Resort lodging is a fascinating Rubiks cube of messaging and balance.
You’ve got OTAs, you’ve got direct. You’ve got lodging you own, you’ve got lodging the rest of the destination owns. You’ve got your perks, they’ve got theirs. You are selling something very similar yet very different at the same time.
What I want to talk about today is not the dynamics of those balances, but something I’ve noticed about the way resorts often communicate the perks that address these balances.
Typical vs Tremblant
What I typically see are what you might describe as a paragraph or, on occasion, bullet points or even fine print. For example, this paragraph sits between the headline and the big glossy photos of lodging options on one resort’s page:
“All of the lodging options offer full concierge services as well as ski lockers, access to the fitness center, game room, media room, outdoor pool and hot tub.”
I’d been on that resort’s lodging page many times and never read those words or, if I had, didn’t remember the message they were trying to get me to remember.
Now compare that paragraph to what shows up right at the top of Tremblant’s lodging page:
They’ve taken the same list of perks and done three things:
I think this is brilliant. They have, in effect, taken some of the same powerful patterns behind a logo or brand and applied them to their most important perks.
This, like so many things that catch my eye, sit at the intersection between smart and simple.
It’s one thing to have an idea, it’s another to boil it down to the essence that preserves the principles that make it effective but removes the complexity that would prevent you from putting it into practice. In Tremblant’s case, this simple anchor they’ve built for these perks is not just effective but a great replacement for text-heavy copy in other places like print or video.
We’ve all got perks that are meant to address key aspects of our offer, but Tremblant applied some brand-level thinking to make them stick. Awesome work.
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