Originally published in Adweek

Code and Theory has created a new collection of websites for Ritz-Carlton and Ritz-Carlton Reserve to bring out the ultra-luxury experience for travelers.

The new collection of websites looks to create an elevated digital experience that speaks to the future vision of the brand. The comprehensive redesign includes Ritzcarlton.com, more than 110 each individual hotel websites, RitzCarltonReserve.com, and the six Reserve property websites.

As the first guest touchpoints, the new websites were envisioned to offer sophisticated, engaging digital platforms and promise a seamless experience for users.

“We are incredibly excited to unveil a new digital experience for our guests, which is representative of the future vision of The Ritz-Carlton brand and reflects the more contemporary aesthetic found across our recently debuted hotels and resorts,” said Chris Gabaldon, senior vice president, global luxury operations, Marriott International in a statement. “These new websites, across both the brand as well as our individual hotels and resorts, helps enhance the entire experience, from the very first moment a guest seeks to stay with us to planning for their next vacation.”

Digital agency Code and Theory, who has worked with lux clients including Vogue, Cartier, LVMH, Hermès, was brought in by the hotelier to design sites that evoke the elegance, sophistication and service of The Ritz-Carlton. The typography makes a nod to the brand’s collectible key cards, while a six diamond pattern was inspired by the culture of The Ritz-Carlton.

Video components were designed to enhance the experience, transporting guests to unique destinations around the world, while the main site is meant to extend the brand’s position in the ultra-luxury space.

“The Ritz-Carlton is synonymous with delivering unforgettable experiences. It is what this world-class brand delivers across the globe at all of its properties. We worked to strategically, and visually, convey a luxury experience across the entire digital journey. We reimagined a guest-centric site structure to facilitate booking and exploration of content. We also identified opportunities across the guest journey to convey The Ritz-Carlton Gold Standard, allowing the site to be personal, attendant, flexible and anticipatory,” said Mike Treff, CEO, Code and Theory.