Succeeding in a Boom
or Bust
Implementing Branded Guest Experiences
for the Hospitality Industry
Market Landscape
In correlation with the current
economic crisis, leisure travel, business
travel, meetings and groups travel are
all in decline in what the hotel industry
is calling the worst hospitality recession
in two decades.1 For 2009, estimates
project a 9.8% year-over-year decline in
revenue per available room (RevPAR), a
6.5% decline in occupancy and a 3.6%
decline in average daily room rate
(ADR). Through the first quarter of
2009, actual results were below
estimates with RevPAR down 17.7%,
occupancy down 10.9% and ADR
down 7.7%.2
TOGETHER.
FREE
YOUR
ENERGIES
Hospitality Services
Foundational
Foundational Element
Element
Technology Portfolio
Technology
Portfolio
Business Process
Standard Experience
Business
Processes
Guest Interactions
Employees viewed as a
commodity with no differentiation
of rewards based on ability to
impact the customer experience
Guest
Interactions
The Approach
Capgemini has developed an approach
for collaborating with organizations
across various industries to develop and
implement successful branded
experience programs. We ensure that
each program is customized and
aligned to fit the strategic objectives of
our clients organization.
Enhanced
Efficient
High
Semi Closed-Loop
Guest Lifecycle
BGE Closed-Loop
Guest Lifecycle
Source; Capgemini
Hospitality Services
Figure 3: The BGE Guest Lifecycle & Emotional Connection Opportunity Examples
Ability to attach
laptop to plasma flat
screen with HDMI
cable, in-room
assistance
Mobile Application
for easy
reservations via
PDA
Make
Reservation
Research
hotel/offers
Check-In
Branded Guest
Experience
Stay
Check-Out
Satisfaction survey,
updated offers,
loyalty points
Source; Capgemini
Voice of the
Guest
Sessions
Goal /Objective
Defining
Prioritization
High Frequency / High Priority Guest Journeys
Lifecycle
CRM Custo
Stage FrequencyPriority Princi mer I
ple want
Internal Interviews
Data Analysis
Target
Analyze
Assessment of
Pivotal BGE Roles
Competitor
Benchmarking
Gaps
In Current
State
Segment
Prioritization
Employee
Focus Groups
Future
State
Guest
Experience
Validate
Initiatives
To Drive
New
Guest
Experience
Initiatives
Prioritization
Validation
Session
Emotional Connection #2: The room itself brought Georges experience to the next level.
Most exciting was the 42-inch plasma flat screen with a HDMI cable that enabled him to
attach his laptop and view his favorite TV show that he missed online via the hotels free
hi-speed Wi-Fi service. When George had trouble connecting his laptop, he only had to
select the send help button on the TV and within minutes, a hotel technician arrived at
his room to assist.
Emotional Connection #3: To ensure that George was aware of the hotel brands other
properties, the hotel included a list of all of their properties within close proximity to the
offices of Georges company in his stay receipt e-mail.
With this information, the hotel came much closer to securing Georges loyalty to the hotel
brand and their properties across the globe. All in all, the experience went above Georges
expectations as promised and he was sure to stay at the hotel the next time he was in town.
Starkov, Max, and Mariana Mechoso. "Getting Back to the Basics Part II: Case Studies & Best
Practices from the Hotel Internet Marketing Trenches." HospitalityNet. 8 May 2009. 14 May
2009 http://www.hospitalitynet.org/news/4041312.html.
"STR Releases Updated Projected for 2009 and 2010." HotelNewsNow.com. 03 May 2009.
STR. 15 May 2009 http://www.hotelnewsnow.com/Articles.aspx?ArticleId= Barlow, Janelle,
and Paul Stewart. Branded Customer Service The New Competitive Edge. New York: BerrettKoehler, 2006.1081&ArticleType=0.
Barlow, Janelle, and Paul Stewart. Branded Customer Service The New Competitive Edge.
New York: Berrett-Koehler, 2006.
Mark Landry
Vice President & Lead
North America Media & Entertainment Group
Capgemini
818-736-8130
mark.landry@capgemini.com
Dennis Ortiz
Manager, Media and Entertainment Group
Capgemini
917-880-8266
dennis.ortiz@capgemini.com
Nick Dryfuse
Principal, Media and Entertainment Group
Capgemini
202-441-1477
nicholas.dryfuse@capgemini.com
Copyright 2009 Capgemini. All rights reserved.
TME_BRGTEXPOV_072009_036
www.us.capgemini.com