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.

1. The Case
of Bed and
Breakfasts
in Portugal
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4. Two different room concepts
Casa do Valle Casa da Vista
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5. Applying
Service
Design to
the B&Bs
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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
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7. Experience Map
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8. Guest’s Journey | Simplified
Lodging
Post-­‐
Enquiry
Booking
Pre-­‐stay
Stay
Search
stay
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9. Lodging
Post-­‐
Enquiry
Booking
Pre-­‐stay
Stay
Search
stay
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10. Lodging
Post-­‐
Enquiry
Booking
Pre-­‐stay
Stay
Search
stay
Arrival
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11. Lodging
Post-­‐
Enquiry
Booking
Pre-­‐stay
Stay
Search
stay
Casa do Valle Casa da Vista
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12. Lodging
Post-­‐
Enquiry
Booking
Pre-­‐stay
Stay
Search
stay
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13. Lodging
Post-­‐
Enquiry
Booking
Pre-­‐stay
Stay
Search
stay
Sleep
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14. Lodging
Post-­‐
Enquiry
Booking
Pre-­‐stay
Stay
Search
stay
Relaxing in the garden
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15. Lodging
Post-­‐
Enquiry
Booking
Pre-­‐stay
Stay
Search
stay
Yoga classes
Massages in the garden
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16. Lodging
Post-­‐
Enquiry
Booking
Pre-­‐stay
Stay
Search
stay
Picking Fruit from Trees
Portuguese Snacks
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17. Lodging
Post-­‐
Enquiry
Booking
Pre-­‐stay
Stay
Search
stay
Wellness Month
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18. Lodging
Post-­‐
Enquiry
Booking
Pre-­‐stay
Stay
Search
stay
Guest-to-Guest Book
Internet Room
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19. What to
do?
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20. Pre-stay Emails
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21. Reception
Before After
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22. Signage
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23. Welcome Juice or Cake slice
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24. Rooms
New key-chains
Portuguese Amenities
Up-date room decoration
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25. New Breakfast
Portuguese Breakfast
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26. Create a car park
Turn an unused area into a car park
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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 in
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28. Tastes of Portugal Afternoon Tea
Serve free tea and Portuguese pastries for
guests
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29. Olive Harvesting and other workshops
Guests harvest olives from the
olive trees of the property with the
owners.
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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.
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31. Thank you!
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