A full guest experience research project for a nature retreat in Sweden. Through interviews, surveys, review analysis, and journey mapping, I identified who the most valuable guests were, what motivated them, where they experienced friction, and how the experience could better meet their needs.
A Scandinavian nature retreat was growing steadily but lacked a clear understanding of who its guests were, what motivated them to book, and where the experience was falling short. The goal was to uncover actionable guest insights, identify distinct customer segments, and translate research into improvements across marketing, communication, and the guest journey.
Dug into booking data, listings, and demographics to understand who was choosing the retreat and why.
Reviews, surveys, interviews, and a full journey audit. Heard it straight from the guests.
Raw insight became personas, empathy maps, and journey maps. Patterns emerged. Priorities got clear.
The research didn't sit in a deck. It went straight into communications, touchpoints, and the guest experience.
Analysed 100+ reviews, ran a weekly 3-min guest survey, conducted in-depth qualitative interviews, and led an internal persona workshop with the founding team.
Synthesised findings into validated personas, emotional journey maps, and a prioritised opportunity framework spanning communication, amenities, and arrival rituals.
Rebuilt guest communications end to end. Relaunched platform listings. Introduced new journey touchpoints and moments of delight that went live with the next season.
Bookings were increasing, but there was little visibility into who guests actually were, what motivated them to book, or what they hoped to gain from their stay. The retreat had evolved organically over time, yet key decisions around marketing, guest communications, and experience design were still being made without a shared understanding of guest needs and behaviours.
The goal was to uncover the people behind the bookings, identify meaningful guest segments, understand emotional drivers and pain points, and create a foundation for more intentional experience design and decision-making.
Six research-backed personas, each with different emotional triggers, booking motivations, and friction points.
Research artefact
| Stage | Emotional State | What's happening | Key friction |
|---|---|---|---|
| Pre-Booking | Anticipation + Anxiety | Searching for something genuinely special; drawn by nature imagery and stillness cues | Listings didn't communicate the full value or prepare guests for the experience |
| Arrival | Excitement + Awe | "Even in the dark, we were amazed." Immediate comfort and surprise at quality | Multiple overwhelming messages all at once — dampening the magic moment |
| First Night | Relief + Deep Connection | Fire lit, phones off. Guests describe it as a "picture moment" — intimate, grounding | Hot tub confusion and damp firewood interrupt this window of connection |
| Full Stay | Presence + Wonder | Forest walks, rituals, journaling. Guests find stillness they didn't know they needed | No local guidance means guests miss depth experiences around them |
| Departure | Clarity + Bittersweet | "You can be so affected in such a short time." Recharged and reluctant to leave | Unclear checkout steps create last-minute anxiety at the worst possible moment |
Research without implementation is just a report. Here's what changed.
What was manual, dense, and overwhelming became automated, staggered, and human.
Listings now communicate what makes this place remarkable — and prepare guests honestly for what makes it different.
Small, intentional additions that remove friction and create meaning at the right moments.
A single source of truth combining house information, local recommendations, amenities, FAQs, and practical guidance. Guests could find everything they needed in one place — reducing confusion and increasing confidence throughout their stay.
Created a structured support framework with templates, quick-response guides, escalation paths, and decision rules. This enabled faster, more consistent guest support while reducing reliance on individual team knowledge.
Key friction points such as Wi-Fi limitations, hot tub heating times, and compost toilet usage were communicated proactively. Setting expectations early reduced surprises and improved the overall guest experience.
Introduced intentional moments throughout the guest journey designed to strengthen emotional connection, encourage exploration, and transform functional interactions into memorable experiences.
Six research-backed personas replace guesswork in marketing, copywriting, and product decisions — from listing language to seasonal offer design.
From manual and overwhelming to automated and staggered — the right information at the right moment, in a tone that feels like the brand.
Platforms now communicate what this place actually is — with expectations set honestly so guests arrive knowing exactly what they chose.
Phone lockbox, local guidance hub, improved documentation — turning friction points into features and ordinary moments into memory-makers.
