Marriott Bonvoy User Research


The information outlined in this presentation highlights various experience issues found in Marriott’s digital domains, alongside research efforts and recommendations for addressing these issues.

Marriott business partners joined forces with ChadCo. Studio to identify top research goals and align business need against user desire and expectation. Those goals are:

    • Understand who Marriott’s key users are, where they come from, their needs, expectations and desires.
    • Determine how users process and evaluate large amounts of information within search results.
    • Evaluate current component set and align to industry standards and user expectations.
    • Confirm proposed designs are simple to use and lead to overall user satisfaction.

After the research proposal was accepted, ChadCo. Studio conducted various research exercises to determine gaps in the current Marriott booking experience. Some of those highlights are:

    • Date Range Selector – users had issues selecting the dates they wanted to travel, a key component when booking.
    • Age of Child – the mandatory input of this data confused several users.
    • Filtering & Sorting – the lack of pricing as a search option made selecting a hotel room more difficult.
    • Search Results Distance Range – the range of results was confusing and received varying responses from users.

In addition to project background and research goals, we also cover:

    • Research Methods.
    • Data Analysis.
    • Research Results.
    • Recommendations for Next Steps.


    1. Users are highly concerned with pricing over amenities when selecting a hotel room.
    2. Users desire only the most relevant and personalized search results.
    3. Users are less inclined to be considering travel packages while visiting a specific hotel brand website.
    4. Users find rewards most valuable when they can use them however and whenever they want.
    5. Users prefer to compare rates of multiple hotel brands and room types.
    6. Users often select hotel/room type based on occasion.

Download a PDF of the Full Report.

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