ILH – Persona / International


Fredrick Simmons

CEO Fintech

Age:                                  37

Income:                            £500.000

Location:                          New York

Tech:                                 MacBook Pro, iPhone 11, Samsung Galaxy 20 Ultra, Apple Watch

Comfort with tech:         Very high


He needs a boutique end hotel for his business stay in the capital. He expects a queen size bed and a modern décor with a touch of British. A cozy bar with a good whiskey selection and breakfast room with health food options where he can eats. He ll use his iPhone for all necessary information and service like Uber, reminders, map and ideally the room key. He would love to have Wifi speakers in his room. His girlfriend might join him for a few day so he ll need an extra key for her so she can enter the room if he is running late. He needs to be able to order some extras for the room like some champagne and ll use room service.

Pain points

The hotel has no Wifi.

The hotel doesn’t hold up to the standard he expects.


Having an enjoyable stay with all the comfort he desires.

Diane and Dave Bingham

Teacher, Bus driver

Margret Kipling

Travel Agent

Lewis Mackenzie

Technology Consultant

Jane Phillips

Hospitality Reservations Manager