4) Facilities

This poorly named link is out of order. It should appear before the MWR page -- after all, it's part of the sales process.

This link shows people-less shots of what are really vibrant, exciting parts of the hotel. The copy for each is tired and feature-packed, rather than benefit-laden.

For example, the Polo Lounge is legendary -- so show rich shots of the wheelers and dealers that settle in for their $500 suppers every night (while outlining multi-million dollar deals on their napkins!), and of the elegant staff serving the culinary delights, etc. And sheesh -- don't reduce it to the status of a "facility" -- how cold.

Another example? They list the pool on this page, followed by features again ("Competition-size outdoor swimming pool with 21 private cabanas, blah, blah, blah."). And the photo is a rather nice shot of the pool, but...

Where are the people?? The cell-phoned subathers lolling around, the jewelry-draped bikini-clad starlets, maybe even Mick in his cabana! That photo shows none of the real glamour, and the copy does nothing to make my pulse race. What a waste.

On the same "Facilities" page, they also (in somewhat of a non-sequitur) list all kinds of activities and attractions within easy reach of the hotel. Don't list stuff -- *show* the beaches and the golf courses and Disneyland and...

Include maps for how to get to each attraction, ready for the guest to print and use, making the BHH and its site the *HUB* of a great vacation.

And hey, what the heck happened to that great free limo ride to Rodeo Drive, or anywhere else within 3 miles of the hotel? I've got a great pic of my daughters climbing out of that elegant black stretch! Run a photo of a guest photographing their children getting out of that limo -- that alone would make me decide on the BHH!

Emotion and benefits, please -- not features. That's what gets the sale, *no matter who your client is.*

Next: General Comments >

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Written by Ken Evoy, M.D.,
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