Digital Transformation Across a Hospitality Estate

Incipio Group is one of London’s most exciting hospitality operators, behind a collection of venues that have become establishments in the city’s social calendar.

From Pergola on the Wharf to The Libertine at Royal Exchange, each brand has its own unique identity. Still, they share a common DNA: beautifully designed spaces, seasonal menus, and an atmosphere that keeps guests coming back.

Incipio’s venues each have a personality of their own, and that’s exactly what makes the digital challenge interesting. A site for Pergola on the Wharf needs to feel completely different to one for The Libertine, yet both need to convert.

Then Propeller spent time understanding how guests were actually moving through each site, where they were dropping off, and what was stopping intent from turning into a booking.

That understanding shaped everything that followed. Incipio’s key objective was to achieve a seamless customer journey from discovery to booking one that could find a solution to the myriad of ways a guest might want to visit, whether that’s a dinner reservation, a private hire enquiry, or a ticketed event, without any of it feeling complicated.

The solution wasn’t to build a different website for every venue from scratch. Instead, Propeller developed a flexible template that could be rolled out across the Incipio estate giving each venue its own distinct look and feel while sharing a common, conversion-optimised foundation. For hospitality groups managing multiple brands, it’s a smarter way to build: faster to launch, easier to maintain, and consistent where it counts.

A key part of the rollout was building a custom front end for the DMN booking flow across each venue. Rather than relying on an out-of-the-box solution, Propeller designed a bespoke booking experience that felt native to each site, surfacing the right offers, events and booking types at the right moment, and guiding guests toward conversion without friction. It’s the kind of detail that rarely gets noticed when it’s working well, which is exactly the point.

The work started with the guest mapping how people actually moved through each site, where they stalled, and where the experience stopped matching the quality of the venues themselves. What emerged was a clear picture: the journey from interest to booking needed to be smarter, more intuitive, and more reflective of what each venue actually offered.

At Pergola on the Wharf that meant converting a greater share of the visitors already arriving. At The Libertine it meant rebuilding the path from curiosity to confirmed booking entirely. The result was a site for each venue that was distinctly theirs and built to convert.