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Before leaving the Bay Area this week to go to Atlanta and Seattle, I needed to make a hotel reservation in Seattle. It was suggested I try the Westin Seattle, so I went to the hotel’s Web site — it’s part of the Starwood family. Once there, it offered me a click-to-call button and instead of ignoring it — which is what I have traditionally done — I clicked on it. I typed in my phone number and almost instantly I received a call on my office line from reservations at the Westin.

Very impressive user experience — importantly for Westin because: 1. I didn’t have to fill out forms and while doing so get a telephone call at which point I would forget about the form and have to start the process all over again and who knows I could have ended up on the site for the W Hotel and 2. Within minutes I had my reservation secured for a room — get this — with an exercise bike already in it. Doubt I would have upgraded my room if all I had was a form to fill out. Cool stuff.

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