After Digital has been working with the UK's biggest franchisee of the Holiday Inn Express brand, Atlas Hotels (formerly Somerston), for over six years, helping them to become the destination of choice in their online space.


INCREASE in online revenue in year one


Boost in mobile traffic since responsive sites launched


Hotels managed & optimised in the suite

Atlas Hotels - Holiday Inn Express website by After Digital

Back in 2008, Somerston Hotels (now Atlas Hotels) approached After Digital requiring a digital solution that would unite a corporate portal of hotels (now totalling 36 sites) onto one efficient platform. As well as achieving this and massively bolstering administrative control and flexibility, the new suite of sites (centralised via one single CMS) was supported by effective SEO to increase revenue.

After Digital was able to offer a solution that exceeded the expectations of the original brief, including a unique website for each hotel, a special offers website and a group portal site, which could be managed through the one CMS using a custom-made hotel management component.

Following the success of this suite of sites Atlas continued to work with After Digital over the years, later creating responsive web templates that would place the leading hotel group at the forefront of the mobile hospitality marketplace.


The initial solution involved a unique website for each hotel, maintained via a centralised management system, a special offers website and a dedicated group portal site, which enhanced the brand's position within the marketplace as well as boosting administrative capabilities.

Following this launch, the hotel group witnessed increased online revenue of 149% in year one, providing a fantastic return on investment, which came in stark contrast to the downturn across the hotels industry at a time when PwC predicted revenue per available room (RevPAR) to fall 12.1%.

The new responsive sites were then developed in 2013-14 and have optimised the user experience, increasing traffic from mobile devices from less than 10% to over 30% of all visitors to the suite of Holiday Inn Express sites since deployment.

“From initial discussions right through to delivery of our site I found After Digital to be approachable, flexible, professional and responsive. Both technically and creatively, they have created a site which absolutely fulfilled my brief to them and exceeded my expectations. Despite the scale of the project and extent of bespoke development we required the team went above and beyond to make sure that we got what we wanted and needed.”

Atlas Hotels