Guest engagement

Guest Engagement

Greener Workplaces and Operations

(Part 3)

Engaging guests on your sustainability efforts & providing greener services.

WHY?


WHY?

Guests’ behaviour affects the hotel

usage of energy, water and other

environmental impacts (i.e. waste).


WHY?

Guests’ behaviour affects the hotel usage

of energy. water and other environmental

impacts (i.e. waste).

Many guests care about the

environmental and ethical practices of

hotels – it affects their choice to visit and to return.


WHY?

Guests’ behaviour affects the hotel usage of energy. water and other environmental impacts (i.e. 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.


HOW?


HOW?

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


1) COMMUNICATE your green initiatives better

to ATTRACT AND RETAIN customers

1) Make sure GUESTS contribute to the

RESOURCE CONSERVATION efforts of the

hotel.


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

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

1) 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.

These are 2 service design tools:

Personas

&

Customer Journey Map

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?

• Understand in depth needs, wishes and

characteristics of key customers’ types

• Create and provide services tailored to

specific needs

• Change the focus of services to the wants

and needs of real people

PERSONAS

Who can use it?• Employees (front desk, concierge, house-

keeping, etc.), managers, ideally a group of

people with different functions

For more

information,

see tools

section.INTERESTS:

TRAVEL GOALS

NEEDS:

WISHES/LIKES DISLIKES

CONCERNS

CUSTOMER JOURNEY MAPS

Customer Journey Maps: a tool to show

customers’ experience with a service at each

point of contact (touchpoints).

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 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

As often as possible: website, check-in/reception,

guestrooms, restaurant, lift, corridor, …)

Make the design eye-catching

Explain clearly what guests can do and give clear

instructions