Melbourne City Apartments & Comworks partnership: Transforming digital presence, elevating guest experiences

Melbourne City Apartments (MCA) has earned its reputation as a standout in Australia’s short-term rental accommodation market, offering an impressive mix of high-end luxury penthouses, sub-penthouses, and premium family and corporate apartments across two iconic South Melbourne/Southbank buildings.

MCA manages 40 apartments, including three penthouses and two sub-penthouses, with some properties leased by MCA and others managed on behalf of owners.

This article was originally published in the latest AccomNews print edition. [Read it here.]

The pinnacle of MCA’s offerings is the Platinum Penthouse, a luxurious four-bedroom retreat that has been rated the top penthouse in Australia on Booking.com for two consecutive years, based on glowing guest reviews (9.9/10). However, staying at the forefront of luxury accommodation requires more than exceptional properties—it demands a digital presence that mirrors the sophistication of the guest experience.

Recognising this, MCA partnered with Comworks to refresh its website and elevate its online presence.

Luke’s vision

Luke, MCA’s head of marketing, joined the company nearly three years ago, spearheading innovative strategies that have propelled the business to new heights.

One of his key initiatives was crafting a dynamic social media presence, particularly on Instagram @mca.penthouses which helped MCA connect with luxury experience seekers and corporate clients previously outside their reach.

“We managed to target corporate clients and events like the Australian Open,” Luke explained. “This guided us into a gap in the market, building friendly relationships with potential loyal guests, which include those looking for unique, high-end experiences—and the results were transformative. We started making huge sales.”

Despite their successes, Luke recognised that MCA’s digital presence needed an overhaul to stay competitive. A refreshed website was essential to elevate user experience, reflect the brand’s sophistication and significantly boost direct bookings.

The challenge: Breaking free from OTAs

Like many accommodation providers, MCA faced the challenge of reducing reliance on online travel agencies (OTAs), whose hefty commissions eat into profits. They needed a website that could compete directly with OTAs, showcasing their luxury offerings and simplifying the booking process.

The solution: A collaborative approach

MCA turned to long-term partner Comworks to lead the website transformation. Paul Stubbs, Comworks’ Creative Director, worked closely with Luke to reimagine the website.

“A successful accommodation website starts with understanding your audience and destination,” Paul explained. “For high-end venues, first impressions matter. Guests judge visual aesthetics instantly, but ease of navigation is equally critical.”

Together, they created a platform that blends stunning design with intuitive functionality—delivering an irresistible user experience for discerning guests.

What makes MCA’s website shine?

• Striking design: High-quality images and a clean, uncluttered layout create an instant and lasting impression.
• Seamless bookings: A simplified booking process, with prominent “Book Now” buttons and clear navigation, makes reserving a stay effortless.
• Trust and credibility: Verified payment platforms, transparent contact details and guest reviews inspire confidence.
• Smart Escapes tool: This no-code solution allows MCA to create and display promotions easily, such as the popular “Three nights for the price of two” offer.
• SEO that works: Blogs focusing on Melbourne’s events and attractions drive traffic by boosting search engine rankings.

“MCA is very proactive with promotions,” Paul said. “Using Smart Escapes, they’ve increased direct bookings substantially—now seeing over 50 percent direct bookings.”

Results: A game-changer for MCA

Luke revealed that the refreshed website has delivered exceptional results:

• Direct bookings increased from 38 percent to an impressive 50-55 percent, dramatically reducing OTA dependency.
• Guests, from VIPs in the Platinum Penthouse to professional accommodation reviewers, have praised the site’s functionality and aesthetics.
• MCA has built a loyal following of return guests through targeted email campaigns and social media engagement.

Luke highlights their successful partnership with Comworks.

“Working with Paul was seamless. The website now truly represents the MCA brand and what we stand for.”

Beyond the website: A digital vision

Under Luke’s leadership, MCA’s digital marketing continues to thrive. Their Instagram account has flourished, showcasing the properties in stunning detail and connecting directly with guests. Creative campaigns, such as influencer collaborations and radio competitions giving away penthouse stays, have also elevated MCA’s profile.

Future plans: Expanding the horizon

Luke revealed that MCA is eyeing interstate expansion and exploring opportunities to connect with global audiences through a global distribution system (GDS). The focus remains on building relationships with corporate clients while enhancing guest experiences through personalisation and innovative campaigns.

Conclusion: Setting a new standard

Melbourne City Apartments’ website refresh is more than a digital makeover—it’s a redefinition of how luxury accommodation connects with its audience. With Comworks’ expertise and Luke’s visionary marketing, MCA has created a platform that is as beautiful as it is effective, setting a new benchmark for success in the industry.