Hotel constellations: systems constelations on hotel brands

NHTV, Breda University of Applied Sciences

Breda, Monday, June 2nd 2007

Who am I?

1. Econometrics (Masters) and psychology (bachelor) Groningen, 1975 -1982

2. Several jobs, e.g. the development of a commercial programme on a fashion school and camping manager

3. Branding consultant and assistant marketing professor Dutch Open University since 1990

4. Dissertation on branding constellations 2001/7: the application of the systems constellation technique to identify branding opportunites.

Today: hotel constellations - systems constellations to identify hotel branding opportunities

1. What: antropomorphic, spatial systems metaphor

2. When: important hotel decisions

3. Why: enhancing conscious hotel information awareness

4. Who: emotional intelligent hotel decision makers.

Procedure description hotel constellations

Main five steps:

1. Dialogue

2. Projective identification

3. Emotional systems feedback

4. Simulation and vision development

5. Creative interpretation.

1. Dialogue: Verbalisation issue and constructs

2a. Construct projection: Anthorpomorphising / projective identification of core constructs

2b. Current systems projection: Positioning stand-ins core constructs current situation

3. Emotional systems feedback: Sensing and questioning construct stand-ins on feelings, tele and intentions

4. Simulation and vision phase: Adding branding opportunities and optimizing systems energy

5. Creative interpretation: Verbalising emotions and insights towards the branding opportunities

Rules problem owner

1. Construct choice: combination of ratio and emotion

2. Do not name the brand

3. Name the constructs ‘abstractly’ to allow the stand-ins to focus on their physical experiences

4. Choose the stand-ins carefully and intuitively, resonating the construct with the person, carefully inviting the people from the audience

5. Position the stand-ins carefully and intuitively, resonating the construct with the place

6. Interprete laterally: generate insights and wonder afterwards where your insights come from.

Rules stand-ins

1. Forget which construct you stand for

2. Focus on your experiences: feelings, tele experiences and intentions

3. Describe the development of these experiences short and to the point when asked for by the facilitator.

Rules audience

1. Focus on your personal experiences: feelings, tele experiences and intentions

2. Describe the development of these experiences short and relating them to the problem question of the problem owner, when asked for by the facilitator in the creative interpretation dialogue.