The Mulia
Brand uplift and website experience overhaul for Bali's largest integrated resort.
Project specifications
Industry
Services
The Mulia operates Indonesia's leading integrated resort, with properties in Jakarta and Bali. The positioning is timeless luxury — a brand built around "the celebration of the finest things in life," backed by one of the highest staff-to-guest ratios in the Indonesian market.
The digital experience wasn't telling that story. After internal efforts to consolidate the website, the team had hit the limits of what could be done in-house. The previous site was hard-coded — making fast adjustments difficult and building on top of it slow. There was no centralized component system or branding tokens, so the identity got diluted as developers worked over it.
The result was a fragmented experience. Design felt inconsistent across properties and offerings. Navigation between hotels, dining, weddings, and events was scattered — Mulia Dining and Mulia Weddings lived on entirely separate sites. The mobile experience needed work, loading speeds were slow, and the look and feel didn't read as luxurious as the resort itself.
We were tasked to uplift the brand identity, rebuild the digital experience to match the new brand's positioning, fix the conversion path across rooms and ancillaries, and bring everything under one consistent system.
We started with a brand identity refresh to reposition The Mulia and applied it across every channel — replacing one-off treatments with a coherent system the team could build against.
From there, we redesigned and redeveloped the website from scratch on Webflow, anchored in a new design system and information architecture. Portfolio discovery, individual property exploration, F&B, weddings, events — all consolidated into one navigation that actually leads somewhere. The dining experience earned its own distinctive feel inside the system rather than living on a separate site.
We also extended the platform into a one-stop digital channel for in-house guests: a digital guest directory built on the same Webflow stack, housing the resort map, in-room menu, internet access, TV guide, restaurant lists, offers, and weekly activities. One platform, two audiences — pre-arrival and on-property.
The site is a refined, modern expression of the brand. Navigation is faster and clearer, conversion paths are cleaner, and discovery feels like the resort: deliberate and unhurried.
The commercial result followed. Direct booking share moved from a 50/50 split with OTAs to as high as 90% direct — more revenue retained per stay, and stronger negotiating leverage on OTA fees.
