Why We Are Leading With Experiences Now

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Good morning. A few days ago we learned from Victoria Taylor about experience design and one of the big things that stood out to me from that conversation was how focused she was not only on designing the in-person experience but also the digital experience that supports that.

Today, we're learning from Curator Hotel & Resort Collection President Jen Barnwell about why they did a big reposition and relaunch of their website to lead with experiences - as well as how they are working with their hotels and other teams to roll this out.

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Why We Are Leading With Experiences Now

with Jen Barnwell, President at Curator Hotel and Resort Collection

Today we get to learn from Jen Barnwell, President at Curator Hotel and Resort Collection, about why and how they repositioned and relaunched their website to lead with experiences. Here are 3 key takeaways from our conversation:

Experiences are the new currency

In today's world, travelers are no longer satisfied with just a room and a bed. They crave immersive and memorable experiences that go beyond the ordinary. Jen and her team recognized this shift and decided to put experiences front and center on their website.

By offering a wide range of unique and exciting experiences, they are capturing the attention of dreamers and inspiring them to explore.

Differentiation is key

With the rise of online travel agencies and the commoditization of hotels, it's becoming increasingly challenging for independent hotels to stand out. By leading with experiences, Curator is breaking free from traditional offerings and creating something truly special.

They are giving travelers a reason to choose their properties over the competition - a powerful differentiator in today's crowded market.

Data-driven experimentation

Jen and the Curator team understand the importance of data in shaping their strategies, and a are closely monitoring key performance indicators such as website traffic, engagement, and bookings to gauge the success of their new approach.

By analyzing this data, they can make informed decisions and continuously refine their offerings.

Listen to our full conversation now - we cover:

• Jen's journey to independent hospitality [0:56]

• Why double down on experiences? [3:11]

• Challenges hotels face in providing experiences [5:25]

• The opportunity to reframe the travel buying process [8:39]

• How they decided what to offer [12:43]

• What data points Jen and her team are watching to guide the program forward [15:12]

• Marketing and social media benefits [18:40]

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