Product Experience & Customer Journey
Marriott
Uncovering opportunity in the tension between adventure & reliability
Selected by Marriott leadership for further exploration, the Bonvoy Pathfinder service was designed to bring comfort and reliability to adventurous #vanlife vacationers
User Research
Design Sprint
Market Research
Product Design
Experience Design
Challenge
Starting with a broad prompt to identify new revenue opportunities through innovative repurposing of current hotel assets, our team used a variety of research methods to uncover traveler needs and narrowed in on the tension between the craving for adventure and the desire to have reliable comforts.
We asked: How might we incorporate reliability and hospitality into unique, non-standard accommodations?
We asked: How might we incorporate reliability and hospitality into unique, non-standard accommodations?
Solution
With the rise of van and RV travel, especially during Covid, we designed an app and service, called Bonvoy Pathfinder, for Marriott to leverage existing assets (showers, gyms, business centers, etc) to supplement the van travel journey.
For the #vanlife vacationer who craves both the freedom of the open road and the peace of mind of reliable hotel comforts, Bonvoy Pathfinder promises an on-demand oasis of Marriott amenities anywhere along the journey.
For the #vanlife vacationer who craves both the freedom of the open road and the peace of mind of reliable hotel comforts, Bonvoy Pathfinder promises an on-demand oasis of Marriott amenities anywhere along the journey.
Outcome
Our team's idea was considered to be the most viable amongst others presented and Marriott leadership continued to explore the opportunity.
Research
Business & Product Strategy
