P&O Cruises Australia

Designing a magical guest and employee experience

Guest & Employee Experience Strategy
Designing a magical guest and employee experience

project overview

More than 1.3 million Australians take a cruise each year in a highly competitive marketplace injecting over $5 billion into the Australian economy. Underpinning each brand is a fight to attract the right crew to deliver their service.
Details
business model
B2C
category
Hospitality
deliverables
Insights, Vision, Strategy, Roadmap, Prioritised Initiatives, Financial Modelling, Communications

the design challenge

The crux of the challenge lay in balancing both employee and guest experiences, all while navigating the unique setting of a cruise environment. This called for a deeply immersive research approach that would enable us to design for what really created magic.
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the solution

We began with robust research sessions with the leadership team to unpack their aspirations. We then headed out to sea to immerse ourselves in both the crew and guest experiences. This included interviews, journey mapping and shadowing to unpack their key needs vs the reality.

Working with the P&O Australia team we co-designed a series of visual concepts which we then tested whilst on subsequent cruises. We were looking for the magical ingredients that hit the mark.

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Back on shore we ran a iterative feasibility analysis and financial modelling to tease out the quick wins and heavy hitters.

Lastly we created the guest and employee strategy including how to roll it out and supporting ‘storytelling’ assets. Having involved staff throughout reduced the need to adopt a big bang approach to change.

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the impact

Focused the leadership team on the key areas that mattered and drove double-digit gains in employee and customer engagement.

client feedback

"An immediate positive impact was seen in our teams, changing the way we looked at things and bringing to life insights that we had up until then, been unable to truly establish"
Peter Little
Senior Vice President Guest Experience