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© 2024 Variate Labs, Inc

Industry

Travel & Hospitality

a female hotel guest using the Marriott Bonvoyapp

Our Point of View

As a result of the global COVID-19 pandemic, the travel and hospitality industry experienced a dramatic transformation in 2020. By 2022, a resurgence in demand drove substantial increases in interest and web traffic for industry leaders. Organizations that focused on understanding customer behaviors and expectations through continuous user research and analytics secured record bookings and earned the opportunity to build enduring customer relationships.


The desire to travel is now at an all-time high, with travelers seeking attractive deals, immersive real-world experiences, and a seamless, efficient digital interface for exploration and on-the-go booking. We collaborate with the industry's most ambitious companies to design extraordinary, customer-centric experiences that meet the unique needs of their current and prospective customers.

KPIs

Average daily rate
Average response time per channel
Average review rating
Booking conversion rate
Brand equity
Content engagement
Conversion rate
Customer lifetime value
Direct bookings
Gross bookings
Guest satisfaction
Look-to-book ratio
Loyalty program members
Net promoter score
Occupancy rate
Online reputation and ratings
Rate promotion
Reservation abandonment
Revpar (revenue per available room)
Search ranking
Speed to book

Expertise

Accessibility design (WCAG 2.2)
Brand ecosystems
Content strategy
Design systems supporting multiple brands
Guest journey experience design
Loyalty programs
Mobile apps and configurators
Offers and pricing engines
Omnichannel and responsive design
SAFe agile
Search landing experience
Search optimization
Targeting and retargeting
Upsell and additional services
User research across audiences

Marriott International

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20+ Strategy, Product, and Process Redesigns

We provided Marriott with strategic support on nearly two dozen consumer- and employee-facing digital projects. Our design work included migrating 7,200+ hotels onto a new template system, creating on-property front desk and in-room TV experiences, and executing major mobile features including digital key, key station printer, and room service requests. We also led massive redesigns for Marriott.com, Marriott mobile, the Sheraton brand, the personalization engine, and the call center experience.


Our design operations work included building the new standards team, process, and governance model and creating a company-wide design system that supports 30+ brands across Marriott.com, email, hotel websites, and all digital experiences. 

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Revenue Increase

Revenue increase for Marriott International from product redesigns

Carnival Cruise Line

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Booking Engine Optimization

We helped Carnival capture record bookings by enhancing and optimizing its digital booking path. Using a research-led approach, we redesigned the entire booking experience including search, cruise configurator, cruise summary, payment, and confirmation hold. We then supported multiple development teams in implementing the new designs. Our collaboration with Carnival also included optimizing the software delivery process by rebuilding the user research program, streamlining design and development handoff, and creating a new design system that’s now used for the entire website.

400%+

Conversion Increase

Increase in mobile booking conversion for Carnival Cruise Line

Sheraton

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Sheraton Community Experience

We provided Marriott with strategic support on nearly two dozen consumer- and employee-facing digital projects. Our design work included migrating 7,200+ hotels onto a new template system, creating on-property front desk and in-room TV experiences, and executing major mobile features including digital key, key station printer, and room service requests. We also led massive redesigns for Marriott.com, Marriott mobile, the Sheraton brand, the personalization engine, and the call center experience.


We helped create a new community experience for Sheraton hotels by conducting market research, prioritizing features, brainstorming opportunities, and creating an immersive experiential prototype to demonstrate key features of the new experience.

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Community Experience

Vision concept for a lobby coworking space and clickable prototype demonstrating the concept

Impactful Partnerships

What Partners Say

"Variate consistently delivered high-impact solutions, excelling in complex projects and harmonizing the overall experience."

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Mariana Cavalcanti

"I’ve worked with much larger agency partners and this was by far the BEST experience yet. I can’t say enough good things about this team."

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Jessica Dewing

Join Us on this Journey

Our team is always ready to explore new challenges, co-create innovative solutions, and embark on our clients' unique journeys. If you're ready to transform your customer experience, come craft your success with us.