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Design thinking is a problem-solving approach that puts the guest at the centre of everything. By applying empathy, experimentation, and iteration, hospitality brands can create more meaningful, memorable experiences for their guests. In the UK, this is becoming more important than ever, with 85% of consumers saying that the overall guest experience is just as important as the quality of the products or services being offered.
In fact, hospitality businesses that invest in design thinking are seeing measurable returns. According to a recent study, hotels that prioritise the guest experience have an average of 36% higher occupancy rates than their competitors. Additionally, 87% of customers say they’re willing to pay more for a great experience.
Focus on the guest journey. Map out the entire guest journey from start to finish and identify pain points and areas for improvement.
Emphasise human interaction. While technology is important, hospitality brands should focus on creating opportunities for human interaction, such as personalised greetings or hand-written notes.
Create emotional connections. Guests are more likely to remember experiences that evoke an emotional response. Hospitality brands can create emotional connections by incorporating elements of surprise and delight into their experiences.
Iterate and experiment. Design thinking is an iterative process, and hospitality brands should be willing to experiment and try new things. This can be as simple as trying out new menu items or redesigning the lobby to create a more inviting atmosphere.
Now, let’s dive into the practical application of design thinking in hospitality.
At Maya Hospitality Agency, we believe that one of the key elements of design thinking is empathy, and this is particularly important in the hospitality industry, where guest experiences are paramount. By understanding the needs and desires of our guests, we can create more memorable and impactful experiences.
In the UK, the hospitality industry is a significant contributor to the economy, generating £72 billion in 2019 and employing over 3.2 million people. However, with the rise of online reviews and social media, guest expectations are higher than ever before, and the pressure is on for businesses to deliver exceptional experiences.
This is where design thinking comes in. By putting ourselves in the shoes of our guests, we can identify pain points and areas for improvement in their experience. This can range from the layout and design of the physical space to the efficiency of service and the quality of the food and beverage offerings.
According to a survey by CGA and Fourth, the top factors that impact the guest experience in the UK are quality of food (70%), cleanliness (62%), and speed of service (60%). By focusing on these areas and using design thinking to identify and address any pain points, businesses can improve guest satisfaction and drive repeat business.
Design thinking also encourages innovation and creativity in problem-solving. By approaching challenges with an open mind and a willingness to experiment, businesses can create unique and memorable experiences for their guests. For example, creating themed events or offering bespoke experiences can set businesses apart from their competitors and build a loyal customer base.
In conclusion, design thinking is a powerful tool for businesses in the hospitality industry to create memorable guest experiences. By focusing on empathy, innovation, and problem-solving, businesses can improve guest satisfaction, build brand loyalty, and ultimately drive revenue.
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2024 Maya Hospitality offers a comprehensive suite of services including Hospitality Consultancy, Branding and Design, Experiential Activations, Web Development, Social Media Management, Content Creation, and Bums on Seats Campaigns.
Established in London by a team of hospitality experts with over four decades of experience, ranging from running one of the best experimental bars in the world, luxury hotels, Michelin starred restaurants and members clubs to working with some of the biggest names in the business. Our unique approach combines industry expertise with creative innovation. We focus on delivering measurable results and bespoke solutions that align with your business goals. Discover our work.
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