Web Awards – Standard of Excellence
When you walk into any Westin Hotel the staff is able to customize and personalize your stay through their interaction with the guest and we extended this concept to the redesign of Westin.com. The personalize concept is brought to life through a number of options that customize everything from the home page image to the site offers and content so you experience on Westin.com is personalized to the type of experience you want to have at on your next stay. The visual design goes against traditional transactional site design concepts and was instead created to reinforce the simplicity found in the core brand position of ‘This is how it should feel’.
A full-bleed website
When Westin.com was re-design in 2009 no one had heard of responsive design and creating a hotel web site with all the functionality minimized to the top of the page to make room for a huge image had never been done. But we felt that to really bring the brand positioning of ‘This Is How it Should Feel’ to life we needed to create a home page that got an emotional reaction. We needed to engage people right from the beginning and draw them in like they had never seen before. We did this by doing a lot of work to minimize the site functionality and used an edge to edge or to borrow a term from graphic design, ‘full bleed’ image. The results were clear as consumers would really engage with the photo and want to find out more about the destination in the photos.
Westin’s 6 pillars of well-being
At Westin, everything we do is designed to help you feel your best. This year, we’re excited to introduce the Westin Well-Being Movement, a global initiative dedicated to inspiring our guests to discover new approaches to well-being at Westin and beyond. The Movement will feature innovative partnerships and programs across Westin’s six pillars of well-being: Sleep Well, Eat Well, Move Well, Feel Well, Work Well and Play Well.
So much functionality in such a small space
Navigation and functionality is condensed into a small but extremely functional bar at the top of the page leaving the rest of the real estate to an immersive full bleed property image. Site navigation goes beyond drop downs to include imagery and short descriptions that help build awareness of the brand offers and initiatives on every page of the site. Booking conversion increased and the home page number to the most preferred of all the Starwood brands.
Real photos from real guests
Starwood was one of the first travel companies to start putting real Instagram photos from real guests on all our property pages. We know that these photos and any ay we can bring an unbiased view of our hotels has to be part of the modern online shopping experience. This thinking started when we were the first hotel company to put real reviews from guests who we could verify had stayed at the hotel and continued with the addition of these photos.
Comes in compact sizes too
I also spent a year designing a mobile web version of the Westin Hotels site and all 9 of Starwood brand sites. This was done because the desktop site was optimized to work on tablets so the site is served to desktop and tablets while the mobile web version is given to all mobile phones.