1. Hotel Zetta
Prime Location:
55 5th Street, San Francisco, CA, USA
Union Square
Other chains:
Abu Dhabi, Beverly Hills, Turkey, NY, Mexico, Colorado
Future desired locations:
Spain
Singapore
Peru
London
Miami
2. Blueprint Key Service Touch Points
1-Making a reservation: by phone or online app
● orders recorded and saved through e-mail,
confirmation e-mailed to company of billed items and
services
● ability to add on additional services during stay
● pick-up service from airport/desired location
● limo driver escorts from airport to parking outside,
time arrangement prearranged
● baggage pick up without customer needing to go to
baggage claim
● pre-paid meals
● limo service to business meetings
*All pre-ordered by company and included on Zetta card
*All payments from reservation to returning
home placed on Zetta card
2-Upon Arrival:
● food/drink provided in limo of desired
choice
● valet parking pre-arranged
● complimentary drink at bar or in room
3. Blueprint Key Service Touch Points (continued)
During your stay:
● preparation and delivery of food customizable
● dining services within and outside of hotel arranged
*Don’t want to eat alone?
● sign up to be dined with a fellow business traveler in
hotel
● place suggestions of someone from particular company
or who have similar interests
Our services:
● 100% Non-smoking hotel
● always have concierge or trained advisor on hand for
questions, concerns, requests, etc
● local area suggestions, price ranges, etc. given through
app if requested
● each service provided is never left unattended and our
facilities are cleaned twice daily to ensure sanitation and
aesthetic preference
Want to request additional services or make changes?
● No problem. Just use Zetta card to inform what new
service desired, have it billed, and explain why if service
was inadequate to your stay. Responses/inquiries will
be recorded and placed in customer service ratings and
on company bill.
4. Blueprint Key Service Touch Points (continued)
Departure:
● check-out not required nor escort booking
● company organizes time person is picked up from
hotel and check-out done over the phone or app
● no need to pay for entire stay
● All technologically recorded onto Zett card and billed
to company
Retrieving car:
● car brought out front to client and luggage packed in
car
● a thank you card given to client
● 25% off parking upon next visit
Hotel employees provide a genuine smile and thank you for
staying at Hotel Zetta. Please return and offerance of further
assistance & Ask what to provide for next stay to be even
more pleasurable.
5. Moments of Truth
Zetta Exceeds your Customer Experience by:
● guests greeted by first and last name upon arrival and
for every event signed up
● when entering dining room, bar, training session,
business meeting: a formal introduction is given by
those by Zetta and other fellow service engagers
● group dinners and social gatherings are begun with
people introducing themselves, their company, and
reason for stay
● DEALS: 15-25% OFF when stay at multiple Zetta
locations
● FREE downloadable book or magazine on kindle or
smartphone for using wifi
● BIRTHDAY deals! Call to inquire*
We Eliminate Disappointment by:
● Always engaging you with a smile
● Pre-organized travel and activities by your company
allow for promptness and individual requests arranged
for your stay
● Day by day itinerary e-mailed to your phone through
the Zetta app of what has been arranged for you
● Additional requests can be placed at Any time
6. ● Zetta card account system inefficient, charged for extra
activities or items not accounted for
● Gadgets get broken or have a virus, slow, error
● Out of date software, competitors have newer, faster, more
modern sources
● Malfunctions with gym equipment, pool sanitation, bar's
drinks running out of supply too quickly and not replaced
● Possible double bookings for restaurants, training sessions,
spa appointments, etc.
SOLUTIONS
● Reservations are kept on our computer records and can be
used for next visit
● Eliminated by confirmation e-mails sent to client to make
sure they agree to times scheduled
● Drinks have continual supply of alcohol, as well as safety
measures always taken at gym, pool, study area, IT rooms,
board meetings, etc. because of on-duty staff
*Zetta employees always present to monitor resources used, the
adequacy of service being provided, and the safety/desired
experience of hotel stayers. Any gadget malfunction can be
addressed immediately.
● Gym reservations sent one hour before desired time as
reminder
Process Points of Failure
7. CONTEXT OF THE SERVICE FOCUS
What is a BOUTIQUE HOTEL?
● Luxury hotels with about 10-100 rooms and provide
full service arrangements
● Guest rooms and suites can have telephone, wifi, air-
conditioning, honesty bars and usually cable/pay TV
● Staff service available 24/7
● Other boutique hotels may not provide any of these
services in order to make experience relaxed, remote,
old-fashioned
● Many have dining inside hotel, and bars and lounges
that may also be open to the community
Common locations: populous cities or resort locations like San
Francisco, NYC, Spain, Turkey
● General customer base: usually individual, usually not
near big chain hotels or associated with them
Unique services: Services’ aims are to be unique,
comfortable, welcoming
*Images: Aruntara Riverside Boutique Hotel in China
(top), Althammer Hochuli Architekten in Zurich
(bottom 2)
8. Trends for 2014:
What they offer?
● Technology (music, lighting,
gadgets, business tools), budget
friendly
● Unique locations: like
mountains or islands:
environment, remote, peaceful
retreats
● Ambience: Honesty bars
Images: Zaandam Hotel in
Amsterdam (top), Stay in NYC (bottom
left), Propeller Island City Lodge in
Germany
9. CONTEXT OF THE BUSINESS TRAVELER
Needs/Preferences of business traveler:
● Varies by age
● young businessmen prefer hotels to meet their tastes exactly
● sustainable practices, check-in kiosks, internet accessibility
● expected free breakfast, wifi
● valet and laundry services expected
● 86% do work in hotel, 88% complete it in their hotel room
(frequentbusinesstraveler.com)
*All ages desire more intimate, one on one experience, known by name and
remembered preferences
Trends of new services and benefits they seek for the future:
● less plastics and more energy efficient light bulbs used
● more ways of saving energy, going green
● conduct reservations through onliine phone
● early check-in, late check-out, room upgrades and, and reduced room
tariffs for frequent visitors (timetric.com)
How do they travel/Typical length of stay??
● loyalty with brand airline and points system
● stay no more than a week
● prefer walkable city, public transportation, chauffeur
● the closer to hotel the better
Health/Eating/Entertainment?
● in-hotel facilties for workouting out, drinking, eating all preferred
● also value walkable options nearby, favorable local dining areas,
music, arts, sports
Hotel Business Center services and designs:
● online service, customer service organized, events organized and
suggestions given
● on-site staff also provided 24/7
10. Customer Profile
Typical services most demanded by businessmen:
● Internet and best resources for work equipment
and relaxation options
● Flexible schedule
Key benefits common in terms of service they seek from Zetta:
● Meet NEW people! Group bike rides, fitness classes, running treks, cocktail parties
● Time efficiency: mobile app for reservations and scheduling sent directly to phone daily and by
appointment
● Work AND Play rooms: lined with top computers, notepads, teleprompters, etc
billiard/arcade facilities
lounge/bar
● Age Friendly: whether desire quiet and calm stay or fun and vibrant newcomer business trip
● Art everywhere! Paintings and sculpture works throughout hotel of local artists
● Cheerful, Knowledgeable Staff 24/7
Trends happening in terms of their needs and behaviors:
● Affordable and eco-friendly
● Can operate individual preference
● No wait time
11. About the Service Category
“Category Profile”:
Service category Zetta competes in:
● big name hotels with multiple businessmen traveling on regular basis
● tech savvy hotels
● artsy glamorous hotels in San Francisco area also close to main attractions
● local bars, restaurants, spas, gyms
Category of hotels for business travel (sub categories, price ranges etc.):
● prices of hotels increased, services more expensive
● company having workers pick less expensive hotels, down in star rating
● “from the so-called Upper Upscale Hotel Tier, which includes brands like
DoubleTree, Embassy Suites, Hilton and Hyatt Regency, to the Upscale Hotel
Tier, which includes the brands Courtyard, Homewood Suites, Radisson and
Residence Inn” (nytimes.com)
● price, amenities, technology, flight fare, transportation, breakfast included ALL
factor into deciding on hotel
● travelers expecting better quality for cheaper price
Trends (level of business travel):
● most travel at least once per year
● corporations tighter on spending for employees
● spend less days/nights for business
● spend more time in one area than traveling to multiple companies abroad or cross
country
● looking for more bang for bucks with hotels and resources from employees from
outcome of trip(nytimes.com)
Is the share of business travel shifting to certain types of hotels?
● ones that provide meeting rooms, event rooms, lounge for board meetings, film,
training, online purposes
● demands are higher, more specific
● less tolerance for subpar
12. Employee Interface
Design of the Service Environment:
● Approachable, friendly
● Direct transfer to department
● Questions answered immediately
● Call/e-mail service
● Hotel app, instant rating
Managing Service Employees and the Customer Interaction:
● Hotel supervisor and manager, concierge, all employees ask during stay how service is
● Break down service satisfaction by room, food, travel, activities, business
● Have travelers specify and rate each category of service
● Comment how to improve, compliment what is good, what to keep doing
DECOR:
● Plants, gardens outside, fishtank inside
waiting room and inside rooms
● Local artwork on walls, sculptures
● Vibrant color
SPACE:
● Open Areas
● Bar and lounge located on 1st floor
● Business study rooms located on main floor and 2nd floor,
secluded
● Activity rooms on main floor
● Rooms provide view of the city and downtown area
4. IMAGERY:
● Zetta name and sun logo seen by check-in desk when enter
● Zetta card with name and logo
Hotel Zetta
13. Tangible Employee Interface
ENVIRONMENT:
● Themed rooms
● Retro, Travel, Cultural, Techy
● Pick scent of your room, incense, glade, etc.
● Choose room temp
● Sirius radio?
● few Specialty Rooms movie/book inspired: Sherlock Holmes, Alice in Wonderland,
global traveler
● Cultural rooms-smells, colors, movies, food decor according to country
*Music, food, health classes all vary according to country in (cater to that culture’s preference)
Turkey: hiking
San Fran: yoga
Spain: futbol
MOBILITY:
● wheelchair friendly, ramps and elevators provided
● bathrooms wheelchair friendly
*phone service for further assistance and also for security escort services
ACCESS:
● Room access and payments all done by Zetta card
● When use app and do check-in online, wifi password sent to phone
● No need to ask for it when arrive to hotel
● Laundry, valet, vending machines, all payments done with a swipe of the Zetta
Posh card
SECURITY:
● Well lit pathways to parking lot, on each floor
● Security service 24/7 on -call, tracking device on each floor and for each room/facility
● Doors locked automatically, ONLY card activated
14. FORM and FUNCTION
COMFORT:
● Different seating for designed task
● Comfy for lounge
● Desks and structured seating for study areas
● Couches in rooms
● Pillows Gallore!
● Waiting area well lit, comfy seating, table and items for writing, reading, eating during wait
● Yummy snacks available
MARKETING TRUISM:
People buy services to experience things.
Soooooooooooo Let us make Your experience at Zetta a Balance of work, play, and exploration
Zetta’s Marketing Truism:
People expect quality of price and service.
Innovation must meet personability.
*Link to gadgets and services provided:
http://cnettv.cnet.com/wired-hotels/9742-1_53-50156165.html
Zetta: Work, Play, Explore.
15. Zetta Services
Use our Zetta Posh card. No need to carry cash.
Card Perks?
● Points added to partner restaurants, business events
● Ease for online banking, gift proposals
● Tally up points every time go to an event at Zetta even when
not staying at Zetta
Can’t stay the night?
● Still can attend parties, event, meetings
● Use Zetta card to earn points towards a free night’s stay in room of choice
Departing soon? In a rush?
● Zetta can purchase gifts for you to take home for family members, loved ones, etc.
● gift-wrapped
● Any last-minute grabs for company, food, magazines for flight, etc.
Zetta: Work, Play, Explore.
16. INTERFACE: Pitch your Business
Want to pitch your business’s slogan, promotion?
● Company pay for ZettaPosh cardmember line (fee covers business event held, networking, food, etc.)
● In return: Invited to every business/cocktail party at hotel
● Bi-monthly free business invitations to your company
● Invitations to speak or pitch company’s ideas at Zetta Hotel are exclusive
*May fill out request form of what companies interested in hearing speak
and of those you want to attend your pitches.
How it works:
● May sign up for 1, 6, or 12 month package option
● Meeting, event, or social network held in lounge areas, bar, or meeting room of choice
Who benefits:
● Networking events here for filmmakers
● CEO’s
● International company partners or future affiliations
*May use Zetta as joint location to meet up on quarterly basis, set up skype connections at board meetings.
● Translator available on site for executive meetings OR for
business affairs while traveling around city, if requested.
17. Calendar of Events:
● posted on website
● Zetta app organized by event type
● sign up for event notifications
● events listed by hotel and by local outside events in San Francisco
● Music and food festivals
● Concerts
● Game nights
● Cocktail/club gatherings
● Food markets
● Business networking
● Conferences
● Art galleries
● Performing arts shows
Earn those Zetta points when eat or join local events!
Liven up your San Francisco stay. Let us befriend you ZettaStyle with a tourguide or be teamed up with a fellow Zetta
stayer
Keep the experience alive.
18. Process Improvement: Improving Service
● Monthly deals: Burke Williams Day Spa package deal
TOO PRICEY?
● Buy mini-package:mini trials of each treatment for ⅓ the cost
● Personal Training weekly passes
Don’t like who you were set up with?
● Rate our compatibility test on your app
● Send us a note for a change in personal preference for next
event
● Personal apology for customer disappointment by a free
breakfast or spa treatment:options will be listed of available
● Free service option never expires. Use upon next visit if you
wish
UNSURE? HEAVY ON WALLET?
● Sign up for one session, get a freebie
● Then save 10% if buy a week pass for next go-around
When stay 5 nights, receive a free complimentary breakfast in bed*
Check-in fees waived when book online before 12 p.m. within 48 hours
of hotel booking
19. Improving Service cont.
Specific dietary habits?
● Tell us. Please provide us with details in advance
and will cater to you.
Workout on Your watch:
● sign up with app, tell us workout style preferences,
time length, intensity level, request room or trainer,
fitness goals
● receive a free week workout after your stay for home/gym
for $10
Have a pet pal?
● provide doggy daycare, doggy walks
Like pets?
● dog petting service
A Zetta Promise: “Customer happiness is received from Zetta. Be reassured.
20. Help us to continue to:
● Sustainable energy practices like using less water, eating vegetarian, turnimg off room lights,
opening a window instead of using the AC
● Help us save energy and we will redeem your Zetta points
● Company will receive confirmation of your green efforts and take 5-10% off your bill
We All SAVE when you GO GREEN*
As we tell our own employees: “Be Posh and Pragmatic. Be Zetta Grand.”
Process Redesign
21. Process Redesign cont.
Personal touch:
● Skype dates arranged with family
● Order food, have it prepared
● Movie set up
● All done upon request:
After work just take off ties or blazer(full night of comfort like home)
Every action done to have more time to relax and talk to family
Everything brought to you where you want it.
● Saves time, convenience
Evening deals
● dine in fine restaurant and see show or at gallery
● live symphony
22. 1-Be energy wise.
2- Wholeness means balance and awareness. Let’s provide Zetta customers with that zen.
3-Encapture Sharp in every sense of the word.
4-Sleep and happy tummies make happy travelers. Let’s make our customers full.
5-Zetta shines on service. Let us rise to the occasion.
Modern and eclectic. We embrace actuality.
Our values to each other and to our clients:
