Holiday Inn: Not a Candy Wrapper Redesign
You probably noticed that Holiday Inn hotels look fresher and more modern. Well, the website is following suit. The good folks at InterContinental Hotels Group (IHG) completely overhauled www.holidayinn.com, and now you can visit the beta.
Many people, including me, worked very hard on this redesign. I like many aspects of the new design, from the enhanced information architecture to the updated interaction to the clean information design. But one of my favorite elements is the improved content. IHG did not slap a new wrapper around stale content. From repeated user feedback, IHG recognized how the content quality influenced users as they decided where to book. So, IHG took action, spearheading an effort to revise photos of and writing for rebranded Holiday Inns. A HUGE leap toward content strategy—and a complete user experience!
BEFORE - A Holiday Inn hotel details section
AFTER - A Holiday Inn hotel details section
For more about content at IHG, don’t miss the August 6 event in Atlanta “Web Content Strategy: Where UX, Marketing, and IT Meet” featuring IHG, Philips Design, Brain Traffic, and Bond Art + Science. Registration is now available on the AiMA website.
