Case study
AX Hotels
AX Hotels is the hospitality brand of the AX Group, with hotels in Sliema, Valletta, Qawra and Rabat, Malta, along with restaurants, bars and event venues. M7Alpha designed and built the AX Hotels website, a single group site that gives every hotel its own section and brings together dining, special offers, events, gift vouchers and practical guest information in English, German, French and Italian.
The project
AX Hotels is the hospitality brand of the AX Group, with hotels in Sliema, Valletta, Qawra and Rabat in Malta. M7Alpha designed and built the AX Hotels website, a group site that presents every hotel, restaurant and event venue in one place. This case study looks at how a website for many properties can stay easy to use for a guest who just wants to find the right stay.
What does a hotel group website have to do?
It has to help each visitor find the one hotel, restaurant or venue that suits them, while showing the strength of the whole collection.
The AX Hotels collection covers very different experiences: boutique stays in Valletta, coastal breaks in Qawra, city stays in Sliema and a wellness retreat in Rabat. A guest planning a spa weekend and a company planning a conference should both feel the site was built for them. At the same time, the group needs one place to promote direct booking offers, gift vouchers and events across all its properties.
How is the AX Hotels website organised?
The main menu is built around what visitors come to do, with the less frequent topics grouped under More.
| Menu item | What the visitor wants |
|---|---|
| Hotels | Compare the hotels and choose where to stay |
| Restaurants | Find somewhere to eat or drink across the group |
| Special Offers | See the deals available when booking direct |
| Conferences & Weddings | Plan a wedding, corporate event or private celebration |
| Gift Vouchers | Buy a stay, spa day or meal as a gift |
| Staff Party | Book a festive or team celebration |
| More | About us, facilities, accessibility, sustainability, careers and contact |
Help and My Reservations links sit at the very top of every page, so a guest who has already booked can get what they need without searching through marketing content.
How do several hotels share one site without blurring together?
Each hotel has its own section, with its own restaurants and venues organised beneath it.
The Palace, The Victoria, Palazzo Capua, Rosselli, The Saint John, ODYCY, Verdala and The Heights each have a dedicated area of the site. Restaurants sit inside their hotel’s section, so a restaurant such as The Griffin appears under Verdala Wellness in Rabat. A guest who arrives on one hotel’s page stays in that hotel’s world, while the group-wide pages for restaurants, offers and events let anyone browse across the whole collection.
This structure also helps search engines and AI assistants understand which hotel, restaurant or venue each page is about, and where it is in Malta.
How does the website serve guests from abroad?
By speaking their language and answering their practical questions before they need to ask.
- Four languages: the site is available in English, German, French and Italian.
- Frequently asked questions: a homepage FAQ covers check-in and check-out, breakfast, parking, Wi-Fi, families, accessibility, languages spoken, airport transfers, pets and special diets.
- Discover Malta: blog content on beaches, culture, events and things to do in Malta and Gozo.
- Accessibility and sustainability: dedicated pages for guests who need adapted rooms or want a greener stay.
The FAQ is a good example of content that works for people and AI search alike. Each question is answered in a short, direct sentence, which is exactly the format ChatGPT, Claude, Gemini, Copilot and Perplexity look for when someone asks whether a Malta hotel has parking or allows pets.
What lessons apply to other multi-property businesses?
The same principles work for any group with several locations, from hotels to restaurant groups and retail chains:
- Give every property its own section, and nest its restaurants, venues and offers inside it.
- Build the main menu around what visitors want to do, not around the company structure.
- Keep existing customers’ tasks, such as managing a reservation, one click away on every page.
- Answer common practical questions in a plain FAQ.
- Offer the languages your guests actually speak.
How M7Alpha helps hotel groups and hospitality brands
M7Alpha designs and builds websites for hotels, restaurants and hospitality groups in Malta and abroad, with design and development done entirely in-house. If you manage several properties or brands, see our web design and development service, browse more of our work, or talk to us about your project.
Frequently asked questions
Who designed the AX Hotels website?
M7Alpha Creative Studios, a web design, development and branding agency in Żurrieq, Malta, designed and built the AX Hotels website. The site brings together the AX Group’s hotels, restaurants, offers and event venues across Malta.
Which hotels are on the AX Hotels website?
The site includes The Palace, The Victoria, Palazzo Capua, Rosselli, The Saint John, ODYCY, Verdala and The Heights, across Sliema, Valletta, Qawra and Rabat in Malta.
Should a hotel group have one website or a site for each hotel?
One well-structured group website, with a full section for each hotel, is often easier to manage and lets guests compare properties and see group-wide offers. Individual sites can make sense for hotels with a very distinct brand, but they mean more content to keep up to date.
Why should a hotel website have an FAQ section?
Guests ask the same practical questions about parking, breakfast, check-in times and accessibility. Answering them plainly on the website saves time for reception teams and gives search engines and AI assistants clear answers to quote.
