Designing a premium room experience
What We Did
- Strategy & Design
Challenge
Hilton Garden Inn (HGI) was focused on creating a premium room experience to better serve its guests and provide additional revenue opportunities for hotel operators. Bulldog Drummond, which had worked with other Hilton brands in the past, was asked to help create a range of possibilities and concepts within a number of constraints defined by HGI.
Result
Our first step was to gain a strong understanding of the HGI brand, positioning in the market, competitors, locations and core guests. Based on available data and guest personas, we assessed what “premium” meant in practice for HGI, creating 10 relevant dimensions for ideation. From there, we developed close to 30 concepts for HGI to consider, select and test in-market.
