Guest Engagement Greener Workplaces and Operations

(Part 3)

Engaging guests on your sustainability efforts & providing greener services….

WHY?

Engaging guests on your sustainability efforts & providing greener services…

WHY?

Guests’ behaviour affects the hotel usage of energy, water and other environmental impacts (eg. waste).

Engaging guests on your sustainability efforts & providing greener services.

WHY?

Guests’ behaviour affects the hotel usage of energy. water and other environmental impacts (eg. waste).

Many guests care about the environmental and ethical practices of hotels – it affects their choice to visit and to return.

Engaging guests on your sustainability efforts & providing greener services.

WHY?

Guests’ behaviour affects the hotel usage of energy. water and other environmental impacts (eg. waste)

Many guests care about the environmental and ethical practices of hotels – it affects their choice to visit and to return

Environmentally-friendly services can help enhance guest experience and differentiate hotels’ offering from competitors.

Engaging guests on your sustainability efforts & providing greener services.

HOW?

Engaging guests on your sustainability efforts & providing greener services.

HOW?

By Using

Service Design Tools

To get into the customer’s shoes and understand real wishes, concerns and

perceptions.

Service Design Tools will help you to:

1)COMMUNICATE your green initiatives better to ATTRACT AND RETAIN customers

Service Design Tools will help you to:

1)COMMUNICATE your green initiatives better to ATTRACT AND RETAIN customers

2) Make sure GUESTS contribute to the RESOURCE CONSERVATION efforts of the hotel.

Service Design Tools will help you to:

1)COMMUNICATE your green initiatives better to ATTRACT AND RETAIN customers

2) Make sure GUESTS contribute to the RESOURCE CONSERVATION efforts of the hotel.

3)IDENTIFY environmentally-friendly practices and services that ENHANCE GUESTS’ EXPERIENCE.

There are different types of customers, with different backgrounds,

expectations, likes and dislikes.

Understanding well customers’ characteristics and reactions

is key for an effective guest engagement and

new environmentally-friendly services.

Here are 2 service design tools that can help you:

Personas&

Customer Journey Maps

PERSONAS

The persona provides a quick & realistic snapshot of the key characteristics of a

type of guest.

What is a Persona?

A tool to VISUALISE CUSTOMERS in a REALISTIC WAY

PERSONAS

What is it for and when is it used?

• To understand in depth needs, wishes and characteristics of key customers’ types

• To provide services tailored to specific needs

• To communicate more effectively with guests

PERSONAS

What do they look like?

For more information, on how to develop PERSONAS see Tools section.

INTERESTS:

TRAVEL GOALS

NEEDS:

WISHES/LIKES

DISLIKES

CONCERNS

Based on Marc Stickdorn service-design-thinking

PERSONA CARD: ADVERTOUROUS ANDY

Andy, 36

Los Angeles, CaliforniaOccupation- Travel Writer, BloggerInterests: Cuisine, Nature, Hiking, Mountain Climbing, Surfing, Scuba-Diving, Asian Culture, Photography & Art, Music

Traveling Goals:• To discover himself• Find new experiences• Collect stories to share with friends• Meet interesting people

NEEDS DISLIKES

Concerns:• Price sensitivity• Language barriers

• Not having fun• Losing

valuables

© International Labour Organization (ILO)

LOOKING FOR ENTRY POINTS

-Adventurous activities-Learn new things-Stay connected-Surprises in his journeys

-Dirty room/foul smell/bugs-Delay Flights-Problems with booking/Slow check-in-Getting sick

Making linen andtowel programme more effective by creating incentives according to customer’s interest/needs:• i.e. Free Wi-Fi Rewards when towels

are hung-up for reuse and signs are placed on the beds that linens don’t have to be replaced.

USING PERSONAS TO MAKE YOUR SUSTANABILITY EFFORTS MORE EFFECTIVE & ENGAGING

CUSTOMER JOURNEY MAP

What is it?

A tool to analyse customers’ experience with a service at each point of contact

and identify points for improvement/additional services/communication

Based on Marc Stickdorn service-design-thinking

• Understanding and discovering different factors influencing guest’s experience (from the guest’s perspective)

• Recognizing all points of contact between the guest and the hotel (touchpoints) that the hotel may overlook

• To identify problem areas & opportunities to enhance guests’ experience

What is it for?

CUSTOMER JOURNEY MAP

CUSTOMER JOURNEY MAP

What does it look like?

For more information, on how to develop PERSONAS see Tools section.

Based on Marc Stickdorn service-design-thinking

Guests’ reactions & thoughts at each contact point

© International Labour Organization (ILO)

PRE-SERVICE SERVICE POSTBOOKING

+HOTEL

GUEST

ROOM

FIRST

IMPRESSION

GUEST ACTIVITIESScuba-diving trip Breakfast

CHECKOUT

BEGINNING OF

CUSTOMER’S JOURNEY

END OF CUSTOMER’S JOURNEY

ARRIVING AT THE HOTEL

+ CHECKING IN

“they greet us with a lei of l flowers”

“Staffs are

polite. the bellhop

carried our

luggage to

our rooms”

Because Andy loves nature/Asian culture & was impressed by the lei (string of flower), this is an opportunity to enhance guest experience + communicate green messages by attaching an environmental message to the lei.

“Our flower strings are made from flowers from indigenous plants in our garden”

To MAKE SUSTANABILITY EFFORTS MORE EFFECTIVE & ENGAGING

Using CUSTOMER JOURNEY MAPS

Service Design Thinking Tools

Help hotels to understand and focus on customers’ needs, wishes, reactions

TO:

• Attract guests’ attention to environmental messages,

• Motivate guests to engage in the hotel’s sustainability efforts.

• Enhance guests’ experience

Communicating with Guests – Some Practical Tips

Communicate what your hotel is currently

doing

Refer to preservation of the local

environment

Use many points of communication: website,

check-in/reception, guestrooms, restaurant,

lift…)

Make the design eye-catching

Explain clearly what guests can do and

give clear instructions