Team

Marriott Digital

Timeline

30 days

Role

UX lead, UX writer

Objectives

Strengthen the our position against online travel agencies (OTAs) and their growing influence on the travel industry. Develop a cross-channel digital campaign promoting the superior benefits exclusive to booking on Marriott.com, its apps, and domains.

Process

• Completed a competitive analysis

• Translated research findings and metrics into campaign requirements

• Collaborated with stakeholders to arrive at a tone of voice

• Drafted an initial “Book Direct” manifesto to serve as a creative baseline

• Collaborated with the UX designer and marketing team to ensure alignment

• Requested metadata from SEO team

• Reviewed content for compliance to ADA requirements

• Acted on stakeholder feedback and final revisions

• Worked with build team to address issues and prepare for launch

Results

• Room Night growth was 10-15% through 2016