Ashford Castle, Red Carnation Hotels - historic castle set in beautiful green gardens next to a lake.

Matter Of Form works in close partnership with Red Carnation Hotels to deliver a revitalised digital experience

Category: Tech & Innovation
28 Oct 2020
Read time: 1 MIN
Red Carnation Hotels, of The Travel Corporation, are a collection of 20 family-run, award-winning boutique hotels in the UK, Ireland, South Africa, Switzerland and the USA.
Written By
MOF Team
MOF Team

President & Founder Beatrice Tollman has built Red Carnation Hotels with a vision for service excellence and a passion for generous hospitality. Red Carnation Hotels partnered with Matter Of Form to develop a revitalised digital experience that would accurately reflect the brand ethos and celebrate the uniqueness of each hotel, with optimised journeys to improve navigation and entries into the conversion funnel, and an integrated SEO strategy to maximise organic visibility.

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Given their previous platform challenges, Red Carnation Hotels were looking for an optimised CMS solution that would improve content management efficiency and support business growth.

Based on the business needs and our experience working with a range of CMS platforms, we recommended Umbraco. The new site features core functionality which integrates with best-in-class products to create a comprehensive marketing technology stack.

Our modular-based designs allowed for brand consistency but with different styling elements, background patterns and illustrations along with subtle animation elements to show the to showcase each different property.

The new websites not only reflect the true nature of the Red Carnation brand through considered design, they are thoughtfully architected and set-up effectively to enable on-going optimisation to meet performance and conversion goals.

Suzie Thompson, Vice President Commercial at Red Carnation Hotels commented on the partnership:

“Matter Of Form were recommended to The Red Carnation Hotel Collection as a creative agency with a difference. With a passion for travel and hospitality, an appreciation and respect for timeless brands and a proven portfolio of beautifully designed projects.

From the very beginning of our partnership, it was clear that the MOF team were invested in our success. Working as an extension of our team, adding value wherever possible and importantly showing flexibility and support during a challenging time for the hospitality industry.

We are beyond thrilled with the results, and very proud of our beautifully designed, intuitive and experiential websites. Partnering with MOF has given us the opportunity to truly elevate our brand and we are delighted to have found a collaborative partner to work with in the future!”

Matter Of Form is delighted with the outcome and very much look forward to future engagements with Red Carnation Hotels. 

About Matter Of Form

At MOF we’re passionate about creating exceptional brand-led experiences that leverage our knowledge, design methodologies and the latest in what technology has to offer in terms of human interactions and business efficiencies.

If you’d like to discuss how Matter Of Form partner to provide strategic design and tech services, please get in touch via to arrange a time to speak with our team of consultants or visit

MOF Team

Published by MOF Team

We are a London-based Brand & Experience Design Agency delivering second-to-none experiences for forward-thinking luxury brands with something to say.