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Message Zest Timeshares As lifestyles and spending patterns change among India’s growing population of young urban professionals, Mahindra Holidays realized the need for a new type of escape to suit this emerging market. Eager to expand their offering and redefine the holiday-going experience, Mahindra approached IDEO to capitalize on this target group’s increasing awareness of design and exposure to premium services. Based on prior work designing for the service and hospitality industry, IDEO chose to look at the total vacation experience, from planning through to memory capturing, in order to create an innovative and holistic offering. To begin, IDEO and Mahindra conducted a series of participatory and passive observations in different regions of India. The team synthesized these into insights that were then used in a joint workshop to prompt concepts for the ideal resort experience. IDEO refined these concepts and created a detailed vision of the customer journey, bringing key touch points to life in the form of renderings and stories. Through these visualizations, Mahindra communicated IDEO’s strategy to the architects, planners, and designers who implemented the various resort components. The result is Mahindra Zest, a timeshare vacation experience based on a ten-year commitment for ambitious, hardworking, but stressed young metropolitans. Featuring vibrant, youthful, and serene settings, Mahindra Zest redefines the rules of the vacation industry and incorporates design thinking into an emgerging vacation trend. The national roll out of Zest resorts and service network will be phased over the next three years. http://www.ideo.com/work/zest-timeshares