Morgans Hotel Group
Reinvent the digital flagship destination of the world’s first boutique hotel brand.
creative direction • copywriting • UX
The Background
Morgans Hotel Group began in 1984 as a hospitality experience that catered to the creative class. Since its inception, it has grown to include over eighteen hotels around the world, each with their own distinct personality. We had to unite these individual hotel brands under the larger parent company, while demonstrating what makes them unique.
HOSPITALITY, Redesigned.
Since the main point of a hospitality experience is to convert users to guests — and because there are countless third party sites that offer hotel bookings — we had to make the MHG experience seamless and elegant, exciting guests for their upcoming trip every step of the way.
The Booking Experience
Once potential guests decided on a hotel and their dates, they were able to see the room options and prices at a glance. Without leaving their current view, they were also able to change their dates or toggle to other hotels within their chosen city.
Pocket-sized
The previous MorgansHotelGroup.com had a mobile site, but it wasn’t responsive or mobile-friendly. Our updated experience catered to busy guests on the go, allowing them to book a room in a matter of taps.
What I loved about working on this project
It was a huge challenge to create simple, intuitive user flows with so many objectives at play. But brand was fantastic, and it was exciting to dig into what made each property completely unique. And (gasp) our creative approach didn’t waver from initial pitch to final launch.