The Guest Club: Driving customer-centred decision-making at Whitbread

Whitbread, a hotel and restaurant company, launched The Guest Club, a hybrid research community that engaged customers at all parts of the design and development process to improve its relationship with them.


The Guest Club is Whitbread's hybrid research community. Over the past two years, the platform has had a transformative impact on Whitbread's insight capabilities and decision-making. We believe The Guest Club should win Best Application of Research

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