The Client: Hospitality Environments / Walter Viveiros
Hospitality Environments was founded by Walter Viveiros to revolutionize the 4 and 5‐star hospitality industry though advanced sleep technology.
His company provides sleep systems to select hoteliers, which can also be sold to hotel guests through a unique sell‐through model. This helps hoteliers provide a better guest experience while increasing RevPAR (Revenue Per Available Room) though a new revenue stream.
Walter has a long history of providing specialty bedding to the hospitality industry.
In a previous venture, VSS Sleep Systems, he merged several technologies to create a more restful sleep environment, and marketed it to the hospitality industry as a way to improve their guest experience. The Hilton Corporation saw the value and agreed to place VSS’s flagship model, the Garden Sleep System in all of their Hilton Garden Inn locations, resulting in a relationship that achieved over $200,000,000 in worldwide sales.
Walter sold his interest in VSS to spend some time developing real estate before returning to the hospitality industry full time to launch Hospitality Environments.
In 2000, Spartan Media’s founder, Jeremy Knauff developed and executed the marketing efforts that helped VSS Sleep System secure their relationship with the Hilton Corporation, so when Walter was ready to launch Hospitality Environments, he returned to work with us again for our knowledge, experience, and history of proven results.
While Walter is a veteran of the hospitality industry with nearly three decades of experience, and his board of directors is made up of equal or greater experience—including a former vice president of The Hilton Corporation, Hospitality Environments was a brand new entity, and that always draws skepticism from potential clients.
This meant that we had to develop a powerful brand to immediately convey their exclusivity, authority, and experience right from the beginning, so that both hotel partners and investors would take them seriously.
Hospitality Environments also needed to present a complex product in a way that both hoteliers and hotel guests could understand, while clearly conveying the tremendous value. This posed a serious hurdle because even many hoteliers at the 4 and 5‐star level are currently using old‐fashioned spring mattresses in their hotels, so we had to justify a product that costs several times more than what they are currently buying.
Scope of project
Complete corporate branding, consisting of:
- Company name
- Product name
- Logo development (for company and product)
- Brand guidelines
- Business card design
- Website design
The Hospitality Environments logo would form the foundation of their brand. We chose a clean blue and green color to represent a natural environment and purity because:
- their BlueCel mattress contains only natural materials and provides antibacterial properties.
- their SilverWool mattress topper offers antibacterial and antimicrobial properties.
- their molecular air purification unit eliminates pathogens, toxic chemicals, and smoke.
The logo’s graphic element serves two purposes;
- It is a representation of the hydroxyl molecule, which their molecular air purification unit produces to eliminate pathogens, toxic chemicals, and smoke. (One hydrogen atom, bound to two oxygen atoms.)
- It also represents the relationship between Hospitality Environments, their hotel partners, and guests of the hotel.
We chose a variant of Open Sans for it’s clean lines and modern appearance. An added benefit is that since it’s a commonly used Google font and likely cached on many visitors’ computers, their browser doesn’t have to download it, so we were able to use it on their website without worrying about a reduction in PageSpeed performance.
Some people think business cards are dead in today’s digital world, but we disagree. In fact, if you ever interact face to face with prospective customers, business cards are essential to make a professional impression.
Hospitality Environments is not a mass market company—they operate in an exclusive luxury market, so ordinary business cards wouldn’t be suitable. To present the appropriate image, we designed a stunning business card and sourced a specialty printer to produce it, which resulted in a finished product that is sure to make an impression.
The business card was printed on a silk matte 32pt stock with rounded corners and painted edges, and then spot varnish was applied over the logo on both sides.
Not every company can justify the cost, and production takes a lot longer than standard business cards, but they make a very powerful impression.
We designed a website for Hospitality Environments that was visually powerful, showcased their elegance, made a complex product simple to understand, and outlined their history and the experience of their team.
Their web site was designed to be mobile‐responsive, which is vital today because a majority of web traffic comes from mobile devices, and Google has recently put an emphasis on mobile‐friendly sites, often ranking them above sites that aren’t.
It was also designed to load quickly because studies have shown that even a minor decrease in load speed can have significant negative impact on both conversions and time on site—especially for visitors in mobile devices, and because Google now uses site speed as a ranking factor.
The home page opens with a clear benefit statement. This is a lot more difficult than you might think, because you must convey what you do, why it matters to the visitor, and how you do it, all in the most distilled form possible.
As Rusty in Oceans Eleven said…
Don’t use seven words when four will do.
Hospitality Environment’s benefit statement is:
Enhancing Your Guest Experience Through the Environment of Your Room
What Hospitality Environments does, and why it matters to hoteliers is wrapped up in the first few words of the benefit statement: Enhancing Your Guest Experience
Like any business, hoteliers want to maximize their profit, and they do this by improving their guests’ experience at their hotel. Literally everything they do revolves around that singular goal.
How Hospitality Environments does it is explained in the remaining words of the benefit statement: Through the Environment of Your Room
They create a very particular, controlled environment within the room. You see, they aren’t just selling a bed—they are selling a complete sleep system that creates the optimal environment for rejuvenating sleep, including the bed it self, air purity, linens, and noise reduction.
The homepage goes on to break down the components of the sleep system using powerful photography coupled with clear and concise descriptions when the visitor mouses over the photos. Visitors can click any component to navigate to a page with more information on that particular component.
This approach presents information in small, easily digested chunks, so that visitors can either continue consuming more information, or move on to the next step in the sales process.
The last item on the home page is a contact form that has been split tested to achieve the ideal balance between conversion rate to data collected—this varies by industry, price point, and even type of product, so there is no one size fits all answer. That’s why testing is so important.
Structure, wording, and presentation are critical because they help to:
- pre‐qualify leads by helping people who aren’t a good fit to self‐eliminate.
- set the power‐dynamic for any future sales efforts.
- align the mindset of prospective customers with your sales process.
The client was beyond satisfied with every aspect of their brand and marketing materials, and this project has given them exactly the leverage they needed. As a result, they have secured investment capital to entirely fund their first year of operations, and have secured orders from several 5‐star hotels that will enable them to reach their revenue goals for the next three years.