Marriott’s add-a-night initiative

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Overview

The POM Add a Night initiative was designed to create additional value for guests by extending stays through targeted operational and commercial strategies. The project focused on identifying opportunities to encourage guests to add an extra night to their reservation while maintaining a seamless customer experience.

Objective

The primary objective was to increase length of stay, drive incremental revenue, and improve overall property performance. By understanding guest booking behaviors and implementing focused recommendations, the initiative aimed to enhance occupancy and maximize the value of each reservation.

My Role

I partnered with another UX designer to lead the end-to-end user experience design for both the web and mobile app experiences. Our responsibilities included defining user flows, creating wireframes and high-fidelity designs, developing interactive prototypes for stakeholder validation and usability testing, and producing detailed design specifications to support the development team throughout implementation.

Outcome

The project successfully increased awareness and adoption of stay-extension opportunities, contributing to incremental room nights and revenue growth. The learnings from the initiative also helped establish a scalable approach that can be applied across additional properties and markets.