At a glance
| My role | UX and Content Designer — responsible for researching, writing, and designing a series of editorial articles for publication across the Hilton Hotels group websites. |
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| Project objectives | Produce high-quality editorial content that promoted specific Hilton properties to potential guests, aligned with brand standards, and was optimised for digital publication across multiple hotel websites. |
| Services delivered |
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| Project overview | Hilton Hotels required a series of editorial articles to sit across their group hotel websites, driving engagement and promoting specific properties. I was responsible for the full content lifecycle — from research and writing through to design and publication-ready formatting — across multiple hotels in the USA and Scotland. |
| Software used |
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Success metrics
What I did
The challenge
Hilton Hotels needed editorial content that would bring specific properties to life for prospective guests — content that felt warm, engaging, and informative while meeting strict brand guidelines and performing well in organic search.
My approach
Each article began with thorough research — into the property, its location, its unique features, and the audience most likely to be planning a visit. This grounded the writing in genuine detail rather than generic hospitality copy.
I applied content design principles throughout — structuring each article so key information was easy to scan, calls to action were well-placed, and the reading experience felt natural on both desktop and mobile. Every piece was formatted to the Hilton digital publishing template before handoff.
The outcome
All articles were approved and published without revision requests — a reflection of the thorough research and alignment with Hilton's brand voice from the outset. Organic traffic to featured hotel pages increased noticeably following publication, and the engagement demonstrated the value of well-crafted editorial content within a hospitality context.
