Our journey to the Savoy Hotel was a mixture of impressions, from feelings of warmth to moments of discomfort. The experience began a bus ride from LCC to South Bank, which went smooth except for the wait times. From there, we walked to the Savoy and enjoyed the beautiful views of the river Thames and the architecture that surrounded it. Upon entering the Savoy’s lobby, I was greeted by an atmosphere of warmth, complemented by the subtle aroma of spices and elegant architecture that made me feel welcomed. Furthermore, when we enquired with concierge if our presence as research students would be a problem, we were treated with a lot of humility and pleasantness, which immediately perked our initially nervous moods.
The men’s washroom maintained a sense of luxury without pretension, though an odd smell and rough face towel textures slightly detracted from the experience. The River Restaurant presented a roadblock; unclear signage and restriction to enter left us feeling unwelcome, which contrasted sharply with the open and inviting atmosphere of the lobby.
The American Bar was a highlight of the journey. It exuded comfort and class, with an attentive service that justified its premium pricing. The scent of men’s cologne added a sensory layer to the ambiance. However, as I returned to the lobby, I experienced a mixed reflection—the grandeur was undeniable, but subtle signs of aging hinted at the hotel’s rich history, perhaps to a fault.
The map we decided to create was a hybrid of a journey and experience map, designed to understand pain points in various journeys to and within the Savoy. The map helped us determine that signages needed a definite improvement, as well as the consistency of smell. Even though each smell was distinct, in my opinion the brand as a whole should stick to one scent that can elevate the experience across touchpoints and not distract in turn.
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