Intensified hospitality

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    11-Aug-2014
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My first ever service design project in 2010 at Laurea SID program. I did this project for a hotel in Qatar while studying "Service Design Processes and Methods" course in Finland with Mikko Koivisto.

Transcript of Intensified hospitality

  • Intensified hospitality Mahmoud A. Abdel-Rahman Innovative Concepts for Hospitality-Focused Hotels
  • Intensified hospitality Page 2
  • Intensified hospitality Page 3 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
  • Intensified hospitality Page 4 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
  • Intensified hospitality Page 5 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
  • Intensified hospitality Page 6 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
  • Intensified hospitality Page 7 First Concept: Intented...................................................................................................... 65 Mood Board................................................................................................................... 66 SERVICE EVIDENCING.............................................................................................. 67 scenario .......................................................................................................................... 68 Second Concept: Weave & Style...................................................................................... 69 Mood Board................................................................................................................... 70 SERVICE EVIDENCING.............................................................................................. 71 Third Concept: MOMENT Share..................................................................................... 72 Mood Board................................................................................................................... 73 SERVICE EVIDENCING.............................................................................................. 74 APPENDIX 1: TOOLS ARTIFACTS .................................................................................. 75 Observation Session .......................................................................................................... 76
  • Intensified hospitality Page 8 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
  • Intensified hospitality Page 9
  • Intensified hospitality Page 10 INTRODUCTION
  • Intensified hospitality Page 11 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.
  • Intensified hospitality Page 12 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