Enter the Muse

Guests, passengers, customers, people. They are the centrepiece of our design thinking - how can they not be?

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We recently shared a retrospect looking at The Hoxton, a project with a clear vision to rewrite the rules of a sector that had lost its way and forgotten about its audience. It put guests first and reimagined the hotel experience. Remarkably well actually, read the papers.

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Things have come along way since then. Not a day goes by without reading about a brand set to shake up a sector. Many come and go, but the ones that stick around share one thing in common. A deep understanding of people. What makes them tick, their pain points and a vision to enrich the experience - oh yes, bring on the muse!

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There are many responses to the muse, from the cringe-worthy bare minimum, right through to spy-level commitment. At Abound, we believe building a muse (or persona) paired with a layered end-to-end journey is the best way to create experiences that are disruptive and meaningful. Looking holistically across the journey – we explore their personality and mindset, their drivers and motivations. A day in the the life of a guest, from AM to PM.

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Looking across all layers and touch-points; identity, interiors, communications and service. It necessitates empathy and close consideration of key moments of differentiation; identifying the appropriate strategies, solutions and behaviours. Each touchpoint enhancing the journey, reinforcing the brand proposition and writing a line in the story.

One of the most rewarding parts of building a brand, is overhearing a positive experience people have had with a brand we’ve worked on. A random act of kindness, a breathtakingly simple check-in, a refreshingly sustainable approach to amenities. This is how we know we’ve made an impact.