Dyplomat
Branding full of elegance based on the customer journey map
Hotel Dyplomat is the first four-star hotel in Olsztyn. Located in the heart of Olsztyn, the place features a very exclusive yet intimate interior as well as friendly staff. The class and history of the place are highlighted by the fact that the building itself is a historical, pre-war tenement house. It features 51 beds, a day and breakfast restaurant, a conference room for up to 100 people as well as a smaller one for 30 people. There is also a business hall for 25 people with Spa rooms. This premium-tier place is targeted at visitors from all over the world who expect the highest standard of relaxation and hotel service.
OUR TASK
We were tasked with creating a new branding from the ground up. This was associated with the separation of Hotel Dyplomat from Best Western, which is a large franchise. One of our tasks included a detailed preparation of online and offline identification of the place that would reflect its character while standing out from other identifications of this type.
Total number of hours
Number of projects
Number of meetings
Hours of analysis
Weeks of work
We entrusted Panda Marketing with the creation of the rebranding of our hotel based on their previous activities, while counting on the right direction of brand changes. In the context of further actions, we decided that the rebrand should be fairly broad and include both the creation of advertisements and the entire marketing activities. Professional and factual approach to the client, openness and flexible approach - this has led to good cooperation. In each project the company was up to the task, which later translated into a change in the perception of our brand.
Business Cards The cooperation with the customer began with the completion of a few simple graphics and minor orders. The built-up trust, the change of the name and character of the hotel resulted in broader rebranding activities.
We began with a number of meetings with the customer and with a thorough analysis of the processes that are implemented with customers, including all points of contact between the hotel, the staff and the guests.
Subsequently, we analyzed customer groups, the ways in which they are able to find the hotel, the reservations, behaviors and the way they use the hotel. The customers were divided into two groups – business and individual customers. Two different methods of communication were created for these groups, as well as separate values. Next, a division was performed in both groups related to the level of depth referring to the method of communication in the form of a customer journey map. One of these maps is presented later.
Customer Journey Map entails the mapping of the behaviors of users. It is the visual map of the interactions between the user and the product/service, which shows the process of using the service as well as all data associated with the relation: customer – brand.
The next parts will visualize the Customer Journey Map which is experienced by every customer at Hotel Dyplomat. We have combined all this with the visualization solutions for brand communication and identification that we have prepared for our customer. We aimed at the proper design of the service in accordance with the needs and experience of the potential customer.
We have created a persona for the needs of our Customer Journey Map.
STAGE 0 – PERSONA
THERESA GREEN
Gender: Woman | Home town: Warsaw | Age: 32 | Job: High-Level Manager
“I’m looking for a hotel in and around Olsztyn. I want a short, 2-3 days rest in an urban environment combined with the possibility of a trip to the bosom of nature”
The persona is searching for urban tourist destinations with the possibility of reaching nature-related attractions by car (a maximum of 30 minutes away by car, one way). The necessary condition that has to be met: a three- or four-star hotel with a location outside main tourist destinations. Warmia and Masuria are the first choices. The next one is Olsztyn. Initially, the persona is searching for attractions close to Olsztyn, as well as in the city itself.
STAGE 1 – INSPIRATION
The persona plans an unspecified, few-day holiday somewhere in Poland. The persona is inspired by the opinions of colleagues and the materials provided by social media channels.
Sources: Facebook banners and Instagram
STAGE 2 – RESEARCH
The persona is searching for urban tourist destinations with the possibility of reaching nature-related attractions by car (a maximum of 30 minutes away by car, one way). The necessary condition that has to be met: a three- or four-star hotel with a location outside main tourist destinations. Warmia and Masuria are the first choices. The next one is Olsztyn. Initially, the persona is searching for attractions close to Olsztyn, as well as in the city itself.
Sources: Google Maps, TripAdvisor
STAGE 3 – BOOKING
The persona browses through the hotel base and searches for an appropriate place. Finally, the need is clearly specified: a four-star hotel in Olsztyn. The persona is interested in a boutique hotel option – adjusted to the individual need of the user. The persona uses Booking to conduct the search. After browsing through the offer of hotels, a single room is selected at Hotel Dyplomat for three days.
Sources: Booking, Airbnb, Trivago
SATEGE 4 – PREPARATION
The persona finished hotel selection, now is the time to prepare for the journey. Three days are planned at the hotel. During the first evening, the persona will want to check out the relaxation offer of the hotel – the Spa, as well as the gastronomy – restaurant. Once rested and after dinner, the persona will want to make use of the offer of the Spa. The persona checks the full offer of the treatments and creates a plan for the stay at the hotel.
Sources: Mailing
STAGE 5 – HOTEL EXPERIENCE
Day 1
The persona arrives at the hotel. The first thing is to contact the reception, the key to the room is provided and all the services are confirmed. There is a welcoming envelope waiting in the hotel room. After a period of short relaxation, the time has come to use the restaurant, so the first dinner. After dinner – the first Spa treatment, KOBIDO, which is a lifting massage for the face, neck and cleavage. After the massage, the persona decides to have a quick drink at the restaurant and to return to the room.
Day 2
The next day, a lavish breakfast awaits the persona at Olsztyn Restaurant, after which it’s time to visit the city – the location of the hotel is very convenient for that. The beauty of Lake Ukiel is admired up close at the urban beach. After coming back, the persona goes to the terrace of the hotel to have dinner with a dessert, and then returns to the room.
Day 3
The third day of the stay begins once again at the terrace of the hotel with a buffet table featuring regional delicacies. The next highlight of the day is a visit at the Spa and the HOLISTIC RITUAL OF BODY AND SPIRIT RECOVERY. It is a massage with a warm, aromatic oil, deeply relaxing and harmonizing the body, the mind and the spirit. The treatment makes it possible to forget everyday worries and is a great antidote for stress, insomnia and exhaustion. It improves the way we feel, puts us in a positive mood and in a state of internal balance. The stay at the hotel culminates with the dinner at Restauracja Olsztyńska, after which the persona returns to the room. In the room, there is a farewell package with a farewell card waiting.
Sources: Everything she sees inside the hotel.
STAGE 6 – REVIEW
After coming back home, the persona decides to evaluate the hotel in booking and trip-rating systems. The persona shares the experience on Tripadvisor, but due to work – forgets to give a Booking rating. The e-mail message received from the hotel reminds the persona to submit the rating. 5 stars are awarded.
Sources: Mailing, Google Maps, Booking, TripAdvisor, Airbnb, Social Media
STAGE 7 – RECOLLECTING
Two weeks pass since the stay at the hotel. In free time, the persona shares photos on FB and is planning another trip to Olsztyn. The hotel site is already selected – Hotel Dyplomat.
Sources: Social Media
From a visually completely inconsistent place to a graphically well-defined boutique hotel. With Hotel Dyplomat, we completed the whole journey to reflect the character of the place and to redefine it for the recipient. The place gained new freshness, highlighting all the advantages of Hotel Dyplomat. Thanks to the combination of a visual refreshment and the development of a new concept of communication, it was possible to highlight the modern character and quality of the services provided to the customer. Together we managed to improve the sales process and customer service, adapting the templates that characterize the best boutique hotels around the globe.
