Luxury meets international travel.
InterContinental Hotels & Resorts is an international hotel travel brand renowned for their alluring destinations and distinctive style. I worked as a Product Designer on an interdisciplinary team that included designers, copyrighters, project managers, AEM architects, developers, and more.
Challenge
InterContinental’s global network of hotels operated on inconsistent, disconnected digital experiences. The challenge was to migrate the brand and its properties onto a single CMS — Adobe Experience Manager — while ensuring every hotel could author its own content, preserve brand integrity, and adapt to regional differences.
Results
The new AEM-based design system established a unified foundation for both brand and hotel websites worldwide. It simplified authoring, accelerated development, and ensured a consistent experience across hundreds of properties — bringing InterContinental’s brand of global luxury to digital life.
Approach
We began by developing a design system compatible with AEM’s core components, balancing design flexibility with authoring constraints. The system established foundations for typography, layout, and components that scaled across both brand and hotel sites. Where necessary, custom components were created to bring the refreshed brand identity to life.
Brand Templates
The brand templates consisted of a range of pages such as hotels & resorts, residences, and loyalty. One new addition our team made was an experience page that provided users the ability to browse by their desired experience. Once they selected their experience, they could explore regions and locations with hotels offering that service.
Hotel Templates
Hotel templates brought the system to life at the local level. Each property could author its own content while staying within the design framework — ensuring consistent interaction patterns and brand presentation. Flexible layouts supported unique amenities, dining, and local attractions while maintaining a premium aesthetic.
Responsive Design
Every component and layout was designed responsively, preserving InterContinental’s luxurious visual tone across mobile, tablet, and desktop. Key focus areas included maintaining legibility, balance, and performance across breakpoints.
