A leader in the global hospitality industry, Fairmont Hotels & Resorts wanted to improve usability and visitors’ web experiences across all platforms. It also needed to increase the volume of photos, videos and stories submitted by users, integrate social feeds from Facebook, Twitter, Instagram and Flickr, simplify the sharing process and increase the average time spent on site.
As social networking continues to grow and shape the way we communicate, Fairmont recreated a lifestyle community platform, “Everyone’s An Original” (EAO). EAO is the hub of user-generated content; forming the basis of many marketing campaigns that further exemplify Fairmont’s brand promise. The site needed to provide a mix of guest-generated media and non-traditional Fairmont content, and serve as a virtual gathering place for Fairmont guests, colleagues, and others as an interactive environment where fans of the brand could post photos or video from a trip, participate in exclusive contests, access exclusive hotel and destination content, experiment with hotel F&B recipes, and engage in conversations with other site users about their Fairmont experiences. On top of being a platform for brand and property storytelling, the EAO site also serves as a timely and comprehensive resource for travellers seeking hotel and destination information and visuals. To offer a device agnostic experiences, the EAO website is built responsively and offers a wide variety of ways to share content by seamlessly integrating with Facebook, YouTube (Google) and Fairmont President’s Club, the brand’s complimentary guest loyalty program. Features include:
- Streamlined content categories with rich visual layout for navigating
- Rich search
- Multiple media upload
- Single Sign-on through Facebook and Google, Fairmont President’s Club and Fairmont iPhone app
- Commenting platform with social media sharing tools
- 7 Responsive design breakpoints
With approximately 10,000 active contributors, the average time spent on the site went up 6% with an 8% increase of page views per visit. Prior to the site re-launch, there were over 8,000 stories. Following the launch of the site, we’ve seen a 300% increase in monthly stories submissions. Overall traffic to the site is up 45% year over year, and that’s without any advertising support. These results were so outstanding Fairmont was the recipient of a 2013 Gold Adrian Award. Yay!