Hotel marketing program

A scalable, tiered hotel marketing program designed to unlock multi-million-dollar revenue, deepen industry partnerships, and elevate premium brand perception through a cohesive visual and engagement system.

Program design, tiered service model / hotel-facing creative assets / campaign execution / design support

American Express Global Business Travel needed to develop a scalable hotel marketing program that would generate meaningful revenue, deepen partnerships, and secure exclusive booking benefits for travelers. The program required a clear value exchange: hotels would pay to participate and offer significantly discounted rates, in return for targeted, high-impact marketing exposure to Amex GBT’s premium business traveler audience.
The challenge was to build a system that supported over 900 hotels—offering tailored promotional assets, consistent brand quality, and a high-end experience across tiers while also driving measurable booking volume.Leadership challenged us to create a visual and messaging system that departed from the core Vialto brand. This campaign needed to feel bold, modern, and distinct—something that would make users feel like they were being "teleported" into a new, elevated experience of compensation management.The challenge: Build a compelling, cohesive visual and verbal identity for Spark Growth that could live across every touchpoint, from pre-event promotion to on-site materials, while aligning with the core Vialto brand.
- Support the new four-tier hotel marketing model through a full refresh of the program’s brand identity
- Develop a clear, visually distinct design system for each tier to communicate value and create a premium experience
- Elevate the overall look and feel of the program to align with luxury hospitality standards, attracting high-end hotel partners
- Create a scalable visual system that allowed for customization without sacrificing consistency
- Design polished, high-impact marketing assets to help participating hotels reach premium business travelers across multiple channels
I led the creative direction and execution of the program’s visual identity and sales enablement systems, defining tiered brand distinction, designing core assets, and ensuring luxury-level creative expression across hundreds of touchpoints.
- Collaborating on the development of a four-tier marketing model, each with distinct pricing and deliverables
- Designing a 50+ page rate book used by the global sales team to recruit hotel partners into the program
- Creating customized marketing assets for each hotel based on their package — including print ads, newsletter placements, branded editorial, and promotional features
- Ensuring all creative work upheld luxury visual standards while staying on-brand for both Amex and the individual hotel properties
- Supporting cross-channel campaign execution throughout the year, including seasonal refreshes and event-driven promotions

Program Covers (3-Year Comparison)

Over three years, I led the creative direction for the program’s visual identity, designing annual covers that balanced premium design with a sense of global reach. Each edition featured imagery that reflected our international hotel partnerships and emphasized the scope of the program — reinforcing our credibility and connection to luxury hospitality worldwide.

Inside Spread (Hotel Directory Brochure)

This 50+ page printed brochure featured over 700 participating hotels, organized by region and tier. I led the design and layout of the full directory, ensuring clarity, navigability, and a visual standard that elevated the perceived value of inclusion in the program.

Sales Enablement Kit

I created a complete sales toolkit that included the rate book, tier comparison guides, and sample creative assets. The kit helped our global sales team communicate the program’s value at a glance, reinforcing both credibility and design excellence in every pitch.

Marketing Email (Benefits Overview)

As part of our partner recruitment campaign, I designed marketing emails like this one to highlight the benefits of joining the program. Each message clearly outlined the exposure opportunities available by tier, while maintaining a polished, editorial tone consistent with luxury travel branding.

My process:

Designed visual systems to support strategic tier differentiation: Worked with internal stakeholders to define marketing tiers, pricing, and service levels.
Sales toolkit development: Designed and produced the rate book, visual tier breakdowns, and marketing samples to support hotel sales conversations.
Directed the production of a complex suite of on-brand creative assets: Delivered hundreds of assets per campaign cycle from print and digital ads to email features, social content, and in-event visuals.
Led cross-stakeholder alignment with global partners to ensure thread of brand expression: Coordinated directly with participating hotels to align on messaging, brand integration, and campaign timing.
Quality and consistency: Maintained brand integrity across hundreds of assets while allowing for personalized touches per property.

The results:

The Global Hotel Program generated over $10 million in annual revenue, driven by strong hotel partner participation and proven marketing ROI.

>$10M in annual revenue driven by partner participation
900+ hotels enrolled per year, with tiered growth year over year
The four-tier structure created scalable value from baseline placements to full-service, custom campaigns
Participating hotels experienced increased booking volume, directly tied to the campaign support they received
Program became cornerstone of revenue strategy and market differentiation

Hotel marketing program