Paws Up Montana

ABOUT THE PROJECT

The O Group had done extraordinary work repositioning Paws Up as Montana’s only true luxury destination. Brand strategy, visual identity, photography direction, signage, print collateral, ad campaigns: the full picture of a five-star brand built from the ground up. What they handed us was a design system and a brand platform of exceptional quality. Our job was to translate that into a digital experience that held up to the same standard.

That’s a harder problem than it sounds. A resort of Paws Up’s scope serves multiple, very different guests. The couple planning a glamping anniversary trip. The HR director sourcing a corporate retreat for 80 executives. The family looking for a working ranch experience for three generations. The wellness-focused traveler who needs to understand what Spa Town actually is before committing to a flight to Montana. Each of those guests arrives at the site with a different question, a different intent, and a different tolerance for friction.

We built a site architected around those journeys: clear, separate paths for each accommodation type (the Green O adults-only retreat, luxury homes, glamping), dedicated flows for groups (weddings, corporate, family gatherings), and a culinary and adventures section with enough depth to answer the research questions guests actually ask before booking a resort at this price point.

THE CHALLENGE

A MICHELIN-recognized resort gets researched differently than a standard hotel. Guests spend weeks comparing. They read everything. They want to know the difference between a luxury home and a glamping tent, whether activities are included or a la carte, whether Spa Town requires a reservation, and what the Blackfoot River looks like in October.

That level of inquiry used to require a phone call to the reservations team. It still does, for the most complex questions. But a significant volume of pre-booking research happens outside business hours, from people who are not yet ready to call but are absolutely building intent.

We addressed that gap by building a branded AI chat agent trained on the full Paws Up knowledge base: accommodations, packages, adventure offerings, culinary options, group planning requirements, seasonal availability, and resort policies. The agent doesn’t respond with generic answers. It knows the difference between the Green O and glamping. It knows which homes are right for a family of 12. It knows when the river is fishable and what gear the resort provides.

When a guest’s intent reaches a booking signal, the agent routes that conversation directly into the Paws Up CRM, giving the reservations team a warm lead with context: what the guest asked, what they’re interested in, and where they are in their decision. The team doesn’t start from zero. They continue a conversation that’s already qualified.