Luxury hotel guests of Grand InterContinental Seoul Parnas, and
InterContinental Hotel Seoul COEX.
How do the major customer group of the two hotels differ?
How can differentiate visual design and service to these respective guests?
The main objective of this research was to understand the different characteristics of hotel guests that were loyal to different properties. One of the problems the hotels faced was cannibalization. The two hotel properties, under the same hotel brand, were located within a block away, and therefore was eating up each other's business. In order to prevent this, a differentiated design and service was needed.
MY RESEARCH PROCESS
Below is a quick overview of the final product that was created as the final deliverable of the user research: a visual design guideline. The two hotels have a differentiated visual design identity.