Marriott Bonvoy represents an exciting new chapter for the world’s largest hotel group. The goal was to create a new global loyalty brand with a substantial challenge: combine Marriott Rewards, Starwood Preferred Guest, and Ritz Carlton Rewards under a new name and identity, and connect 100 million members, 30 brands, and 6500 properties worldwide. This engagement demanded we dive deep into every aspect of the user experience. We created a standard set of features across different platforms which share a foundation for the travel experience.
Focusing on digital innovation, we redefined how our loyalty members search and book their preferred hotel experiences.
It was critical to creating relevance for a new generation of young travelers, so we revamped our mobile key. Our app also focused on the new elegant way we view our dream destinations.
We introduced a flow for our connected guests to access our new revamp access key. Creating a hub of current and upcoming trips, you can now see suggested activities nearby. Loyalty is now a mindset, not just a section under Account.
Digital Guest Services
With the Marriott Mobile App as the core travel companion, we created an entire suite of digital products with the guest at the center. We showcase how our TV app can provide ways for over a million guests a day to make the most out of their stay.
We wanted to celebrate the unexpected ways Marriott Bonvoy goes above and beyond for their guest by providing them with a seamless at-property experience by introducing the new “Hi Marriott” feature.
A mobile-first strategy is imperative, given that it constitutes 77% of worldwide bookings. Throughout our investigations, our goal was to utilize our adaptable design system to enable personalized experiences driven by insights. When creating the new homepage, our primary objective was to improve the user experience for Marriott Bonvoy members by emphasizing localization.
Dine for Loyalty
Content is only as valuable as its ability to capture the reader’s attention. We wanted to introduce a design approach showcasing the depth and variety that Marriott Bonvoy Global Dining offers.
We introduce our first feature, the City Selector, establishing the foundation for a genuinely authentic mobile-first approach.
Approximately 85% of consumers actively seek expert content when making travel decisions, either regularly or on occasion. We've integrated multiple features that seamlessly integrate Marriott properties with suggested itineraries and recommendations, leveraging Marriott's expertise.
In response to the need for speed among mobile users, our responsive design guarantees lightning-fast page loading times, ensuring that users remain engaged throughout their experience.