This document discusses engaging hotel guests in sustainability efforts and providing greener services. It explains that guest behavior impacts a hotel's environmental performance, many guests care about hotel sustainability, and greener services can enhance the guest experience. It recommends using service design tools like personas and customer journey maps to understand guests, communicate sustainability initiatives effectively, ensure guests contribute to conservation, and identify services that improve the guest experience. These tools can help attract and retain customers by focusing on guest needs, motivating engagement, and enhancing satisfaction. The document provides tips on communicating sustainability messages to guests through various touchpoints in the hotel.

1. Guest Engagement
GreenerWorkplacesandOperations
(Part3)

2. Engaging guests onyoursustainability efforts&
providinggreenerservices.
WHY?

3. Engaging guests onyoursustainability efforts&
providinggreenerservices.
WHY?
Guests’ behaviour affects the hotel
usage of energy, water and other
environmental impacts (i.e. waste).

4. Engaging guests onyoursustainability efforts&
providinggreenerservices.
WHY?
Guests’ behaviour affects the hotel usage
of energy. water and other environmental
impacts (i.e. waste).
Many guests care about the
environmental and ethical practices of
hotels – it affects their choice to visit
and to return.

5. Engaging guests onyoursustainability efforts&
providinggreenerservices.
WHY?
 Guests’ behaviour affects the hotel usage of
energy. water and other environmental
impacts (i.e. waste)
 Many guests care about the environmental
and ethical practices of hotels – it affects
their choice to visit and to return
Environmentally-friendly services can
help enhance guest experience and
differentiate hotels’ offering from
competitors.

6. Engaging guests onyoursustainability efforts&
providinggreenerservices.
HOW?

7. Engaging guests onyoursustainability efforts&
providinggreenerservices.
HOW?
Using
Service Design Tools
To get into the customer’s shoes and understand real
wishes, concerns and perceptions.

8. Service Design Tools
will help you to:
1) COMMUNICATE your green initiatives better
to ATTRACT AND RETAIN customers

9. Service Design Tools
will help you to:
1) COMMUNICATE your green initiatives better
to ATTRACT AND RETAIN customers
1) Make sure GUESTS contribute to the
RESOURCE CONSERVATION efforts of the
hotel.

10. Service Design Tools
will help you to:
1) COMMUNICATE your green initiatives better
to ATTRACT AND RETAIN customers
1) Make sure GUESTS contribute to the
RESOURCE CONSERVATION efforts of the
hotel.
1) IDENTIFY environmentally-friendly
practices and services that ENHANCE
GUESTS’ EXPERIENCE.

11. There are different types of customers,
with different backgrounds, expectations,
likes and dislikes.

12. Understanding well customers’
characteristics and reactions
is key for an
effective guest engagement and new
environmentally-friendly services.

13. These are 2 service design tools:
Personas
&
Customer Journey Map

14. PERSONAS
The persona provides a quick & realistic
snapshot of the key characteristics of a type
of guest.
What is a Persona?
A tool to VISUALISE CUSTOMERS in a
REALISTIC WAY

15. PERSONAS
What is it for and when is it used?
• Understand in depth needs, wishes and
characteristics of key customers’ types
• Create and provide services tailored to
specific needs
• Change the focus of services to the wants
and needs of real people

16. PERSONAS
Who can use it?
• Employees (front desk, concierge, house-
keeping, etc.), managers, ideally a group of
people with different functions
For more
information,
see tools
section.INTERESTS:
TRAVEL GOALS
NEEDS:
WISHES/LIKES DISLIKES
CONCERNS

17. CUSTOMER JOURNEY MAPS
Customer Journey Maps: a tool to show
customers’ experience with a service at each
point of contact (touchpoints).
Based on Marc Stickdorn service-design-thinking

18. • Understanding and discovering different factors
influencing guest’s experience (from the guest’s
perspective)
• Recognizing all points of contact between the
guest and the hotel (touchpoints) that the hotel
may overlook
• To identify problem areas & opportunities to
enhance guests’ experience
What is it for?
CUSTOMER JOURNEY MAPS

19. Service Design Thinking Tools
Help hotels to understand and focus on customers’
needs, wishes, reactions
TO:
• Attract guests’ attention to environmental messages,
• Motivate guests to engage in the hotel’s sustainability
efforts.
• Enhance guests’ experience

20. Communicating with Guests –
Some Practical Tips
 Communicate what your hotel is currently doing
 Refer to preservation of the local environment
 As often as possible: website, check-in/reception,
guestrooms, restaurant, lift, corridor, …)
 Make the design eye-catching
 Explain clearly what guests can do and give clear
instructions