Travelers in search of inspiration can increasingly turn to their hotels for advice on vacation activities. As Luxury Hotels gain digital sophistication, many are investing in trip-planning content in order to differentiate themselves from the pack.
Half of brands in L2’s Digital IQ Index: Luxury Hotels offer local destination guides, up from 42% last year. Nearly a quarter of brands take the extra step of offering more curated local concierge or ambassador tips, and two brands (Four Seasons and The Peninsula) provide guests with exclusive experiences such as meeting local artists and designers.
Genius brand Marriott and Average brand Conrad both offer impressive destination guides. Conrad offers a curated selection of experiences through both dedicated microsite StayInspired.com and the Conrad Concierge mobile app, providing suggestions in one-, three-, and five-hour increments. Meanwhile, Marriott partnered with VSCO and a select group of photographers and travel writers to create city guides for Berlin, Taipei, Paris, Cairo, and Portland. Both brands also solicit user-generated content and showcase the best submissions on social media, thus generating engagement around their respective projects.