Not unlike other major players in the digital hopsitality game like SLS South Beach’s new App or Conrad Hotels’ Conrad Concierge, now the Morgans Hotel Group, perhaps the first ‘Chic King’ in the hotel industry’s boutique sector with properties like the Delano (South Beach, Marrakech), Mondrian (LA, South Beach, NYC), Hudson (NYC), and Sanderson (London) to name just a few, has tapped New York-based digital agency, Firstborn, to partner on digital programming across its hotel properties, in addition to the development and re-launch of its global website. Firstborn will focus on creating mobile and web-based content geared toward enhancing the guest experience and promoting the brand’s boutique culture. They’ll also be working to develop exclusive on-property technologies that will deliver a more personalized stay. I’ll be curious to see what that entails, but I certainly have some ideas, if you need me, guys.
Since mobile is clearly the new social for consumers, Kim Walker, Creative Director and Senior Vice President of Brand and Marketing at Morgans Hotel Group, said their goal to create “an enhanced presence that will provide better service, anticipate guest needs, and engage guests during every step of their stay.” The real point here is that, when a guest chooses to stay at a Morgans Hotel Group property, they’re not just getting a place to sleep, they’re choosing to experience a unique culture. This is a common trend in the hotel game and one that will only continue to become more competitive and innovative as hotels battle for the heads and beds. Earlier this year, Morgans Hotel Group also attempted to bring life and style back to the lifestyle game by introducing Back of House, a culturally rich blog that features curated content in the world of design, art, fashion, music, food and nightlife. Through an extensive list of tastemakers, artists, and celebrities, Back of House wants to provide the kind of fresh, relevant material that makes guests feel on the cutting-edge of what’s current in the always-shifting cultural scene. Reminds me a bit of the 2010 launch of the LVMH blog, Nowness.com, which, after three years, appears to attract (according to Quantcast.com), approximately 184K UMVS (unique monthly views). Given the difficulty in growing a brand website or blog as a destination without daily content updates, a brilliant SEO strategy, and advertising support, it will be interesting to see how their content strategy develops and what they’ve set as KPIs to measure success. That said, the brand is always one to watch with their tapped in style.