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Imagining the future of luxury hospitality at THE LINE

CX · insight · ideation · emerging tech · brand strategy · positioning

NEOM permaculture concept for THE LINE

NEOM wanted leading hotel brands to explore how their offerings could come to life within the radically different environment of THE LINE. They needed a process that could take teams beyond familiar hospitality conventions and help them develop new services, experiences and moments combining the essence of their brand with the possibilities of a technologically advanced future destination.

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My role included

  • Defined the role and proposition of luxury hospitality at THE LINE.
  • Helped hotel brands examine their positioning and audiences.
  • Explored what luxury means today and how it might evolve in future.
  • Created design-thinking exercises that pushed teams towards more imaginative, next-generation ideas.
  • Structured ideation across areas including wellness, adventure, entertainment and food and beverage.
  • Developed thought starters and a method for identifying and strengthening the most promising concepts.
  • Wrote and co-designed a playbook to support an end-to-end innovation process.

Outcome

The playbook handed hotel partners an innovation process for creating distinctive hospitality experiences that were imaginative, true to their brand, and fit for NEOM’s ambitious vision.

Diagram from the NEOM innovation playbook showing the three-phase process: Foundation, Innovation, and Presentation

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