Guest Experience Design PDF

HOTEL GUEST DESIGN EXPERIENCE Giorgio Pilone OCTOBER – DECEMBER 2023 Guest Design Experience  Guest Experience Design: The course is part of the optional educational activities related to the Bachelor’s degree course in “Hospitality Innovation and e-Tourism", and its goal is t...

HOTEL GUEST DESIGN EXPERIENCE Giorgio Pilone OCTOBER – DECEMBER 2023 Guest Design Experience  Guest Experience Design: The course is part of the optional educational activities related to the Bachelor’s degree course in “Hospitality Innovation and e-Tourism", and its goal is to provide the knowledge for a successful design and definition of the guest experience in the hospitality sector. Purpose: At the end of the course the student will be able to design services and plan communication, to define and evaluate targets, to build the guest experience in the hospitality sector. Content: - Definition of the guest experience - Definition of targets, strategies and evaluation methods - Objective and subjective aspects of the customer journey - Analysis, practice and simulation of real-world case studies Giorgio Pilone Guest Design Experience  Hospitality DNA Guest & FOOD Experience BEVERAGEDesign MANAGEMENT Giorgio Pilone  Program presentation: - Introduction to Guest Experience, meanings and course objectives. - How does Guest Experience in Hospitality looks like? - The Strategy - Brand Strategy, Positioning for Success, Winning Culture, Design Visual - Guest Journey, Story Telling Through Marketing - The future of Hospitality, Your future in Hospitality - Setting the Table, The Transforming Power of Hospitality in Business - The Transforming Power of Hospitality in Business - Exceptional Service Exceptional Profit - The Secret of building a Five- Star Customer Service Organization Giorgio Pilone Guest Design Experience Recommended books: Future Hospitality - Jeremy Wells Independently published (Aprile 2020) In its purest sense, true hospitality is a mindset, not an industry. The purpose of this book is to help you understand the significance of making people feel good, and how the principles of strategic brand development can dramatically influence how you go about doing it. Giorgio Pilone Guest Design Experience Recommended books: Exceptional Service, Exceptional Profit: The Secrets of Building a Five-Star Customer Service Organization by Leonardo Inghilleri and Micah Solomon - Amacom 2010 In a tight market, your most powerful growth engine and your best protection from competitive inroads is this: put every thing you can into cultivating true customer loyalty. Loyal customers are less sensitive to price competition, more forgiving of small glitches, and, ultimately, become "walking billboards" who will happily promote your brand. In Exceptional Service, Exceptional Profit insiders Leonardo Inghilleri and Micah Solomon reveal the secrets of providing online and offline customer service so superior it nearly guarantees loyalty Giorgio Pilone Guest Design Experience Recommended books: The Monocle Guide to Hotels – Tyler Brûlé, Josh Fehnert, Andrew Tuck, Joe Pickard - Guestalten 2018 Split into three sections – favorite hotels, articles from industry practitioners, and profiles of hoteliers – this book takes the editorial viewpoint and creative style I appreciate so much from Monocle. I love how they feature stories from not only CEOs (Sonia Cheng at Rosewood) but lift operators (Ociric Beato at The Carlyle) and swim instructors (Pierre Gruneberg at Grand-Hotel du Cap-Ferrat). Giorgio Pilone Guest Design Experience  How does Guest Experience looks like in Hospitality and Food & Beverage ? Giorgio Pilone Guest Design Experience EXPERIENCE : something that happens to you that affects how you feel: I had a pretty unpleasant experience at the dentist's. It was interesting hearing about his experiences as a policeman. I did meet him once and it was an experience I shall never forget. a good/great/positive experience: We want to make visiting the website a good experience for all our users a useful/valuable/educational experience be/provide/offer an experience: It was an amazing experience to participate in the forum. customer/shopping/learning experience People who shop here care about the customerexperience and the quality of service they receive. Giorgio Pilone Guest Design Experience  DOMANDA ESAME EXPERIENCE : the way that something happens and how it makes you feel: dining experience: They go out of their way to make sure you have a great diningexperience. customer experience: A spokesman for the company said that it was committed to improving the customer experience. Giorgio Pilone Guest Design Experience  Take a few minutes to think about your latest restaurant memorable experience Giorgio Pilone Guest Design Experience  What was that you remember the most? Atmosphere Friends Music Smell Conversations Giorgio Pilone Guest Design Experience  How that experience made you feel? Excitement Happiness Warmth Peace DOMANDA ESAME Nostalgia Comfort Giorgio Pilone Guest Design Experience  Stories of True Hospitality Never say no when a client ask for something, even if it is the moon, you can always try, and anyhow there is plenty of time afterward to explain thath it was not possible. Cesar Ritz – King of luxury hotel Ritz Carlton DOMANDA ESAME Check: The Four Season page 5 Halls Chophouse page 6 Chick-fil-A page 7 Giorgio Pilone Guest Design Experience  Stories of True Hospitality The future of hospitality will require you to deliver more tha what consumers expect. Giorgio Pilone Guest Design Experience  The Magic of Hospitality Disneyland is a work of love, we didn’t go into Disneyland just with the idea of making money Walt Disney DOMANDA ESAME Experiences affect how we perceive people, life, business, events, and more. Experiences guide us to want more, or less, of something. Experiences direct our decisions to go left or go right. Experiences influnece our decision to buy, or not buy. Experience make us who we are. Experience make us HUMAN. Giorgio Pilone Guest Design Experience  The Magic of Hospitality Disney Today Challange of Hospitality: Managing the entire brand experience DOMANDA ESAME Every guest as a voice Distinguish from one another Standard – Core value – Creates happiness through magical experience Prioritizing Customer Exp – 2010 moved from Customer Relation Management to Custome Managed Relationship Every Touchpoint Matter – details, details, details Employee Alignment – shared value and expectations – team members are good storytellers Marketing Efforts – Resorts ’’ Happiest Place on Hearts ’’ Giorgio Pilone Guest Design Experience  Redefining Hospitality If you can positvely impact your guest’s emotions, then they’re much more likely to come back. And if you can do this, you’ve got yourself a customer for life Giorgio Pilone Guest Design Experience  Redefine Hospitality Service is an action Hospitality is a mind set Service is your process for treating Guest Hospitality is how you put the process into action when it comes to interact with Guest - Emphaty - Genuine Caring - Enjoy being with other people We are ladies and gentlemen serving ladies and gentlemen. Giorgio Pilone Guest Design Experience  Redefine Hospitality Why do people choose to visit a Restaurant or Hotel ? 1 Price 2 Location 3 Experience It is imperative you do not compete on price Location, Location, Location - Harold Samuel 1944 – Land Securities Real Estate Make your business worth for extra travel time, make sure your business in visible and attractive, well ranked How your business made the Guest feel, this is the key Giorgio Pilone Guest Design Experience  Redefine Hospitality SERVICE AND HOSPITALITY Great service and hospitality are the best mix to generate memorable Guest moments. However you may mess on service, hospitality saves the day. Guest want to be feel heard. People are emotional beings. Giorgio Pilone Guest Design Experience  Redefine Hospitality Being Truly Hospitable To be hospitable, you have to want to be hospitable. Hospitality Musts: DETAILS DOMANDA ESAME PERSONALIZATION CREATIVITY World-Class examples of Hospitality: Andaz Hotels – Ritz Carlton – Accor – Conrad Giorgio Pilone Guest Design Experience  A Brand Worth Booking – Marketing and Communication stand point A brand for a company is like a reputation for a person, you earn reputation by trying to do hard things well. Jeff Bezos, Founder of Amazon DOMANDA ESAME Giorgio Pilone Guest Design Experience  A Brand Worth Booking – Marketing and Communication stand point NAME A FEW BRAND YOU KNOW? Giorgio Pilone Guest Design Experience  A Brand Worth Booking – Marketing and Communication stand point BRAND DEFINITION: actions intentional and unintentional, that contribute to your reputation DOMANDA ESAME Giorgio Pilone Guest Design Experience  A Brand Worth Booking – Marketing and Communication stand point Why brand is important? What is the final reason why we are in business? Regardless of whether or not it’s food, hotel room, widgets, vacuums or haircuts, you’ve got to sell more of it. Giorgio Pilone Guest Design Experience  A Brand Worth Booking – Marketing and Communication stand point Problem #1: Nobody cares Problem #2: You have millions of competitors Giorgio Pilone Guest Design Experience  A Brand Worth Booking – Marketing and Communication stand point Your brand is how you get people to care. It bridges the gap between your business and your customer’s perceptions of the value you offer Giorgio Pilone Guest Design Experience  A Brand Worth Booking – Marketing and Communication stand point Your Brand is how you get people to care. It bridges the gap between your business ans your customer’s perception of the value you offer. To build a brand, you must first understand that your brand is affected by thousands and thousands of interactions with your customers calle ’’Brand Touchpoints’’ Giorgio Pilone Guest Design Experience  A Brand Worth Booking – Marketing and Communication stand point Branding is more than a logo, more than marketing, and more than a signage is vital because your brand is more than just a visual identity. It is about how you look, what you say and what you do. DOMANDA ESAME Giorgio Pilone Guest Design Experience  A Brand Worth Booking – Marketing and Communication stand point How you look = quality brand’s visual identity: Logo, alternatives logos for various placement, your color palette, your typography, any icons you might use and your photography style. Social media covers and website design. Interior and exterior design of your property, furnitures, fixtures, equipment choices, floring and carpet. Giorgio Pilone Guest Design Experience  A Brand Worth Booking – Marketing and Communication stand point What you say = the way you communicate Your messaging is your way of making sure that your customers understand your business and what you are offering. It need to be clear, simple and focused on the problem you can solve for your customers. Exmples page 35/36 Giorgio Pilone Guest Design Experience  A Brand Worth Booking – Marketing and Communication stand point What you do = your delivery Visuals and messages both work together to help your potential customers choose you. But once they chave chosen, it is vital that you deliver, possibly above expectations. There is probably nothing that influences your reputation more than the way you deliver on the promise to your customer Giorgio Pilone Guest Design Experience  A Brand Worth Booking – Marketing and Communication stand point Create a Brand - ROI It your brand is always presented consistently, your revenue could increase by an average 33% (Lucipress study) Giorgio Pilone Guest Design Experience  A Brand Worth Booking – Marketing and Communication stand point Think of a business transaction as a conversation between two people who have just met. First, they judge each other by how they look. Then, they try to figure out how to commuincate clearly so that both members of the conversation understand what is going on. Lastly, they follow-up on whtever they said they were going to do Giorgio Pilone Guest Design Experience  A Brand Worth Booking – Marketing and Communication stand point To start building a brand, begin thinking about who you are as a business, or rather, who you want to be. Reference to Restaurant for Family Example Giorgio Pilone Guest Design Experience  A Brand Worth Booking – Marketing and Communication stand point Now that you have your brand defined, let’s work on your Brand Strategy DOMANDA ESAME Giorgio Pilone Guest Design Experience  Fundamentals of a Brand Strategy Your Brand strategy should help inform and equipe your team with actionable directives, influence where you spend your marketing dollars, and effect everything, from who you hire to the color of tile you install in your bathrooms When it comes to take any decision, when your are in doubts, you can always go return to your brand strategy. Giorgio Pilone Guest Design Experience  Fundamentals of a Brand Strategy Those business owners who don’t take the time to develop a brand strategy often fall prey to the whims of the market. Chase whatever is trendy at the moment, copy what their competitors are doing, or shift strategy each time a guest suggest something new, are common mistake, that create deadly storm of conflicts in visual identity, messaging and delivery Giorgio Pilone Guest Design Experience  Fundamentals of a Brand Strategy Brand, culture, reputation, core value and market position, are the foundational building blocks upon which a profitable business must be built. A clearly defined strategy and a puposeful vision will make a direct on bottom line. Giorgio Pilone Guest Design Experience  Fundamentals of a Brand Strategy A few steps to build a consistent brand strategy: Engage others in the process DOMANDA ESAME Understand your customers Analyse your customer Build robust customer personas Internal problem analysis Vs external problems Giorgio Pilone Guest Design Experience  Fundamentals of a Brand Strategy Giorgio Pilone Guest Design Experience  Fundamentals of a Brand Strategy One more crucial point before starting creating your brand strategy: Brand Value – Brand Mission The bottom line is your brand, what you represent in your business environment, your guiding principles Giorgio Pilone Guest Design Experience  Fundamentals of a Brand Strategy Guiding principles should be: Memorable Unique DOMANDA ESAME Actionable Meaningful Clear and Defined Timeless What is your promise to your customer? Giorgio Pilone Guest Design Experience  Fundamentals of a Brand Strategy Are potential customers seeing you in a vast number of competitors? If not, may be your visual identity brand touchpoint needs some attention Giorgio Pilone Guest Design Experience  Fundamentals of a Brand Strategy Are you clearly commuincating that you understand your customer’s problems and that you have the solutions? If not, maybe you need to focus on your messaging brand touchpoints Giorgio Pilone Guest Design Experience  Fundamentals of a Brand Strategy Are you following through on the promise you made to your customer’s – are you consistent in doing so? If not, maybe you need to work on your delivery brand touchpoint. Giorgio Pilone Guest Design Experience  Fundamentals of a Brand Strategy Naming your business: Founders names Descriptive names Geographical names Evocative names Invented names Acronyms Giorgio Pilone Guest Design Experience  Fundamentals of a Brand Strategy Exceeding upon delivery: Now that a solid brand fundation has been created, define how will you engage with your customer 3 during all points of contact: DOMANDA ESAME Before your customer arrive While your customer are at your business After your customer leave See pages 62/63/64 Giorgio Pilone Guest Design Experience  Fundamentals of a Brand Strategy See pages 62/63/64 Giorgio Pilone Guest Design Experience  Brand Positioning – Positioning yourself for success Giorgio Pilone Guest Design Experience  Brand Positioning – Positioning yourself for success Determine who you are and what your brand is, and what you are not. The rest of it is just a lot of noise. DOMANDA ESAME Geoffrey Zakarian, chef and restaurateur Giorgio Pilone Guest Design Experience  Brand Positioning – Positioning yourself for success Exceeding upon delivery: Now that a solid brand fundation has been created, define how will you engage with your customer during all points of contact: Before your customer arrive While your customer are at your business After your customer leave See pages 62/63/64 Giorgio Pilone Guest Design Experience  Brand Positioning – Cultivating a winning culture Your brand, your positioning and your culture will drive you and your team to delivery memorable guest experience. DOMANDA ESAME So it is crucial to be able to attract talented employee to create a team capable to undsestand the above and make each guest interaction unique. See pages 62/63/64 Giorgio Pilone Guest Design Experience  Brand Positioning – Cultivating a winning culture Now we know that create a brand culture, is fundamental to attract Customer and it works same way for the team. See pages 62/63/64 Giorgio Pilone Guest Design Experience  Brand Positioning – Cultivating a winning culture Strategic key points to attract talents: Pay Benifit Schedule DOMANDA ESAME Growth Opportunity Career Paths Social Media Cultura Alignment See Page 87/88/89 Giorgio Pilone Guest Design Experience  Brand Positioning – Cultivating a winning culture The best companies to work for are those whose cultures are built upon strong pillars of core values that act as a guide for those organizations Giorgio Pilone Guest Design Experience  Brand Positioning – Cultivating a winning culture https://www.greatplacetowork.com/best-workplaces/100-best/2023 Giorgio Pilone Guest Design Experience  Brand Positioning – Cultivating a winning culture Examples of great company culture: Sodexo Four Season Hyatt Hotel Corporation Fairmont Hotels & Resorts Kimpton Hotels & Resorts Shakle Shack See Page 100/101/102 Giorgio Pilone Guest Design Experience  Brand Positioning – Desing and Visual Design is not just what it looks like and feel like. Desing is how it works DOMANDA ESAME Steve Jobs Giorgio Pilone Guest Design Experience  Brand Positioning – Desing and Visual Desing and Visual Logo Interior design Giorgio Pilone Guest Design Experience  Brand Positioning – Desing and Visual Logo Giorgio Pilone Guest Design Experience  Brand Positioning – Desing and Visual The end goal for a great logo is to spark the desired feeling deep enough to cause your customers to take an action without thinking about Giorgio Pilone Guest Design Experience  Brand Positioning – Desing and Visual Logo Swap test: Once you have a logo that you think is effective, there is a simple test you can do to double check. Swap part of your logo – the name or the visual element – with something from a competing brand, or a brand from another category. If the new logo is better, or no worse than it was, then your existing logo has room to improve. Giorgio Pilone Guest Design Experience  Brand Positioning – Desing and Visual Interior Design in Hospitality is a key factor for success When walking into restaurants or hotels, guest will first notice the decor, the team uniforms, wall colour and event the smell. Giorgio Pilone Guest Design Experience  Brand Positioning – Desing and Visual Interior Design is usually outsourced to experts, however you have to make sure they take into actions: Your brand consistency Your audience Your ambience – eg. Lighting, functional art, Spa – like bathroom – enough back of the house to operate Giorgio Pilone Guest Design Experience  Brand Positioning – Desing and Visual Visual Identity checklist: Have you devolped a great logo? Did your logo pass the swap test? Do your brand colour represent your brand well?have you thought about how you will incorporate them into your different branding and marketing efforts? Have you given thought to your interior design? Have you considered the design of every space – including the more mundane ones? Have you ensured that your design does not hit any of the common mistakes busniness make with their visual identiities? Giorgio Pilone Guest Design Experience  Brand Positioning – execuitng upon your promise Exceeding upon delivery: Now that a solid brand fundation has been created, define how will you engage with your customer during all points of contact: Before your customer arrive While your customer are at your business After your customer leave See pages 62/63/64 Giorgio Pilone Guest Design Experience  Trade Secrets – The hotel set up 01 – Street-to-suite service is a nice start 02 – A warm welcome sets the tone 03 – Hire receptive receptionist 04 – Ensure speedy check-out 05 – Cook up a scrummy scent 06 – Have porters to help with luggage 07 – Provide an elevating experience 08 – Invest in a beloved restaurant 09 – Find a barman who shakes all night 10 – Sit back and watch the fun unfold See pages 158 Giorgio Pilone Guest Design Experience  Trade Secrets – The hotel set up 11 – balconies are a breath of fresh air 12 – Please do not hide the plug sockets 13 – Good baths will cause a splash 14 – Hire solicitous staff who pass unseen 15 – A decent library is a must 16 – A generous and well venilated gym 17 – Smart staff lift the customer experience 18 - Quick desktops, not massive monitors 19 – A shoulder-height minibar (with space) 20 – A few internationsl channels See pages 158 Giorgio Pilone Guest Design Experience  Trade Secrets – The hotel team Great hotels are puzzle, partly because what makes them great is hard to fathom but also because the big picture is made up of hundreds of small but essential pieces. Enter the Staff. Our imagined bunch is a mix of seasoned campaigners and keen to please dilettantes. They are drilled, of course, and could quote protocol if they need to, but mostly they are humane, fun and here to help. See pages 158 Giorgio Pilone Guest Design Experience  Trade Secrets – The hotel team 1 – Receptionist Joao Buenvenida Smiles don’t come wider that taht of our swanthy front desker Joao. His lilting Carioca accent soothes the weariest of travellers. He is composed, calm and well turned out despite the weight of inquires, phone calls, hubbub and the coming and going of the always lively lobby See pages 158 Giorgio Pilone Guest Design Experience  Trade Secrets – The hotel team 2 - Relaiable Regular Dowager Dandie Dimmont So she’s not really staff but she’s been visiting longer than most here have served (and since before the younger members were born). Some say she’s a spy, other a novelist other stilla racing driver. All we know for sure is that she’s perpetually dressed for a Viennese ball. See pages 158 Giorgio Pilone Guest Design Experience  Trade Secrets – The hotel team 3 – Head Barman Fin Toniku The relaiable rudder of our renowned bar is a veteran of the cocktail game who can free- pour to the mililitre abd judge by sight the guest who are thirsty (and the one who had enough) Tokyo born Jun’s cabinet is stocked with fine spirits and he’s more thanb happy to keep the night watch. See pages 158 Giorgio Pilone Guest Design Experience  Trade Secrets – The hotel team 4 – General Manager Klara Abel Our unflappable Swiss-German GM doesn’t spend jer days hiding away in the back office. Her two decades in the industry mean she’s tried her hand at most jobs – menial to managerial – and brings her heasy air from lobby to lift and street to suite. It’s calm influence that keeps the hotel ticking. See pages 158 Giorgio Pilone Guest Design Experience  Trade Secrets – The hotel team 5 – Porter Shane Goodaye Smiley Sahne fell in love with hotels back in his native Antipodes and, although he’d relish teh GM job one day, he’s happily learning the ropes, hauling cases and lugging the laggage trolley. He’s obliging, easy on the eye and usually appears from thin air to help as soon as the car boot clicks open. See pages 158 Giorgio Pilone Guest Design Experience  Trade Secrets – The hotel team 6 – Housemaid Grace Poppin As well-manned as the Dickensian mould from ehich she seems to have soundlessly sprung, our British housekeepr manages a team of taciturn and dexterous house staff. With an expert inkling for when curtains need drawing ot pillow fluffing, she’s known for her dulcet tones and discreet manner. See pages 158 Giorgio Pilone Guest Design Experience  Trade Secrets – The hotel team 7 – Spa Manager Ella V Rubdown Ella’s spa treatments tempt punters, whether they are hotel guest or not. The word ’’welness’’ and all the associated whale song and wispiness have been banned in favour of firm massages, a seemly Swedish-style sauna and a well-equipped gym complete with on-hand and handsome trainers. See pages 158 Giorgio Pilone Guest Design Experience  Trade Secrets – The hotel team 8 – Head Chef Vito Buongusto French food can be fussy and too filling but our Italian-trained cook (who’s larger than life – and mnost Fiat hatchbacks) has alight touch and uses small number of fresh ingredients to sumptuous effect. The menu is reliably robust and, although service comes with a sense of occasion, it’s never stuffy. See pages 158 Giorgio Pilone Guest Design Experience  Trade Secrets – The hotel team 9 – Concierge Constance Durand Our charming Parisian concierge can second-guess a guest taste at 20 paces. She has a reliable book of contacts for sorting seats at lesser-known restautants, queue-hops at popular museums and fuss.free taxi transfers to the train station or airport (naturally, the hotel has a fleet of roomy BMWs too). See pages 158 Giorgio Pilone Guest Design Experience  Trade Secrets – The hotel team 10 – handyman Tapio Hanninen Tool-in-hand Tapio (‘’Tap’’ for short) cut his teeth as an engineer in the Finnish military – or so he says. There’s no problem that he can’t identify, weight up and fix. He may not have the glitziest job but woe betide the guest that talks down to him in earshot of his close.knit colleagues. See pages 158 Giorgio Pilone Guest Design Experience  Trade Secrets – The hotel team Giorgio Pilone Guest Design Experience  https://www.youtube.com/watch?v=uaQkJjyNJj0 https://www.youtube.com/watch?v=pgrJcegUheE https://www.youtube.com/watch?v=1e7OH-veEUY Giorgio Pilone Guest Design Experience Brand Examples of Design Experience DOMANDA ESAME MARRIOTT CONFIDENTIAL AND PROPRIETARY INFORMATION stay with character. 1 Hello! 2 Brand 3 Design 4 Inspiration MARRIOTT CONFIDENTIAL AND PROPRIETARY INFORMATION  MARRIOTT CONFIDENTIAL AND PROPRIETARY INFORMATION Tribute Portfolio is a family of independent hotels drawn together by our sense of character and passion for captivating design, vibrant social scenes, and experiences that feel like the real deal. Brought into the fold of Marriott International, but emboldened to stay true to their own character, all Tribute Portfolio hotels have their own vibe. They each tell their own design story, connect with their surrounding communities and proudly show off their individual brand identity. Hotel Riomar \\ Ibiza DOMANDA ESAME MARRIOTT CONFIDENTIAL AND PROPRIETARY INFORMATION  MARRIOTT CONFIDENTIAL AND PROPRIETARY INFORMATION Tier Positioning DOMANDA ESAME LUXURY UPPER-UPSCALE TO LUXURY UPSCALE TO UPPER-UPSCALE MARRIOTT CONFIDENTIAL AND PROPRIETARY INFORMATION  MARRIOTT CONFIDENTIAL AND PROPRIETARY INFORMATION Collection Positioning The destination authority Exactly like nothing else Stay with character Iconic luxury hotels Distinctive independent hotels carefully Boutique hotels bound by their indie that define the destination crafted to leave a lasting imprint spirit and heart for connecting people and places MARRIOTT CONFIDENTIAL AND PROPRIETARY INFORMATION MARRIOTT CONFIDENTIAL AND PROPRIETARY INFORMATION Feel their hotel choice is a true reflection of who they are and the choices they make. Crave the real deal, something that feels honest and genuine. DOMANDA ESAME Want to be part of something and look for experiences to draw them into a larger community. Are inherently restless and use every trip as a way to spark new connections & find new perspectives. MARRIOTT CONFIDENTIAL AND PROPRIETARY INFORMATION  Apollo Hotel \\ Amsterdam Striking Design Moments. CAPTIVATING Bold use of color. Noteworthy art installations. VIBRANTVIBRANT MARRIOTT CONFIDENTIAL AND PROPRIETARY INFORMATION Playful use of scale. MARRIOTT CONFIDENTIAL AND PROPRIETARY INFORMATION Carefully curated interiors reflect our guests. With our DESIGN unique personality, we make them feel at home in SOCIAL SOCIAL Striking spaces as unconventional as themselves. Design Moments. SCENES SCENES CAPTIVATING Bold use of color. Noteworthy art installations. MARRIOTT CONFIDENTIAL AND PROPRIETARY INFORMATION DOMANDA ESAME Playful use of scale. Carefully curated interiors reflect our guests. With our DESIGN unique personality, we make them feel at home in spaces as unconventional as themselves. MARRIOTT CONFIDENTIAL AND PROPRIETARY INFORMATION Free Free Flowing Flowing Public Public Spaces. Destination bars and dining outlets act like living Spaces. rooms. They capture the spirit of community and attract hotel guests and locals alike. Destination bars and dining outlets act like living rooms. They capture the spirit of community and attract hotel guests and locals alike. MARRIOTT CONFIDENTIAL AND PROPRIETARY INFORMATION  MARRIOTT CONFIDENTIAL AND PROPRIETARY INFORMATION Thoughtful To The Smallest Detail. We enthusiastically believe that service should feel approachable and genuine; it can be delivered by both people and design. All to MARRIOTT CONFIDENTIAL AND PROPRIETARY INFORMATION make our SINCERE guests SERVICE feel Thoughtful inspired To The Smallest Detail. Apollo Hotel \\ Amsterdam We enthusiastically believe that service should feel MARRIOTT CONFIDENTIAL AND PROPRIETARY INFORMATION approachable and genuine; it can be delivered by both people and design. MARRIOTT CONFIDENTIAL AND PROPRIETARY INFORMATION Guests: