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The Belmond Goodbye. Amogh | Jaesun | Kyle
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Customer Experience
Guest Interviews
TENIELLE
WILL
NICO
BRITISH
LEBANESE
AMERICAN
HIGH-END REAL ESTATE
TRADER AT A HEDGEFUND
PROFESSIONAL STYLIST
RECENT BELMOND STAYS: Mount Nelson 2019 Copacabana Palace 2018
RECENT BELMOND STAYS: Castello di Casole 2018, Hotel Cipriani 2017 Sanctuary Lodge 2016
RECENT BELMOND STAYS: El Encanto 2018, Hotel Cipriani 2017
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Customer Experience
The Journey to Checkout Purgatory Anxiously return to your room to pack your bag
Triple check the room to make sure you haven’t left anything behind
Shuffle your suitcase(s) to the reception/lobby
Wait around behind other impatient guests
I do not want to talk about last night’s bill.
mistakenly be overcharged for a coffee you didn’t have on the 2nd day of your trip.
Wait while this is fixed
Finally pay thinking to yourself why then did you ask for my card details at check-in?
Leave your bag at reception taking your phone charger into your pocket as your flight is only at 7pm
Realise you forgot to use Anti-persirant
Liberated from your luggage yet anxious about having to float around
Unsure if the gym or Spa are still available to you
uncertain if you can relax by the pool
Then the waiter asks you for your room number at lunch and you have to explain you are no longer staying.
BUT I WAS A GUEST
And so the fairytale turns into an awkward purgatory
Unwelcome yet still willing to pay but unsure if that gives you a sense of belonging.
THE ACTUAL CHECKOUT MOMENT
Why do I even have to check out (or check in?)
End the Guest Experience. Goodbye or good riddance?
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Pain Points WANTS TO PROLONG EXPERIENCE
“ You go from being comfortably lost in time to being time sensitive”
Prolong Experience
Feeling Unwelcome
Uncertainty
Outdated Payment Method
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Pain Points FEELING UNWELCOME
“ I don’t know what features of the hotels I can and can’t use”
Prolong Experience
Feeling Unwelcome
Uncertainty
Outdated Payment Method
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Pain Points UNCERTAINITY
“ Am I still a guest after I check out?”
Prolong Experience
Feeling Unwelcome
Uncertainty
Outdated Payment Method
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Pain Points OUT-DATED PAYMENT METHOD
“Why do I even have to pay at the end if you have my card details already”
Prolong Experience
Feeling Unwelcome
Uncertainty
Outdated Payment Method
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Guest Needs - Post Checkout
Stay near the hotel
Kill time before his flight
The Belmond Locker
Freshen up before departure
NICO Last Day Needs
Time Sensitive
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“Why do I even have to check out?”
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RECEIVE FINAL TRANSACTION
HOTEL’S NEEDS
MANAGE OCCUPANCY
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Macro Context
AFFILIATES + PARTNERS LVMH BULGARI / CHEVAL BLANC
LVMH Ecosystem BELMOND DOES NOT EXIST IN A VACCUUM
BELMOND GROUP BELMOND HOTEL BELMOND STAFF
GUESTS
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Macro Context
RAW MATERIALS
PRODUCE
LUXURY 4.0
RETAIL
END TO END SUPPLY CHAIN OWNERSHIP
DIGITAL
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Macro Context
RAW MATERIALS
PRODUCE
RETAIL
LUXURY 4.0 + EXPERIENCE
END TO END SUPPLY CHAIN OWNERSHIP
DIGITAL
EXPERIENCE
= LUXURY 5.0
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Macro Context
Frontloaded Payments Swift change in technology Luxury is no different from Farfetch to Victor Jets, Uber to Artsy, Rolex to UBS
The global nomads and hyperconnected are no stranger to getting in online and paying through digital
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Macro Context
Ethical and Sustainable Tourism Recent trend towards moving away from generic allinclusive travel package holidays towards immersive local experiences which engage and enrich the local communities as a differentiator.
BELMOND ASIA PACKAGE
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Macro Context
Local Experiences As a Differentiator Recent trend towards moving away from generic allinclusive travel package holidays towards immersive local experiences which engage and enrich the local communities as a differentiator.
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Macro Context
AFFILIATES + PARTNERS LVMH
Local + Global Ecosystem BELMOND DOES NOT EXIST IN A VACCUUM
BULGARI / CHEVAL BLANC BELMOND GROUP BELMOND HOTEL BELMOND STAFF
GUESTS
LOCAL COMMUNITY
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What if checkout, was not Goodbye?
THERE IS AN UNRECOGNISED MILESTONE
This is an opportunity to delight
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Opportunity Statement
Can we encourage a sense of belonging, prolonged experience and certainty post your stay, whilst meeting the hotels’ needs to manage occupancy 
 and receive a final payment.
Prolong Experience
Feeling Unwelcome
Uncertainty
Outdated Payment Method
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Design Strategy
Recognise the final milestone and leverage local experiences as a differentiator.
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Beyond Belmond is a curated service of modular 
 local experiences designed to use hotels as hubs.
Service Features
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Curated Experiences
Hotels as Hubs
Local Partner Networks
Time Specific Options
Beyond Belmond is a curated service of modular 
 local experiences designed to use hotels as hubs.
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REMEMBER
Prolong Experience
Uncertainty
The Belmond Locker
Feeling Unwelcome
NICO LEBANESE TRADER AT A HEDGEFUND
Outdated Payment Method
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Guest Needs - Post Checkout
Stay near the hotel
Kill time before his flight
The Belmond Locker
Freshen up before departure
Time Sensitive
NICO Last Day Needs
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Guest Needs - Hotel as Hubs
Stay near the hotel
Kill time before his flight
The Belmond Locker
Freshen up before departure
Time Sensitive
Leverage Local Experiences
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Beyond - Service Features
Local Partner Networks
Curated Experiences
Local Experiences As a Differentiator
The Belmond Locker
Hotels as Hubs
Time Specific Options
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Developed Archetypes
EXPLORER Wants to maximise last day
RELAXER Wants to relax in the hotel
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Local Experiences
LOCAL
INDEPENDENT
TIME SPECIFIC
UNIQUE TO LOCATION
EXPLORER Wants to maximise last day
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Hotel Experiences
RELAXING
EASY
TIME SPECIFIC
UNIQUE TO LOCATION
RELAXER Wants to relax in the hotel
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Milestones: Area of Focus Full Guest Journey Home
Book
Travel
Final Day Guest Journey
Check in
Wake Up
Stay
Breakfast
Check out
Travel
Home
Check out
FINAL MILESTONE
Good Bye
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The BEYOND Procedure
EXPLORE LOCAL EXPERIENCES
LAST NIGHT
CHECK OUT MORNING
HEAD TO LOBBY
DROP BAGS
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2
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4
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Preauthorise Front loaded Checkout
Receive Email Reminder
Receive Digital Bill 
 via Email
Vacate Room
CHECK-IN
Be made aware of BEYOND
Book BEYOND experiences
Receive BEYOND Itinerary
Exchange Room Key for Hotel Key
Receive BEYOND Map
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EXPLORER
RETURN TO HOTEL
FINAL GOODBYE
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Use Hotel Key to Access Gym Freshen Up
Exchange Hotel Key for Luggage with Handwritten Belmond Tag
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The BEYOND Procedure
EXPLORE HOTEL EXPERIENCES
CHECK-IN
LAST NIGHT
CHECK OUT MORNING
HEAD TO LOBBY
DROP BAGS
USE HOTEL
FINAL GOODBYE
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4
5
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6 Preauthorise Front loaded Checkout
Be made aware of BEYOND
Receive Email Reminder
Book BEYOND experiences
Receive Digital Bill 
 via Email
Receive BEYOND Itinerary
Vacate Room
Exchange Room Key for Hotel Key
Receive BEYOND Map
RELAXER
Use Hotel Key to Access Gym Freshen Up
Exchange Hotel Key for Luggage with Handwritten Belmond Tag
Service Artefacts
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Frontloaded Payments
Hotel Key
Experience Planner
Personalised Luggage Tag
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FRONTLOADED PAYMENT A Simple updated process
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2 BENIFITS:
PRIVATE
FREES UP FRONTDESK STAFF
A SUBTLE DIGITAL NUDGE
INFORM GUEST AT CHECK-IN
PREAUTHORISED DIGITAL CHECKOUT
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HOTEL KEY
Hotels as Hubs
Encourages Increased Use of the Hotel’s Amenities
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BENIFITS:
ENCOURAGES INCREASED SPENDING
PROVIDES SENSE OF BELONGING
PROVIDES CERTAINITY
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EXCHANGE FOR ROOMKEY
BENIFIT DURING
EXCHANGE FOR LUGGAGE
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BEYOND PLANNER A Local Experience Catalog
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RECEIVED AT CHECK-IN
PLAN
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EXPERIENCES
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USED AS A MAP DURING LOCAL EXPERIENCES
Curated Experiences
The GoodbyeMoment
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A Non-Transactional Goodbye
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EXCHANGE LUGGAGE FOR HOTEL KEY
SCAN
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RECIEVE UNQIUE PERSONALISED OFFERS
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Goodbye can be Good Business. A Business Case
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Business Case
B2B REFERRAL
Informal business opportunity - formalised
SMALL % OF COMMISION*
REPEATED AND SCALED = ECONOMIES OF SCALE
*commonly used in travel & hospitality
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Business Case
Encouraging and promoting local partners
LOCAL
LOCAL HOTEL HOTEL
LOCAL
Benefits from trickle-down new source of revenue HOTEL
HOTEL LOCAL
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Business Case
Ethically Leveraging Local Ecosystems AFFILIATES + PARTNERS AFFILIATES + PARTNERS LVMH LVMH BULGARI / CHEVAL BLANC BULGARI / CHEVAL BLANC BELMOND GROUP BELMOND GROUP BELMOND HOTEL BELMOND HOTEL BELMOND STAFF BELMOND STAFF
GUESTS
GUESTS
LOCAL COMMUNITY
socially responsible revenue stream for luxury 5.0
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BE OUR GUEST