A FRONT DESK IN THE PALM OF YOUR HAND
More than 10 million people worldwide have downloaded Marriott’s app, which poses a challenge: How do you appeal to everyone—from business traveling loyalists to brand-agnostic millennials—on every leg of a trip? The solution, from agency Work & Co, was to turn Marriott’s logo, an abstract M, into a functional piece of UI. The symbol sits permanently at the bottom of the screen and serves as a hub for toggling between pages, whether you’re booking a room, reviewing a reservation, checking rewards points, or ordering room service. “Touching the Marriott mark gets you where you want to go,” Work & Co partner Diego Zambrano says. The app can also surface a reservation before arrival or a digital room key after check-in. Active users have increased 25% since the new design launched in February, and revenue through the app is up 50%, with more than $1 billion in gross bookings.