You have a story to tell, a mission statement, a feature, a location or an experience just waiting to be shared. Every hotel is unique and should use its voice to communicate with travel shoppers.
Last year, Four Seasons’ website underwent an $18 million makeover that has transformed their site into an ‘experience-centered’ design. Their new brand website features a slideshow that showcases various destinations where Four Seasons’ hotels are located along with the time zone and local temperature for each of the locations.
The genius behind this ‘sticky website’ is that it compels travel shoppers to engage with the Four Seasons’ online. By showcasing the destination and local vendors, it sells the destination as well as the hotel. Travelers can envision the experience to be had at a Four Seasons’ property. Featuring plenty of destination information and stunning photography, once you’re on this engaging site, you won’t want to leave.
Another strategic element the Four Seasons’ implemented is a family website in addition to their main site. This separate page targets the popular customer segment that is looking for family-friendly vacations. Creating a unique story for both market segments allows the brand to better connect and develop relationships with their clients.
You don’t need a multi-million dollar budget to be a Superstar Storyteller like Four Seasons. It’s their comprehensive display of local attractions, attractive design and attention to travel shoppers’ needs that makes their story memorable and engaging.
Learn more about how to share your story visually, download our tool-kit for hotel marketers: Amplifying Your Hotel’s Story.