Celtic Manor: Evolving a Digital Platform for a Leading UK Destination Resort

The Celtic Collection is a portfolio of distinctive hotels and hospitality destinations across Wales, including the flagship Celtic Manor Resort alongside a growing number of individual properties, each with its own character, audience and commercial focus.

Across the collection, the website ecosystem plays a critical role in how users discover, evaluate and book experiences. From luxury resort stays and spa breaks, to golf, and dining. While each hotel requires its own identity and storytelling, the collection also needed harmony, efficiency and performance at scale.

Propeller partnered with The Celtic Collection to support the evolution of its digital platform through the creation and rollout of a scalable, integrated website system capable of supporting multiple hotels and future growth.

As the collection expanded, the digital challenge became increasingly complex. They needed to support multiple hotels and experiences, each targeting different audiences and intent levels, without fragmenting the user experience. Individual sites had to feel tailored and premium, while still benefiting from shared infrastructure, templates and performance foundations.

At the same time, the platform needed to act as a central commercial engine balancing inspirational brand storytelling with clear routes to booking and enquiry, and ensuring new properties and content could be launched efficiently without repeated design or development cycles. This was a long term platform challenge: how to build a flexible system that could scale with the collection, support ongoing optimisation, and continue to perform as the business evolved.

A Template Led, Scalable Platform Model

Propeller designed and delivered a website framework that could be rolled out across the collection. This approach allowed each hotel and sub-site to maintain its own identity and content focus, while benefiting from a cohesive design system, navigation logic and technical foundation.

Templates were created to support key page types across hotels, spa, golf and events, ensuring consistency where it mattered, while remaining flexible enough to accommodate the nuances of individual properties. This reduced friction when launching new sub-sites and updating existing ones, enabling faster rollout without compromising quality or experience.

Integrated Design, UX & Website Architecture

Design and UX decisions were made with scale in mind. Navigation, content hierarchy and page layouts were structured to support both cross site exploration and hotel specific journeys, allowing users to move easily between locations and experiences within the collection.

Strong visual storytelling was paired with clear, intuitive interfaces, ensuring the platform could handle complex content without overwhelming users. Crucially, this structure also supported discoverability and performance across all sites, embedding best practice into every new rollout from day one.