Journey Map — Business Hotel Stay
A frequent business traveller's two-night stay booked direct: a midnight check-in with one receptionist is computed as the moment of truth at −2 carrying 3 of the 4 pain points, app check-out with a VAT-ready invoice is the +2 peak, and the 3-point fall from pre-arrival to arrival is the sharpest drop. Fictional hotel and figures.
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title "Guest stay — The Marlowe, city-centre business hotel"
subtitle "Two-night business trip, booked direct, arriving late"
note "Illustrative example: The Marlowe is a fictional hotel; the persona, quotes and figures are invented for demonstration."
persona "Daniel Osei"
role: 36, management consultant, about 40 hotel nights a year
goal: Sleep well and work without friction
needs: Fast check-in after 22:00 | Reliable Wi-Fi | Receipts that expense cleanly
quote: "I judge a hotel by the first ten minutes and the Wi-Fi."
phase "Before"
stage "Book"
actions: Compares direct and travel-site prices | Books direct for free breakfast
touchpoints: Hotel website, Travel site
thoughts: "Same price direct, plus breakfast — easy choice."
emotion: +1 Pleased
opportunity: Show direct-booking perks next to travel-site prices
owner: Revenue management
metric: Direct booking share 38%
stage "Pre-arrival"
actions: Receives the pre-arrival email | Requests a late check-in
touchpoints: Email, Messaging app
thoughts: "Nice — they asked when I'm arriving."
emotion: +1 Reassured
opportunity: Issue a mobile key with the pre-arrival message
owner: Front office
metric: Pre-arrival form completion 47%
phase "During"
stage "Arrival"
time: 23:15
actions: Arrives after a delayed train | Waits for the one night receptionist
touchpoints: Front desk, Lobby
thoughts: "Twenty minutes standing in the lobby at midnight."
emotion: -2 Exhausted
pain: One receptionist for 14 late arrivals | Room key encoding failed twice | Late-arrival note missing from the booking
opportunity: Mobile key and self-service kiosk after 22:00 | Night staffing set by expected arrivals
owner: Front office
metric: Median check-in time after 22:00 19 min
stage "Stay"
actions: Works from the room | Has breakfast
touchpoints: Wi-Fi, Restaurant, Room
thoughts: "The Wi-Fi drops on every video call."
emotion: -1 Irritated
pain: Free Wi-Fi capped at 5 Mbps
opportunity: Business-grade Wi-Fi for direct bookers
owner: IT and engineering
metric: Wi-Fi complaints per 100 stays 4.2
stage "Check-out"
actions: Checks out in the app | Downloads the invoice
touchpoints: App, Email invoice
thoughts: "Two taps, and the invoice has my company's VAT number."
emotion: +2 Impressed
opportunity: Send the invoice straight to the expense tool
owner: Finance
metric: App check-out uptake 52%
phase "After"
stage "After the stay"
time: Day 2
actions: Receives a review request | Books his next trip
touchpoints: Email survey, Hotel website
thoughts: "They replied to my Wi-Fi comment by name."
emotion: +1 Loyal
opportunity: Recognise repeat guests at the next booking
owner: Guest experience
metric: Review response rate 31% | Repeat bookings within 90 days 22%