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Case study - Web · UX/UI · Marketing B2B2C 2010–2015 · Spain

RIU Hotels — five years of digital craft.

Almost five years at one of the world's biggest holiday hotel groups, moving from web designer to UX/UI designer to B2B/B2B2C marketing. Front-end, digital campaigns and UX across six RIU products.

Roles
Web · UX/UI · Marketing B2B2C
Duration
May 2010 – Oct 2015 · almost 5 yrs
Sector
Hospitality · international
Location
Mallorca, Spain
Archive
Original material not preserved
5
Years at the group
3
Progressively senior roles
6
Digital products
B2B×2
B2B and B2B2C scope
Nº 01 - The company

One of the world's
great hotel brands.

RIU Hotels & Resorts runs more than 100 hotels across 20 countries. Founded in Mallorca in 1953, it sits between mass-market scale and premium experience, with a strong B2B network of travel agents and professionals alongside its direct B2C channels.

Career progression at RIU

Web Designer

Front-end design and development for riu.com: cross-browser work, HTML/CSS, page redesigns and maintenance of the main corporate site.

UX / UI Designer

UI and UX across six RIU products: responsive web, front-end, HTML emails, online campaign design and usability for RIU Hotels & Resorts, RIU Palace, RIU Plaza, RIU Pro (formerly riuagents.com), RIU Class and RIU Partner Club.

Marketing B2B / B2B2C

Ideation, execution and rollout of B2B and B2B2C promotional campaigns, working with internal comms teams on assets for travel agents, corporate clients and direct consumers.

Crimson Red
#E6002A
Prestige Gold
#C9A84C
White
#FFFFFF
Nº 02 - Scope of work

Five years of digital
work at scale.

Front-end web development

HTML5, CSS3 and responsive design across several RIU properties, with cross-browser testing and validation to production standards.

UX & UI design

User experience and interface work across the three hotel brands (RIU Hotels & Resorts, RIU Palace and RIU Plaza) and three platforms (RIU Pro, RIU Class and RIU Partner Club), for millions of users a year.

Digital marketing campaigns

Banners, landing pages, newsletters and promotional email for B2B and B2B2C audiences across markets.

HTML email design

Design and HTML coding of promotional and transactional email, responsive and tested across major clients.

B2B platform design

UI and UX for RIU Pro (formerly riuagents.com), the B2B online sales and booking portal for travel agents and wholesalers, and RIU Partner Club, the loyalty programme for travel agents.

Graphic & print design

Brochures and printed promotional material for travel partners, keeping the brand consistent across digital and print.

Nº 03 - Digital properties

Six products.
One design team.

The work spanned six products: three hotel brands and three platforms for professionals and loyalty, each with its own audience, information needs and conversion goals. Keeping them visually and functionally consistent while meeting each one's demands was the core challenge.

RIU ecosystem: hotel brands, platforms and loyalty programmes sharing one design language
RIU Hotels & Resorts
Main site and bookings
RIU Palace
Hotels with that extra quality
RIU Plaza
City hotels in the world's best cities
RIU Pro
The portal for professionals · formerly riuagents.com
RIU Class
Loyalty programme for guests
RIU Partner Club
Loyalty programme for travel agents

More than ten years on. This work dates from 2010–2015 and most of the original material has not been preserved. The scope is described here, along with how the ecosystem of platforms fitted together.

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