Luxury hotel Websites: Critique & Vent
Feb 1, 2019, 12:18 am
#31
FlyerTalk Evangelist
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No worries for me, I'm not a billionaire.
Quel chuckle MacMyDay. I never look at videos but that's me and I am certifiably odd.
Some of my erstwhile professional life has been associated with internet user models and interfaces, particularly around content. And, it is textual and info content where most hotel websites fail.
As hinted above, this often is deliberate because venues see only the marketing aspects of their sites. Yet, with increasing emphasis on getting prospects to book directly on the website (thereby circumventing travel agents and their pound of flesh), it would behoove venues to enrich sites pragmatically with useful info most folk need in order to book. Every online booking is more money in the bank pure and simple, no commissions, no fuss, no muss.
I am likely to book luxury hotels online when my stay is one or two nights. I don't want to bother my travel advisor but want lots of good information. The better, more informative the website, the more likely I am to put that venue on my booking list.
Quel chuckle MacMyDay. I never look at videos but that's me and I am certifiably odd.
Some of my erstwhile professional life has been associated with internet user models and interfaces, particularly around content. And, it is textual and info content where most hotel websites fail.
As hinted above, this often is deliberate because venues see only the marketing aspects of their sites. Yet, with increasing emphasis on getting prospects to book directly on the website (thereby circumventing travel agents and their pound of flesh), it would behoove venues to enrich sites pragmatically with useful info most folk need in order to book. Every online booking is more money in the bank pure and simple, no commissions, no fuss, no muss.
I am likely to book luxury hotels online when my stay is one or two nights. I don't want to bother my travel advisor but want lots of good information. The better, more informative the website, the more likely I am to put that venue on my booking list.
Feb 1, 2019, 7:17 am
#32
Join Date: Aug 2007
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It seems that guests no longer appreciate any surprises at all (apart from bottles of Champagne, of course). They want to know exactly what they wll be getting before they book. What a contrast to the pre-website days, when we all sent off for hotel brochures, read articles in magazines and maybe even phoned the hotel in question.
I used to enjoy arriving at a hotel and being delighted by the numerous unanticipated aspects of it. I feel the same now.
Hotel websites invariably do not capture the essence of hotels. The camera often lies and the reality is sometimes not as good, or is even better than imagined. Surely, that is part of travel and discovery.
Do we really want to know exactly what our experience is going to be in advance? if that is the case, then why not just slap on a pair of goggles and go for virtual reality hotels! Maybe that is the future. I do hope not.
I used to enjoy arriving at a hotel and being delighted by the numerous unanticipated aspects of it. I feel the same now.
Hotel websites invariably do not capture the essence of hotels. The camera often lies and the reality is sometimes not as good, or is even better than imagined. Surely, that is part of travel and discovery.
Do we really want to know exactly what our experience is going to be in advance? if that is the case, then why not just slap on a pair of goggles and go for virtual reality hotels! Maybe that is the future. I do hope not.
Feb 1, 2019, 10:01 am
#33
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does that apply to limited numbers/types of luxury hotels/properties? for example big city hotels?
certainly well said as usual. a few old aman reports said "i'm not going to tell you in this report what the surprises were." independent properties would do similar, but not any other brands.
pretty much the only thing i want to be able to do is book a specific accommodation, rather than category. some properties avoid this by having zero or minimal variation.
seems like there is more emphasis here on hard product vs in past. maybe its not much of a change in terms of preferences but just how discussion goes. sometimes it would be nice to have properties where they are offering things that transcend hard product, but requires great owners and managers, very tough. especially in these days of marketing 'expert' nonsensical trends that unfortunately can 'work'. and frankly, it is reality that some guests just want to instagram themselves etc. website design is assuming they are only gaining certain revenue from certain guests without ever losing revenue from other guests. unfortunately it can be very difficult to track lost revenue from existing/potential guests.
and one cannot quantify how surprises build real loyalty and can result in increased revenue.
also may be better for brand websites to underpromise and overdeliver, vs more typical opposite.
across industries there are often conflicts between those trying to explain why/how to make an effective interface and those who only care about other things
certainly well said as usual. a few old aman reports said "i'm not going to tell you in this report what the surprises were." independent properties would do similar, but not any other brands.
pretty much the only thing i want to be able to do is book a specific accommodation, rather than category. some properties avoid this by having zero or minimal variation.
seems like there is more emphasis here on hard product vs in past. maybe its not much of a change in terms of preferences but just how discussion goes. sometimes it would be nice to have properties where they are offering things that transcend hard product, but requires great owners and managers, very tough. especially in these days of marketing 'expert' nonsensical trends that unfortunately can 'work'. and frankly, it is reality that some guests just want to instagram themselves etc. website design is assuming they are only gaining certain revenue from certain guests without ever losing revenue from other guests. unfortunately it can be very difficult to track lost revenue from existing/potential guests.
and one cannot quantify how surprises build real loyalty and can result in increased revenue.
also may be better for brand websites to underpromise and overdeliver, vs more typical opposite.
across industries there are often conflicts between those trying to explain why/how to make an effective interface and those who only care about other things
Last edited by Kagehitokiri; Feb 1, 2019 at 10:34 am
Feb 1, 2019, 10:39 am
#34
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Excellent post dear vuittonsofstyle
It seems that guests no longer appreciate any surprises at all (apart from bottles of Champagne, of course)
Do we really want to know exactly what our experience is going to be in advance? if that is the case, then why not just slap on a pair of goggles and go for virtual reality hotels! Maybe that is the future. I do hope not.
Do we really want to know exactly what our experience is going to be in advance? if that is the case, then why not just slap on a pair of goggles and go for virtual reality hotels! Maybe that is the future. I do hope not.
BTW: Just gave up my membership to the LHW Leaders Club after having been founding member in 2000. Luxury for me today means a certain risk taking, the unique guesthouse, the exotic restaurant, but certainly not the standardized "luxury" property telling me EXACTLY what I will get.
Feb 1, 2019, 10:56 am
#35
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You know, those two notions (surprise/unexpected delights, and much info and detail) are not in contradiction. They work together to make the most of the guest experience. It is a false dichotomy to set these against one another.
Last edited by KatW; Feb 1, 2019 at 11:04 am
Feb 1, 2019, 11:02 am
#36
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Kagehitokiri, you write: across industries there are often conflicts between those trying to explain why/how to make an effective interface and those who only care about other things
Uncertain of your meaning unless you refer to obscurant marketing. Especially at the luxurious high end, interfaces can be made to do both.
Uncertain of your meaning unless you refer to obscurant marketing. Especially at the luxurious high end, interfaces can be made to do both.
Feb 1, 2019, 11:21 am
#37
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you never had conflicts with people who did not understand what you were doing as well as you did?
talking about bureaucracy and poor management / decision making.
some prefer a lack of standardization. longtime aman regulars were fine with original aman website.
i would say the same thing about my experiences at some luxury properties, pretty much at properties that were not like regular hotels. i had never thought of it that way before. so well said, great posts.
sometimes i think one difference is whether one prefers properties unlike hotels, or likes both.
talking about bureaucracy and poor management / decision making.
some prefer a lack of standardization. longtime aman regulars were fine with original aman website.
sometimes i think one difference is whether one prefers properties unlike hotels, or likes both.
Last edited by Kagehitokiri; Feb 1, 2019 at 11:37 am
Feb 1, 2019, 2:07 pm
#38
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I appreciate those points, but the FS website is not designed with industry professionals in mind, or even with the type of highly knowledgeable travelers here on this forum in mind. It’s no accident or oversight that highly detailed information is absent, it is by design.
The photography, such as of lovely Four Seasons beds, attentive housekeeping, reflections of palm trees in swimming pools, etc... is aimed at the viewer’s emotions. And it also does serve to gloss over details they may not want to highlight.
The photography, such as of lovely Four Seasons beds, attentive housekeeping, reflections of palm trees in swimming pools, etc... is aimed at the viewer’s emotions. And it also does serve to gloss over details they may not want to highlight.
Off topic -- I remain irritated that FS SF continues to use this photo in the advertising and web page: Veranda Terrace. I've never been able to find it.
Feb 2, 2019, 2:05 am
#39
Join Date: Jan 2009
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Interesting take. Basically, you're saying the FS website sucks on purpose. I can't quite convince myself that Hanlon's Razor is applicable here. I do agree that the FS web page is so bad that it might be intentional; a clear emphasis on style over substance.
Off topic -- I remain irritated that FS SF continues to use this photo in the advertising and web page: Veranda Terrace. I've never been able to find it.
Off topic -- I remain irritated that FS SF continues to use this photo in the advertising and web page: Veranda Terrace. I've never been able to find it.
The worst picture ever was used by Four Seasons Seattle. It showed beautiful weather (unlikely for Seattle) and an “aspirational” couple sitting by a fire pit. The man had a very awkward grin on his face for some reason. Things like that do suggest at least a certain level of stupidity comes into play when they choose photographs.
Last edited by MikeFromTokyo; Feb 2, 2019 at 6:30 am
Feb 2, 2019, 3:27 am
#40
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https://www.youtube.com/channel/UCYx...O1YYa9yQ3lKC8w
Feb 2, 2019, 4:15 am
#41
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I do not see that as being too far off. I'm curious if other denizens of this forum also watch these walkthroughs of luxury hotels on Youtube. I personally enjoy them as they give me a much better idea of what I can expect from a given property. I do like to know ahead exactly what I am getting. As for the "surprise" aspects, I count on these more on the software side. With so many luxury properties to choose from these days, I consider it a failure on my part if I end up at a substandard property because I did not do the necessary research/planning.
https://www.youtube.com/channel/UCYx...O1YYa9yQ3lKC8w
https://www.youtube.com/channel/UCYx...O1YYa9yQ3lKC8w
Feb 2, 2019, 8:55 am
#42
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FS spent $18m to make website focus on reservations being made on mobile devices, it paid off in those terms, but my question remains how much revenue may have been lost due to changes
to clarify, the one thing i want to know and control is exact accommodation. less hard product and more location, layout, view, etc when they vary. it is the opposite of luxury when the worst room in the category is dramatically different from best room in category. worst rooms should not even be used for regular guests in most situations, if they are built/renovated.
websites never let guests know about the absolute worst rooms etc.
to clarify, the one thing i want to know and control is exact accommodation. less hard product and more location, layout, view, etc when they vary. it is the opposite of luxury when the worst room in the category is dramatically different from best room in category. worst rooms should not even be used for regular guests in most situations, if they are built/renovated.
websites never let guests know about the absolute worst rooms etc.
Last edited by Kagehitokiri; Feb 2, 2019 at 9:49 am
Feb 2, 2019, 10:29 am
#43
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There are many amazing owner-operated and non-chain resorts that have the absolute worst websites that are dated in both design and photography. It makes it a really tough sell - especially because typically the decor and architecture is also quite traditional. These have ended up being some of my favorite hotel experiences because they have such a strong sense of place.
I don't like the stock professional photo look with rose petals on the bed and a couple about to have a romantic moment - so awkward. But I am also not a fan of the Instagram model look. Both styles end up making everything look the same, instead of giving a visual for what makes the hotel compelling and unique.
If I ruled the world every hotel website would list how long the drive is from the airport, the vehicle options and cost for the transfers, the email address for the concierge, restaurant menus including bars and room service, and a detailed resort map. As a former information scientist, I also love a great FAQ.
I don't like the stock professional photo look with rose petals on the bed and a couple about to have a romantic moment - so awkward. But I am also not a fan of the Instagram model look. Both styles end up making everything look the same, instead of giving a visual for what makes the hotel compelling and unique.
If I ruled the world every hotel website would list how long the drive is from the airport, the vehicle options and cost for the transfers, the email address for the concierge, restaurant menus including bars and room service, and a detailed resort map. As a former information scientist, I also love a great FAQ.
Feb 2, 2019, 4:16 pm
#44
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Here's what I find frustrating. Let's say a "superior" room is $x. A "deluxe" room is $1.5x. But there's no description that explains why I should pay 1.5x. Even when square footage is given, it's often a broad range that overlaps for both categories. I want to know why I should book the higher category room. Explain why it is a higher price. Is it closer to the beach? Is it a better view? What?
Feb 2, 2019, 6:38 pm
#45
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I remain irritated that FS SF continues to use this photo in the advertising and web page: Veranda Terrace. I've never been able to find it.
