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Many services and features we create for the Web and mobile devices are not fully branded (if at all) in guest-facing contexts. While we may refer to them by proper names while working on or talking about them among ourselves, customers may not notice how significant the feature is.

It’s best to refer to most of these services and features by their benefits, rather than our internal names.

Example

Avoid: Using Digital Check-In? Try out Choose Your Room and Upsell to find the perfect room or upgraded room.
Try: Pick your perfect room while checking in with the app. See an upgrade you like? Treat yourself.