Performative Brand Opportunities in the HoReCa Service landscape in the City of Yekaterinburg

A client-based order of long-term relationships with target audiences requires manageable conditions for quest satisfaction created by contextualizing the market situation. A digitalization-enhanced guest centeredness adds value to the product/brand maintaining an emotional mode of guest satisfaction. A performative brand comes into contact with the user at all stages of interaction involving him into co-participation in shaping the service landscape of hospitality. The service landscape of HoReCa performative brands enhances the degree of interactivity of service subjects creating positive emotions, vivid impressions of the guests. Based on the guest needs and desires, the hospitality enterprises update service models, develop service packages exploiting design thinking methodology. Through developing probable scenarios of guest interaction with the use of design thinking templates, they create a layout of a client journey map. The map is a blueprint of a particular guest’s experience and reflects his lifestyle and behavioral habits. Customer Journey Map is the basis for designing flexible algorithm of service procedures and operations anchored by corporate standards of properties. The variability of staff actions is tailored to the specific avatar of the guests to ensure the effectiveness of the service landscape of the guest-centered performative brand.