Combining deep-needs insights, obscure wireless technologies, and “big data”, we developed a solution brief, and proof-of-concepts for technologies and processes that would enable our client – a major hotel chain, to personalize the arrival experience. This system enabled staff to identify a guest by name as they approached various touch-points in the hotel, and cue staff to engage them according to their preferences, past behaviors in the hotel, and in specific cases, their public social media (in a non-creepy way). The outcome of this initiative is greater affinity for the hotel brand, and increased in-hotel spend.
Following Design Thinking principles, we began with a deep dive into the guests and staff needs through interviews and empathy sessions. We created an “emotional journey” map that started from the moment a person is aware of their need to travel, and concluded when they complete their in-room arrival ritual. From this map, we could easily identify the most relevant touch-points in which to focus. We then developed a phased plan for deploying such a system, enlisted vendors, and performed in-hotel proof-of-concepts of various technologies.