Case study · Hospitality · Website design
Loews
Hotels.
Thirty hotels. One family. One voice — “refining the art of togetherness.”
30+
Properties, one brand voice
16+
US cities + Universal Orlando
1960
Family-owned since
Best of Show
MobileWebAwards, 2012
Stevie
American Business Awards finalist, 2013
A New York business hotel and a Universal Orlando family resort sell to different humans. The old site let every property drift into its own dialect — the brand was being communicated thirty times instead of once.
01 · The brief
Family-owned warmth,
portfolio-scale plumbing.
Loews doesn't compete on amenity arms races. It competes on programs that feel personal: Loews Loves Pets (room service for animals), Loews Loves Families, Flavor by Loews surfacing local breweries and artisans in every market, Chat Your Service — a text-message concierge.
The architecture we designed is parent-property: brand language, typography, and the “Loews Loves” framework stay consistent at the top, while every property surfaces what makes its city distinct. Two clicks to your hotel, brand thread intact.
02 · Parent and property
The parent sells the brand.
The property sells the city.
Hover either page and it scrolls. The corporate home runs the hallmark programs and the city gateway; Loews Regency New York runs “Welcome to Big Apple” — same voice, different accent.
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Corporate home — hallmarks, Flavor, the city gateway
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Loews Regency New York — map, offers, gallery, booking
03 · Every audience, routed
Planners, foodies, families —
each two clicks from home.
Groups get a two-hour-response promise and an RFP that doesn't feel like paperwork. Dining gets OpenTable inline — the Regency Bar & Grill is the home of the Power Breakfast, after all. Property pages tell the neighborhood before they sell the room.
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Groups + Events
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The property template
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Dine — Regency Bar & Grill
04 · A wonderful place to wander
Photography that sells the
trip, not the thread count.
Ice-cream trucks, desert roads, string lights — the gallery system leans lifestyle-first, with the diamond motif as the one constant brand mark across every market.
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05 · In the hand
The mobile site took
Best of Show.
MobileWebAwards, 2012 — with “Where are you headed?” pinned as the one persistent question a traveler actually has.
The result
One company with thirty homes —
not thirty companies sharing a logo.
Best of Show at the MobileWebAwards, an American Business Awards finalist run, and a digital presence that says “handcrafted hospitality” the way the brand actually means it — with specifics, not marketing copy.
“Refining the art of togetherness” — including the part where thirty websites finally got together.
Running a portfolio that's lost its one voice?
SUUR designs and ships hotel platforms end to end — brand, UX strategy, and the build.