Early on, digital borrowed from old paper media terminology to explain website concepts. But somewhere along the way, the script got flipped. And the term “user experience” is a great example. It turns out, user experience in digital is a pretty good perspective on guest experience in hospitality.
FINE Partner and Chief Strategist Josh Kelly writes in Hospitality Net that this habit of thinking naturally leads to a broader focus on experience design in branding in all industries. It’s especially relevant to hospitality, where experience and journey are operative words, thinking through the context, the intent, the effect at every stage and touchpoint for a customer.
Ironically, websites taught us that a methodical, systematized approach to shaping customer interaction is not a technical exercise: it’s how hospitality brands will succeed in the digital age, by understanding humans better than ever.
Read the full article on Hospitality Net.