IHG

Clean modern aesthetic with strong brand colors, though some sections feel text-heavy.

Working: Strong hierarchy with bold headlines and vibrant CTAs.

Gap: Background images under text reduce readability.

Insight: Reduce duplicate hero elements to declutter the design.

Layout adapts well across breakpoints, keeping CTAs readable, but image cropping can be off.

Working: CTAs and text stack neatly on mobile screens.

Gap: Some images crop awkwardly on narrow viewports.

Insight: Refine mobile image cropping and alignment across devices.

Clear journey from hero to offers, with logical chunking, but top nav may overwhelm first-time visitors.

Working: Three offer cards present choices without overwhelming.

Gap: Top navigation has too many links.

Insight: Streamline header links into grouped navigation to reduce cognitive load.

Brand voice is consistent and benefit-focused, yet lengthy paragraphs hinder scanning.

Working: Benefit-driven headlines clearly communicate loyalty value.

Gap: Paragraphs are overly long, reducing scanability.

Insight: Convert long text blocks into concise bullet points for quick comprehension.

Utilizes standard corporate patterns with subtle brand touches; limited interactive originality.

Working: Split-screen hero refreshing take on common banner.

Gap: Predictable section layouts feel repetitive.

Insight: Introduce interactive modules or subtle animations to boost engagement.

Loyalty benefits are clear but lack urgency cues, scarcity tactics, and social proof.

Working: Program benefits like free WiFi and late checkout stand out.

Gap: No limited-time offers or countdowns to create urgency.

Insight: Add scarcity elements like timers or limited-availability messaging.