AMANDA SAYERS
STRATEGY & INNOVATION DESIGNER
LUXURY
LIKE HOME
BVLGARI HOTEL x DOMUS ACADEMY
SERVICE DESIGN
OCTOBER 2019
"Home isn't a place,
it is a feeling.
Home is Bvlgari"
Our concept embraces the hotel's 'informal yet impeccable' luxury service and plays off our finding that the key to repeat customers is the hotel's ability to feel like a second home.
Our strategy re-positions Bvlgari from luxury hotel to luxury home away from home, by introducing simple touches and creating an intimate atmosphere.
We were one of the top groups selected to present our concepts to all the General Managers of Bvlgari hotels worldwide!
[Full presentation here]
details.
Amanda Sayers, Azra Gur, Silpa Chacko & Sanyukta Rajkhowa
Team
Brief
Help Bvlgari Hotel Milano track and identify potential pain points in their consumer journey and propose a series of feasbile, cost effective and tech-free solutions.
My Role
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Instagram research & analysis of customer reviews
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Strategy development
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Facilitated team ideation sessions
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Presented concept pitch to all the Bvlgari global General Managers
Learnings
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The simpler the better
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It is okay to ditch ideas that aren't working
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For a hospitality project, it is important to get out and experience your surroundings for inspiration
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Starting with a good strategy helps focus your work
process.
01 Research
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Interviewed staff
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Many hotel coffees while people watching
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Digital ethnography
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Customer reviews
02 Define
Spotted that the key motivation for repeat customers was the hotel's ability to feel like a "second home"
03 Ideate
Team brainstorms on several new simple ideas we could implement and honed down to find our best ones
04 Prototype & Test
Tested if our ideas were effective by running them through mock customer journeys for the different consumer profiles