Web Experiences

Digital journeys built around how guests actually book

The website is usually the first serious moment of the guest journey. It sets expectation, builds confidence and carries someone towards a booking. When it is slow, generic or disconnected from everything around it, the whole funnel pays for it.

Start a projectSee the work
What We Build

We are a bespoke development agency with deep industy specialisation

A brochure site, a custom booking journey, a guest portal, or buildingthe integrations and data work underneath them.

The Umi team have a specialist team with experience across a broad spectrum of tech vendors, APIs and technologies.

Stunning Websites & Apps

Brand-led websites for single properties, groups and travel companies. Fast, well structured, built for organic and paid traffic, and deep integrations to the marketing ecosystem

Custom Booking Engines

The part where most agencies hand off. We deliver the end-to-end user journey from landing page view to to confirmation screen. Your website becomes the booking system.

Loyalty & Guest Portals

Members' areas, guest portals, loyalty schemes and internal tools. We build on top of your PMS to close the loop on the guest experience and truly own the relationship.

Full Stack Development

Bespoke web applications for the jobs an off-the-shelf product will not do. Operational dashboards, booking tools, microsites and the platforms that sit alongside the main site.

Custom Integrations

The wiring between PMS, booking engine, CRM, POS and everything else. Where two systems were never designed to talk to each other, we build the layer that makes them.

Data Warehousing & Tracking

One place where the numbers agree. Server-side tracking, a warehouse holding booking, behaviour and campaign data together, and reporting the commercial team can act on.

In Practice

How a Web Experience Gets Built

We start with what the guest is trying to do and what the business needs to earn from it. Design and technology decisions come after that, never before.

ResearchPersonasJourney mapping

What the guest is trying to do

Before wireframes, we map the journeys the site has to carry. Not one generic guest, but the several who arrive for different reasons — the weekend break, the corporate rate, the wedding enquiry, the regular who already knows the place. Each needs to believe something different before they book.

AnalyticsFunnel analysisFriction

Where the journey breaks

Then we look at what the current site does to those people. Session recordings, funnel drop-off, on-site search, and the moment the booking engine takes over and the design changes underneath them. Most of the lost revenue sits in a handful of specific moments, and they are findable.

UXDesignContent structure

Design that carries the decision

Hospitality sells on feeling and confirms on detail. The design has to do both — atmosphere at the top, answers further down, and an obvious route to act at every point. Content structure comes with it, because a beautiful page with nothing to say converts no better than an ugly one.

DevelopmentIntegrationsOptimisation

Built to keep moving

We build on platforms your team can actually run, wired into the booking engine, PMS, CRM and analytics you already have. Then we keep testing. Launch is the start of the optimisation programme, not the end of the project.

What a Website Actually Is

A hotel website should not be a brochure with a booking link.

It is the most important piece of commercial infrastructure you own

The only part of the digital guest journey you fully control.

Sound Familiar?

Are you dealing with any of the following?

"Our site looks good but it doesn't convert."
"The booking engine feels like a different website."
"Nobody on my team can edit anything."
"We're opening a new property next year."
"The site is slow and Google has noticed."
"Guests are struggling to understand what we do."
"Direct bookings have flatlined."
Start a conversation

Speak with our team today.

The best projects we deliver are the ones where we collaborate on the brief. We pride ourselves on being open, pushing back, and being truly collaborative in our partnerships.


Selected work

Web experience in the work

The Stafford London

10 Manchester Street

Hurley House Hotel

Insights

Our thinking on digital experience

Strategy

Why hospitality businesses need connected agencies, not channel suppliers

The agency model separates disciplines because it is easier to package and sell them that way. Hospitality does not work like that, and the gaps between the packages are where performance goes.

18 Aug 2026 · 7 min read

The website is not the guest journey — but it may be where the journey breaks

A hotel website is one moment in a much longer relationship. That is exactly why it carries so much load, and why the failures there are so expensive.

21 Jul 2026 · 6 min read
Website Development

Why AI in hospitality depends on business context

Generic AI produces generic answers. The interesting work starts when the system understands the guest, the journey, the commercial model and the constraints the team actually operates under.

23 Jun 2026 · 7 min read