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Our client is a leading luxury hotel group headquartered in Asia. The group has grown from a single hotel business into a global company with a diverse portfolio of businesses comprising hotels, mixed-use developments and residential properties for sale.
Renowned for its signature heartfelt service and rich Asian heritage at its more than 100 properties in 76 destinations, the group continues to expand its global presence with upcoming projects in key markets around the world.
The client reached out to Daxue Consulting to conduct consumer research on luxury travellers to understand their requirements and expectations in-depth to improve the quality of its services, amenities, and facilities to match and exceed guests’ expectations.
Our research was focused on three key markets: Mainland China, Hong Kong and Singapore, and was based on 9 customer personas provided by the client. We divided the project into two steps:
Step 1: Qualification of target customers’ requirements and expectations
Step 2: Deep-dive into target customers’ requirements and expectations
In this step, we organized online surveys, one for 900 respondents from Mainland China and one for 500 respondents from Hong Kong and Singapore to quantify target customers’ requirements and expectations across key service touch points and service standards.
We moved onto a series of 4 focus groups with target guests, to deep-dive into key service touchpoints based on step 1’s findings. This way we could acquire in-depth insights into guests’ preferences, and requirements as well as their past experiences about the key touch points. We also focused on service standards within each of these touchpoints, which would exceed guests’ expectations.
We delivered key findings on online surveys, and focus groups (with video records of all those groups) and an extensive report with our recommendations for the client on how to improve the quality of the services, amenities, and facilities to match and exceed guests’ expectations.
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