Many chain hotels fall under the corporate umbrella, and this often means that marketing tools and collateral are shared amongst hotels in the family. There are cost advantages realized by such a strategy, and there’s something to be said about brand consistency – but this usually results in less individuality between properties. This is particularly true for websites, where it becomes difficult to showcase regional highlights or features that are unique to each hotel.
Conformity is strictly enforced, and generally there is a lack of originality. And with all due respect to the corporate overlords, they leave a lot to be desired from a usability and IA perspective.
There is a growing trend for high-end chain hotels to commission “vanity websites” to provide a stronger web presence outside of its corporate subjection. Luckily the ownership group of the Pan Pacific Hotel Vancouver is a forward thinking bunch, so they saw tremendous value in going this route. This allowed the hotel to tailor a website to align with their objectives on the web, and create a stronger web presence that would help them stand out from the pack.
Location is a defining feature of this hotel (it’s really, really good), so we employed a design approach that utilized large format visuals. It’s all about the photos, and a well integrated content management system makes it easy for the hotel to swap them out as new assets are commissioned. We also teamed up with our friends at 6S Marketing to ensure the new website would pull its weight across search engines. Also in the mix was a slick mobile site and a series of custom email marketing templates.