How Cheval Blanc elevated its main brand website while supporting ongoing growth
Summary
- Cheval Blanc is a luxury hospitality brand operating hotels, restaurants, and spas across multiple destinations. Its website is a central brand touchpoint, shaping guest expectations and reflecting the character of each location.
- As the brand evolved, the ambition was to elevate the website so it better expressed the quality, design, and uniqueness of each destination, while also supporting bookings and day-to-day updates from multiple teams.
- With Prismic, Cheval Blanc established a strong content foundation that allows the website to grow and evolve without compromising brand consistency, performance, or long-term scalability.
The challenge: elevating the website to match the brand experience
For Cheval Blanc, the website is not just a publishing platform. It is a key part of the brand experience. Every page must reflect the same level of refinement, clarity, and care that guests encounter at each property.
As part of a broader revamp, the ambition was to elevate the digital experience and design, enhancing what makes each destination unique while maintaining a cohesive brand identity across the website. The challenge was to translate this level of quality into a system that could support both brand storytelling and business needs over time.
The website brings together destination content, brand narratives, and practical information such as restaurants and services. Some sections change more frequently than others, which makes it essential to balance flexibility with control. Even small updates must align with the overall design and tone of the brand.
At the same time, multiple teams contribute to the website. The structure needed to allow teams to update content efficiently, without risking inconsistencies that could weaken the brand experience.
As Olivier Mitteau, Digital Customer Experience Manager at Cheval Blanc, explains, his role sits at the intersection of brand and digital platform.
“My role focuses on ensuring that our digital touchpoints deliver a seamless, consistent, and high-quality experience aligned with the brand standards. I work at the intersection of brand content and digital platform to make sure that customer journeys are clear and meaningful across devices and destinations.”
In practice, this ambition becomes most visible in areas where content evolves regularly.
“Menus change often, sometimes every two days, so we needed to be able to publish those updates really effectively without opening access to the whole site.”
The underlying goal was not simply to publish faster, but to ensure that the website could evolve while consistently reflecting the Cheval Blanc standard.
The solution: building a strong foundation for an elevated digital experience
To support this ambition, Cheval Blanc relies on Prismic as the content management system for its website. Prismic was already in place and was retained because it supports a structured, scalable way of managing high-quality digital content.
Working closely with an agency, the team rebuilt the website around a defined set of templates and slices. These components form a shared framework that ensures visual and editorial consistency across pages, destinations, and devices.
Content responsibilities are clearly organized. Sections that require frequent updates, such as restaurant content, live in dedicated spaces with defined roles. This allows teams to update content efficiently while preserving the integrity of core brand pages.
“Prismic allows our teams to structure content in a way that supports consistency across destinations while giving enough autonomy to adapt content to local needs. Its approach fits well with our long-term vision for scalability and content quality.”
Content previews further support this setup by allowing teams to review updates in context before publishing, maintaining a high level of quality across the site.
The results: a refined digital experience that supports growth
- A stronger expression of each destination: The revamped website better reflects the unique identity of each location while maintaining a cohesive brand presence across the group.
- A scalable foundation for future evolution: The structured setup allows the website to grow and adapt without compromising design quality or performance.
- Efficient collaboration across teams: Multiple contributors can work in parallel, confident that updates align with brand standards and publish reliably.
Bonus tip from Cheval Blanc
If you want to elevate your website to match your brand, start with structure. Build a clear foundation that reflects your design and editorial standards, then allow teams to work within that framework as the site evolves.