Web Design

NextGuest Digital's highly visual website solutions prompt the best user experience on desktop, mobile, and tablet devices. Our award-winning web design and development expertise translates to hotel sites that craft a striking digital presence without compromising the essentials for driving direct online revenue: flawless user experience, search engine optimization (SEO), and lightning-fast download speeds, all powered by our smartCMS® technology. This smart platform lets you put your customer data to work and engage past guests with one-to-one personalized messaging and future guests with innovative conversion modules — all while building meaningful relationships. 

NextGuest's design process begins with a discovery call to get to know the brand and the hotel's business goals. This is followed by competitive and creative research, before creating sitemaps and user flows that illustrate recommended content hierarchy and strategy. Designers work closely with the Content team to ensure the design and content flow seamlessly to tell the hotel's story. Finally, wireframes and designs are created that incorporate all of our findings, relying on data to ensure we make the correct design decisions.

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Our UX Principles

Users are 88% less likely to return to a website with bad usability, so we design our websites around the user experience. The key is determining a hotel's target personas and designing a website that meets those users' needs. We carefully follow industry best practices, like Nielsen's heuristics, and connect the dots between data and recommendations to deliver true data-driven UX design. Finally, we use A/B and user testing to evaluate our designs and ensure we're delivering the best website possible.


Nielsen's heuristics are usability principles outlined by usability consultant Jakob Nielsen in his book Usability Engineering. These have become industry standards and are invaluable in identifying usability issues. Together they ensure that users feel in control of their experience, are aware of where they are within a website, understand the options available to them, and are not distracted by unnecessary information.


We use data to inform our designs and shape the user experience. By analyzing data across the websites in our client portfolio, we can uncover insights about how users interact with websites and book travel. We closely monitor user flows, bounce rates, and conversion rates to optimize the path to purchase and produce a website that delivers results.

A/B & User Testing

We incorporate A/B and user testing into our process to make sure we're delivering the most effective websites possible. Drawing upon industry best practices and our own experience, we form hypotheses and run tests designed to highlight usability issues and show us how to facilitate the path to purchase.

Recent Work

InterContinental Barclay

Viceroy Hotels & Resorts

Waldorf Astoria Los Cabos Pedregal

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