An iconic 300+ bed college-age social resort in Europe was underperforming in key ancillary revenue streams (tours, events) and facing a falling reputation. The existing model suffered from guest decision paralysis due to too much choice, leading to low participation and fractured groups.

The task was to fundamentally redesign the resort’s experience offering to unlock financial potential, increase guest participation, and revitalize the iconic brand status by replacing decision fatigue with engagement and urgency.

I replaced the à la carte activity model with a curated daily “Experience of the Day,” eliminating choice paralysis and building critical mass for events. I mastered “experience sequencing,” intentionally designing each event to fuel attendance for the next (creating a “snowballing” effect). I redefined the core product essence as “freedom” and created a new “Social Staff” role to foster interactions and generate authentic marketing content.

The redesigned model dramatically improved commercial performance and brand perception:

• The tours and events department became the resort’s powerhouse, achieving record guest participation and spend rates.
• Safety was transformed in high-risk activities, which were re-engineered through root cause analysis, enhancing trust and experience prestige.
• The model was scalable and operationally efficient, optimizing labor costs and outcomes.

• Business transformation
• customer experience strategy
• Risk Management

• Organisational Agility & Effectiveness
• Process Effectiveness & Automation
• BI & Analytics

• Hospitality and Leisure