ace hotel
For guests who want to feel like part of the city
Ace Hotel is always evolving, exploring new locations, cultures, and experiences. With a growing collection of international stays, Ace Hotel’s website had to be able to change alongside it.
- 59.5% INCREASE IN WEBSITE TRANSACTIONS
(AFTER LAUNCH) - 55.1% INCREASE IN WEBSITE REVENUE
(AFTER LAUNCH) - 50% INCREASE IN E-COMMERCE CONVERSION RATE (AFTER LAUNCH)
The brief
More than a place to stay, every Ace Hotel is envisioned as a cultural hub. A single brand ties the hotels together, yet each property is a unique, community-driven expression of the city it’s in.
Ace Hotel brought on Wallop to create a website that would match its ethos and make booking easy. The former site fit the brand’s design well, but heatmaps showed where guests weren’t engaging with key features. The new site needed to perform, better highlight the hotel experience, and keep pace with the brand’s growth. Five years on, we partner with Ace Hotel to keep the website current, supporting eight hotels in five languages on one system.
The insight
Every Ace Hotel reflects the city it’s in, with an ongoing program of events that connects guests with the local community. The brand treats change and curiosity as a fundamental part of its identity, embracing the new with an open-minded sensibility. For a brand that never stands still, the digital experience couldn’t either.
The website needed to adapt alongside the brand, supporting new locations, languages and experiences as they come. A flexible website would empower Ace Hotel’s internal team to add events and make changes quickly, while keeping the system easy to build on as the brand grows.
The solution
We launched a multi-hotel platform with shared brand and hotel-specific templates, creating an aligned identity across the Ace Hotel portfolio. This made it easier for visitors to explore different hotels and community events. A sticky navigation bar and a prominent booking button help keep booking within reach, and we streamlined event discovery and ticketing so more people can connect with the Ace Hotel experience.
Five years in, we’ve supported Ace Hotel through its expansions in Sydney, Athens, and Toronto, and across multiple languages. Beyond launches, we’ve kept the site performing and modern. That means continually improving, such as running automated tests that stop a release if a booking link breaks, carrying out two major migrations in 2026 without disruption, and reducing the median turnaround on new work from weeks to days. What began as a platform designed to make it easier to explore and book Ace properties has continued to evolve alongside the brand, all while keeping the guest experience central.
The results
The website launch in September 2021 was the turning point, lifting website transactions, revenue, and e-commerce conversion rate in only the first two months. In the five years since, the partnership has supported new hotel sites, languages, and platform improvements. New destinations and experiences are easily added, without starting from scratch each time.
