HOTEL DIRECT BOOKINGS: COMPARING 2 BOUTIQUE HOTELS IN CHELSEA, LONDON Gabrielle Desroches MBA 2 Full Time
THE SYDNEY HOUSE CHELSEA V.S. THE 54 BOUTIQUE HOTEL
Choosing the hotels: by location and type of hotel Ranks 5th on Google Search Engine Ranks 7th
By Hotel Name: Shortcuts for users to directly go to the categories that interests them
HOW EASY WAS IT TO FIND THE HOTELS?
3RD PARTY WEBSITES: The Sydney House Hotel Sponsored Links:
3RD PARTY WEBSITES: The 54 Hotel Sponsored Links:
OTHER COMPETITING HOTELS Both the Sydney House Hotel and the 54 hotel are ranked along the map on the search result page of Google. The Sydney House is behind Myhotel in Chelsea (which is a boutique hotel chain) and the Chelsea House Hotel. The 54 Hotel is ranked behind the Kensington Rooms Hotel and the Gainsborough Hotel. Although both hotels are not ranked 1st, they still appear on the Google Map which is a plus for them.
THE 54 HOTEL: Ease of Access Side-banner to quickly enter dates of travel. Special Offers square for special prices. Icons to identify the key elements of the hotel more quickly Possibility to change the language with one click Simple and efficient menu bar with the main categories for the users
Description of the main points of the room: short and factual list. No superfluous adjectives. Rooms AND facilities are gathered to gain time and space. Icons are still there to identify and illustrate the hotel’s important points. Booking is still possible on the left hand side of the window: the hotel facilitates bookings by giving the opportunity to book wherever the user is
Easy Access to the Location: There is a tab « location » on the main menu bar. In this part, the user may find a list of all main attractions nearby the hotel (selling point) and also a map to illustrate the hotel’s location. On the left hand side is the booking square again.
Easyaccess to Pricing: Packages are part of the « specialoffers » category, but if the user putshis dates in the normal bookingengine, theyappearwhen applicable. Once the user selects one package, hemaychoose the type of room. Each type isdescribedalongwithitsprice Fromthisscreen, the user has access to more details about the room and more importantly to the terms and conditions
BOOKING ENGINE & TERMS AND CONDITIONS All conditions for booking are clearly described for each package, possibility to cancel a booking when applicable Hotel Booking Engine is EH BOX
THE SYDNEY HOUSE HOTEL: Ease of Access HOME PAGE: 1st bookingpossibility 2ndbookingpossibility Possible to get a quote sent to an email address Quick menu bar with main categories for the user but also the 3rd possibility to book: « specialoffers »
Easy Access to Rooms and Amenities: BookingOpportunity Room Rates General Room description
Easy Access to Location: Stillthe possibility to book Possibility to view a map by clicking on the link No generalmap display when landing on this page, but differentcategories for directions, depending on which location the guestcomesfrom
Pricing: When clicking on the « tariff » category, the website offers the possibility to book or to get a quote => no standard price displayed, contrary to what is shown on the « rooms » page When the user enters his dates and number of guests, he is redirected to a new page with different types of booking: BAR, early bookings, standard Rates etc.
BOOKING ENGINE & TERMS AND CONDITIONS Upon booking, users may find a summary of their preferences and room amenities. No information is given regarding the type of hotel booking engine The terms and conditions are given just before the guest confirms his booking and gives his CC details
The hotel which does a better direct sell effort seems to be the 54 Boutique Hotel. Despite the fact that it could improve its visibility on Google, it still features some important strengths compared to the Sydney House Hotel:
Clear prices constant throughout the website
Packages adapted to different vacation purposes: customer- designed
Clear cancellation policy from the beginning of the booking process
Possibility to book on each page of the website
Special rates for corporate clients and travel agents
Reservations are secured by Trustwave
A plus: possibility to share info about the site on Facebook, Twitter, Myspace