• Industry:

    Hospitality & Accommodation

  • Location:

    Skipton, North Yorkshire

  • Platform:

    WordPress

  • Result:

    Direct bookings from launch

The Yorkshire Unicorn

Launching Into a Competitive Market

The Yorkshire Unicorn was opening in one of the most competitive industries imaginable: hospitality. With no existing reputation, no reviews, and established competitors with years of online presence, they needed a website that could compete from day one.

The challenge? Build credibility and drive direct bookings for a brand-new venue.

The Challenge

Starting a hospitality business without an online presence means facing some serious obstacles:

Zero Reputation

No TripAdvisor reviews, no Google presence, no word-of-mouth. The website had to build trust from scratch.

Third-Party Competition

Booking.com and similar platforms dominate search results. How do you convince guests to book direct?

Evolving Business

A new business changes direction as it grows. The website needed flexibility to adapt as plans developed.

Premium Positioning

The venue offers a distinctive experience. The website had to reflect that quality before visitors even arrived.

What We Built

The brand colours — dark greens and gold — gave us a strong foundation. Combined with bold typography and stunning photography from a local photographer, the site immediately positions The Yorkshire Unicorn as a premium destination.

Direct Booking Focus

Every design decision pushed visitors toward booking directly:

  • Prominent call-to-action buttons — book direct, not through third parties
  • Clear room showcases — carousels showing each room’s features
  • Pricing transparency — no need to check Booking.com for rates
  • Dog-friendly indicators — clear icons showing which rooms welcome pets

Easy Content Management

Using WordPress and Advanced Custom Fields, the team can manage everything themselves:

  • Add new rooms — as they become available
  • Update local attractions — showcase Skipton and the Dales
  • Manage amenities — update what’s included as the offering evolves
  • No developer needed — for day-to-day content changes

Social Proof Integration

To address the “no reviews” problem, we integrated a TripAdvisor widget that automatically displays reviews as they come in. As the business grows, so does the social proof — right on the homepage.

The Results

Direct Bookings

Guests booking through the website rather than third-party platforms, increasing profit per room.

Professional Presence

A website that positions them alongside established competitors, not below them.

Growing Reviews

TripAdvisor integration means social proof builds automatically as happy guests share their experiences.

Future-Proof Platform

As the business expands, the website can grow with it — new rooms, new features, no rebuild needed.

Key Takeaways

If you’re launching a hospitality business, your website needs to:

  1. Drive direct bookings — every booking through your site is more profitable than through third parties
  2. Build trust quickly — professional design and integrated reviews overcome the “new business” problem
  3. Be flexible — new businesses evolve, and your website should evolve with you
  4. Show, don’t tell — quality photography does more than any amount of text

The right website lets you compete with established players from day one.

Ready to Launch Your Hospitality Website?

If you’re opening a hotel, B&B, or hospitality venue and need a website that drives direct bookings, let’s talk.

Book a Free Website Review