Taking conversions to the next level with Aman

Aman is one of the world’s most revered luxury hospitality brands, known for its serene resorts, cultural immersion, and signature “quiet luxury” ethos. With properties spanning continents and a fiercely loyal global clientele, Aman’s digital presence needed to match its premium, personalised experiences and support direct bookings across markets.

As a long-standing client, Aman engaged Propeller to push beyond foundational CRO improvements and increasingly refine how its digital touchpoint worked for high-value users. While prior experimentation delivered significant uplifts in engagement and revenue, our ongoing work identified fresh opportunity areas, notably around navigation clarity and cognitive friction in the top of the funnel.

Key challenges included ensuring navigation language reflected luxury travellers’ mental models. Reducing friction that discouraged exploration of high-value “Destinations” content. Finally, maximising downstream booking interactions without additional acquisition spend. 

Ongoing CRO and UX Optimisation

Across our partnership, Propeller applied rigorous data analysis and A/B testing to improve site engagement and conversion pathways. This included experimenting with booking flows, layout iterations, button copy, and other UI elements, all grounded in user behaviour mapping and qualitative insight.

Navigation Simplification Test

Analysis highlighted a bounce rate approaching 50% on the main navigation, suggesting visitors were struggling to find a clear path forward, a symptom of unnecessary cognitive load at the top of the experience. We hypothesised that simplifying menu terminology would reduce decision friction and accelerate “time to intent.”

Over the course of our partnership, Propeller’s customised ongoing work with Aman has driven consistent, high impact uplifts and results.