THE CLIENT

Archer Hotel is a collection of boutique hotels in the United States developed and operated by LodgeWorks Partners, L.P. Known for their location-centric design and attention to details big and small, Archer Hotels are renowned for creating unique and memorable guest experiences.

‍

THE CHALLENGE

As consumer expectations evolve, LodgeWorks identified an opportunity to drive guest preference and loyalty by offering more seamless and personalized guest experiences. Understanding that fragmented customer data limited their opportunity, LodgeWorks envisioned a future where all guest data—from the Property Management System (PMS) to the Central Reservation Systems (CRS), to subscriber email and SMS databases, to a guest messaging platform and post-stay surveys—could be integrated into one unified platform.

With this vision, LodgeWorks sought to map the guest journey, consolidate their data, and identify opportunities to enhance guest interactions by leveraging best-in-class technology, marketing strategies and operational efficiencies. This future-focused approach would allow them to deliver more cohesive and personalized experiences while maximizing the potential of customer data across every touchpoint.

‍

THE SOLUTION

Protagonist Digital partnered with LodgeWorks to develop a strategic, three-phase plan focused on aligning the customer journey with technology solutions to enhance data utilization, improve marketing efforts and enhance the guest experience.

1. Phase 1: Research & Persona Development Protagonist began by researching industry trends and analyzing existing customer data, including guest reviews, guest interviews, CRM data, and Google Analytics insights. This research allowed us to develop three key leisure guest personas.
   
   

These personas helped shape LodgeWorks' understanding of guest preferences and expectations, providing a solid foundation for future marketing and technology decisions.

2. Phase 2: Customer Journey Mapping & Technology Flow Analysis Protagonist worked alongside LodgeWorks to create a comprehensive customer journey map, identifying each step from the initial awareness stage through post-stay feedback and loyalty. This map highlighted guest touchpoints where data was either being captured or could be leveraged more effectively. By overlaying this journey with LodgeWorks' existing technologies—such as PMS, CRS, and guest messaging platforms—Protagonist was able to identify areas where technology gaps existed, and where new tools could significantly improve the guest experience.
   
   Key pain points included fragmented data silos and limited integration between systems, which hindered the ability to provide real-time personalization and seamless communication across touchpoints. Protagonist then proposed a vision for a future technology flow that would integrate these systems into a unified platform, enabling LodgeWorks to fully unlock the potential of their customer data.
   
   
3. Phase 3: Innovation Workshop & Strategic Roadmap To further explore opportunities, Protagonist facilitated a half-day innovation workshop with LodgeWorks, centered on “How Might We” questions, such as:
   
   1. How might we create a seamless booking and pre-arrival experience by integrating real-time guest data?
   2. How might we use technology to enable more personalized guest interactions during their stay?
   3. How might we leverage post-stay feedback through automated systems to enhance future bookings and loyalty?

‍

The workshop enabled LodgeWorks to identify opportunities for better data capture, integration, and guest engagement at each stage of the journey. The result was a clear strategic roadmap that outlined the technology requirements, timelines, and specific actions needed to implement a unified data platform. This roadmap not only focused on integrating existing systems but also explored new technology vendors capable of supporting this future state.

‍

THE RESULTS

• Innovative Technology Integration Plan: LodgeWorks now has a clear strategy to consolidate customer data across platforms. By integrating the PMS, CRS, marketing subscribers, guest messaging, and guest feedback into one unified system, they will be able to provide real-time personalization, seamless guest interactions, and more cohesive marketing campaigns.
• Actionable Technology Roadmap: The roadmap outlined by Protagonist details the specific technology requirements and integrations necessary to achieve a unified platform. It includes vendor evaluation criteria and a timeline for implementation, ensuring that LodgeWorks can take actionable steps toward realizing their vision.
• Leadership Alignment and Future Vision: Protagonist supported LodgeWorks in presenting their findings to leadership in the form of a technology vision preview. This presentation highlighted the future state of technology integration, data utilization, and customer experience enhancement, ensuring that the leadership team is aligned with the strategic direction.

By working with Protagonist Digital, LodgeWorks has positioned itself as a forward-thinking leader in hospitality. With a clear path to integrating disparate systems and delivering personalized guest experiences, they are well-prepared to meet or exceed modern guest expectations and set new industry standards.

‍

‍“Protagonist helped us tackle an industry-old dilemma with fresh eyes — how to align guest experience and disparate technology. We walked away with new insight and an actionable roadmap. It’s been an invaluable partnership.”

‍— Cheryl Gilliam, SVP, Brands and Marketing, LodgeWorks