Holiday Inn Pipeline Reimagined
Holiday Inn Club Vacations' owner communication pipeline had a structural problem: it wasn't a journey — it was a series of disconnected touchpoints sending owners the same templated content on repeat. Open rates were low. Click-throughs were flat. Tour participation wasn't where it needed to be.
I led the full reimagination of this pipeline from the ground up — rearchitecting it into a 6-phase, behavior-aligned journey (P1–P6) that treated every email, MMS, and landing page as a connected chapter in the same story. The result is a live system currently serving Latitudes package owners across 30+ properties, with measurably higher click-through rates and tour booking conversion.
Project: Pipeline Reimagined — Owner Pre-Arrival Journey
Client: Holiday Inn Club Vacations
Role: Associate Creative Director — led strategy, UX direction, design system, and cross-functional execution
Deliverables: 6-phase journey architecture · Email UX/UI · MMS · Landing Pages · Motion & Animation · Figma Design System
Email Communication & MMS
THE CHALLENGEThe existing pipeline had accumulated years of band-aid updates without a unifying strategy. The problems weren't cosmetic — they were structural:
Six touchpoints with no narrative thread between them
Visual language that varied by channel, creating a fragmented brand experience
Email layouts optimized for desktop in a mobile-first audience
CTAs scattered and inconsistent, failing to guide owners toward a clear next action
No phasing logic — every message felt like a first message
Production was slow and hard to scale — no shared system, no reusable components
The underlying business impact: owners weren't excited to take their tour, and the numbers reflected it.
THE APPROACHRather than redesigning individual assets, I started with the journey architecture — mapping owner intent at each stage before a single design decision was made.
Rearchitected the pipeline into 6 defined phases (P1–P6), each tied to a specific moment in the owner's pre-arrival mindset
Built a modular design system in Figma — reusable components for email, MMS, and landing pages that cut production time and ensured visual consistency at scale
Unified the visual language across all channels: typography, color, imagery, motion, and CTA hierarchy now speak as one brand
Introduced mobile-first layouts across all email and landing page templates — the previous system wasn't built for how owners actually read
Integrated animation and motion to modernize the experience and add energy to key conversion moments
Developed a clear CTA strategy — one primary action per touchpoint, sequenced to guide owners from awareness to booking intent
Collaborated with CRM and marketing teams to align creative architecture with send logic, ensuring the right message reached owners at the right moment
THE OUTCOMEThe reimagined pipeline went live and has remained the active system for Latitudes package owners. Across the new journey:
Click-through rates increased measurably compared to the previous templated system
Tour booking conversion improved — owners were arriving with higher intent and clearer expectations
Production velocity increased — the Figma system reduced the time to build and launch new variations, enabling faster iteration
Cross-functional alignment improved between creative, CRM, and marketing — for the first time, all teams were building from the same source of truth
The system is currently live and scaling, with a tailored Latitudes-specific experience in development as the next evolution
This wasn't a redesign. It was the first time the pipeline was treated as a creative system — and it's performing like one.
Landing Pages
Old Journey
Updated Journey
