SDT2012 (P5.1): Service Design in Tourism: The case of Bed and Breakfasts in Portugal

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This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: www.sdt2012.com. All rights reserved by the author(s):

Martta Oliveira, Portugal
Copenhagen Business School

I am a half Portuguese half Finnish Masters student of Marketing in Copenhagen Business School. My professional work has been in an interactive digital agency, productivity and efficiency consultancy, and a service innovation consultancy. I am currently writing a thesis on guest behavior in Guest Houses and Bed and Breakfasts in Sintra, Portugal. Alongside my thesis I am working in other projects, namely applying service design tools in an online university in France and aiding with the service design and launch of a Bed and Breakfast in Finland.

Service Design in Tourism: The case of Bed and Breakfasts in Portugal
This presentation elaborates on the process of of gathering Service Design research for two Bed and Breakfasts in Sintra (Portugal), and on the conceptualization of a Service Innovation for them. The tools that have been used to redesign the service provided at Casa do Valle and Casa da Vista Bed and Breakfasts were: contextual interviews, customer journey maps, expectation maps, stakeholder maps, business model canvases, personas and service blue prints. In order to conclude in a statistically significant manner what the key attributes of a Bed and Breakfast are, alongside the Service Design research a self-administered questionnaire was distributed in various Bed and Breakfasts and similar lodgings in Sintra. This research was used to fortify and complement the exploratory Service Design research. The application of Service Design in these Bed and Breakfasts is gueared towards creating a more genuine and authentic portuguese experience for the guests. It does not only yield an overview of the service currently provided by them and the guests’ perception and expectation of the provided service, but also guides the owners of the lodgings in the implementation of an improved service concept.

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SDT2012 (P5.1): Service Design in Tourism: The case of Bed and Breakfasts in Portugal

  1. 1. The Case of Bed and Breakfasts in PortugalSDT2012  |  Mar,a  Oliveira  
  2. 2. SDT2012  |  Mar,a  Oliveira  
  3. 3. SDT2012  |  Mar,a  Oliveira  
  4. 4. Two different room concepts Casa do Valle Casa da VistaSDT2012  |  Mar,a  Oliveira  
  5. 5. Applying Service Design to the B&BsSDT2012  |  Mar,a  Oliveira  
  6. 6. Segmentation Culture Focus  of   Nature Gastronomy travel   Relax at Guest Beach House Discoverers   Explorers   Escapers   Friendly   Personal   Authen;city   Atmosphere   Service   A,en;on  SDT2012  |  Mar,a  Oliveira  
  7. 7. Experience MapSDT2012  |  Mar,a  Oliveira  
  8. 8. Guest’s Journey | Simplified Lodging   Post-­‐ Enquiry   Booking   Pre-­‐stay   Stay   Search   stay  SDT2012  |  Mar,a  Oliveira  
  9. 9. Lodging   Post-­‐ Enquiry   Booking   Pre-­‐stay   Stay   Search   stay  SDT2012  |  Mar,a  Oliveira  
  10. 10. Lodging   Post-­‐ Enquiry   Booking   Pre-­‐stay   Stay   Search   stay   ArrivalSDT2012  |  Mar,a  Oliveira  
  11. 11. Lodging   Post-­‐ Enquiry   Booking   Pre-­‐stay   Stay   Search   stay   Casa do Valle Casa da VistaSDT2012  |  Mar,a  Oliveira  
  12. 12. Lodging   Post-­‐ Enquiry   Booking   Pre-­‐stay   Stay   Search   stay  SDT2012  |  Mar,a  Oliveira  
  13. 13. Lodging   Post-­‐ Enquiry   Booking   Pre-­‐stay   Stay   Search   stay   SleepSDT2012  |  Mar,a  Oliveira  
  14. 14. Lodging   Post-­‐ Enquiry   Booking   Pre-­‐stay   Stay   Search   stay   Relaxing in the gardenSDT2012  |  Mar,a  Oliveira  
  15. 15. Lodging   Post-­‐ Enquiry   Booking   Pre-­‐stay   Stay   Search   stay  Yoga classes Massages in the gardenSDT2012  |  Mar,a  Oliveira  
  16. 16. Lodging   Post-­‐ Enquiry   Booking   Pre-­‐stay   Stay   Search   stay   Picking Fruit from TreesPortuguese SnacksSDT2012  |  Mar,a  Oliveira  
  17. 17. Lodging   Post-­‐ Enquiry   Booking   Pre-­‐stay   Stay   Search   stay   Wellness MonthSDT2012  |  Mar,a  Oliveira  
  18. 18. Lodging   Post-­‐ Enquiry   Booking   Pre-­‐stay   Stay   Search   stay   Guest-to-Guest Book Internet RoomSDT2012  |  Mar,a  Oliveira  
  19. 19. What to do?SDT2012  |  Mar,a  Oliveira  
  20. 20. Pre-stay EmailsSDT2012  |  Mar,a  Oliveira  
  21. 21. Reception Before AfterSDT2012  |  Mar,a  Oliveira  
  22. 22. SignageSDT2012  |  Mar,a  Oliveira  
  23. 23. Welcome Juice or Cake sliceSDT2012  |  Mar,a  Oliveira  
  24. 24. RoomsNew key-chainsPortuguese Amenities Up-date room decorationSDT2012  |  Mar,a  Oliveira  
  25. 25. New Breakfast Portuguese BreakfastSDT2012  |  Mar,a  Oliveira  
  26. 26. Create a car parkTurn an unused area into a car parkSDT2012  |  Mar,a  Oliveira  
  27. 27. Make a Winter Living Room While it is not possible to build a common living room for the guests, in the low season turn one of the unused bedrooms in to a “winter living room” for guests to relax inSDT2012  |  Mar,a  Oliveira  
  28. 28. Tastes of Portugal Afternoon Tea Serve free tea and Portuguese pastries for guestsSDT2012  |  Mar,a  Oliveira  
  29. 29. Olive Harvesting and other workshops Guests harvest olives from the olive trees of the property with the owners.SDT2012  |  Mar,a  Oliveira  
  30. 30. Goodbye gifts Give herbs from the property or from the mountain for guests as a memory of their time at the Bed and Breakfast.SDT2012  |  Mar,a  Oliveira  
  31. 31. Thank you!SDT2012  |  Mar,a  Oliveira  

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