Designed to drive conversion

Design-led conversion rate optimisation for Generator Hostels

Voted by Fast Company as one of the top 50 Most Innovative Global Companies, Generator is Europe’s fastest growing hostel brand. Pioneers of affordable luxury and masters of the social experience.


In less than 6 months, Crafted redesigned and rebuilt from the ground up, increasing both online conversions and the average booking value. The challenge of driving conversions while retaining an innovative design, in keeping with the Generator experience, was one we relished. Extensive use of video and imagery, alongside an edgy, staggered layout provide a rich, engaging experience. Reviews are replaced by integrated, customer-generated Instagram posts, providing social proof to back up the site content and drive users to book. Launched on valentine’s day, this was a site to fall in love with, visually and technically, and generating over £1 million of revenue in a single month helped too!



The results

More visitors

Organic traffic up 42%

Increase in conversions

Up 87% on mobile. Up 26% on desktop

Increased value

Advertising bookings up 45%. Bookings (organic) up 85%

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Crafted's creative approach to online marketing works perfectly when aligned with Generator's target demographic. By interrogating our online data, the Insights and Online Marketing Team has shaped an aggressive digital strategy which is facilitating our rapid growth by driving bookings and ensuring search engine visibility. Anwen Parry
Chief Marketing Officer - Generator Hostels

Europe’s fastest growing hostel chain