The Obsidian System

A Three-part, Value-based Framework for Next-level Service Design

We know that change is the only constant, and that the future of hospitality will be a convergence of travel and sustainability trends. Obsidian seeks to guide industry leaders in providing outstanding guest journeys today while anticipating the needs of travelers tomorrow.

Part 1: A core value system for the hospitality industry

For dining-based hospitality organizations, a restaurant’s ability to excel in five categories (Story, Food & Beverage, Experience, Community, and Sustainability) leads to an unforgettable and meaningful experience for guests. For hotels, extending to seven (with the addition of Privacy and Cultural Exchange)—to account for the in-room experience and greater interaction with a location—does the same. In both business cases, these value-based categories are felt internally and as well as having external effects.

We work with you to identify how this core value funnel may be experienced by your target market, internal team, and/ or other stakeholder groups.

Part 2: A methodical review of these values per step in your guest journey, producing a comprehensive framework for growth

The second part of the Obsidian System is its multi-layered framework, that assesses the values above according to each step in your guest’s journey. Again, we take an integral view of both axes by analyzing interior impressions and exterior actions alike. As with Part 1, this review can be made from the perspective of your guests, team, and/or other stakeholders.

Through this holistic audit, we shed light on specific opportunities within your guest journey.

Part 3: Community and sustainability initiatives are taken to the next level with a clear path towards future-forward hospitality

The core value flow as well as guest journey framework become next-level when we expand upon community and sustainability initiatives, and identify how your hospitality business can address the future convergence of travel and environmental trends.

It is our informed belief that guests—whether driven by virtue, affirmation, or necessity—will increasingly seek experiences to gain skills for societal transformation. Providing them with knowledge-inducing experiences during their time with you will satisfy this desired need. By allowing these consumer and forward-looking values to guide experience design, we ensure that every element of a stay is intentional and purpose-driven, affecting both your brand value and also your bottom line.

Obsidian’s unique ability to meld diverse yet complimentary knowledge bases has allowed it to craft something entirely new

Integral Philosophy x Experience Design x Sustainable Business

Our Services

The three-part methodology outlined above informs a holistic and next-level approach to auditing, strategizing for, and implementing the details that make up a great guest experience, for the benefit of multiple stakeholders. The Obsidian System can help you to meet customer (and employee) satisfaction indicators, guide business growth, or reach social and environmental goals.

  • Let’s schedule a complimentary, introductory meeting to hear more about your business and its needs. We love to ask questions to get to the core of what you do best and what can be leveraged for your continued success.

    Key deliverables: On-the-spot insights and, when ready, a proposal for next steps

  • Using integral thinking, we work with you to identify how hospitality’s core five to seven values may be experienced by your target market, internal team, and/ or other stakeholder groups.

    Analyzing your brand and operations from multiple perspectives allows for a more in-depth look at how your business appears as well as how it feels.

    This step can be conducted remotely or in conjunction with a site visit.

    Key deliverables: One core value assessment per desired stakeholder group, in written form, and presented as desired

  • We use our core hospitality values to guide a guest journey checklist, annotating what the current experience is for every step— from initial online search through to post-check-out touchpoints.

    Although typically conducted from the guest’s point of view, with internal teams and other stakeholders informing their experience, the guest journey framework can also be analyzed from the perspective of these internal teams or an alternative stakeholder group. In all cases, integral thinking is also used here to explore both the inner and outer experiences of each party, per value and step in the guest journey.

    This audit is preferably conducted during and after an in-person visit.

    Key deliverables: A fully annotated framework, consisting of notes per value and step in the guest journey for any number of stakeholders, from inner and outer perspectives. A summary of findings is also included and can be presented as desired.

  • After a core value assessment and guest journey audit, we can fill in the blanks by adding strategic as well as concrete suggestions for improvement.

    Beyond this, we can start or expand upon any current community-based or sustainability projects by outlining ways in which guests could gain the skills that they would want to share with their networks once back at home.

    Our innovative approach is simultaneously grounded and expansive to enable maximum results, pushing beyond norms to create truly memorable and next-level experiences.

    This step is preferably conducted during and after an in-person visit.

    Key deliverables: A written and verbal presentation of findings and ideas, as desired

  • The most important part of a project is timely, thoughtful implementation. For any feedback that your organization would like to see through, we’re happy to advise along the way or to manage the project on our side.

    Key deliverables: Ensuring that feedback and new projects are implemented as desired

  • Discussions and/ or workshops can best indicate how to integrate new feedback and projects into current policies and communications (as always— both internal and external). Dedicating time specifically to staff ensures that learnings are implemented with the right intentions, and that they stay consistent over time.

    This is an important step for those establishments that have yet to work with impact-based auditing, as well as for those working with new hires.

    Key deliverables: As needed