The Abbey Resort / Focused proposal
Turn one useful question into a complete Abbey stay.
The Abbey already asks visitors why they are coming. This concept carries that answer through the website, helping guests choose a room, dining, spa and activities as one connected trip.
A useful preference is collected, but guests still have to assemble the rest of their stay across separate sections and booking tools.
Use each guest's reason for visiting to present a relevant, bookable stay while keeping the current website and reservation systems in place.
The opportunity
The question is already there. The follow-through is not.
The pop-up asks, "What brings you to Lake Geneva?" It is a smart start. But after choosing a romantic getaway, family vacation, friends trip or local staycation, the website still presents the same general mix of rooms, offers, dining, spa and activities.
A guest chooses the kind of trip.
The existing pop-up captures clear intent at the start.
The main website stays the same.
The selected reason does not visibly shape what the guest sees next.
The guest opens separate sections.
Rooms, restaurants, spa services and activities must be compared one by one.
Part of the stay can be overlooked.
A guest may book a room without discovering the experience that would make the trip more valuable.
The recommendation
Carry the guest's answer through the website.
When someone chooses a romantic getaway, show the room, dinner, spa service and evening experience that fit that trip. Do the same for families, friends and local guests. Give each visitor one clear path from inspiration to booking.
Shape the page around the reason for visiting.
Photography, copy and recommendations change when the guest selects a different kind of trip.
Show a complete stay, not a list of departments.
Relevant rooms, dining, spa and activities appear together in a simple plan.
Move into the current reservation systems.
Guests keep one sense of direction while each existing system handles the final transaction.
One connected stay
The reason for visiting shapes every recommendation.
What the solution could look like
Plan an Abbey stay by occasion.
Choose a trip below. The example updates to show how The Abbey could turn a visitor's answer into a relevant plan. This is the missing connection between the current pop-up and the current booking systems.
What brings you to Lake Geneva?
A romantic weekend at the lake.
A simple sequence built around time together, lake views and an unhurried pace.
Each selection opens the existing room, restaurant or spa booking path. The website does not need a new reservation platform.
See how this gets builtA secondary brand opportunity
The building gives The Abbey a shape no competitor can claim.
The current mark
Recognizable, but not specific enough to the property.
The abstract block symbol does not immediately connect to the place guests remember. The A-frame entrance and triangular window are far more distinctive and already belong to The Abbey.
The entrance becomes a simple A-shaped signature.
The roofline meets three lines of water.
The window becomes a frame for photography and motion.
These are preliminary strategic sketches, not finished logo designs. The stronger opportunity is a flexible architectural device that can work as a mark, crop photography, animate between sections and appear across signs, menus, room materials and seasonal creative.
Where I can help
One creative lead from the idea through launch.
Guest journey and content
Map how key audiences plan, identify where they lose direction, and define the pages, recommendations and language needed to move them toward a fuller stay.
Identity and art direction
Develop the architectural mark, typography, color, photography direction and visual rules so the experience feels unmistakably tied to The Abbey.
Website design and build
Design the responsive experience, prototype its motion and interactions, then build it in the current platform or prepare a precise handoff for The Abbey's development partner.
Seasonal and offer creative
Extend the system into stay packages, dining and spa launches, email, paid social and on-property materials without making every message look identical.
Search and measurement
Make the experience easier to find and easier to improve.
Search and analytics should support the idea from the start. The goal is to understand what guests want, where they continue and which combinations create more valuable stays.
Build focused pages around real trip questions such as romantic Lake Geneva getaways, family resorts, spa weekends and Fontana stays.
Track selected trip types, recommended experiences and clicks into the hotel, restaurant and spa booking systems.
Report which paths people use, what they ignore and where the planning experience should be adjusted.
A practical first engagement
Start with one working guest journey.
This does not need to begin as a complete website replacement. A focused planning experience can prove the idea, use the current systems and establish a creative system that can expand.
Confirm the opportunity
Review guest data, current analytics, seasonal priorities and booking paths. Select the highest-value audience and define the content needed to serve them.
Design the pilot
Create the guest-facing narrative, responsive layouts, working prototype, visual system and motion direction for one integrated planning page.
Build and connect it
Implement the page or work with the existing development team. Connect each recommendation to the current reservation tools and add approved tracking.
Learn and expand
Measure guest behavior, improve the pilot and extend the system to other audiences, seasons and high-value parts of the property.
Proposal summary
Use the question The Abbey already asks to help guests plan and book more of their stay.
The existing website infrastructure and booking systems.
A visible planning layer organized around why the guest is visiting.
The property's architecture into a more ownable visual identity.
Which trip paths lead guests into rooms, dining, spa and activities.
I grew up near Lake Geneva and now work across brand, marketing and digital in New York. My experience includes creative work for The New York Times and Amazon. I would welcome the chance to talk through this idea and learn what The Abbey is prioritizing next.
Bryan Kluge
Brand, digital and creative direction
bryankluge.com