Intensified hospitality
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Intensified hospitality

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My first ever service design project in 2010 at Laurea SID program. I did this project for a hotel in Qatar while studying "Service Design Processes and Methods" course in Finland with Mikko Koivisto.

My first ever service design project in 2010 at Laurea SID program. I did this project for a hotel in Qatar while studying "Service Design Processes and Methods" course in Finland with Mikko Koivisto.

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Intensified hospitality Intensified hospitality Presentation Transcript

  • Intensified hospitality Mahmoud A. Abdel-Rahman Innovative Concepts for Hospitality-Focused Hotels
  • Intensified hospitality Page 2
  • Intensified hospitality Page 3 Contents Intensified hospitality ............................................................................................................ 1 INTRODUCTION................................................................................................................. 10 RESEARCH BACKGROUND.......................................................................................... 11 Innovation Focus ............................................................................................................... 12 RESEARCH ROADMAP .................................................................................................. 13 SD UNDERSTANDING....................................................................................................... 14 COLLECTING ONLINE REVIEWS OF THE HOTEL .................................................. 15 Reviews Tag Cloud....................................................................................................... 18 Review Summary.......................................................................................................... 19
  • Intensified hospitality Page 4 OBSERVATION SESSIONS ............................................................................................. 21 EXPERT INTERVIEWS..................................................................................................... 23 The General Manager Interview................................................................................. 23 The Staff Interview ....................................................................................................... 25 Customer Interviews......................................................................................................... 28 Collecting in-hotel reviews............................................................................................... 29 Hotel Rating .................................................................................................................. 29 Service Review .............................................................................................................. 30 Environment Description & Service Experience ........................................................... 31 Reserving ....................................................................................................................... 32 On the way to the hotel, arriving and check-in ........................................................ 34 Reception Environment ............................................................................................... 35
  • Intensified hospitality Page 5 To The Room, Entering the Room and Getting To Know the Room ..................... 36 Floor Plan and Views ................................................................................................... 37 Other Problems Faced.................................................................................................. 38 Checkout and Bye......................................................................................................... 39 By the competitor .............................................................................................................. 40 The Room, Services and checkout .............................................................................. 41 THINKING............................................................................................................................ 42 SD THINKING...................................................................................................................... 42 Personas.............................................................................................................................. 43 Edward- the Business traveler .................................................................................... 45 Robert- The Transit Passenger .................................................................................... 46 Customer-journey Mapping............................................................................................. 47
  • Intensified hospitality Page 6 Stakeholder Mapping........................................................................................................ 48 Design Drivers ................................................................................................................... 49 Benchmarking .................................................................................................................... 50 Affinity Diagram ............................................................................................................... 51 SD GENERATING................................................................................................................ 52 Mind Writing ..................................................................................................................... 53 Service Style Cards............................................................................................................ 57 1. Cool, trendy, stylish and modern ........................................................................ 57 2. Personalized, customized, tailored...................................................................... 59 3. Culture-centered, authentic, original, local and traditional ............................. 61 Concept Blending .............................................................................................................. 63 SD EXPLAINING ................................................................................................................. 64
  • Intensified hospitality Page 7 First Concept: Intented...................................................................................................... 65 Mood Board................................................................................................................... 66 SERVICE EVIDENCING.............................................................................................. 67 scenario .......................................................................................................................... 68 Second Concept: Weave & Style...................................................................................... 69 Mood Board................................................................................................................... 70 SERVICE EVIDENCING.............................................................................................. 71 Third Concept: MOMENT Share..................................................................................... 72 Mood Board................................................................................................................... 73 SERVICE EVIDENCING.............................................................................................. 74 APPENDIX 1: TOOLS ARTIFACTS .................................................................................. 75 Observation Session .......................................................................................................... 76
  • Intensified hospitality Page 8 The Staff Interview ............................................................................................................ 78 Online Reviews.................................................................................................................. 80 Booking.com Reviews .................................................................................................. 82 Trip Advisor.................................................................................................................. 90 In-Hotel Feedback Forms ................................................................................................. 95 Customer Interviews:...................................................................................................... 101 Ahmed Al-Noaimi...................................................................................................... 101 Zubair Sheikh.............................................................................................................. 104
  • Intensified hospitality Page 9
  • Intensified hospitality Page 10 INTRODUCTION
  • Intensified hospitality Page 11 RESEARCH BACKGROUND This research is carried out as an assignment in the Service Design Processes and Methods course in the masters program in Service Innovation and Design at Laurea University of Applied Sciences. The researcher had to choose a partner organization to carry out this project with. The partner organization is a hotel in the city of Doha, State of Qatar.
  • Intensified hospitality Page 12 Innovation Focus Hotel management has defined the innovation focus to work on to be the general front office operations including the processes of reservation, check-in, check-out and desk problem solving. The management is interested in proposing and offering genuine hospitality experiences and this will be the main theme of the innovation. The results will address presenting genuine hospitality experiences to hotel guests with proposed concepts for implementing such hospitality experiences on the addressed processes.
  • Intensified hospitality Page 13 RESEARCH ROADMAP This research follows Stefan Moritz’s methodology of service design outlined in the figure below: SD Understanding SD Thinking SD Generating SD ExplainingSD FilteringSD Realising
  • Intensified hospitality Page 14 SD UNDERSTANDING
  • Intensified hospitality Page 15 The SD understanding phase included the following activities: COLLECTING ONLINE REVIEWS OF THE HOTEL Based on the sum of 71 reviews, the following are the key findings (-) In general, the hotel has a low rating and more negative reviews. < Booking.com score: 7.7 vs. 8.5 of competition. X On trip advisor 86%of the reviewers don’t recommendthe hotel to friends.
  • Intensified hospitality Page 16 Equipment not ServiceHighest ranking of the experience were comfort and location. Solo travelerswere the majority of the guests, who were mostly there for business. Familieshave a general positive feedback about the hotel. Following is the summary of the reviews, for the actual reviews please check Appendix 1: Tools Artifacts:
  • Intensified hospitality Page 17 6.6 6.8 7 7.2 7.4 7.6 7.8 8 8.2 8.4 8.6 Hotel Rating Solo Travelers, 41 Young Couples, 6 Mature Couples, 7 Families young children, 6 People with friends, 3 Groups, 1 Segments of Guests who posted reviews
  • Intensified hospitality Page 18 Reviews Tag Cloud
  • Intensified hospitality Page 19 Review Summary Negative Sides Positive Sides No sufficient orientation on cost or facilities To early housekeeping service Bad housekeeping Bad staff attitude (Reception) No Wi-Fi in rooms/ Expensive Internet charges Check-in problems No taxi around No variety in breakfast buffet No good communication between staff (late checkout was not communicated). Absence of amenities in some cases. Construction around the hotel Expensive food Too noisy; Too many events in the hotel No free drinking water in rooms Booking problems; Cost discrepancy Large rooms Furniture Location Close shopping malls, you can walk to the sea Non-smoking hotel Friendly and helpful staff Good room service variety Good for families Very noisy View Free Wi-Fi in lobby Long queues on reception desk Free upgrade Was good for a business person Short waiting time for elevator A new hotel The design of the lobby
  • Intensified hospitality Page 20 No clear information on check-in and checkout guidelines and procedures. Needs more car parking No Alcohol Unfriendly staff. Promises on the web site are not met. Breaking standards (don’t disturb, no smoking) Badly designed rooms; place of switches, hairdryer, place of magnifying mirror, Slow response in restaurants Bad ACs (noisy, only on and off, set for cold in winter) Staff is not clear on hotel policies or values Slow Elevators Only one restaurant Honest and trust-worthy staff Understaffed hotel Good value for money
  • Intensified hospitality Page 21 OBSERVATION SESSIONS One Observation Session has been conducted. For the full documentation of this observation please check Appendix 1: Tools Artifacts. Following are the points to highlight of this observation: Reception desk is low and curved which results in desk insides (machines, papers .. etc) being exposed to customers, receptionist has to bend down to do his work. The Desk is wide taking into consideration that there’s only one receptionist on desk most of the time. There’s no back office for the reception which results in photocopiers and other office equipments being placed behind the reception desk. There’s also no room for the receptionists to rest in. There’s a general gesture of opening the door to the people who going through the main gate as an expression of respect and hospitality. It was followed for guests but not for hotel workers.
  • Intensified hospitality Page 22 There are many events held in the hotel, many roll-ups have been put in the lobby to help people find the events they’re coming for. The lobby has many aesthetic elements but there’s not easily seen from the reception desk or the gate. These elements include plans and the huge 2 floors-high waterfalls. The lobby seating areas and ground floor restaurant are rarely used. The staff is very friendly and helpful.
  • Intensified hospitality Page 23 EXPERT INTERVIEWS The Hotel group general manager has allowed for a 45 minutes interview. Another longer interview was done with the front office manager for around 120 minutes with the partial attendance of the duty manager and the reservations manager. Following are the key findings and for more details please check appendix 1: tools artifacts: The General Manager Interview 1. The innovation focus is selected because it represents the first moments of truth the customer really meets through his journey. 2. The hotel concept is built around the delivery of an Arab-culture driven hospitality. This is the hotel’s position and this is what it’s trying to fulfill. The hotel is not competing with other local hotels on this level of hospitality as they’re not really into delivery of hospitality.
  • Intensified hospitality Page 24 The hotel aims to position itself as a leading hospitality specialist management company, driven by the desire to provide its customers with innovative, upmarket concepts of service, through consistently delivering superior quality products and exceptional Arabic traditional customer service, whilst maximizing financial return to stakeholders. To celebrate and regenerate the Arabic traditional hospitality, service delivery, and to be recognized as the number one employer and a leading hospitality management group. Respect Integrity Commitment Innovation, Ownership, Passion Quality Growth VISION MISSION VALUES
  • Intensified hospitality Page 25 Excellence The Staff Interview Following are the interview highlights: Major checkout times are: 7:00-8:00 (People going for business meetings) 11:00-12:00 (Family or people who have no morning commitments) Sometimes a customer from a corporate account will come to check-in with insufficient information which would require communication between front office, account management and corporate customer to resolve the The type and source of customers are affected by the events taking place in Doha. 5-10% of reservations and stays are of individuals and the rest is for groups (corporate accounts). ? ?? ‫؟‬? 5-10% Checkout Peak Times Insufficient Information
  • Intensified hospitality Page 26 problem. It has reached up to 15 minutes in some cases. Much often there’re modifications in group reservations. QATAR airways is a major account which has special requirements, they would ask in an hour to prepare 200 rooms for example. This means 200 rooms to be ready in an hour, 200 keys, and the restaurant should be ready for the same amount of people. They normally check-in in the same time but they checkout in separate groups depending on their flight time. In return, the hotel has put a special desk for QATAR airways check-ins and adopted a different process. Check-in Check-outQATAR AirwaysGroup Modifications QA Special Desk
  • Intensified hospitality Page 27 S Families are common to stay in the hotel in holiday times only. Last spring break, there were around 150 families staying in the hotel in weekly. They mostly come from Saudi Arabia. Front office manager and reservation manager highlighted the process of reservation for both individuals and corporates. Some customers try to skip payments upon checkout so hotel takes deposits in advance. Families Processes
  • Intensified hospitality Page 28 Customer Interviews 2 frequent travelers have been interviewed. Following is the resulting cloud tags of the interview content and the full content is available in Appendix 1: Tools Artifacts. Ahmed An-Noaimi Zubair Sheikh
  • Intensified hospitality Page 29 Collecting in-hotel reviews Based on 8 forms of customer feedback following are the findings. Please note those feedbacks are the negative ones; the ones that included cases to resolve or to deal with. Hotel Rating 2 1 2 2 2 1 3 3 2 2 3 3 2 4 4 4 3 4 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Overall satisfaction Hotel staff likelihood to return recommendation of hotel to Family, friends and business associations desire to stay at other hotels of our group. The value received for the price paid Poor Good Excellent
  • Intensified hospitality Page 30 Service Review Negative Sides Positive Sides 1. Some staff not good with guests- Mohammed is a fine example of excellent service as well as Islam 2. Dry receiving, a matter of just “This is your room card, your room number is 1203” without even welcome. 3. Problems on the reception 4. Guests given room keys of rooms in which other guests are already in! 5. Room keys not working 6. Housekeeping opened the door many times without knocking while guests were sleeping. 7. Toilet big water leakage (3 times in 8 days) 8. Staff is not aware of information. One person says something and another would say something else. 9. Poor problem solving. 10. Experience at check-in and being locked out of my room. 11. Bad shuttle service to airport. Very infrequent. People at reception are not welcoming. Excellent welcome upon arrival Welcoming impression of the guestroom Bad housekeeping AC didn’t work. Good dining Experience with good staff. Warm Atmosphere, view and location.
  • Intensified hospitality Page 31 Environment Description & Service Experience The researcher tried the service himself twice he reserved, checked-in, stayed, used some of the services and checked out. The researcher used 2 methods of reserving which were internet and telephone. All the interactions have been voice-recorded and captured with photos. The following will present the environment description and service experience. Both stays will be recorded. White background will refer to the first stay while golden background will refer to the second stay.
  • Intensified hospitality Page 32 Reserving 1 2 3 4 5 6 Checking prices on hotel’s website Checking prices on booking.com Booking through booking.com because it’s cheaper Receiving confirmation e-mail message Calling to confirm reservation Searching for Hotels in Qatar on Google Visiting The hotel’s website Printing Reservation Visiting booking.com
  • Intensified hospitality Page 33 1 2 3 Called at 12:30 PM and placed a reservation. I got a reservation code. And was asked about the check-time. I recorded the reservation code on my iPod. I called at 9:00 AM to reserve. The operator replied and asked to call back at 10:00 AM to speak to the reservation team.
  • Intensified hospitality Page 34 On the way to the hotel, arriving and check-in 7 8 9 10 11 Around the Hotel Parked Arriving at the hotel Being received Entering Arriving at the reception desk In a chat with staff Filled this form and handed my ID and my wife’s passport to get copied Got the room card, bill and card payment receipt Checking hotel location on the map On The way Visiting booking.com
  • Intensified hospitality Page 35 Reception Environment Check-in route
  • Intensified hospitality Page 36 To The Room, Entering the Room and Getting To Know the Room 12 13 14 15 16 Waiting for the lift Looking for the room Back and forth Found! Having a hard time! Here we are! A nice set This is the suite TV, directory and bathroom In the lift
  • Intensified hospitality Page 37 Floor Plan and Views
  • Intensified hospitality Page 38 Other Problems Faced No spoon Feedback form should be placed on the opposite side I got no bill for the payment, only the card reader receipt. No pencil and notepad No spoon Only one hanger No trash can Loose joints An extra blank card was there that kept the lights on Tissues thrown out on the floor in a corner Blown bulb There was no card covers, so I got the door card in an envelope Feedback form should be placed on the opposite side
  • Intensified hospitality Page 39 Checkout and Bye 17 18 19 Waiting for the balance check Asked to evaluate the stay Given the bill, in a bigger envelope this time Out of the door Leaving the parking gate On my way home Paying
  • Intensified hospitality Page 40 By the competitor 1 2 3 4 5 Booked on intercontinental.com Appeared to the priority check-in to escape the crowd Handed my Ambassador card Waiting to be checked-in My suite is not available yet To a temporary room The view from the temp. room The temp. room Finally to the suite
  • Intensified hospitality Page 41 The Room, Services and checkout 6 7 8 9 10 The suite A very detailed service directory The instant service button They never asked me smoking or none-smoking No “don’t disturb” sign anymore More Safety The views around the Hotel Checked-out
  • Intensified hospitality Page 42 THINKING SD THINKING
  • Intensified hospitality Page 43 Personas Saeed- the Extended-Family man “I like to explore Hotels. I travel 2-3 times with my wife, and once a year I take my entire family including my mother and sisters on a trip” 28 years old married Arab man He lives in United Arab Emirates He leads a well-off life, he is a manager in a government authority, and he has a bachelor’s degree in business administration. He’s taking care of his extended family (his mother and sisters and they all live in the same house. He tends to consume luxury and high-quality products He’s still keeps his traditional values while keeping up with the changes around him. He’s conservative, spends some of his time with the other tribe members or friends. He’s a family person, he dedicate time to look after his family’s and extended family’s requirements and needs. He mainly travels and stays in hotels alone for business purposes. He likes to explore hotels and see new services and values being offered. He travels with his wife 2-3 times a year, and they stay in ***** hotels. He also takes all of his family for tourism once a year. And he chooses his hotel for this type of trips based on location and closeness from
  • Intensified hospitality Page 44 shopping centers and restaurants. For this type of stays he normally goes for hotel apartments. He expects services to be delivered with a level-standard matching quality. He dreams of the most welcoming and hospitable receptions and stays. He dreams of being given the opportunity to see the best options of the hotel to pick what he feels for.
  • Intensified hospitality Page 45 Edward- the Business traveler “I don’t like to stand in queues for checkout.” 38 years old European single. He lives in UK and comes to Doha in business trips. He doesn’t have that much time for his friends and he’s more focused on his work. He has to be connected all the time and he uses telecommunication facilities very massively. He likes to go to the swimming pool or the sauna for refreshment. He tends to receive some business guests in the hotel when needed. He is managing a very tight schedule and may tend to arrive and leave in unusual times. His secretary takes care of his reservations and he is rare to face a problem with his check-in. He wants to have things in place and needs a fast answer on where to find what he want. He needs help with taxis, contacts and means of getting to the business areas. He dreams of having his business made easy and for growing his deals opportunities in Doha.
  • Intensified hospitality Page 46 Robert- The Transit Passenger “I hope I can get the most of those few hours I’m spending in this hotel, I wouldn’t mind any plus in addition to resting.” 25 American male He lives in New York with a friend. He has a moderate income; he is trying to establish himself. He tries to give himself an annual trip to view different parts of the world He’s open, communicative and likes to get in touch with people with different backgrounds He used QATAR airways to travel to India and he is spending the night in Doha waiting for his flight the day after in the morning. He spent some time on the transit desk and he wants to sleep and rest. He wants the shuttle to come on time, take him to the hotel in the shortest time, to have a fast and smooth check-in. There’s no time to see Doha or know anything about the culture but he doesn’t mind getting an exposure to that in addition to the comfortable sleep.
  • Intensified hospitality Page 47 Customer-journey Mapping Search Reservation Check-in To the room Need for information Facing a problem Checkout Office, home, travel agency Computer, phone --- Guest, travel assistant Office, home or travel agency Computer, phone, fax Reservation Guest or travel assistant Hotel lobby RC, ID, computer, room card Check-in, Payment Guest & receptionist Room or hotel in general Phone Problem Solving Reception and staff Lobby Room card, invoice and CC. Checkout Receptionist, guest and Bellboy Room or hotel in general Directory or phone Inquiry Receptionist Elevator, Corridors Signs, Elevator -- Guest & Bellboy 1 2 3 4 5 6 7
  • Intensified hospitality Page 48 Stakeholder Mapping Guest Wife & children Extended Family Friends Online reviewers Secretary Front office Corporate account representative Reservation team Contacts in Doha Family Hotel Business Group Travel Agency Housekeeping Restaurant & room service Group Members Shuttle/ Bus Service
  • Intensified hospitality Page 49 Design Drivers Process speed related factors Felxibility and customer- empowerment related factors local Hospitality related factors Service quality related factors
  • Intensified hospitality Page 50 Benchmarking 0 1 2 3 4 5 6 7 8 9 10 Staff Services Clean Comfort Value for money Location Hotel Rating vs. Intercontinental according to booking.com The Hotel Intecontinental
  • Intensified hospitality Page 51 Affinity Diagram No sufficient orientation on cost or facilities To early housekeeping service Bad housekeeping Bad staff attitude (Reception) No Wi-Fi in rooms/ Expensive Internet charges Check-in problems No taxi around No good communication between staff (late checkout was not communicated). Absence of amenities in some cases. Construction around the hotel Too noisy; Too many events in the hotel Booking problems; Cost discrepancy No clear information on check-in and checkout guidelines and procedures. Needs more car parking No Alcohol Unfriendly staff. Promises on the web site are not met. Breaking standards (don’t disturb, no smoking) Badly designed rooms; place of switches, hairdryer, place of magnifying mirror, Slow response in restaurants Bad ACs (noisy, only on and off, set for cold in winter) Staff is not clear on hotel policies or values Slow Elevators Large rooms Furniture Location Close shopping malls, you can walk to the sea Non-smoking hotel Friendly and helpful staff Good for families View Free Wi-Fi in lobby Long queues on reception desk Was good for a business person Short waiting time for elevator A new hotel The design of the lobby Only one restaurant Honest and trust- worthy staff Understaffed hotel Reception desk is low and curved which results in desk insides (machines, papers .. etc) being exposed to customers, receptionist has to bend down to do his work. The Desk is wide taking into consideration that there’s only one receptionist on desk most of the time. There’s no back office for the reception which results in photocopiers and other office equipments being placed behind the reception desk. There’s also no room for the receptionists to rest in. There’s a general gesture of opening the door to the people who going through the main gate as an expression of respect and hospitality. It was followed for guests but not for hotel workers. There are many events held in the hotel, many roll-ups have been put in the lobby to help people find the events they’re coming for. The lobby has many aesthetic elements but there’s not easily seen from the reception desk or the gate. These elements include plans and the huge 2 floors-high waterfalls. The lobby seating areas and ground floor restaurant are rarely used. The staff is very friendly and helpful. The hotel concept is built around the delivery of an Arab- culture driven hospitality. through consistently delivering superior quality products and exceptional Arabic traditional customer service regenerate the Arabic traditional hospitality, service delivery Respect Integrity Commitment Innovation, Ownership, Passion Major checkout times are: 7:00-8:00 (People going for business meetings) 11:00-12:00 (Family or people who have no morning commitments) Sometimes a customer from a corporate account will come to check-in with insufficient information which would require communication between front office, account management and corporate customer to resolve the problem. It has reached up to 15 minutes in The type and source of customers are affected by the events taking place in Doha. 5-10% of reservations and stays are of individuals and the rest is for groups (corporate accounts). Much often there’re modifications in group reservations. QATAR airways is a major account which has special requirements, they would ask in an hour to prepare 200 rooms for example. This means 200 rooms to be ready in an hour, 200 keys, and the restaurant should be ready for the same amount of people. They normally check- in in the same time but they checkout in separate groups depending on their flight time. In return, the hotel has put a special desk for QATAR airways check-ins and adopted a different process. Families are common to stay in the hotel in holiday times only. Last spring break, there were around 150 families staying in the hotel in weekly. They mostly come from Saudi Arabia. Some staff not good with guests- Mohammed is a fine example of excellent service as well as Islam Dry receiving, a matter of just “This is your room card, your room number is 1203” without even welcome. Guests given room keys of rooms in which other guests are already in! Room keys not working Housekeeping opened the door many times without knocking while guests were sleeping. Toilet big water leakage (3 times in 8 days) Staff is not aware of information. One person says something and another would say something else. Poor problem solving. Experience at check- in and being locked out of my room. Bad shuttle service to airport. Very infrequent. People at reception are not welcoming. Checking prices on hotel’s website Checking prices on booking.com Booking through booking.com because it’s cheaper Receiving confirmation e-mail message Calling to confirm reservation Searching for Hotels in Qatar on Google Visiting The hotel’s website Visiting booking.com I recorded the reservation code on my iPod. I called at 9:00 AM to reserve. The operator replied and asked to call back at 10:00 AM to speak to the reservation team. Being received In a chat with staff Checking hotel location on the map On The way Visiting booking.com Looking for the room Back and forth Found! Having a hard time! No spoon I got no bill for the payment, only the card reader receipt. No pencil and notepad Only one hanger No trash can Loose joints An extra blank card was there that kept the lights on Tissues thrown out on the floor in a corner Blown bulb There was no card covers, so I got the door card in an envelope Feedback form should be placed on the opposite side Given the bill, in a bigger envelope this time Appeared to the priority check-in to escape the crowd Handed my Ambassador card Waiting to be checked-in My suite is not available yet A very detailed service directory The instant service button They never asked me smoking or none- smoking No “don’t disturb” sign anymore More Safety The views around the Hotel Physical Aspects of Hotel External Issues from The Surrounding Environment Service Culture Segmentation- related Information Exchange Traditional Improvement issues
  • Intensified hospitality Page 52 SD GENERATING
  • Intensified hospitality Page 53 Mind Writing Original Idea Round 1 Round 2 Round 3 Idea1 Check-in Lounge; couches, table, drink, receptionist comes to table. During Reservation, Customers are asked to estimate their arrival time. Receptionist recognizes customer by name. Personalized check-in kit with customized helpful info. Digital welcome screen. Digital signal & reader with hotel staff to detect customers and their details. Idea2 Receptionist Takes The guest to in a tour and then takes him to the room. Alternative routes based on customer needs. Second life model of the hotel. Idea3 Guest’s name is put on the room door. Digital screen on the door It can say “Welcome .. “ It could also be used for notification “don’t disturb, please make my room .. etc”
  • Intensified hospitality Page 54 Idea4 Developing and application for corporate customers to use. Idea5 Making it possible for guests to pick their rooms like a seat on airplane. Possible when reserving the room online. He can see photos of this exact room and do a virtual tour and look from the window to see the view. Idea6 Giving an orientation booklet for customers upon check-in, adding screens with orientation movies to check-in lounge/ reception desks. Also an iPhone application. It could be sent to him upon reservation. The iPhone application could be used to customize the services and set preferences, do future reservations, access his bill .. etc. Idea7 Post-stay Lost & Found Service
  • Intensified hospitality Page 55 Idea8 Newsletters & Offers related o the visit purpose. (If he came for attending an event, maybe we should tell him in the future when there’s similar events) Idea9 Self-checkout Idea10 Support information on destination In-Hotel gift catalogue, to pick-last minute gifts Idea11 Team lining up to see customer off upon checkout
  • Intensified hospitality Page 56 Digital screen of Airport departures available in Hotel lobby. Hotel can call the guest before his checkin to confirm his arrival time and to do his check-in in advance
  • Intensified hospitality Page 57 Service Style Cards 1. Cool, trendy, stylish and modern
  • Intensified hospitality Page 58 a. Auto tweeting, facebook posting for guests. b. Ustream and justin.tv of different hotel locations. c. Check-in through iPhone or blackberry. d. In-Room iPhone/ iPod support. e. Hotel local companion community. f. Media Sharing giant screen in the lobby
  • Intensified hospitality Page 59 2. Personalized, customized, tailored
  • Intensified hospitality Page 60 a. Ability to choose room through the web site. b. Providing more family-oriented suites. c. Letting customer customize different elements of his experience including (housekeeping time, longer breakfast span, guidance on the city, updates on city events, and tendency to network with other customers. d. In-hotel experience building catalogue including items for purchase (tourism and adventure items, business or family-related items) e. Customized route to the room based on facilities will mostly be needed. f. A possibility to choose a welcome complement. g. Baby-sitting, secretarial and tour guidance facilities. h. His name on the door. i. Family check-in corner. j. Separating the roles of receptionist and guest services, who can give differentiated support and information for the different segments of the hotel. We should have more than a guest services officer with different specialties. k. Upon checkout, please keep in touch. l. Celebrating guests stay, “we’re happy to have you for 4 days now”. m. Couple, business, family and tourist printed guides. n. A hotline for out-of-hotel support “I’m lost. what should I do ..?” o. Following up on guest’s medicine taking. p. Mentoring and counseling services. q. Ability to know guests with
  • Intensified hospitality Page 61 3. Culture-centered, authentic, original, local and traditional
  • Intensified hospitality Page 62 1. Daily wisdom from culture to change on room walls, lobby, lifts and other facilities. 2. Do’s and Don’ts book upon check-in. 3. Receptionist to take the guest in an orientation tour which 4. Hotel to include a social local gathering room where guests can mingle with local people. 5. Hotel’s own networking site where guest can build relationships with local people before arrival. 6. Hotel to offer local drinks and snacks in hotel lobby and rooms. 7. A complementary book/e-book about the culture upon check-in. 8. Receive you with tea or coffee option on reservation. 9. Check-in tent (very luxurious one) 10. A local traditional grilling activity. 11. Running a club for locals who’re interested to get in touch with guests including business people, families, tourists.. etc. 12. Restaurant offers meals cooked by local people.
  • Intensified hospitality Page 63 Concept Blending I’ve thought about this method. It’s about mixing 2 service concepts together to see what may result. Here the following concepts are mixed with the hotel concept. Restaurant Market Hospital School Airport 1. A receptionist by the door 2. A table for guest to wait on 3. A menu that includes the different room offers 4. Ability to choose from a wide range of options to make guest’s own experience 5. Ability to choose an activity in addition to the main stay 1. Variety of options for almost everything 2. Ability to buy any item of what the guest likes in the hotel. 3. Sales and promotions 4. Almost everything is a part of a certain sub- brand. 1. Hotel checks on the guest as he wishes. 2. Hotel gets room ready for guest to sleep. 3. Hotel gives guests free simple medical checks. 4. Hotel helps guests lead a more healthy life. 1. Hotel includes a library 2. Hotel includes a break time where guests get out of rooms and meet in the main areas and socialize. 3. Books delivered upon check-in. 4. A teacher about culture and about hotel facilities is available upon request. 5. Hotel includes rooms that illustrate culture and history backgrounds. 1. Printing luggage sticker with room number on it. And a passport sticker for express check-in. 2. Check-in in the airport shuttle 3. Messages from Hotel Captain (Manager) 4. A Duty free shop in the hotel 5. Hourly stay rate.
  • Intensified hospitality Page 64 SD EXPLAINING
  • Intensified hospitality Page 65 First Concept: Intented The concept is about delivering an authentic, original and traditional hospitality experience in the hotel. The concept will feature painting the hotel with the different aspects of the culture. The concept delivers this value to customer even if he’s staying only for few hours in the hotel. The concept also helps the guest takes the experience home with him through the “take it home” concept of being able to buy certain items of the hotel equipments. The hotel utilizes different role-playing and scenarios to help customers live the experience.
  • Intensified hospitality Page 66 Mood Board
  • Intensified hospitality Page 67 SERVICE EVIDENCING
  • Intensified hospitality Page 68 scenario a door man received the guest by the door the guest was taken to the check-in tent he was asked to sit on a pillow a man came and started to serve the guest arabian coffee and dates a fisherman came and sat next to the guest and started to take some coffee and dates as well boxes of pearls wear brought in and people started to negotiate prices the receptionist came and gave the guest this nice ancient-looking box that included booklets guest was taken in tour and saw lots of shops and markets areas in the hotel finally they arrived to the room and receptionist introduced the guest to the room guest was told that check-in lounge is open all the time if he wanted to have some coffee and dates with his guests guest was told that during the day there's different gathering hours where he can come to the lounge and find many guests open for netwroking guest was told that if interested a coffeepot and a dish of dates will be sent to his room guest said that it's a nice experience and receptionist told him that he can buy most of these items to take them back home upon checkout, guest was given a nice box of dates and an arabian coffee cup with his name engraved on it
  • Intensified hospitality Page 69 Second Concept: Weave & Style The concept is about enabling the customer to tailor and design his own experience. The customer is utilizing the menu of hotel offers to create his own blend of stay. The customer is highly empowered to design his stay style according to his stay purpose. In addition to the settings the customer chooses for his service, the hotel makes available for the customer a wide range of related information, services and tools.
  • Intensified hospitality Page 70 Mood Board
  • Intensified hospitality Page 71 SERVICE EVIDENCING
  • Intensified hospitality Page 72 Third Concept: MOMENT Share This concept is about enabling the guest to leverage the social media capabilities to share his experience with the world. The hotel would embed the recording, capturing and publishing capabilities within the hotel processes. The customer just sets his preferences in the beginning of the stay and then it goes with no interference, he would just comment and interact with his family and friends based on these interactions. The hotel also provides a framework for sharing between hotel guests in general who can share knowledge about hotel and local experiences.
  • Intensified hospitality Page 73 Mood Board
  • Intensified hospitality Page 74 SERVICE EVIDENCING Log-in to your room Let’s keep your moments shared. Through Moment Share, you’ll be able to share your experiences and moments with family, friends and other hotel guests. Register | Login @ www.momentshare.com
  • Intensified hospitality Page 75 APPENDIX 1: TOOLS ARTIFACTS