Marriott International
Unified 30+ brands to drive $10B+ growth.
Marriott International
Unified 30+ brands to drive $10B+ growth.
Marriott International
Unified 30+ brands to drive $10B+ growth.
Summary
Clarity at global scale
Marriott operates one of the largest brand portfolios in the world. Growth was strong, but scale introduced complexity.
As brands expanded across regions and platforms, experiences began to fragment. Standards varied. Decisions slowed. Teams lacked a shared way to align.
Marriott didn’t need more ambition or creativity. It needed clarity that could scale.
Variate helped unify design language, decision-making, and operating systems across 30+ brands, bringing enterprise clarity to the global transformation behind Marriott Bonvoy.
Summary
Clarity at global scale
Marriott operates one of the largest brand portfolios in the world. Growth was strong, but scale introduced complexity.
As brands expanded across regions and platforms, experiences began to fragment. Standards varied. Decisions slowed. Teams lacked a shared way to align.
Marriott didn’t need more ambition or creativity. It needed clarity that could scale.
Variate helped unify design language, decision-making, and operating systems across 30+ brands, bringing enterprise clarity to the global transformation behind Marriott Bonvoy.
Summary
Clarity at global scale
Marriott operates one of the largest brand portfolios in the world. Growth was strong, but scale introduced complexity.
As brands expanded across regions and platforms, experiences began to fragment. Standards varied. Decisions slowed. Teams lacked a shared way to align.
Marriott didn’t need more ambition or creativity. It needed clarity that could scale.
Variate helped unify design language, decision-making, and operating systems across 30+ brands, bringing enterprise clarity to the global transformation behind Marriott Bonvoy.
How We Did It
We partnered with Marriott to design a shared system for making experience decisions at scale.
Services provided:
CX Strategy & Experience Principles
Design Systems & Governance
Product & UX/UI Design
Mobile App & Booking Platform Redesign
Cross-Brand Experience Alignment
Research & Decision Frameworks
Instead of adding rules, we focused on making decisions easier across brands, regions, and teams.
How We Did It
We partnered with Marriott to design a shared system for making experience decisions at scale.
Services provided:
CX Strategy & Experience Principles
Design Systems & Governance
Product & UX/UI Design
Mobile App & Booking Platform Redesign
Cross-Brand Experience Alignment
Research & Decision Frameworks
Instead of adding rules, we focused on making decisions easier across brands, regions, and teams.
How We Did It
We partnered with Marriott to design a shared system for making experience decisions at scale.
Services provided:
CX Strategy & Experience Principles
Design Systems & Governance
Product & UX/UI Design
Mobile App & Booking Platform Redesign
Cross-Brand Experience Alignment
Research & Decision Frameworks
Instead of adding rules, we focused on making decisions easier across brands, regions, and teams.
Results That Matter
$10B+
Revenue growth over four years
$10B+
Revenue growth over four years
$10B+
Revenue growth over four years
31+
Brands unified in 1 system
31+
Brands unified in 1 system
31+
Brands unified in 1 system
4.9★
App Store rating after Marriott redesign
4.9★
App Store rating after Marriott redesign
4.9★
App Store rating after Marriott redesign
$800M
Year 1 revenue from Marriott app redesign
$800M
Year 1 revenue from Marriott app redesign
$800M
Year 1 revenue from Marriott app redesign
Speed
Decisions across global teams
Speed
Decisions across global teams
Speed
Decisions across global teams
Trust
Trust built consistently at scale
Trust
Trust built consistently at scale
Trust
Trust built consistently at scale
The Challenge
Fragmentation was compounding at scale
As Marriott’s portfolio grew, inconsistencies multiplied. Digital journeys felt uneven. Brand standards differed by region. Teams lacked a shared framework for decisions.
These weren’t isolated UX issues. At enterprise scale, small misalignments created significant friction.
This was not a redesign problem.
It was a decision problem.
The Challenge
Fragmentation was compounding at scale
As Marriott’s portfolio grew, inconsistencies multiplied. Digital journeys felt uneven. Brand standards differed by region. Teams lacked a shared framework for decisions.
These weren’t isolated UX issues. At enterprise scale, small misalignments created significant friction.
This was not a redesign problem.
It was a decision problem.
The Challenge
Fragmentation was compounding at scale
As Marriott’s portfolio grew, inconsistencies multiplied. Digital journeys felt uneven. Brand standards differed by region. Teams lacked a shared framework for decisions.
These weren’t isolated UX issues. At enterprise scale, small misalignments created significant friction.
This was not a redesign problem.
It was a decision problem.
The Solution
Decision Design™ for enterprise complexity
Variate helped Marriott implement a unifying framework that aligned teams without flattening brands.
The solution included:
Shared experience principles across brands
Scalable standards for high-impact decisions
Governance that balanced flexibility with control
A repeatable system for improving journeys over time
The result was not more process.
It was fewer obstacles to confident action.
The Solution
Decision Design™ for enterprise complexity
Variate helped Marriott implement a unifying framework that aligned teams without flattening brands.
The solution included:
Shared experience principles across brands
Scalable standards for high-impact decisions
Governance that balanced flexibility with control
A repeatable system for improving journeys over time
The result was not more process.
It was fewer obstacles to confident action.
The Solution
Decision Design™ for enterprise complexity
Variate helped Marriott implement a unifying framework that aligned teams without flattening brands.
The solution included:
Shared experience principles across brands
Scalable standards for high-impact decisions
Governance that balanced flexibility with control
A repeatable system for improving journeys over time
The result was not more process.
It was fewer obstacles to confident action.
The Impact
Clarity became leverage
Leadership aligned faster. Teams worked from a common system. Experiences felt coherent across brands and regions.
Customers noticed the difference. So did the business.
Fragmentation gave way to consistency. Customer hesitation gave way to confidence. Growth accelerated without chaos.
The Impact
Clarity became leverage
Leadership aligned faster. Teams worked from a common system. Experiences felt coherent across brands and regions.
Customers noticed the difference. So did the business.
Fragmentation gave way to consistency. Customer hesitation gave way to confidence. Growth accelerated without chaos.
The Impact
Clarity became leverage
Leadership aligned faster. Teams worked from a common system. Experiences felt coherent across brands and regions.
Customers noticed the difference. So did the business.
Fragmentation gave way to consistency. Customer hesitation gave way to confidence. Growth accelerated without chaos.
The Takeaway
Clarity is the growth multiplier
At enterprise scale, growth breaks when systems fragment. It accelerates when decisions align.
Marriott didn’t just unify brands.
It unified how decisions were made.
That clarity turned complexity into leverage and confidence into growth.
Variate Decision Design™ makes that possible.
The Takeaway
Clarity is the growth multiplier
At enterprise scale, growth breaks when systems fragment. It accelerates when decisions align.
Marriott didn’t just unify brands.
It unified how decisions were made.
That clarity turned complexity into leverage and confidence into growth.
Variate Decision Design™ makes that possible.
The Takeaway
Clarity is the growth multiplier
At enterprise scale, growth breaks when systems fragment. It accelerates when decisions align.
Marriott didn’t just unify brands.
It unified how decisions were made.
That clarity turned complexity into leverage and confidence into growth.
Variate Decision Design™ makes that possible.
What Our Clients Say
“Variate aligned teams around one seamless experience that built trust.”
VP of UX at Marriott
“Variate aligned teams around one seamless experience that built trust.”
VP of UX at Marriott
“Variate aligned teams around one seamless experience that built trust.”
VP of UX at Marriott
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See What’s Possible
When clarity replaces noise, customers choose
faster, stay loyal, and drive growth.
When clarity replaces noise, customers choose faster, stay loyal, and drive growth.