This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: www.sdt2012.com. All rights reserved by the author(s): Jan Huizing, Hotelschool The Hague (Netherlands) Drs. Jan Huizing is a Research Fellow and a Lecturer/Coach in Strategy Management & Marketing at Hotelschool The Hague. His professional interests are: strategic management, service marketing, service design, city hospitality, customer experience and change processes. Jan Huizing held senior marketing and management positions in leading service and knowledge companies, a.o. JCI Water Toolkit (world wide water awareness and education), Manager Expertise Centre at ADP and marketing coordinator at ANWB (recreation, tourism and mobility). His drive is to enhance the customer orientation and growth of service organizations and ambitious professionals. Jan Huizing is honorary member of Junior Chamber International, a leading global network of young professionals and active citizens. Karoline Wiegerink, The Netherlands Hotelschool The Hague Dr. Karoline Wiegerink RM holds the Municipality The Hague Chair of City Hospitality and City Marketing at Hotelschool The Hague. During her professional career she always has combined science and practical work. As an economist and marketeer she gained special experience in the field of live communication and event marketing. She has been director at Erasmus Centre of Event Marketing (ECBM), lecturer at Erasmus University and assistant professor at Nyenrode Business University. As a consultant at Holland Consulting Group Karoline Wiegerink is working in the field of marketing management, business planning and marketing accountability topics for companies in various fields including the professional service industry, the communication industry and the hospitality sector. She is passionate for customer experience and accountable marketing. Journey Mapping with Personas: how a special excursion brought new inspiration The City Centre of The Hague (NL) wonders how visitors experience their journey. How to know the likes and dislikes of the so different target groups; how to improve their experiences? Different stakeholders – entrepreneurs, policy makers, inhabitants – joined forces and had an inspiring excursion. In their own city, but through new eyes. A powerful combination of journey mapping and personas, which led to direct outcomes. In a quick overview you will learn how this excursion was set up, and how it added value for the stakeholders. Be welcome to share your own ideas.

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2. Sharing with you next 6 minutes
The Hague, December 1, 2011:
How a special excursion in their own city
brought new inspiration and ready-to-
use insights
to designers/managers/providers
who seek new ways to create excellent city
hospitality.
Visitor perspective: using Personas and
Journey Mapping.

3. Agenda
City Hospitality
- Definition
- Hospitality providers: who are
involved?
The special excursion
Welcome to share your thoughts and ideas!

4. Welcome to the world of hospitality
Hospitality
is the art of giving somebody the
feeling of being welcome

5. City Hospitality = The art of creating
meaningful experiences of hospitableness
for city target groups
…. Creates value to inhabitants,
visitors & businesses

6. What makes a city a Welcoming City?

7. City Hospitality Experience
Building blocks
1. Hospitable places: landmarks, shops, nature,
squares, ….
2. Hospitable atmosphere: like architecture,
color, fragrance
3. Hospitable behavior: being friendly,
hospitable, attentive, quick, competent
As experienced by inhabitants, businesses and
visitor target groups.

8. Various Hosts can make a
difference
Municipality
SPORTS/ Hotels +
EVENTS F&B outlets
Inhabitants RETAIL
The HOSTS
LEISURE Businesses
Public
Cultural
Transport

9. Different perspectives of high
valuation!

10. Case example: The excursion
A group of entrepreneurs, policy makers,
inhabitants have their monthly meeting…..
and become a visitor of their own city

11. The excursion: preparation

12. The challenge: step in the
shoes of your guest!
Shop owner: today I am two Japanese expat
couples
Senior Policy maker:
today I am a young student!
Inhabitant: today I am a trendy shopper from a
village nearby

13. Create vivid Persona profiles
Age, profession; but also context, reason to visit,
behaviour, attitude, needs, values
– Who are they? Where do they come from?
– Why do they visit your destination?
– What do they like, think? How do they live, what is
interesting?
– What are they looking for?
Give the participants accessories to better identify

15. Possible highs and lows for your persona
E
M
O Book After-
T Orientation and Going to The stay Going wards -
I prepare Back Memory
O
N • • • • • •
• • • • •

16. The excursion Overview
• 40 participants
• 5 teams = 5 personas = 5 key target
groups
• Per team: persona keeper
• Give the personas attributes to stay in
their new role
• Equipment used for journey mapping:
iPods, myServiceFellow
• Let the teams report, still in the role
Persona!

17. Set up your own persona
journey excursion?
• How to incorporate the Guest Journey
Concept into your hospitality design?
• Could it add value to your city /
destination?
• Could persona approach enable new
visitor insights
• Could a persona excursion be an
inspiring tool to energize and inspire your
service providers?
It might be fun!

18. What they told us
Participants Quotations:
“Everyone enthusiastic…
far more effective then previous study trip to other city
abroad, true quality time” xx
X Binnenstad Program Manager
“It really opened our eyes”
xxxentrepreneutParticipant / entrepreneur

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