Ritz-Carlton revamps digital experience to reflect ‘fresh era’ for the brand

Dive Brief:

The Ritz-Carlton recently unveiled a comprehensive redesign for its collection of websites, which comprises more than 110 individual hotel sites, Ritzcarlton.com, RitzCarltonReserve.com and six Reserve property websites.
In a release, the hotel, a subsidiary of Marriott International, said the new digital experience “speaks to the future vision of the brand” with more immersive video components and visuals.
According to a study by digital hotel marketing agency TravelBoom, leisure travelers under the age of 45 book online 87% of the time, while those under 25 book online 100% of the time — meaning a hotel’s website design needs to be a seamless experience to attract younger consumers, who view a brand’s physical and digital assets as one and the same.

Dive Insight:

According to the company, the brand enlisted digital agency Code and Theory to design sites that “evoke the elegance, sophistication and service of The Ritz-Carlton.” The reimagined digital experience includes typography updates and enhanced video components, along with a six-diamond background pattern inspired by the brand’s aesthetic.

The online magazine-style, mobile-friendly interface also features editorial content such as destination guides to inspire travelers. The Ritz-Carlton Reserve website complements The Ritz-Carlton site, while continuing to highlight its ultra-luxe portfolio and destinations with more immersive video.

Chris Gabaldon, senior vice president of global luxury operations for Marriott International, said the new digital experience “is representative of the future vision of The Ritz-Carlton brand and reflects the more contemporary aesthetic found across our recently debuted hotels and resorts.”

“These new websites, across both the brand as well as our individual hotels and resorts, helps enhance the entire experience, from the very first moment a guest seeks to stay with us to planning for their next vacation,” he added.

Code and Theory also recently revamped the Marriott Bonvoy digital experience, which contains features similar to the Ritz-Carlton sites, such as destination pages reimagined as travel guides with immersive visuals.