Mission objective
Build a scalable guest experience framework aligned with NEOM’s bold vision for future-ready living.
Context & Background
NEOM is Saudi Arabia’s flagship urban innovation project, an ambitious reimagining of how people will live, work, and explore in the decades to come. Designed as a global benchmark in sustainability, technology, and livability, NEOM encompasses an expansive ecosystem of destinations, from coastal tourism zones to cultural and smart cities.
As part of this transformation, the guest experience had to be visionary, not just seamless or service-driven, but intuitive, personalized, and scalable across regions and segments.
TCXA was chosen to define the CX foundation for NEOM’s hospitality and lifestyle environments, ensuring every interaction reflects the future-forward spirit of the destination.
The Challenge
Creating a consistent guest experience at the scale of NEOM required solving for multiple layers of complexity:
Diverse visitor profiles—ranging from ultra-high-net-worth leisure travelers to business visitors, wellness seekers, and local explorers.
Cross-sector consistency—with experiences spanning hospitality, culture, nature, retail, and mobility sectors.
Integration of digital and physical touchpoints—to create intuitive, frictionless, and emotionally resonant journeys.
Scalability and future-readiness—ensuring that today’s CX foundations could evolve as NEOM grows toward its 2030 vision.
Without a clearly structured strategy, these ambitions risked being diluted by fragmented delivery, limiting guest satisfaction and brand credibility.
TCXA's approach
We delivered a multi-layered guest experience framework that balances strategic vision with operational execution.
Visitor Profiling & Segmentation : We developed in-depth personas representing NEOM’s key visitor types—from luxury tourists and cultural explorers to family visitors and business travelers. Each profile included emotional drivers, lifestyle expectations, and desired interactions—grounding the strategy in human behavior.
End-to-End Journey Mapping : Using these profiles, we mapped guest journeys across physical, digital, and service touchpoints. The journeys covered moments from pre-arrival discovery to on-site engagement and departure—ensuring every step reflected NEOM’s hospitality vision while enabling sector-specific differentiation.
Scalable CX Framework : We built a modular CX framework designed to scale across NEOM’s districts and operating models. It included:
- Experience design principles
- Touchpoint strategies (digital & physical)
- CX KPIs and service triggers
- Enablement guidelines for operators and staff
The framework allowed flexibility while ensuring consistency across all guest-facing components.
Results
Strategic clarity across guest touchpoints, enabling developers, operators, and partners to build aligned experiences from day one.
Improved readiness for hospitality, tourism, and retail assets and teams to engage diverse audiences.
CX vision operationalized—bridging masterplan ambition with human-centered execution.
Scalability secured through a flexible yet standardized model adaptable to future NEOM phases.
