1 Keep swimming – take aways
Basic expectations = hygiene factors. Perform poorly
on these and you suffer.
Performance payoffs = standard factors. The more you
do, the more guests appreciate it.
Excitement generators = wow factors. This is what will
make you memorable.
Over time, all factors deteriorate as they become
commonplace. You have to keep raising the bar.
2 Does this hurt?
Contact form with 11
Contact form with 4 fields
+150% conversion rate
Original form Reduced form
The $300m button
The $12m form field
Name on card*
8 Marina View Tower 1
The $12m form field - article
Why do I have to fill out a paper form?
Why is my credit card not my room key?
Why is my phone not my room key?
Just let me get dinner and set
my wake-up call
Where’s the iron?
Waiting for the minibar review
2 Does this hurt? – take aways
Understand the emotional journey of your guests
Map emotional highs and lows
Improve the lows
Times of stress and discontent are the perfect
opportunity to generate excitement
3 You don’t need an app!
Everyone needs an app, no?
“A mobile app”
may be the answer.
But first you need to find out
what the question is
You need a digital experience strategy
But how do we go about creating one?
Image credits: cavstheblog.com
3 Steps to a digital engagement strategy
2 Personas and storyboards
3 Find digital solutions to improve each
Step 1: Research
You could ask guests what they want
Image credits: Joe Shlabotnik (Flickr)
People’s imagination is bound what they
Or they may ask for something that’s
Image credits: Jeff Gothelf
Yes we do ask people, but we don’t ask them
what they want, we find out what their emotional
Image credits: GfK Group
We observe them
Image credits: OakleyOriginals (Flickr)
We track analytics
We listen to social media conversations
Behavioural data is always preferable to
Step 2: Personas and storyboards
Use insights for storyboarding
Step 3: Find digital solutions to each
Image credits: Kalsau (Flickr)
Give them something to share
Online booking and tracking:
Make it easy for them
You know them well. Use it.
Show them you care
Refine your content, messaging and design
Give them what they need, when they need it
3 You don’t need an app! – take aways
Plan a digital strategy
Do your research
Set up conversion goals in Google Analytics
Map the user journey
Find out what digital tools can improve the experience
at each touchpoint
A/B test your content, messaging and design