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The hotel experience: Between tradition
and globalization
Client: A prominent hotel company
Today, hotels are providing guests with experiences instead
of rooms. The options they have available for doing this are
infinite, but so are the risks associated to it. The more
knowledgeable hotels are about a market, the less risky those
decisions will be. For this reason, major hotel companies
spend considerable effort understanding local customs, traditions
and lifestyle of the people who use their services.
DSR helped a mayor hotel chain understand the lifestyle of
business travelers in different cities throughout Latin America
(Lima, Bogota, Sao Paulo and Mexico) with a special interest
in small, boutique hotels. Using video ethnography, interviews
and scenario development with hotel employees, customers and
the decision makers inb the tourism industry we were able
to decipher behaviors, values, needs and other characteristics
of business travelers.
Understanding these issues made possible a model of attention
and customer service to be used with this special, demanding
and profitable type of user. The results also informed the
image guidelines to be used for every country-achieving convivial
of local values and global needs.
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