Experience Design Redesigning hospitality concepts from the perspective of guests’ wants and needs has led to substantial business innovations in recent years. As today’s consumers are more experienced, better informed and more demanding than ever, it is crucial to understand what exactly it is they are looking for, rather than relying on intuition or imitation of what the competitors do. How can you personalise your service, in what type of amenities do you invest and which additional features or services add value to your guests? Experience Design requires solid market intelligence, experimental testing of new ideas and creative thinking to design innovations that can successful take your organisation into the future.
Personalisation We live in a hyper personalised world. Regardless of the product, it can be customised to personal needs and preferences. Research shows that customised products lead to higher consumer value perceptions and greater willingness to pay. Such customisation practices are now entering the service industry. Our research shows that in a hospitality setting, the same applies regardless of the customisation method. As such, our findings suggest a clever experience design providing consumers the possibility to co-create their experience (by choosing amongst different options) can lead to an incremental revenue increase.
“Developing a new concept is more than just having a great idea – it requires insight in consumer motivations and a thorough understanding of current and future trends. We need business intelligence to innovate.” Hans Meyer, Co-Founder & Managing Director at Zoku
Guest Satisfaction and Guest Delight Research suggests that Customer Satisfaction is not sufficient to retain clients. Only the delighted customer will become loyal to your business and attract new customers through a positive word-of-mouth. Our Research Centre studies how ‘Delight’ differs from ‘Satisfaction’, what causes ‘Delight’ and how Experience Design can lead to delighted customers.
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