1 Keep swimming – take aways
Basic expectations = hygiene factors. Perform poorly
on these and you suffer.
Performance payoffs = standard factors. The more you
do, the more guests appreciate it.
Excitement generators = wow factors. This is what will
make you memorable.
Over time, all factors deteriorate as they become
commonplace. You have to keep raising the bar.
2 Does this hurt? – take aways
Understand the emotional journey of your guests
Map emotional highs and lows
Improve the lows
Times of stress and discontent are the perfect
opportunity to generate excitement
Refine your content, messaging and design
Give them what they need, when they need it
3 You don’t need an app! – take aways
Plan a digital strategy
Do your research
Set up conversion goals in Google Analytics
Map the user journey
Find out what digital tools can improve the experience
at each touchpoint
A/B test your content, messaging and design