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Enhancing Guest Discovery with Optimizely CMS & Search

Warner

Key achievements

  • Increased online bookings and engagement through improved site search

  • Scalable framework for personalisation and cross-channel guest journeys

  • Streamlined backend with 1000s, of fragmented data sources consolidated

Warner, a heritage leisure brand offering UK short breaks, engaged Netcel to re-platform their legacy CMS and improve their holiday booking conversions.

Netcel delivered a reimagined break search journey that supports Warner’s roadmap toward personalised guest engagement and multi-channel growth.

 

Key takeaways

  • Re-platformed from SDL Tridion to Optimizely to enable personalised guest journeys
  • Rationalised 1000s of databases of unstructured data to deliver a performant and structured site search
  • Laid the foundation for future personalisation and multi-channel guest experiences
  • Built a scalable content toolkit enabling editors to engage and convert more guests

The Challenge

Operating on SDL Tridion, Warner faced serious limitations in agility and guest engagement. They needed to:

  • Modernise their digital platform
  • Deliver tailored content based on guest preferences
  • Improve data structure to support search and future personalisation

The internal technology and commercial teams had traditionally worked independently, which created some challenges in aligning digital priorities and accelerating innovation.

Netcel’s Approach

  • Deliver a Modern CMS

    • Re-platformed to Optimizely CMS with improved authoring workflows

  • Rationalised Data for intuitive search

    • Delivered search framework designed for interest-based break recommendations

  • Operational Enablement

    • Enabled 24/7 self-service ordering 
    • Streamlined content management across teams 

The Solution

Warner now operates on Optimizely CMS with:

  • Flexible content editing capabilities for marketing teams
  • Structured search functionality based on guest interests
  • Foundations in place for AI-driven personalisation and MyWarner experiences

The Impact

  • Streamlined backend with 1000s, of fragmented data sources consolidated
  • Increased online bookings and engagement through improved site search
  • Scalable framework for personalisation and cross-channel guest journeys
  • Modular toolkits for content editors to accelerate campaign deployment

Netcel transformed our approach to guest discovery. We’re now set up to deliver the personalised experiences our customers expect

Warner Stakeholder

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