IHG Interactive FINAL_REVISED

The
Striver’s
Journey
The
Striver’s
Journey
AMEA Consumer Insights
Discover now

Find out what the Strivers are telling us by clicking on the Guest Journey Stages below
Reminder: When you see this button click on it for more information
DepartureFacilitiesMy room
Journey
to the roomArrival/ Check-in
Journey
to the hotelBefore I leaveMake a bookingAwareness
About the study

I would consider a hotel that...
Allows me to
minimize travel
time so I can
maximize time
for business
Reflects my
status while also
reassuring me
on quality
Is well equipped
and can address
my needs when
on travel
Rewards me
and knows my
preference
Maximises
my dollar
(small business
owner only)
What I expect
Journey
Journey
Range and quality
of facilities
5 experience:
Fitness centre/spa,
bar/restaurants
Loyalty program
(offers preferential
treatment)
Need to keep track
of budget
Promotions and
discounts are key
Tie breaker when
other criteria are
similar
Personal experience
with the brand and
property
Word of mouth from
colleagues
International/
Luxury brand
Near to place of
business
Well connected
by public transport
Accessible public
spaces like malls,
etc.

Corporate Traveller or Small Business Owner
?
How I book depends on whether I am a...
Structured, streamlined approach.
Standard “menu” to choose from (options limited to corporate listing).
Booking typically done by secretary or travel agent
Booking typically self managed through OTAs.
Budget conscious and prefer looking through multiple sources
of information to be sure they are getting the best deal
Journey
Journey

I’m a seasoned traveler and pride myself on
being organised and well prepared
What’s inside
my bag?
Portable
iron
Toiletries
Laptop and mobile
device with chargers,
multi-socket plug
Fitness Related
Swim wear, trainers
tracks and T-shirtsClothes
Internet
Dongle
Wax Polish
Stationary
Basic notepads & pens
Journey
Journey

How do I get to the hotel?
Hotel Pick-up
TAXI
A hotel pick up is
not something that
I normally go for;
I usually use public
transport or a car
hire service
TAXI
Reasons for choosing public transport or car hire service
Reasons for choosing hotel pick-up
Journey
Journey
More affordable
A preferred option if familiar
with destination
Car hire service provides
flexibility for choice of car
Definitely not the preferred
choice for an unfamiliar
destination due to language
barriers and safety concerns
A status symbol, a luxury
experience
An option when there is
high unfamiliarity with
destination or arriving late
at night.
Cost is the key barrier!
Next Scene (Journey to the hotel)

On my way to hotel...
I use the travel time
to orientate myself
and maximise my time
through multi-tasking
Punctual
Mindful and respectful of the guest’s status e.g.
having the car ready/ bringing it around quickly
without me having to walk far
Knowledgeable about destination details e.g.
weather, local sights, hotel details etc.
Non-intrusive e.g. does not ask personal
questions or provide irrelevant advice/
direction/ information or be continuously talking
Needs to be sensitive to guests’ willingness to
engage – use polite inquiry – ‘Would you like me
to/ would you like to...’
WIFI in car (for work and personal)
Check-in in the car
Drop-off to hotel or work (as preferred)/ allows
baggage drop off at hotel while guest dropped
off to work
(International Travel) Option of purchasing SIM
cards in the car itself
Proactive offer in case of late night arrival, delay
in flight
Proactive reminder when booking the room
Non-negotibale Delighters
Journey
Journey
What I do on the journey to the hotel
Non-negotiable & Delighters

Upon my arrival...
Hotel Service
Bring forward check-in to
the Journey stage
To streamline
the journey and deliver a
more seamless process
Opportunity!
I just want to get to my
room as soon as possible.
Check-in is usually a quick
and standard process, I can
do it on auto pilot mode
Ensure there is a way
for me to check in
(via mobile) without
incurring hefty roaming
charges
True convenience is
when I do not have
to stop at the check-in
counter. If passport
photocopy or credit
card verification is
needed, should be
collected before I arrive
Quick and fuss-free: 5-10 mins. max
Choice of room type and preference requests
Provision of internet log in details
Need staff to greet and welcome in a professional
manner, cannot be elaborate or intrusive
Minimize documents needed: Use of previously
saved guest information
Shortens the check-in process, allowing the
Striver to get started on the purpose of the
travel
Addressing by name, recall by looks due to
repeated visits
Showing concern for guests: staff who
acknowledge the fatigue of travelling and a
long day’s work, and shown empathy
DelightersNon negotiable
Non-negotiable & Delighters
Reactions on mobile check-in/out concept
Journey
Journey

The Concept:
Mobile check-in/out
Leverage
mobile apps
to straddle
multiple points
of the guest
journey
Opportunity!
For business trips, I need a hotel that respects how
valuable my time is, and that makes processes quick
and easy
Introducing ‘Mobile check in/ check out’ in our hotels.
You can now access bookings and check in and out
online or from your mobile device so that you enjoy
a speedy hotel arrival and departure
When you arrive, you will be greeted warmly by
our staff and handed your room key, or you can
head to our key card dispensers so that you can
head straight up to your room – no queues and no
questions
And if you are hungry, you’ll even be able to
pre-order your room service to arrive shortly after
getting to your room
Our hotels’ Mobile check in/ check out - respects
your time and your schedule
Note: Click on the coloured text for details on Strivers’ feedback
Delighters
Journey
Journey

Attentive, proactive and helpful staff
Luggage should reach the room before I do
OR at the same time
Non negotiable
During the journey to my room...
Strivers from Middle East
Journey
Journey

The room takes on multiple roles
during the course of my stay
Click the buttons to find out the different roles the hotel room plays
Journey
Journey
To indulge in self
To regroup and centre
To restore & rejuvenate
A social space
As a working hub
To regroup and centre

At the core I use the room
primarily for rest & relaxation
The room is my personal
sanctuary where I can
let my guard down and
by myself
Unwinding usually begins once back in the
room; focus is on exiting work mode rather than
specific preparation for sleep
Having a drink (from the mini-bar)
Exercises, stretches
Catching up with family at home
Watching TV/ news, reading a book, listening
to ‘light’ music, surfing the internet (SNS,
personal emails, entertainment)
Praying/ chanting/ meditating
Taking a hot shower (or bath when esp. tired)
Interruption/
disruption during
this process is
not appreciated
Culminating
into sleep
Application of creams, soothing lotions, etc.
for the explicit purpose of ‘sleep’ is very limited
Non negotiable and Delighters
Journey
Journey

At the core I use the room
primarily for rest & relaxation
The room is my personal
sanctuary where I can
let my guard down and
by myself
Bedding and linen
Good mattress (firmness, height); Soft, clean sheets;
More than 1 – 2 pillows
Master switch for lights
Night lights/ lights with dimmers
Thick curtains to block out the sun the next morning
Minimal disturbance/ intrusion from,
Room service , Noise (external or from within the hotel)
Room ambience
Smell fresh – not musty or stale, smoke free
Freshly cleaned, hygienic room
Self sufficient ––> no need for room service
Well stocked amenities e.g. sufficient bottled water, toothbrush
and paste, shower cap, fruits , etc.
Basic expectations and fairly standard across brands
Toiletries
Not be unbranded/ hotel branded ––> quality concern
Familiar brands ––> provides quality reassurance
Non negotiable
Wide variety of options, enables personal selection:
Multiple pillow options in room (to experience them prior to
selecting)
Proper reading light when in bed
Temperature control switch near bedside (without having to
go to the thermostat)
Multiple blankets of varying thickness
Entertainment options:
TV – Channels variety; Single remote, easy to navigate;
Remembering favourite channels; Adjustable angle of viewing
Range of books, magazines
Music system in the room
Range of juices in the mini-bar
Exercise mat/ exercise DVDs/ portable exercise equipment
Complimentary calls home
Choice of aroma in the room
Fresh flowers in the room
Amenitiestofacilitatepraye.g.cleanprayermat,directiontoMecca
Toiletries from premium brands that are well recognized in
the local country
(Women only), Female butler on every floor
Humidifier
Variety of pajamas and bathrobes
Delighters
Journey
Journey
Reactions to sleep advantage concept

The Concept:
Sleep Advantage
When I’m travelling on business, a good night’s sleep is essential
to feeling at my best for a demanding day of work and sometimes
it’s the little things which can make a real difference
At our hotels, we have our Sleep Advantage Program designed
to help you get a good night’s sleep. Our contemporary
white bedding and linens make our beds that bit more comfortable.
Soothing scent bath salts can help you restore your body and
mind. How about having a relaxing cup of tea, a milk or having a
glass of wine just before you go to bed
Also, an aromatherapy kit includes a calming face/neck massage
cream, a calming aromatherapy spray and a soothing foot and
leg balm to help relaxation
A designated Quiet Zone guarantees no housekeeping during
sleep hours and is fitted with quiet close doors to minimize noise
disturbance
Other offerings to help you sleep well:
Warming eye mask
Aromatherapy oil
Selection of 6 pillows of different heights and softness that
caters to different sleep postures
Guaranteed wake up call
Sleep tips booklet
Our hotels’ Sleep Advantage – thoughtful touches to help you
wake up feeling fresh and energized in the morning
Expand Sleep
Advantage to deliver
a more holistic room
experience focusing
on rejuvenation
Opportunity!
Journey
Journey
Close restore and rejuvenate

Room as a space to regroup and centre:
The focus is on organizing myself for the
next task/ activity This is my “me time” and
I don’t appreciate any
disturbance or intrusion
Highest significance is when they first enter
the room, post check-in
Take time to relax and get organized
Enables them to ‘switch gears’ to focus on the
business at hand
Less relevant in the Middle East as they tend
to operate at a more casual pace than the
other markets
Journey
Journey
Close regroup and centre
Delighters

Room as a working hub:
Extensive working in the room is usually
sporadic and unplanned
When I work in the room,
it’s usually about catching
up on emails, getting
organized for the day
ahead or tying up loose
ends from the business
of the day
Journey
Journey
Reactions to connectivity enhancement concept

When traveling on business I need the hotel I am staying in to
make it easy for me to get on with my work so that I can stay on
top of things and feel well prepared
At our hotels, enabling guests to connect quickly and easily is
our priority. This means that you will be able to connect all your
devices in your guest room to our fast, free WiFi and you can stay
signed on throughout your stay
You can also connect to our ‘One Click Printing’ and use our ‘pin
and retrieve’ system to conveniently collect your hard copies from
the secure , colour printer located in the lobby or business centre
Our desks now carry ‘global multi-plug sockets’ and ‘charging
stations for mobile devices,‘ which means wherever in the world
you are coming from, you can be confident you’ll be able to power
up. The charging station will also be available by the bed so you
can place your mobile device by your side while you sleep.
You can also easily borrow charging chords from our team should
you forget yours
Our hotels’ Connectivity Enhancements - lets you work at the pace
you are used to
The Concept:
Connectivity Enhancement
Journey
Journey
Close working hub
Borrow
charging cord
Delighting factor: shift responsibility from self to hotel –
increase reliance on hotel

Room as social space
Occasionally I do
entertain and socialise
with colleagues in
my room
Journey
Journey
Close social space
Spacious to be able to entertain
guests in the room
Comfortable sofa for guests
Desk (if working together)/ coffee
table (if socializing) designed for
more than one person
Flexibility in furniture arrangement
Non negotiable Delighters

Room as a space to indulge myself
I’m staying in a 5 hotel,
so I do expect that the room,
especially the bathroom
needs to deliver an indulging
and pampering experience
Journey
Journey
Close indulge myself
Soft bathrobes, soft and
fluffy towels
Comfortable, good
quality slippers
All the expectations need
to cater to their discerning
tastes
Branded bath amenities
Separate shower and bath
tub, deep soaking tub
Vanity kit: cotton pads,
nail polish remover, facial
masks etc.
(Males) Good shaving kit:
aftershave, good shaver etc.
Bath salts,
Candles, fruit bowls

Click on the buttons
to learn more
Journey
Journey
Lobby1
Food & Beverage2
Coffee shops/
Restaurants3
Fitness Centre/Spa4
Meeting Rooms5

Ihaveinformalmeetingsinthelobby
sometimes. Lobbydesignandambience
areimportantbecauseitreflectsmy
personal/company’sstatus
Onlyforbusinessinteractionguests
Meetinginlobby Idon’tspendmuchtimein
thelobby,usuallyjustasa
meetingpointortocheck
emailswhenfreeWiFiis
offeredinlobbyandnotin
theroom
Opportunity!
A business lobby
differentiated
from a ‘regular’
check in lobby
Quiet, not too crowded
Free Wi-Fi
Perpetual presence of staffs to assist
Use of flowers arrangements or artistic displays
Dates and tea
Non negotiable
Small alcoves/ work stations with sufficient
distance between them
Comfortable table and chairs for work
Power sockets to charge laptops
Offer hands on service/ access to F&B options
like tea, coffee and small bites
Soft music
Nice fragrance
Provide opportunity to network e.g. networking
sessions, live performances
Delighters
Journey
Journey
Lobby1
Food & Beverage2
Coffee shops/
Restaurants3
Fitness Centre/Spa4
Meeting Rooms5
Go back to
all facilities

Isetasidetimeto
haveaheavyand
complete breakfast
intherestaurant
Iprefertohavealightandhealthy
breakfast.Ondomestictrips,
Iwillusuallypickupbreakfastfroma
conveniencestoreandeatonthegoto
managemybudget.Oninternational
trips,Iwillhavebreakfastinthehotelif
Iamnotfamiliarwiththedestination
Breakfast is an energy
boost to kick-start my day
Journey
Journey
Lobby1
Food & Beverage2
Coffee shops/
Restaurants3
Fitness Centre/Spa4
Meeting Rooms5
Reactions to breakfast-to-go concept
Provide the option of including breakfast in the room rate to save
time in the morning
Wide variety of local and continental options
Need for familiar food options
Fresh food/ fruits instead of canned (freshly cut fruits, fruit juices, etc.)
Live stations – food are freshly cooked. Egg station (most common),
pancake/waffles stations, noodles etc.
Options to tailor food options as per taste or health options
e.g. suited to diabetics or to help manage weight
Extending breakfast time (especially for late check ins)
For the health conscious -state calories intake of food,
have a healthy food corner
Wide range of juices
Provide variety of nuts – perceived to be healthy and expensive

A good breakfast sets me up for the business
day ahead especially if I’m not sure when I’ll
eat next. But even though breakfast is a priority,
sometimes a busy schedule can make it difficult
to find time to sit down in the restaurant
New ‘Breakfast to go’ options from our hotels
have two options
Make your selection from the Breakfast To Go
station and take your breakfast with you.
It includes all your breakfast food favourites –
hot and cold – as well juices, smoothies,
coffee and teas all available in take-out cups
OR, if you are in a real rush, you can order
your breakfast to go the day before and
have it delivered to your room prior to leaving
Our hotels’ new ‘Breakfast to Go’ -
a good breakfast that works with your schedule
no matter how tight
The Concept: Breakfast To Go
Journey
Journey
Lunch and dinner

Lunch is light to ensure a productive
business session, dinner is casual and
usually consumed out of hotel
Iamusuallyconducting
businessoutsidethe
hotelduringlunchtime.
Itakethisopportunityto
samplethelocalcuisine
Iusuallyprefertohave
dinneroutsideofthe
hotelbecauseit’snotas
expensiveandIgetto
enjoyamoreauthentic
andculturalexperience
atthesametime.
Iwillonlyeatinthehotel
outofconvenienceorif
Iaminalessdeveloped
countryandnotsure
aboutfoodsafetyand
hygiene.
LUNCH DINNER
Journey
Journey
Room service option

Room service is usually used only
as a back-up option
Icallforroomservice
whenI’mtootiredand
wanttorelaxinmyroom,
orwhenI’mdininglate
atnight
Journey
Journey
Reactions to fast and fresh concept

The Concept:
Fast and Fresh Food Options
On a business trip, eating well is an important part of being at my best,
but it can be frustrating having to wait ages for food when I’m hungry
and tired or on a tight, business schedule.
Introducing ‘Fast & Fresh’ food options available throughout our hotels.
It is selection of fresh menu options we promise to deliver within 15
minutes of placing the order. Mix of dishes, some lean and low fat,
others substantial enough to keep you going – but all of them fresh,
authentic high quality food.
Look for Fast & Fresh options on our menus when ordering in room,
restaurant or the bar. And, if you haven’t eaten, it’s also easy to
order when you check in.
We only include options which can be freshly prepared so that as well
as being guaranteed to be with you within 15 minutes, they will also
be good quality, satisfying food.
Whether you are after a light bite, or something warm and more filling,
you’ll find it on the Fast & Fresh menu.
Our hotels’ new Fast & Fresh food options – making sure you can eat
well whatever the time pressures.
Other services include:
- The menu also includes drinks, with a selection of freshly prepared
juices and smoothies.
Order when
you check in
Opportunity to delight for pre-ordering – however to be offered during journey
to hotel, not keen to order during check in
Need to ensure when served it is fresh and hot – area of concern!
Go back to all facilities
Journey
Journey

Iusethecoffeeshopsor
restaurantsinthehotelfor
informalmeetingswith
smallgroupsofpeoplefor
discussionsthatarenot
overlyconfidentialinnature
Coffee shops and restaurants
are used more often for
informal meetings with
small groups of people
Journey
Journey
Lobby1
Food & Beverage2
Coffee shops/
Restaurants3
Fitness Centre/Spa4
Meeting Rooms5
Go back to
all facilities

WhenI’monabusinesstrip
myscheduleissopackedthat
Ihavenotimetoexercise
Igotothespaorfora
massagetorewardmyselffor
asuccessfulbusinesstrip.
Amongfemalesonly
Even though I don’t use
the fitness centre or spa often
these are basic facilities that a
5 hotel must have
Journey
Journey
Lobby1
Food & Beverage2
Coffee shops/
Restaurants3
Fitness Centre/Spa4
Meeting Rooms5
What well-being means to Strivers

Exercising, going to the gym,
eating healthy/ monitored
diet, ensuring meals are
consumed on time
Primarily associated
with entertainment,
relaxation and fitness
Limited to physical activities and
relaxation:
Males:activephysicalactivitieslike
exercisingtorelievestressandmaintain
health.Alsoincludesentertainmentlike
drinking,immersinginabarenvironment
etc.
Females: relaxation, rejuvenation and
cleansing the body from the inside.
Wellbeing to me has elements of
fitness, relaxation, food & beverage,
as well as entertainment
Journey
Journey
Fitness centre
Spa, massage, jacuzzi, swimming pool
Good hotel bar
Fruit bowl
Healthier food options
Calories indicator
Connectivity (Ensuring seamless connections –
stay connected with family)
Non negotiable
In-roomfitnessoptions:Mat,fitnessDVD,portable
exercisemachines
In-roommassage;Meditation
Pressuresockstoreducelegswelling
Rentalsportswearandshoesforuseinfitnesscentre
Freshjuicesandhealthybeveragesinmini-bar
Fruitbowl;Datesandnutsinroom
Comfortablesleepenvironment
Freshflowersinroom
Optionsofsoftmusicinroom
Staffthatproactivelyinquireaboutyourwellbeing
e.g.ifreturninglateatnightenquireaboutawakeup
callinthemorning
Delighters

I use the meeting rooms
in the hotel when…
Meetingroomusage:
Highdemandandusage
Occasionalusage
Littletonousage
Themeetingroomatlocalofficeis
occupied
Thereareconfidentialcontenttobe
discussed
Aprojectororwhiteboardisneeded
fordiscussion
Idon’twanttowastetimeontravelling
Journey
Journey
Lobby1
Food & Beverage2
Coffee shops/
Restaurants3
Fitness Centre/Spa4
Meeting Rooms5
Reactions to executive go to concept

When staying in hotels for business, feeling on top of all
of the little, practical things quickly and easily can really
help to make a trip successful
Now at our hotels, all business guests are greeted by our
new Executive ‘go to’ person.
You can go to them with any requests for assistance
during your stay and have complete confidence in them
getting tasks done with diligence and speed. The Execu-
tive ‘go to’ is also someone who can assist you when you
are out of the hotel but need assistance
TheExecutive‘goto’canassistyouwithanyconciergerelated
support and business related support such as providing
advice on local business practice or etiquette. And other
useful services include:
Ground transfers (eg. Airports, buses, taxis, etc.)
Connectivity knowledge, technology and mobile phone
support (e.g. local SIM cards).
Access to other business services (sending packages,
translation and transcription).
Knowledgeable restaurant and local area
recommendations for client or team entertainment
Laundryandfashion/clothingrecommendationsandassistance
The Executive ‘go to’ provides the practical, human support
you need when you are traveling on business
The Concept: Executive Go To Idea most appealing in Middle
East due to lack of local support
and higher culture sensitivity
BUTnotseentobedifferentiating
from Concierge’s role
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Journey
Journey
Not more than 5-10 minutes
Provide invoice needed for claiming purpose
(If luggage pick up service is used) Luggage
brought down before check out service is
completed
Non negotiable
Check mini-bar prior to check-out, or
trust guests’ claims of usage
Check spends and billing before check out
e.g. a night before
Regular updates in spends and billing
(through the TV? Mobile app?)
Digital copy of invoice
Delighters

What we set out to do
Target guest understanding
Gain deeper insights about Strivers across AMEA
What are their values and aspirations?
What drives them?
How are they like when they travel for work?
Identify guest journey stages where
Crowne Plaza can make the most impact
Understand what the guest journey looks like for Strivers
What are their needs, expectations, and delighters at each stage?
Optimise Move Up concepts + Sleep Advantage program,
and determine if regional adaptations are required
Concept evaluation on:
Appeal, relevance, impact, uniqueness vs. competitor performance
to prioritize relevant opportunities
Identify areas of improvement
1
2
3
How did we do it
Journey
Journey

How did we do it?
Strivers
Mini groups
Countries
Stake-holders
7 10 150
17
56
21
Cities
Singapore
Bangkok
Delhi, Mumbai
Dubai, Abu Dhabi
Jedah, Riyadh
Tokyo
Jakarta (hotel staff interviews only)
1-on-1 depth interviews
1-on-1 depth interviews
travelling for
Business Productivity
and in some markets
(India, Middle East)
Building Business
Interactions occasions
If you have any questions, or would like to find out more, please contact:
Jasmine Yeo, Consumer Insights Manager (AMEA)
Jasmine.Yeo@ihg.com
Journey
Journey

IHG Interactive FINAL_REVISED

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