Intensified hospitality

Intensified hospitality
Mahmoud A. Abdel-Rahman
Innovative Concepts for Hospitality-Focused Hotels

Intensified hospitality Page 2

Contents
Intensified hospitality ............................................................................................................ 1
INTRODUCTION................................................................................................................. 10
RESEARCH BACKGROUND.......................................................................................... 11
Innovation Focus ............................................................................................................... 12
RESEARCH ROADMAP .................................................................................................. 13
SD UNDERSTANDING....................................................................................................... 14
COLLECTING ONLINE REVIEWS OF THE HOTEL .................................................. 15
Reviews Tag Cloud....................................................................................................... 18
Review Summary.......................................................................................................... 19

OBSERVATION SESSIONS ............................................................................................. 21
EXPERT INTERVIEWS..................................................................................................... 23
The General Manager Interview................................................................................. 23
The Staff Interview ....................................................................................................... 25
Customer Interviews......................................................................................................... 28
Collecting in-hotel reviews............................................................................................... 29
Hotel Rating .................................................................................................................. 29
Service Review .............................................................................................................. 30
Environment Description & Service Experience ........................................................... 31
Reserving ....................................................................................................................... 32
On the way to the hotel, arriving and check-in ........................................................ 34
Reception Environment ............................................................................................... 35

To The Room, Entering the Room and Getting To Know the Room ..................... 36
Floor Plan and Views ................................................................................................... 37
Other Problems Faced.................................................................................................. 38
Checkout and Bye......................................................................................................... 39
By the competitor .............................................................................................................. 40
The Room, Services and checkout .............................................................................. 41
THINKING............................................................................................................................ 42
SD THINKING...................................................................................................................... 42
Personas.............................................................................................................................. 43
Edward- the Business traveler .................................................................................... 45
Robert- The Transit Passenger .................................................................................... 46
Customer-journey Mapping............................................................................................. 47

Stakeholder Mapping........................................................................................................ 48
Design Drivers ................................................................................................................... 49
Benchmarking .................................................................................................................... 50
Affinity Diagram ............................................................................................................... 51
SD GENERATING................................................................................................................ 52
Mind Writing ..................................................................................................................... 53
Service Style Cards............................................................................................................ 57
1. Cool, trendy, stylish and modern ........................................................................ 57
2. Personalized, customized, tailored...................................................................... 59
3. Culture-centered, authentic, original, local and traditional ............................. 61
Concept Blending .............................................................................................................. 63
SD EXPLAINING ................................................................................................................. 64

First Concept: Intented...................................................................................................... 65
Mood Board................................................................................................................... 66
SERVICE EVIDENCING.............................................................................................. 67
scenario .......................................................................................................................... 68
Second Concept: Weave & Style...................................................................................... 69
Mood Board................................................................................................................... 70
Third Concept: MOMENT Share..................................................................................... 72
Mood Board................................................................................................................... 73
APPENDIX 1: TOOLS ARTIFACTS .................................................................................. 75
Observation Session .......................................................................................................... 76

The Staff Interview ............................................................................................................ 78
Online Reviews.................................................................................................................. 80
Booking.com Reviews .................................................................................................. 82
Trip Advisor.................................................................................................................. 90
In-Hotel Feedback Forms ................................................................................................. 95
Customer Interviews:...................................................................................................... 101
Ahmed Al-Noaimi...................................................................................................... 101
Zubair Sheikh.............................................................................................................. 104

INTRODUCTION

RESEARCH BACKGROUND
This research is carried out as an assignment in the Service Design Processes and
Methods course in the masters program in Service Innovation and Design at Laurea
University of Applied Sciences. The researcher had to choose a partner organization
to carry out this project with. The partner organization is a hotel in the city of Doha,
State of Qatar.

Innovation Focus
Hotel management has defined the innovation focus to work on to be the general
front office operations including the processes of reservation, check-in, check-out and
desk problem solving. The management is interested in proposing and offering
genuine hospitality experiences and this will be the main theme of the innovation.
The results will address presenting genuine hospitality experiences to hotel guests
with proposed concepts for implementing such hospitality experiences on the
addressed processes.

RESEARCH ROADMAP
This research follows Stefan Moritz’s methodology of service design outlined in the
figure below:
SD
Understanding
SD Thinking SD
Generating
SD ExplainingSD FilteringSD Realising

SD UNDERSTANDING

The SD understanding phase included the following activities:
COLLECTING ONLINE REVIEWS OF
THE HOTEL
Based on the sum of 71 reviews, the following are the key findings
(-) In general, the hotel has a low rating and more negative reviews.
< Booking.com score: 7.7 vs. 8.5 of competition.
X On trip advisor 86%of the reviewers don’t recommendthe hotel to friends.

Equipment not ServiceHighest ranking of the experience were comfort
and location.
Solo travelerswere the majority of the guests, who were mostly there for business.
Familieshave a general positive feedback about the hotel.
Following is the summary of the reviews, for the actual reviews please check Appendix 1: Tools Artifacts:

6.6
6.8
7
7.2
7.4
7.6
7.8
8
8.2
8.4
8.6
Hotel Rating
Solo
Travelers,
41
Young
Couples, 6
Mature
Couples, 7
Families
young
children, 6
People
with
friends, 3
Groups, 1
Segments of Guests
who posted reviews

Reviews Tag Cloud

Review Summary
Negative Sides Positive Sides
No sufficient orientation on cost or facilities
To early housekeeping service
Bad housekeeping
Bad staff attitude (Reception)
No Wi-Fi in rooms/ Expensive Internet
charges
Check-in problems
No taxi around
No variety in breakfast buffet
No good communication between staff (late
checkout was not communicated).
Absence of amenities in some cases.
Construction around the hotel
Expensive food
Too noisy; Too many events in the hotel
No free drinking water in rooms
Booking problems; Cost discrepancy
Large rooms
Furniture
Location
Close shopping malls, you can walk to the sea
Non-smoking hotel
Friendly and helpful staff
Good room service variety
Good for families
Very noisy
View
Free Wi-Fi in lobby
Long queues on reception desk
Free upgrade
Was good for a business person
Short waiting time for elevator
A new hotel
The design of the lobby

No clear information on check-in and
checkout guidelines and procedures.
Needs more car parking
No Alcohol
Unfriendly staff.
Promises on the web site are not met.
Breaking standards (don’t disturb, no
smoking)
Badly designed rooms; place of switches,
hairdryer, place of magnifying mirror,
Slow response in restaurants
Bad ACs (noisy, only on and off, set for cold
in winter)
Staff is not clear on hotel policies or values
Slow Elevators
Only one restaurant
Honest and trust-worthy staff
Understaffed hotel
Good value for money

OBSERVATION SESSIONS
One Observation Session has been conducted. For the full documentation of
this observation please check Appendix 1: Tools Artifacts. Following are the
points to highlight of this observation:
Reception desk is low and curved which results in desk insides
(machines, papers .. etc) being exposed to customers, receptionist has to
bend down to do his work.
The Desk is wide taking into consideration that there’s only one
receptionist on desk most of the time.
There’s no back office for the reception which results in photocopiers
and other office equipments being placed behind the reception desk.
There’s also no room for the receptionists to rest in.
There’s a general gesture of opening the door to the people who going
through the main gate as an expression of respect and hospitality. It was
followed for guests but not for hotel workers.

There are many events held in the hotel,
many roll-ups have been put in the lobby to
help people find the events they’re coming
for.
The lobby has many aesthetic elements but
there’s not easily seen from the reception
desk or the gate. These elements include
plans and the huge 2 floors-high waterfalls.
The lobby seating areas and ground floor
restaurant are rarely used.
The staff is very friendly and helpful.

EXPERT INTERVIEWS
The Hotel group general manager has allowed for a 45 minutes interview. Another longer interview
was done with the front office manager for around 120 minutes with the partial attendance of the duty
manager and the reservations manager. Following are the key findings and for more details please
check appendix 1: tools artifacts:
The General Manager Interview
1. The innovation focus is selected because it represents the first moments of truth the
customer really meets through his journey.
2. The hotel concept is built around the delivery of an Arab-culture driven hospitality.
This is the hotel’s position and this is what it’s trying to fulfill. The hotel is not
competing with other local hotels on this level of hospitality as they’re not really into
delivery of hospitality.

The hotel aims to position itself as a leading hospitality specialist
management company, driven by the desire to provide its customers with
innovative, upmarket concepts of service, through consistently delivering
superior quality products and exceptional Arabic traditional customer service, whilst maximizing financial
return to stakeholders.
To celebrate and regenerate the Arabic traditional hospitality, service
delivery, and to be recognized as the number one employer and a
leading hospitality management group.
Respect
Integrity Commitment
Innovation, Ownership, Passion
Quality Growth
VISION
MISSION
VALUES

Excellence
The Staff Interview
Following are the interview highlights:
Major checkout times are:
7:00-8:00 (People going for
business meetings)
11:00-12:00 (Family or people
who have no morning
commitments)
Sometimes a customer from a
corporate account will come
to check-in with insufficient
information which would
require communication
between front office, account
management and corporate
customer to resolve the
The type and source of
customers are affected by the
events taking place in Doha.
5-10% of reservations and
stays are of individuals and
the rest is for groups
(corporate accounts).
?
??
‫؟‬?
5-10%
Checkout Peak Times Insufficient Information

problem. It has reached up to
15 minutes in some cases.
Much often there’re
modifications in group
reservations.
QATAR airways is a major
account which has special
requirements, they would ask
in an hour to prepare 200
rooms for example. This
means 200 rooms to be ready
in an hour, 200 keys, and the
restaurant should be ready for
the same amount of people.
They normally check-in in the
same time but they checkout
in separate groups depending
on their flight time.
In return, the hotel has put a
special desk for QATAR
airways check-ins and
adopted a different process.
Check-in
Check-outQATAR AirwaysGroup Modifications
QA Special Desk

S
Families are common to stay
in the hotel in holiday times
only. Last spring break, there
were around 150 families
staying in the hotel in weekly.
They mostly come from Saudi
Arabia.
Front office manager and
reservation manager
highlighted the process of
reservation for both
individuals and corporates.
Some customers try to skip
payments upon checkout so
hotel takes deposits in
advance.
Families
Processes

Customer Interviews
2 frequent travelers have been interviewed. Following is the resulting cloud tags of the interview content and the full content is
available in Appendix 1: Tools Artifacts.
Ahmed An-Noaimi
Zubair Sheikh

Collecting in-hotel reviews
Based on 8 forms of customer feedback following are the findings. Please note those feedbacks are the
negative ones; the ones that included cases to resolve or to deal with.
Hotel Rating
2
1
2 2 2
1
3
3
2 2
3
3
2
4 4 4
3
4
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Overall satisfaction Hotel staff likelihood to return recommendation of
hotel to Family,
friends and business
associations
desire to stay at
other hotels of our
group.
The value received
for the price paid
Poor
Good
Excellent

Service Review
Negative Sides Positive Sides
1. Some staff not good with guests- Mohammed is a fine example
of excellent service as well as Islam
2. Dry receiving, a matter of just “This is your room card, your
room number is 1203” without even welcome.
3. Problems on the reception
4. Guests given room keys of rooms in which other guests are
already in!
5. Room keys not working
6. Housekeeping opened the door many times without knocking
while guests were sleeping.
7. Toilet big water leakage (3 times in 8 days)
8. Staff is not aware of information. One person says something
and another would say something else.
9. Poor problem solving.
10. Experience at check-in and being locked out of my room.
11. Bad shuttle service to airport. Very infrequent. People at
reception are not welcoming.
Excellent welcome upon arrival
Welcoming impression of the guestroom
Bad housekeeping
AC didn’t work.
Good dining Experience with good staff.
Warm Atmosphere, view and location.

Environment Description &
Service Experience
The researcher tried the service himself twice he reserved, checked-in, stayed, used
some of the services and checked out. The researcher used 2 methods of reserving
which were internet and telephone. All the interactions have been voice-recorded and
captured with photos. The following will present the environment description and
service experience. Both stays will be recorded. White background will refer to the
first stay while golden background will refer to the second stay.

Reserving
1 2 3 4 5 6
Checking prices on
hotel’s website
Checking prices on
booking.com
Booking through
booking.com
because it’s cheaper
Receiving
confirmation e-mail
message
Calling to confirm
reservation
Searching for Hotels
in Qatar on Google
Visiting The hotel’s
website
Printing
Reservation
Visiting booking.com

1 2 3
Called at 12:30 PM and
placed a reservation. I got
a reservation code. And
was asked about the
check-time.
I recorded the
reservation code
on my iPod.
I called at 9:00 AM to
reserve. The operator
replied and asked to call
back at 10:00 AM to speak
to the reservation team.

On the way to the hotel, arriving and check-in
7 8 9 10 11
Around the Hotel
Parked
Arriving at the hotel
Being received
Entering
Arriving at the reception
desk
In a chat with staff
Filled this form and handed my
ID and my wife’s passport to
get copied
Got the room card, bill and card
payment receipt
Checking hotel location on
the map
On The way

Reception Environment
Check-in route

To The Room, Entering the Room and Getting To
Know the Room
12 13 14 15 16
Waiting for the lift Looking for the room
Back and forth
Found!
Having a hard time!
Here we are!
A nice set
This is the suite TV, directory and bathroom
In the lift

Floor Plan and Views

Other Problems Faced
No spoon
Feedback form should be
placed on the opposite side
I got no bill for the
payment, only the card
reader receipt.
No pencil and notepad
No spoon
Only one hanger
No trash can
Loose joints
An extra blank card was
there that kept the lights on
Tissues thrown out on the
floor in a corner
Blown bulb
There was no card covers,
so I got the door card in an
envelope
Feedback form should be
placed on the opposite side

Checkout and Bye
17 18 19
Waiting for the balance check
Asked to evaluate the stay
Given the bill, in a bigger
envelope this time
Out of the door
Leaving the parking gate
On my way home
Paying

By the competitor
1 2 3 4 5
Booked on
intercontinental.com
Appeared to the priority
check-in to escape the crowd
Handed my Ambassador card
Waiting to be checked-in
My suite is not available yet
To a temporary room
The view from the temp. room
The temp. room
Finally to the suite

The Room, Services and checkout
6 7 8 9 10
The suite
A very detailed service directory
The instant service button
They never asked me smoking
or none-smoking
No “don’t disturb” sign anymore
More Safety
The views around the Hotel
Checked-out

THINKING
SD THINKING

Personas
Saeed- the Extended-Family man
“I like to explore Hotels. I travel 2-3 times with my wife, and once a year I take my entire family
including my mother and sisters on a trip”
28 years old married Arab man
He lives in United Arab Emirates
He leads a well-off life, he is a manager in a government authority, and
he has a bachelor’s degree in business administration. He’s taking care
of his extended family (his mother and sisters and they all live in the
same house. He tends to consume luxury and high-quality products
He’s still keeps his traditional values while keeping up with the changes
around him. He’s conservative, spends some of his time with the other
tribe members or friends. He’s a family person, he dedicate time to look
after his family’s and extended family’s requirements and needs.
He mainly travels and stays in hotels alone for business purposes. He
likes to explore hotels and see new services and values being offered.
He travels with his wife 2-3 times a year, and they stay in ***** hotels.
He also takes all of his family for tourism once a year. And he chooses
his hotel for this type of trips based on location and closeness from

shopping centers and restaurants. For this type of stays he normally
goes for hotel apartments.
He expects services to be delivered with a level-standard matching
quality. He dreams of the most welcoming and hospitable receptions
and stays. He dreams of being given the opportunity to see the best
options of the hotel to pick what he feels for.

Edward- the Business traveler
“I don’t like to stand in queues for checkout.”
38 years old European single.
He lives in UK and comes to Doha in business trips.
He doesn’t have that much time for his friends and he’s more focused on
his work.
He has to be connected all the time and he uses telecommunication
facilities very massively.
He likes to go to the swimming pool or the sauna for refreshment.
He tends to receive some business guests in the hotel when needed.
He is managing a very tight schedule and may tend to arrive and leave in
unusual times.
His secretary takes care of his reservations and he is rare to face a
problem with his check-in.
He wants to have things in place and needs a fast answer on where to
find what he want.
He needs help with taxis, contacts and means of getting to the business
areas.
He dreams of having his business made easy and for growing his deals
opportunities in Doha.

Robert- The Transit Passenger
“I hope I can get the most of those few hours I’m spending in this hotel, I wouldn’t mind any plus in
addition to resting.”
25 American male
He lives in New York with a friend.
He has a moderate income; he is trying to establish himself. He tries to
give himself an annual trip to view different parts of the world
He’s open, communicative and likes to get in touch with people with
different backgrounds
He used QATAR airways to travel to India and he is spending the night
in Doha waiting for his flight the day after in the morning.
He spent some time on the transit desk and he wants to sleep and rest.
He wants the shuttle to come on time, take him to the hotel in the
shortest time, to have a fast and smooth check-in.
There’s no time to see Doha or know anything about the culture but he
doesn’t mind getting an exposure to that in addition to the comfortable
sleep.

Customer-journey Mapping
Search Reservation Check-in To the room
Need for
information
Facing a
problem Checkout
Office, home, travel agency
Computer, phone
---
Guest, travel assistant
Office, home or travel agency
Computer, phone, fax
Reservation
Guest or travel assistant
Hotel lobby
RC, ID, computer, room card
Check-in, Payment
Guest & receptionist
Room or hotel in general
Phone
Problem Solving
Reception and staff
Lobby
Room card, invoice and CC.
Checkout
Receptionist, guest and Bellboy
Room or hotel in general
Directory or phone
Inquiry
Receptionist
Elevator, Corridors
Signs, Elevator
--
Guest & Bellboy
1 2 3 4
5 6 7

Stakeholder Mapping
Guest
Wife & children
Extended Family
Friends
Online reviewers
Secretary
Front office
Corporate account representative
Reservation team
Contacts in Doha
Family
Hotel
Business
Group
Travel Agency
Housekeeping
Restaurant & room
service
Group Members
Shuttle/ Bus Service

Design Drivers
Process speed
related factors
Felxibility and
customer-
empowerment
related factors
local
Hospitality
related factors
Service quality
related factors

Benchmarking
0
1
2
3
4
5
6
7
8
9
10
Staff Services Clean Comfort Value for
money
Location
Hotel Rating vs. Intercontinental
according to booking.com
The Hotel Intecontinental

Affinity Diagram
No sufficient
orientation on cost or
facilities
To early
housekeeping service
Bad housekeeping
Bad staff attitude
(Reception)
No Wi-Fi in rooms/
Expensive Internet
charges
Check-in problems
No taxi around
No good
communication
between staff (late
checkout was not
communicated).
Absence of amenities
in some cases.
Construction around
the hotel
Too noisy; Too many
events in the hotel
Booking problems;
Cost discrepancy
No clear information
on check-in and
checkout guidelines
and procedures.
Needs more car
parking
No Alcohol
Unfriendly staff.
Promises on the web
site are not met.
Breaking standards
(don’t disturb, no
smoking)
Badly designed
rooms; place of
switches, hairdryer,
place of magnifying
mirror,
Slow response in
restaurants
Bad ACs (noisy, only
on and off, set for cold
in winter)
Staff is not clear on
hotel policies or
values
Slow Elevators
Large rooms
Furniture
Location
Close shopping malls,
you can walk to the
sea
Non-smoking hotel
Friendly and helpful
staff
Good for families
View
Free Wi-Fi in lobby
Long queues on
reception desk
Was good for a
business person
Short waiting time for
elevator
A new hotel
The design of the
lobby
Only one restaurant
Honest and trust-
worthy staff
Understaffed hotel
Reception desk is low
and curved which
results in desk insides
(machines, papers ..
etc) being exposed to
customers,
receptionist has to
bend down to do his
work.
The Desk is wide
taking into
consideration that
there’s only one
receptionist on desk
most of the time.
There’s no back office
for the reception
which results in
photocopiers and
other office
equipments being
placed behind the
reception desk.
There’s also no room
for the receptionists to
rest in.
There’s a general
gesture of opening the
door to the people
who going through the
main gate as an
expression of respect
and hospitality. It was
followed for guests but
not for hotel workers.
There are many
events held in the
hotel, many roll-ups
have been put in the
lobby to help people
find the events they’re
coming for.
The lobby has many
aesthetic elements but
there’s not easily seen
from the reception
desk or the gate.
These elements
include plans and the
huge 2 floors-high
waterfalls.
The lobby seating
areas and ground
floor restaurant are
rarely used.
The staff is very
friendly and helpful.
The hotel concept is
built around the
delivery of an Arab-
culture driven
hospitality.
through consistently
delivering superior
quality products and
exceptional Arabic
traditional customer
service
regenerate the Arabic
traditional hospitality,
service delivery
Respect
Integrity Commitment
Innovation,
Ownership, Passion
Major checkout times
are: 7:00-8:00 (People
going for business
meetings)
11:00-12:00 (Family
or people who have
no morning
commitments)
Sometimes a
customer from a
corporate account will
come to check-in with
insufficient information
which would require
communication
between front office,
account management
and corporate
customer to resolve
the problem. It has
reached up to 15
minutes in
The type and source
of customers are
affected by the events
taking place in Doha.
5-10% of reservations
and stays are of
individuals and the
rest is for groups
(corporate accounts).
Much often there’re
modifications in group
reservations.
QATAR airways is a
major account which
has special
requirements, they
would ask in an hour
to prepare 200 rooms
for example. This
means 200 rooms to
be ready in an hour,
200 keys, and the
restaurant should be
ready for the same
amount of people.
They normally check-
in in the same time
but they checkout in
separate groups
depending on their
flight time.
In return, the hotel has
put a special desk for
QATAR airways
check-ins and
adopted a different
process.
Families are common
to stay in the hotel in
holiday times only.
Last spring break,
there were around
150 families staying in
the hotel in weekly.
They mostly come
from Saudi Arabia.
Some staff not good
with guests-
Mohammed is a fine
example of excellent
service as well as
Islam
Dry receiving, a
matter of just “This is
your room card, your
room number is 1203”
without even
welcome.
Guests given room
keys of rooms in
which other guests
are already in!
Room keys not
working
Housekeeping opened
the door many times
without knocking while
guests were sleeping.
Toilet big water
leakage (3 times in 8
days)
Staff is not aware of
information. One
person says
something and
another would say
something else.
Poor problem solving.
Experience at check-
in and being locked
out of my room.
Bad shuttle service to
airport. Very
infrequent. People at
reception are not
welcoming.
Checking prices on
hotel’s website
Checking prices on
booking.com
Booking through
booking.com because
it’s cheaper
Receiving
confirmation e-mail
message
Calling to confirm
reservation
Searching for Hotels
in Qatar on Google
Visiting The hotel’s
website
I recorded the
reservation code on
my iPod.
I called at 9:00 AM to
reserve. The operator
replied and asked to
call back at 10:00 AM
to speak to the
reservation team.
Being received
In a chat with staff
Checking hotel
location on the map
On The way
Looking for the room
Back and forth
Found!
Having a hard time!
No spoon
I got no bill for the
payment, only the
card reader receipt.
No pencil and notepad
Only one hanger
No trash can
Loose joints
An extra blank card
was there that kept the
lights on
Tissues thrown out on
the floor in a corner
Blown bulb
There was no card
covers, so I got the
door card in an
envelope
Feedback form should
be placed on the
opposite side
Given the bill, in a
bigger envelope this
time
Appeared to the
priority check-in to
escape the crowd
Handed my
Ambassador card
Waiting to be
checked-in
My suite is not
available yet
A very detailed
service directory
The instant service
button
They never asked me
smoking or none-
smoking
No “don’t disturb” sign
anymore
More Safety
The views around the
Hotel
Physical Aspects of
Hotel
External Issues
from The
Surrounding
Environment
Service Culture
Segmentation-
related
Information
Exchange
Traditional Improvement
issues

SD GENERATING

Mind Writing
Original Idea Round 1 Round 2 Round 3
Idea1
Check-in Lounge; couches,
table, drink, receptionist
comes to table.
During Reservation,
Customers are asked to
estimate their arrival time.
Receptionist recognizes
customer by name.
Personalized check-in kit
with customized helpful
info. Digital welcome
screen. Digital signal &
reader with hotel staff to
detect customers and their
details.
Idea2
Receptionist Takes The
guest to in a tour and then
takes him to the room.
Alternative routes based
on customer needs.
Second life model of the
hotel.
Idea3
Guest’s name is put on the
room door.
Digital screen on the door It can say “Welcome .. “ It
could also be used for
notification “don’t disturb,
please make my room ..
etc”

Idea4
Developing and
application for corporate
customers to use.
Idea5
Making it possible for
guests to pick their rooms
like a seat on airplane.
Possible when reserving
the room online.
He can see photos of this
exact room and do a
virtual tour and look from
the window to see the
view.
Idea6
Giving an orientation
booklet for customers
upon check-in, adding
screens with orientation
movies to check-in
lounge/ reception desks.
Also an iPhone
application.
It could be sent to him
upon reservation. The
iPhone application could
be used to customize the
services and set
preferences, do future
reservations, access his bill
.. etc.
Idea7
Post-stay Lost & Found
Service

Idea8
Newsletters & Offers
related o the visit purpose.
(If he came for attending
an event, maybe we should
tell him in the future when
there’s similar events)
Idea9
Self-checkout
Idea10
Support information on
destination
In-Hotel gift catalogue, to
pick-last minute gifts
Idea11
Team lining up to see
customer off upon
checkout

Digital screen of Airport
departures available in
Hotel lobby.
Hotel can call the guest
before his checkin to
confirm his arrival time
and to do his check-in in
advance

Service Style Cards
1. Cool, trendy, stylish and modern

a. Auto tweeting, facebook posting for guests.
b. Ustream and justin.tv of different hotel locations.
c. Check-in through iPhone or blackberry.
d. In-Room iPhone/ iPod support.
e. Hotel local companion community.
f. Media Sharing giant screen in the lobby

2. Personalized, customized, tailored

a. Ability to choose room through the web site.
b. Providing more family-oriented suites.
c. Letting customer customize different elements of his experience including (housekeeping time, longer breakfast span, guidance on the
city, updates on city events, and tendency to network with other customers.
d. In-hotel experience building catalogue including items for purchase (tourism and adventure items, business or family-related items)
e. Customized route to the room based on facilities will mostly be needed.
f. A possibility to choose a welcome complement.
g. Baby-sitting, secretarial and tour guidance facilities.
h. His name on the door.
i. Family check-in corner.
j. Separating the roles of receptionist and guest services, who can give differentiated support and information for the different segments of
the hotel. We should have more than a guest services officer with different specialties.
k. Upon checkout, please keep in touch.
l. Celebrating guests stay, “we’re happy to have you for 4 days now”.
m. Couple, business, family and tourist printed guides.
n. A hotline for out-of-hotel support “I’m lost. what should I do ..?”
o. Following up on guest’s medicine taking.
p. Mentoring and counseling services.
q. Ability to know guests with

3. Culture-centered, authentic, original, local
and traditional

1. Daily wisdom from culture to change on room walls, lobby, lifts and other facilities.
2. Do’s and Don’ts book upon check-in.
3. Receptionist to take the guest in an orientation tour which
4. Hotel to include a social local gathering room where guests can mingle with local people.
5. Hotel’s own networking site where guest can build relationships with local people before arrival.
6. Hotel to offer local drinks and snacks in hotel lobby and rooms.
7. A complementary book/e-book about the culture upon check-in.
8. Receive you with tea or coffee option on reservation.
9. Check-in tent (very luxurious one)
10. A local traditional grilling activity.
11. Running a club for locals who’re interested to get in touch with guests including business people, families, tourists.. etc.
12. Restaurant offers meals cooked by local people.

Concept Blending
I’ve thought about this method. It’s about mixing 2 service concepts together to see what may result. Here the following
concepts are mixed with the hotel concept.
Restaurant Market Hospital School Airport
1. A receptionist by the door
2. A table for guest to wait on
3. A menu that includes the
different room offers
4. Ability to choose from a
wide range of options to
make guest’s own
experience
5. Ability to choose an activity
in addition to the main stay
1. Variety of options for
almost everything
2. Ability to buy any
item of what the guest
likes in the hotel.
3. Sales and promotions
4. Almost everything is
a part of a certain sub-
brand.
1. Hotel checks on the
guest as he wishes.
2. Hotel gets room
ready for guest to
sleep.
3. Hotel gives guests
free simple medical
checks.
4. Hotel helps guests
lead a more healthy
life.
1. Hotel includes a library
2. Hotel includes a break time
where guests get out of rooms
and meet in the main areas and
socialize.
3. Books delivered upon check-in.
4. A teacher about culture and about
hotel facilities is available upon
request.
5. Hotel includes rooms that
illustrate culture and history
backgrounds.
1. Printing luggage
sticker with room
number on it. And a
passport sticker for
express check-in.
2. Check-in in the airport
shuttle
3. Messages from Hotel
Captain (Manager)
4. A Duty free shop in the
hotel
5. Hourly stay rate.

SD EXPLAINING

First Concept: Intented
The concept is about delivering an
authentic, original and traditional
hospitality experience in the hotel. The
concept will feature painting the hotel
with the different aspects of the
culture. The concept delivers this
value to customer even if he’s staying
only for few hours in the hotel. The concept also helps the guest takes the experience
home with him through the “take it home” concept of being able to buy certain items
of the hotel equipments. The hotel utilizes different role-playing and scenarios to help
customers live the experience.

Mood Board

SERVICE EVIDENCING

scenario
a door man
received the guest
by the door
the guest was taken
to the check-in tent
he was asked to sit
on a pillow
a man came and
started to serve the
guest arabian coffee
and dates
a fisherman came
and sat next to the
guest and started to
take some coffee
and dates as well
boxes of pearls wear
brought in and
people started to
negotiate prices
the receptionist
came and gave the
guest this nice
ancient-looking box
that included
booklets
guest was taken in
tour and saw lots of
shops and markets
areas in the hotel
finally they arrived
to the room and
receptionist
introduced the
guest to the room
guest was told that
check-in lounge is
open all the time if
he wanted to have
some coffee and
dates with his
guests
guest was told that
during the day
there's different
gathering hours
where he can come
to the lounge and
find many guests
open for
netwroking
guest was told that
if interested a
coffeepot and a dish
of dates will be sent
to his room
guest said that it's a
nice experience and
receptionist told
him that he can buy
most of these items
to take them back
home
upon checkout,
guest was given a
nice box of dates
and an arabian
coffee cup with his
name engraved on it

Second Concept: Weave & Style
The concept is about enabling the
customer to tailor and design his own
experience. The customer is utilizing the
menu of hotel offers to create his own
blend of stay. The customer is highly
empowered to design his stay style
according to his stay purpose. In addition to the settings the customer chooses for his
service, the hotel makes available for the customer a wide range of related
information, services and tools.

Mood Board

SERVICE EVIDENCING

Third Concept: MOMENT Share
This concept is about enabling the
guest to leverage the social media
capabilities to share his experience
with the world. The hotel would
embed the recording, capturing and
publishing capabilities within the
hotel processes. The customer just
sets his preferences in the
beginning of the stay and then it goes with no interference, he would just comment
and interact with his family and friends based on these interactions. The hotel also
provides a framework for sharing between hotel guests in general who can share
knowledge about hotel and local experiences.

Mood Board

SERVICE EVIDENCING
Log-in to
your room
Let’s keep your moments shared.
Through Moment Share, you’ll be able to share your experiences and moments with family,
friends and other hotel guests.
Register | Login @ www.momentshare.com

APPENDIX 1:
TOOLS ARTIFACTS

Intensified hospitality

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (16)

Andere mochten auch

Andere mochten auch (20)

Ähnlich wie Intensified hospitality

Ähnlich wie Intensified hospitality (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Intensified hospitality