This project was designed for Domus Academy’s Service and experience Design competition and was awarded the second place prize. Easy Booking & Pre Check In, Airport Check In and Personal Closets are all part of the service set, which can be offered to regular VIP customers. Easy Booking & Pre Check In is designed to improve the satisfaction on booking and check in processes. Airport check in is designed for the viP regulars who want to go directly to a meeting right from the airport or do not want to carry their bags till the check in. And Personal closet service is the highlight of this service set and designed for the viP regulars who don't want to carry any luggage or to keep it very light. VIP regulars can leave some of their personal belongings in hotel. Projects consist of 2 personas, customer journey and 2 blue prints.

1. VIP Regulars Service Set
It is a fact that accommodation experience in business trips is limited
with late night services and sleep due to the constraints of time and
busy schedules. Every business traveler especially the frequent travelers know the difficulties of packing for short trips, fitting in a small
carry-on bag and carrying it with them all day for the early scheduled
meetings. And also after a busy and tiring day waiting some more
on reservation desk to check in can be annoying. This service set is
designed to extend the limits of experience and to create new touch
points for the customers to improve the accommodation experience
during the business trips.
Easy Booking & Pre Check In, Airport Check In and Personal Closets
are the part of the service set, which can be offered to regular VIP
customers. This service set is for the customers who visit a city let’s
say Milano at least 3 times a month. As it is defined in the personas,
our service’s target groups are professionals whose businesses highly connected to the companies in Milano.
All VIP Regulars should have a “Personal Key Card” (PKC) (with
magnetic stripe or RFID), which can be used as a key to enter the
rooms.
Easy Booking & Pre Check In: This service is designed to improve
the satisfaction on booking and check in processes. VIP Regulars
can call, text (sms) or e-mail directly to the numbers or e-mail addresses, which are defined for them. All they need to do is to tell /
write check in and out dates. Booking Center staff will book their
room and check them in as soon as the schedule of the rooms is set.
After they set the room, they will assign the Personal Key Card to be
used as a key for the room.
Airport Check In: This service is designed for the VIP Regulars who
wants to go directly to meeting or visit right from the airport or don’t
want to carry their bag till the check in. After the arrival VIP Regulars
can go the reservation desk or the office of the hotel in the airport.
They can check in and give their luggage. If they didn’t pre checked
in, receptionist will assign their Personal Key Cards to the rooms and
will send their luggage to their rooms with the shuttle.
Personal Closets: This service is the highlight of this service set and
designed for the VIP Regulars who don’t want to carry any luggage
or to keep it very light. VIP Regulars can leave some of their personal stuff in hotel. It can be anything like white shirts, reserve suits,
special vegetable shampoo or razors for men and couple of shoes,
underwear, cosmetics or special massage oil for women. When they
are checking out, they can labor the ones that need to be clean and
all stuff will be ready for the next visit in their rooms.
This service set will provide a better customer experience for business travelers. Taking their luggage in airport will let them save time.
Allowing customers to leave their stuff in hotel not only helps them
for their next trip but also generates guarantee booking for hotel. We
may call it customer engagement with guarantied loyalty. This service
set also brings marketing value with higher positive visitor experience.
When designing the service set I first draw the Customer Journey
Map to see and analyze in detail customer’s regular experience on
traveling. Then I prepared two personas to understand my target
group better. And finally I prepared the Service Blueprints to show
how the services work, who involves the service process and the
touch points of the service. I also added; feasibility, SWAT and
benefit analyses on Blueprints to demonstrate the advantages of my
service set.

2. Personas
Name: Juliana Bilek
Age: 33
Gender: Female
Location: Berlin
Job Title: VP of Design in XYZ Fashion Company
Monthly Traveling Number: 6
Name: Mete Aslanoğlu
Age: 49
Gender: Male
Location: Istanbul
Job Title: CEO and Owner in Aslan Manufacturing Company
Monthly Traveling Number: 3
Travel Reasons:
Her company has two offices; one in Milano and one in Berlin. That’s why she has to go to Milano at least 5-6 times in a
month to have regular meetings and for exceptional situations.
Sometimes she has day trips and sometimes she stays 2-3
nights according to her schedule. She thinks living in 2 different
beautiful cities increases her creativity and she believes that
her inspiration comes from that. She also spends some of the
weekends in Milano to spend time with her friends in town. She
says Milano is her second home but she wants to live in Berlin.
Travel Reasons:
His biggest two clients are based in Milano; a female dress
and a male underwear company. These 2 companies have the
%68 of the capacity of the factory so they are very important for
his company and also they are so demanding. He is traveling
at least 3 times a month and visits clients by himself. To use
the day efficiently he prefers to take the earliest flight and start
meetings very early. After meetings and dinner he goes to hotel
to have some rest and have other meetings the next day and
take a flight back to Istanbul to his family. He usually stays one
day in Milano.
Needs:
· The most important need is the comfort, since she travels a
lot and says that Milano is her second home, she wants to be
comfortable as much as possible during her stays.
· It is not easy for her to decide what to wear, so she carries
many dress and cosmetics.
· She doesn’t like to stuck in a plan so her visits are not scheduled monthly sometimes she may decide to go to Milano in the
morning and takes the plane in midday. So she needs fast
transportation and accommodation arrangement.
· She doesn’t like to drive or sit in the back in an official car so
she uses taxi. She also likes to chat with random Italian people
like taxi drivers to improve her Italian.
Needs:
· Efficiency is really important for him so he cares a lot about
time management.
· Generally he takes the earliest flight and goes directly to the
meetings.
· He likes to travel light and since he usually stays one night he
doesn’t carry a lot.
· After the busy and tiring day he relaxes with SPA and Sauna.
· He is a busy businessman and he needs VIP treatment.

3. Search hotels
Book room Prepare luggage
ENVIROMENT
ACTIVITIES
CUSTOMER JOURNEY MAP
INTERACTION
PEOPLE
OBJECTS
SERVICE EXPERIENCE
Office & Home
Keyword search,
review reading, availability
checking
Home
Travel
Airport, train station,
bus station
Online booking,
call center,
asking to assistant
Internet, call center, phone
Call center workers,
personal assistant
Luggage
Airplane, train, bus
Taxi, shuttle, rent a car,
public transportation
ID
Safe
Avaible room on wanted days
Small, light, easy to carry luggage
Having everything needed
Go to room
ID information,
room selection
Transportation workers,
police
Reliable information
Problemless service
Give luggage
Driver
Stay
Receptionist
Tip
Luggage
Key
Bellboy
Money
Bellboy
To The Room
Stay
Fast
Comfort
Fast
Friendly staff
Less paperwork
Luggage safety
Comfortable
Receive luggage
Hotel
Address information
Travel
Fast service
Check in
Taxi, shuttle, rent a car,
public transportation
Preperation
EXPECTATIONS
Go to hotel
Arrive
Good room
Luxury

4. Easy Booking
Pre Check In
Airport Check In
Airport
Receptionist
Booking
Easy
Arrival to Hotel
Label the luggage and send it
to hotel.
&
Check
In
SYSTEM FUNCTIONALITIES
Booking
Center
Book the room and inform
customer
Shuttle
Driver
Check in customer and send
room number.
Take the luggages to the hotel
Airport Receptionist
Booking Center
USER ACTIONS
TOUCH POINTS
Give luggages and tell
estimated arrival time
Easy book with; sms, call or mail
Personal Key Card (PCK)
Use PKC to go in the room
without stopping by reception.
Feasibility
ANALYSE
Easy Booking and Pre Check In can be done
with existing booking center.
New office and luggage shuttle system should
be set and airport receptionist and driver should
be hired.
Strenght
Better customer experience.
Incresed customer loyalty.
Weakness
Cost of airport reception and luggage With Personal Key Cards, less key cards will be
used. (eco and cost friendly system)
shuttle system.
Visibility in airport.
Threats
Opportunuties
Current reception software should be update with New customers from airport (last
luggage management tool.
minute booking).
Existing luggage room can be used for early
Great marketing value.
arrivals.
Benefits Of Hotel
Luggage lost.
Change of customer's plan and
arrival of the customer before
luggage.
Marketing value of the service.
Inccreased loyalty of existing customer.
Growrh in reputation.
Benefits Of Customer
Easy booking processes.
Better experience with good CRM.
No luggage problem the time before arrival to the
hotel.
Efficient time management.

5. P e r s o n a l
C l o s e t
SYSTEM FUNCTIONALITIES
End of First Stay
After Every Stay
Other Stays
Receptionist
Inform
housekeeping
Assign a locker.
Assign a locker.
Housekeeping
Colect customers stuff
Take labeled ones to
cleening.
Cleaning
Wash & iron clothes.
Place items and
cleaned clothes to
assigned locker.
Colect customer's
Place customer's
items in the room.
stuff
Receptionist
Wardrobe
Use the items left Add remove
fro previous stay clothes,
cosmetics,
gadgets to leave.
Chose clothes,
cosmetics,
gadgets to leave.
Labels
Check out
Check in
USER ACTIONS
TOUCH POINTS
Check out
Label items which
needs cleening
Feasibility
ANALYSE
A Locker room should be prepeared.
PC Service should be implement to hotel's CRM
system.
Simple labels should be used for the clothes.
According to work load new housekeeping staff
should be hired.
A management tool to coordinate housekeeping
and cleening team should be developed.
Strenght
Better customer experience.
High loyalty for regular customers.
Opportunuties
Bigger lockers.
More personal rooms.
Great marketing value.
Label items which
needs cleening
Weakness
New space for lockers.
New duties for room cleaning staff.
Threats
Loosing customer's items.
Mixing up items of 2 different
customer.
Benefits Of Hotel
Guarantied returning customers by keeping their
items in the hotel.
Marketing value of unique and well designed
personal service in hospitality industry.
Increased loyalty of existing customers.
Inportant growth in reputation.
Benefits Of Customer
Less preperation time for short business travels.
Less wrinked clothes and no need for second
ironing.
Varibility of clothes in travels.
Fast preperation for urgent trips.
Better accodomodation experience with personal
bathroom objects such as; shampoo, tooth paste,
soap etc.
Efficient time management with travelling without
luggage.