Project OKRs
Revamp Brand Website's IA and UX. Revamp the website with an experiential lens and insert useful functions to drive direct bookings, make relevant information easy to find for guests.
Activate the Brand's Web Presence. Form an umbrella brand story and sub-stories to scale content across marketing channels.
Refine Resort Experience Menu. Revamp existing service stories, communication model and strategy for resort experiences.
Refine Front Desk Tariff Communication to Sales Emails. Standardisation, brand language and induction kit for new team members.
Activate Marketing Channels. Cross-functional systems across channels of sales, marketing, social presence, B2B expos, events and product-service experiences.
Experience Design Audit: From the Resort's Key to Key Value Proposition.
We ran strategy sessions with the founding team to understand their vision, build on it visually through white boarding and connect the dots to define an action plan. We focused on every aspect of the brand to transform micro details into a macro picture of the brand story, services and operations across teams.
Design Goals
- Well-being and mindful stays as the central concept of the brand and service experience.
- Som, the spa will have a new brand experience and services with therapies of Ayurveda.
- 1000 Island's ethos and the resort's central vision should reflect in resort in-house and other guest experiences.
Resort Experiences: A Complete Transformation
We did a design audit for the existing resort experiences for — menu architecture, naming, storytelling and operations practices. The booklet was a sample and the services were at an early stage of development. We redesigned the services with the brand voice, strategic upselling combinations and developed a system for consistent service operations for every experience.
We added new verticals, experiential concepts and a handy tool for resort and sales team to design exclusive packages for guests.
Woods at Sasan Website: Revamped UX, Added Service Verticals and an Expressive Brand Story.
The website was upgraded to bring direct bookings, express the brand narrative, story of the resort, and valueable information for international guests — that was missing in the earlier version. The brand moved away from a basic presence to an explorative experience with the new version alongside being a sales tool as well.
Org Activation
With a new website, added verticals across travel interests and a defined storytelling approach, we worked with the in-house teams to own these stories, play with them and build further — to get business, innovate more and make the culture collaborative. Visual thinking with the teams formed a work habit over most meetings — to think and plan action points together.
Experience Strategy Impact: More Verticals, Revenue Pockets and Holistic Growth Direction
While working with a business strategy aiming to expand services with a clear brand positioning of well-being, all product and service stories fell into place around the central concepts. The investment in new services and experiences for the brand led to defining short-term and long-term goals, illustrating a few —
- Planning and hosting wellness retreats.
- Designing extensive wellness journeys, from 11-15 days itinerary.
- Bringing more D2C revenue, after the first marketing campaign gave 80x return on ad spends (in revenue).
- Hosting bespoke events that are eco-conscious, sustainable and set an example.
- Iterating and crafting exclusive resort experiences for a varied palette — building on the custom framework designed for the brands
- Invite partnerships to build design-led hospitality experiences, and scale signature brands (wellness and culinary).
- Invite people to support and grow existing community oriented initiatives that empower locals of the destination.
Key Entities Defined Afresh or Transformed
- Flagship Resort's Brand Positioning and Key Value Proposition
- Flagship Resort's Website and UX: Better Brand connect, Direct bookings and Service Stories
- Parent Brand's Business Pitch and Corporate Deck
- Som, Wellness Brand and Services
- Resort Experiences
- Resort Collateral: Menus, Key, Sales Communication, Email Communication
- Marketing Campaign Design: Direct-to-consumer Strategy
Process: Non-linear, Cross-functional and Iterative
- Visual thinking and strategy sessions with core leadership
- Team workshops for activation of the new narrative
- Marketing team activation for paid campaigns
- Sales team workshops for B2B communication
- Creative strategy for events: B2B, at the resort and marketing
Working with a beautiful hospitality brand has its perks. Here's a snapshot from my visit to the flagship resort.
Connected case studies:
Experience Strategy for parent brand, 1000 Island Hotels & Resorts.
Shaping the Wellness Service, Som.
