上游充通大粤 SHANGHAI JIAO TONG UNIVERSITY Observations (Marriott case) Marriott ● Task:Rethink the hotel experience for an increasingly important customer:the young,tech-savvy road warrior. ● Approach:IDEO dispatched a team of seven consultants. including a designer,anthropologist,writer,and architect,on a six-week trip.Covering 12 cities,the group hung out in hotel lobbies,cafes,and bars,and asked guests to graph what they were doing hour by hour. Findings:Hotels are generally good at serving large parties but not small groups of business travelers Recommendation:Reinvent the lobbies of the Hotels,creating for each a social zone,with small tables,brighter lights,and wireless Web access,that is better suited to meetings.Another area will allow solo travelers to work or unwind in larger,quiet,semiprivate spaces where they won't have to worry about spilling coffee on their laptops or papers. Source:The Science of Desire,Business Week,June 5,2006Observations (Marriott case)