Overview
Our goal was to translate Ritz-Carlton’s luxury experience into a digital format. As AI assistants become more sophisticated and traveler expectations grow, we created a concept for a concierge-style chatbot—designed to simplify cruise bookings for both guests and agents through intelligent automation, personalization, and ease of use.
Goals
Personalize the booking experience by leveraging guests’ past cruises and preferences
Assist travel agents with quick access to client history and booking workflows.
Reduce friction in the booking process by auto-populating known information
Maintain a luxury tone of voice and seamless UI/UX that aligns with the Ritz-Carlton brand
Figma
Researched brand competitors
Created a prototype using Figma
Designed graphics in Figma
Used Figma to create interactive deck
Collaborated with other UX designers and project managers
Research
To understand the needs of high-end travelers, we analyzed user interviews and reviews from past Ritz-Carlton cruise guests and similar luxury services. We also studied existing AI chatbots in the travel and hospitality space, identifying key gaps in personalization and tone. Additionally, we mapped out the agent booking workflow to uncover where automation could enhance the experience without compromising the human touch.
Concepting
We envisioned a chatbot that doesn’t just answer questions, but anticipates needs, remembers guest preferences, and creates a seamless, intuitive experience for both travelers and booking agents. Designed to feel personal and effortless, the assistant acts as a digital extension of the brand’s world-class service—offering intelligent recommendations, auto-filled booking flows, and a tone that reflects the elegance and calm confidence of a luxury concierge.