Best Innovation - Hotel

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1 Best Innovation - Hotel

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3 DESCRIPTION Name of the concept Scandic To Go Please describe the innovative concept insisting on its focus points Scandic To Go is the world s first mobile hotel and it could be booked to any desired spot selected by the guest. The mobile hotel room was 18 square meters large, with an accompanying terrace, and was equipped with modern hotel standards such as free wifi, air conditioning and a fully equipped bathroom. On top of that, the room was decorated in accordance with Scandic s new interior design concept. The booking process was the same as with any other Scandic hotel; guests were able to select Scandic To Go from the booking menu on the website. The only difference was that guests were able to decide where to place the mobile hotel room, only imagination would set the limits. When, and for what reasons has the concept been introduced? A very strong trend right now is the individualism and travelers are searching for that very unique and tailor made experience. Scandic and Prime therefore developed a brand new hotel category Scandic To Go. As the world s first mobile hotel, Scandic To Go could be booked to any desired spot selected by the guest. What kind of surveys were conducted to launch the concept? No particular surveys were conduced, but instead we looked at market trends both inside and outside the hospitalty industry to understand what the customers are seraching for.

4 CONCEPTION AND INVESTMENT/IMPLEMENTATION Have partners been involved in the definition of the concept (designers, interior architects, decorators, suppliers, etc.)? Prime PR, Expo House, Doos Architects, Isobar and Ryska Posten.Prime PR together with Scandic came up with concept and then assisted Scandic in implementation. Expo House created the mobile hotel room, Doos Architects stood for interior design, Isobar created the online booking and Ryska Posten delivered the mobile hotel room to its different locations. What are the main innovative aspects of the concept in terms of decoration, furniture, audio-visual equipment, security, marketing, human resources, etc.? The fact that we build a fully equipped hotel room in a container, that could be booked to any desired spot selected by the guest. What was the total cost of the realisation of the concept? 5 MSEK ( ) How many properties are concerned by this new concept? Scandic have 2 mobile hotel rooms at the moment.

5 PERFORMANCE OF THE OPERATION How did you assess customer satisfaction? We conducted interviews with all guests that stayed in Scandic To Go. Everyone was overwhelmed with the concept and the experience that they have had. How did you assess results after the realisation of the concept: Scandic To Go has been fully booked since the launch of the concept. We have also got a lot of inquiries for both renting Scandic To Go long term and buying the whole concept. During the activation period of this new concept the number of regular online bookings was up 20 percent compared to the same period the previous year an increase due to gained market share rather than a growing market. This shows that the interests and attention we got from this new concept also had an impact on Scandic business in general.

6 BACKGROUND In recent years, Scandic has made great efforts to develop its hotel offering. This has included; The largest hotel renovation in the history of Sweden Acquisition of Rica Hotels making Scandic the biggest hotel chain in the Nordic Major investments in the food and beverage area Launching new services such as mobile check-out, express meetings etc. But, fixed perceptions of Scandic as a safe and functional hotel still remain, and new target groups has not yet experienced the New Scandic.

7 MISSION & GOAL Our mission was to develop an idea or concept that would help more people become aware of the New Scandic - a modern and progressive hotel chain with newly renovated and designed hotels. The goal was to help guests and key opinion makers get a modernized view of Scandic and thereby attract new guests as well as increase the number of bookings. We also wanted to create a very unique and tailor made experience for our guests, taking the hotel experience one step further.!

8 STRATEGY & PLAN Our strategy was to develop a totaly new hotel category that would meet the trends where people are looking for a unique experience. Given that the guests do not want to come to Scandic, because of preconceptions about the hotel chain's offer and the perception that Scandic has outdated hotels we decided to bring Scandic to the guests giving them a hotel experience adapted for just their needs.

9 SCANDIC TO GO: THE WORLD S FIRST MOBILE HOTEL ROOM Scandic To Go: A mobile hotel room, 18 square meters with attached terrace and equipped with all that is expected of today's hotels offer such as free wifi, air conditioning and a fully equipped bathroom. In addition, the room was decorated in accordance with Scandic s new design concepts. At the same time, Scandic also launched new hotel categories at their regular hotels (standard, suite, etc.). The categories are based on customers different needs and ensure a unique and customized experience.

10 IMPLEMENTATION Two mobile hotel rooms were built in collaboration with Expo House and Doos Architects. Scandic To Go was launched on June 17th and made accessible for booking at Scandic s website. During the summer of 2014 Scandic To Go went on tour in Sweden, Finland and Norway, to for example: Norwegian archipelago Stockholm archipelago Stockholm Pride Norrmalmstorg, centre of Stockholm Hasslö, Karlskrona in Sweden Almedalen, political election week in Sweden. Several contests were launched via Scandics Facebook and Instagram in which the winners got the opportunity to book Scandic To Go to their own dream place via #scandictogo.

11 RESULTS The launch of Scandic To Go was a success that created the strong commitment among both opinion makers and guests. Scandic To Go has been fully booked since its launch and booking inquiries have come from curious visitors from all over Europe. Scandic To Go posts on Facebook reached an all time record for Scandic and has surpassed Facebook goals by over 400 percent. During the activation period the number of online booked hotel nights was up 20 percent compared to the same period the previous year an increase due to gained market share rather than a growing market. The PR campaign resulted in about 100 media coverages within the news media, trade media, lifestyle media, marketing, media and design media. Scandic took place in completely new contexts and media segments where the hotel chain was described in a new and innovative way. Only in Sweden, the campaign had a range of about 11,570,000 people and a media value of 10.4 million SEK.

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