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



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



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.

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