Samenvatting

After reopening in March 2022 Sir Adam Hotel has been dealing with a declining guest satisfaction rate of 5,6% while providing the same guest experience. Studies have shown that this is caused by the increase of negative psychological effects which are caused by COVID-19. Resulting in complained behavior as the consumers product needs has changed. With product needs changing a critical analysis of the guest journey is required, as the journey describes the key moments from end to end across the experience. Due to the lower satisfaction rate of the individual consumer as well as accessibility of changing their guest experience, the thesis will focus on the Individual Leisure and Individual Corporate guest.

Analysis of the current guest journey in Sir Adam Hotel show little moments of truth meaning that Sir Adam Hotel is missing out on key events that provide the guest with a sense of personalization and enough opportunities to form an opinion about the brand. Combining this with a trend that uses high tech and high touch to design an emotional experience by personalization the main research question will be:

How can Sir Adam increase their guest satisfaction with the use of a personalized guest journey.

Literature showed that the solution should interact with the moments of truth by creating personalized wow moments. Furthermore, research shows that a wow moment can be reached when implementing a multi-sensory experience that is distinctive and positive. When implementing the correct stimuli in the guest journey it should give the guest a sense of belonging, trust and understanding creating a deep personal and emotional relationship with the guest.

During the methodology stage, the two samples of the population have been selected with the use of non-probability sampling. The guest checking out at the desk represent a combination of Convenience and Voluntary response sampling. With the use of a longitudinal survey (i.e. a Cohort) qualitative data will be collected with the goal to find an answer on the main research question

The results of the survey showed that, for the individual leisure guest some of the moments of truth are similar to the individual business guest. The leisure guest creates a positive association when:
• Receiving high quality service from kind staff,
• The guest remembers the hotel based on the funky design and view of Amsterdam.
• The leisure guest expects the hotel to be clean and would find their wow moment when receiving free access to the rooftop.

The Individual Business Guest creates the same positive association when it comes to the service quality and hotel design. The business guest, however, has a need for high quality sleep and will find their wow moment when finding a space to work without music. After consulting FOH management, there was made the decision that creating a wow moment for the Individual Business Guest would be more technically feasible and economically interesting for the hotel. Therefore, the solution will focus on the individual business guest.

The Co-Working Spaces will form the solution to the wow moment that is required in a personalized guest journey. For the individual business guest, the multi-sensory experience will provide a feeling of understanding, being heard and ultimately the guest feels a personal relationship with the hotel.