Waringin
Since 2010, Waringin Hospitality has grown into one of Indonesia's prominent hotel management groups, operating four distinct hotel brands across 12 provinces. Budget to upscale, all under one holding company. Running four separate brand identities together is a structural problem most hospitality groups solve badly, a messy site that blurs the brands together, or a scattered one that serves nobody clearly.
Challenge
The existing platform was visually outdated and architecturally confused. A guest looking for a budget hotel and an investor evaluating a franchise opportunity have nothing in common as users, yet the old platform gave them the exact same undifferentiated experience. A traveler comparing Waringin's four brands, unable to tell which one actually fits their trip. A franchise prospect looking for investment information, finding nothing structured enough to act on. Four hotel brands sat on one platform without clear separation, and the business side, investors and partners who needed dedicated information, had no section built for them at all. The platform was losing both audiences at once.
My Roles
I owned this project end to end as the sole Product Designer, from brand analysis and IA restructuring through to UI handoff. I worked alongside the development team and managed the design relationship with Waringin Group's stakeholders as the primary client contact.
Process
I started with brand analysis and competitive benchmarking across comparable multi-brand hospitality groups in the region. The central question was how to unify four distinct hotel brands under one platform without making any of them feel generic or interchangeable. The answer was a unified hub architecture, a single group-level entry point that routes different visitors to the right brand or audience segment clearly. Once the IA was resolved, full UI design across guest-facing and B2B sections, then development, QA, launch.
Key Decision
One Group Hub Over Four Separate Sites
Four separate sites would have split the group's digital presence and made cross-brand visibility impossible for guests weighing multiple options. So I built a unified hub instead, keeping the Waringin Hospitality identity coherent at the group level while giving each hotel brand its own dedicated space underneath. A visitor at the group level navigates to the right brand. A visitor who lands directly on a brand page gets a focused experience without the group structure getting in the way.
A Dedicated B2B Section For Franchise and Investment Enquiries
The old platform had no way for a franchise prospect or property investor to find structured information and make contact. That wasn't a design gap, it was a business gap. I built a dedicated B2B section, giving Waringin Hospitality a lead generation channel for a revenue stream that previously had no digital entry point. For a holding group actively growing its franchise network, that section is a business development tool, not a website feature.
Brand Differentiation Within a Shared Visual System
Four brands at different market positions need to look distinct enough that a guest can tell them apart at a glance, but cohesive enough that the group feels professionally managed. So the visual system carries Waringin Hospitality's holding identity at the group level, while giving each brand room to express its own positioning, budget brands feeling accessible, upscale brands feeling aspirational, without needing four completely separate design systems to maintain.
Validation
The design went through an internal review with the MAI team before being presented to Waringin Group's stakeholders. Feedback from both rounds was incorporated before the platform launched.
Solution
The rebuilt waringinhospitality.com serves as a unified hub for the entire Waringin Hospitality group, with dedicated sections for each hotel brand, property listings, destination exploration, an integrated booking engine, and a B2B section built specifically for franchise partners and investors. Guests find their hotel. Business partners find their pathway to enquiry.
Result
- Four hotel brands across 12 provinces now live on a single platform with clear individual brand identities, ending the fragmented experience the old site created
- A dedicated B2B franchise and investor section was built from scratch, giving Waringin Hospitality a lead generation channel for partnership enquiries the previous platform couldn't support
- Guests and business visitors now have separate, structured journeys through the same platform, so neither audience navigates past content that isn't relevant to them
- The platform functions as a business development tool for franchise growth, not just a property listing site
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