The document provides a summary and analysis of various hotel and vacation rental websites. It begins by analyzing the Turyaa Hotels website and provides details on the design, navigation, identity, and interface. It then analyzes websites for Starwood Hotels, Airbnb, The Lalit, and Windflower resorts. For each, it examines things like page load time, visual design, navigation, use of imagery, and how they communicate their brand identity and primary offerings. The document aims to understand how these companies present themselves online through a website audit.

1. Website Design - 2016

2. Competition Audit
Sterling Holidays – Website Design . V 1.0

3. Agenda
• Why competition audit
• One time leisure hotels &
OTAs
• Vacation Ownership India

4. It is imperative that
we understand
what is happening
in the industry by
looking at few of
the other brands &
their efforts on the
website front.

5. OTA & Hotels

6. Isobar’s rating

7. http://turyaahotels.com/

9. Basic Overview
● Page load time - 4.30 secs
● 1st thing to be noticed - A light and relaxing video with a sleek booking
widget at the bottom
● Eye movement pattern : The BG image/ video, the booking strip, select
language & the menu icon
● The site is completely responsive in nature
● There is no app currently
● The company offers resorts & hotels for vacationing

10. Identity
Default scroll Further scrolls

11. Identity
The logo
● The logo is in handwritten style and appears as one unit
● It doesn’t have a icon/ smaller version
● Placed on top, centrally aligned for desktop and tablet and on right for mobile
● Used in image format and is non scalable
● It is linked to the homepage in the inside pages
The tagline
● There is no separate tagline accompanying the logo
The website objective
● The objective is clarified in the 1st scroll itself from the spotlight banner and the booking strip
● The brand is all about holiday resorts & hotels
The core company presence
● The company contact details are mentioned under the main menu icon on every page at the
top

12. Navigation
Desktop homepage 1st scroll

13. Navigation
Desktop homepage 1st scroll

14. Navigation
Desktop homepage beyond 1st scroll

15. Navigation
Mobile

16. Navigation
The navigation style
● It’s a clear structural navigation
● The home page showcases menu icon on the top left corner
● It is fixed to that place across all pages
● There are few primary navigation items
● Some navigation links lead us to external links which are the other platforms for the brand
● A hamburger menu compiles all the navigation items
The journey
● The user journey majorly starts from the homepage and toggles between two of the resorts to showcase their details
● The booking process happens in on third party website with an external link
● There are no path indicators
● The sections are independent of each other
The main navigation
● It is consistent across pages
● It comes in the hamburger icon style
● The secondary navigation is only visible after we click on the respective primary navigation items

17. Navigation
Bottom navigation

18. Navigation
Individual links
● The individual links are textual and hide second level navigations
● The navigation labels are clear and readable
● The link labels are consistent in colours and fonts style
● There are no floating links
● Social links appear with the booking strip and are consistent on all pages
● There are no links for fields for newsletter signup
The site search
● The site search is absent in the global navigation or any of the links on homepage
● Specialised 404 communication is absent

19. Interface
Uniformity
● There is a complete harmony in the colour scheme of the ui elements, text as well as the images
Visual appearance
● The main theme colours are pink and gold
● Spacing and padding is uniform
● The images used are large and clean
● There is consistency in the fonts used across the website
● The website appears clean and fresh because of generous usage of negative space
Iconography
● Not much iconography used
Visual noise
● There is not much visual disturbance except in some of the deals banners where the message lacks legibility
Visual hierarchy
● Critical content appears above 1st fold
● The content hierarchy is very clear from the 1st look
● The menu links are given adequate importance

20. Starwoods Hotels

21. Isobar’s rating

22. http://www.starwoodhotels.com/

24. Basic Overview
● Page load time - 1.87 secs
● 1st thing to be noticed - Almost all the elements on the homepage have equal
importance visually
● Eye movement pattern : The booking widget, the spotlight images and
messages, the offerings
● The site is not responsive in nature
● There is a mobile site but none optimised for the tablet
● There is an app for the members
● The company offers international vacations along with other recreational
offerings outside vacations and has partnered with multiple other hotel chains

25. Identity
Desktop & tablet Mobile

26. Identity
The logo
● The logo appears as is and is not modified for digital.
● Placed on top left corner on the image background without much prominence
● Used in image format and is non scalable
● It is linked to the homepage in the inside pages
The tagline
● There is no separate tagline accompanying the logo
The website objective
● The objective is clarified in the 1st scroll itself from the spotlight banner and messages
● The brand is all about holiday resorts & hotels and also has the vacation ownership to offer
The core company presence
● The homepage has links of the company details and links to its partner websites

27. Navigation
Desktop homepage 1st scroll

28. Navigation
Mobile

29. Navigation
The navigation style
● There is no particular style of navigation
● The home page showcases navigation below the spotlight
● It does not maintain a fixed position
● The secondary navigation is only visible after we click on the respective primary navigation items
● Some navigation links lead us new pages which do not follow the same structure as the homepage in terms of
navigation
● The main navigation doesn’t showcase secondary navigation levels, but has an indication
● The mobile uses a hamburger menu
The journey
● The user journey majorly starts from the homepage towards various offering details in the inside pages and is terminal
● The navigation doesn’t show the synopsis of all the content
● There are no path indicators & hence information flow in one way
● The sections are independent of each other
The main navigation
● It is non consistent across pages
● It doesn't come in the traditional and familiar format
● In the mobile version all the menu labels are clubbed under the hamburger icon

30. Navigation
Bottom navigation

31. Navigation
Individual links
● The individual links are textual and hide second level navigations
● The navigation labels are clear and readable
● The link labels are consistent in colours and fonts style
● There are no floating links
● Membership related links are placed on top
● There is no mention of social links
● Partner links are mentioned at the bottom
● There are no links for fields for newsletter signup
The site search
● The site search is absent in the global navigation or any of the links on homepage
● Specialised 404 communication is absent

32. Interface
Uniformity
● There is a complete harmony in the colour scheme of the ui elements, text as well as the images
● Some of the pages follow a different template visually
Visual appearance
● The main theme colours are navy blue, light blue and grey
● Spacing and padding is uniform
● The images used are small and inconspicuous
● There is consistency in the fonts used across the website
● There is too much content fitted in the limited amount of space
Iconography
● Not much iconography used
Visual noise
● The type of font is condensed which affects readability in certain places
● There is not enough breathing space between the content blocks and between lines
Visual hierarchy
● Critical content appears above 1st fold
● The content hierarchy is not very clear from the 1st look
● The menu links are not given adequate importance

33. Interface
Mobile App
● A mobile app is available
● The app interface is clean and modern
● Although the app interface lacks uniformity in certain places
● The app is meant for members only
● The app serves as a mechanism for browsing hotels and bookings for members
● The visual appearance of the app is slightly different from that of the website
● The app has a special feature for keyless room entry in the booked properties
● It serves as a personal assistant regarding any information related to the hotels

34. AirBNB

36. Mobile• App: Yes
• Specialised Mobile Site: Yes

37. First Things to be Noticed
• Video banner on home page showcasing various travel destinations/stays from a traveller’s
point of view
• Visuals also capture the very essence of Airbnb which is about staying at home away from
home
• Messaging is apt – Welcome Home. Instantly gives a picture of what the brand is about
• First scroll is to the point and takes user directly to the booking menu
• How It Works section helps a new user to get a brief idea of Airbnb
• At the top right, a section is dedicated for a user who wants to be a host
• Website URL: https://www.airbnb.co.in/

38. First Things to be Noticed
• Pop-up on the left corner asking users about their next trip creates an immediate
connection with visitors
• A dedicated Help tab on the top from where user can also contact Airbnb

39. Primary Communication

40. Primary Communication

41. Primary Communication

42. Primary Communication

43. Primary Communication
• The primary communication is divided into two parts – one about the benefits of hosting
(community feeling) and the second is about travelling and exploration
• Hosting
– While there’s a section that says Hosting opens up a world of opportunity, there’s no content under
that category that would inspire a user to host. It straight away leads to a section wherein a host
can list his/her space. However, it does give information on how a host can be benefitted
monetary-wise.
– It is supported with visuals that go hand-in-hand with the ethos of being a host

44. Primary Communication
• Travelling & Exploration
– The next few scrolls concentrate on the travelling and exploration part
– Suggests weekend destinations based on a user’s current location
– It leads to a page with a list of nearby destinations supported with rich imagery, reasons to go to
that particular destination, and a curated list of available places to stay
– From a content perspective, it has to the point information capturing the uniqueness of each
destination
– Gives user enough information about places to visit and weather information
– The next scroll gives information on popular world destinations supported with rich imagery
– However, when clicked on a destination banner, it just leads to the listing page on available BnBs.
Ideally it should give a brief information about the uniqueness of that destination that would urge a
user to travel there

45. Primary Communication

46. Primary Communication

47. Primary Communication
• Establishing the Ethos of Community Feeling
– A video that establishes how Airbnb enables everyone to come together
– The strong messaging establishes this aptly and forms the theme of this brand/website
– Usage of words like “belong” and “home” validates this thought further
– The next scroll takes a user to the Airbnb community based on three carefully categorised sections viz, Travelling,
Business Travel, and Hosting
– Each of these sections leads a user to a page that gives a user information on how to go about it
– These three categories have elaborate information that a traveller would require when it comes to learning about the
benefits of booking an Airbnb
– Messaging is confident and convincing
– A customised messaging in the begging with a logged in user’s name creates a sense of belonging for every user
– Every section harps on the benefits of Airbnb. However, the content is put in a different fashion
• without making it look/sound repetitive
– A few testimonials can be found here and there after several clicks. Ideally it should’ve come along with the video

48. Brand Identity & Information

49. Brand Identity & Information

50. Brand Identity & Information
TopNavigation
– There’s no typical top navigation on the website
– It just has four sections: Become a Host, Messages, Help, and User Name
– This establishes the fact that the website is not focussed on the brand itself, it is all about the
users
About Us
– Company related information only comes at the last scroll
– The About Us section is brief and depicted pictorially with icons
– Uses a world map to showcase the number of worldwide listings Airbnb has
Blog
– Blog comes in the end which can go unnoticed
– It is visually rich with minimal text that appears only once a users hovers each image
– The communication on blog is aligned to what Airbnb is all about: travelling, affordability, hosting,
and community feeling

51. Brand Identity & Information
Press
– Very plain and generic
– Doesn’t feature latest news

52. Brand Identity & Information
Careers
– This section doesn’t follow the conservative messaging that we seen in most websites
– The content is put in a way that brings in the ethos of Airbnb aptly; talks about connection,
bonding, and togetherness
– Uses a world map to showcase the number of worldwide listings Airbnb has
Hosting
– Detailed information about hosting and the perks of it
– Maintains the same communication style as seen in other sections
– Substantiated with relevant images and videos

53. Social Media

54. Social Media Link
• Social media presence comes in the last scroll
• Depicted through social media icons
• These lead to the respective social media pages

55. The Content in General
• Tothe point and not verbose
• At no point in the website, it feels that it’s too text heavy
• It is a healthy balance of content and visuals
• Same tonality is maintained that is directed towards a traveller/host

56. Mobile App
• The mobile app has a clean interface
• It isn’t content heavy and gives prominence to visuals
• Right from the beginning establishes what Airbnb is about through its opening
communication
• Communication is in sync with that of the website
• The content is not superfluous, restricted to destinations and bookings
• Doesn’t have sections like media, press, careers, etc.

57. The Lalit

58. Isobar’s rating

59. Mobile
• App: No
• Specialised mobile website: Yes

60. First Things to be Noticed
• Images reflecting luxury and grandeur that the brand caters to
• Copy on every spotlight banner communicates luxury and royalty
• Banner copy is versatile and communicates a vast range of luxury amenities across all
resorts
• Dedicated section for booking widget with emphasis on starting price at each destination
• Contact link comes right on the home page (top right)
• Offers tab comes towards the bottom of the first scroll; however, the home page is not
cluttered with separate offer-related communication
• All destinations are listed at the end of the first scroll
• Website URL http://www.thelalit.com/

61. Primary Communication

62. Primary Communication

63. Primary Communication

64. Primary Communication

65. Primary Communication
• The primary communication and tonality focusses on the aspect of luxury and grandeur
• We can see a proper synergy of content and imagery to bring forth the aspect of indulgence
• Every destination tab leads to a page that is supported with rich imagery; content about the
resort comes only on the second scroll
• Booking widget is constant on every page
• Top navigation of Home page leads to inside pages that communicate about the vast range
of amenities that The Lalit has to offer
• Every write-up (for example: Suites & Rooms, Facilities) harps on the aspect of luxury living
• This is supported by the Virtual Tour of rooms, resorts, lobby, etc.

66. Brand Identity & Information

67. Brand Identity & Information

68. Brand Identity & Information

69. Brand Identity & Information
• Logo
– It is placed towards the left
– It is present across all pages
• Top Navigation
– Covers information that are important for a user when s/he is confirming a booking
– Not filled with brand biography or other similar information
– Concierge (Get in Touch) tab is present across all pages
• Brand Biography (About Us, etc.)
– Comes at the end of the second scroll
– Talks about how the brand is dedicated towards luxury living (maintains this theme throughout)
– Gives detailed information about the brand’s core values, CSR, etc.
– Content focusses on how the brand is working towards several destinations and redefining tourism

70. Brand Identity & Information
Marketing Information
– Dedicated Press Room tab that comes next to About Us
– One can search for info on Media Coverage, Press Release, etc. from here by date
TopNavigation
– Covers information that are important for a user when s/he is confirming a booking
– Not filled with brand biography or other similar information
– Concierge (Get in Touch) tab is present across all pages
Other Points of Contact
– Contact information in the last scroll (telephone numbers)
– Social media links for all channels

71. The Content in General
• A healthy balance of visuals supported with written content
• Visuals always precede the content to grasp the attention of a visitor
• Maintains the theme of luxury living throughout
• Careful usage of words as opposed to something casual. For example: Concierge and not
Get in Touch, Gastronomy and not Cuisine, etc.
• However, information page under each resort destination isn’t detailed and elaborate
• Offers page is generic – isn’t put in a way that’s enticing enough for a user
• All important content is covered in the home page; a user won’t get lost in the search for
finding a certain piece of information

72. Windflower

73. Isobar’s rating

74. Mobile
• App: No
• Specialised mobile website: Yes

75. First Things to be Noticed
• Image of resort amid a scenic background
• Online reservation widget on the left
• All destinations along with their respective images are mentioned towards the bottom of the home page
• A brief write-up under the logo that captures the essence of what Windflower caters to
• Package details listed out on top right
• Social media icons listed out next to the top navigation
• TripAdvisor certificate of excellence at the extreme right
• Website URL: http://www.thewindflower.com/

76. Primary Communication

77. Primary Communication

78. Primary Communication
• Primary communication is centered around ‘the best kind of experience’
• The communication is driven through the usage of rich imagery
• Each resort leads to an individual page that lists out everything pertaining to the
destination and the facilities one can avail in the resort
• “Come, take advantage” is a common theme used in all the communication

79. Resort Pages

80. Resort Pages
• Each resort page gives an overview, details of amenities, activities through a
vertical menu
• Resort pages are informative and covers every detail that a user would need to
know from a booking perspective
• However, it isn’t content heavy and loaded with redundant information
• It lists out different kinds of accommodation accompanied with a brief description
and gallery section under each category
• A reservation tab leads users to package details of that particular resort
• The packages list is constant across all pages
• The vertical menu on the left of each resort page also lists out the names of other
destinations making it easy for the user to view pages under other destinations

81. Brand Identity & Information

82. Brand Identity & Information
• The logo is placed towards the top left of the home page
• This placement is constant across all inside pages
• The website doesn’t list out any brand-related information
• The only information we find is on the home page under the logo

83. Navigation

84. Navigation
• The top navigation covers product related information and not anything brand
related
• Offers tab leads to a page with names of all the resorts which further lead to the
‘reservations’ page of each resort page
• Gallery section is minimalistic and categorised based on each destination
• Contact Us tab lists out address and contact details of all the resorts
• Social media icons come on the extreme left; however a duplicate Facebook like
icon is there next to the ‘Book now’ tab which leads to their Facebook page

85. The Content in General
• It’s an image driven website without content overload
• Content is given only when required (resort pages)
• Content is written in a way to give users a brief idea of what kind of experience awaits them
• It is direct and utility driven

86. Booking.com

87. Isobar’s rating

88. Mobile
App: Yes

89. Mobile
Specialised Mobile Site: Yes

90. First Things to be Noticed
• Search engine with communication around finding the best deals
• Individual destination banners with number of properties corresponding to each destination
• Discount communication
• Text communication ‘Free cancellation’
• A live ‘Just Booked’ field that keeps updating based on bookings made worldwide
• Second scroll lists out number of properties in each destination and most popular places for
• each day
• Website URL: http://www.booking.com/

91. Primary Communication

92. Primary Communication

93. Primary Communication

94. Primary Communication
• Communication is skewed towards the number of properties and the ease of booking
• The home page talks about the number of properties in each destination
• It highlights the benefits of booking.com in a list format
• Communicates about popular destinations and showcases live updates of booking made
worldwide
• The Deals tab on top navigation leads to a deal page that lists out popular destinations with
• an icon stating the number of deals available for the particular destination
• No mention of company related information on the main menu – this is a clear indication that the
brand is more focussed towards its customers
• Rewards tab urges users to sign up to make most out of their bookings; the communication here
CTA driven

95. Brand Identity & Information
TopNavigation
– Sections for writing a review, Seek & Go, finding deals, different kinds of accommodation, etc.
– Seek & Go is found again on the top right along with Register and Sign In fields
– There’s no mention of company related information here
About Us
– Comes in the last scroll
– Leads to an inside page with basic info and benefits of Booking.com
– Last scroll also has other tabs like Careers, Contact Us, T&Cs, etc.

96. Brand Identity & Information

97. Brand Identity & Information

98. Brand Identity & Information
• Seek & Go
– An interesting section that features curated information and tips from travellers worldwide
– Users can search for places based on their passion
– Results lead to a destination page with information, photos, weather details, along with traveller recommendations
– One can directly look for accommodations from this page
– Seek & Go page also has listings of other destinations with pointers on why one should visit that
• place

99. Brand Identity & Information

100. Brand Identity & Information

101. Brand Identity & Information

102. Brand Identity & Information

103. Brand Identity & Information
BookingsPage
– Bookings page is extremely exhaustive with the presence of every possible information
– Best Priced Guaranteed is a common communication across the bookings page
– Users can filter there search based on price, amenities, cancellation policies, accommodation type,
location, reviews, etc.
– Bookings page also shows number of people looking for a hotel and option to lock the place at the
current price
– User reviews can also be found here
– As a user scrolls down, s/he can find reasons to book an accommodation (depicted with icons)

104. The Content in General
• Content is exhaustive and directed towards the huge number of benefits of Booking.com
• Doesn’t only highlight deals, gives elaborate information for every search
• Visuals and content go hand in hand
• Content is given in a way that creates a sort of urgency among users

105. Mobile App
• The app is functional and given information pertaining to listings and deals
• Visuals are given wherever possible, however the information overload tends to make it
look a bit cluttered
• One can share a listing through mail/message/IM, etc. from the app
• No opening communication for the app, directly takes user to the search field
• The only communication in the opening screen is that of Free Cancellation
• Every accommodation search result gives info on price, stars, rating, and when the last
booking was done
• Menu has tabs like Secret Deals, Bookings, Reviews, Recent Searches, etc.; there’s nothing
about the brand on the main menu
• The Information tab gives a user details about customer service, T&Cs, Press, etc.

106. Hotels.com

107. Isobar’s rating

108. Mobile
App: Yes

109. Mobile
Specialised Mobile Site: Yes

110. First Things to be Noticed
• Vibrant cityscape seen through the balcony of a hotel room with (hotel name for the image comes
at the bottom left of the image)
• Booking engine, rewards field, contact details
• No content/copy other than the tagline that comes right next to the logo
• First scroll is to the point and communicates the aspect of booking a hotel
• Second scroll highlights deals for the day along with suggested destinations
• Website URL: https://in.hotels.com/

111. Primary Communication

112. Primary Communication

113. Primary Communication

114. Primary Communication

115. Primary Communication
• The primary communication of this website is centered around deals
• The home page clearly talks about deals and rewards
• The Deals tab on top navigation leads to a deal page that lists out popular
destinations with an icon stating the number of deals available for the particular
destination
• No mention of company related information on the main menu – this is a clear
indication that the brand is more focussed towards its customers
• Visuals form an integral part of all their deals communication
• Rewards tab urges users to sign up to make most out of their bookings; the
communication here is CTA driven

116. Brand Identity & Information

117. Brand Identity & Information
Top Navigation
– Logo along with the headline clearly hints at the deals aspect
– Top navigation focusses on deals and rewards
– There’s no mention of company related information here
– Other than this, one can also find login tab, and contact details
About Us
– Comes in the last scroll
– Leads to an inside page with very basic information
– Last scroll also has other tabs like Customer Service, Affiliates, etc.

118. Brand Identity & Information

119. Brand Identity & Informations

120. Brand Identity & Information
BookingsPage
– Hotels are listed out with crucial information like user rating, distance from city centre and airport
– Deal price is also mentioned
– When clicked on a hotel listing, the inside page lists out details of all amenities, with images, and
user rating for various amenities
– A ‘Price Watch’ section lets a users to keep an eye on his/her chosen feeling to stay updated on
price fluctuations
– Reward points are also clearly mentioned

121. The Content in General
• Not a content heavy site
• Only to the point content is given to communicate various deals
• It is more factual with prominence given to offers and deals
• Visuals are given prominence throughout

122. Mobile App
• The app starts with an opening image of a hotel balcony overlooking the city
• First communication is directed to the user asking if s/he needs a hotel; it tracks a user’s
location to look for hotels nearby
• A click-to-call option is there at the top right corner
• Content is to the point just like the website
• Menu has tabs like Saved Hotels, Rewards, Customer Service; there’s nothing about the
brand on the main menu
• A dedicated search field is there on the home page
• As we scroll down, deals and rewards field come
• The brand logo is not accompanied with the tagline like that on the website
• Images are given prominence here as well as opposed to content

123. Make My Trip

124. Isobar’s rating

125. Mobile
• App: Yes
• Specialised Mobile Site: Yes

126. First Things to be Noticed
• Vibrant background image of a holiday destination
• Booking engine, promos, holiday deals
• No content/copy other than the tagline that comes right next to the
logo
• First scroll is to the point and takes user directly to the booking
menu
• Dedicated feedback tab at the right
• Website URL: http://www.makemytrip.com/

127. Primary Communication

128. Primary Communication

129. Primary Communication
• The primary communication is focussed towards travelling with the best deals
• Every section on the home page has mention of deals
• Right from the main menu, the primary focus is about giving customers the
best deals; content is given in that fashion
• Travel ideas has listicle style articles that are directed towards a traveller
• No mention of company related information on the main menu – this is a
clear indication
• that the brand is more focussed towards its customers
• Visuals form an integral part of all their communication

130. Primary Communication
Deals communication
• Creates urgency, harps on the affordability of a deal
• Accompanied with rich visuals
• Doesn’t have much content other than the factual ones (like price, no. of days, itinerary,
etc.)

131. Brand Identity & Information

132. Brand Identity & Information

133. Brand Identity & Information
TopNavigation
– Top navigation focusses on the booking engine
– There’s no mention of company related information here
– Other than this, one can also find login tab, and live chat options along with toll free number
About Us et al
– Company related information only comes at the last scroll
– The About Us section leads to an inside page with look and feel completely different from the rest
of the website
– Copy communicates the travelling aspect which is directly connected to the brand’s tagline – Dil
Toh Roaming Hai
– Top navigation has tabs pertaining to every information related to the brand
– Communication style in a few sections like life@mmt is casual and not too formal
Media
– Leads to a blank page http://investors.makemytrip.com/releases.cfm
Social
– Social media links of all channels come on the last scroll

134. Brand Identity & Information
More Links
– Contains details of all packages and
– Gives detailed information of the detailed information about destination for a user to make an
informed decision

135. The Content in General
• Tothe point and not verbose
• It is more factual with prominence given to offers and deals
• Generic headlines are used on all tabs
• Other than the offers/deals part, there’s no connecting theme when it
comes to the content
• Home page isn’t content heavy which works well with the core objective of
the website – bookings

136. Mobile App
• Visually rich
• Content is to the point and clearly communicates the idea of travelling around
with the best deals
• Most of the screen are accompanied with nice imagery that negates the
usage of heavy content which works well for the app
• App gives prominence to the pricing at every point which resonates with what
a user is
looking for

137. Vacation Ownership

138. Club Mahindra

139. Isobar’s rating

140. Mobile
App: No
Specialised mobile
website: No. It’s the same
as that of the desktop site

141. First Things to be Noticed
• Spotlight slider banners with rich imagery accompanied by a short text at the bottom left
respective to each image
• Central copy along with search bar communicates the Vacation Ownership aspect
• This is substantiated with membership login on right hand menu along with Membership
Plans tab on the top navigation
• Visuals of holiday moments indulging in various activities capturing every aspect of a
vacation
• Nothing offer driven is communicated on the first scroll
• Clear mention of the number of resorts present within the Club Mahindra network
• Website URL: www.clubmahindra.com
• Website description talks about luxury resorts and not VO

142. Primary Communication

143. Primary Communication

144. Primary Communication

145. Primary Communication

146. Primary Communication

147. Primary Communication
• The primary revolves around the benefits of holidaying through membership
• Detailed list of how a membership will help a user with his/her holiday plans
throughout the year
• A user can join the membership club by filling a form on the home page itself
• Detailed membership inside page explaining everything about VO
• The benefits are substantiated with testimonials on every page
• A dedicated testimonial page, Member Speak, gives users an idea of how VO has
benefitted several travellers
• Home page has Member Speak section on second scroll
• A dedicated Click to Call section is present under Member Speak wherein a user
can feed in his/her name along with the contact number and request Club
Mahindra for a call back
• Communication revolves around membership along with offer related copy
interspersed in between the contents

148. Brand Identity & Information

149. Brand Identity & Information

150. Brand Identity & Information

151. Brand Identity & Information
Logo
– It is placed on top left corner in a way that it
won’t go unnoticed
– It is present at the same spot across all pages
TopNavigation
– Features tabs that are important for a user or
member including Contact Us, Member Login
– It’s constant across all pages
– Doesn’t give excessive information about the
brand, instead talks about resorts and
membership
– When clicked, Our 45 Resorts, expands to a
dropdown with a list of resort names; the
list is
categorised on the basis of destination type

152. Brand Identity & Information
• Brand Overview
– Comes at the last scroll
– Covers all information like About Us, CSR, News, Investor Relations, etc.
– Content under About Us is exhaustive, but every inside page has the same spotlight image that has no
connection with the topics whatsoever
• Contact Us
– Has all the information along with list of office address, and toll free number
– Social media links of all channels are given
• New & Events
– Features 6-month old news
– No way of viewing old events

153. Brand Identity & Information
Resort Inside Pages
– The resort names are clickable and lead to inside pages of the respective resort destinations
detailed information through a top navigation featuring:
– Content covers every detailed aspect pertaining to the resort and the destination
– Every category is supported with relevant images
– Click to Call widget is present for all resort inside pages
– Amenity details about a resort is mentioned in a generic fashion
– Useful information about weather, how to reach, etc. come in handy for a visitor to confirm on a
booking

154. Content in General
• Content is clearly focussed on membership
• Testimonials are given enough importance
• Membership form is present across all pages
• Offer communication is also related to membership
• Exhaustive information is provided when it comes for a user to know about a destination
s/he is travelling to
• Imagery is given importance across most of the pages on the website
• The website is made keeping the user in mind, for his/her ease of booking
• Content is factual and tries giving user an experience of what s/he can expect while
vacationing with Club Mahindra
• Content is written in a way that intends to inspire users to travel

155. Country Club

156. Isobar’s rating

157. Mobile
• App: Yes
• Specialised mobile site: Yes

158. First Things to be Noticed
• Video banner on home page communicating about Vacation Ownership
• This is substantiated with membership login on right hand menu
• Visuals of holiday moments indulging in various activities capturing every aspect of a
vacation
• Nothing offer driven is communicated on the first scroll; just skims through the idea of
affordability
• Website URL: http://www.countryclubindia.net/

159. Primary Communication

160. Primary Communication

161. Primary Communication

162. Primary Communication
• The primary communication is clear – it’s all about membership
• Communication focusses on the benefits of Vacation Ownership with visual cues
• Each category under benefits of Vacation Ownership leads to an inside page that
elaborates further on that category
• The inside page is supported with one lead image without any communication line to
support it
• One can fill a form from all the inside pages under benefits of Vacation Ownership to
become a member
• ‘Become a Member’ tab is given prominence on all the inside pages pertaining to Vacation
Ownership

163. Brand Identity & Information

164. Brand Identity & Information
• Logo
– It is placed on top left corner in a way that it won’t go unnoticed
– It communicates the legacy of the brand (how long it has been around)
• TopNavigation
– Covers important brand information tabs like About Us, Our Locations, Contact Us, etc.
– Become a widget comes in the inside pages at the right side
• About Us
– Inside page leads to brand related information
– The top navigation tabs of the home page can be found in the About Us inside page as a part of the
navigation on the left side
• Investor Relations
– Page is cluttered with downloadable policies and reports that are of no use to a visitor

165. Brand Identity & Information
Contact Us
– Leads to membership enquiry form
– Lists out office addresses along with phone numbers
Press
– A basic page listing out all the media coverage year-wise
– An awards tab is there which leads to a blank page
Member Reviews
– Comes in the last scroll
– Isn’t given much prominence and can get lost in the clutter

166. Brand Identity & Information

167. Brand Identity & Information

168. Brand Identity & Information
Our Locations
– Should ideally have a dropdown that lists all the location names along with the details of the number
of resorts
– It just leads to a text heavy landing page with a map filled with pins (when clicked shows a pop up
with resort address) at places where Country Club is present
Resort InsidePages
– The resort names are clickable and lead to inside pages of the respective resort destinations with
basic information about the amenities, weather, and just a few images
– Content is not enough or convincing for a user to confirm a booking
– Redundant tabs are put on top of the page which are not necessary considering the limited
information
– The information layout is extremely uninteresting

169. Other Information
• On the second scroll of the home page, there are four categories with one line
information when hovered on them
• #GetUpdated to the blog of Country Club. However, the naming is not apt enough
for a user to know that it leads to the blog
• #FindUs is repetitive for it leads to Our Locations
• While #UpcomingEvents and #CherishedMemories are named aptly, the layout of
the inside pages are mundane
• The images under #CherishedMemories are not clear
• #UpcomingEvents page has a dropdown with list of resort names that one can
choose to check event details
• The event details are mentioned with images that are not visually rich and texts on
the images with readability issues

170. Social Media Link

171. Social Media Link
• No information on social media presence
• No space for social media icons
• At the last scroll, two boxes are there with Facebook and Twitter icons
which leads
• to the same tweet and Facebook post
• However, it showcases the last updates of Facebook or Twitter (the one
that’s present now has been updated on Facebook 22 hours back)

172. Content in General
• The website starts with an apparent theme of the benefits of
membership
• However, the theme gets lost in the clutter as we move forward
• It’s loaded with content (sometimes unnecessary) which doesn’t do
much for the
• user
• Doesn’t have content inspiring users to travel

173. Mobile App
• The app has a clean interface
• It isn’t overloaded with content or information
• It’s more skewed towards the members
• It mainly features list of resorts and details of the same
• If someone is genuinely looking for brand related information, the app won’t serve
much purpose
• Content-wise it is directed towards those who are familiar with the brand

174. Thanks