Standard Hotels' New Website Capitalizes on the Brands' Big-City Lifestyle Culture
Skift Take
By highlighting all of the cultural programming at its properties and destinations above everything else with a mobile-first delivery, Standard Hotels is leveraging its strongest differentiator to drive audience engagement.
Standard Hotels launched a new version of its website last week with a mobile-first mission designed to convey the immersive experience at the hotels with equal energy on the digital platform.
Previously, Standard Hotels operated two websites dividing the hotel information content and lifestyle-oriented Standard Culture content. The new portal combines them with the goal of creating a more seamless user experience without burying the lifestyle content below the hotel and restaurant descriptions.
To accomplish that, the homepage leads wholly with lifestyle content about music, food, arts and other cultural programming, both on-property and offsite.
The hotel information is positioned in the top right dropdown menu,
