Metro Hotels
Jimmyweb designed and developed the website for Metro Hotels, an Australian-owned accommodation group with a long-standing presence across major cities and regional destinations, spanning hotels and serviced apartments for business guests, families, and short-stay travellers. The custom WordPress build, paired with a seamless booking system integration, brings structure and calm to a large multi-property portfolio while keeping search and reservations easily within reach.
Metro Hotels is an Australian-owned accommodation group with a long-standing presence across major cities and regional destinations. With a portfolio that includes hotels and serviced apartments, the brand caters to a broad range of travellers, from business guests to families and short-stay visitors. Rather than positioning itself as luxury, Metro Hotels focuses on reliability, comfort, and accessibility. Their strength lies in offering consistent, well-located accommodation that travellers can trust, and this grounded positioning needed to carry through into their digital experience.
Metro Hotels required a website that could present a large and diverse accommodation portfolio without overwhelming the user. With multiple properties across different locations, the challenge was to organise and structure content in a way that felt intuitive, clear, and easy to navigate.
At the same time, the site needed to reflect the brand’s identity as a practical and established accommodation provider. It had to feel trustworthy and approachable, not overly polished or aspirational. In the hospitality space, it is easy to drift into either budget or boutique extremes. Metro Hotels needed to sit confidently in between.
Another key consideration was the booking experience. Users visiting a hotel website are often ready to act. The booking and search functionality needed to be highly visible and easy to use, but not so dominant that it disrupted the overall browsing experience or brand perception.
What We Did
We designed the site with clarity and structure at its core. The layout system was built to handle a large volume of content while maintaining a sense of order and simplicity. Properties are organised in a way that allows users to browse by location or quickly access individual hotels without friction.
The visual design leans into clean, spacious layouts that avoid clutter. We used consistent spacing, clear headings, and a restrained colour palette to create a sense of calm across the site. This helps users focus on what matters most, whether that is comparing locations, viewing rooms, or making a booking.
Photography plays a key role, showcasing each property while supporting the overall brand tone. The imagery is presented in a way that feels honest and inviting, rather than overly styled or aspirational. This aligns with the expectations of Metro Hotels’ audience.
We also carefully integrated the booking and search functionality into the design. It is always accessible and easy to use, but it does not overpower the page. This balance allows users to either move quickly to booking or take their time exploring the portfolio.
The Tech Stack
The website was built on WordPress using a bespoke design and custom development approach. This allowed us to create a flexible structure capable of supporting multiple properties while maintaining a consistent user experience.
We implemented efficient loading strategies, optimised media, and streamlined code to ensure the site performs well across all devices. Speed and responsiveness are critical for travel-related searches, particularly on mobile.
The CMS was seemlessley integrated with the external booking system, to allow the Metro Hotels team to easily manage and update property information, imagery, and content without disrupting the design consistency across the site.
Bringing It All Together
The final result is a website that balances scale with simplicity. Despite the size of the accommodation portfolio, the experience feels controlled and easy to navigate.
The design reinforces Metro Hotels’ position as a reliable and practical choice for travellers. It does not rely on overstatement or unnecessary visual effects. Instead, it focuses on clarity, usability, and consistency.
For users, the experience is straightforward. They can quickly find a location, explore a property, and make a booking without confusion. For the brand, the site presents a cohesive and professional image that reflects its long-standing reputation.
What We Loved
We loved the discipline in the design approach. Creating a site that feels clean and spacious while handling a large volume of content requires careful planning and attention to detail. The result is a design that feels modern and considered without losing its practicality. It avoids feeling budget or outdated, while still remaining accessible and user-focused.
What They Loved
Metro Hotels appreciated how approachable the branding feels across the site. It reflects their real-world offering without trying to position itself as something it is not. They also valued the way the booking and search functionality was integrated. It is prominent and easy to use, but it does not dominate the experience, allowing users to explore the site naturally before making a decision.
What did we do?
- Discovery + Strategy
- Custom Website Design
- Responsive Mobile-Ready
- CMS Customisation
- Creative Direction
- Website Development
- Wordpress Development
- API Integration
- Website Hosting
- Speed Optimisation
- Ongoing Maintenance + Support
