Sleep 2017 explores ‘Loyalty: Lessons in Love’

Sleep returns for 2017 with the provocative theme “Loyalty: Lessons in Love” shaping the direction of the two-day event on 21-22 November at the Business Design Centre in London.

This year’s theme is courtesy of a collaboration with Ipsos Loyalty, the global leader in customer experience, satisfaction and loyalty research which is helping deliver a narrative that so many are starting to discuss.

Helen Bywater-Smith, director in customer experience, Ipsos Loyalty said: “We are excited to share with the Sleep community how hotel brands need to design communications, environments and interactions that deliver beyond the functional, leaving lasting memories in customers’ hearts and minds and inspiring them to recommend and relive the experience.”

The annual Sleep Set competition sees leading international design practices bring to life the theme.

This year, Sleep Set is supported by Kohler and will be collaborating with four design teams – Stonehill & Taylor, Il Prisma, MKV Design and 1508 London.

Each team will develop a guestroom exploring how design contributes to the more emotive and elusive ingredients for successful hotels, guest retention, relationships and advocacy, proposing a guest experience so meaningful that loyalty becomes love.

Visitors will be able to hear the designers make their case before a panel of judges in a conference session on Day One, followed by the announcement of the winner of the Sleep Set competition the afternoon of Day Two.

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