I recently created some home page comps for a company Hilton was working with. One of the many brands of Hilton is Homewood Suites, an extended stay hotel. The first concept in the series does not rely on marketing what you want your customers to believe you are; it is more about having enough confidence in your company to give them the most direct access to what they need. An innovation I believe it takes the customer step by step from their computers, to the state to a map to a hotel, finally inside the room of a hotel they would book. It is a concept which is why it is a little rough, but I have never seen anything like it. The other versions have reverted to a more traditional approach.