InterContinental Hotel

Responsive, culturally rich, and no ads in the hero.

Assignment

1.
Bring InterContinental Hotels & Resorts website responsive

2.
Connect InterContinental Hotels & Resorts guests ("affluent, experienced travelers") to culturally rich travel experiences from dream phase through booking and stay. How? With stories threaded together in editorial style imagery, videos, brief narratives, and curated social media

Responsibilities

• Work with global brand to elevate key brand attributes

• Negotiate an ad-free hero

• Collaborate with agency partners to ensure technical requirements of content and design were supported

• Provide CMS mapping for developers; Project Guide for hotels; Representation of personas, brand attributes, and business goals for agency partners

Impact

From day after launch (9/10/15) until EOY

2.8%
increased brand home page visits

17.4%
increased bookings

16.3%
increased revenue

HOme

Hotel Details

Resorts

Kudos

“
Emily worked tirelessly on the InterContinental Hotels experience redesign, collaborating with our global brand team and other internal clients to establish a content strategy that made sense for the brand and our guests. She is comfortable addressing both strategy and tactics, and her experience with content creation proved invaluable to such an enormous endeavor.

John Kay
Manager, IHG UX
© Emily Capps