The Guest Club: Driving customer-centred decision-making at Whitbread

Whitbread, a hotel and restaurant company, launched The Guest Club, a hybrid research community that engaged customers at all parts of the design and development process to improve its relationship with them.

Summary

The Guest Club is Whitbread's hybrid research community. Over the past two years, the platform has had a transformative impact on Whitbread's insight capabilities and decision-making. We believe The Guest Club should win Best Application of Research because it has…

  • Been a driving force for commercial growth

The Guest Club has had a direct impact on  over £50m of investment, supporting our overall revenue growth.

  • Guided business-critical decisions

The community has informed c.150 decisions, from launching premium rooms to shaping our sustainability strategy, across all major business areas.

  • Significantly enhanced our insight capabilities

Whitbread's team of just three researchers...

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