This document discusses influence and how to gain it through focusing on impact, interaction, and innovation. It provides examples of how hotels can create peak experiences and deepen engagement with guests through memorable interactions before, during, and after their stay. The document advocates designing experiences around understanding what guests are truly seeking - whether functional, social, or emotional needs - and creating frequent touchpoints like departure gifts to maintain relationships long after guests have left.

1. IS YOUR
EXPERIENCE
DESIGNED FOR
INFLUENCE?

2. Today
Influence: what is it?
Influence: why is it important?
Influence: how do we get it?

3. WHAT IS IT?

4. Influence
The capacity to have an effect on the
behaviour of someone or something

5. WHY IT’S
IMPORTANT

6. 50% of the S&P500
will be replaced by
2028. innosight 2016

7. Every day it feels
like the world
changes.

8. TECHNOLOGY

9. ECONOMY

10. OUT OF REACH

11. WE’VE
GOT THIS

12. Both the U.S. Congress and the
federal government rank above
advertising and marketing when it
comes to who consumers believe
practices integrity

13. 62 “62% of people trust
brands less”
- PWC
%

14. Like it or
not, we are
all in the
business of
Influence

15. We believe in the power
and benefits of influence.
For us there is nothing more
important for future-oriented
businesses.

16. How do we
get it?

17. Influence requires focus and
delivery in 3 areas:
IMPACT
How a brand is perceived
INTERACTION
How a brand is experienced
INNOVATION
How a brand evolves it’s
products + services

18. INTERACTION
How a brand is experienced

19. What is the guest
really buying?

21. The Wurst Hotel
in the Germany
The BB & BB
(Bobel, Bratwurst, Bed
and Breakfast)

24. Exuma Water
Sports

25. Saffire Freycinet

26. Fairmont
Vancouver Airport
Photo credit: Amanda Woods

27. Langham Sydney
Photo credit: Amanda Woods

28. Lux Belle Mare
Photo credit: Amanda Woods

29. Unico 20 87

30. Unico 20 87

31. The Ultimo

32. Felix

33. Walt Disney
World

34. Magic Castle Hotel
Popsicle hotline

36. How
might we…

38. ç
Designed for Designed by Date Version
How might we
The Gem Finder
®thegem.com ©COPYRIGHT FWNATION PTE LTD.
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Designed by Date Version
make departing guests part of our family
paramount hotel jesse 05/01/19 1
1 year ago email
paramount
summer guide
paramount
take home pjs
farewell
seeds
paramount
guest card
Guest who stay
here also do this
goodbye hug recipes from
paramount cafe
cake
cookies paramount
coin
monogrammed
paramount pillows
past guests
remind them of
their visit
and what’s new at
paramount
online visitors + guests departing guests
share our list
of recommended
activities every quarter
take home item
to remember your stay
+ brag to friends
all guests
for guests to grow
our lobby tree at home
feel proud and nostalgic
make our guests
look good when
recommending
departing guest
gives recommendations
helps us work
together with partner
guests + partners
give guests a
family farewell
departing guests
allows to cook same
cafe favourites at home
departing guests departing guests
memento of
your stay
Take home pillow
cases as memento
of your stay
all guests

39. We can earn about 9 times
more revenue if we strive to
elevate the positives
(e.g. move a guest’s rating from 4 to 5),
rather than focus on eliminating the negatives
(e.g. move a guest’s rating from 3 to 4).
Source: Power of Moments: Chip and Dan Heath

40. DURING
AFTER
BEFORE

41. What’s the difference
between these two
sentences?
We’re not good at keeping
in touch with guests
How might we guarantee the return
of departing guests?

42. What is the absolute
peak moment in
your guest
experience?
The one thing that always
exceeds all your guests
expectations?
Hint:
Before
During
After

43. 1 2 3
Who’s it for?
(guest)
What’s it do?
(problem)
How does it work?
(solution)

44. 1 2 3
Who’s it for?
(guest)
What’s it do?
(problem)
How does it work?
(solution)
Examples:
- Potential guest on Facebook
- Families who are checking in
- Foodies in-residence
- Past hotel guests in conversation with
friends and family

45. 1 2 3
Who’s it for?
(guest)
What’s it do?
(problem)
How does it work?
(solution)
Functional:
What our guests are
trying to accomplish?
(sleep, eat, shop, etc.)
Social:
How our guests want
to be perceived by
others
(look good on social
media, look good with
friends, etc.)
Emotional:
How our guests want
to feel
(welcomed, happy,
surprised, deepening
ties with loved one,
doing something
exciting or new)

46. 1 2 3
Who’s it for?
(guest)
What’s it do?
(problem)
How does it work?
(solution)
Sketch + headline

47. Create your
GEM

48. Recap
Focus your efforts on Influence
Know what your guests are really buying
Create peak moments

49. Download GEM:
thegem.com