About
The desire for experience over benefits and features is not something new, and definitely not for the travel industry. And yet, there are so many hotels and resorts that do nothing to capitalize on that desire. Nothing to draw in the people looking for experiences that will enrich their lives. Where you stay is your home base. The place you hang out and relax when you’re not exploring your destination. Or in the case of a resort, it IS your destination. So telling prospective guests your story – and showing them how they can become a part of it – is important. You should do it in your content. In your advertising. On your website. Anywhere you can.
Sunshine is a brand that has differentiated itself with both messaging and content. The brand’s tagline “Unlimited Luxury for All-Adult Romance,”
while not groundbreaking, tells you the story of this brand and gives you an idea of what your story will be like when you get there. They take it a step further with a steamier promotional video that would make Cupid blush. If you watch it, you’ll know immediately what kind of experience you’re supposed to have there. Whether you find it cheesy or enticing, this brand has created a story that sets them apart.