Hotel Website
A website design for Haus Hotel which is suitable for solo travelers who are of 35-50 age. Tailored for a boutique hotel, the design blends sophistication and offers an elegant, simple, and welcoming experience.
Role
UI Design, UX Design
Date
Jan 24
Relevance
Website Design
Tools
Figma, Illustrator
DISCOVER
The Case Study Focus
Who are solo travelers?
Solo travelers choose to explore the world independently, often seeking personal growth, new experiences, they are
independent, flexible, and self-sufficient
outgoing and open to new experiences, but also safety-conscious, taking precautions to ensure their well-being
capable of navigating unfamiliar environments
What we found
The insights from this research illustrate the preferences and struggles of solo travelers
The average solo traveler is 47 years old.
Women, in particular, tend to prioritize safety and comfort while traveling alone.
Stats
After a research, Solo travel bookings have increased by 42% in the past two years, 46% of solo travelers travel for freedom and independence, 84% of solo travelers are women.
A diverse range of solo travelers
Young adults (18-25) who seek adventure and budget-friendly options, and early adults (26-35) looking for cultural experiences, and flexibility.
Mid-life travelers (35-55) interested in personal growth, safety, and tailored experiences.
Empty nesters (56-75) focus on relaxation and ease of travel, while retirees (76+) look for leisure and accessible travel.
Business travelers seek comfort and productivity.
Mid-life:
Mid-life solo travelers are a significant and growing segment, with 86% of lone travelers being over 35 years old and the average solo traveler aged 47.
58% of millennials also travel alone, reflecting a broader trend towards solo travel.
What about them?
They value the freedom to create personalized journeys at their own pace and are eager to make the most of their time, seeking enriching and efficient experiences.
Over 75% of mid-life solo travelers are women.
I chose to focus on mid-life solo travelers (ages 35-55), particularly women, because this demographic represents a significant and often underserved segment of the travel market.
The Competitors
I conducted a competitor analysis of existing websites that cater to solo travelers, specifically evaluating their relevance to mid-life solo travelers. This analysis helped identify how well these sites address key needs such as safety, personalization, and experiences. I examined their strengths and weaknesses.
DEFINE
Creating Personas
Creating a Brand
Choosing the type of hotel
Boutique hotels are an ideal choice for mid-life solo travelers due to their intimate setting, typically offering 100 rooms or fewer.
Located in vibrant areas or near popular destinations, such as city centers or trendy districts, they provide a unique, personalized experience.
Catering to a specific audience with distinctive styles, boutique hotels offer a more tailored and memorable stay, aligning with the needs of travelers seeking comfort, authenticity, and exploration.
Brand personality
Haus Hotel’s brand personality embodies vibrancy, trustworthiness, and simplicity, creating an inviting atmosphere for mid-life solo travelers.
It combines affordable luxury with comfort, offering a tranquil yet adventure-friendly environment. The brand focuses on understanding the unique needs of solo travelers, ensuring they feel safe, relaxed, and well cared for.
With a focus on comfort and enriching experiences, Haus Hotel promises a fulfilling stay that is tailored to the personal growth and exploration of middle-aged solo travelers.
Brand tone
The brand tone for Haus Hotel will be informal, friendly, and welcoming while remaining respectful and reassuring.
This tone will resonate with mid-life solo travelers by creating an approachable and engaging atmosphere on the website.
By blending warmth with a sense of adventure, the tone will encourage visitors to explore, inquire, and feel confident in making reservations, knowing that Haus Hotel understands their needs and offers a safe, comfortable, and enriching experience.
Establishing Design Principles
DESIGN
We planned for each section and page, which involved deciding what content to include, prioritizing key features like event listings, venue details, and city maps, and optimizing the layout for clarity and accessibility, etc.
We planned for each section and page, which involved deciding what content to include, prioritizing key features like event listings, venue details, and city maps, and optimizing the layout for clarity and accessibility, etc.
Sketches & Wireframes
The initial sketches and wireframes are as shown. I considered the user research, user goals, and by using the information architecture above, task flows, and user flows. I have made lo-fi sketches and mid-fi wireframes.
Task flow & User Flow
Initial vs Final
UX stage
In the initial iteration of my design, I opted for rounded rectangles, but to infuse a touch of elegance, I made a shift to sharp edges.
Color selection
I initially included green in my color palette, but in the final product, it was only used within the imagery and not as a main color.
By emphasizing sharper design elements and limiting green to the images, the overall aesthetic appears more refined. The thoughtful use of green in the visuals allows it to stand out when needed, adding depth and focus.
Final Design
I've crafted a design system that combines subtle iconography and crisp, well-defined components.
The font choices reflect the personality of the users and the brand’s tone.
A dark background highlights key elements in the navigation, while varied button styles guide users through different actions.
The Screens
DELIVER
View Hi-Fidelity Prototype
Final website prototype is done on Figma.