Guest Experience Design in Hotel Industry

The purpose of this paper is to provide a business case for experience design services in the hotel industry in North America. The business case is built upon primary and secondary research that describes value chain, structure, performance measures of the hotel industry and estimates potential market for design services. Additionally, project reviews experience design discipline itself and role of participants in creation of guest experiences. Findings of the paper include recognizing opportunities for experience design offerings in hotel industry. Challenges in current solutions include lack of guests? perspective in design and inconsistency of the experience. Experience design creates a coherent and engaging experience by focusing on guests and their needs, and by taking into account all the experience components. It adds value to hotel industry by offering a means to differentiate, build loyalty and satisfaction, increase revenues, and eliminate amenities creep. Potential customer segments are hotel brands and owners.