Argyle Apart Hotel
Argyle Apart Hotel needed a site that could win direct bookings rather than feed online travel agencies. We built a twelve-page Astro site with a dedicated page per room type, each carrying HotelRoom, Offer and BedDetails structured data, and a booking path short enough to finish on a phone.
- Sector
- Hotel & short-stay
- Location
- London
- Year
- 2025
- Built with
- Astro · astro:assets · LodgingBusiness schema
The problem
Serviced apartment operators compete for the same guest as the OTAs, on the OTAs' terms. Every room night booked through an agency carries commission, and the guest never becomes a direct customer. The site needed to be the better place to book, not just a brochure that pointed somewhere else.
What we built
- A page per room type, each with its own photography, rates and amenities
- HotelRoom, Offer, BedDetails and LocationFeatureSpecification structured data on every room page
- Room pages linked to the parent LodgingBusiness entity by @id, so facts are stated once
- Responsive images through astro:assets, generated at three widths per room
- A sitemap that deliberately excludes the booking embed and legal pages
What the build had to solve
A serviced apartment operator is in a strange position: it competes with hotels on search, and with online travel agencies on price, while paying the agencies for the privilege. The brief was therefore not “make a nice site” but “make the direct booking the easy one”.
Room pages as the core of the site
Guests do not search for aparthotels in the abstract. They search for a studio, a one-bedroom, a place that sleeps four. So each room type got its own page rather than a row in a table, and each page carries the structured data that lets search engines read the bed configuration, the occupancy and the rate.
Those room pages reference the parent LodgingBusiness by @id rather than restating the address
and contact details. Facts are declared once, which means they cannot drift out of sync.
Performance as a booking feature
Someone comparing four properties in four tabs will leave the slowest one. Images are generated at
three widths through astro:assets, the hero is preloaded and everything else is lazy, and the CSS
is inlined so there is no render-blocking stylesheet request.
Tell us what you need built.
A short call, a straight answer on scope and cost, and a fixed quote. No retainer, no monthly fee, no commission on your orders.