Avenne Retreats runs private tennis weeks in El Gouna, on Egypt's Red Sea. Twelve guests, four players to a coach, seven nights, from €4,800 per guest. This concept covers the full guest path: brand, landing page, booking, deposit payment and confirmation.
Role: brand identity, product design, front-end build
Scope: landing page, booking, payment, confirmation
Built with: HTML, CSS, JavaScript, GSAP, Lenis, Vercel
The problem
Most luxury retreats sell a week this expensive through an enquiry form. A guest fills it in, waits a day or two, then trades emails about dates, rooms and what is included before anyone mentions a deposit. Every step is a chance to lose them to a competitor who answers faster.
The guest at this price point is not short of money. They are short of certainty. Before committing, they want three things answered on the spot: is my week still open, what will it cost in total, and what happens if my plans change.
The brief was simple and strict: get people to book and reserve a place. No gimmicks.
Key decisions
Book now, not "enquire"
The obvious route was a request form and a sales call. I chose a direct booking flow with a 30% deposit instead, because it answers the guest's three questions in the moment rather than over email. The trade-off is a heavier flow to design. To keep it humane, the deposit is fully refundable up to 60 days before arrival, and the bank transfer option holds the place for 72 hours.
Availability you can trust
A "5 places left" line means nothing if it says something different in the header, the hero and the dates section. Every date, price and place count on the site comes from one data source, and every number on every page is calculated from it. When a guest books two places, the count drops everywhere at once. A full week switches itself to "Join the waitlist" and charges nothing.
The decision at first glance
The hero carries a working booking bar: dates, guests, places left and price, with one action, "Request a place". A guest who already knows they want to come never has to scroll. Everyone else gets the week, the place, the coaching, the price and the questions, in that order, each section answering a different question.
One action, everywhere
The page uses a single call to action across the hero, price, dates band and request form. Whatever a guest picks along the way (week, number of guests, name) carries into the booking step, so they never re-enter it.
What shipped
Landing page
A full-screen hero with a photo carousel and the booking bar, followed by the place, a day-by-day week, coaching, the price with what is and is not included, the 2027 season with live availability, and answers to the five questions guests ask before booking.
Booking
Pick a week, add guests by name and playing level, choose a room (shared sea room, sea room on your own, terrace suite) and extras. A live summary shows every line, the total, the deposit due today and the date the balance is due.
Payment
Card or bank transfer, with the deposit amount, the balance date and the cancellation terms in plain view before the guest pays.
Confirmation
A booking reference, the week, room and guests, what was paid, the balance due, and what happens next: the coach calls within two days, the balance reminder, the car at Hurghada airport.
On phone
The same flow, with the deposit and the next step pinned to the bottom of the screen.
How it would run in production
The concept reads its availability from a single data file. In production that file becomes an availability service backed by the bookings database. "Continue to payment" places a 15-minute hold, so two guests cannot buy the last place. The deposit runs through Stripe, a confirmed payment turns the hold into a booking, and a scheduled job sends the balance request 60 days before arrival. Cancellations and expired holds open places back up, and the waitlist hears first.
What I would do next
Test the flow with guests who have booked a retreat at this price before, especially whether a 30% deposit feels right or whether a smaller hold converts better. I would also add a private-group option for four friends booking together, which the current flow handles one guest at a time.
0 likes · 1 view · Nov 11, 2026
A landing page design concept and booking flow for a private tennis retreat on Egypt's Red Sea: from the first photo to a held place in four pages.
