As travel content platforms and online travel agencies lure consumers away from brand sites, Luxury Hotel brands are using experience-related content to differentiate themselves from those competitors. Guests at Four Seasons or Peninsula can use the brand sites to book experiences such as a dim sum class with master chef Henry Fong in Hong Kong, or a day of beach volleyball training with Olympian gold medalist Todd Rogers.
However, few brands leverage content to attract bookings. Just half of brands in L2’s Digital IQ Index: Luxury Hotels offer local destination guides, and Four Seasons and Peninsula are the only ones providing guests with exclusive experiences.
Moreover, implementation is often incomplete. While guests can explore Four Seasons experiences on the brand site, they can only make reservations over the phone. L2’s latest study on Luxury Hotels’ In-Destination Experiences recommends adding a live chat tool or a direct link to email the concierge, as Peninsula has done. Clicking on a Peninsula experience brings up a detailed description and photos, along with a “Make An Enquiry” button that opens up a new email to the property’s Academy concierge – keeping the booking process conveniently online.