HOTELS

Scott van Hartesvelt

Great New Web Site Designs
August 28, 2008

Is it me, or do most hotel Web site designs look about the same these days? With some very notable exceptions, it feels like the industry has settled into a design groove that features big, rotating pictures or flash on the home page with 200+ words of copy underneath and a simple navigation scheme. Combined with strong calls to action, this basic design scheme has worked well for several years now. On the downside, hotels are finding it harder to differentiate themselves. Two- and three-diamond properties are developing Web sites that look similar to four- and five-diamond gems, commoditizing their design and presentation. I see this as an opportunity, a chance for forward-thinking hoteliers to wow customers and win their business with a whole new approach to Web site design. 

Travel is often an emotional purchase. People favor experiences over features, emotion over logic. As technology on the Web has progressed and average bandwidth speeds for consumers have grown, more interactive and engaging Web presences have become a reality. There are some leaders in our industry and others that have jumped on the opportunity to connect with their customers in a new way.

First, here are three non-hospitality websites that I think are just spectacular:

Rolex.com – Rolex is such an iconic brand that their site needed to convey emotion, quality and lifestyle. For years I have had designers tell me that video was the future of the Web. Rolex was the first site that really paid off that promise for me.

Wilder – Developed by my friends at FL2, this site uses Flash programming to convey a sense of peace and harmony. The natural movement of a candle flame or a breeze gently blowing a swing provide for an authentic and engaging experience. In addition, FL2 has become a leader in Flash programming that can be indexed by search engines, meaning this beautiful site is still easy to find. 

Uniqlo – This clothing company has taken a new approach to browsing their catalog. Click on the “Experience Uniqlo Explorer” to view their Catalog Collage. 

While there are several examples of great hospitality sites that are breaking the mold, I want to feature just a couple. Hopefully some readers will add their favorite sites to the list through the comments function below.

Westin – I came across this promotional landing page for the Westin brand and was blown away.  They are connecting emotional aspects of their brand in a playful way. I see this design appealing to right-brain thinkers who favor creativity and symphony. I also love the ability for the user to “play” with the various games and features. 

Hoakalei Resort – For years hotel and resort developments have struggled with launching a “pre-opening” Web site. Without strong pictures or a clear understanding of guest history, it can be challenging to build a site that generates interest. This site does a masterful job of setting expectations and building excitement for the development.

If you are thinking about building a new Web site, it is important to decide whether you want to go with the tried and true approach, or attempt to break the mold. There is more risk in breaking the mold, but the reward could be a site that truly differentiates you from your competition. If you just finished your new site and feel it breaks the mold, please share it with readers by commenting below.

Posted by Scott van Hartesvelt on August 28, 2008 | Comments (6)