I like reviewing websites from a operational and design point of view. I especially enjoy doing this of companies and people that I enjoy in every day life. I figured I should share with the Launch Bureau crowd my thoughts on Paris Las Vegas Hotel & Casino.
Staying at the Paris in Las Vegas is divine, for the most part. The rooms are beautiful, but not incredibly appointed. There are restaurants along the strip and inside the casino, but they lack a certain refinement. The hotel connects to Bally’s which advertises the connection to it’s more frugal ownership. As wonderful as the property is, there’s a sense that corners have been cut. This all may be on purpose and align with their marketing strategy.
A quick look at their website appears to be a nice, solid construction. A light floral background offsets bold, colorful architectural photos and sensuous skin, fabrics, and lighting. Links to locations are muted which focuses the eyes on the main content, and ultimately the site’s intention – to make a reservation.
But then something seems amiss. I notice it, Len notices it – and I’m positive others notice it at least subconsciously. What’s happening:
- Fonts in the reservation boxes don’t match the style of the rest of the website
- The “Best Rate Guarantee” button isn’t kerned correctly
- Social networking icons in the “Stay Connected” bulletpoint throw off the bullet alignment and aren’t evenly spaced
- ALL CAPS are used instead of Mixed Case for many, but not all, items in the menu bar
- A few items in the menu bar are italicized but don’t indicate why
- The blue Total Rewards box has text fields that don’t match the website
- The “Feedback” button on the right does far more than provide feedback, but it’s purpose isn’t clear
- Information in the footer is a mix of font styles with bolds, underlines, and font sizes
So, these things “bother” my eye even though I know what’s happening. The Paris website has the same issues as the rest of the properties in the Caesar’s family. Each use the same engine on the back end with elements that are generically styled, hoping to blend in to each property’s themes.
The mission of the websites of the Paris and it’s family hotels is to make your reservation at one of the hotels (not leaving, say, for the Wynn or Treasure Island). By having a consistent view across all of their websites, you learn the reservation process and are more likely to repeat the process when you arrive on one of the other websites. It’s a method that I understand, although I’m not crazy about it.
I would prefer a comprehensive site that gives me a complete feel and experience of a place. If the site was consistent throughout, however, I may not be so quick to enter my reservation information and check out rates and dates. Also, the utilitarian look sends a message of value and frugaility – perhaps I will get the best deal here? And as much as I want to be pampered with my stay in Vegas – I want as much money for other activities so believing I’ll save money on this reservation keeps me thinking of this property even after I move along to another site.
Of course, my analysis assumes either they are unaware of the style incongruity or have chosen the style on purpose. Whichever it is, I’m looking forward to my next visit to the hotel, but I may pass on their website.