Redesigning the hotel product page
to enhance engagement and conversion
to enhance engagement and conversion
Ozon Travel B2C
Client
Stakeholder & User interviews,
low to high-fidelity wireframes, prototyping, UX processes
low to high-fidelity wireframes, prototyping, UX processes
Methodologies
December, 2025
Date
Overview
This project aimed to completely reimagine the hotel product page (PDP), one of the core conversion points in the travel funnel. The goal was to enrich the content, modernize the layout, and make the page more informative, engaging, and relevant to users’ search contexts. The redesign was executed iteratively over the course of a year, ensuring continuous learning and improvement.
Problem
The previous hotel PDP provided minimal information and limited visual engagement. Key user pain points included:
— Insufficient content (small images, little context about location and amenities).
— Low differentiation between hotels with similar ratings.
— Missing contextual details affecting decision‑making (e.g., distance to city center, family‑friendly amenities).
— Limited data‑driven prioritization of which new sections to develop first.
These issues led to decreased engagement rates and hindered conversion from hotel detail view to booking.
— Insufficient content (small images, little context about location and amenities).
— Low differentiation between hotels with similar ratings.
— Missing contextual details affecting decision‑making (e.g., distance to city center, family‑friendly amenities).
— Limited data‑driven prioritization of which new sections to develop first.
These issues led to decreased engagement rates and hindered conversion from hotel detail view to booking.
Process
Defined the content architecture of the new PDP: visual, informational, and transactional blocks.
Designed and prototyped each section — from photo gallery to room selection — aligning structure, tone, and hierarchy.
Introduced new elements to improve context and personalization, including:
— Larger hero photography and enhanced gallery with fullscreen and swipe modes.
— Dynamic location module showing distances to key points (city center, stations, airport).
— Personalized block of popular amenities based on user context (e.g., family search, business trip).
— Richer hotel descriptions and nearby recommendations.
Iteratively released updated blocks throughout the year, validating design changes via analytics and user testing.
Prepared component documentation to ensure consistency and faster rollout across verticals.
Designed and prototyped each section — from photo gallery to room selection — aligning structure, tone, and hierarchy.
Introduced new elements to improve context and personalization, including:
— Larger hero photography and enhanced gallery with fullscreen and swipe modes.
— Dynamic location module showing distances to key points (city center, stations, airport).
— Personalized block of popular amenities based on user context (e.g., family search, business trip).
— Richer hotel descriptions and nearby recommendations.
Iteratively released updated blocks throughout the year, validating design changes via analytics and user testing.
Prepared component documentation to ensure consistency and faster rollout across verticals.
Research
Competitive analysis
Studied leading OTA and travel platforms to understand content depth, image presentation, and personalization strategies.
Card‑sorting study
Conducted a prioritization exercise to determine which blocks matter most for users’ decision‑making (e.g., photos, amenities, maps, reviews).
Data review
Worked with product analytics to analyze engagement metrics where available and identify data gaps.
Context mapping
Explored how information needs differ across search intentions (family travel, business trips, city breaks).
Insights confirmed that users rely heavily on visual confidence, nearby points of interest, and contextual relevance when evaluating accommodation.
Studied leading OTA and travel platforms to understand content depth, image presentation, and personalization strategies.
Card‑sorting study
Conducted a prioritization exercise to determine which blocks matter most for users’ decision‑making (e.g., photos, amenities, maps, reviews).
Data review
Worked with product analytics to analyze engagement metrics where available and identify data gaps.
Context mapping
Explored how information needs differ across search intentions (family travel, business trips, city breaks).
Insights confirmed that users rely heavily on visual confidence, nearby points of interest, and contextual relevance when evaluating accommodation.
Goals
— Enrich the PDP with relevant and personalized information.
— Improve visual appeal and structure through better use of imagery and content hierarchy.
— Help users make faster, more confident booking decisions.
— Optimize information density to balance richness and clarity.
— Establish a scalable, modular system for future content and experiments.
— Improve visual appeal and structure through better use of imagery and content hierarchy.
— Help users make faster, more confident booking decisions.
— Optimize information density to balance richness and clarity.
— Establish a scalable, modular system for future content and experiments.
Result
Benefits
Conclusion
The redesigned hotel product page transformed a functional yet static layout into an insight‑driven experience that increased both engagement and conversion. This project demonstrated the value of incremental improvements grounded in user research and iterative testing. Future iterations will focus on deeper personalization, A/B‑testing of additional contextual content, and integration with loyalty and cross‑selling features to further optimize conversion paths.
— More engaging and informative product pages improving user trust.
— Scalable modular architecture allowing quick updates and experiments.
— Data foundation for personalization and contextual display logic.
— Stronger synergy between accommodation and tours verticals through content consistency.
— Scalable modular architecture allowing quick updates and experiments.
— Data foundation for personalization and contextual display logic.
— Stronger synergy between accommodation and tours verticals through content consistency.
After the full relaunch of the hotel PDP:
+28% increase in time spent on page
+19% improvement in interaction with page content (gallery views, amenity clicks)
+2.5% uplift in conversion from PDP to booking
+1.2% uplift in tour purchase conversion after adopting the new hotel PDP in the tours vertical — indicating stronger cross‑vertical influence.
Noticeable decrease in bounce rate and faster decision‑making observed in qualitative sessions
+28% increase in time spent on page
+19% improvement in interaction with page content (gallery views, amenity clicks)
+2.5% uplift in conversion from PDP to booking
+1.2% uplift in tour purchase conversion after adopting the new hotel PDP in the tours vertical — indicating stronger cross‑vertical influence.
Noticeable decrease in bounce rate and faster decision‑making observed in qualitative sessions
