Service blueprint 4.0: a service design for hotels beyond COVID-19

Purpose This study examines changes in customer service encounter patterns in response to the COVID-19 pandemic during stays at hotels. The study re-visits the hotel services delivery process and examines how the hotel service blueprint has been re-framed. Design/methodology/approach The study implemented an exploratory and qualitative research design to identify changes in customer service encounters and the hotel service delivery process. The research applied a cross-sectional survey-based design, which involved open-ended and closed interview questions with hoteliers in the Delhi/NCR region. Findings The study identified an increase in contactless service during the service delivery process and in customer service encounters while staying at hotels. In so doing, the various service touchpoints in hotels need to transition from personalized service to contactless service encounters such as at check-in and payment, contactless room key access with available and accessible hand sanitizers, masks, room purifiers, automated room cleaning machines and the deployment of other smart artificial intelligence-based technologies. Practical implications This paper profiles a revised service blueprint model for hotels, which could assist hotel service managers to address potential sources of customer dissatisfaction and service failure during the COVID-19 pandemic. Originality/value The paper explores ongoing changes in the hotel service delivery process during the COVID-19 situation and reveals ways in which the service blueprint has been re-framed.