Challenge
       
     
Branding
       
     
Persona
       
     
Challenge
       
     
Challenge

How do you redesign the hotel loyalty program entirely to attract the Millennial population? With the popularity of sharing economy platforms such as Airbnb and Couchsurfing, how do you redirect digitally-native guests back to the hotel experience?

Branding
       
     
Branding

The Hotelier Group needed to be brought into the 21st century. For the logo, I created a mini suitcase icon with an implied "H" for Hotelier. I paired that with a fresh and friendly color palette to evoke a sense of calm and peace.

Persona
       
     
Persona

In our research, we learned that there are a variety of travelers. The main persona we wanted to focus on was "Jill" - the type of explorer who is typically a younger digital native, influenced by social media, and pretty price conscious. She's the type that goes for Airbnbs, telling herself that while she knows they aren't as safe or convenient as hotels, they are more affordable and allow her to really mingle with the locals.