Australia Leisure & Hospitality Group (ALH)

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Overview

The Australian Leisure and Hospitality Group (ALH) is a market leading accommodation and hospitality provider with more than 330 licensed venues and 550 liquor outlets and over 98 accommodation businesses across Australia. Partially owned by Woolworths, their diverse portfolio includes Dan Murphy’s, BWS, Grazier’s Steakhouse and a range of iconic hotels. 

The Challenge

ALH Group is currently operating over 98 individual accommodation businesses with unique digital assets, brands, and levels of accommodation. They required an agency with experience in launching new hotel brands and developing digital assets capable of performing under high levels of traffic and across all devices.

This included a new brand, website with supporting back-end technology to integrate with their accommodation PMS and all ALH Group loyalty programs including Monty's Rewards and Woolworths Rewards. Accompanying the launch of their new website, ALH require an over-arching digital strategy to launch their new brand.

The Solution

ALH Group appointed Fastrack to assist create their new brand, NightCap Hotels, the website, and an ongoing, multi-channel digital strategy. Bookings on the site are managed via an API with the ALH Property Management System allowing complete control over the user’s booking experience.

Fastrack built the NightCap Hotel website architecture to ensure it performs well regardless of the server-load and guards against outages caused by unusually high volumes of traffic. This was achieved by using the latest in server technology, utilising specialised computational units which deal with individual tasks rather than general purpose units which are susceptible to becoming overwhelmed.

The Results

The NightCap Hotels brand and website was soft launched in April 2018.  Their digital campaign will commence in May 2018.  Check back soon for campaign launch results

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