Concepting Plus Creative advisory report

Leerhotel het

Klooster

CREATIVE ADVISORY REPORT Cherin Riemeijer Michelle Klaassen Samantha Sterrenburg 2483866 2502496 2529157 Isabelle Cijsouw Megan Topp 2571064 2574195

INDEX INTRODUCTION INTRODUCTION CLIENT HIGHLIGHTS OF CONTEXT ANALYSIS VALUEFIT DORMANT CONCEPT AWAKENING CONCEPT DESIGN MAP BEFORE TESTING HIGHLIGHTS OF CONCEPT TESTING DESIGN MAP AFTER TESTING LIVING CONCEPT CONCLUSION

3 4 5 8 9 10 12 19 22 30 35

ATTACHMENTS CONTEXT ANALYSIS Bibliography Testplan and results individual parts

37 53 55 74

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INTRODUCTION This Creative Advisory Report was created for Leerhotel Het Klooster in Amersfoort, on behalf of the Fontys Academy for Creative Industries. The assignment that led to this report, was to create a new concept for Leerhotel Het Klooster. This concept had to be appealing in a way that more guests would visit the hotel.

Students of Fontys ACI were escorted on a tour through the monastery in which Leerhotel Het Klooster is based. From this tour it became clear that the organization behind Leerhotel Het Klooster was not very conscious of implementing concept thinking into the look of the interior and the activities that they execute. The building radiated many different styles that did not quite seem to fit together.

Because of this, research was done which led to the conclusion that Leerhotel Het Klooster had no idealistic vision and a reason why. This made it almost impossible for them to make choices, because there was no strong concept base to base these choices on. This is why, in this creative advisory report, the decision was made to create a completely new but fitting vision for Leerhotel Het Klooster. This vision is idealistic, has a broad approach, can be used in many different ways but is unique in a way that only fits Leerhotel Het Klooster.

This report shows the process that led to the creation of this vision and also the improvements of the vision and its concept carriers after the feedback that was received along the way. All in all we believe that this new vision will serve as a strong base to build upon in creating a complete experience for guests of Leerhotel Het Klooster.

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INTRODUCTION CLIENT Leerhotel het Klooster is a hotel, restaurant and education facility based in a monastery in Amersfoort. The building is surrounded by a forest and run by hospitality students of MBO Amersfoort. The vision of Leerhotel Het Klooster is: ‘Educating students in the hotel so that they will get a good job within the branche’. They are convinced that the right professional education forms the foundation for a successful career. Leerhotel Het Klooster finds that good education has to be connected with processes in the social traffic, work processes in companies and education processes in further education. The organization states that practical situations are crucial for joining the job market (Leerhotel Het Klooster, n.d.). Their mission is to educate students for the hotel industry. They offer young people the opportunity to prepare themselves for their social role as an employee, professional and a responsible self-conscious citizen. Their slogan is: ‘Leerhotel Het Klooster is more than a hotel’, because besides being a hotel, it is also a part of the education of the students of MBO Amersfoort (Leerhotel Het Klooster, n.d.).

The monastery offers various rentable rooms where small and large groups can hold meetings. Each meeting room offers modern facilities and support, such as Wi-Fi and food and drinks (Leerhotel Het Klooster, n.d.). Leerhotel Het Klooster also offers a wedding venue with a dinner buffet and/or sleeping accommodation for wedding guests and the wedding couple (Leerhotel Het Klooster, n.d.). In total there are nine rooms in which a meeting or event can be held. The most extraordinary one is the ‘Kerkzaal’ (church hall), which is a big and light hall where conferences, events and parties can be organized (Leerhotel Het Klooster, n.d.).

The monastery building has a monastery garden with a walkabout. There is a newer area that functions as a second courtyard garden, containing a terrace and herb garden that belongs to the restaurant. One half of the walkabout can be used as an exposition area which contemporary artists can use as a stage to show their art. During the opening of these expositions, students facilitate drinks and food for guests (Leerhotel Het Klooster, n.d.).

Overall, Leerhotel offers a diverse range of facilities. Its location, students and building make it a unique hotel concept, because this combination does not occur anywhere else in The Netherlands.

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HIGHLIGHTS OF ANALYSIS This chapter shows only the highlights of the context analysis that was used to develop a new concept for Leerhotel Het Klooster. These highlights are the most important and useful results of this analysis. The complete context analysis can be found in the attachments. The highlight results and analysis of the client form the base of the value fit, which can be found in the next chapter.

HISTORY OF THE MONASTRY

The monastery was founded in the fifties by priests. These priests began facilitating roman-catholic education for boys in a Dutch region that is known as ‘het Gooi’ (Leerhotel Het Klooster, n.d.).

In the mid-sixties, no new Dutch members joined the religious order, leading to four citizens of the monastery in 1999. To prevent not being able to manage the monastery, the priests left. With the arrival of MBO Amersfoort, the building still evolves around education (Leerhotel Het Klooster, n.d.).

SPIRITUAL ARCHITECTURE

The architect of the building was inspired by monastery buildings from the medieval time. The floor plan of Leerhotel Het Klooster has a traditional lay-out, where the building itself is situated around the monastery garden. The monastery garden is an important element in the spiritual function of the entire monastery because it symbolizes the biblical Court of Eden (Leerhotel Het Klooster, n.d.).

The building has a lot of mysterious hallways that can be discovered.

TARGET GROUP - BUSINESS TOURISM

Business stays include 40% of the entire number of hotel stays in 2015.Most foreign business travelers came from the United Kingdom, the United States and Germany. The average business traveler spends more than a leisure traveler. (de Bruijn et al, 2016).

Important activities among business people are: meetings and discussions with colleagues and business partners, conferences, congresses, trainings and incentives. They also spend a lot on dinners and lunches.

TARGET GROUP - ENERGETIC ELDERLY

It is expected that in 2020, 19,2% of all people in The Netherlands will be 65 years or older (Ouderenfonds, 2016).

Almost two third of the Dutch elderly is described as very active. These people do not feel old, enjoy life and are active online..

The amount of Dutch elderly going on vacation grew from 2,8 million in 2006, to 3,8 million in 2016.

Of these vacations, 51% was spent in The Netherlands. Elderly people with a small budget tend to go on short vacations in their domestic country as well (60-plus reizen, 2016).

TREND - GAMIFICATION

Playing and learning is a wonderful tool to use in the classroom. Gaming technology can make a difficult or boring subject fun and understandable.

Games can motivate students because they receive feedback immediately in the form of game scores.

This way, students will likely try to get the highest score. Gamification is already in use at schools and businesses, but future gamification will be more team based to increase interaction (Newman, 2017).

TREND - CO-EVERYTHING

There are more distinctive hotel concepts where the emphasis lies on collaboration and community.

In Los Angeles, an increasing number of hostels and co-living spaces are built. People sleep in the same room in their own bed and share all facilities.

This could take over Airbnb and HomeAway because some people feel lonely while staying at a place with no opportunity to meet others (Ting, 2017).

TREND - WELLNESS HOTELS

Wellness hotels are emerging all over the world.

These hotels offer services such as deep forest yoga healing sessions, exclusively vegan cuisine.

They offer the chance to strip to the bare essentials and learn how to be mindful and Zen for a certain amount of time. This form of hospitality occurs in resort hotels, urban hotels and business hotels (Puzcko, 2017).

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TREND - DATA IS EVERYTHING

The Airbnb Global Head of Hospitality stated that hotels are way behind data science.

Personalization is the next manifestation in the evolution of brands. This has become easier due to smartphones becoming a part of the customer.

The hospitality industry needs to respond by looking beyond the borders of their own industry to analyze what is happening, not only in hospitality and travel, but the entire world beyond that. .

TREND - FOCUS ON LOCATION

Local and shared experiences will be at the forefront of hospitality trends in 2017. A hospitality business should benefit from the local area. A location’s unique aspects can be brought into focus by create trainings for staff to get them up-to-date about local trends and spots for guests. This way the staff can have a positive impact on guests (Gaggioli, 2017).

TREND - EXPERIENCE IS KEY

An increasing amount of businesses and events are creating experiences to give their product an extra dimension. Experiences can be created by stories, videos and/or holograms, scent, touch or sound. To create an impact on visitors, their senses need to be triggered. The most important elements of experiences are the story and emotion that are linked to it (NBC congrescentrum, 2017).Airbnb recently started offering trips, such as tours and activities. Hotels could respond to this by paying more attention to the guest experiences inside, and outside the hotel (Ting, 2017).

TREND - SHARING & CONNECTING

At congresses and events, social media can be linked with the physical environment. For example, live chats and recommendations for workshops or presentations. Photos others take during this live chat are visible. There are apps created to connect with other visitors of the event or congress. This trend could be an interesting way to meet new people and create interactions between guests or visitors (Locatia Amersfoort, 2017).

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VALUE FIT TARGET GROUP

TRENDS

FROM THE GATHERED INFORMATION FOUND IN THE CONTEXT ANALYSIS WE MADE THE FOLLOWING VALUE FIT

ORGANIZATION

Sahring & Connecting

focused on location

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VALUE FIT

From the valuefit we concluded the following; We see that the target group wants a practical way to escape their worries in their daily lives. We believe that even daily activities can become inspiring when you find yourself in a unique environment.

Tagret groups.

The target groups we chose for our concepts are mainly business tourist/ people and active elderly people as these two are the two biggest target.

VISION - DORMANT CONCEPT From this, the following vision is formulated: “Inspiratie haal je uit het onbekende”, which translates to English into “Inspiration is drawn from the unknown.” We chose to write the vision in Dutch because the name and most communication expressions of Leerhotel Het Klooster are in Dutch.

In the context of Leerhotel Het Klooster, the daily activities that are described in our vision are sleeping, eating and having business meetings. Leerhotel Het Klooster serves as the unique environment for these activities. Leerhotel Het Klooster is situated in a hidden, mysterious and historical environment, which makes it unknown for visitors. By performing daily activities in this unknown environment, visitors learn to see seemingly normal aspects of life through a perspective they never knew existed. When leaving Leerhotel Het Klooster, they will return to their regular environments feeling inspired.

The word ‘inspired’ is used in this vision, because we think that ‘being inspired’ is important when learning new things. We think that learning does not only apply to the MBO Amersfoort students in Leerhotel Het Klooster, but also to the guests in learning something new in the unknown environment that Leerhotel Het Klooster has to offer.

“INSPIRATIE HAAL JE UIT HET ONBEKENDE.’

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AWAKENING CONCEPT Name: Leerhotel het klooster

Slogan

“waar het onbekende inspireert.”

“WAAR HET ONBEKENDE INSPIREERT.”

Leerhotel het

Klooster

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CORE VALUES NOSTALGIC

Leerhotel Het Klooster is Nostalgic because the building is an old monastery. The nostalgic atmosphere that this antiquity expresses is very important, because it can lead to inspiring moments compared to the technologies people are exposed to in their daily lives. The organization of Leerhotel Het Klooster stated that they think the nostalgic part of the monastery is very important to them.

INSPIRATIONAL

Our vision is: “Inspiration is drawn from the unknown.” We think ‘Inspirational’ is an important core value because inspiration can lead to new things. Being inspired is a way to learn something new. Leerhotel Het Klooster is inspiring because of its history and the fact that it is a place where people learn new things.

MYSTERIOUS

When visiting Leerhotel Het Klooster, a feeling of mystery emerged because of the history that is unknown to many people.

Guests have no clue about what is going to happen in the building or what has happened in these rooms in the past.

CURIOUS

To learn something from the unknown, or get inspired by the unknown, guests have to be curious enough to try to discover new things.

Leerhotel Het Klooster makes guests curious about what the history of the monastery looks like, how it is run by students and more. Curiosity is important in life and it is also very important on an educational level, because without curiosity it is difficult to learn something new.

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Voorblad

DESIGNMAP BEFORE TESTING

DESIGN LOGO

COLOURS

Leerhotel het

Klooster

LETTERTYPE ‘FELIX TITLING ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz PHOTOS

The photos will be in black & white to establish the nostalgic effect.

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WHY PURPLE? The colour purple stands for the unknown, the holy, the mystical, fantasy or mysterious. All of these words fit Leerhotel Het Klooster. A monastery is holy and mysterious, the building looks mystical and prickles your fantasy.

The colour purple also fits this new concept because of the vision’s focus on the unknown (KleurenPsychologie, n.d).

Here is a list of what people most often think of when seeing the colour purple; - Modest - Peace - Religion - The super natural - Sacrifice -Intuition - Sensitive to mood and setting

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INTERIOR

INTERIOR RESTAURANT

SURPRISE DINNER

SENCES SPA

HIGHTLIGHTS OF CONCEPT TESTING

HIGHLIGHTS TESTING We tested the first design map on eight persons. Five respondents are MBO students who are educated and working at Leerhotel Het Klooster. Apart from the students, one respondent is an employee of Leerhotel Het Klooster and two of the respondents are teachers. One is an MBO teacher of the Leerhotel Het Klooster and the other is an HBO teacher of Fontys ACI. The test plan is executed by having a conversational interview with the respondents. During this conversation we asked them different questions which will help us further developing our concept.The complete Testplan and results can be found in the attachments.

Looking at the similarities of the answers of the respondents, we see that every respondent agreed with the fact that Leerhotel Het Klooster is boring and old fashioned. It is thereby necessary to change the interior of Leerhotel Het Klooster itself, in a way that it becomes more modern.Other similarities were; THE BUILDING

The respondents indicated that Leerhotel Het Klooster has to make changes to make the building a more inspiring area. Working in a boring space does not affect their inspiration in a good way. In different environment: a more inspiring space, it is easier for them to feel inspired.

VISION

There were different opinions about the formulated vision. People found it a good vision, but there were also a few respondents who were not so sure if the vision would fit in Leerhotel Het Klooster. It is therefore important that the vision is fully implemented in every aspect of the concept, as well as the design which has to connect with our concept.

“INSPIRATIE HAAL JE UIT HET ONBEKENDE.’

LOGO

Leerhotel

Leerhotel

Klooster

Klooster

het

het

All respondents were enthusiastic about the logo. The most frequent chosen logo was the logo in 3D with the lines. More people chose this logo because they thought it was modern and clear because of the fine lines. The 3D logo without the lines was also popular. The respondents chose this logo because they thought that the logo without the lines reflects the unknown, which is part of the vision.

Evidently, this is what we want to express.

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THE INTERIOR

The respondents all agreed that the interior of Leerhotel Het Klooster cannot have too many dark colours. The reason for this was mainly because this way it could become too gloomy. They suggested combining the nostalgic style with modern elements and a lot of light and bright colours.

SURPRISE DINNER

The respondents were enthusiastic about the surprise dinner. Most of them thought it would be a refreshing idea that definitely would work in Leerhotel Het Klooster. The only criticism was that a surprise dinner must be performed very well and communicated clearly in order for it to be successful.

THE SPA

The test plan has shown that a Spa in Leerhotel Het Klooster would not be achievable. However, the test plan also showed that Leerhotel Het Klooster definitely needs more facilities and places for guests to relax. Respondents came up with ideas such as lounge benches, a drinking bar and massages. .

Leerhotel het

Klooster CHECK THE COMPLETE TESTPLAN AND RESULT IN THE ATTACHMENTS.

DESIGNMAP AFTER TESTING

DESIGN LOGO

COLOURS

Leerhotel het

Klooster

LETTERTYPE ‘FELIX TITLING ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz PHOTOS

The photos will be in black & white to establish the nostalgic effect.

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WHY PURPLE? The colour purple stands for the unknown, the holy, the mystical, fantasy or mysterious.

All of these words fit Leerhotel Het Klooster. A Monistry is holy and mysterious, the building looks mystical and prickles your fantasy.

The colour purple also fits our concept as we are focused on the unknown in our vision. (KleurenPsycholigie, g.d) Here is a list of what people think of when they see the colour purple; - Modest - Peace - Religion - The super natural.

- Sacrifice.

-Intuition - Sensitive to mood and setting

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INTERIOR

INTERIOR RESTAURANT

SURPRISE DINNER

RELAXING SPACE

THE SECRET BOOK

LIVING CONCEPT

INTERIOR

Leerhotel het

Klooster

Currently, the interior of Leerhotel Het Klooster is considered to be old fashioned, except the modern interior of the restaurant. A lot of furniture in the building is made from wooden materials and has dark colours. Unfortunately, there is not one style that is implemented throughout the whole building. Because of this, nothing seems to fit together which has a negative effect on the experience inside Leerhotel Het Klooster.

In order to create this complete experience in Leerhotel Het Klooster, the core values of the concept we created should be implemented into the interior and design. To match the core values and vision, the hotel rooms should have a mysterious appearance that is contemporary, but still leaves guests feeling nostalgic.

The main target group for this concept is business people. For these business people the building should be different from their regular environment, a place they don’t know or recognize. This unknown environment should be inspiring for them in their work. This unknown environment also has to grow a feeling of curiosity with the target group target group so that they will want to know more aspects, such as history, about Leerhotel Het Klooster.

To accomplish the effects as described above, the colour purple will remain in the colour scheme of Leerhotel Het Klooster. Purple stands for the unknown, the holy, the mystical, the fantasy and mysterious. All these things are fitting with the vision, core values and slogan that will be used in this concept for Leerhotel Het Klooster. Visually, the colour purple has to be seen in every room, even if it is just in small details.

Besides that, the interior should be modern with an old-fashioned touch. As can be seen in the design book, the hotel rooms should be clean, light and abstract, with a touch of luxury. But when guests walk through the monastery hallways or come into the meeting rooms, they should still have the feeling of a warm welcome even though the environment has a sense of mystery.

Working with light, patterns and warm colours such as brown and red will support that feeling.

In the end it is important that guests get a complete experience when they visit Leerhotel Het Klooster. So that when they are on their way home, they feel inspired, free of tension and restored.

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SURPRISE DINNER To complement the vision, the living concept of the surprise dinner was introduced. The surprise dinner is a new and exciting way customers can enjoy their food without seeing it because of a blindfold. This way, the food is experiences by the remaining senses. For example, the sense of smell and taste will seem to work better because the eyes are not there to help identify the food.

The surprise dinner fits the vision and all core values. Eating blindfolded will make guests more curious to what they are eating, because they cannot see it.

Evidently, they curious to know what it is about to be on their plate next. It is also very mysterious, for the obvious reason that they cannot see the food that is on their plate. The food that they will be eating next is always a mystery. The surprise dinner is inspiring because it gives guests an experience they are not likely to have in their daily lives. This living concept also fits the last core value, nostalgic, because the taste and aromas of the food might bring up old memories of guests. Guests can talk with others about this experience and about how they experience each taste differently.

The surprise dinner fits the chosen target group because it would be useful for team building activities. It is also an entertaining activity for a regular guest outside of a business context. Even for small groups, the experience is something entirely different and unknown for most. People like to try new things and experience their dinner in a different way than usual. For business people, the team building aspect is very important. Colleagues get to know each other even better when they are blind folded and trying foods that they might have never eaten before.

Besides that, the surprise dinner is also a great way to communicate with your colleagues, family or friends in a different way. Your non-verbal communication won’t help you while telling the story, so everything has to be explained very detailed and clear. This will bring you closer to each other because you are going to see people in a different way and you have to put more effort into the conversations.

Leerhotel het

Klooster

ROOM FOR RELAXTION

Leerhotel het

Klooster

Leerhotel het Klooster is more than only a hotel to sleep. You can have a dinner, meet up with other businessmen/companies and you can even marry in the beautiful environment.

The target group we chose for this concept are the businesspeople. They are using Leerhotel het Klooster a lot for meetings, dinners or only to sleep.

The one thing that they can’t do during their busy days is relaxing. There is a coffee room where you can sit down for a minute, but it’s an open space where anyone can pass by. Research has shown that the percentage of burnouts in business circles every year increases a lot. In 2016, 42 percent of all notifications were found with a burn out while in 2014 it was 32 percent. A burn out cause many problems. The absenteeism cost employers annually 11 milliard euros and 70 percent of the burnouts lead to lasting disability (Rtlnieuws, 2017). It is thereby necessary that we have to avoid the things that will lead to a burn out. With more relaxation and zen moments, you can find your inner peace and thereby reduce stress (Lentis, n.d.)

Because of that, we want to create a room for relaxation. In this room you can hide for a while, get a massage from a masseuse or in a massage chair, chill on lounge seats or just enjoy the silence.

The most important thing of the room is that you can escape of the feverish of every day. That you realize there is more than working; spending some time with yourself.

There will also be a bar, where you can order the drinks you like and can meet up with people if you want some distraction or just to do some networking. Eventually, it is just about relaxing and having time to yourself.

This concept matches with the core values ‘inspirational’ and ‘curiosity’ and also fits our vision perfectly. This concept matches with the core value ‘inspirational’ because when you are in a relaxing mood and when you feel enlighten again, you will be a lot more inspired with new ideas. This because you had the change to empty your mind and to see things with a proper point of view. The relaxing space is also for new guests an unknown space, which will lead to curiosity. If you are curious, it says that you are open to learn new things. Because of the fact that we also want to inspire the returning guest, we want to work with objects or themes which we can switch easily.

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THE SECRET BOOK

Leerhotel het

Klooster

The last living concept that is described in this creative advisory report is something that is meaningful and useful to every visitor of the hotel. Whether they are staying the night or only attending a meeting, the guests should receive something special. This is why the Inspiration Diary was created.

Whenever guests check in, they receive the key to their room. For this living concepts, guests receive a second key when they check in. This second key is bigger than the room key and looks old and mysterious. This will raise a feeling of curiosity with guests, because its purpose is unknown before they enter their room. In their hotel room, they will find a small diary with a lock. This diary can be opened with the second key. In the diary, there are some (inspirational) quotes and some history and information about Leerhotel Het Klooster.

Guests who are not staying the night can receive this Inspiration Diary as well. All guests that attend a meeting or congress in one of the meeting rooms, get this key as well. When they enter the meeting room, each guest can grab their own Inspiration Diary to write notes, and bring it with them when leaving Leerhotel Het Klooster.

This concept fits the vision because it covers all of the core values. It is mysterious because guests do not know what the purpose of the key initially is. It is inspiring because the book contains various inspirational quotes and diaries in general are often used to write down ideas, thoughts and inspiration. It is nostalgic because writing in a diary could remind guests of a diary they had when they were a child. The old and mysterious appearance of the key speaks to this core value as well. It could remind people of old and nostalgic buildings where such keys were used.

The Inspiration Diary fits the target group because a book to write down notes and ideas in is very useful before, during and after meetings, or even outside a business context. Because it does not necessarily have business purpose, it could also be used by other guests of the hotel, who want a nostalgic looking souvenir to bring home after their experience in Leerhotel Het Klooster.

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CONCLUSION Leerhotel Het Klooster could be more successful if they follow the advice given in this report. Firstly, we looked at the vision and created a new one that still fits the hotel. We gave Leerhotel het Klooster a few new core values that match the vision. This new vision and the new core values create an air of mystery.

The vision we created for Leerhotel het Klooster is ‘Inspiration is drawn from the unknown.’ In Dutch, the vision is ‘Inspiratie haal je uit het onbekende.’ We chose to write the vision in Dutch because the name of the hotel and most communication expressions are in Dutch. In the chapter about the dormant concept, you can read that we chose this vision because at Leerhotel het Klooster, visitors can do the same activities they do at home, but in a different environment. This makes the activities extraordinary. When leaving Leerhotel het Klooster, they will return to their regular environment, feeling inspired.

The slogan that comes with this vision is: ”Where the unknown inspires” or “Waar het onbekende inspireert.” The core values are nostalgic, inspirational, mysterious and curious. We tested the concept and design map on eight people.

As you can read in the chapter Highlights of Concept Testing, our test persons agreed that a lighter purple instead of a deep purple is more suitable for Leerhotel het Klooster. Most respondents agreed that the interior needs a change and that the vision suits the hotel. A few respondents were not so sure if the vision would fit Leerhotel het Klooster. Most respondents agreed that the interior of Leerhotel het Klooster could not have too many dark colors, because it could become too gloomy. That’s why we chose a lighter style, as you can see in the mood boards.

The three living concepts we created are The Surprise Dinner, The Relaxing Space and The Secret Book. At the Surprise Dinner, people eat their meals blindfolded, so they won’t know what exactly they are eating. The Relaxing Space is for business tourists who are very stressed and close to a burnout. They can relax in a massage chair, chill on lounge seats or just enjoy the silence for a bit.

The Secret Book gives visitors of the hotel an opportunity to write down their thoughts in an old, inspiring notebook.

We also chose to completely change the interior to make the environment inspirational. The guests have to feel like they are stepping into an unknown and new world. You can read more about the living concepts in the chapter Living Concept.

Overall we see that Leerhotel Het Klooster needs to create an experience or ambiance which draws the people to them.

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ATTACHMENTS

CONTEXT ANALYSIS TABLE OF CONTENTS 1 The Client 1.1 History 1.2 Mission 1.3 Vision 1.4 MBO Amersfoort 1.5 Offered services 1.6 Spiritual architecture 1.7 The monastery garden 2 Target group 2.1 Current target group 2.2 Target group demographics 2.3 Characteristics of target audience 3 Competitors 3.1 Hospitality education for students 3.2 Hotels 3.3 Restaurants 4 Environmental analysis 4.1 Demographic 4.2 Economic 4.3 Technological 4.4 Social-cultural 4.5 Ecological 4.6 Political 5 Trends 5.1 Trends in education 5.2 Trends in tourism and leisure 5.3 Other relevant trends 6 Value fit Bibliography .

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THE CLIENT The client for this assignment is Leerhotel Het Klooster. This is a former monastery based in Amersfoort, The Netherlands. In this chapter, an extensive analysis of Leerhotel Het Klooster has been made, containing information about the history, mission and vision, offered services and appearance of the monastery as a building.

During the visit in Amersfoort on September 5th 2017, it was noticeable that the monastery carried on many different styles: the interior did not seem coherent.

The staff hosted a tour and didn’t seem to think the monastery was that special or unique either. The exterior though, radiated a fairytale-like appearance because of the courtyard garden with a pond and the historical look of the building itself.

1.1 History

The monastery was founded in the fifties by priests who began facilitating roman-catholic education for boys in a Dutch region that is known as ‘het Gooi’. When the they moved to Amersfoort in 1947, the school started to develop into a full-time grammar school and a Higher Civic School. At that time, education was given only in emergency buildings until 1956 when the monastery was completed (Leerhotel Het Klooster, n.d.).

The number of participants in the school grew to more than 400, and kept growing to approximately 900 participants in the sixties. Eventually no new Dutch members joined the religious order, leading to only four citizens of the monastery in 1999. To prevent not being able to manage the monastery, the priests left. The hotel is now run operationally by students of Hotelschool Amerfoort, which belongs to MBO Amersfoort. These Intermediate Vocational Education students are supported by 50 skilled practical instructors who are working at Leerhotel Het Klooster (Leerhotel Het Klooster, n.d.). Nowadays, with the arrival of MBO Amersfoort, the monastery still revolves around education (Leerhotel Het Klooster, n.d.).

1.2 Mission

The mission of Leerhotel Het Klooster is to educate students for the hotel industry. They offer young people the opportunity to prepare themselves for their social role as an employee, professional and a responsible self-conscious citizen. Their slogan is: ‘Leerhotel Het Klooster is more than a hotel’, because besides being a hotel, it is also a part of the education of the students of MBO Amersfoort (Leerhotel Het Klooster, n.d.).

1.3 Vision

The vision of Leerhotel Het Klooster is: ‘Educating students in the hotel so that they will get a good job within the branche’. They are convinced that a right professional education forms the foundation for a successful career. Leerhotel Het Klooster states that good education has to be connected with processes in the social traffic, work processes in companies and education processes in further education. They find that practical situations are crucial for joining the job market (Leerhotel Het Klooster, n.d.).

The vision on the hotel is to make an optimal income out of the occupation of the hotel rooms.

Since recently, the hotel has incorporated weekend occupation which has made this goal increasingly achievable (Leerhotel Het Klooster, n.d.).

1.4 MBO Amersfoort MBO Amersfoort educates approximately 7.500 students who follow one of the 150 given courses. Leerhotel het Klooster sets up professional education companies where students can learn theoretical and practical skills. Because of this, students can develop craftsmanship and increase their chance of entering the job market successfully. Currently, MBO Amersfoort is active in four other professional education companies: Salon De nieuwe stad; a hairdresser, beauty salon and nail and make-up studio in one.

AdminCompany; focused on financial administration. Students who follow a course in Company Administrator or Assistant-Accountant are prepared here to work in their fields.

First Class; a catering company for a wide range of occasions. Young people with a disadvantage to regular education and the job market are given the opportunity to work on their future.

Fitacademie Bokkeduinen; a multi-functional sports location that offers complete programs related to health and fysiotherapy.

(Leerhotel Het Klooster, n.d.).

1.5 Offered services Leerhotel Het Klooster has two sources of income: education allowance (public money) that is used to educate students, and commercial sources of income (private money) which results from hotel guests, food & beverage and room rentals. Leerhotel Het Klooster sells hotel rooms, breakfast, lunch, dinner and events for both business and leisure activities (Leerhotel Het Klooster, n.d.).

The monastery offers a location for various events. There are rentable rooms where groups can hold meetings. Each of the meeting rooms offer modern facilities and support, such as Wi-Fi and food and drinks. Apart from meetings, Leerhotel Het Klooster also offers a wedding venue with a dinner buffet and/or sleeping accommodation for wedding guests and the wedding couple (Leerhotel Het Klooster, n.d.).

In total there are nine rooms in which a meeting or event can be held: Kerkzaal (max 350 persons) Kruisherenzaal (max 55 persons) Carolus (max 15 persons) Refter (max 70 persons) Benedictus (max 30 persons) Ireneus (max 15 persons) Gastenzaal (max 50 persons) Hubertus (max 25 persons) Norbertus (max 15 persons) (Leerhotel Het Klooster, n.d.).

Apart from these meeting rooms, the building houses 21 hotel rooms. There are sixteen standard rooms and five luxury rooms with a bath and a balcony. A room at Leerhotel Het Klooster costs 80 euros per night for a standard room and 95 euros per night for a luxury room.

Breakfast is included in the price and served as a breakfast buffet in the restaurant. Hotel rooms can be booked in combination with a business arrangement or as a getaway for those who want to experience the peace and quiet of the surrounding nature (Leerhotel Het Klooster, n.d.).

A table in the restaurant can be reserved online or by phone. The restaurant is open six days a week from Monday to Saturday and offers lunch and dinner. The menu changes every two weeks and is prepared by their own chef and students of MBO Amersfoort (Leerhotel Het Klooster, n.d.).

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1.6 Spiritual architecture The architect of the monastery was inspired by monastery buildings from the medieval time.

The floor plan of Leerhotel Het Klooster has a traditional lay-out, where the building itself is situated around the monastery garden (Leerhotel Het Klooster, n.d.).

The guest accommodations, which were originally meant for welcoming travelers and pilgrims, are separated from the monastery. These guest accommodations are the transition between the sacred surroundings of the monastery and the worldly surroundings of the school.

Because the management of Leerhotel Het Klooster wants to preserve the state of the building as much as possible, the internal appearance of the monastery is best described as ‘sober’ (Leerhotel Het Klooster, n.d.).

The high tower is the most remarkable element of the building. The monastery was located quite far from the center of Amersfoort, at the highest point of the area. In its early days it was out of reach for the municipal water supply system. The municipality did not want to create one because this would be very expensive. In order to have access to water, a separate water reservoir created in the tower (Leerhotel Het Klooster, n.d.).

1.7 The monastery garden Leerhotel Het Klooster has a monastery garden with a walkabout. The monastery garden is an important element in the spiritual function of the entire monastery because it symbolizes the biblical Court of Eden. There is a newer area that functions as a second courtyard garden. It contains a terrace and herb garden that belongs to the restaurant. One half of the walkabout can be used as an exposition area which contemporary artists can use as a stage to show their art. At these exhibitions, interaction between students and artists are the main focus. During the opening of the expositions, students facilitate drinks and food for guests. The hotel guests are made aware and interested about exhibitions as well (Leerhotel Het Klooster, n.d.).

.

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TARGETGROUP In this chapter, the target group of Leerhotel Het Klooster is described and further analyzed.

2.1 Current target group Leerhotel Het Klooster described a target group that can be divided into separate groups: young adults, energetic elderly men and women, business people, families and tourists. Leerhotel Het Klooster described which services they offer for each of these groups in a pdf file that was privately sent by e-mail to students of Fontys ACI:

2.2 Target group demographics Leerhotel Het Klooster is located in Amersfoort. The population of Amersfoort counts 154.336 citizens, of which 75.943 are men and 78.393 are women. The biggest age groups in Amersfoort are 30-39 years old, 40-49 years old and 50-59 years old (Gemeente Amersfoort, n.d.).

Utrecht, which is a major city in the immediate area, counts 338.967 citizens, of which 165.359 are men and 173.608 are women. The biggest age groups in Utrecht are 20-45 years old and 45-65 years old (Oozo, n.d.). All statistics are based on the most recent reliable sources that were available on the moment this analysis was done.

2.3 Characteristics of target audience Below, the previously mentioned target groups that are initially set by Leerhotel Het Klooster, are further investigated and described.

Young adults Young adults are aged between 18 and 25 years old. From the age of 18, all Dutch citizens are allowed to book a hotel. Those who book are responsible for their travel company (TUI, 2017).

For young adults born between 1982 and 2002, travelling is an important activity. Often it is more important than having a house or car (Veldhuizen, 2016). Young adults are very aware of the destination they choose to travel to. They annually set aside a large budget to spend on vacation (Htioh, 2013).

They go on vacation is to discover new places.

Many young adults find it important to visit historical places and to go on trips that will broaden their mind and/or knowledge (Htioh, 2013). Young adults are willing to stay in their domestic area when searching for a destination, though this is decreasing with the years. They are more likely to choose a vacation in a warm country because airplane tickets have become cheaper (Woudt, 2016).

Energetic elderly men and women It is expected that in 2020, 19,2% of all people in The Netherlands will be 65 years or older (Ouderenfonds, 2016). The feeling of loneliness amongst the elderly is a growing problem. Of all people who live in an elderly home, 79% admits to feel lonely, compared to 29% of the lonely elderly who live at home. Most elderly feel lonely during the summer. The feeling of loneliness is mostly due to health issues (Ouderenfonds, 2016).

Almost two third of the Dutch elderly is described as very active. These people do not feel old, enjoy life and are active online. Their extra leisure time is mostly spent on hobbies (Ouderenfonds, 2016). Being online seems to be very important to most elderly. 79% of people above 50 use the internet as a leisure activity. Of those who are 75, 81% uses the internet as a leisure activity. The most common offline leisure activities among elderly are cycling, hiking, reading and carrying out a hobby (Scheijndel, 2016).

The amount of Dutch elderly going on vacation grew from 2,8 million in 2006, to 3,8 million in 2016. Of these vacations, 51% was spent in The Netherlands. Elderly people with a small budget tend to go on short vacations in their domestic country as well (60-plus reizen, 2016).

Business tourism Business tourism is defined as all activities that people do when travelling to, and staying at locations outside their regular environment, for the purpose of leisure activities or business and other goals that aren’t connected to practices that are rewarded by the place that is visited. Researchers usually do not use this exact definition of tourism, because there are still a lot of grey areas. Often they will include travelers who are on a business trip, one way or another (de Bruijn et al, 2015).

Business stays include 40% of the entire number of hotel stays in 2015. Business tourism grew with 2,7% compared to 2014. In 2013, 8.5 million Dutch citizens travelled for business. In 2015 approximately 3.8 million foreign business travelers travelled to The Netherlands and stayed at least one night. Most foreign business travelers came from the United Kingdom, the United States and Germany. The average business traveler spends more than a leisure traveler (de Bruijn et al, 2016).

Important activities among business people are: meetings and discussions with colleagues and business partners, conferences, congresses, trainings and incentives. MICE (meetings, incentives, conventions and exhibitions) is a used term when it comes to business travelers (de Bruijn et al, 2015). Secondary activities are leisure related, such are dinner in a restaurant, shopping and excursions. Business travelers usually book three or four star hotels (de Bruijn et al, 2015).

Business tourism is the highest during the two months before, and two months after summer (de Bruijn et al, 2016).

Families 20% of Dutch parents experience stress when going on a vacation. They most likely get annoyed at getting stuck in traffic with young children, a sick child during the trip and children who cry in public. At accommodations, parents will likely get annoyed at a dirty bathroom, a bed that is too small or noise disturbance (Pretwerk, 2011). The most important aspect to them is knowing that their children are enjoying themselves on the trip, getting some rest and exploring the area together. The needs of parents have a balance: they want their children to be happy and do things they enjoy, but also want to be able to do the things they like to do themselves (Pretwerk, 2011).

When it communication, families prefer it to be recognizable. It is important for them to see messages in a colorful lay-out and less use of text. A message should be informational and sincere. When the communication involves a product, families prefer to see this product in the message itself. They want to be able to share information about the price of a service or product. They do not like exaggeration and hidden details (Wiegman, 2017).

Families order twice as much online, compared to the rest of the Dutch population. They are responsible for 20% of online sales (Adformatie, 2015).

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Tourists Due to terrorist threats and attacks and the Brexit, the international tourism rating in West-Europe declined in 2016. In 2017 incoming tourism in The Netherlands increased with 5% because of the attracting economies in Europe and America, the increasing number of flights to The Netherlands and marketing initiatives such as the theme year of Jeroen Bosch 500 and Mondriaan to Dutch Design 2017.

The factors that have a negative effect on the tourism movement to The Netherlands are mainly political tensions, terror threats and the increasing occupancy of hotels in Amsterdam (NBTC, 2017).

In 2015, more than 15 million foreign tourists travelled to The Netherlands. Most of them were from Germany, The United Kingdom and Belgium. Amsterdam was the biggest attraction, attracting 6,8 million foreign hotel guest. The majority of all foreign tourists stayed in a hotel and their way of travelling was mainly by car (Germany and Belgium) and by airplane (other countries) (CBS, 2016).

The three main reasons for foreigners to travel to The Netherlands are: a (short) vacation, a business trip or visiting family and friends. Figure 1 shows that a vacation was the most common reason for foreign tourists to travel to The Netherlands, followed by business trips and lastly other reasons such as visiting family or friends (CBS, 2016).

Regarding the activities that foreign tourists undertake in The Netherlands, city walks were considered the most popular activity. As seen in Figure 2, this was followed by visiting a bar or cafĂŠ, awalk and shopping (CBS, 2016).

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Figure 3 shows which Dutch touristic regions have experienced growth throughout the years. The biggest growth was seen in the forest and heath area of Northeast Netherlands (CBS, 2016).

The most popular type of accommodation amongst foreign tourists in The Netherlands were hotels, pensions and youth accommodations. Figure 4 shows that these type of accommodations are followed by cottage areas, camping areas and group accommodations (CBS, 2016).

Tourism among Dutch citizens In this part of the analysis not only vacations are examined, but also leisure activities. The reason for this is that the majority of Dutch citizens have undertaken at least one leisure activity outside of their home (CBS, 2016). Leerhotel Het Klooster does not only offer the opportunity to stay for multiple days, but also organizes events that could count as a leisure activity for Dutch citizens.

98,9% of Dutch citizens have performed at least one leisure activity outside their homes. The most popular leisure activities were going out, outdoor recreation and shopping for fun. When it comes to outdoor recreation, more than half of the leisure activities consisted of walks for fun. Most out-of-home leisure activities were performed in October, March and April. Figure 5 shows the top ten most popular leisure activities of Dutch citizens (CBS, 2016).

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Among young Dutch citizens, visiting an attraction was the most popular form of leisure activity. Elderly of 65 years or above preferred to join association activities or pursuing a hobby. Women were more likely to attend wellness or shopping activities than men, who more often attend a sports game (CBS, 2016).

Half of all leisure activities in 2015 were undertaken within the own municipality. This caused for the most activities to have been performed in the most densely populated provinces of The Netherlands. In 2015, the provinces where the most leisure activities had taken place were South-Holland, North-Holland and North-Brabant (CBS, 2016).

Regarding vacations, 80% of Dutch citizens went on vacation in 2015 at least one time.

Almost half of these citizens spent their holidays in The Netherlands. These vacations were most often spent in the summer. Dutch citizens are likely to spend double the amount of money on a summer vacation than on a winter vacation. The most popular foreign countries amongst Dutch citizens were France in 2015 and Germany in 2014 (CBS, 2016).

The most popular Dutch province for Dutch citizens to go on vacation is Gelderland.

North-Holland is mainly popular when it comes to short vacations. Foreign countries are most popular for long vacations (at least four nights) amongst Dutch citizens (CBS, 2016).

Figure 6 gives insight in the duration of the vacation of Dutch citizens, and their main chosen type of accommodation. In 2015, the most common type of accommodation for short stays were hotels, and the most common type of accommodation for long stays were apartments, summer homes, holiday bungalows and bungalows (CBS, 2016).

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THE COMPETITORS In this chapter, the various (potential) competitors of Leerhotel Het Klooster are described and analyzed.

3.1 Hospitality education for students The nearest competitors for Leerhotel Het Klooster are other educational institutions that offer education for students in the hospitality branche in The Netherlands. Examples are Hotel School Maastricht, Hotelschool The Hague and Zoomvliet College.

At Hotelschool Maastricht, students can study Hotel Management. The school was founded in 1950 and educates 1.100 students. Every year, approximately 320 new students are welcomed from all over the world. Hotel School Maastricht has 130 staff members. Compared to Leerhotel Het Klooster, Hotel School Maastricht is meant for Higher Vocational Education students while Leerhotel Het Klooster focusses on Intermediate Vocational Education students (Hotelschool Maastricht, n.d.).

Hotelschool The Hague in Den Haag has become an international school that specializes in hospitality management, offering a 4-year bachelor’s degree in Hotel and Hospitality Management. Similar to Leerhotel Het Klooster, this is a combination of a hotel, a restaurant and a school. Students are educated to become well experienced in hospitality management.

Hotelschool The Hague has two campuses: one in Den Haag and one in Amsterdam. On both campuses, there are different restaurant concepts and a hotel where students and their teachers can give guests a passionate experience of the hospitality branche. Hotelschool The Hague also offers special hospitality events in both Den Haag and Amsterdam. An example of this is a dinner with a business etiquette, a 3-course cooking class or a wine tasting with dinner (Hotelschool The Hague, n.d.).

Zoomvliet College is located in Roosendaal and Bergen op Zoom. Like Leerhotel Het Klooster, this is a school for Intermediate Vocational Education students. The school specializes in similar fields such as Travel, Leisure and Hospitality. A difference between Zoomvliet College and Leerhotel Het Klooster and the previous mentioned institutions, is that it doesn’t include its own hotel. The school does teach them about hospitality in the broad sense, containing topics such as tourism, recreation and the catering industry (Zoomvliet College, n.d.).

3.2 Hotels Every hotel in and close to Amersfoort is (indirectly) a competitor for Leerhotel Het Klooster.

There are 18 hotels that are located in Amersfoort (Hotels.nl, n.d.). As mentioned in the first chapter, a room at Leerhotel Het Klooster costs 80 euros per night for a standard room and 95 euros per night for a luxury room. Breakfast is included in this price (Hotels.nl, n.d.).

The two nearest hotels to Leerhotel Het Klooster are the Best Western Plus Berghotel Amersfoort and the Fletcher Hotel-Restaurant Amersfoort. Best Western Plus Berghotel is a four star hotel with its own restaurant and 88 guest rooms. When booking a room, guests can choose between a room or a suite. The hotel additionally has a large terrace in a monumental garden. A room at the Best Western Plus Berghotel costs 78 euros per night (Berghotel Amersfoort, n.d.).

The Fletcher Hotel-Restaurant Amersfoort is a hotel with its own á la carte restaurant. It includes a large four hectares garden with its own bicycle rental facility. The hotel offers a gym for guests as well. A room at the Fletcher Hotel-Restaurant costs 60 euros per night (Fletcher Hotel Amersfoort, n.d.).

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3.3 Restaurants Restaurants near Leerhotel Het Klooster are Smaakmakers, Restaurant de Spitsheuvel and De Vlasakkers. These restaurants have aspects that are similar to the restaurant of Leerhotel Het Klooster.

Smaakmakers is a restaurant with a bar and lounge area. It also includes a garden where guests can sit and dine on the terrace. There is also a possibility to rent the restaurant for private dining, parties and events (Dinnersite, n.d.).At Restaurant de Spitsheuvel, guests have the option to dine á la carte for lunch or dinner. This restaurant also prepares food on a barbeque and a stone grill, and broadens its offered services in the form of catering (Spitsheuvel, n.d.).

De Vlasakkers is a restaurant where guests can have lunch or dinner. It is a large restaurant with a capacity of 200 guests. There are 90 seats inside and 120 seats on the terrace. Like Restaurant de Spitsheuvel, De Vlasakkers also offers catering services (Vlasakkers, n.d.).

In 2015 JAN Magazine, highlighted eight food hotspots in Amersfoort on their website. JAN Magazine is a Dutch magazine which appears once a month and calls itself a ‘no nonsense glossy that discusses fashion, beauty, nurturing, psychology, culinary, organizing, money and work topics (JAN, n.d.). All restaurants mentioned in this list each have their own unique dining concept.

Corazon was the first on this list. Corazon offers mainly coffee and lunch from their own Corazon Bakery. All products are organic and it has a library where books can be borrowed for free.

De Viszaeck was the following eatery on the list. De Viszaek focuses mainly on seafood. The restaurant became first in the 2009 edition of a Dutch TV show called ‘Mijn Tent is Top’ (‘My Place is Great’) (JAN, 2015).

The third hotspot on the list was Queens Royal Bakery, a bakery and lunchroom that offers sandwiches, cakes and tea. It has three locations throughout the city. The lunchroom’s interior design is a mix between old-fashioned and modern. All cakes are homemade (JAN, 2015).

Hoog Vuur is a restaurant that is located in a unique building: an old soap and toothpaste factory.

The dishes in Hoog Vuur are prepared in a traditional way in a real wood-fired oven (JAN, 2015).

De Saffraan lies just outside the center of Amersfoort and is located in a 100 year-old houseboat.

The restaurant received a Michelin star in 2009 (JAN, 2015).

International dishes and unique combinations can be eaten at Tollius, which was described by JAN as a cozy and atmospheric place. Here, guests have the possibility to share a dish (JAN, 2015).

Hete Kolen was described as simple and delicious for a small price. Hete Kolen mainly focusses on preparing meat and fish barbeque-style. The restaurant also offers dishes that are suitable for vegetarians (JAN, 2015).

The last restaurant on this list was Dara. In this restaurant it is not only possible to eat, but to do craft work and be creative with your hands (JAN, 2015).

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ENVIRONMENTAL ANALYSIS In this chapter, an environmental analysis has been made on the immediate surroundings of Leerhotel Het Klooster: Amersfoort.

4.1 Demographic Amersfoort has a total of 154.336 residents, of which of which 75.943 are men and 78.393 are women which makes the population is almost equally divided. The age groups in order from biggest to smallest are: 40-54 (23,3%), 25-39 (20%), 55-74 (19,8%), 18-24 (7,6%) and 75 and older (6%). Approximately 44% of the population of Amersfoort is highly educated (Amersfoort in Cijfers, n.d.).

4.2 Economic Amersfoort is geographically located in a central point of The Netherlands, which makes it easily accessible to public transport or car traffic. There are 14.875 businesses located in Amersfoort, of which 5.900 are business services, 4.600 are social service businesses, 1.300 are agriculture companies and 470 are catering businesses, restaurants and hotels. In Amersfoort there are 2.210 stores, of which 345 are located in the city center (Amersfoort in Cijfers, n.d.).

In Amersfoort there are 3.598 people who receive a social assistance allowance from the government (Gemeente Amersfoort, n.d.). More than 3.500 people in Amersfoort receive unemployment benefits from the government and more than 7.000 people are incapable of working. In 2014 the average income per habitant was â‚Ź25.000 per year (Amersfoort in Cijfers, n.d.).

Amersfoort wants to improve its economy by creating more jobs for its citizens. The city council tries to stimulate companies and institutions to create more jobs. Additionally, they want to pay more attention to city marketing to attract more visitors from other cities (Gemeente Amersfoort, n.d.).

4.3 Technological On the 29th of September in 2017 the IT Innovation Day will be organized in Amersfoort for the fifth time. During this event, 200 big companies come together to become inspired by controversial speakers. These companies are convinced that Amersfoort is a very progressive city in the field of technology. The city council of Amersfoort makes sure technology is an important aspect of the city. They state that Amersfoort has a good IT- and tech-infrastructure, and their geographical location is perfect (CXO, 2017).

The IT Innovation Day is not the only technological event that Amersfoort is known for.

One of these events is Smart Cities. At this event various possibilities for the future are discussed, such as how to make the city more environmental friendly (Amersfoort Zuid, 2016).

4.4 Social-cultural Art and culture are a big part of the economic climate and attraction of Amersfoort. Not only visitors, but also citizens of Amersfoort often visit festivals, theatres, museums and libraries. 74% of the citizens is satisfied with the number of events and touristic activities in the city, 72% of the citizens is satisfied with the city’s offer of art- and culture and 45% of the citizens has visited a concert or museum (Gemeente Amersfoort, n.d.).

Amersfoort strives to be a living city, by organizing festivals and events that add energy to the city.

Because of this, young people also have many possibilities to explore their talents. Utrecht is seen as an important partner when it comes to cultural matters (Gemeente Amersfoort, n.d.).

Amersfoort has a strong social care system. Citizens that are considered lower in the social class are offered sufficient help to improve their lives. Citizens are also stimulated to think of new ideas on how to support the weaker and older citizens (Gemeente Amersfoort, n.d.).

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4.5 Ecological Amersfoort considers the environment as very important. The city has made a Future Agenda for the environment. A few highlights of this agenda are: Amersfoort wants to be a CO2-neutral city by 2030. This means that they cut the use of fossil fuels to the absolute minimum, and use sustainable energy as much as possible.

Amersfoort strives to be a waste-free city. The main goal for 2020 is a waste-dividing percentage of 70%, while the current percentage is at 53%.

Amersfoort focusses on staying a healthy and safe city. Whenever possible, Amersfoort tries to come up with opportunities that make the city quieter, cleaner and safer.

(Gemeente Amersfoort, n.d.)

4.6 Political The biggest political party in Amersfoort is D66 (23,08%), followed by VVD (12,82%) and ChristenUnie (12,82%) (Amersfoort JouwInfo, n.d.).

The city council of Amersfoort consists of 94 seats. In 2017, during the national elections, 96.062 citizens of Amersfoort voted for their preferred party. In 2017 more citizens casted their votes (84,7%) compared to 2012 (78,1%). In 2017, 111 citizens voted blank. VVD received 20.255 votes, D66 received 14.970 votes and GroenLinks received 11.847. There is a slight change in votes compared to the national elections of 2012, where the three biggest parties were VVD, PvdA and D66 (Gemeente Amersfoort, 2017).

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TRENDS 5.1 Trends in Education Augemented Reality/Virtual Reality/Mixed reality Education as we know it, is rapidly changing because of educational technology. Educational technology transforms the learning environment into a collaborative and interactive environment.

This technology enhances teacher instructions while simultaneously creating immersive Lessons for students. Virtual reality makes it possible to incorporate the outside world into the classroom (Newman, 2017).

Gamification Playing and learning often go hand in hand when it comes to education. Gaming technology can make a difficult and boring subject fun and understandable for students. Games can motivate students to keep going, because they receive feedback immediately in the form of a game score.

This way, students are more willing to try to get the highest scores. Currently, gamification is already used by various schools and businesses, but these forms of gamification are still mainly focused on the single player. Future gamification will be more team-based to increase the level of interaction.

(Newman, 2017) 5.2 Trends in Tourism & Leisure Co-everything Co–living is a big trend in the hotel industry. There are more and more distinctive hospitality concepts such as pod hotels, poshtels, co-living or co-working spaces. The emphasis of these concepts lies on collaboration and community. In America, especially Los Angeles, an increasing number of hostels and co-living spaces are being built. These are not as private as regular hotel rooms because people sleep in the same room in their own bed. All other facilities are shared. This trends is expected to take over concepts like Airbnb and HomeAway, because some people find themselves feeling lonely while staying at a home with no central lobby or opportunity to meet other people (Ting, 2017).

Experiences beyond the hotel Airbnb recently took a risk by also offering trips such as tours and activities. This could be a clear signal to hotels to pay more attention to the guest experiences they are offering. These experience should not only be inside the hotel, but also outside (Ting, 2017).

Data interpretation is the ultimate intelligence. ‘Now that society has advanced enough to know how to collect or mine data, it is up to the hotel industry to know what to do with that information’.

The text above was a message that was delivered by the Airbnb Global Head of Hospitality and Strategy. The message states that hotels are way behind data science. There is an extraordinary amount of information available that could be interpreted or used in many different ways.

Personalization is the next manifestation in the evolution of brands. This manifestation has become easier due to smartphones being a part of the customer nowadays. In 2017, it has become clear that the hospitality industry needs to be prepared for even more disruptions that lie ahead. To be prepared for this, hotels have to look beyond the borders of their own industry to analyze what is happening, not only in hospitality and travel, but the entire world beyond that. (Ting, 2017)

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Focus on location Local and shared experiences will be at the forefront of hospitality trends in 2017. This means that an organization that is active in the hospitality industry should benefit from the local area.

There are a few different ways a location’s unique aspects can be brought into focus. The first one is to create trainings for staff and concierges so that they are up-to- date about local trends and the best spots for different types of guests. Since many hospitality organizations have staff from all over the country or world, there is a chance that many staff members do not know the area well. This would be a good opportunity to educate them on their immediate surroundings so that they can have a positive impact on guests (Gaggioli, 2017).

Wellness hotels Wellness hotels, or Feel Good hotels are emerging all over the world. These hotels offer services such as deep forest yoga healing sessions, exclusively vegan cuisine. The aspect of these hotels that makes them so attractive to guests is that they offer the chance to strip to the bare essentials and learn how to be mindful and Zen for a certain amount of time, for a truly relaxing break. This form of hospitality does not only occur in resort hotels, but also for urban and business hotels (Puzcko, 2017).

5.3 Other relevant trends Experience is the magic word An increasing amount of businesses and events are creating experiences to give their product an extra dimension. These experiences are created by stories, videos and/or holograms.

Experiences can also be created by using scent, touch or sound. In order to create an impact on visitors, their senses need to be triggered. Since technology has developed massively, anything is possible, but the most important elements of these experiences are the story and emotion that are linked to it (NBC congrescentrum, 2017).

Online sharing and connecting At congresses and events, social media can be linked with the physical environment. A few examples of this are live chats and recommendations for workshops or presentations. The photos others take during this live chat are visible. There are even special apps that are created to connect with other visitors of the event or congress. This new trend could be an interesting way to meet new people and create interactions between guests or visitors (Locatia Amersfoort, 2017).

VALUE FIT TARGET GROUP

TRENDS

FROM THE GATHERED INFORMATION FOUND IN THE CONTEXT ANALYSIS WE MADE THE FOLLOWING VALUE FIT TO SEE WHAT WE DID WITH THIS VALUEFIT, READ THE CHAPTER DORMANT CONCEPT.

ORGANIZATION

Sahring & Connecting

focused on 52 location

BIBLIOGRAPHY (FOR ENTIRE REPORT) Adformatie. (2015). Onderzoek jonge gezinnen kopen het meeste online. Retrieved on September 12th 2017 from http://www.adformatie.nl/achtergrond/onderzoek-jonge-gezinnen-kopen-het-meeste-online Amersfoort JouwInfo. (n.d.). Politiek Amersfoort. Retrieved on September 7th 2017 from http://amersfoort.jouwinfo.nl/politiek.html Best Western Plus Berghotel Amersfoort. (n.d.). Best Western Plus Berghotel Amersfoort. Retrieved on September 8th 2017 from http://www.berghotelamersfoort.nl/english/ De Bruijn et al. (2015). Trendrapport toerisme, recreatie en vrije tijd. Retrieved on September 14th 2017 from http://download.cbs.nl/pdf/trendrapport-toerisme-recreatie-en-vrije-tijd-2015.pdf CBS. (2016). Trendrapport toerisme, recreatie en vrije tijd 2016. Retrieved on September 14th 2017 from https://www.google.nl/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&ved=0ahUKEwjAzZ-FmKTWAhUMaVAKHaSIAlcQFggyMAI&url=https%3A%2F%2Fwww.cbs.nl%2F-%2F media%2F_pdf%2F2016%2F48%2Ftrendrapport%2520toerisme%2520recreatie%2520en%2520vrije%2520ti jd%25202016.pdf&usg=AFQjCNFlL93wo2KSOV4RSJ4T-_5gqdtv6A CXO. (2017). ‘Amersfoort maakt technologie belangrijk binnen de stad’. Retrieved on September 8th 2017 from http://cxo.nl/algemeen/98970-amersfoort-maakt-technologie-belangrijk-binnen-de-stad Dinnersite. (n.d.). Restaurant Smaakmakers. Retrieved on September 8th 2017 from https://www.dinnersite.nl/restaurant/438808/Smaakmakers/Amersfoort/Utrecht/ Fletcher Hotel Amersfoort. (n.d.). Hotel-Restaurant Amersfoort. Retrieved on September 8th 2017 from https://www.fletcherhotelamersfoort.nl/en/ Gaggioli, A. (2017). cloudbeds. Retrieved September 9th 2017 from https://www.cloudbeds.com/articles/16-hospitality-marketing-trends-2017/ Gemeente Amersfoort. (n.d.). Economie. Retrieved on September 8th 2017 from https://www.amersfoort-telt.nl/2016/economie/raad?nrd=1 Gemeente Amersfoort. (2017). Einduitslag Tweede Kamerverkiezingen in Amersfoort. Retrieved on September 7th 2017 from https://www.amersfoort.nl/nieuws/einduitslag-tweede-kamerverkiezingen-in-amersfoort.htm Gemeente Amersfoort. (n.d.). Gemeente Amersfoort in cijfers. Retrieved on September 8th 2017 from https://amersfoortincijfers.nl//jive?cat_open_code=c Gemeente Amersfoort. (n.d.). Kunst en cultuur. Retrieved on September 8th 2017 from https://www.amersfoort-telt.nl/2016/kunst-en-cultuur/raad?nrd=1 Gemeente Amersfoort. (n.d.). Milieu. Retrieved on September 7th 2017 from https://www.amersfoort-telt.nl/2016/milieu/raad?nrd=1 Gemeente Amersfoort. (2016). Smart City Amersfoort: meepraten over technologie. Retrieved on September 8th 2017 from http://www.amersfoortzuid.info/bericht/12847/smart-city-amersfoort--meepraten-over-technologie Gemeente Amersfoort. (n.d.). Sociale basisinfrastructuur. Retrieved on September 7th 2017 from https://www.amersfoort-telt.nl/2016/sociale-basisinfrastructuur/raad?nrd=1 Hotel Management School Maastricht. (n.d.). Teaching Hotel Maastricht. Retrieved on September 8th 2017 from https://www.hotelschoolmaastricht.nl/teaching-hotel-maastricht/design-hotel-maastricht Hotels.nl. (n.d.). Amersfoort. Retrieved on September 8th 2017 from https://www.hotels.nl/nl/amersfoort/ Hotelschool The Hague. (n.d.). Our organisation. Retrieved on September 8th 2017 from http://hotelschool.nl/en/about-us/our-organisation#!welcome-hth Htioh. (2013). Jongeren en vakantie. Retrieved on September 12th 2017, from https://trendsintoerisme.wordpress.com/2013/02/26/jongeren-en-vakantie/ JAN Magazine. (2015). 8 hotspots in Amersfoort. Retrieved on September 9th 2017 from https://www.jan-magazine.nl/hotspots/nederland/foto/8-hotspots-in-amersfoort Leerhotel Het Klooster. (n.d.). Exposeren. Retrieved on September 6th 2017 from http://www.leerhotelhetklooster.nl/exposeren

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Leerhotel Het Klooster. (n.d.). Het klooster. Retrieved on September 6th 2017 from http://www.leerhotelhetklooster.nl/het-klooster Leerhotel Het Klooster. (n.d.). MBO Amersfoort. Retrieved on September 6th 2017 from http://www.leerhotelhetklooster.nl/mbo-amersfoort Leerhotel Het Klooster. (n.d.). Onderwijsbedrijven. Retrieved on September 6th 2017 from http://www.leerhotelhetklooster.nl/onderwijs-bedrijven/ Leerhotel Het Klooster. (n.d.). Overnachten. Retrieved on September 6th 2017 from http://www.leerhotelhetklooster.nl/overnachten/ Leerhotel Het Klooster. (n.d.). Trouwen. Retrieved on September 6th 2017 from http://www.leerhotelhetklooster.nl/romantisch-trouwen/ Leerhotel Het Klooster. (n.d.). Vergaderen. Retrieved on September 6th 2017 from http://www.leerhotelhetklooster.nl/vergaderlocatie/ Lentis. (n.d). Burn-out voorkomen. Retrieved from https://www.lentis.nl/probleem/burn-out/voorkomen/ Locatia Amersfoort. (2017). Belangrijks congres en event trends voor 2017 Retrieved September 9th 2017 from http://www.locatieamersfoort.nl/de-5-belangrijkste-congres-en-event-trends-voor-2017/ NBC congrescentrum. (2017). Deze ontwikkelingen zullen we dit jaar op events zien Retrieved September 9th 2017 from https://www.nbccongrescentrum.nl/nieuws/deze-ontwikkeligen-zullen-we-dit-jaar-op-events-zien/ NBTC. (2017). Toerisme in perspectief 2017. Retrieved on September 12th 2017 from http://www.nbtc.nl/nl/homepage/cijfers-trends/algemene-cijfers-toerisme/toerisme-in-perspectief-2017-1.htm Newman, D. (2017). Forbes. Retrieved September 9th 2017 from https://www.forbes.com/sites/danielnewman/2017/07/18/top-6-digital-transformation-trends-in-education/ Oozo. (n.d.). Wetenswaardigheden, cijfers en statistieken over Utrecht. Retrieved on September 9th 2017 from http://www.oozo.nl/cijfers/utrecht Ouderenfonds. (n.d.). Feiten en cijfers. Retrieved on September 12th 2017 from https://www.ouderenfonds.nl/onze-organisatie/feiten-en-cijfers/ Pretwerk. (2011). Wensen, stress en ergernissen van jonge gezinnen op vakantie. Retrieved on September 14th 2017 from http://pretwerk.nl/topnieuws/wensen-stress-en-ergernissen-van-jonge-gezinnen-op-vakantie/5049 Puzcko, L. (2017). hotelexecutive. Retrieved September 9th 2017 from http://hotelexecutive.com/business_review/4414/beauty-spa-wellness-what-is-the-next-big-trend-for-hotels Rtlnieuws. (2017). Meer meldingen burn-out: 'Vraag gewoon eens of iemand het redt'. Retrieved from https://www.rtlnieuws.nl/geld-en-werk/meer-meldingen-burn-out-vraag-gewoon-eens-of-iemand-het-redt Van Scheijndel, N. (2014). Fietsen populairste vrijetijdsbesteding onder 50+. Retrieved on September 12th 2017 from https://www.plusonline.nl/mensen-meningen/fietsen-populairste-vrijetijdsbesteding-onder-50 De Spitsheuvel. (n.d.). Home. Retrieved on September 8th 2017 from http://www.spitsheuvel.nl/5950/Home.aspx Ting, D. (2017). Hotel trends that will shape geust experience. Retrieved September 9th 2017 from https://skift.com/2017/01/03/10-hotel-trends-that-will-shape-guest-experience-in-2017/ TUI. (2017). Vanaf welke leeftijd mag ik boeken op de website. Retrieved on September 12th 2017 from https://www.tui.nl/klantenservice/?faqnodeid=9896 Veldhuizen, R. (2016). Verkiezen jongeren reizen boven eigen huis of auto. Retrieved on September 12th 2017 from https://www.volkskrant.nl/wetenschap/verkiezen-jongeren-reizen-boven-eigen-huis-of-auto~a4337712/ Vlasakkers. (n.d.). Restaurant de Vlasakkers. Retrieved on September 7th 2017 from http://vlasakkers.nl Wiegman, P. (2010). Het gezin als doelgroep. Retrieved on September 12th 2017 from http://www.mediaonderzoek.nl/1678/het-gezin-als-doelgroep/ Woudt, M. (2016). Stelling: ‘Op vakantie in eigen land is saai’. Retrieved on September 12th 2017 from http://www.sevendays.nl/nieuws/stelling-op-vakantie-eigen-land-saai Zoomvliet College. (n.d.). Home. Retrieved on September 8th 2017 from https://www.zoomvliet.nl 60plusreizen. (2016). Steeds meer ouderen gaan op vakantie. Retrieved on September 12th 2017 from http://60plusreizen.nl/steeds-meer-ouderen-gaan-op-vakantie/

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ATTACHMENTS TEST PLAN

THE TEST PLAN For our concept testing we decided to do interviews in which we ask about all the phases of our concept. We want to test our vision and core values aswell as our logo and living concept.

The questions for the test plan will be in Dutch.

Questions General 1.Wat voor een gevoel krijgt u bij het leerhotel?

We asked this question to get a view of what they think about the leerhotel as it is now.

2.Welke kleur vindt je passen bij het leerhotel?

We want to stay with the colour purple, but what do the respondents think is a fitting colour for Leerhotel het klooster.

3. Hoe denk u over de kleur paars in combinatie met ‘Het Leerhotel’?

As mentioned above we want to stick with the colour purple, but do the respondents think this colour is fitting or should we change it?

4. Waar denk je aan bij de kleur paars?

Which words and feelings does the colour purple give? Does this fit our concept?

Questions Core Values 1.Welke kernwaarden vind je passen bij het leerhotel?

We have to make sure that the core values we chose fit ‘Het Leerhotel’. This is why we need to ask which Core Values they think would fit.

2.Vind je de kernwaarde nostalgisch passen bij het leerhotel?

We ask this question with every core value to check if the respondents think those core values are fitting to ‘Het Leerhotel’.

3. Vind je de kernwaarde inspiratie passen bij het leerhotel?

4. Vind je de kernwaarde mysterieus passen bij het leerhotel?

5. Vind je de kernwaarde nieuwsgierig passen bij het leerhotel?

6. Wat zou je veranderen aan het leerhotel om de plek inspirerend te maken?

We ask this question as it is important to know for our concept how the respondents envision a living concept based on our core values.

Questions Vision 1.Als wat voor een plek zou je het leerhotel omschrijven?

In order to make sure if our new vision fits ‘Het Leerhotel’ we ask this question. We want to know what they think about “Leerhotel het Klooster as it is right now.

2.Wat maakt het leerhotel anders dan andere hotels?

What is the unique selling point according to the respondents? We could use this inforamtion in a translation for our living concepts.

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3. Als je de visie ziet waar denk je dan aan?

This questions checks if the vision translates to the core values in a correct way. We will show the visual vision we made as shown below.

4. Welk gevoel roept de visie bij je op?

This question checks wether or not the vision feels mysterious and triggers the respondents to see if they want to know more.

“INSPIRATIE HAAL JE UIT HET ONBEKENDE.’

Questions logo 1. Welke logo kies je en waarom?

We have made 4 different logo’s and we want to know which one is the most appealing and why. We want our logo to fit our vision perfectly. We will show them the following logo’s:

Leerhotel

Leerhotel

Klooster

Klooster

het

het

Leerhotel

Leerhotel

Klooster

Klooster

het

het

Questions interior 1. Wat vind je van het interieur van ‘Leerhotel het Klooster.’

We ask this question to figure out if we should change the interior.

2.Denk je dat het ‘Leerhotel’ er goed aan doet door het interieur aan te passen?

Do the respondents think it is important to change the interior or should we focus on something else?

At this point we show the moodboard for interior as shown in the first version of the design map.

3.Wat voor gevoel geeft dit interieur jouw?

Does the interior as shown in the moodboard fit the core values? Are the feelings that the interior create compatibale with the vision? This all information we need to ensure that the interior vits perfectly with our basis.

4. Ervaar je een mysterieus en authenthiek tintje?

This is an important question as this will reprecent the core of our concept. Does it feel mysterious and unknown? Or should we do this in another way?

Questions interior restaurant & ‘surprise dinner’ 1. Vind je het bestaande interieur van het restaurant passen bij de rest van het hotel?

We ask this question as the interior of the restaurant as it is currently is completely different to what the hotel it self looks like. We want to know if the respondents think that the restaurant and the hotel should be the same.

2. Wat zou je er van vinden als het interieur van het restaurant en het hotel hetzelfde zijn?

We ask this question to know if there should be some difference between rooms and hallways or if it should be all the same.

3.Mis jij iets in het restaurant als het gaat om arrangementen?

We want to create a new concept for the restaurant. Do the respondents think it needs this?

4. Vind je het belangrijk dat het restaurant inspeelt op geur en beleving?

We want to create a new concept for the restaurant which combines these two components. We want to know if the respondents think this is important.

5. Wat vind je van een surprise diner, waarbij je in het donker of geblinddoekt aan het dineren bent?

At this point we show both the moodboard for the interior and the surprise dinner as shown in the first design map. What are their reactions? Should we change something about this concept?

6.Denk je dat een surprise diner iets zou toevoegen aan het Leerhotel?

Does a surprise dinner fit ‘Het Leerhotel’? This is an important question we need answered as this decided wether or not the surprise dinner should be considered in our living concepts.

7. Zou je dit arrangement boeken als je met een gezelschap in het Leerhotel komt eten?

Waarom wel en waarom niet?

Would people consider visiting this concept when with a group of people as it does limit the way you communicate.

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Questions Wellness 1.Heb je het gevoel dat u iets mist in dit Leerhotel? Zo ja, wat dan precies?

During our research we found that the main target group is business people and these people have a lot of stress. We think they need an option to be able to relax and ‘Het Leerhotel’ doesn’t offer this at the moment. Do the respondents feel like this is an option that is missing? Or are there any other options we should consider?

2.Vind je dat het Leerhotel op dit moment voldoende faciliteiten heeft om te kunnen ontspannen?

As stated above we want to give the business people a way to relax which is hard for this group to do as they are always busy. Does ‘Het Leerhotel’ already offer such a service?

3.Mis je bijvoorbeeld een Spa in dit Leerhotel?

We want to create a spa in which the geust is transported into a relaxing experience that is unknown them. It should be soemthing they have never experienced before. Do the r espondents think that the hotel needs such a spa concept? At this point we show them the moodboard as seen in the first version of the design map.

Leerhotel het

Klooster

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RESULTS Ondervraagde 1 Vrouw Leerling MBO Leerhotel het Klooster Algemeen Wat voor gevoel krijg je als je een het leerhotel denkt?

Oud. En als ik aan het restaurant denk wel vernieuwend Wat voor kleuren vind je bij dit Leerhotel passen?

Paars, dat hebben we al. Groen, omdat we in de bossen zitten. Verder niet echt kleuren Hoe denkt u over de kleur paars in combinatie met het Leerhotel?

Vind ik niet mooi. Nee ik vind een paarse kleur geen mooie kleur en sowieso als je iets wilt vernieuwen zou ik sowieso voor een andere kleur gaan, niet bijvoorbeeld alleen de bankjes aanpassen.

Waar denk je aan bij de kleur paars?

Aan het Leerhotel. Los van het leerhotel, ik weet het niet zo goed. Ik vind het een beetje een donkere kleur, een beetje grauw, niet echt een vrolijke kleur. Past ook niet echt overal bij en je kunt het moeilijk combineren.

Kernwaarden Welke kernwaarden vind je passen bij het Leerhotel? groot, oud, natuur.

Vind je de kernwaarde ‘nostalgisch’ bij het Leerhotel passen?

Ja. Al zou ik dat wel graag willen veranderen, dat mensen daar niet meteen aan denken.

Vind je de kernwaarde ‘inspiratie’ passen bij het Leerhotel?

Nee helemaal niet, als je hier naar binnen loopt denk je niet meteen: Ik ga hier super zakelijk denken.

Vind je de kernwaarde ‘mysterieus’ passen bij het Leerhotel?

Ja zeker. Wij weten wat voor gangen hier allemaal zijn, hier onder en boven. Wij vinden dat allemaal heel mysterieus.

Vind je de kernwaarde ‘nieuwsgierig’ passen bij het Leerhotel?

Ja als mensen binnen komen willen ze graag een rondleiding. Dat had ik ook, ik was heel geïnteresseerd en wilde alles weten. Mensen zijn wel nieuwsgierig.

Wat zou je veranderen om het Leerhotel nog iets inspirerender te maken?

De vergader ruimtes zijn heel inspiratieloos. Ze moeten dit veranderen. In zo’n super saaie zaal ga je niet echt ruim denken. Je vergadert altijd alleen op een stoel met een tafel. Ik zou de zalen veranderen, maar misschien ook wel de vergadertrend. Alle zalen zijn standaard. Ik zou banken neerzetten bijvoorbeeld dat het niet zo saai is.

De hotelkamers vind ik ook echt verschrikkelijk. Mensen liggen op bed en kijken naar gaten.

Vieze muren, niet mooi. De badkamers zijn wel allemaal heel mooi. En ik zou er grotere bureaus neerzetten, zodat je er ook echt aan kan werken.

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Visie Als wat voor een plek zou je het Leerhotel omschrijven?

Leerzaam, omdat je al de studenten hier hebt rondlopen Wat maakt het Leerhotel anders dan andere hotels?

De leerlingen, deze grote kerkzaal Als je de visie ziet, waar denk je dan aan?

Met de visie ben ik het eens. Ik vind alleen niet echt dat dit hotel dat al doet. Dus dan moeten er wel dingen aangepast worden.

Wat voor een gevoel roept deze visie bij u op?

Ik krijg een goed gevoel bij deze visie. Ik vind het zelf ook.

Logo Voor welk logo zou je kiezen en waarom?

Het logo met lijnen in 3D. Het is wat strakker en het valt toch meer op. De lijnen vallen op.

Interieur Leerhotel Wat vind je van het interieur in zijn algemeen?

Niet mooi, de kamers en de zalen zijn verschrikkelijk. Dat is gewoon zonde. We werken ook niet echt groen. We werken niet echt in de trend van nu.

Denk je dat het Leerhotel er goed aan doet om het interieur iets aan te passen?

Ja. Wat voor gevoel brengt dit interieur die je voor je ziet met zich mee?

Duister, toch wel oud. Wel donker. Wel leuk die planten, toch wel groen. Het straalt toch wel luxe uit. Heel mysterieus. Niet heel ruimdenkend.

Hoe ervaar je een mysterieus en authentiek tintje aan het interieur van het Leerhotel?

Het kan wel, alleen ik zou het wel minder donker maken.

Interieur restaurant en ‘surprise diner’ Vind je het bestaande interieur van het restaurant passen bij de rest van het Leerhotel?

Wat we nu hebben niet, maar ik vind het wel een hele goede start. Je kunt het heel makkelijk doorvoeren.

Wat zou je ervan vinden als de stijl en het interieur van het hotel en het restaurant hetzelfde zijn?

Ja. Maar het hoeft niet alles. Ik ben er juist een beetje voor dat je alles een beetje anders maakt.

Dat mensen bellen echt gaan bellen voor een bepaalde zaal Mis je nog wat aan het restaurant qua arrangementen?

Ja toevallig wel. Je mist trends. Ik vind het heel saai. We hebben een Hightea alleen dat kent iedereen. We maken nu bijvoorbeeld gebruik van een een high beer, dat is wel leuk. Je mist een beetje specials.

Vind je het belangrijk dat het restaurant inspeelt op geur en beleving?

Ik vind dat het altijd een beleving moet zijn, je betaalt er altijd voor. Het moet er mooi uitzien.

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Wat vind je van een surprise diner, waarbij je in het donker of geblinddoekt aan het dineren bent?

Heel erg leuk. Dit kan je ook doen bijvoorbeeld als mensen aan het lunchen zijn in verschillende zalen.

Denk je dat een surprise diner iets zou toevoegen aan het Leerhotel?

Ja want ik heb dit eigenlijk nog nooit echt gezien dit. Ik denk dat veel gasten daar wel benieuwd naar zijn.

Zou je dit arrangement boeken als je met een gezelschap in het Leerhotel komt eten? Waarom wel en waarom niet?

JA!!

Spa Heb je het gevoel dat u iets mist in dit Leerhotel? Zo ja, wat dan precies?

Haha ja nou.. Dit wordt als trouwlocatie gebruikt. Alleen alle plekken waar foto’s worden gemaakt zijn lelijk. Niet onderhouden. We hebben veel mensen die na zoveel jaar weer terug komen om nieuwe foto’s te maken en die zeggen allemaal dat het lelijk is geworden. Mensen gaan hier ook niet meer zo snel trouwen.

Vind je dat het Leerhotel op dit moment voldoende faciliteiten heeft om te kunnen ontspannen?

Nee. Het is toch wel zakelijk.

Mis je bijvoorbeeld een Spa in dit Leerhotel?

Hmm.. Ik denk niet dat het hier bij past. Ik denk dat het niet veel gebruikt wordt. Een ruimte om terug te trekken misschien wel. Daarnaast zou dat niet echt kunnen wat betreft water toevoer en afvoer. Een heel wellness resort zou ik niet voor me zien. Een rust ruimte wel, met banken en kan je altijd wel massages doen.

Ondervraagde 2 Vrouw Leerling MBO Leerhotel het Klooster Algemeen Wat voor gevoel krijg je als je aan het Leerhotel denkt?

Beetje een zakelijk gevoel.

Wat voor kleuren vind je bij dit Leerhotel passen?

Hmm.. Ik zou er zelf wat meer frissere kleuren in te doen. De kleur is nu paars.

Hoe denk je over de kleur paars in combinatie met het Leerhotel?

Ik vind het niet mooi. Het staat voor de paus volgens mij, maar dat laten ze niet echt duidelijk aan de gasten weten.

Wat voor gevoel brengt de kleur paars bij je naar boven?

Een beetje saai, ik houd niet echt van paars.

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Kernwaarden Welke kernwaarden vind je passen bij het Leerhotel?

Gastvrij, ontmoeten, veelzijdig Vind je de kernwaarde ‘nostalgisch’ bij het Leerhotel passen?

Nee. Het wordt wel altijd gezegd maar ik vind het niet echt terug komen.

Vind je de kernwaarde ‘inspiratie’ passen bij het Leerhotel?

Nee, het is een beetje moeilijk. Ik krijg weinig inspiratie als ik hier binnen loop. Het kan veranderen door meer aan het interieur te doen. Meer dingen aan de muur bijvoorbeeld.

Vind je de kernwaarde ‘mysterieus’ passen bij het Leerhotel?

Sommige dingen zijn wel mysterieus. Het is wel een kerk bijvoorbeeld.

Vind je de kernwaarde ‘nieuwsgierig’ passen bij het Leerhotel?

Nieuwsgierigheid vind ik er minder bij passen, dan moet wel echt het concept erbij aanpassen.

Het is nu allemaal een beetje oud en muf.

Visie Als wat voor een plek zou je het Leerhotel omschrijven?

Een plek waar veel mensen nieuwe dingen leren, leerlingen maar ook gasten.

Wat maakt het Leerhotel anders dan andere hotels volgen jou?

Dat we met leerlingen werken.

Als je de visie ziet, waar denk je dan aan?

Nieuwe dingen beginnen en nieuwsgierig worden.

Vind je deze visie bij het Leerhotel passen?

Ja. Vind je het slogan er ook bij passen?

Ja. Logo Welk logo zou u kiezen?

Het logo met 3D met lijntjes, omdat die er wel uitspringt maar ook wel neutraal blijft.

Interieur Leerhotel Wat vind je van het interieur in zijn algemeen?

Ouderwets en saai Denk je dat het Leerhotel er goed aan doet om het interieur iets aan te passen?

Ja Wat voor gevoel brengt dit interieur die voor u ziet met zich mee?

Somber Hoe ervaar je een mysterieus en authentiek tintje aan het interieur van het Leerhotel?

Leuk maar misschien dat het dan wel iets ouder wordt. Dat het heel donker wordt, dat je dan wel een opgesloten gevoel krijgt. Het moet wel goed uitgevoerd worden dan.

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Interieur restaurant en ‘surprise diner’ Vind je het bestaande interieur van het restaurant passen bij de rest van het Leerhotel?

Nee, dat is heel modern en de rest is heel ouderwets, maar ik vind het wel heel mooi.

Wat zou je ervan vinden als de stijl en het interieur van het hotel en het restaurant hetzelfde zijn?

Nee dat niet.

Mis je nog wat aan het restaurant qua arrangementen?

Ja ze hebben wel menu’s. Alleen ze werken niet echt met arrangementen.

Vind je het belangrijk dat het restaurant inspeelt op geur en beleving?

Ja, omdat de gast dan wel met een goed gevoel thuis komt.

Denkt u dat een surprise diner iets zou toevoegen aan het Leerhotel?

Ja je krijgt een beleving en je wordt nieuwsgierig. Misschien wel een klein beetje apart.

Spa Heb je het gevoel dat u iets mist in dit Leerhotel? Zo ja, wat dan precies?

Nee Vind je dat het Leerhotel op dit moment voldoende faciliteiten heeft om te kunnen ontspannen?

Nee. Ze hebben een koffie lounge maar daar kunnen ze beter een echte lounge van maken.

Hoe zou je erover denken als dit Leerhotel een eigen Spa zou krijgen?

Omdat er veel zakelijke mensen naar toe gaan, dan ben ik bang dat er weinig mensen komen.

Ondervraagde 3 Vrouw Leerling MBO Leerhotel het Klooster Algemeen Wat voor gevoel krijg je als je aan het Leerhotel denkt?

Historisch maar ook een beetje saai.

Wat voor kleuren vind je bij dit Leerhotel passen?

Paars omdat dit al de kleur is. Daarnaast vind ik warmere kleuren er ook bij passen.

Hoe denk je over de kleur paars in combinatie met het Leerhotel?

Als ik aan het leerhotel denk, dan denk ik niet meteen aan paars.

Wat voor gevoel brengt de kleur paars bij je naar boven?

Niet een warm gevoel.

Kernwaarden Welke kernwaarden vind je passen bij het Leerhotel?

Ehmmm.. Nostalgie.

Vind je de kernwaarde ‘inspiratie’ passen bij het Leerhotel?

Een inspirerende omgeving zeker, alleen daar moeten ze wel wat meer aan doen.

Vind je de kernwaarde ‘mysterieus’ passen bij het Leerhotel?

Ja ik denk het wel omdat het echt een klooster was vroeger.

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Vind je de kernwaarde ‘nieuwsgierig’ passen bij het Leerhotel?

Nieuwsgierig ook, wij als studenten weten veel te weinig.

Visie Als wat voor een plek zou je het Leerhotel omschrijven?

Historisch. Een grote plek.

Wat maakt het Leerhotel anders dan andere hotels volgen jou?

Dat het heel veel historie heeft en hier vroeger andere dingen zijn gebeurd.

Als je de visie ziet, waar denk je dan aan?

Ik denk aan niet wetend wat het allemaal met zich mee kan brengen Vind je deze visie bij het Leerhotel passen?

Ja ik denk het wel.

Vind je het slogan er ook bij passen?

Het is meer een doordachte slogan dan de oude.

Logo Naar welk logo gaat je voorkeur uit?

Links, zonder lijntjes 3D. Wel met paars er bij houden, er is geen andere kleur waar mensen anders aan denken.

Interieur Leerhotel Wat vind je van het interieur in zijn algemeen?

Heel erg saai.

Denk je dat het Leerhotel er goed aan doet om het interieur iets aan te passen?

Ja ik denk dat ze het sowieso een stuk moderner moeten maken.

Wat voor gevoel brengt dit interieur die je voor je ziet met zich mee?

Als ik een gast was, dan was is hier zeker niet naartoe gegaan. Het is niet echt voor jongere mensen.

Hoe ervaar je een mysterieus en authentiek tintje aan het interieur van het Leerhotel?

Je dat vind ik wel leuk. Ja dat vind ik heel mooi.

Interieur restaurant en ‘surprise diner’ Vind je het bestaande interieur van het restaurant passen bij de rest van het Leerhotel?

Nee het is echt totaal anders.

Wat zou je ervan vinden als de stijl en het interieur van het hotel en het restaurant hetzelfde zijn?

Ja dat lijkt me wel het mooiste.

Mis je nog wat aan het restaurant qua arrangementen?

Ja een high beer of een high wine mis ik. Met vergaderingen is dat ook wel in om zulke arrangementen te boeken.

Vind je het belangrijk dat het restaurant inspeelt op geur en beleving?

Ja.

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Wat vind je van een surprise diner, waarbij je in het donker of geblinddoekt aan het dineren bent?

Heel erg leuk.

Denk je dat een surprise diner iets zou toevoegen aan het Leerhotel?

Ja het is toch wel iets nieuws, daar gaan ze wel voor terugkomen.

Spa Heb je het gevoel dat u iets mist in dit Leerhotel? Zo ja, wat dan precies?

Ik mis wat sfeer. Wat warmere kleuren, het is nu allemaal best wel grauw.

Vind je dat het Leerhotel op dit moment voldoende faciliteiten heeft om te kunnen ontspannen?

Nee echt niet, het is heel groot hier.

Hoe zou je erover denken als dit Leerhotel een eigen Spa zou krijgen?

Heel leuk, alleen ik weet niet echt waar precies Ondervraagde 4 Man Leerling MBO Leerhotel het Klooster Algemeen Wat voor gevoel krijg je als je aan het Leerhotel denkt?

Voor mij is dit gebouw gewoon mijn school. Los daarvan vind ik het saai en oubollig.

Wat voor kleuren vind je bij dit Leerhotel passen?

Paars is de kleur. Dat heeft iemand verzonnen en daar mogen we niet meer van af stappen. Maar ik vind oranje en zwart er ook bij passen, maar dat komt omdat dit de kleuren zijn van onze school.

Hoe denk je over de kleur paars in combinatie met het Leerhotel?

We zijn niet anders gewend.

Wat voor gevoel brengt de kleur paars bij je naar boven? ehm…. Ik heb hier geen gevoel bij..

Kernwaarden Welke kernwaarden vind je passen bij het Leerhotel?

Nostalgie, veelzijdigheid Vind je de kernwaarde ‘nostalgisch’ bij het Leerhotel passen?

Nostalgisch past wel bij het klooster.

Vind je de kernwaarde ‘inspiratie’ passen bij het Leerhotel?

Ehm Nee..

Vind je de kernwaarde ‘mysterieus’ passen bij het Leerhotel?

Daar kan ik me wel in vinden Vind je de kernwaarde ‘nieuwsgierig’ passen bij het Leerhotel?

Je kan nieuwsgierig zijn naar de studenten. Vergaderzalen mogen wel wat moderner. Ze hoeven niet zo traditioneel te zijn eigenlijk.

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Visie Als wat voor een plek zou je het Leerhotel omschrijven?

Ehm ja gewoon.. als het Leerhotel. Een plek waar je kan leren en ervaringen kunt opdoen.

Maar ook gasten kunnen hier genieten.

Wat maakt het Leerhotel anders dan andere hotels volgen jou?

Je werkt hier met studenten in opleiding. Dat maakt het wel anders.

Als je de visie ziet, waar denk je dan aan?

Ehmm.. Nou ik haal eigenlijk meer mijn inspiratie uit het bekende. Dus ik weet het niet zo goed. Bijvoorbeeld dingen en concepten die al bestaan daar haal ik inspiratie uit.

Vind je deze visie bij het Leerhotel passen?

Hm ik twijfel.

Vind je het slogan er ook bij passen?

Ik heb mijn twijfels..

Logo Naar welk logo gaat je voorkeur uit?

Ik zou kiezen voor de 3D met lijnen, het ziet er leuk uit en beter dan plat uit. Het is professioneler.

Interieur Leerhotel Wat vind je van het interieur in zijn algemeen?

Slecht haha.

Denk je dat het Leerhotel er goed aan doet om het interieur iets aan te passen?

Nou ik zou alles van het restaurant doortrekken. Het restaurant is namelijk heel erg mooi.

Hoe ervaar je een mysterieus en authentiek tintje aan het interieur van het Leerhotel?

Ja dit zou ik wel voor me zien. Ik zou het iets moderner maken. En die gang op de afbeelding, dat weet ik niet helemaal.

Interieur restaurant en ‘surprise diner’ Vind je het bestaande interieur van het restaurant passen bij de rest van het Leerhotel?

Nee het is een andere stijl. Dus ik vind het niet bij de rest passen Wat zou je ervan vinden als de stijl en het interieur van het hotel en het restaurant hetzelfde zijn?

Ja, goed. Zou ik doen.

Mis je nog wat aan het restaurant qua arrangementen?

High beer high wine. En als je hier in het hotel slaapt een week, dan eet je bijvoorbeeld een week lang hetzelfde. Ik zou dus de gerechten per dag veranderen.

Vind je het belangrijk dat het restaurant inspeelt op geur en beleving?

Hmm.. Geur kun je beter overbrengen met een aperitief. Beleving mist ik niet meer.

Wat vind je van een surprise diner, waarbij je in het donker of geblinddoekt aan het dineren bent?

Ja dat kan wel leuk zijn.

Denk je dat een surprise diner iets zou toevoegen aan het Leerhotel?

Ja je kan daardoor wel sfeer toevoegen.

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Spa Heb je het gevoel dat u iets mist in dit Leerhotel? Zo ja, wat dan precies?

Een aparte bar, je hebt die nu namelijk alleen in het restaurant. Je wilt een aparte bar als je gewoon nog een drankje wilt doen en niet meteen in het restaurant zitten. Het is niet van elkaar los.

Vind je dat het Leerhotel op dit moment voldoende faciliteiten heeft om te kunnen ontspannen?

Nee, volgens mij hebben ze dat niet eens.

Hoe zou je erover denken als dit Leerhotel een eigen Spa zou krijgen?

Wel leuk maar kan niet echt. Het is wel leuk maar niet haalbaar.

Ondervraagde 5 Man Leerling MBO Leerhotel het Klooster Algemeen Wat voor gevoel krijgt u als u aan het Leerhotel denkt?

School, saai en onprofessioneel Wat voor kleuren vindt u bij dit Leerhotel passen?

Paars want dat is de kleur van het hotel. Iets met monniken. We zouden zelf liever een andere kleur zien.

Hoe denkt u over de kleur paars in combinatie met het Leerhotel?

Paars hoort wel echt bij de school en is niet meer weg te denken. Je ik vind het wel bijpassend.

Wat voor gevoel brengt de kleur paars bij u naar boven?

Ik heb er niet veel mee. Ik moet dan aan school denken.

Kernwaarden Welke kernwaarden vind je passen bij het Leerhotel?

Nostalgie, open, veelzijdigheid.

Vind je de kernwaarde ‘nostalgisch’ bij het Leerhotel passen?

Ja het past wel bij het klooster.

Vind je de kernwaarde ‘inspiratie’ passen bij het Leerhotel?

De instructeurs proberen ons te inspireren, maar denk niet dat het werkt.

Vind je de kernwaarde ‘mysterieus’ passen bij het Leerhotel?

Niet echt. Ik vind het best uitgewerkt en ik denk niet er veel mysterie meer in zit.

Vind je de kernwaarde ‘nieuwsgierig’ passen bij het Leerhotel?

Ja op zich, rondleidingen door het hotel worden ook wel veel gedaan, mensen zijn nieuwsgierig.

Wat zou je willen veranderen zodat het Leerhotel meer inspirerender kan worden?

Ehm ja, moderner maken, meegaan in de trend. Zitzakken, diverse vergaderstijlen. Meer relaxte houding.

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Visie Als wat voor een plek zou je het Leerhotel omschrijven?

Als een plek waar je kan leren en ervaring op kan doen en gasten kunnen wel genieten van overnachting of diner.

Wat maakt het Leerhotel anders dan andere hotels volgen jou?

Werken met studenten in opleiding. In bosrijke omgeving.

Als je de visie ziet, waar denk je dan aan?

Nee niet mee eens. Meer inspiratie halen uit vergaderzalen waarin je het al doorvoert.

Vind je deze visie bij het Leerhotel passen?

Denk het niet.

Vind je het slogan er ook bij passen?

Hmm ja als je het zo bekijkt.. Ja dat zou me wel aanspreken.

Logo Welk logo spreekt je het meeste aan?

Het logo in 3D met lijnen. Ziet er strakker en netter uit. Is ook professioneler.

Interieur Leerhotel Wat vind je van het interieur in zijn algemeen?

Slecht. Oud en niet mooi.

Wat zou het Leerhotel hier aan kunnen veranderen?

Alles doortrekken in lijn van het restaurant. Het moet meer retro worden. Hier en daar authentieke dingen doen, maar voornamelijk modern houden.

Vind je het bestaande interieur van het restaurant passen bij de rest van het Leerhotel?

Het is wel de stijl die we graag willen zien, maar het past niet bij leerhotel.

Mis je nog wat aan het restaurant qua arrangementen?

Ja. Er is nu alleen een driegangen menu en die is de gehele week hetzelfde. Er moet elke dag verandering komen.

Vind je het belangrijk als het restaurant inspeelt op geur en beleving?

Beleving wel, maar geur, hoe wil je dat gaan doen. Beter amuse of aperitief dan, hierdoor krijg je al een beleving.

Denk je dat een Surprise diner iets zou toevoegen aan het Leerhotel?

Ja dat denk ik wel. Dit geeft wel meer beleving. Je moet meer sfeer creĂŤren.

Spa Heb je het gevoel dat je iets mist in dit Leerhotel? Zo ja, wat dan precies?

Ik mis een aparte bar.

Vind je dat het Leerhotel op dit moment voldoende faciliteiten heeft om te kunnen ontspannen?

Nee je kunt alleen buiten in de tuin gaan zitten.

Hoe zou je erover denken als dit Leerhotel een eigen Spa zou krijgen?

Een spa, daar zijn ze enthousiast over, allen is dit helaas niet mogelijk. Maar ik denk wel dat een ontspanningsruimte iets zou toevoegen. Wat je nog anders kan toevoegen zijn bijvoorbeeld massages. Maar misschien toch wel mee oppassen ook.

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Ondervraagde 6 Vrouw Werknemer van het Leerhotel het Klooster Algemeen Als wat voor een plek zou je het Leerhotel omschrijven?

Ik zie het Leerhotel als een leerwerkplek voor studenten van het MBO. Een heel leuk gastenverblijf voor oud en jong. Een leuke evenementen locatie, lekker eten beneden. En ja.. dat eigenlijk.

Wat maakt het Leerhotel anders dan andere hotels?

Dat het is opgeknapt, nog steeds wel oud, mooi oud. Heel ruimtelijk, de binnentuin is heel leuk.

Mooie kunst aan de muur.

Visie Als we de visie koppelen aan het Leerhotel, vind je dit dan passend?

Nee eigenlijk niet. Ik vind het impliceren dat het nog in ontwikkeling is. Het onbekende klinkt alsof het leerhotel nog zoekende is. De slogan voelt al wel iets anders.

Logo Welk logo spreekt je het meeste aan?

Ehm degene zonder lijntjes in 3D. Ik vind deze het meeste erbij passen, alleen vind ik alleen een toren niet op een klooster lijken. Er zijn meerder elementen, zoals de vierkanten tuin en daaromheen de gang.

Interieur Leerhotel Wat vind je van het interieur in zijn algemeen?

Het mag wel wat hipper, het is wat oubollig, Hoe ervaar je een mysterieus en authentiek tintje aan het interieur van het Leerhotel?

Ik vind het wisselend. Ik vind een groene muur en bruine stoelen dubbelop oubollig. Dus ik zou het combineren. Het moet wel moderner tinten hebben.

Interieur restaurant en ‘surprise diner’ Vind je het bestaande interieur van het restaurant passen bij de rest van het Leerhotel?

Nee helemaal niet.

Wat zou je ervan vinden als de stijl en het interieur van het hotel en het restaurant hetzelfde zijn?

Ja dat moet zeker gebeuren. Het restaurant is heel mooi en ik vind het wel belangrijk dat alles een soort stijl heeft.

Vind je het belangrijk dat het restaurant inspeelt op geur en beleving?

Ja dat is zeker belangrijk, dat is eigenlijk een feit haha.

Wat vind je van een surprise diner, waarbij u in het donker of geblinddoekt aan het dineren bent?

Hmm.. Ik vind het echt heel leuk! Maar dat moet dan wel heel goed doordacht worden.

Spa Hoe zou je erover denken als dit Leerhotel een eigen Spa zou krijgen?

Dat zou wel in de omgeving passen.

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Ondervraagde 7 Man Leraar MBO van het Leerhotel het Klooster Visie Als wat voor een plek zou je het Leerhotel omschrijven?

Als een plek met veel mogelijkheden een ook wel een beetje een saaie plek toch nog wel.

Wat maakt het Leerhotel anders dan andere hotels volgen jou?

Dat wij alles kunnen en willen veranderen wat een gast maar wilt.

Vind je deze visie bij het Leerhotel passen?

Ja dat klinkt heel leuk. Alleen ik zie ook wel het gevaar erin. Het onbekende is misschien gevaarlijk. Maargoed dat ligt natuurlijk ook wel weer aan de doelgroep. Voor startups is dit hartstikke leuk, leuker dan voor corporate.

Logo Naar welk logo gaat je voorkeur uit?

3D variant zonder lijntjes, omdat ik rechts saai vind wit zwart vind ik niet leuk.

Interieur Leerhotel Wat vind je van het interieur in zijn algemeen?

Oud en afgeschreven. Wij willen hier vooral meerdere concepten in hebben. Het past hier namelijk goed om meerdere stijlen te combineren.

Interieur restaurant en ‘surprise diner’ Mist u nog wat aan het restaurant qua arrangementen?

Arrangementen zijn super leuk, dat missen we nog wel. Super leuk, zeker doen. Alleen moeten we niet te lang bezig zijn met keuzes. Het moet duidelijk en doordacht gevisualiseerd worden.

Wat vind je van de surprise diner?

Leuk, heel leuk.

Spa Vind je dat het Leerhotel op dit moment voldoende faciliteiten heeft om te kunnen ontspannen?

We missen het en daar zijn we zeker mee bezig.

Ondervraagde 8 Vrouw Lerares HBO Fontys Hogeschool Algemeen Wat voor gevoel krijgt u als u aan het Leerhotel denkt?

Ik heb er een dubbel gevoel bij. Toen ik hier eerst kwam dacht ik ohhh dit is echt om jaloers op te zijn, maar toen keek ik vanuit de professionele kant en toen jeukte me handen. Er zijn veel kansen die niet benut worden en die zeker nog benut kunnen worden.

Wat voor kleuren vindt u bij dit Leerhotel passen?

Ik zou de kleuren wat lichter doen, dus wel het bruin behouden maar wel wat lichter bruin.

Hoe denkt u over de kleur paars in combinatie met het Leerhotel?

Ik snap de kleur heel goed, maar ik denk dat het maar een fractie is van het hotel. Het klooster is niet eens oud en daarmee doet het afbreuk aan het fysieke gebouw.

Wat voor gevoel brengt de kleur paars bij u naar boven?

Ik vind paars een afschuwelijke kleur.

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Kernwaarden Welke kernwaarden vind je passen bij het Leerhotel?

Gastvrij, open/transparant, veilig Vind je de kernwaarde ‘nostalgisch’ bij het Leerhotel passen?

Nee, omdat ze dat nu niet goed belichten en ik vind dat het gekunsteld is, het gebouw is niet oud.

Vind je de kernwaarde ‘inspiratie’ passen bij het Leerhotel?

Ja. Vind je de kernwaarde ‘mysterieus’ passen bij het Leerhotel?

Mwah nee niet echt. De eerste keer dat ik hier binnen kwam had ik dit wel.

Vind je de kernwaarde ‘nieuwsgierig’ passen bij het Leerhotel?

Ja. Visie Als wat voor een plek zou je het Leerhotel omschrijven?

Als een mooie plek Wat maakt het Leerhotel anders dan andere hotels volgen jou?

De omgeving, de unieke manier van leren en hotel zijn. Die zijn er meer, alleen hier hebben ze dan een optelsom. Hier heb je dan weer het gebouw mee, de plek mee en doordat ze samen zijn versterken ze elkaar.

Als je de visie ziet, waar denk je dan aan?

Visie technisch is dat een mooie visie. Het is alleen wel heel bepalend wat voor kernwaarden daar bij horen.

Vind je deze visie bij het Leerhotel passen?

Ja maar voor mij hangt het echt samen met design.

Logo Naar welk logo gaat je voorkeur uit?

Naar het 3D logo en dan de eerste vanwege het onbekende. Met lijntje is heel duidelijk dus ook minder bekend.

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CONCLUSION The test plan has been tested on eight persons. Five respondents are MBO students who are educated and working at Leerhotel Het Klooster. Apart from the students, one respondent is an employee of Leerhotel Het Klooster and two of the respondents are teachers. One is an MBO teacher of the Leerhotel Het Klooster and the other is an HBO teacher of Fontys ACI. The test plan is executed by having a conversational interview with the respondents. During this conversation we asked them different questions which will help us further developing our concept.

Looking at the similarities of the answers of the respondents, we see that every respondent agreed with the fact that Leerhotel Het Klooster is boring and old fashioned. It is thereby necessary to change the interior of Leerhotel Het Klooster itself, in a way that it becomes more modern.

The respondents also indicated that Leerhotel Het Klooster has to make changes to make the building a more inspiring area. Working in a boring space does not affect their inspiration in a good way. In different environment: a more inspiring space, it is easier for them to feel inspired.

Vision There are different opinions about the formulated vision. People find it a good vision, but there were also a few respondents who were not so sure if the vision would fit in Leerhotel Het Klooster. It is important that the vision is fully implemented in every aspect of the concept, as well as the design which has to connect with our concept.

Logo All respondents were enthusiastic about the logo. The most frequent chosen logo is the logo in 3D with the lines. More people chose this logo because they thought it was modern and clear because of the fine lines. The 3D logo without the lines was also popular. The respondents chose this logo because of the fact that a logo without the lines reflect the part of the vision that focuses on the unknown. This is what we want to express.

Interior The respondents all agreed that the interior of Leerhotel Het Klooster cannot have too many dark colors. The reason for this was mainly because this way it could become too gloomy. They suggested combining the nostalgic style with modern elements and a lot of light and bright colours.

Surprise diner The respondents react enthusiastic about the surprise dinner. It is a refreshing idea that definitely would work in Leerhotel Het Klooster. But there is one danger in this arrangement. A surprise dinner must be performed very well and communicated clearly.

Spa The test plan has shown that a Spa in Leerhotel Het Klooster would not be achievable. However, the test plan also showed that Leerhotel Het Klooster definitely needs more facilities and places for guests to relax. Respondents came up with ideas such as lounge benches, a drinking bar and massages.

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ATTACHMENTS INDIVIDUAL PARTS

INDIVIDUAL PART - SAMANTHA STERRENBURG A few weeks ago, we started with the advanced course Concepting Plus. From the beginning, I was very enthusiastic. We started a group with five women, who are all standing for what they believe in, have passion for their study and were willing to build a great concept out of nothing. Every week we came up with great ideas, created the vision: “Inspiration is drawn from the unknown” and build our concept on that one sentence.

When I am going to look at the process we had, the dormant-, awakening- and living concept, I think we did a great job in such a short time. When we would have had more time, I think we could do more about the living concept.

Our target group was business people and we created a surprise dinner, relaxation room and secret book.

But how about their teambuilding?

There are a lot of meetings in Leerhotel het Klooster and many business people are staying for the night.

So why can’t we organize a teambuilding event?

My idea was to create an escape room. An escape room is an activity where you will be locked up in a room. The only way you can get out of the room is to solve puzzles, brain-teasers and assignments. All of this has to be done in a limit of time, think about 60 minutes.

The power of this entertaining game, is to bring people together, let them work together and create a teambuilding they have never had before.

Because Leerhotel het Klooster has a lot of rooms, with a nostalgic and mysterious feeling, it will fit well in the living concept of an escape room. The only things you need are a clock and different puzzles and brain-teasers, that will challenge the business people to escape out of the room.

An escape room is also something that fits with our core values. It is mysterious, because you don’t know what will come up next. It is inspiring because you learn new things and you learn from each other.

Besides that, you have to combine your strengths to break out of the escape room. It will give you a nostalgic feeling, because it will be in a room from Leerhotel het Klooster itself, with the old monastery look. You will get curious what the solving of the assignments are and what will be waiting for you when you break out of the escape room.

I think, when we create an escape room as an extra living concept it will strengthen the whole concept, so it will become more and more like the law of similarity. In the book Concept Code at chapter 5.1.2.1 Seeing, understanding and getting convinced they talk about different kind of laws while creating a concept.

The law of similarity says that a good concept is one coherent whole: you can see that services and products belong together.You can create a coherent whole by effectively applying the law in similarity.

In Concept Code there is also a chapter where they talk about translation from the dormant concept to the living concept (5.1.2 Translation).

The element translation forms an important bridge between the dormant and the living concept. Here you add concrete meaning to that which you have formulated and visualised at an abstract level, in the dormant concept. With this element, you largely determine the direction of the living concept. Language, in word and image is highly important in this element.

When you are going to look to the surprise dinner, the secret book and the escape room they have a lot in common. With all these three living concepts, you get curious because you don’t know what is coming or what you have to expect.

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You get inspired, because you are eating something while you don’t see what it is. Solving something, while you don’t know what the outcome will be or writing down something, that you just learned and want to remember.

It will give a nostalgic feeling because all the living concepts you have to do in company, because you won’t figger these things out on your own. With everything you do you will have to work in a team. During dinner to communicate, during the escape to find a way out and during meetings, to write down something new and learn from each other.

The mysterious aspect will be in the building, the decorations and the feeling you will get when you walk inside. You know that there happened a lot in the building. But what did the monastics do? You will never find out the real truth…

So in the end, when we are going to look to the vision; “inspiration is drawn from the unknown”, it all make sense while looking at this three different living concepts. The circle of the experience is complete.

MOODBOARD ESCAPEROOM

Personal reflection I think I learned a lot in the past few weeks. Before I started this course, I had a difficult time with combining an abstract thing like a slogan or a vision into a living concept, that is so strong you can keep using it. My biggest challenge was to break through that wall, to think about deeper layers and come up with something I would never imagine to happen.

While I am writing this, I can finally say that I achieved that goal without a doubt. I am proud of my team and the Creative Advisory Report we created together. I’ve been challenged week after week, there was a lot of pressure, brainstorming and sometimes we failed, but I think that the most important thing about this whole experience was that we never gave up.

We gave a presentation to the client, teachers and our classmates. We convinced them that our concept would fit well at Leerhotel het Klooster. Not because we think we’re already there, but because we believe in the concept we created and we believe that it could work.

“Dreaming is believing, and when you go after your dreams the sky is the limit and you can make the impossible possible again.”

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INDIVIDUAL PART - ISABELLE CIJSOUW When reflecting on the process as a whole, I have not recognized any moments where I thought we were making wrong decisions or taking on different directions, which in my opinion is a sign of a good working atmosphere in this team. I have learned a lot from this course, especially because this was an assignment for an external client. It is true that a lot of assignments of CO IEMES students are for external clients, but I felt that this course gave us more freedom and more room to use our own creativity compared to the previous concepting courses. In this individual part I will look back on a situation that made me think of the development of our concept and how it would be if we had made some changes earlier on. I will describe that situation and propose a possible change that could have been made in my opinion.

Reflection At the end of the course we wanted to create one last living concept. We wanted this idea to be simple in a way that it could easily be implemented in the customer journey of guests in Leerhotel Het Klooster without any high organizational efforts. I noticed that it was relatively difficult to come up with this more subtle living concept, than it was to create the other living concepts that required more organizational efforts. Whenever someone thought they had come up with the one idea that would fit, we checked if this idea fit the vision and every core value. Often, one or two core values were left out and we started brainstorming again.

This is also the moment where I started doubting whether some core values should focus on the way Leerhotel Het Klooster offers their services and products, rather than primarily focusing on the atmosphere and experience within the building, which is what we initially did. I believe that this would have made it easier to generate ideas and substantiate our choices later on in the process of creating our living concepts.

Improvement As is mentioned in the book of Concept Code, the selection of core values is determined by the essence of the problem exploration. These core values are the bridge between the organizational and consumer identity (Crucq-Toffolo & Knitel, 2016). The problem of the client was mainly that they did not have a strong conceptual foundation to base their decisions on. This led to big differences in both style and behaviour. In this situation we made the decision to focus on a brand new concept for Leerhotel Het Klooster. We focused a lot on the consumer identity and not so much on the organizational identity because of this. I would like to add that in this case I think it would have been useful to create core values that speak to the atmosphere we wanted this concept to deliver, and create core values that speak to the behaviour this concept will execute. I think a mix of such values will be ideal to create living concepts. Of course, this could vary in each process of developing a concept because every client is different. This is why, in this individual part, I decided to change two core values in our concept.

Our initial core values were: -Nostalgic -Inspirational -Mysterious -Curious In this change, I would remove the core values ‘mysterious’ and ‘curious’. I would delete the core value ‘mysterious’ because it may not be appealing to guests that want to stay at Leerhotel Het Klooster for a meeting or for a night in one of the hotel rooms. ‘Mysterious’ could communicate the concept as one where guests are unintendedly not in control during their stay at Leerhotel Het Klooster because there are certain aspects that they don’t know about.

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his could make them insecure, because the intended mystery could lower their trust, which might be a barrier for them to visit Leerhotel Het Klooster in the first place. That is why I think ‘enigmatic’ would be a more fitting word to reflect the unknown in our vision. I believe this because this word expresses a puzzling, mystifying quality (Merriam-Webster, n.d.). This puzzling quality in the unknown is what could make guests keep wanting more and more when experiencing it in a positive way in Leerhotel Het Klooster. One of our current living concepts is a good example of this: the surprise dinner. There are different courses which guests can only identify by tasting and smelling it, because they cannot use their eyes. They also do not know what the next course will be. This will make them excited to know what enigmatic course may come next.

I would remove ‘curious’ from the list of core values because it says something about the effect of the concept on the visitors of Leerhotel Het Klooster, rather than something that the organization expresses itself. That is why I changed this core value into ‘open-hearted’. I earlier spoke about mystery being a possible barrier for visitors. The book Concept Code mentioned that the value you wish to create is partly determined by the type of sector you are creating a concept for (Crucq-Toffolo & Knitel, 2016). Since Leerhotel Het Klooster is positioned in the hospitality branche, being open-hearted is crucial in order for guests to experience the enigmatic side of Leerhotel Het Klooster in a positive way. ‘Hospitable’ could also have been an obvious value, but open-hearted speaks to many more aspects: it can speaks to visitor’s emotions and needs when it comes to feeling welcomed, but also reflect a sense of honesty which is beneficial for a concept that brings guests in touch with the unknown.

Apart from adding these two core values, I would also have changed the explanation of the two remaining core values. The reason for this is because I did not feel like the previous explanations added a clear value to the whole concept. This leads to the following selection of core values: Open-hearted Leerhotel Het Klooster is open-hearted in the way they meet every guest’s needs, by making sure visitors feel warmly welcomed. Leerhotel provides all facilities guests need in order to have a successful stay. This open-heartedness also applies to the students that work there. Leerhotel Het Klooster encourages them to gain the experience they need in order to find a good job in the hospitality branche.

Enigmatic Leerhotel Het Klooster is not what it seems to be at first sight, and neither is your visit there. The history of the monastery is unknown to many, which leaves you feeling puzzled about its origin.

The mystery in the experience of visiting Leerhotel Het Klooster constantly leaves you wanting to know about what is next. https://www.merriam-webster.com/dictionary/enigmatic Nostalgic Leerhotel Het Klooster is not necessarily historical because it is not ancient. It was founded in the fifties so in a way it now has grown up, just like the majority of middle-aged and elderly visitors. Because it was founded in this time, Leerhotel Het Klooster is able to express a feeling of nostalgia in the way the building looks and feels on the inside and outside. This will leave guests remembering their own memories and experiences from when they were younger.

Inspiring Because of the enigmatic experience that Leerhotel Het Klooster brings their guests, visitors perform their daily activities in an environment that they are not used to. This is where these daily activities (sleeping, eating and having meetings) become inspiring. There is no way to perform these activities unconsciously because the environment will not allow it. This causes guests to be more conscious about these daily activities, which increases the chance of these activities inspiring them.

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INDIVIDUAL PART - CHERIN RIEMEIJER Reflection Looking back at the last few backs I am really happy with the results and our concept. From the beginning it was clear that I ended up in a group with 4 other hardworking members. On the first day we immediately discussed our tips and tops so that each member knew what the others were good at and what they want to learn.

Each member was assigned a tasked. I became the designer and would have the responsibility for the design parts in each of the phases.

I found this task very interesting and useful as it became clear that every member had another view of our chosen core values so the images I chose for each value were very useful and clarifying. Besides this task I also was responsible for the design of the entire report. It was my goal to reflect the feeling and ambience of our concept into the report. I had to make sure our design reflected our vision by using the black & white images and the colour purple. Of course I also helped with the research, creating the vision and the concept. I feel like every member of our group as done the same amount of work.

My learning goal for this course was to create ‘a concept that has a possibility to have a deeper layer’ and I think that our concept with the vision; ‘Inspiration is drawn from the unknown’, really has this potential. Which is why I am very proud of the results we achieved in just 6 weeks.

At the start of this advanced course I didn’t think I would learn anything new, but I did.

I learned that the focus on the design in each face really helps to create a concept with a deeper layer as the design really carries a feeling and turns all the noses in the same direction. A mood board or just a simple picture that accompany a vision or the core values really helps to make sure that everyone has the same feeling about the dormant and awakening concept. This causes the brainstorm to go a lot smoother and deeper at the same time.

The improvement If I look back at our process I think that the concept testing part is very important and I feel like we slacked a little bit in this part. After reading trough the concept testing chapters in the book Concept Code, I would have loved to pick a more creative approach instead of just interviews. I want the prototype to play a more important role in the testing.

So for my improvement of the concept I chose to make a different test plan. I think that for us the most important thing was to pick one focus point instead of asking about each aspect that we had so far.

For my testplan I would like to focus on the dormant and awakening concept.

The Test plan.

With this test plan the core values are tested. This concept test will test if the logo in combination with the slogan and the black & white pictures, makes the people think about the words we used as our core values. We will be looking for words that are similar. It is very important that our slogan in combination with the logo and pictures creates and ambiance, or the feelings that we originally chose.

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How are we going to test this?

In order to test if the core values are represented correctly we will print out our logo & slogan on a moodboard of black&white pictures on a3. It will look as follows;

“WAAR HET ONBEKENDE INSPIREERT.”

Leerhotel het

Klooster

We will then give the respondent a paper so they can write down all the words they can think of in a timeframe of 3 minutes. We will do this with 10 respondents. We will compare the results with our core values and see if there are any words similar or if the words are very different.

The core values we will compare the answers to are; -Inspiring -Curious -Mysterious -Nostalgic We will afterwards contemplate if we need to change our core values or if the logo & slogan or if the visuals we chose for the core values need to be adjusted to fit the feeling of the respondents.

Why is this important?

If we want to come up with a strong and deep living concept, a strong basis is key. This basis consists of the vision, core values and the slogan. If these aren’t strong and clear than the living concept won’t be clear either. In this way we test the respondents without any prior knowledge of our chosen core values. This is a great way to test if our dormant and awakening concept scream the feeling we want it to scream.

We will also show the 4 different logos and let them pick one with their chosen core values/words from the mood board. This way we find the logo they find fitting instead of the logo they find prettiest.

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What is the role of the Prototype?

In this case the pre-prototype is a mood board for the awakening concept, which is one of the prototype techniques mentioned in the book Concept code. The mood board sets the ambiance and shows the core-values in a visual way. It is very abstract, but should This way we can test if the respondents recognize the ambiance. Do they see the words and values that we want them to see? Or are these completely different? What do we need to change to make sure the ambience does breathe the values we want it to breath?

If these core values fit we can build on a stronger base when we continue with our living concept.

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INDIVIDUAL PART - MEGAN TOPP Reflection I am glad that I could be a part of this group of students I worked with over the last couple of weeks. I worked in a group of four other students who all worked really hard to deliver good work and to accomplish our common purpose.

After our first visit at Leerhotel het Klooster we already came up with a lot of ideas to improve Leerhotel het Klooster. We saw a lot of different design elements and aspects of the monastery and we saw many things we wanted to change. Our first impression was that there was no cohesion between those different designs. Our first fault was that we already came up with a lot of ideas we thought was nice to use in the monastery. But we had to clear our minds first and we had to get back to the core of the assignment. First we needed to know what Leerhotel het Klooster exactly wanted by investigating their vision, mission, target group etc. after we could make a whole living concept.

We followed the steps of the theory of Concept Code wisely and step-by-step we came up with a thought through concept, which is easily applicable by Leerhotel het Klooster. We did a lot of meetings to work together and to brainstorm. During these brainstorms I noticed that every member had good ideas and that every student had an active attitude. We combined all the individual ideas of the students to make a complete concept. It was nice to see that all the things we came up with were made piece by piece with everyone’s input. We brainstormed until everyone was satisfied. We also divided tasks as homework. Afterwards we discussed our results so that we all were satisfied about the actual outcome.

If I look at my own process during this advanced course I can say that I have developed my skills. It was nice to work with a real client and to keep in mind that the client actually could do something with our results. With this reason in mind I found it important that everything in our report was well thought through. Before this course I was thinking a lot more in the living concept of things, but now I am well aware that you have to start with the core of the company. It is good to be aware of the process of building a good concept. Only now I can relate the choices I made with data. I learned a lot about the fact that we had to type everything in English. At first I found it difficult and I still have to improve my English, but I am happy that I had the opportunity to develop my English by writing this report in that language.

For the future I like to be more aware of the things I do and type. Sometimes I am soon pleased with something while afterwards I realised I missed a few things. For example, when I was typing the text for our ‘relaxing space’, I forgot to mention why it is related to the target group. These are very important things to notice in the report. Next time I need to be sure that everything I type will be argued.

After all we are really proud of the opportunity to work with a client like Leerhotel het Klooster. The assignment was really clear, we did not experienced difficulties and after our first visit, we could not wait to make this beautiful place a lot better with a good concept.

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Improvement Using the theory of the book Concept Code connected to our report, I came up with a few implications. I found these implications in our awakening concept and therefore also in our living concept.

By these implications in our awakening concept, I think we missed a few important chances in our living concept. In my opinion, we did not actually pay attention to a very important concept carrier, the employees.

As written in the Concept Code it is very important to not only focus on the consumer. The staff of the organisation also needs to live according to the concept: they must carry the concept, otherwise it is not credible. The employees are in the fist place ambassadors of the concept and/or the organisation. If an organisation pays attention to its employees in this way, the organisation flourishes and gets meaning for its employees (Crucq-Toffolo, G. & Knitel, S. 2016).

In our concept testing, we did test our testplan on the MBO students of Leerhotel het Klooster who study and work there and we also tested our concept on one employee of the monastery and a teacher, but afterwards we did not make a match between their opinion and our concept, translated into a living concept for the employees of Leerhotel het Klooster. I think we thereby missed an opportunity to make our concept more thought through. The employees of the Leerhotel het Klooster have to represent the concept. It is important that they are behind the decision of using our concept. They have to feel connected with our concept. Otherwise they cannot pass the feeling of this concept along with the guests.

If Leerhotel het Klooster came with the decision to use our concept, there will be a lot of things that are going to change. Imagine that the interior of the whole monastery will be changed, but for example the work clothes of the employees still would be the same, than our concept is not thought well through. What if the whole monastery will have a new and different appearance, but the employees are not a part of that new appearance, than the concept is not complete. It is important that the employee is well aware and that the employee will translate the new changes of the concept to the guests of Leerhotel het Klooster.

Perhaps we came up with this realisation if we had done a retesting of our concept testing. But to be honest, we did not do that. I think the reason we did not do that is because of the short amount of time we had. Testing is a cyclical process where we had to process the feedback and test again.

The book says that you do this cyclical process until you get no more new insights or responses (Crucq-Toffolo, G. & Knitel, S. 2016). We also had to test our living concept, but we did not do that either.

Improvement translated in a concept The improvement I want to make is to add a living concept. This concept I want to add is a concept carrier for employees, which translate the core values of Leerhotel het Klooster. It is necessary that it will fit the whole concept.

Nowadays the employees of Leerhotel het Klooster are wearing chique clothes. They are wearing business outfits like a suit, a skirt and a tie. The colours of these outfits are white/black and purple.

In my opinion, business outfits stands for authority. It is not very accessible. With the whole new concept in mind, I think it would fit more if the employees were not that stately dressed. I think they can improve the clothes and make it more accessible for their guests. On of the core values is nostalgic. It would be nice if we combine some nostalgic work wear with the work wear they already wear. Some pieces of that would be braces, a bow, maybe a hat, a gilet etc. Woman can be wearing a dress, an apron, but also a pantalon.

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It is necessary that the employees be well informed about the new concept, so they can translate it well to the guests of the hotel. It is thereby important to organise a meeting were the employees will be informed and trained to convey a certain feeling to the guests. ‘Mysterious’ and ‘curious’ are also two of the core values. We came up with the concept named ‘The secret book’. Guests will have an old key that is connected to a little book that can be used during meetings. This book is a gift to the guests. People are going to talk about this also after the visit of Leerhotel het Klooster. To make this concept more complete, my advice would be to train the employees to use storytelling.

When the guests will arrive and they want to check in, the employees have to make a mysterious impression about the key. They could tell a story about the actual ‘history’ of the key. For example: ‘many years ago, a non was using this key to enter his secret room that was hided behind a big bookshelf. During your stay, maybe you will get to know what you can do with this key’. Our core value ‘mysterious’ would be translated perfectly. With storytelling and with this mysterious vibe, people will be curious.

Crucq-Toffolo, G. en Knitel, S. (2016). Framing, the awakening concept. In G. Crucq-Toffolo (Reds.).

Concept Code (pp 109-122). Amsterdam: BIS Publishers.

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INDIVIDUAL PART - MICHELLE KLAASSEN For my individual reflection, I have chosen to focus on the Relaxing Space that we created as a living concept. The relaxing space is a space where visitors can relax for a while and get some rest. I don’t think this concept is optimal for our vision. Our vision is: “Inspiration is drawn from the unknown”. I don’t think a Relaxing Space is very unknown, as a matter of fact, I think it’s very common in hotels. I would have created an entire different living concept that matches our other living concepts.

We had the opportunity to present our concept for the client and teachers. Afterwards they gave us feedback, and they were fairly positive. The only thing they didn’t understand was the Relaxing Space, that’s why I chose to look at this concept and make it better. I think it was a great idea to add a Relaxing Space if you look at the target group, which is business tourism. They suffer a lot from burn outs and are stressed out most of the time, so a Relax Space would be a logical solution. The only problem with this concept is that it doesn’t really match our vision and dormant concept. The dormant concept is ‘Waar het onbekende inspireert.’

The new living concept I came up with after reading and seeing that slogan, is a library. In the book Concept Code, in chapter 5.1.2 Translation, they talk about how you form the important bridge between the dormant and the living concept. I’ve added more concrete meaning to the concept by almost literally translating ‘inspiration’ and ‘the unknown’ into a living concept; the library. According to Concept Code, the translation needs a concept name, a design map and idea directions for design. The concept name for the library is Klooster Bieb, because it fits Leerhotel het Klooster. Bieb is short for bibliotheek, which is Dutch for library. To give an idea of how Klooster Bieb should look, I will add a mood board.

We have two other living concepts, The Surprise Dinner and The Secret Book. I think those two concepts are perfect for our vision, because they include every part of it. I think Klooster Bieb would be more suitable for our concept than the Relaxing Space. Keeping in mind the Law of Similarity (Concept Code, 2016), the library matches with the Secret Book. You can tell that the services and products of the hotel belong together, under the vision that inspiration is drawn from the unknown. The law of similarity is actually a law for the design phase of the concept, but I think you can implement it with the living concept as well. If you make sure that Klooster Bieb has the same style as the Secret Book and the interior of the rest of the hotel, it will create a consistency for the visitors. I will explain more about why Klooster Bieb fits our vision in the next paragraph.

A library filled with books fits our vision because it matches every single one of the core values. The core values are nostalgic, inspirational, mysterious and curious. A library is nostalgic because libraries have existed for hundreds of years. Books are an ancient way of learning new things, and they are supposed to make people curious about new information.

You can learn a lot from books, and it doesn’t matter if they are old or new. Compared to all the new technology nowadays, books have a certain mystery over them. It depends on what kind of books you have of course, but older books are very mysterious because it isn’t always clear where they came from, or who wrote them. Naturally, books are very inspiring.

Whether you are reading fiction or non-fiction, there’s always something to get new inspiration from. If you haven’t read the book yet, you are drawing inspiration from the unknown.

Klooster Bieb fits the target group as well, because elderly as well as highly educated people read a lot of books. They are interested to learn new things and since they grew up with books, they are more likely to pick up a book than a teenager is (Leesmonitor, 2016).

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Leerhotel Het Klooster has a big empty space under the monastery hall that they aren’t using right now. That would be a perfect space for Klooster Bieb. Visitors can rent books for free during the time that they are staying in the hotel, using their room number and name. They can keep the books until the day that they check out. To make the library even more attractive for the visitors, you can create a small reading/relaxing space in the middle of the library, with big couches and a place where you can get coffee or tea.

Leesmonitor. Wie lezen er? | Leesmonitor. Retrieved on 28th of october 2017, from https://www.leesmonitor.nu/wie-lezen-er

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