Leading luxury hotel content migration

I led content strategy and design for the migration of more than 100 websites for luxury hotels, resorts, and hotels with other complex content needs using multiple content management systems and structured content and property data.

The challenge

A small cohort of hotels were not effectively served by the new enterprise hotel website solution. The team was not able to migrate these hotels’ web pages to the new platform alongside the other 6,000-plus properties, which delayed the decommissioning of some legacy services. Many had contracted with the in-house creative agency or external agencies to create microsites that met their storytelling needs. However, these sites led to missed SEO value, brand dilution, contradicting info, and guest confusion.

We wanted to

• eliminate the need for microsites
• use enterprise content and property data systems for centralized updating and greater accuracy
• incorporate the terminology, taxonomies, and information architecture used on the other 6,000+ sites
• ensure adherence to guidelines for visual branding and tone of voice

What I did

• Collaborated with design partners to develop and grow a flexible component library that delivers information and images in the most usable and accessible formats
• Established guidelines, workflows, and best practices for content creation and maintenance
• Developed templates and a rapid wireframing process that allowed content editors to design and build pages quickly
• Wrote user-focused, search-informed copy infused with luxury tone and brand voice
• Led a team of content designers and acted as trainer, editor, and project manager
• Worked directly with hotel stakeholders to understand their requirements and identify how to best tell their stories