Scanyours Hotel Conf Final

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Milan Verstegn from ScanYours.com discusses the importance of considering personality when designing your hotel website at Hotel Website Marketing Conference www.hotelwebsitemarketing.com

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Scanyours Hotel Conf Final

  1. 1. Scanyours.com © 2000-2010 Scanyours.com © 2000-2010 Milan Verstegen Datum : March 25, 2010 Hotel Website Marketing Conference “ Role of Website Personality and Gender on Website Effectiveness”
  2. 2. Who am I :) Scanyours.com © 2000-2010
  3. 3. De ScanYours Tag-cloud Scanyours.com © 2000-2010 Internet consultancy Market Research Strong connection with VU University 30 ScanYoursers Increase online sales Improve online processes With Fun and Result driven Innovation Online marketing Webdevelopment Customers in different industries
  4. 4. Topics <ul><li>Online consumer behavior </li></ul><ul><li>Building blocks of website effectiveness </li></ul><ul><li>Website Personality = Stylability </li></ul><ul><li>Role of Gender </li></ul>Scanyours.com © 2000-2010
  5. 5. Personality Quiz I Scanyours.com © 2000-2010 “ Who is making the actual decision to book a room online?” 1 2
  6. 6. Personality Quiz II Scanyours.com © 2000-2010 “ What is important in making the final booking decision?” 1. Welcoming atmosphere 2. Elegant 3. Trustworthy 4. Depth of selection / information 5. Ease of use
  7. 7. Online Consumer Behavior Scanyours.com © 2000-2010 Need Search info Alternatives Decision Consuming After sales SUPPORT ALL STAGES HOW? WHY?
  8. 8. Multi-channel Scanyours.com © 2000-2010 MULTI-CHANNEL GUEST EXPERIENCE
  9. 9. WHY? Scanyours.com © 2000-2010
  10. 10. HOW: Five building blocks Scanyours.com © 2000-2010 Stylable Functional Usable Available Accessible Source: Dr. Tibert Verhagen, VU University, ScanYours
  11. 11. Accessible Scanyours.com © 2000-2010 Stylable Functional Usable Available Accessible “ Over 80% of initial site visitors uses a search engine as starting point”
  12. 12. Available Scanyours.com © 2000-2010 Stylable Functional Usable Available Accessible
  13. 13. Usable Scanyours.com © 2000-2010 Stylable Functional Usable Available Accessible “ Attention to usability approximately doubles desired business metrics”
  14. 14. Functional Scanyours.com © 2000-2010 Stylable Functional Usable Available Accessible “ Functionality offers a way to accomplish strategic value and unique positioning” Source: Dr. Tibert Verhagen, VU University, ScanYours
  15. 15. Stylable Scanyours.com © 2000-2010 Stylable Functional Usable Available Accessible “ Mental representation of a website on dimensions that are similar to and reflect the dimensions of human personality” “ It’s about Impressions and Experiences”
  16. 16. Perceived Guest Experience Scanyours.com © 2000-2010 <ul><li>So differs on: </li></ul><ul><li>Personality </li></ul><ul><li>Cultural background </li></ul><ul><li>Internet Experience </li></ul><ul><li>GENDER </li></ul><ul><li>Many more </li></ul>
  17. 17. Stylable Scanyours.com © 2000-2010 Stylable Functional Usable Available Accessible Website Personality Online Atmosphere Multi-channel Experience Website Design Trust and Risk Emotions Branding Online Store Image
  18. 18. Website Personality: 3 factors <ul><li>Sophistication : elegant, high class, upscale </li></ul><ul><li>Authencity : reliability, thrustworthy </li></ul><ul><li>Pleasantness : easy to use </li></ul>Scanyours.com © 2000-2010
  19. 19. Sophistication Scanyours.com © 2000-2010
  20. 20. Authencity Scanyours.com © 2000-2010
  21. 21. Pleasantness Scanyours.com © 2000-2010
  22. 22. Results Online Survey Scanyours.com © 2000-2010
  23. 23. Relation between building blocks Scanyours.com © 2000-2010 Functional Usable Available Accessible Stylable Basic attribute/dissatisfier Performance attribute Exciting attribute Objective Subjective
  24. 24. Relative importance of building blocks Scanyours.com © 2000-2010 Importance
  25. 25. YES!!!!!!! Scanyours.com © 2000-2010 Stylable Functional Usable Available Accessible
  26. 26. NO!!!!!!! Scanyours.com © 2000-2010 Stylable Functional Usable Available Accessible
  27. 27. Role of Gender on Web Effectiveness Scanyours.com © 2000-2010
  28. 28. Gender differences Scanyours.com © 2000-2010
  29. 29. Women and the economy Scanyours.com © 2000-2010
  30. 30. Business potential of women! Scanyours.com © 2000-2010 <ul><li>Women account for 85% of all consumer purchases </li></ul><ul><li>By income, women represent a growth market twice as big as China and India combined </li></ul><ul><li>84% of women feel misunderstood by marketers </li></ul><ul><li>Women are seen as “ Business opportunity # 1 ” </li></ul>
  31. 31. Business opportunity! Scanyours.com © 2000-2010
  32. 32. Women-friendly websites Scanyours.com © 2000-2010 <ul><li>How to design women-friendly websites? </li></ul><ul><li>1. Entertainment and Sensory Experience </li></ul><ul><ul><li>2. High Information Standards and Simple Navigation </li></ul></ul><ul><li>3. Women are real “word-of-mouth marketers” </li></ul>
  33. 33. Sensory Experience Scanyours.com © 2000-2010
  34. 34. Can be improved! Scanyours.com © 2000-2010
  35. 35. Simple Navigation Scanyours.com © 2000-2010
  36. 36. Can be improved Scanyours.com © 2000-2010
  37. 37. Word-of-Mouth Scanyours.com © 2000-2010
  38. 38. eHospitality Scan Scanyours.com © 2000-2010 Stylable Functional Usable Available Accessible
  39. 39. Let’s keep in contact…? <ul><li>T : twitter.com/scanyours_ehosp </li></ul><ul><li>L : www.linkedin.com/in/ScanyoursVerstegen </li></ul><ul><li>T : 06 411 60 668 </li></ul><ul><li>E : [email_address] </li></ul><ul><li>W : www.scanyours.com </li></ul>Scanyours.com © 2000-2010

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