Booking Optimization
Intercontinental Hotel Group
Many major hotel brands offer an online booking experience that does not pay mind to the actual wants and needs of the customer, resulting in an impersonal and frustrating experience for users.
Time Frame:
October - December 2023
Teddy Koutsoftas, Kate Murray, Hannah Wittenstein
Research, User Testing, UX/UI Design
Skills/ Tools:
Design Goals
Get to know customers through a personalized booking process

Create an ongoing dialogue between IHG and their customers, by
building upon existing features such as stay preferences
Through research and user interviews we found that while people take many kinds of trips, IHG’s website attempts to broadly address all of them at once. Our design utilizes not only users general preferences, but their specific preferences based on the type of trip.
Existing Home Page
The existed IHG homepage has everything you need to book your trip, but is extremely rigid and doesn’t flex to the needs of your specific trip.

The explore feature is also limited and impersonal, making it difficult to discover new trips.
Competitor + Comparator Review
By taking inspiration from direct competitors and companies with similar goals as IHG, we were able to being to think about what the pages could start to look like.
Final Wireframes
With Profiles, you can set specific preferences based on the type of travel for your trip. Whether it’s a family vacation or a business trip, your profiles know exactly what you are looking for in a hotel.
Assisted Search
Don’t know where to go? AI assisted search takes your prompt for your ideal trip and recommends you IHG hotels that closest match what you are looking for.
Search Flexibility
With filters based on your interests, preferred environment, brand, and more, you can closer refine your search and travel profile to more efficiently find the destination you are looking for.
Tailored Recommendations
When your preferences are honed in, IHG will recommend you locations that closest match what you are looking for.
Home Page
Explore Page

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