A collaborative tool to help you design a better guest experience, create team alignment and generate results faster

The Guest Experience Map (GEM) is for innovators who want to create new or reinvent existing experiences by uncovering missed opportunities
and help visualise strategic next moves.

Request the 36-page quick start guide, examples and blank map

Great guest experiences start with a great team experience

The GEM is our popular set of tools that help make you and your teams better, more confident innovators so that you can design, create and capture more value in your guest experience.


Featured on Skift:
How to Make Improving the Guest Experience a Joyful Task
- Colin Nagy, Skift - On Experience

The Guest Experience Map® is a storyboard tool created with a specific set of universal ideas. It’s designed as a big-picture assessment of key moments in your guest experience.

It provides you with a framework for creating breakthroughs in three key areas:   

  • What happens BEFORE the guest makes a booking

  • What happens DURING the core experience

  • What happens AFTER the guest has left

The map systematically lays out how you will attract the right guests and move them toward booking, and then through key moments in the core experience while unlocking incremental revenue-generation opportunities, and then how you generate lifetime business.


Unlock new opportunities in less than 15 minutes.

You don’t need a degree to use the GEM, by using our quick guide you and your teams will be able to apply the trigger questions to your own experience and start finding strategic opportunities quickly. When you get stuck the GEM is a quick tool you can always refer back to and use to guide discussions and spark new ideas.  

Clearly visualise how your experiences come together

This could be our overall guest experience for a specific guest segment, or experiences within your business. By visually mapping your experience, gaps will become obvious and new opportunities will present themselves more easily.

Create team alignment

Great guest experiences start with a great team experience. The GEM helps teams get on the same page. When teams have a shared understanding of the guest experience they can contribute to making it better.


Frequently Asked Questions:

Is this like Customer Journey Mapping?

Yes and no. Unlike traditional customer journey mapping methodology (there are a lot!) we wanted to create a tool that specifically helped in the design and test phase of your process (easy to move ideas around), was very simple for everyone in the business to understand (didn’t require a lot of explanation) and that played well with other innovation tools like the Business Model and Value Proposition Canvas.

Traditional customer-journey maps come in all shapes and sizes. Unlike those, however, our map focuses on the big, strategic blocks that move the guest predictably along each of the three units of a guest’s experience -- the Before, During and After.  

The map is a tool that provides clarity and alignment, and it grows stronger the more you use it.

What kind of business can use this tool?

While the GEM was primarily designed for hotels and hospitality focused experiences it has been used by a wide range of business and organisations globally.

Why is this tool free?

We’re on a mission: to create the world’s best tools for hotels and experiences to make them better, more confident innovators. To that end, this toolkit is taste of some of the strategies and tools we use to help our clients create experiences and business their guest loves. We’ve coached hundreds of businesses through the GEM methodology, and we know that these tools create clarity and perspective. But we also know implementation is where all the high value is unlocked, and that’s where teamwork makes the dream work. If you’re interested in being coached by us and get a deeper experience with our full toolkit you can contact us here.

How can I get additional help?

If you’re interested in being coached through the Guest Experience Map methodology or the Strategyzer tools you can request a call here.


Jesse Desjardins
Creator, Hospitality & Experience Strategist

Jesse is the creator of the Guest Experience Map®, Strategyzer® coach and a leading advisor on innovation to the global travel industry. Jesse leads a consultancy that develops communities, strategies and products for travel brands. During his seven-year tenure as the Global Manager, Social & Content at Tourism Australia, Jesse and his team spoke to millions daily via Tourism Australia’s digital platforms, and created strategies that made Australia the leading destination on social media. Named as one of Skift's most-influential people in travel, Jesse has accumulated several industry accolades, including 3 Cannes Lions, and has collaborated with leading brands and innovators in the business, including Accor, Facebook, GoPro, DJI and Buzzfeed. Jesse has shared his knowledge at various conferences around the world and holds an MBA with a focus in Creative Leadership.

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The Guest Experience Map®, The GEM Finder and the GEM Cards are copyrighted by FWNATION PTE. LTD. (Singapore) and are not to be modified or used in software or other commercial products. Feel free to use The Guest Experience Map, The GEM Finder and the GEM Cards in meetings or for consulting services under the condition that you must reference and cite TheGem.com and fully display the Guest Experience Map logo. Please contact licensing@thegem.com for any inquiry.