Reimagining Marriott Bonvoy as a hub for commerce
- ClientMarriott Bonvoy
- ServicesCustomer Experience
A New Approach to Digital Travel Engagement
As travel resumed post-pandemic in 2021–2022, shifting behaviors—like the rise of Airbnb and the slow return of business travel—challenged Marriott’s traditional model. Code and Theory partnered with Marriott to integrate leisure offerings across hotels, packages, and resorts into a cohesive product experience, turning Marriott Bonvoy’s fragmented promotions into a unified travel hub at the intersection of content and commerce.
Key Takeaways
Positioned Marriott Bonvoy as a destination for travel inspiration and booking in one seamless experience
Created scalable, mobile-first templates integrated directly with Marriott’s booking engine
Unified Marriott’s travel offerings to support long-term growth in the leisure segment
Elevating Destination Pages Into Immersive Travel Guides
To execute this vision, we started with highly visited Destination Detail pages, transforming them from cookie cutter hotel listing pages to SEO-powered resources for leisure travelers to get answers in proximity to Marriott’s booking engine. Working with teams across product, content, editorial, and design, we reimagined this page as true travel guides, bringing destinations to life through immersive visuals, neighborhood-level information that also promotes nearby Marriott locations, deals, spas and more, and building a human connection via quick facts that most travelers would normally go off-site to get answers to.
Future-Proofing a Design System
Through collaboration with Marriott’s UX and design teams, we evolved the current design system to be more modern and immersive while staying true to the core, strong brand identity of Marriott Bonvoy. Lastly, we worked together with Marriott Bonvoy engineers throughout the development process to ensure accurate translation and implementation of our new templates and components.
Prioritizing Mobile to Reflect User Behavior
Knowing nearly 75% of Marriott’s web traffic comes from mobile, we prioritized a rich visual phone experience that immersed users in their potential destinations and allowed them to envision themselves there.
Driving Conversion Through Context and Content
85% of consumer regularly or occasionally seek out expert content while making travel decisions — and rather than send users off-site, we built several features that contextualized Marriott properties against recommendations and information around neighborhoods, sights and landmarks, and itineraries —leveraging Marriott’s unmatched decades of knowledge to drive users down funnel.
What We Did
Product strategy
Experience strategy
Content strategy
Data and analytics
Site design
Let’s get to work. Start a conversation.
newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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