Rokkan

A BAHAMAS ESTABLISHMENT
Atlantis, Paradise Island, owned and operated by Kerzner International Holdings, Inc., has been an integral part of the Bahamas tourism for more than 10 years, re-energizing the island's appeal with signature vacation experiences and a landscape of white-sand beaches and stunning architecture. Today, tourism makes up 60 percent of the Bahamas' GDP, with 5 million visitors just last year, much of it thanks to Atlantis.

With breathtaking features and luxurious amenities, Atlantis needed a website that not only matched its natural appeal, but also made it seamless for a consumer to book a vacation.

DIGITAL AS THE FOUNDATION
Digital was at the core of the Atlantis brand update both online and offline. The look and feel of the websites for Atlantis Paradise Island and Atlantis Dubai needed to match the price-point of a luxury resort. It was crucial for the new site to make a great first impression amongst a wide audience (families, kids and couples), to avoid the visitor drop-off they were experiencing from their previous site. The flow from hotel information to the booking funnel needed to be quick and easy with intelligent tools to help visitors customize their experience. With a heavy focus on UX (user experience), a complete rethinking of site structure and hierarchy would greatly improve the visitor’s understanding of the Atlantis experience (accommodations, amenities, events, and things to do for families, kids, and couples.

MODERNIZING A LIVING LEGEND
ROKKAN's redesign of Atlantis.com aimed to dramatically increase online sales by making the website a true representation of the Atlantis experience and much easier to use. Launched for the Atlantis, Paradise Island in August, the site was comprised of three key elements: 

AN UNFORGETTABLE FIRST IMPRESSION
The first five seconds of any visit to the site elicit a "Wow," whether a user deliberately arrives at Atlantis.com or reaches a sub-page via search. The design gave weight and presence to each page with iconic images, strong typography, and a clean look that communicates luxury and the excitement of travel. From the landing page forward, visitors could now see Atlantis, The Palm, Dubai and Atlantis, Paradise Island in The Bahamas as two distinctive Atlantis experiences. The new look and feel of the website was a means to contemporize the brand, in essence modernizing a living legend. Offline materials such as print ads and brochure wear were based off of the new redesign of atlantis.com.

A COMPELLING ENCOUNTER WITH THE BRAND
The site's new page flow extends an invitation to explore. While visitors can easily find the content they want, the site also suggests related content and activities that are unique to the visitor and Atlantis.

A BOOKING TOOL THAT'S FAST AND EASY TO USE
In response to guest and employee feedback, the site features a visual booking bar that stays with the user during selection of meals, special experiences, room upgrades and more. The bar also shows the breakdown of the vacation's entire cost, leaving no surprises upon checkout. Each added selection appears on the bar as an icon, building a perfectly customized and easy to read itinerary.

EVERY SECOND COUNTS
Rokkan understands the needs for customers to find information and make transactions quickly, albeit in an engaging way. Every second a potential customer spends on Atlantis.com is a chance to convert, therefore the time spent has to be meaningful and efficient. Customers who are ready to book should spend as little time as possible booking a room and customizing their experience, in an intuitive way. Rokkan’s re-envisioning of Atlantis.com successfully met all required metrics.

ABOUT ATLANTIS RESORTS
Atlantis, Paradise Island is the flagship resort of Kerzner International. This unique, ocean-themed destination is located on Paradise Island, The Bahamas, and features a variety of accommodations, all built around a 140-acre waterscape comprised of over 20 million gallons of fresh and saltwater lagoons, pools and habitats. Home to the largest open-air marine habitat in the world, there are over 50,000 marine animals in lagoons and displays, including The Dig, a maze of underwater corridors and passageways providing a journey through ancient Atlantis.