Exclusive Feature:  The redesign of another luxury hotel website just launched last week: Mandarin Oriental debuted its new 'experiential website' at mandarinoriental.com.

The goal, according to a press release, is to "encourage visitors to spend more time interacting with the brand online."

I took a spin around the new mandarinoriental.com and one thing is for certain: the hotel group took their photography to a new level with this redesign. On every individual hotel's website, a rotating gallery of rich imagery stands is the focal point, playing up the particular hotel's best features.

Unlike it's predecessors The Ritz-Carlton and The Four Seasons - both companies launched new websites in the past year - the Mandarin Oriental didn't put its hotels first, but organized its website in five pillars: Experience Mandarin Oriental, Our Celebrity Fans, Global Offers, Meetings & Events, and Gallery. The hotels link isn't front and center, but instead on the top left navigation.

The site allows users to engage with the brand by sharing unique experiences, perusing celebrity "FANS", and creating a profile of preferences that allows Mandarin Oriental to provide users with customized content. Mandarin Oriental guests can check out the hotel's magazine and watch video content from the hotel's celebrity fans.

The personalized questionnaire asks about room floor preferences, activities, still or sparkling water at turndown, and more, so the hotels can be prepared before the arrival of each guest.

The booking process is more interactive, giving users the ability to compare different available rooms at the hotel, and offering packages for the dates you choose. The best part: the booking process allows you to choose various amenities and services offered at the hotel - like turndown amenities and spa bookings - and makes all your arrangements pre-arrival.

According to Mandarin Oriental, the rates offered on this website are the best available and if a better rate can be found, it will not only be matched, but guests will benefit from a further 10% reduction.

The new website is available in seven different languages and compatible on tablets and mobile devices.

Melanie Nayer is a hotel reviewer and expert on luxury travel around the world. She has covered all aspects of hotels including corporate restructures, re-branding initiatives, historical aspects and the best of the best in luxury hotels around the world.

Melanie writes a weekly exclusive column for 4Hoteliers.com