By incorporating a simple as feature as reservations into their new online magazine, the luxury hotel group demonstrates that branded content publishing and (measurable) revenue generation can co-exist.

Mandarin Oriental has launched Destination MO, an online magazine featuring local and cultural content from destination cities in which the hotel group has properties. The magazine, possessing an elegant and refined aesthetic — undoubtedly meant to match the that of the hotel’s properties — aims to offer past, current and prospective guests travel and lifestyle eye candy that will lure them back for a stay. To that end, the online magazine has incorporated reservations capabilities directly into the site, allowing for immediate, streamlined booking without having to direct viewers back to the hotel’s site in order to book.

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