GSAIR 2023 : AMERICAS 10
DE & I : incorporating it into the customer journey to improve the guest experience .
Stage 1 : Booking
Touchpoints
�Website / app �Customer support ( if needed ) �Service owner or operator communication
Pain points
�Confusing website navigation or instructions �Difficulty in finding suitable dates or unit ( s ) �Booking process glitches
Emotions : Excitement / anticipation
Stage 2 : Pre-Arrival
Touchpoints
�Booking confirmation email �Pre-arrival information email ( s )
Pain points
�Lack of clear instructions �Delayed or missing confirmation email �Uncertainty about the check-in process
Emotions : Assured / ready
Stage 3 : Arrival
Touchpoints
�Arrival at the property �Concierge or self check in kiosk
Pain points
�Long wait time for check-in �Confusing directions to the property �Issues with keys or access cards
Emotions : Excitement / frustration
Inclusion in practice Touch points across the traveler journey , where inclusion or lack of inclusive practices may be overlooked :
If staff are not trained to assist guests with diverse needs , the experience becomes fragmented , it can engender feelings of bias or prejudice , and hinder a truly inclusive booking or check-in process
Consider traveler perceptions and / emotions . On arrival , the location may not be familiar to them , they may be frustrated after a delayed flight , etc ., Are the locations secure , well-lit , and what does the experience feel like in scenarios where travelers are asked to pick-up access / room keys off property
Can guests with mobility or cognitive challenges book with assurance using digital accessibility features or communication methods ?
Stage 4 : In stay Experience Touchpoints
�Amenities and furnishings �Housekeeping
Stage 5 : Checkout Touchpoints
�Check out instructions �Returning keys or access cards
Stage 6 : Post Departure Touchpoints
�Feedback survey or email �Post stay communication
Pain points
�Cleanliness issues �Delayed service requests �Disruptions due to maintenance or other
Emotions : Relaxed / comforted
Pain points
�Lack of clear check out instructions
�Disagreement overdeposit deductions ( if applicable )
�Delayed check out process
Emotions : Content / nostalgic
Pain points
�Overwhelming feedback surveys �No acknowledgement of feedback �Unsatisfactory dispute resolution
Emotions : Reflection / feedback
Inclusion in practice
A lack of accessibility features in the unit / on property ( e . g .: grab bars , adaptable furniture for guests with disabilities , widened doorways , assistive audio in common areas or in room ,) can be an inclusion barrier
Guests who may be neurodiverse – may not enjoy housekeeping if their objects or items are moved around while in-stay
Opportunities Diversity Audit and training across your properties :
Seek to better understand guests ’ needs and expectations for a more inclusive experience . Review with booking team ( s ) any special requests or considerations .
Develop ongoing feedback mechanisms to enhance staff awareness of the diverse guest profiles across your properties . Integrate and validate inclusion principles through staff and guest feedback .
Strike the balance of keeping guests informed throughout their journey without sensory overload . Ensuring they are aware of touchpoints and what is required of them will make them feel more assured of the consideration and treatment they will receive at your properties .
Please consider this illustration with your deeper understanding of your typical guest journey and how to bring inclusion to the forefront at your properties .