ONE Digital Experience: A Design System for the Future of the Hotel Industry

The Motel One Group stands for strong design, high quality, and attractive prices with its brands Motel One and The Cloud One – and is a passionate host.

One group.
Two Brands.
A Shared Promise.
Design For You.

Passionate hosts – guests should be offered the best experience not only at the hotel on site but also online. With this principle and based on user feedback, the new ONE Digital Experience was created, setting standards for a holistic and modern digital experience. The consistent user focus and design quality has now been recognized with a Red Dot Design Award in the categories "Digital Solutions" and "Interface & User Experience Design".

"Two Red Dot Design Awards 2025 for our new website are a strong sign of design, innovation, and teamwork. A huge thank you to everyone at the Motel One team and denkwerk for your passion, creativity, and collaboration."

Susan Schramm (CMO of the Motel One Group)

Optimized User Experience and Simplified Booking Process

In December 2024, ONE Digital Experience went online. A visionary platform, whose centerpiece is an innovative design system for multibrand and multichannel. The design system connects the two brands and creates synergies through reusable modules – while maintaining the unique identities of Motel One and The Cloud One. Users encounter two brand-specific digital worlds that function harmoniously together while still acting independently. An optimized user experience is further ensured by a simplified booking process. To ensure that the platform is also scalable and flexible for the group's expansion course, we use a headless CMS. The results are impressive: after the relaunch, the average purchase revenue increased by 8%, transactions increased by 4%, and page loading speed improved by 12%.

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Insights into the award-winning design for Motel One – by denkwerk

Promise for the Future

The ONE Digital Experience is a promise for the future: a digital travel companion that offers everything to its guests from a single source. At the same time, a brand world is presented that is contemporary and inspiring. With design, technology, and a spirit of innovation, we at denkwerk are transforming not only companies in the hotel industry. Awards like the Red Dot Award reinforce our excellent work and motivate us to achieve further excellence. Thank you to all teams: Create Positive Change.

Diverse Categories from Brand Design & Identity to Digital Solutions

In the Red Dot Award: Brands & Communication Design, creatives and companies can participate in a total of 18 diverse categories – from Brand Design & Identity to Spatial Communication to Sound Design. For us at denkwerk, two categories are particularly interesting: the still-young category "Digital Solutions" and the category "Interface & User Experience Design." We are pleased that this year we were able to impress in both categories with a newly launched design system for the Motel One Group.
With over 20,000 submissions, the Red Dot Award is one of the largest design competitions in the world. More information about the award can be found at www.red-dot.de.