AURA
Envision the future of hospitality and the implications to issues of authenticity in experience
Service Design, RCA; Victoria, Hsiao, Wei-Teng, Willa
Client: Hotel ICON, Hong Kong
BRIEF: AUTHENTICITY IN THE FUTURE OF HOSPITALITY
This project is about reimagining the future of the hospitality experience and perhaps the industry itself, through gaining insight into what the meaning of authenticity is and to test whether or not the experience of authenticity can be transformative.
The forces that are transforming this sector relate to both the nature of market demand, as well as to the supply of hospitality services. There are major demographic, economic and social trends; rising environmental concerns by customers as well as the industry. We are witnessing the emergence of new technologies radically transforming the industry in both the nature of the services it provides, as well as how and who provides those services.
In view of hotel ICON’s upcoming renovation in 4-5 years time, consider how the concept solutions prepare for the new guest experience. Consider if these proposals could also apply to related sectors such as health and hospital care, hospices, transportation etc.
Fundamentally, consider if by designing and manipulating the hospitality experience, can we still claim it to be authentic?
HOTEL ICON
ICON is a teaching and research hotel that integrates learning and practical training in a fully operating-service environment. It’s make up of both commercial and educational purposes makes Hotel ICON unique.
The vision is to be a role model in the hotel industry, through being open, collaborative & sharing, showing care in people and investing in talent through encouraging learning and experimentation.
FUTURE OF HOSPITALITY
In hotel industry, hospitality is vitally important. Hotels need to keep guests engaged in order to keep them coming back for the business to grow and prosper. Hence, hotels put a high premium to make their stay as relaxing and as comfortable as possible, almost like never having left home.
We discovered that hospitality changes its definitions in different generations, according to people’s desire, satisfaction. In other words, “the future of hospitality” is shaped by the major consumers in the future of tourism, which are millennials. Hospitality is evolving and expanding following guests’ tastes. By year 2020, millennials will make up 50% of travelers. It is predicted that by the year 2020, they will make up 50% of travelers, and they are looking for authentic experiences that they can trust.
As such, it shapes the things they want out of an experience - something that is unique, cannot be duplicated, can be captured and shared instantly. They crave authentic experience. Therefore, hotels must convince these new customers that they are being genuine and honest about their values and their purposes.
In this respect, authenticity has become the “new hospitality” for the future of hotels.
The Future of Hospitality is AUTHENTIC,
Aura is about emanating a genuine touch in the Hotel ICON experience, manifested through employees’ transformation and developing a work culture consistent with values of trust, transparency and empathy.
We believe that an authentic guest experience is one that is personalised, inimitable and unique to the person alone. This happens through the interactions with service staff. Since authenticity is a fluid concept based on individual experiences and up to personal interpretation, it cannot be designed, but conditions can be created to trigger it.
Therefore, we propose changes in 6 key areas for authenticity to materialise. When an organisation is aligned from its core goal and vision through to its structure, culture and employee experience, this ultimately translates to the service guests receive.
Holistic change model - 6 Key areas
For authenticity to materialise, we propose that change should be carried out by first having new measurement of success that reflects holistic indicators for all rounded staff development.
Second to create a culture that is aligned from its core goal and vision through to its structure and employee experience by having a system of support.
Third is to build team spirit within the departments to increase opportunities for staff to interact with one another,
Fourth, to have an integrated system tool where all departments use the same platform for more seamless workflow.
Fifth, to encourage a move interdisciplinary way of thinking by encourage cross department way collaborations.
Sixth, to design a more open and conductive workspace to facilitate above and essentially, to help staff be more effective and productive at work.