I spent a decent chunk of my career in tourism marketing, which afforded me the incredible privilege of traveling around to some of the world’s most elegant, luxurious, and famous resorts, hotels, and restaurants.
Now, I spent most of that time on airplanes and in board rooms, but when I got the chance to really experience one of those destinations, I paid attention.
I ended up coming to believe that a synonym for luxury is attention to detail.
A truly luxurious resort attends to every detail. From the laser-straight line of fasteners holding a boardwalk together, all the way to choice of beverages in the room. Every element is considered and cared for.
And one of those details they tend to get right is making sure you never feel like you’re just... waiting.
If you arrive at the front desk and there’s a line, you’ll likely be handed a coffee or a snack while you take in the lobby.
If you get to your dinner reservation early, you’re sat at the bar for a cocktail and some delicious hors d’oeuvres, to give you a taste of what’s to come.
Or even if you’re just popping in to check out the place before committing, you’re made to feel welcome and unhurried.
You’re never just sitting around getting bored, there’s always something to do or read or eat or drink. Which just makes you more excited for the eventual meal, or experience, or excursion.
I think about that a lot when I see or work with service businesses that want to be elegant, premium, even luxurious.
Because what they often miss is the waiting. When I go to their website, I notice that the choices tend to be: contact us now, or nothing.
There’s nothing to read, no newsletter or blog or even thorough About page. There’s no way to get a taste of what’s to come, only a promise and a contact form.
And that just doesn’t feel premium.
Rushing is one of the biggest tells between something that’s luxurious and something that’s merely expensive:
An expensive restaurant makes you feel rushed, or even unwelcome if you’re not wealthy. A luxurious one makes everyone feel equally welcome and unhurried.
So, I suppose the ultimate question is this:
If you want your business to feel luxurious and welcoming, what do your prospects get to do while they wait? Is there a way to “taste” what’s to come before committing, or even while waiting for the project to start?
Is there something to read, something to learn, something to do ahead of time?
Or does your website rush them toward a sale, causing some real but unknowable number to bounce off because they weren’t ready?
Expensive businesses make you wait, and then make you feel rushed.
Luxurious businesses wait for you.
Which experience is your content creating?
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