Luxury Hotelier - September 2007 - (Page 66)

66| Connect Winning strategies One&Only Resorts crafts an e-marketing plan that focuses on individual interests and needs A s a leisure brand with a clear focus on personalization, One&Only Resorts built its digital marketing philosophy to ensure the brand is carefully positioned to its target audiences in a way that lends visual impact, according to Helen McCabeYoung, the company’s senior v.p., sales and marketing. One&Only, which has properties in Dubai, Mexico, the Bahamas, Mauritius and the Maldives, accomplishes this by using technology to accommodate individual interests and needs. The company’s Web site, www.oneandonlyresorts.com, was relaunched in February 2006 and won a Gold Adrian Award from the Hospitality Sales & Marketing Association International the same year. “The site successfully leverages our black and white images conveying the lifestyle and memorable experiences associated with the One&Only brand as well as providing depth of information about each resort in a manner which is visually compelling,” Ms. McCabe-Young says. “Designing the functionality was an integral part of the process, such as the ability for visitors to the Web site to have the capability to easily compare amenities and activities across all our resorts versus limiting visitors to a linear process through each resort.” Visitors to the One&Only Web site can gather personalized highlights based on their interests and send themselves an e-mail with a summary for each resort. “The online room tours go beyond the 360-degree or photo library tours found on many hotel Web sites by providing choice of navigation as well as self-playing panoramic tours, accompanied by music appropriate to the destination,” she says. “Every room type is represented by an extensive collection of photography, which was shot specifically for the site.” The One&Only site also recently launched a brand communications center, which is an internal tool that allows the company to assist its resorts, regional sales offices and design agencies with collateral guidelines, photography, brand standards and other tools to produce effective communications supporting the brand. The digital marketing program, which was developed by MMG Worldwide and the One&Only Resorts’ in-house team, also includes regular e-mail communication in several languages to guests, potential guests and travel agents. One&Only Resorts Web site visitors can get personalized highlights based on their interests and receive an e-mail with a summary for each resort. » BY ELAINE YETZER SIMON Right: Extensive photography on the One&Only Resorts Web site supports the company’s goal of targeting visitors in a visually impactful way. Luxury Hotelier | September 2007 | www.LuxuryHotelier.com http://www.oneandonlyresorts.com http://www.oneandonlyresorts.com http://www.LuxuryHotelier.com

Table of Contents Feed for the Digital Edition of Luxury Hotelier - September 2007

EDITOR’S LETTER PUBLISHER’S LETTER INFORM NETWORK PERSONALITIES INSIGHT INSIGHT PROPERTIES ROPERTIES INSPIRE DELIVER PROTOCOLS INSIGHT INNOVATE DEVELOPMENT INDULGE INSIGHT CONNECT UPDATE DOSSIER

Luxury Hotelier - September 2007

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