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The Striver’sJourneyThe Striver’sJourney

AMEA Consumer Insights

Find out what the Strivers are telling us by clicking on the Guest Journey Stages belowReminder: When you see this button click on it for more information


I would consider a hotel that...

Allows me to minimize travel time so I can maximize time for business

Reflects my status while also reassuring me on quality

Is well equipped and can address my needs when on travel

Rewards me and knows my preference

Maximises my dollar(small businessowner only)


Corporate Traveller or Small Business Owner

?

How I book depends on whether I am a...

Structured, streamlined approach.

Standard “menu” to choose from (options limited to corporate listing).

Booking typically done by secretary or travel agent

Booking typically self managed through OTAs.

Budget conscious and prefer looking through multiple sources of information to be sure they are getting the best deal


I’m a seasoned traveler and pride myself on being organised and well prepared

What’s inside my bag?


How do I get to the hotel?

Hotel Pick-up

TAXI

A hotel pick up is not something that I normally go for; I usually use public transport or a car hire service

TAXI


On my way to hotel...

I use the travel time to orientate myself and maximise my time through multi-tasking


Upon my arrival...

Hotel Service

Bring forward check-in to the Journey stage

To streamline the journey and deliver a more seamless process

Opportunity!

I just want to get to my room as soon as possible.

Check-in is usually a quick and standard process, I can do it on auto pilot mode


Ensure there is a way for me to check in (via mobile) without incurring hefty roaming charges

True convenience is when I do not have to stop at the check-in counter. If passport photocopy or credit card verification is needed, should be collected before I arrive

The Concept: Mobile check-in/ out


Leverage mobile apps to straddle multiple points of the guest journey

Opportunity!


Attentive, proactive and helpful staff

Luggage should reach the room before I do OR at the same time

Non negotiable

During the journey to my room...


The room takes on multiple roles during the course of my stayClick the buttons to find out the different roles the hotel room plays


At the core I use the room primarily for rest & relaxation

The room is my personal sanctuary where I can let my guard down and by myself

Unwinding usually begins once back in the room; focus is on exiting work mode rather than specific preparation for sleep

Having a drink (from the mini-bar)

Exercises, stretches

Catching up with family at home

Watching TV/ news, reading a book, listening to ‘light’ music, surfing the internet (SNS, personal emails, entertainment)

Praying/ chanting/ meditating

Taking a hot shower (or bath when esp. tired)

Interruption/ disruption during this process is not appreciated

Culminating into sleep

Application of creams, soothing lotions, etc. for the explicit purpose of ‘sleep’ is very limited


At the core I use the room primarily for rest & relaxation

The room is my personal sanctuary where I can let my guard down and by myself

Bedding and linen Good mattress (firmness, height); Soft, clean sheets; More than 1 – 2 pillows

Master switch for lights

Night lights/ lights with dimmers

Thick curtains to block out the sun the next morning

Minimal disturbance/ intrusion from, Room service , Noise (external or from within the hotel)

Room ambience Smell fresh – not musty or stale, smoke freeFreshly cleaned, hygienic room

Self sufficient ––> no need for room service Well stocked amenities e.g. sufficient bottled water, toothbrush and paste, shower cap, fruits , etc.

Basic expectations and fairly standard across brands Toiletries

Not be unbranded/ hotel branded ––> quality concernFamiliar brands ––> provides quality reassurance

Non negotiable

Wide variety of options, enables personal selection: Multiple pillow options in room (to experience them prior to selecting)Proper reading light when in bed Temperature control switch near bedside (without having to go to the thermostat) Multiple blankets of varying thickness

Entertainment options:TV – Channels variety; Single remote, easy to navigate; Remembering favourite channels; Adjustable angle of viewingRange of books, magazines Music system in the room Range of juices in the mini-barExercise mat/ exercise DVDs/ portable exercise equipment Complimentary calls homeChoice of aroma in the room Fresh flowers in the room Amenities to facilitate pray e.g. clean prayer mat, direction to MeccaToiletries from premium brands that are well recognized in the local country (Women only), Female butler on every floorHumidifierVariety of pajamas and bathrobes

Delighters

Note: Click on the coloured text for details on Strivers’ feedback


The Concept: Sleep Advantage

When I’m travelling on business, a good night’s sleep is essential to feeling at my best for a demanding day of work and sometimes it’s the little things which can make a real difference

At our hotels, we have our Sleep Advantage Program designed to help you get a good night’s sleep. Our contemporary white bedding and linens make our beds that bit more comfortable.Soothing scent bath salts can help you restore your body and mind. How about having a relaxing cup of tea, a milk or having a glass of wine just before you go to bed

Also, an aromatherapy kit includes a calming face/neck massage cream, a calming aromatherapy spray and a soothing foot and leg balm to help relaxation

A designated Quiet Zone guarantees no housekeeping during sleep hours and is fitted with quiet close doors to minimize noise disturbance

Other offerings to help you sleep well:Warming eye maskAromatherapy oilSelection of 6 pillows of different heights and softness that caters to different sleep posturesGuaranteed wake up callSleep tips booklet

Our hotels’ Sleep Advantage – thoughtful touches to help you wake up feeling fresh and energized in the morning

Expand Sleep Advantage to deliver a more holistic room experience focusing on rejuvenation

Opportunity!


Room as a space to regroup and centre:The focus is on organizing myself for the next task/ activity This is my “me time” and

I don’t appreciate any disturbance or intrusion

Highest significance is when they first enter the room, post check-in

Take time to relax and get organizedEnables them to ‘switch gears’ to focus on the business at hand Less relevant in the Middle East as they tend to operate at a more casual pace than the other markets


Room as a working hub:Extensive working in the room is usually sporadic and unplanned

When I work in the room, it’s usually about catching up on emails, getting organized for the day ahead or tying up loose ends from the business of the day


When traveling on business I need the hotel I am staying in to make it easy for me to get on with my work so that I can stay on top of things and feel well prepared

At our hotels, enabling guests to connect quickly and easily is our priority. This means that you will be able to connect all your devices in your guest room to our fast, free WiFi and you can stay signed on throughout your stay

You can also connect to our ‘One Click Printing’ and use our ‘pin and retrieve’ system to conveniently collect your hard copies from the secure , colour printer located in the lobby or business centre

Our desks now carry ‘global multi-plug sockets’ and ‘charging stations for mobile devices,‘ which means wherever in the world you are coming from, you can be confident you’ll be able to power up. The charging station will also be available by the bed so you can place your mobile device by your side while you sleep.

You can also easily borrow charging chords from our team should you forget yours

Our hotels’ Connectivity Enhancements - lets you work at the pace you are used to


The Concept: Connectivity Enhancement


Room as social space

Occasionally I do entertain and socialise with colleagues in my room


Room as a space to indulge myself

I’m staying in a 5 hotel, so I do expect that the room, especially the bathroom needs to deliver an indulging and pampering experience


Click on the buttons to learn more


I have informal meetings in the lobby sometimes. Lobby design and ambience are important because it reflects my personal/ company’s status

Only for business interaction guests

Meeting in lobby I don’t spend much time in the lobby, usually just as a meeting point or to check emails when free WiFi is offered in lobby and not in the room

Opportunity!

A business lobby differentiated from a ‘regular’ check in lobby

Quiet, not too crowdedFree Wi-FiPerpetual presence of staffs to assist Use of flowers arrangements or artistic displaysDates and tea

Non negotiable

Small alcoves/ work stations with sufficient distance between them Comfortable table and chairs for work Power sockets to charge laptopsOffer hands on service/ access to F&B options like tea, coffee and small bites Soft music Nice fragrance Provide opportunity to network e.g. networking sessions, live performances

Delighters


I set aside time to have a heavy and complete breakfast in the restaurant

I prefer to have a light and healthy breakfast. On domestic trips, I will usually pick up breakfast from a convenience store and eat on the go to manage my budget. On international trips, I will have breakfast in the hotel if I am not familiar with the destination

Breakfast is an energy boost to kick-start my day



A good breakfast sets me up for the business day ahead especially if I’m not sure when I’ll eat next. But even though breakfast is a priority, sometimes a busy schedule can make it difficult to find time to sit down in the restaurant

New ‘Breakfast to go’ options from our hotels have two options

Make your selection from the Breakfast To Go station and take your breakfast with you. It includes all your breakfast food favourites – hot and cold – as well juices, smoothies, coffee and teas all available in take-out cups

OR, if you are in a real rush, you can order your breakfast to go the day before and have it delivered to your room prior to leaving

Our hotels’ new ‘Breakfast to Go’ - a good breakfast that works with your schedule no matter how tight

The Concept: Breakfast To Go


Lunch is light to ensure a productive business session, dinner is casual and usually consumed out of hotel

I am usually conducting business outside the hotel during lunch time. I take this opportunity to sample the local cuisine

I usually prefer to have dinner outside of the hotel because it’s not as expensive and I get to enjoy a more authentic and cultural experience at the same time.I will only eat in the hotel out of convenience or if I am in a less developed country and not sure about food safety and hygiene.

LUNCH DINNER


Room service is usually used only as a back-up option

I call for room service when I’m too tired and want to relax in my room, or when I’m dining late at night



The Concept:Fast and Fresh Food Options

On a business trip, eating well is an important part of being at my best, but it can be frustrating having to wait ages for food when I’m hungry and tired or on a tight, business schedule.

Introducing ‘Fast & Fresh’ food options available throughout our hotels. It is selection of fresh menu options we promise to deliver within 15 minutes of placing the order. Mix of dishes, some lean and low fat, others substantial enough to keep you going – but all of them fresh, authentic high quality food.

Look for Fast & Fresh options on our menus when ordering in room, restaurant or the bar. And, if you haven’t eaten, it’s also easy to order when you check in.

We only include options which can be freshly prepared so that as well as being guaranteed to be with you within 15 minutes, they will also be good quality, satisfying food.

Whether you are after a light bite, or something warm and more filling, you’ll find it on the Fast & Fresh menu.

Our hotels’ new Fast & Fresh food options – making sure you can eat well whatever the time pressures.

Other services include: - The menu also includes drinks, with a selection of freshly prepared juices and smoothies.


I use the coffee shops or restaurants in the hotel for informal meetings with small groups of people for discussions that are not overly confidential in nature

Coffee shops and restaurants are used more often for informal meetings with small groups of people


When I’m on a business trip my schedule is so packed that I have no time to exercise

I go to the spa or for a massage to reward myself for a successful business trip.

Among females only

Even though I don’t use the fitness centre or spa often these are basic facilities that a 5 hotel must have

Exercising, going to the gym, eating healthy/ monitored diet, ensuring meals are consumed on time

Primarily associated with entertainment, relaxation and fitness

Limited to physical activities and relaxation:

Males: active physical activities like exercising to relieve stress and maintain health. Also includes entertainment like drinking, immersing in a bar environment etc.

Females: relaxation, rejuvenation and cleansing the body from the inside.


Wellbeing to me has elements of fitness, relaxation, food & beverage, as well as entertainment


I use the meeting rooms in the hotel when…

Meeting room usage:High demand and usage

Occasional usage

Little to no usage

The meeting room at local office is occupiedThere are confidential content to be discussedA projector or whiteboard is needed for discussionI don’t want to waste time on travelling



When staying in hotels for business, feeling on top of all of the little, practical things quickly and easily can really help to make a trip successful

Now at our hotels, all business guests are greeted by our new Executive ‘go to’ person. You can go to them with any requests for assistance during your stay and have complete confidence in them getting tasks done with diligence and speed. The Execu-tive ‘go to’ is also someone who can assist you when you are out of the hotel but need assistance

The Executive ‘go to’ can assist you with any concierge related support and business related support such as providing advice on local business practice or etiquette. And other useful services include:

Ground transfers (eg. Airports, buses, taxis, etc.) Connectivity knowledge, technology and mobile phone support (e.g. local SIM cards).Access to other business services (sending packages, translation and transcription).Knowledgeable restaurant and local area recommendations for client or team entertainment

Laundry and fashion/clothing recommendations and assistanceThe Executive ‘go to’ provides the practical, human support you need when you are traveling on business

The Concept: Executive Go To Idea most appealing in Middle East due to lack of local support and higher culture sensitivity BUT not seen to be differentiating from Concierge’s role


I cannot afford any delays duringcheck-out as I'm rushing for my flight


What we set out to doTarget guest understandingGain deeper insights about Strivers across AMEA

What are their values and aspirations?What drives them?How are they like when they travel for work?

Identify guest journey stages where Crowne Plaza can make the most impactUnderstand what the guest journey looks like for Strivers

What are their needs, expectations, and delighters at each stage?

Optimise Move Up concepts + Sleep Advantage program, and determine if regional adaptations are requiredConcept evaluation on:

Appeal, relevance, impact, uniqueness vs. competitor performance to prioritize relevant opportunitiesIdentify areas of improvement

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How did we do it?

Strivers

Mini groups

Countries

Stake-holders

7 10 150

1756

21Cities

Singapore

Bangkok

Delhi, Mumbai

Dubai, Abu Dhabi

Jedah, Riyadh

Tokyo

Jakarta (hotel staff interviews only)

1-on-1 depth interviews

1-on-1 depth interviews

travelling for Business Productivity and in some markets (India, Middle East) Building Business Interactions occasions

If you have any questions, or would like to find out more, please contact:Jasmine Yeo, Consumer Insights Manager (AMEA)

[email protected]

mailto: [email protected]

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