It began as Napa Valley’s first fine dining establishment in 1981 and quickly evolved into one of America’s most desirable small luxury hotels. Along the way, Auberge du Soleil has become one of the select handful of iconic wine and hospitality brands to embody the signature Napa style of informal elegance, and approachable luxury.
A flagship member of Auberge Resorts Group, Auberge is also a longstanding member of Relais & Châteaux (the most prestigious collection of small luxury hotels and restaurants in the world), and is Michelin rated.
The Auberge website, much like recent renovations to the property itself, positions the company for the next era of Napa Valley experience. A new generation of discriminating guests are entering their segment, bringing an appreciation for French-accented luxury spa experiences and well-crafted digital experiences alike.
The new Auberge digital ecosystem reflects a new expectation that a website is more than a brochure; it needs to demonstrate an actual experience by becoming a worthy extension of it.
The site’s imagery goes a long way toward taking you to the property, with careful shots that emphasize the feeling of privacy, tranquility, and a Napa Valley aesthetic, as never before.
Site functionality becomes an extension of the hotel’s vaunted service. Just as helpful staff create a seamless experience on the property, a host of new technology integrations create a fluid experience on the site. An integrated blogging area, booking engine for both hotel and restaurant, and a new e-commerce experience all contribute.
On the content side, simple gestures like a modal FAQ that answers contextually, an expanded spa section with packages and events, a new dedicated weddings and events area, and a useful Preparing For Your Stay feature help make the site a complete destination.
Brand and content considerations suggested the clean separation between the resort and the bistro website. Those visiting for a quiet, romantic experience and those coming for a brief happy hour get a distinct and satisfying web experience, just as they would upon arrival at the property.
Content and IA considerations were also crafted for optimal search (SEO) and social media applicability, with an eye toward the ongoing optimization and promotional efforts we’ll use to reach their new prospective guests.
Perhaps the most obvious signal of the Auberge’s digital evolution is the mobile site that enables guests and potential guests to view key information on the hotel and bistro via web-enabled smart phone in an idealized mobile-friendly format.
Now, thirty years after it began, the Auberge appears fresher than ever, and poised for the next few decades at the forefront of Napa Valley brand archetypes.