Steven Mocarski
Experience Designer
Made with

Marriott Hotel Websites

"Elevated" Design Concepts

About the project

Marriott provides a standard hotel website (HWS) product to all of its brands. The standard product is a highly templated design, tuned for booking conversion, natural search and scale. HWS Standard delivers a uniform experience helpful to guests who are comparing hotels.

Because hotels are not all the same, Marriott Digital also recognized the need for an "elevated" offering, a product better suited for hotels with diverse services and amenities that could benefit from a richer, experiential way to tell their story.

My role

As a UX designer on this project, my role was create a few preliminary concepts by extending the standard HWS design and making better use of the custom content and photography available for many of our brands. The concepts I would create would serve as a starting point for a later, more formalized design effort.

As a separate effort, I also explored a few simple ways to improve the HWS Standard product by:

  • Using content from our brand sites to create a more effective HWS experience
  • Reordering the content on the HWS homepage to tell a better story
  • Refining the mobile user interface
"Elevated" Concepts

"Elevated" Concepts

I chose several Marriott’s brands that I knew could benefit from a richer site experience.

  • The St. Regis brand is well known for its luxury amenities and exquisite service, so I chose the St. Regis Bora Bora to see if I could better showcase its dining options.
  • Because of the variety of attractions offered by Marriott’s Gaylord brand, I selected the Gaylord Opryland to see how I could improve the listing of activities and attractions available at the hotel.
  • Lastly, I selected the JW Essex house to enhance their Rooms page.

My general approach was to leverage photography and use a “feature card” artifact to improve the visual UX compared to the standard template.

Marriott Hotel Websites

Gaylord Opryland Fitness Page

The current production Fitness page is list heavy and does not adequately promote the variety of activities the Gaylord Opryland hotel offers.

My elevated concept pulls in the images and copy from the hotel's entertainment guide. I changed the page title and navigation label to emphasize the range of activities at the property including fitness.

Marriott Hotel Websites

Gaylord Opryland Local Area Page

Like the HWS Standard Fitness page, the standard Local Area page is list heavy. Though comprehensive, the list view doesn't effectively promote the area activities, notably the local attractions.

Once again, my elevated concept makes use of the content from the hotel's entertainment guide. Where possible, I display Call-To-Action buttons to allow guests to view more information or reserve tickets.

I titled my page "Live Entertainment & Nightlife" imagining that it would be a sub-page under Local Area, accessible via a dropdown menu off of the main Local Area nav option.

JW Marriott Essex House - Rooms Page Concept
JW Marriott Essex House - Rooms Page Concept

JW Marriott Essex House Rooms Page

The JW Marriott Essex House offers a wide variety of rooms and suites. My concept uses tab navigation to separate the different room types and uses larger images to capture the room experience. In addition to the room description, I list the square footage, bed-type and at least one unique attribute or selling point.

Though not shown in the comp, the images could easily be image carousels allowing the guest to view more than one photo of the room. 

St. Regis Bora Bora - Dining Page Concept
St. Regis Bora Bora - Dining Page Concept

St. Regis Bora Bora - Dining

The "feature card" is a great way to showcase the restaurants at a St. Regis given their inviting decor, luxurious setting, and unique cuisine. My concept presumes the existence of restaurant detail sub-pages, linked to from the Details buttons, that would display additional photos, menus, hours, etc.

HWS Standard - Improved UX
HWS Standard - UX Improvements
HWS Standard - UX Improvements

HWS Standard - UX Improvements

I saw a couple ways to improve the user experience of the HWS Standard product by adding new brand content, reordering the content elements on the page, and refining the user interface.

For the SpringHill Suites desktop prototype, I added content from the SpringHill Suites brand site that promotes its all-suites design. I also modified the behavior of the sticky nav and check availability search form.

For the JW Marriott mobile prototype, I chose a larger hero image, refined the behavior of the sticky nav bar, and fixed the Check Rates button to the bottom of the screen.