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07

Creating a website that reflects your enhanced experience

You've made all the enhancements and changes necessary to reopen your property. Your focus is squarely on the well-being of both guests and your team members. And you're confident you can still provide an experience that is worthy of your brand.

Does your website give potential guests that same confidence?

We've talked about how to communicate changes to your policies and procedures (that includes not calling them "policies and procedures," if you can help it). But what about the rest of your website? It needs to reflect your new, enhanced experience, too. Here are three questions to ask yourself:

Does your site show new "taboos"?
Showing a large group of friends enjoying an activity, or a crowded dance floor at a wedding, used to be effective and engaging. Now those things have the opposite effect—they can make your property look out of touch or unconcerned with guest safety. Even a capacity chart that shows tables too close together, or a reference to "family-style dining," can give people pause and make them wonder what you're doing (or not doing) elsewhere.

Is your messaging out of touch?
Similar to the above issue with images, the words on your site matter, too. "Connecting," "communal," "social," and similar terms can send the wrong message—especially if you aren't also emphasizing the space available to spread out on your property.

Are you focusing on the positive?
As we've said before, frame what you are doing in a positive way—saying something like "we are enhancing your safety" instead of "we are protecting you from X" is subtle, but can help reassure. And focus on the unique attributes that matter more right now: open spaces, outdoor activities, how easy it is to stay socially distanced at the pool, etc. Even something as simple as guests not needing an elevator to get to their rooms can be a differentiator.

Getting your messaging right is always important—but today, it's more vital than ever. Take the time to think about not just what you're saying, but the overall image you're conveying, because it can make all the difference when a guest is considering where to stay.