Hospitality lighting solutions communication framework

Blanch, A.

Published: 01/01/2014

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Citation for published version (APA):Blanch, A. (2014). Hospitality lighting solutions communication framework Eindhoven: Technische UniversiteitEindhoven

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Hospitality Lighting Solutions Communication Framework

Anna Blanch Vergs February, 2014

A catalogue record is available from the Eindhoven University of Technology Library ISBN: 978-90-444-1260-4 (Eindverslagen Stan Ackermans Instituut; 2014/02)

EINDHOVEN UNIVERSITY OF TECHNOLOGY

Stan Ackermans Institute

SMART ENERGY BUILDINGS & CITIES

HOSPITALITY LIGHTING SOLUTIONS

COMMUNICATION FRAMEWORK

By

Anna Blanch Vergs

A dissertation submitted in partial fulfillment of

the requirements for the degree of

Professional Doctorate of Engineering

Eindhoven, the Netherlands

January, 2014

This thesis has been established in collaboration with

2014

Anna Blanch Vergs All Rights Reserved

Eindhoven University of Technology

A dissertation submitted in partial fulfillment of the requirements for the degree of

Professional Doctorate of Engineering

HOSPITALITY LIGHTING SOLUTIONS COMMUNICATION FRAMEWORK

Anna Blanch Vergs

Approved:

________________ _________________ Prof. ir. Wil L. Kling Prof. ir. Elphi Nelissen

Professor and chair of Electrical Scientific Director SEB&C, Power Systems group at the Eindhoven Dean of the Department of

University of Technology the Built Environment

_________________ _________________ Ing. Toine van den Broek Dr. ir. Ronald Gelten

Program Manager Front-End Innovation Business Development Philips Lighting Manager Europe

Philips Lighting

Abstract of a dissertation at the Eindhoven University of Technology.

Dissertation accomplished in the Post-MSc program Smart Energy Buildings & Cities.

ABSTRACT

Hospitality customers are looking for systems that involve more than just turning the

light on and off. They want lighting solutions that are energy-efficient, flexible and that

will help enhance the guest experience. Based on on-going research about the impact

that light can have in different applications and an analysis of the European Hospitality

market, specific total lighting solutions concepts are being developed to address these

needs.

Therefore, as Philips is moving from a product provider to a total solution partner, there

is a need to establish a new framework to communicate about these new positions in the

market, also known as propositions. Propositions are a combination of several products,

a range of controls and systems in an overall solution package. Although this framework

is applicable to any segment within the Philips Lighting professional market group, in

this assignment Hospitality has been selected as the carrier.

The first step was to translate the available Philips technologies portfolio into

meaningful solutions for all relevant areas in a typical hotel. In parallel, an analysis of

the end user profile and the related addressable market size was carried out to estimate

the business opportunities. Last, the development of recommendations for new

communication tools was made. These new tools aim to overcome the existing

challenges that the sales force encounters when presenting total lighting solutions.

These challenges are identified under the new solution consultative selling process

framework, where the diverse Hospitality audience needs to be analyzed.

TABLE OF CONTENTS

Abstract ................................................................................................................................................................. 1

1 Introduction .............................................................................................................................................. 4

1.1 Professional Doctorate in Engineering Smart Energy Buildings & Cities .............. 5

2 Royal Philips Electronics ...................................................................................................................... 6

2.1 Philips Lighting ............................................................................................................................... 8

3 Assignment definition ........................................................................................................................ 10

3.1 Situation ......................................................................................................................................... 10

3.2 Rationale ........................................................................................................................................ 10

3.3 Challenge and solution ............................................................................................................. 12

4 Problem statement and context ..................................................................................................... 14

4.1 Outside-in Problem Statement.............................................................................................. 14

4.1.1 Hospitality context ........................................................................................................... 14

4.1.2 Eco-labels and certifications ........................................................................................ 17

4.2 Inside-out problem statement .............................................................................................. 20

5 Solutions by areas ................................................................................................................................ 22

5.1 Reception and lobby .................................................................................................................. 24

5.2 Corridors and other areas of transition ............................................................................ 26

5.3 Guestrooms ................................................................................................................................... 28

5.4 Luxury rooms and suites ......................................................................................................... 31

5.5 Bars, restaurants and lounges ............................................................................................... 34

5.6 Wellness areas ............................................................................................................................. 37

5.7 Conference and meeting areas .............................................................................................. 40

5.8 Faade and car park .................................................................................................................. 43

5.9 Control functionalities by area ............................................................................................. 46

6 Guestroom solutions ........................................................................................................................... 48

6.1 Energy ............................................................................................................................................. 50

6.2 Comfort ........................................................................................................................................... 52

6.3 ComfortPlus ..................................................................