luxury hotel website needs to craft a story to build emotion

Unique amenities, exclusive experiences and personalized service used to be the proprietary domain of a luxury hotel … but now these offerings have become mainstream in any hotel from midscale upwards.

This means that high-end hospitality brands have had to raise the bar even higher to convey an extraordinary guest experience and differentiate themselves in meaningful ways.

But this isn’t easy in the online world, where pixels alone can’t create a luxury experience. Making a webpage feel luxurious is indeed a challenge for many hoteliers.

Whether they are appealing to young affluents or established wealthy travelers, here are the secrets that luxury properties use to engage and convert their direct hotel website visitors:

1) Luxury Hotel Websites Tell a Story

When consumers buy luxury goods they are buying into a story. BMW’s story, for example, is crafting luxurious cars. For Rolex, it’s a long history of fine Swiss watchmaking. Consumers want to be part of a something with cachet.

Something special and aspirational.

In the same way, affluent customers don’t just book rooms, they seek hotels that offer a story they want to be part of. Luxury hotel brands understand that booking a night on their property isn’t a functional or financial decision – it’s an emotional one. So, they know that their website has to craft a story that transcends the brick and mortar property itself.

2) Luxury Hotel Websites Celebrate F&B

Luxury consumers consider food to be a vital component of their travel experience. So, smart upscale hotel brands know how to showcase their unique food and beverage offerings, including the connection to local, sustainable, and organic markets and purveyors, their chef’s background and inspiration, as well as showing their hotel’s proximity to authentic foodie finds, like local restaurants, farmers markets, etc.

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