Aspira Univeristy Split, Croatia

Rezekne academy of technologies Kaunas, Lithuania

Co-creation as a Tool for Creating

Innovative and Engaging Tourism Welness
Services in Radisson Blu Hotel

Students: Bruna Maleš, Stjepan Miše, Dora Kurilić, Luka

Vrdoljak, Giuliano Gojani
Mentors: Josip Radić, Matija Škara-Tresić, Jelena Volkova

Split, 21.12.2023.
Assignment goal: Visit the Radisson Blu Hotel Spa centre and study their
offer, fully experience their activities, learn about their management, their
spa services and offers, identify shortcomings, and provide potential
remedies. We intend to gather qualitative data on the extent to which the
example firm incorporates co-creation into the design of each service
category.

Introduction:
Welcome to the Radisson Blu Hotel in Split, Croatia, where elegance meets
convenience in an environment that captivates both leisure and business
travelers.
Hotel located at Split, Croatia, has an excellent position, allowing quick
access to the ancient Diocletian's Palace, the enthralling Adriatic Sea, and
a plethora of cultural and recreational attractions.
Their lobby welcomes you with a seamless combination of modern
elegance and genuine friendliness. Relax and refresh at their well-
equipped spa facility, where calm settings and competent staff provide a
relaxing escape. Enjoy massage treatments, relax in the sauna, or
maintain your workout regimen in their cutting-edge fitness facility.

At Radisson Blu, they take pride in their premium positioning, providing a

variety of rooms and services that reflect their dedication to quality. The
variable price, which is determined by criteria such as room type and
season, guarantees a personalized experience. Their hotel, which is part of
the prestigious Radisson Hotel Group, not only offers contemporary and
comfortable accommodations but also a variety of on-site eating
alternatives. Whether you're here for business or pleasure, their
conference and event facilities will meet your needs.

Qualitative data:
 visualisation format of the user persona of each service category
 picture visualisation format of the service blueprint of each service
category
 picture visualisation format of the customer journey map of each
service category

Partners of Radison Blu Hotel:

Radisson Collection
Radisson Blu
Radisson
Red Radisson
Radisson Individuals
Art'otel
Park Plaza
Park Inn
Country Inn and Suites by Radisson
Prizeotel
Specializations of Radisson Blu:

1. Luxury Accommodations: Radisson Blu hotels typically offer

upscale and modern rooms and suites designed for comfort and
style.

2. Meetings and Events: Many Radisson Blu properties have

extensive conference and event facilities, making them suitable for
business meetings, conferences, and social events.

3. Dining Experiences: Radisson Blu hotels often feature diverse

dining options, including on-site restaurants, bars, and lounges that
showcase local and international cuisine.

4. Wellness and Spa Services: The majority of Radisson Blu hotels

have well-equipped spa and wellness facilities, providing guests with
opportunities for relaxation, rejuvenation, and fitness.

5. City-Centric Locations: Radisson Blu hotels are often strategically

located in city centers or near major attractions, offering
convenience for both business and leisure travelers.

6. Design and Style: Known for their contemporary and innovative

design, Radisson Blu hotels aim to create a vibrant and visually
appealing atmosphere for guests.

7. Loyalty Programs: Radisson Blu participates in the Radisson

Rewards loyalty program, allowing guests to earn and redeem points
for various benefits, including complimentary stays, upgrades, and
more.

8. Sustainability Initiatives: Radisson Blu, like many modern hotel

brands, may emphasize sustainability efforts, including eco-friendly
practices and initiatives aimed at reducing the environmental
impact.

Improving Guest Experiences at the Radisson Blu Hotel through

Co-Creation

Guest Feedback Platforms:

Implement digital feedback platforms or surveys to collect insights from
guests regarding their experiences.
Encourage guests to share their opinions on various aspects such as room
amenities, service quality, and overall satisfaction.

Personalized Services:
Develop a system for guests to customize their stay preferences, such as
room temperature, pillow choices, or specific dietary needs.
Allow guests to pre-select room configurations and amenities based on
their preferences.

Collaborative Events and Activities:

Co-create events or activities by involving guests in the planning process.
Host brainstorming sessions or polls to determine the types of events or
entertainment guests would like during their stay.

Local Experience Recommendations:

Create a platform or service where guests can share and recommend local
experiences, attractions, or restaurants.
Implement a community-driven guide to showcase hidden gems suggested
by previous guests.

Innovative Technology Integration:

Explore the use of technology to enhance co-creation, such as interactive
apps where guests can provide real-time feedback or suggestions.

Collaborative Wellness Programs:

Develop wellness programs that involve guests in setting fitness or
wellness goals.
Allow guests to co-create their wellness experience by choosing from a
menu of health and wellness options.

Recognition and Rewards:

Acknowledge guest contributions to co-creation initiatives through a
recognition program.
Offer rewards or loyalty points for guests who actively participate in
enhancing their own experiences.

Continuous Communication:
Establish open lines of communication with guests through social media,
newsletters, or online forums.
Actively listen to guest suggestions and communicate how their feedback
has been implemented.
Categories of Services

Guest User Persona Profile:

Gaps noticed:

 Gap 1: Limited opportunities for ongoing feedback and co-creation

 Gap 2: Missing the children's playground for parents with childrens
 Gap 3: Limited spa robe and other equipment
 Gap 4: Lack of immersive and interactive experiences for guests.
 Gap 5. Limited personalization and customization for guest
experiences.

Ofered solutions:
 Limited opportunities for ongoing feedback and co-creation
-Create a digital feedback platform that is available via the hotel app or
website.
-Create a specialized guest advisory board to acquire perspectives and
suggestions on a regular basis.
-To co-create new offers, hold frequent focus groups or surveys with
visitors.
 Gap 2: Missing the children's playground for parents with childrens
-Examine available area on the hotel grounds for a children's playground.
-Collaborate with local playground designers to create a fun and safe
environment.
-To attract customers with children, provide family-friendly packages.
 Gap 3: Limited spa robes and other equipment
-Perform a complete inventory refresh and invest in extra spa robes and
equipment.
-Set up a monitoring system to keep track of spa materials and refill them
as needed.
-Establish partnerships with suppliers to ensure timely refilling and quality
control.
 Gap 4: Lack of immersive and interactive experiences for guests.
-Using a smartphone app, provide interactive guided tours of the spa
amenities.
-Create immersive events by collaborating with local artists or performers.
 Gap 5. Limited personalization and customization for guest
experiences.
-For tailored services, implement a visitor preference tracking system.
-Train personnel to actively engage with visitors in order to learn their
preferences.
-Create bundles or add-on services that enable customers to personalize
their experiences.

These solutions seek to improve the overall visitor experience by filling

particular gaps in existing services. To guarantee long-term progress,
these solutions must be reviewed and adjusted on a regular basis based
on ongoing input, developing trends, and changing guest preferences.

Sumary:

What we know What do we How we will What we Who in the

before we came need to know find the learned from team is
to hotel when we came information the dana responsible
(primary data) there collection for this
(secondary and analysis research
data)
Offers: More about By looking on Price for Comunication
Aaccommondatio offers website and offers with
n Price per every social How they menagment -
Sauna activities networks construct Bruna Maleš
Jaccuzzi Coustemer By direct their Online
Massage journey map for comunication activities research-
Weddings activities They offer Stjepan Miše
Food Service bussines Personal
Business parties blueprint for partys experience in
Price: each category General spa and
Per night Food offers statistic sauna-Dora
For sauna More about They are Kurilić
Advertising: advertising open to Making
Facebook Find out gaps change their sumary of all
Instagram and offer concept informations-
Web site on solutions Gaps they Luka Vrdoljak
google Feedbacks have
Phone number General Potential
Booking.com statistics solutions for
Location gaps
Potential Breakfast is
competition included in
room price

Blueprint of service:

CUSTOMER JOURNEY:
Customer Journey Map for Spa treatments in Radisson Blu Hotel
Stage Customer Touchpoints Customer
Actions Feelings
Pre-Booking Initiates the Explores Seeking clarity
Awerness: journey various on availability,
Guest Research: options pricing, and
becomes Guest explores amenities
aware of the available spa
spa services treatments,
through the facilities, and
hotel website reviews online.

Gains Consults Seeks Build

insights reviews and assurance of credibility and
compares accommodatio trust through
prices n quality and positive
value for reviews and
money strong
reputation
Compares Utilizes online Aims to Position
and narrows comparison optimize their competitive
down tools and accommodatio rates and
options property n choice based attractive
listings on budget and packages that
expectations resonate with
target
clientele

Secure Completes Delighted to Effectively

booking booking secure the manage
process trough desired reservations,
contacting accommodatio collect
front desk. n and embark payments, and
on their trip ensure
seamless
booking
experiences
Arrival Check-In: Introduction: Changing
Guest is Spa staff Rooms:
greeted by the provides a Guest is
spa brief overview directed to
receptionist of the well-equipped
and completes facilities, changing
a check-in available rooms with
process. treatments, amenities.
and any
current
promotions.
During Consultation: Treatment: Ambience:
Treatment Spa therapist Guest enjoys a The spa
Stage Customer Touchpoints Customer
Actions Feelings
conducts a high-quality environment
personalized spa treatment enhances
consultation to tailored to relaxation with
understand their soothing
the guest's preferences. music, calming
preferences scents, and
and any comfortable
specific amenities.
concerns
Post- Relaxation Refreshment Feedback:
Treatment Area: s: Staff seeks
Guest is Spa staff offersfeedback on
invited to a refreshments, the treatment
dedicated such as herbal experience,
relaxation areatea or infused addressing
to unwind water. any immediate
post- concerns.
treatment.
Post-Visit Follow-Up: Special Survey:
A follow-up Offers: Guest is
email or Guest receives invited to
message is exclusive participate in a
sent, offers for satisfaction
expressing future spa survey to
gratitude for visits or gather
the visit and related detailed
seeking services. insights.
additional
feedback.

Key Considerations:
Consistency: Ensure a consistent and high-quality experience at every
touchpoint.
Personalization: Tailor services based on individual preferences and
feedback.
Communication: Keep guests informed about promotions, loyalty
programs, and special offerings.
Feedback Loop: Encourage and act upon guest feedback to continuously
enhance the spa experience.

Conclusion:
Radisson Blu, an elite hotel brand, tries to provide its guests with a unique
and unforgettable experience. Radisson Blu seeks to increase awareness,
engagement, and happiness throughout the customer experience by
employing techniques such as focused digital marketing campaigns, faster
booking procedures, and tailored spa treatments. The drive to continual
development is demonstrated by the commitment to continuing input, co-
creation projects, and solving particular needs, such as the addition of a
children's playground and immersive experiences. Radisson Blu is a
leading choice for both business and leisure visitors seeking elegance,
convenience, and personalized service, thanks to the brand's emphasis on
customer-centric solutions, spa excellence, and holistic guest experiences.