Azimut Hotels

Bringing a global hospitality brand to life for the Israeli market

Azimut Hotels is an international hospitality chain with properties across Russia, Europe, and beyond. When the brand began expanding into Israel, they needed a digital presence that could introduce the brand to a new market — one where travelers have high expectations and local competition is fierce.

CHALLENGE — A global brand with no local digital footing

The existing web structure was built for informational coverage, not conversion. Properties, destinations, and booking entry points were scattered without clear hierarchy, making it difficult for users to quickly understand the brand, orient themselves within the hotel network, or take the next step toward booking. For a brand entering a new market, the website wasn't doing the work it needed to do — it wasn't inspiring trust, and it wasn't moving people forward.

GOALS — Design a digital experience that earns attention and drives action

The project had two layers: a brand challenge and a UX challenge. On the brand side, the design needed to establish Azimut as a credible, modern hospitality player in Israel — not just a foreign chain with a local URL. On the UX side, the experience needed to guide users naturally from discovery through to reservation, without friction or confusion. Both had to work together within a single, scalable system that could grow as more properties launched.

PROCESS — Starting with structure, not aesthetics
efore touching visual design, I focused on content architecture. The first question was: what does a user actually need to understand about this brand, and in what order? I mapped the relationship between the hotel network, individual properties, destinations, and the booking flow — and found that the original structure conflated all of these, making each harder to navigate.

The new architecture separated these layers clearly: the brand level, the destination level, and the property level each got their own logic and entry points. This made it possible to build a coherent navigation system that worked whether a user arrived knowing exactly which hotel they wanted, or just exploring Israel as a destination.

DESIGN DECISIONS — Balancing editorial storytelling with booking clarity
Hospitality design lives in tension between inspiration and utility. Lean too editorial and users can't find the booking button. Lean too functional and the brand disappears. The design system I built was structured around resolving that tension deliberately.

Strong visual hierarchy and full-bleed photography handle the emotional layer — communicating quality, place, and character before a user reads a single word. Structured grids and consistent typographic scales handle the functional layer — making room types, amenities, and pricing scannable and easy to compare.

Navigation was simplified to reduce decision fatigue at the top level, while individual property pages were designed to progressively reveal detail as users moved deeper into the funnel. Mobile was designed in parallel, not as an afterthought — the same hierarchy logic applied across breakpoints.

IMPACT — A platform that works as hard as the brand
The redesign gives Azimut Hotels Israel a digital presence that can
hold its own against established local competitors. Following launch,the updated experience drove a 30% increase in conversions and a 20%lift in engagement — results that validated the structural changes made early in the process.

Most importantly, the site now communicates the brand's identity before it asks anything of the user — which is the baseline for any hospitality digital experience worth its name.

Tools: Figma · UX Research · Wireframing · UI Design · Responsive Design · Framer

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