SUMMARY: Customers' problem and my solution

Description of customer Problem

Each year, thousands of national and international workers in the entertainment industry travel to Atlanta for work related purposes.  These workers range from executives, entertainers (actors and singers) and athletes, to those providing technical and other support services.  Their stay duration typically ranges from a few hours to several months (extended stays). Those staying for extended periods usually require lodging accommodations and supporting services such as dining, laundry and other services utilized when they are in their home environments.   Currently, these workers in the entertainment industry who require lodging accommodations and supporting services stay at standardized, branded hotels. Despite offering standardized services and facilities, these hotels do not offer guests the option to actively participate in the decision making process of what their living space or “home away from home” (and supporting services) look and feel like.  Simply, these extended stay guests cannot customize their living spaces at these hotels.  Instead, they are offered standardized guestrooms.  Additionally, in recent years, there has been growing demand for lodging platforms or facilities that have a residential “homely” feel and component.  Increasingly, travelers are seeking accommodations in facilities that provide the feel, ambiance and environment similar to those found at their homes.  This trend has given rise to lodging platforms such as Airbnb and Home Away. Another factor catalyzing change in the lodging industry is the growing trend of health and wellness. Increasingly, lodging travelers are making travel decisions based on whether or not lodging facilities provide facilities and services such as restaurants with “healthy customizable menus”, spas and exercise facilities.  These services and facilities allow travelers to satisfy their desire to “live well and healthy” when they travel.  Furthermore, such travelers increasingly are requesting customized service offerings as opposed to typical static offerings such as menu items.  Essentially, today’s extended stay customers require lodging options that allow them to customize their lodging experiences. 

Description of Solution to the Problem

The solution to the problem identified will be a boutique style extended stay hotel called Proprie Chamaeleo.  The name of the concept Proprie Chamaeleo suggests that like a chameleon, guests will have the ability to “blend” into their living space through customization and personalization of their living space, the guestroom.  As such, the hotel will offer guests the option of selecting from four design and color themes for their guestroom prior to arrival.  Based on guests’ requests, appropriate furniture, linen, lighting, drapery, fixtures and other interior design features will be used to convey requested themes.  Essentially, the proposed solution to the problem identified will be an extended stay boutique style hotel that provides customers a unique signature experience since it will offer them the ability to personalize their living spaces and make it truly a “home” away from home.  Existing hotels lack the ability for guests to impact, influence or personalize the guestroom or living space.  Instead, guests typically reserve and stay in “cookie-cutter”, one style fits all guestrooms.  These guestrooms are usually similar in size, décor and ambience.  Supporting facilities and services at the proposed concept (such as spa and restaurants) will also allow customers to participate fully in selecting and customizing their services. Below are images of the guestroom themes.