Airelles
Rearchitecting the digital journey: Elevating Airelles from Iconic Destinations to a Cohesive Brand Experience
Industry
Luxury hospitality and travel
Scope
Digital strategy · UX and content framework · Website replatform · Brand platform translation · Booking funnel optimization . Digital experience architecture · Headless CMS (Prismic) · Cross-functional orchestration
Context
Airelles is a refined collection of French "Maisons" with strong historical roots and a unique emotional signature. From Le Grand Contrôle in Versailles to Courchevel, Gordes and Saint-Tropez, each destination blends cultural heritage with sincere, generous hospitality. The guest promise is clear: Welcome home.
Yet their digital platform was no longer up to par. The website felt outdated, fragmented, and didn’t reflect the group’s elevated positioning or the distinctive personality of each Maison.
The ambition was clear:
Create a unified platform that highlights both the brand’s coherence and the singularity of each destination
Shift from a static hotel site to a distinctive and personalised online experience
Build a seamless, fully integrated booking journey within a rich, emotional environment
My Role
I shaped the strategic transformation of the digital ecosystem into a true brand showcase.
This meant rethinking not only the structure and UX, but also the editorial tone, storytelling framework and content governance model. I worked hand in hand with creative, tech and internal teams to anchor the new experience in what makes Airelles so unique: sincerity, elegance, and joyful generosity.
What I delievered
A full strategic framework for a site that merges brand storytelling, Maison singularity and user-centric design. Below are the key actions I implemented to solve the platform fragmentation and bring coherence, desirability and performance into one unified experience.
It’s more than a site. It’s an experience—a digital home worthy of each Maison.
Turning Singular Destinations into One Brand Voice
We started with a series of interviews with general managers, concierges and reservation leads across properties. These sessions helped surface the emotional triggers behind each stay, from Courchevel’s ski-in ski-out comfort to Versailles’ historical immersion.
I translated these insights into a four-pillar framework: iconic destinations, sincere excellence, limitless generosity and playful luxury. Each Maison became a digital world of its own, while remaining anchored within a coherent brand narrative.
I defined an architecture that works both vertically, to articulate each property’s DNA, and horizontally, to reinforce Airelles’ shared values and standards. The entire site was structured around this brand logic.
On the editorial side, we defined a tone of cordial luxury. Content was warm and precise, with short formats, evocative titles and a subtle emotional charge. Every line was designed to suggest rather than oversell.
Translating Hospitality into Digital Emotion
The site was restructured around experience-first logic. Rather than browsing by property, users could explore the brand through their desires: gastronomy, wellness, family time, heritage or bespoke services.
I led the rationalisation of UX templates to streamline navigation across properties while preserving each Maison’s singularity.
To combine editorial richness with operational efficiency, we implemented a headless CMS (Prismic) with reusable but fully customisable components. This allowed us to maintain consistency across the site while adapting to each Maison’s identity and calendar.
The result was a dynamic site with curated content, seasonal highlights and immersive storytelling at every level.
From inspiration to seamless conversion
Previously, the booking path was fragmented and full of dead ends. I worked closely with the tech and UX teams to embed a native booking module directly into each destination page. The goal was to ensure continuity between storytelling and conversion, without ever breaking the user’s flow.
We also added contextual prompts to encourage personalised follow-up, creating a link between the digital journey and the high-touch service that defines the brand.
The tech stack was designed for scalability and long-term efficiency, allowing the brand to evolve and grow its ecosystem with ease.
Results
Brand alignment: The site now reflects the full emotional and aesthetic dimension of the Airelles experience. Each Maison speaks with its own voice, while reinforcing the collective brand image.
User engagement: Immersive content, refined UX and macro-micro visual rhythm led to longer session times and multi-property discovery.
Conversion uplift: The redesigned booking experience improved performance, reduced friction and delivered a more fluid, satisfying path to reservation.
Operational agility: Thanks to the headless CMS, each Maison can update and enrich its content autonomously without compromising consistency or tone.