What's Happening?
At the EHL HumanX Summit in Lausanne, Alina Hernandez, founder of the Wellness Innovation Hub and co-chair of the Global Wellness Institute's Mental Wellness Initiative, emphasized the importance of designing experiences before constructing physical spaces
in the hospitality industry. Hernandez, who describes herself as an 'experience architect,' argues that understanding the needs and desires of both guests and employees is crucial before any architectural plans are made. She believes that the traditional approach of retrofitting experiences into existing structures is inefficient and costly. Instead, she advocates for a co-creation process involving all stakeholders, from executives to frontline staff, to ensure that the design serves its intended users effectively. Hernandez also highlighted the concept of 'return on experience' (ROX) as a qualitative measure that can significantly impact customer loyalty and business success, contrasting it with the more traditional 'return on investment' (ROI).
Why It's Important?
Hernandez's approach to experience-first design is significant as it challenges conventional practices in the hospitality industry, which often prioritize physical infrastructure over user experience. By focusing on ROX, businesses can enhance customer satisfaction and loyalty, potentially leading to increased lifetime value and competitive advantage. This shift in focus is particularly relevant in today's fast-paced digital world, where consumer expectations are rapidly evolving. The emphasis on co-creation and stakeholder involvement also promotes a more inclusive and adaptive design process, which can lead to more innovative and effective solutions. As the hospitality industry continues to recover from the impacts of the pandemic, adopting such forward-thinking strategies could be crucial for long-term success.
What's Next?
The adoption of experience-first design principles may lead to significant changes in how hospitality businesses plan and execute their projects. Companies might increasingly involve diverse stakeholders in the design process to ensure that the final product meets the needs of both guests and employees. This approach could also encourage the development of new metrics and tools to measure ROX, providing businesses with better insights into the qualitative aspects of their offerings. As more companies recognize the value of experience-driven design, there may be a broader industry shift towards prioritizing user experience over traditional ROI metrics.
Beyond the Headlines
Hernandez's insights also touch on broader cultural and technological trends, such as the integration of technology in enhancing human experiences. Her perspective that technology and nature both offer forms of connection suggests a more nuanced view of the digital transformation in hospitality. This approach could lead to innovative ways of blending technology with natural elements to create enriching experiences for guests. Additionally, her emphasis on critical thinking and avoiding assumptions in design processes highlights the importance of adaptability and continuous learning in an industry that must keep pace with changing consumer preferences.
