Bizsuccess

Thursday, November 19, 2009
By Pattie Baker

I fell upon the website for the Intercontinental Hotel Group innocently enough.  I have a meeting at its Americas headquarters next week and I wanted to do a little research specific to its corporate social responsibility.  Well, my goodness, I found a website filled end-to-end, front-to-back with examples of everything right to do on a site.  Here is a summary:

• Lead with emotion.  An inviting block of body copy tells me that Intercontinental Hotel Group’s goal is to create great hotels guests love.  Nice.  And may I mention that the look of the site is very easy on the eyes?
• Give me the quick info fast. Wanna’ book a hotel room?  Just book your stay and call it a day.  Want to know the latest news, share price, or hotel development updates?  No problems.  It’s all right there.  Like your info in video format?  Click, click, click.
• Provide me with opportunities to interact.  Links to Twitter, giving feedback, and requesting customer service make interactivity a breeze. 

Oh, and that corporate responsibility info I wanted?  It’s one click away on its own fully-developed microsite.  Case studies.  Partnerships.  Economic impact.  Environment.  Innovation.  And, yes, even more videos.  This entire website was so nicely done that I would, in fact, consider staying at one of the IHG hotels—and I even know now that it has seven different brands.  The most surprising part of this website experience has been how quickly and easily an enormous amount of information was conveyed while underscoring the brand experience every step of the way.

If your website is starting to feel bogged down by too much copy, too much information, and too much time needed to get through it, take a lesson from the Intercontinental Hotel Group.  I’ll let you know what I think after I see one of its hotels up close and personal next week!