International Hotel Chain

B2C Design system for 750+ hotel websites
Hotel Brands
Property Websites

Fuzzy Math delivered an extensible design system that scaled to 750 (and counting) hotel websites across 12 unique hotel brands. The redesigned property websites were launched in 2018.

Our client’s hotels are some of the most luxurious, beautiful places to stay around the world. Those hotels’ websites, however, weren’t making that case — photos were small and sporadic, and the details were spread widely across many pages. Our client partnered with Fuzzy Math to help make their property websites as compelling and attractive as the properties themselves.

Recognizing the need for a shift to a responsive website (from separate desktop and mobile experiences), and to reconfigure content to better meet the needs of their guests, the global hospitality leader brought in Fuzzy Math to help discover what their customers needed from hotel websites and build a modular design system that would power all of their 750+ hotel websites to meet those needs. This system would not only need to showcase the individual personality of each of their brands, but also ensure that our client’s staff have easy to deploy modules that can be used to build and update all of their sites over time.

Design for 12 unique hotels brands

Brand Spectrum

We designed for 12 brands across 5 breakpoints.

Our Process

Through our research as well as analysis of their existing ecosystem, the hotel space in general, and past hospitality research, we gained a strong understanding of the customer journey. This journey helped illuminate the various reasons guests visit hotel websites, and what they need in each scenario. A continued partnership and close communication over the course of more than a year ensured that we understood the business complexities of building and maintaining the many websites. Combining these insights, we focused on designing site templates that streamlined the expansive content of the current state, making important details easier to find and reducing complexity.

Brand Map – Quality Spectrum
Prospective groupings of hotel customer segments based on primary and secondary affinity to the quality of service offered.


When we launched the new website for the first brand, we immediately received a lot of positive feedback. End users love the new sites and find them much easier to use without getting lost. Our individual brand managers are delighted with the designs.

VP, Head of E-Commerce and Digital Strategy

Brand aesthetics

Working with their brand teams, we dove deep into the individual aesthetic of each of the 12 brands in their corporate family and created templates and components that were functionally consistent across the system, but with the feel of the specific brand. Our goal was to ensure that a high-end luxury brand and a more casual brand both had tailored experiences that built on the essence of their brand and spoke to their unique guests — all within the same system. By integrating with their development team, we were able to quickly solve problems and reach alignment, allowing for a fast and effective buildout.  


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B2B, Enterprise, Healthcare, SaaS


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