PROJECT SUMMARY

Millennials know better

Competitor hotels typically provide rewards and services to business travelers on a points-per-stay basis. As a result, most millennial business travelers, MBTs, don’t reap rewards of their hard work, and if they do it won’t be until they’ve completed 10 to 15 stays. Teasing these gated benefits creates a false perception of value.
The current reward system doesn’t speak the same language as MBTs, nor does it recognize their need for immediate rewards. We’re going to change this by giving power back to the traveler. Crowne Plaza will deliver a flexible, authentic, and individually-tailored approach to helping the business traveler by putting the burden of being loyal on the hotel, not the customer. This involves refreshing the brand to represent the exciting changes to presentation and practice.

Crowne Plaza will inspire accessible rewards and user participation.

Crowne Plaza will inspire accessible rewards and user participation.

CROWNE PLAZA

Power to the traveler

Instead of staring at a stagnant pile of points, Crowne Plaza offers immediate value with cash-back rewards. By booking through the Crowne Plaza Rewards app, users get 5% of their purchase back in cash-back rewards.

CROWNE PLAZA

We don't care where you stay

If guests can’t stay with Crowne Plaza, they may redeem 1% credit cash-back for business stays spent at any IHG group hotel. Extending status to business travelers from day one, and even rewarding them when they stay elsewhere.

CROWNE PLAZA

A rewarding visit

With our Power Stay rewards program, business guests participate 
in offered hotel services 
they receive additional cash-back rewards.

Complete any four:

  • Check in at Crowne Plaza hotel
  • Connect to High-Speed WiFi
  • Check your cash back balance
  • Work out at the Gym
  • Use the Crowne Plaza Shuttle Service
  • Eat a Breakfast at Crowne Plaza

PROJECT DETAILS

Redefining status

Corporate hotels have neglected MBTs. And when we started doing our research, we saw why—there's a potential problem offending their core customers who have spent years earning top-tier business status.
To find opportunities to disrupt the business travel world, we investigated corporate loyalty rewards programs. And then we spoke to business travelers and heard their needs in a rewards system. After conducting in-depth interviews and secondary research, we gathered the research insights.
Cashing in
Most repeat guests don’t reap the rewards of a hotel loyalty program until they’ve completed 10-15 stays (that’s stays not nights)
Points presidence
Competitors don’t extend immediate status to all business travelers because it would offend their core customers who have spent years earning top-tier business status
Customizable rewards
Reward systems that strike the perfect mix between flexible and accessible rewards resonate best with Millennials
Crowne Plaza is in an interesting position—go bold and go after these millennials with a new strategy, or rely on classic conventions ruled by the bigger dogs in the market? Our team was more than excited to explore the former and execute this plan.

RESULTS

Committing to the business traveler

Our challenger brand mindset deliberately attacks the status-earning programs of most corporate hotels. The Crowne Plaza campaign we’ve developed is transparent and bold. It will warrant a reappraisal from this market because it speaks their language. This message will empower not only our target market but the Crowne Plaza brand as well.

PROJECT REVIEW

Crowne Plaza Rewards

CLIENT
Crowne Plaza Hotels & Resorts, AD&D 2017 Competition

MY ROLE

I worked closely with Alex Robinson, a brand manager, to develop human-centered design solutions. I implemented the visual and experiential execution of the research and insights.

TIME FRAME 
4 wks, March 2016
MAIN RESPONSIBILITIES
  • Used experience, research, and analysis to solve usability problems-making the rewards program easy to read, understand, and find.
  • Provided high-fidelity mockups, with a strong focus on visual design, to prove concept for viability.
  • Designed creative solutions according to brand standards and evolved strategy.

Get in touch

Email me hello@billyreano.com

Talk to me 801.380.7986

About Me

I love making experiences that connect brands to humans. The pleasure comes from knowing that there could be a flow... READ MORE
© 2018 Billy Reano.
All rights reserved.
Billy Reano

Get in touch

Email me hello@billyreano.com

Talk to me 801.380.7986

About Me

I love making experiences that connect brands to humans. The pleasure comes from knowing that there could be a flow... READ MORE
© 2018 Billy Reano.
All rights reserved.
Billy Reano