L2’s Digital IQ Index: Prestige Hotels found that featuring local attractions was the most widespread site improvement among Prestige Hotels. In 2012, only 39% of prestige hotels sites had links to local attractions, but by 2013, 61% had added the feature. Another significant jump occurred in the contact concierge capabilities; 32% sites enabled direct concierge contact in 2013 vs. 16% in 2012.
Since 79% of travelers plan trips around activities, hotels have made an effort to offer guidance beyond property borders. For example, Four Seasons recently launched the “Extraordinary Experiences” microsite with videos and vignettes about immersive destination activities. Renaissance has created a Pinterest-like interface where users can search for dining, attractions, shopping, or brand hotels. Some have made their offerings more niche. For example, Four Seasons runs the “Have Family Will Travel” blog to serve as guide for those traveling with families.
And, 20% of brands now offer curated itineraries compared to 11% in 2011. As more hotels offer such services, providing general destination information will become the bare minimum for hotel brands.
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