I took this photo last summer at a hotel in the Hamptons where i attended a meeting.
When you buy a hotel, the only thing you need is a dark, quiet room and a decent bed. But that’s pretty cheap. What you’re paying for is the story–all the little things that make you believe you’re getting way more than just a room.
This sign is certainly functional, but it adds no value. It has no flair, no excitement, no promise of wonder or quality.
If you asked your customers, “would you like better signs?” the answer would be, “of course not! We want lower rates or bigger portions at breakfast!” But a walk down the beach to a hotel that charges three times as much wouldn’t find pancakes that are three times better. It would, instead, reveal a sense of style that’s worth paying for.