Case Study: Mandarin Oriental Creates A Brand-Appropriate Mobile Experience

Mandarin Oriental Hotel Group (MOHG) noticed that a growing percentage of its Web traffic came from mobile devices. To address a growing need, the team partnered with Siteworx to design and build a customized mobile Web site that was tailored to the needs of its luxury travelers. The site makes it easy for travelers to begin planning trips from their mobile devices and to transition to the desktop site for more information. The site's design is tailored to the specific devices that Mandarin Oriental's Web site visitors use most. It offers only the content from the MOHG content management system that is most useful to users on the go. These efforts have resulted in a ROI in just six weeks. Firms interested in recreating Mandarin Oriental's success must understand how their users use their mobile devices and create experiences that support existing behaviors. To prepare for experiences of the future, firms must also invest in infrastructure that allows them to support the CARS framework.