Selected works  > ValueFlexi

 
 

ValueFlexi

Re-thinking loyalty in the Hotel Industry.

UI/UX | Product Design | User Research

ValueFlexi is a digital concept designed to help Hotels retain their loyal customers. It provides an easy and simple alternative to the points system that has fallen out of favor and lost trust with customers.

In this case study i attempt proffer a big bold idea that an Hotel can consider as an alternative that customers will likely to find more appealing.

Highlights

Problem Space

The Hospitality industry in Canada like around the world was among the worst-hit industries due to the pandemic.

The Hotel industry specifically has seen occupancy rates drop from 70% on average in 2019 to 25% in 2020 and yet to reach pre-pandemic levels hovering at around 50% in several leading economies.

The effect of this multi-year crisis is the hotel industry has been forced to pivot in ways that are eroding customer trust and loyalty.

This exercise explores the challenges and proposes 1 bold solution that can resolve significantly the challenge of loyalty.

 
 
 

The industry challenge

  • Low occupancy and continued revenue loss.

  • Reduced B2B traveling.

  • Constantly changing health codes and domestic policies impacting travel.

  • The increased expenditure is due to enhanced cleaning protocols and technology solution upgrades.

  • Devaluation of reward systems.

 

The goal

  • The goal is to create a concept implementable on the digital platforms of an hotel.

  • The digital solution should improve customer loyalty and create brand affinity.

  • The solution will create more revenue for the hotel through a consistent and loyal customer base.

  • The solution should provide the customer more ways to save cost and get more freebies and perks.

The solution

ValueFlexi is a dynamic discount saving system that a qualified customer earns right away and can choose to use against the current bill or apply to other hotel experiences or perks.

Try out the prototype.

Solution features

 
 

  • The customer logs in to discover he has been upgraded to a ValueFlexi customer.

  • And is offered the option to learn more or go-ahead to book.

  • Confetti was added to the announcement for a celebratory feel.

 
 
 

The customer then proceeds to select check-in and check-out dates. The customer is also provided with the daily discounts assigned to the dates so it can impact his date choice if the customer wants more discounts. 

 

The customer is provided with the ValueFlexi cost, standard cost, and discount saving for the room booking option made.

The customer is also shown other potential discount savings deals based on the prior choice.

The customer is also offered deals if there is a possibility for exploring other date choices.

 
 
 

Customer is then offered options to either use ValueFlexi saving against bill, accumulate the savings or redeem savings against an hotel add-on service.

Customer finishes the booking process and books the room after deciding what happens to the ValueFlexi.

Measuring results

  • There are various metrics that can be measured to get an indication of success with the idea.

  • Amount of successful booking via ValueFlexi

  • Increase in occupancy and RevPAR

  • Increase in ValueFlexi customer upgrades per month

  • Net promoter score.

 

Reflection

  • Given my actual inexperience with the industry, I leaned more on the research to learn more on the industry issues. There are real possibilities of other variables that could have impacted the outlook of the research not yet factored in.

  • There are potential cost considerations to having each extra room booked as a result of the solution that needs to be studied to be certain it is within the baseline costs levels the Hotels can accommodate.