It was Carl von Clausewitz who first started to describe the differences between ideal performance and actual performance. In “On War”, he wrote:
And while his context was in relation to war, we have since discovered it is a concept that can be applied in many scenarios.
In fact, a seamless, frictionless user experience has now become the new standard: the minimum to be relevant in the fast-paced world of technology. Gartner predicts that with ongoing competition there will be a more rapid change in user experience innovation over the next five years than in the previous 25 years. Mastering the art of reducing friction through a combination of design and engineering creates a significant competitive advantage, especially when driving early user adoption and growth. It can be pivotal to the success of a hotel brand.
The hotel market continues to be one of the most competitive in the current economic scenario. Because of this, the hotels are engaged in the pursuit of business strategies that allow differentiating their product and associated services of the growing pool of offers and thus capture the attention of new customers.
The hospitality of the experience, whose main objective is to transform the guests’ stays in positive holistic experiences has been since its inception a distinctive tool par excellence, which fortunately makes increase the number of hotels that implement it, as well as of we hoteliers, researching for a better developing of this fascinating topic.
Experience design is the conception of hotel services as transmitters of stimuli, whose interpretation generates emotions and positive feelings in guests who receive them. Hotel services are carried out by the Hotel employees, which become key managers of the guest experience.
Nevertheless, it is known that denial is one of the most common responses of any human being opposite to a proposal of change so that the most successful way to add collaborators is viewing the great benefits that the design of holistic experiences provides both guests and hotel workers.
By user experience design, friction is defined as interactions that inhibit people from intuitively and painlessly reaching their dreams within a digital interface. Friction is a prime trouble because it ends in bouncing, reduces conversions, and frustrates would-be clients to the point of abandoning their duties. Nowadays, the most a success virtual reports have emerged out of focusing on lowering friction inside the user adventure, consisting of Pinterest, Uber, Mailbox, and Tinder. Spotify currently introduced a brand new touch preview function that leverages faucet, preserve and swipe gestures to lessen friction in discovering and liking songs. The strategic layout choices these groups have made have exponentially multiplied person adoption and engagement.
In reality, a continuing, frictionless user enjoy has now come to be the new fashionable: the minimal to be applicable within the speedy-paced world of generation. Gartner predicts that with ongoing opposition there will be an extra fast alternate in person revel in innovation over the subsequent five years than inside the preceding 25 years. mastering the art of lowering friction thru a mixture of design and engineering creates a widespread aggressive gain, particularly whilst using early consumer adoption and boom. it can be pivotal within the success of a generation organization.
The hospitality market remains one of the maximum aggressive in the modern-day monetary scenario. Due to this, the resorts are engaged in the pursuit of commercial enterprise strategies that permit differentiating their product and related services of the growing pool of gives and hence seize the attention of recent customers.
The hotel guest experience, whose important objective is to transform the visitors’ remains in fine holistic studies has been because its inception a specific tool par excellence, which happily makes boom the wide variety of motels that enforce it, in addition to of we hoteliers, gaining knowledge of for a better growing of this captivating subject matter.
Enjoy design is the conception of resort offerings as transmitters of stimuli, whose interpretation generates emotions and advantageous emotions in guests who acquire them. Motel services are completed by means of the resort employees, which become key managers of the visitor revel in.
Though, it’s far regarded that denial is one of the most common responses of any human being contrary to a suggestion of change, so that the most a hit way to feature collaborators is viewing the outstanding benefits that the design of holistic reports gives each visitors and hotel workers.
Six design elements that supercharge guest experience
Winning features, says Black, go well beyond the basics, like a positive check-in experience and fast wifi.
“Some things are simply non-negotiable in today’s hotel design,” he says. “But forward-looking hotels are bringing that ‘extra’ element that guests are seeking, from the lobby to the guestroom—and all the connected spaces in between.”
Here are six key focus areas to create that winning experience:
- Deliver a distinctive guestroom.
Size isn’t everything in today’s guest rooms—in fact, many of the new brands are creating smaller rooms with a comfortable bed, great shower and lots of technology to appeal to a new kind of traveler. Brands are also getting more creative with guest bathrooms, from a focus on innovations in the shower including see-through, “exhibitionist” showers, to unique finishes, to a great vanity experience that gives guests a special space to get ready for an evening out. Bathrooms from AccorHotels, which owns the Fairmont, Raffles and Novetel brands among others, feature rain showers, soft lighting and music.
- Rethink the hotel lobby.
Many hotel lobbies were once merely an attractive, even grandiose, place to sign in, and then leave as quickly as possible. Today, however, owners and brands are finding value in focusing on the entire lobby experience, which is designed to improve guest experience, drive greater food and beverage revenue, and provide a fun and interesting co-working environment—even at expense of the guest room square footage.
“The lobby is becoming a vibrant communal gathering area, where people can work, dine, eat and socialize,” says Black. “Some hotels are also using lobby design to create a gateway to the local community, carving out space for local art exhibits, performances and social gatherings that enable guests to easily connect with the neighborhood.”
- Feed their appetite—and their palate.
Great food is increasingly on the menu at hotels for good reason. It’s become easier for even the busiest travelers to check their smartphone for the closest restaurant and go elsewhere. So, to keep those dollars in the hotel—while providing another experience that keeps guests coming back—hotels are offering on-site cafes featuring local cuisine from outsourced restaurant groups, as well as convenient and freshly made grab-and-go options which offer a great alternative to room service. Gourmet menus are no longer the domain of five-star hotels either, with mid-market hotels upping their game for both food and service.
- Appeal to the modern worker.
Today’s mobile and collaborative business travelers are turning their backs on cold, sterile business centers or the prospect of working alone in their rooms in favor of areas where they can easily connect with other guests or colleagues. In response, hotels are designing communal spaces as multi-functional areas that can support lounging, networking or headphones-on work. Others are going even further, offering modern, highly connected co-working areas.
- Invest in technology—and be ready for change.
The right technology is a must for all modern hotels. Mobile apps, for example, can help streamline check-in as well as improve insights into guest satisfaction and preferences. And smart tech such as tablet-controlled lighting systems, and motion sensors that control heating levels merge function and style while adding to guest comfort.
Hilton just unveiled its plans for their new Smart Room rollout for 2018. Their app allows a guest to control their room’s thermostat, television, and other amenities via their mobile phones while also capturing guest preferences.
Marriott, meanwhile has created a smart guestroom lab to test technology that would let guests control everything from the shower temperature to the color of the light with the sound of their voice. The smart hotel rooms include devices and amenities that respond to individual guests and are customizable based on their preferences.
But technology changes fast. “What’s hot today may be stale tomorrow. Owners and brands that want to stay ahead must build flexibility and bandwidth into renovation and development plans from the earliest stages,” says Black.
- Make fitness amenities easy and inviting.
Exercise is part of many people’s daily routine even when they’re on the road – and dingy basement gyms with outdated equipment just won’t meet their needs. A modern fitness center with equipment that’s found in health clubs makes a difference, as does natural light and thoughtfully planned space for other activities, such as yoga or Pilates. Some hotels are going further with rooftop yoga classes, running sessions and even in-room fitness equipment from the likes of Intercontinental Hotels EVEN brand.
While there are endless ways for hotels to stand out from the crowd, the key is to meet guests’ needs through positive experiences rather than gimmicks. “The simpler and more connected you can make their experience, the higher chance of winning back future visits,” concludes Black.
Whilst there are countless ways for hotels to stand out from the crowd, the secret’s to fulfill guests’ wishes through wonderful experiences in preference to gimmicks. The simpler and more connected you can make their experience, the higher chance of winning back future visits.