One platform, many programs.
The final direction is shown first, followed by a more personalized alternate path that was ultimately shelved.
For the first time, Cardmembers were able to see and organize the breadth of American Express hotel programs around their plans. I created a taxonomy that supported highly detailed search by location, type (boutique, resort, etc.), activity (golf, skiing, etc.), program (Fine Hotels & Resorts, for example) or special offer.
Destination and amenity search.
An improved Cardmember experience did more than support loyalty. It also earned bookings, an immense revenue source for American Express Travel.
I led creative development, content strategy and copy for a more style-driven hotel search path. The intent was to give Cardmembers suggestions based on the type of trip they wanted -- creating an automated hotel concierge.