IHG - Booking Flow
PROJECT DETAILS
Enhancing IHG Hotels & Resorts' Booking Experience
As a Senior Product Designer at IHG Hotels & Resorts, I led the iterative redesign of the booking flow across 14+ brands, creating a cohesive, responsive experience to boost completions and user satisfaction.
YEAR
2021 - 2024
INDUSTRY
Travel, Hospitality
TEAM
IHG internal team
ROLE
Senior Product Designer
TOOLS
Figma, Figjam
the challenge
Friction in a Revenue-Critical Flow
IHG’s booking flow, spanning search to payment, suffered from device inconsistencies and outdated design, causing user confusion and drop-offs. The challenge was to create a seamless, intuitive experience to enhance completions.
project goals
- Simplicity - Deliver clear navigation and content across devices.
- Completion - Reduce friction to boost booking rates.
- Cohesion - Ensure parity between web and app.
- Iteration - Refine designs through continuous testing.
OUR approach
Iterative, Data-Driven Design
Collaborated with stakeholders to analyze usability tests, A/B experiments, and analytics. Developed wireframes and prototypes in Figma, testing hotel card variations, combining rooms and rates into one view, prioritizing high-value add-ons (e.g., room upgrades), and simplifying payment and confirmation pages. A cohesive design system ensured consistency across desktop and app, with ongoing A/B testing to optimize usability.
Search Results Page
Objective
Increase conversion and reduce friction by simplifying how hotel information is presented.
Process
Analyzed the existing flow with usability tests, A/B experiments, and analytics, then tested multiple hotel card variations with different content levels.
Outcome
Improved step conversion, with ongoing A/B testing driving further optimization.
Increase conversion and reduce friction by simplifying how hotel information is presented.
Process
Analyzed the existing flow with usability tests, A/B experiments, and analytics, then tested multiple hotel card variations with different content levels.
Outcome
Improved step conversion, with ongoing A/B testing driving further optimization.
Room & Rate Selection
Objective
Increase conversions and revenue by offering Clarity of Choice—simplifying comparisons, reducing clutter, and highlighting what matters most to customers. The previous flow split rooms and rates across two pages, overwhelming users with excess options and content.
Process
Combined rooms and rates into a single, streamlined view.
Collaborated with revenue management to limit the number of visible rates.
Simplified rate presentation by highlighting key features (e.g., “Non-refundable”).
Continued to iterate across desktop and mobile, informed by ongoing data and customer feedback.
Outcome
Step conversion from this page has improved, with ongoing A/B testing to further optimize results.
Increase conversions and revenue by offering Clarity of Choice—simplifying comparisons, reducing clutter, and highlighting what matters most to customers. The previous flow split rooms and rates across two pages, overwhelming users with excess options and content.
Process
Combined rooms and rates into a single, streamlined view.
Collaborated with revenue management to limit the number of visible rates.
Simplified rate presentation by highlighting key features (e.g., “Non-refundable”).
Continued to iterate across desktop and mobile, informed by ongoing data and customer feedback.
Outcome
Step conversion from this page has improved, with ongoing A/B testing to further optimize results.
Add Extras
Objective
Increase Average Order Value (AOV) by promoting upgrades, points packages, and add-ons like meals, parking, and experiences.
Process
Research showed customers were most likely to upgrade for better views or more space, so these offers were prioritized. The page continues to be refined through ongoing A/B testing across desktop and mobile, guided by user behavior and data.
Outcome
A phased rollout across select properties has shown early positive trends in Average Order Value.
Increase Average Order Value (AOV) by promoting upgrades, points packages, and add-ons like meals, parking, and experiences.
Process
Research showed customers were most likely to upgrade for better views or more space, so these offers were prioritized. The page continues to be refined through ongoing A/B testing across desktop and mobile, guided by user behavior and data.
Outcome
A phased rollout across select properties has shown early positive trends in Average Order Value.
Payment Page
Objective
Boost conversions and build customer confidence by providing clear stay details and a streamlined booking flow. Secondary goals included driving IHG One Rewards enrollments and Chase credit card sign-ups.
Process
The redesign began with a targeted reskin, focusing on:Improving visibility and placement of stay details
Making total cost clearer and more prominent
Streamlining the IHG One Rewards quick-enroll experience
Continuous A/B testing across desktop and mobile ensured ongoing optimization based on user behavior and feedback.
Outcome
On desktop, the redesign is projected to generate 73.6K additional bookings and $26.5M in revenue in its first year.
Boost conversions and build customer confidence by providing clear stay details and a streamlined booking flow. Secondary goals included driving IHG One Rewards enrollments and Chase credit card sign-ups.
Process
The redesign began with a targeted reskin, focusing on:Improving visibility and placement of stay details
Making total cost clearer and more prominent
Streamlining the IHG One Rewards quick-enroll experience
Continuous A/B testing across desktop and mobile ensured ongoing optimization based on user behavior and feedback.
Outcome
On desktop, the redesign is projected to generate 73.6K additional bookings and $26.5M in revenue in its first year.
Reservation Confirmation Page
Objective
Increase customer confidence by presenting clear payment and stay details, while also driving engagement with upsell and cross-sell opportunities.
Process
The page was reskinned with a focus on:
Making stay and payment details more transparent
Presenting upsell and cross-sell options more effectively
Continuous A/B testing on desktop and mobile ensures the design evolves with user data and behavior.
Outcome
Improved upsell and cross-sell visibility contributed to an increase in Average Daily Rate (ADR).
Increase customer confidence by presenting clear payment and stay details, while also driving engagement with upsell and cross-sell opportunities.
Process
The page was reskinned with a focus on:
Making stay and payment details more transparent
Presenting upsell and cross-sell options more effectively
Continuous A/B testing on desktop and mobile ensures the design evolves with user data and behavior.
Outcome
Improved upsell and cross-sell visibility contributed to an increase in Average Daily Rate (ADR).
the solution
A Seamless Booking Journey
Redesigned the booking flow with intuitive search, streamlined rate selection, simplified add-ons, and clear payment steps, ensuring cohesive device parity and reduced friction for users.
the impact
Consistent Gains in Conversion & Revenue
- Increased booking conversion rates
- Improved usability across platforms
- Consistent design system updates maintained parity between app and web
- Revenue growth through reduced drop-off
The redesigned flow improved booking completions, enhanced cross-device usability, and supported revenue growth through optimized add-ons and enrollments. Iterative A/B testing taught me to balance usability and revenue goals, creating a foundation for ongoing improvements.
Email :
bobby.papson@gmail.com
Telephone :
+1 (912) 602-4192
Address :
Blairsville, GA 30512, USA
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