Ayatana Brand & Audience Discovery Questionnaire
Hey team, this isn't a test and there are no right or wrong answers. Think of this as a conversation we are having on paper. Ayatana has come a long way in 8 years and we want to make sure the next chapter is built on a foundation that everyone at the top is aligned on. Your honest answers here will shape everything we create together going forward. Set aside about 30 minutes, don't overthink it, and just say what you actually feel.
1. Who Is Filling This Out
a. What is your full name?
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First and last name please.
b. What is your role at Ayatana?
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Your designation or what you handle day to day.
Where do you see Ayatana going from here?
a. Where do you want to take Ayatana?
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Pick the one that feels closest.
b. Five years from now, what do you want guests to say about Ayatana?
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Think of it as a recommendation. What would you want them to tell a friend?
c. If Ayatana were a celebrity, who would it be?
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Name at least one, up to three. Indian or international, any field. Just someone whose image and reputation matches where you want to take the brand.
d. How important is it for Ayatana to be known outside India?
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1 = not a priority at all, 10 = one of our biggest goals.
e. Is there a brand anywhere in the world whose reputation you want Ayatana to have one day?
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A hotel, a restaurant, a clothing brand, anything at all. Name it and tell us why.
3. Brand Values and Identity
This section is about what Ayatana stands for and what it doesn't.
a. What are three words you would use to describe Ayatana as a brand today?
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Not what Ayatana does, but what it feels like right now.
b. If Ayatana had one rule it would never break, what would it be?
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Something that guides every decision, every hire, every guest experience. The thing you would never compromise on no matter what.
c. Which of these values feel most like Ayatana today?
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d. Is there anything about the way Ayatana operates or serves guests today that you feel does not fit the brand you want to build?
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Something that feels like it belongs to an older version of Ayatana.
e. When a guest is at Ayatana, what do you want them to feel that they wouldn't feel at any other luxury resort in India?
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Think about the emotion, not the amenity. Peaceful? Special? Like they are part of something rare?
f. Who is Ayatana not trying to be?
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A brand, a resort, a type of property anywhere in the world that represents the opposite of what Ayatana stands for.
This section is about the person who stays at Ayatana, today and going forward.
a. Who is the typical guest staying at Ayatana today?
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Age, where they are from, what they do. Just paint a picture.
b. Why do most guests choose Ayatana over other resorts?
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What do you think is the main reason they pick us?
c. How do most of your guests currently find out about Ayatana?
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d. Who do you want staying at Ayatana going forward?
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Age, where they are from, what they do. How is this different from who is coming today, or is it the same person?
e. What do most of your guests care about most when choosing where to stay?
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f. How much do most of your guests typically spend per night at a resort?
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Room tariff only, excluding taxes. Pick the closest range.
g. Where do most of your guests travel from?
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h. How often do most of your guests travel in a year?
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For leisure, not work. Pick the closest one.
i. What is the main reason most guests come to Ayatana?
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Pick the one that applies most.
j. What do most guests do after their stay at Ayatana?
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Pick the one that applies most.
k. Where do you want most of your bookings to come from in the future?
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Drag the options up/down to rank them, 1 being your top priority.
Use the up and down arrow keys to change the rank. l. What kind of guests do you want Ayatana to attract going forward?
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Even if all of the below fits your vision, select only up to 3 as your top priority.
This section is about what it actually feels like to stay at Ayatana.
a. How do you want a guest to feel from the moment they arrive at Ayatana?
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First impression, first five minutes. What should hit them?
b. What should a stay at Ayatana never feel like?
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Think about the worst version of an Ayatana stay. What would that look like?
c. If you had to describe the Ayatana experience in three words, what would they be?
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Words that describe how a stay here feels, not what it includes.
d. What is the one thing Ayatana does during a guest's stay that no other resort does?
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Something specific. A moment, a gesture, a detail.
e. What is one thing Ayatana should start doing to make the experience feel more like the brand you want to build?
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Something that doesn't exist today but should.
f. What kind of person would truly appreciate a stay at Ayatana?
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Not age or city. Think about how they think, what they value, what kind of traveller they are.
This section is about who you are up against and how you see yourself in the market.
a. Which resorts or properties do you consider your direct competitors today?
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The ones you think guests compare Ayatana to when making a booking decision.
b. What do your competitors offer that Ayatana currently does not?
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A specific feature, service, or experience that you know guests go to them for.
c. What does Ayatana do better than all of them?
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The one thing no competitor can claim.
d. Is there a type of traveller that you think your competitors are attracting that you are not?
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Think about who is choosing them over Ayatana.
7. Content Likes and Dislikes
This section is about the kind of content that should and should not represent Ayatana.
a. Are there any resorts, hotels, or hospitality brands whose content you really admire?
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Name them and tell us what it is about their content that you like.
b. Are there any resorts, hotels, or hospitality brands whose content you would never want Ayatana to look or sound like?
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Name them and tell us what it is about their content that feels wrong for Ayatana.
c. When you scroll through Ayatana's current Instagram, how does it make you feel?
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Be honest. Does it reflect the brand you want to build?
d. What kind of content do you want to see more of on Ayatana's Instagram?
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Think about what you wish was there but isn't.
e. Is there any content that is currently going out that you want to stop completely?
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Something that does not belong on the Ayatana feed.
f. If you had to describe the ideal Ayatana Instagram feed in three words, what would they be?
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Not what it looks like today. What you want it to feel like.