F1 Hotel
disciplines
Service Design
Design Strategy
Branding
Industry
Content
Year
2025
overview
This project focused on developing an additional hospitality offering for F1 Experiences, the F1 Hotel. We identified a gap in the current portfolio of offerings that could generate significant revenue for the brand. For this proposal, we looked at both the race weekend and non-race weekend audiences.
The current Formula 1 hospitality offerings focus on on-track experiences while there is programming on track. We identified an opportunity to supplement the existing hospitality offering by introducing a Formula 1 themed hotel, located right on track. After more exploration, we expanded our initial offering to also provide value to guests visiting during the off-season. We focused on offering unparalleled, immersive experiences that transported the guest to the universe of Formula 1.
We analyzed various circuits for the implementation of this concept. We selected three to do an in-depth analysis of; Silverstone in the UK, Circuit of the Americas in the US, and Monza in Italy. We based this analysis on factors like proximity to major cities, available public transit, and circuit popularity among fans. We conducted a PESTEL analysis for each of the three circuits
We began the research phase by conducting secondary research on student athletes in the US. Through our research, we found out that stress is a major issue for this population, and decided to dig further into the causes. We distributed a survey and got 48 responses from student athletes. We discovered that pressure to perform and balancing sports and academics are the two major stressors for college athletes. Based on our research data, we developed an ecosystem map to visualize the current relationships between actors and entities, and identified areas of opportunity.
We utilized the insights we generated at the end of our research phase as the guide for our ideation. We generated multiple How Might We questions based on each of the insights and collectively came up with over 540 ideas. We affinitized them, and identified key themes. We mapped these broader themes on our value pillars to ensure alignment.
We then used a 2x2 matrix with impact and time as the parameters to map out the ideas. We prioritized ideas that had a high impact and low time implementation requirement. We used this framework to create a roadmap for how the rest of the ideas would be implemented over time.
Card Sorting Sessions
