Case Study

Providing an authentic personalised local experience for guests

Quest Local Experience Cover

Overview

Quest Apartment Hotel has recently launched a new campaign ‘As Local As You Like It’ - with the purpose of inviting guests to check in and  check out the heart of the local scene.

As a majority of the hotel is owned by individual franchisee, guests will be able to benefit from the authentic local knowledge of the Quest business owner, giving them the opportunity to connect with ‘never-would-have-knowns’ and hidden gems that every destination has, if they just know where to look.

💻 Figma File

Design challenge

We needed to design a digital local experience page where guests can discover the top things to see and do at their destination, as curated by the business owner. This page is hidden from the public and will only be available to guests after they have booked a stay with the hotel.

The page has to allow business owners to create and upload content easily on the CMS. The designs must also allow each property to customise the visual representation on the pages based on their unique locality.

Approach

As their digital agency, we began by meeting the agency behind the campaign to understand how we can utilise the new visual assets and translate them into the digital space.

We then had a follow up meeting with the stakeholders to discuss the requirements and deliverables to get everyone aligned to the same objective.

Guest journey

To create a more compelling and localised user experience for the guest, we created a guest journey - from the moment made a reservation, to their post stay experience.

This allowed us to identify and present local experiences that is curated to each phase in their journey.

What we measure

We also specified measurable data that will allow us to identify key areas for improvements and a better understanding of the guests behaviour.

Quest Local Experience Journey

Pre-arrival phase

A guest journey starts before they make their way to their destination. In the pre-arrival phase, we designed an email that contains personalised information that would be helpful to the guest making their journey to the Quest property.

The information provided in the email will contain useful tips that are only known to locals in the area in an authentic tone and messaging. We also start introducing them to experiences they would expect in each of phases in the journey map.

By having clear delineation between each of the sections, we are able to allow guests to navigate directly to the sections within the page and also track what phases are the guests most interested in.

Quest Local Experience Email

Arrival phase

At the top of the page, the guests is greeted by a personalised welcome message by the property owner along with their portrait.

We also added the functionality for the client to customise the colour and pattern depending on theme of the property type. In the example below Bondi Junction is close to the beach, so they would be able to choose the "Coastal" template which consist of the blue colour scheme and pattern of their choice.

Quest Local Experience Email

When a guest first arrives at a destination after a long trip, we know that a typical behaviour of a traveller is to drop off their baggages after checking in and heading out for a feed or a beer.

Having travelled some distance, we wanted to give them local experiences that are close in proximity to their destination. By having a map view with the top 5 attractions curated for them, guests are able to easily identify places that is convenient for them to visit upon arrival.

Quest Local Experience Top Attraction

As the guest are still in the beginning of their journey, we didn't want to overwhelm the guest with too many recommendation.

We designed a section that would introduce them to one key local attraction that they absolutely have to visit if they're in the area. Presenting too many attractions at this point of their journey didn't seem very personalise and we wanted to only highlight the one attraction that they would not want to miss out on if they were there.

To highlight the significance of this section, we incorporated the colours and pattern. This also allowed flexibility for the property owners to customise the page to their own property type.

During your stay phase

After settling into their home for the next days, we then present them with more options to keep them occupied with curated local attractions.

Quest Local Experience During Your Stay

Before you leave phase

Understanding the travellers behaviour, we included a final section that recommends places where they can purchase local made gifts to bring home to their friends and family.

To end the page, we included a final personalised messaging from the property owner to engage the guest to approach the staff members for more recommendations.

Quest Local Experience Before You Go

Understanding the travellers behaviour, we included a final section that recommends places where they can purchase local made gifts to bring home to their friends and family.

To end the page, we included a final personalised messaging from the property owner to engage the guest to approach the staff members for more recommendations.

Quest Local Experience Feedback Email

Post-stay experience

To understand how the local guide has helped with the guests' stay, we created a follow up email to engage them after they've completed their journey. This email would allow the guest to provide feedback on how helpful were the local guides and if there were areas to improve.

Quest Local Experience Final Designs

Outcomes

After conducting accessibility testing, only the darker colour palette passed. We created five templates for the business owners with controls that allowed them to customise the pattern and accent colour that is unique to their property.

The final design is fully aligned to their new campaign and provides a local and personalised experience for their guests.

See it in action here 👈