All-Inclusive Resort Website Redesign

Problem

Salinas Resorts faced a major usability challenge across its two resort websites, Salinas Maragogi and Salinas Maceió. Customers frequently confused the properties and accidentally booked the wrong resort, creating frustration for guests and operational issues for the business. The company needed a clearer and more intuitive digital experience capable of helping users easily differentiate the resorts and confidently complete their bookings.

Solution

The experience was redesigned to clearly separate the identity of each resort while maintaining a connected ecosystem between them. Dedicated websites were created for each property, allowing users to switch resorts at any time. A visual differentiation strategy was introduced using orange for Salinas Maragogi and blue for Salinas Maceió, helping customers instantly recognize which resort they were browsing.

An entry page was designed to guide users in selecting the desired destination before entering the experience. The navigation structure was simplified around customer interests, including accommodations, resort amenities, all-inclusive offerings, entertainment, services, destinations, and special deals. The experience also leveraged immersive photography showcasing beaches, family activities, and the all-inclusive lifestyle, reinforcing the concept of a complete vacation experience.

Results

The new website structure and information architecture significantly improved navigation clarity and customer understanding. According to Fernando Holanda, Marketing Director at Salinas Resorts, the redesign became "one of the important tools for the growth of 49% of the profit in relation to the previous year." In 2014, the occupancy rate increased to 88%, representing a 4% growth compared to 2013.

The project became a reference for resort websites in Brazil, with competitors adopting similar UX and visual strategies. The color differentiation system proved so successful that it evolved into a permanent branding strategy for the company. In 2016, Salinas Resorts officially incorporated the orange and blue distinction into its visual identity during a corporate rebranding initiative.

Two years later, the company launched a redesigned version of the website aligned with the new branding while preserving the successful information architecture created in the original project. I led the end-to-end UX and UI design for that redesign initiative.