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Challenge

A definition of luxury in the las vegas casino landscape

The Venetian and The Palazzo Hotel and Casino Resort properties offer over 7,000 suites along with world-class dining and entertainment, driving a yearly EBITDA of over $400 million 

In 2016,  Las Vegas Sands came to Code and Theory to help them totally reimagine the venetian.com and palazzo.com experiences to demonstrate their place in the luxury space while driving incremental revenue by optimizing conversion rate in the booking engine.

Las Vegas is a place where everything is possible; the Venetian and Palazzo are cities within the city that deserved their own unique storytelling.

Approach

How to tell a truly new story

A deep redesign of the user experience and cutting-edge new visuals would not have been enough with the sites’ existing content, which did not correspond to the type of luxury the brands wanted to showcase.

From the beginning of the project, Code and Theory helped imagine the best way to use photography, video and cinemagraphs to inspire visitors to become guests. Our content strategy drove a content production phase that resulted in a new website copywriting exercise and a photoshoot for dozens of new visuals.

Instead of a heavily retouched, overly-saturated version of luxury, the suites were photographed with natural light for a result that is fresher and more contemporary.

Solution

An inspiring luxury experience that also affords efficiency

The navigation was deeply revamped, taking into account user needs within the resort offering and leveraging previous website analytics to improve the items’ copy. Every page promotes featured content to avoid overwhelming the user with too many choices, while circulation options prevent them from bouncing from the site.

Among the website’s most notable features are: 

An omnipresent booking widget — Accessible yet elegant, whether presented boldly on the home page or more discreetly on other pages, there is always a quick way to transform inspiration into conversion. 

Room booking funnel — In progress -  After having studied the best booking flows from different sectors, we designed by iterations a solution via prototyping and testing during UX and visual design phases.

Extract 2 

Devil is in the details - Booking flow calendar UI exploration with UX and Visual Design