Building a complete booking ecosystem: from customer-facing requests to internal management.
Driving force
Nestled in the Scottish Highlands, Glenmorangie has long been synonymous with craftsmanship, heritage, and exceptional whisky. Beyond producing world-renowned single malts, the brand offers rich experiences from guided distillery tours to luxury stays at Glenmo House. However, their digital booking platform hadn't evolved alongside the business, creating a disconnect between the refined in-person experience and the basic online journey that failed to reflect Glenmorangie's premium brand values.
Manual processes undermining guest experience
Behind the scenes, the Experience Team managed bookings through a system that was manual, time consuming, and vulnerable to human error. Information was scattered across different systems, making it challenging to understand visitor patterns, booking preferences, and business opportunities.
Most critically, the digital journey simply did not match the Glenmorangie standard. While the whisky and hospitality were refined, the online booking process was anything but, requiring an elegant solution that could support both operational needs and guest expectations.
Our collaborative approach
The focus was on designing products that would be useful right now and also remain relevant in the long term, reducing friction across the user journey. We connected with customers and staff directly with dedicated user tests and by listening in at call centres. These sessions fed into pre-launch product iterations and allowed us to add ideas to the icebox for future releases. By tuning into customers and stakeholders to understand and forecast their needs, we were able to pair user frictions with business strategy. Future relevancy was baked into the products we worked on from the very beginning.
Delivering operational excellence
We delivered a refined, custom-built booking platform designed to reflect the Glenmorangie experience at every touchpoint. Visitors now encounter a beautifully branded, intuitive interface that makes exploring and reserving unique experiences across multiple locations effortless. The integrated system centralizes information and automates processes, dramatically reducing manual admin work while enabling the Experience Team to generate insights with greater ease and accuracy.
383 brought specialised expertise that helped us move beyond the obvious improvements to where the real gains could be made. Having their team work collaboratively with our staff to examine the entire booking process end-to-end allowed us to create something we simply couldn't have developed on our own.
Transforming the full experience management
The platform has transformed how Glenmorangie manages their premium experiences, freeing the team to focus on curating unforgettable visits while strengthening operational efficiency. The digital experience now truly aligns with their premium brand, creating seamless access to world-class whisky experiences.
