A digital flagship for the world’s most recognized loyalty program
When I took on the redesign of SPG.com, the goal wasn’t just to refresh the look and feel—it was to completely rethink how a hospitality loyalty program could live online.
The site had to do more than show rooms and rates. It had to feel like an extension of the SPG experience: personal, intuitive, and world-class.
We created a new global visual brand language that tied together every digital and physical touchpoint. We built tools that let members customize their experience in ways the industry had never seen before. And we designed every interaction to anticipate a guest’s needs—before they even clicked.
The launch wasn’t just a success for SPG. It set a new bar for what a hospitality website could deliver.
SITE CONCEPT
A new vision of hotel loyalty
The re-design of SPG.com was done to bring not only highlight the user’s SPG account information but to also show them what is possible with their SPG points. The account section transitions into an SPG Life section which highlights the SPG social media channels and multiple ways for members to use their points like offer and SPG Moments auctions.
SPG REWARDS
A whole new way to redeem
The re-design also included a complete rethinking of the redemption section of the site. The previous incarnation was too wordy and confusing so members could never figure out how to effectively use it. The new version of the reception section was completely rethought from the ground up with Code & Theory. The new site version clearly laid out all the redemption options and will even show other ways of exploring reception options like trending, highest-rated, and member favorites.
MOBILE DESIGN
Mobile-first web design
The site was designed to be able to work equally well on desktop and tablets. Elements like rollovers were removed as well as making buttons, form fields, and text size larger. Smartphones are served the mobile web version of the site which can be seen here.
