Salter Brothers Hospitality has launched “Worlds Apart”, a new master digital platform by Nightjar that brings the group’s portfolio of hotels, restaurants, and experiences together under a single experience-first destination.
The platform spans four distinct brands – the new Ardour Hotels & Estates, Bannisters Hotels, Spicers Retreats and a collection of Independent Retreat Hotels – creating a cross-portfolio discovery and booking experience for guests. With a significant amount of revenue generated by restaurant bookings, the platform needed to work as hard for dining as it did for accommodation – a nuance that would have been lost in a conventional hotel website format.
Nightjar’s answer was an experience-first architecture that organises the platform around the ways people actually want to travel – a long weekend with friends, a solo wellness retreat, a milestone dinner, a corporate offsite – rather than room types and availability calendars.
Dining, wellness, experiences, and stays are presented as equal pillars across the platform. An integrated booking toolbar responds dynamically to whichever property a guest is exploring, with full flexibility for the Salter Brothers Hospitality team to create booking flows across accommodation, dining, or spa treatments. The platform is designed to grow with the Salter Brothers Hospitality business as new properties and experiences are added.
As a new brand to market, Worlds Apart – and Ardour within it – had no existing equity to draw on. Nightjar approached the visual and content experience as it would a luxury editorial: rich imagery, considered typography, and storytelling designed to place the guest inside the experience before they have ever visited a property.
“Worlds Apart represents a genuine step change in how we take our portfolio to market,” Salter Brothers Hospitality senior group director marketing performance Victoria Peterson said.
“We’ve always believed that what we offer goes far beyond a room booking – it’s about crafting exceptional experiences across food, wellness, landscape and place. Nightjar understood that brief completely and built us a platform that brings to life that ambition. The ability to have guests seamlessly discover and book across our entire portfolio, is exactly what we needed.”
“The most interesting problems when creating digital experiences in hospitality aren’t really about technology – they’re about desire,” NIghtjar chief product officer Ahmed Meer said.
“How do you make someone feel something before they’ve arrived? That was our original brief. We structured Worlds Apart around that question.
“The experience-first architecture, the editorial approach to content, the way the booking layer sits beneath the storytelling rather than in front of it- all of it is designed to turn intent into a booking without the platform ever feeling transactional. We’re proud of what we’ve created, and excited to see it grow.”
