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Relationship between the customer decision journey & the

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  • 1. RELATIONSHIP BETWEEN THE CUSTOMER DECISION JOURNEY & THE HOTEL’S DIGITAL IQ MBA2B
  • 2. RELATIONSHIP BETWEEN THE CUSTOMER DECISION JOURNEY & THE HOTEL’S DIGITAL IQ • TODAY 63% OF TRAVELERS CHECK ONLINE REVIEWS BEFORE BOOKING, AND 57% USE THEIR MOBILE DEVICE TO CHECK TRAVEL INFORMATION -> CUSTOMERS CHECK DIFFERENT SITES AND USE DIFFERENT DEVICES TO BOOK: TABLETS, SMARTPHONES AND COMPUTERS. • IT MEANS HOTELS MUST NOW DIVERSIFY THEIR DIGITAL MARKETING AND DEVELOP THEIR VISIBILITY -> DEVELOP THEIR E-REPUTATION WITH OFFERING COMPREHESIVE WEBSITES, CREATE APPLICATIONS FOR PHONES AND TABLETS TO ANSWER NEW CUSTOMER NEEDS.
  • 3. 1) HOW DOES YOUR HOTEL COMPANY ADDRESS COMPLEX CUSTOMER DECISION JOURNEYS • THE WESTIN IS NUMBER 2 IN DIGITAL IQ INDEX BEHIND INTERCONTINENTAL. IN 2013 THANKS TO VIDEOS ON YOUTUBE (E.G: ADVERTISING FILMS), INTERACTIVE WEBSITE, STRONG PRESENCE ON SOCIAL MEDIA (FACEBOOK, TWITTER, FOURSQUARE), APPLICATIONS FOR TABLETS AND SMARTPHONES+ CUSTOMER DIRECT REVIEWS ON THE WEBSITE (NO NEED TO GO TO THIRD-PARTY WEBSITES)
  • 4. 2) WHAT KEY DIGITAL MARKETING INITIATIVES MAKE YOUR COMPANY STAND OUT – IMPRESS + ENGAGE? • IN 2012, CREATION OF A NEW SOCIAL MEDIA APPLICATION: « WHAT’S POPULAR RIGHT NOW » • IN AUGUST 2013 THE WESTIN HOTELS LAUNCHED DIGITAL DESTINATION GUIDES (GUIDES TO SITES AND LOCAL FAVORITES WITHIN WESTIN HOTELS REACH). THE WESTIN CHOSES TO PARTNER WITH AFAR TO DEVELOP WESTIN FINDS
  • 5. 3) WHAT AREAS SHOULD YOUR HOTEL COMPANY IMPROVE? • IMPROVE VISIBILITY ON ORGANIC SEARCH AND PAID SEARCH (E.G:PURCHASE MORE KEYWORDS ON GOOGLE) • DEVELOP CUSTOMER EXPERIENCE: CREATE MORE FILMS ABOUT THE WESTIN, DEVELOP THE GLOBAL BRAND IMAGE (CF. W PARTNERSHIP WITH INTEL, WESTIN SHOULD THINK OF A PARTNER TO WORK WITH TO TRY COBRANDING) • DEVELOP APPLICATIONS FOR TABLETS AND MOBILE DEVICES -> NOT JUST CUSTOMER REVIEWS AND CONCIERGE SERVICES BUT M-COMMERCE AS WELL WHICH TODAY ARE STILL UNDERUSED • INCREASE ERGONOMY OF EXISTING APPLICATIONS
  • 6. 4) IF OTAS ARE USING SIMILAR STRATEGIES + TOOLS, HOW SHOULD HOTELS COMPETE DIFFERENTLY? • CREATE CUSTOMER LOYALTY THROUGH MEMBERSHIP CARDS/ MEMBERSHIP CLUBS WITH ADDITIONAL ADVANTAGES NOT AVAILABLE WITH OTAS -> EXTRA DISCOUNTS, FREEBIES (FREE BREAKFAST, FREE WELCOME OR FAREWELL DRINK ETC)
  • 7. 5) WHERE DOES 'SHARING' FIT INTO THE DECISION PROCESS? HOW CAN HOTELS 'PROVOKE' SHARING? • CONSUMERS SHARE THEIR IMPRESSIONS ON A HOTEL AFTER THEIR STAY, THEREFORE ONLY AFTER THE DECISION PROCESS. • HOWEVER IN A WAY, THE CONSUMER IS INFLUENCED BY PREVIOUS FEEDBACKS OF A HOTEL (CF. TRIPADVISOR REVIEWS ; WORD OF MOUTH). SHARING IS PART OF THE ASSIST INTERACTION IN THE DECISION PROCESS. • HOTELS CAN ‘PROVOKE’ SHARING, INVITING GUESTS TO LIKE THEIR FACEBOOK PAGE, AND OFFER FREEBIES TO GUESTS WHO SHARE THEIR EXPERIENCE ON INSTAGRAM AND OTHER SOCIAL MEDIA. • THE WESTIN HAS A « STAY CONNECTED » SECTION ON THEIR PAGE TO QUICKLY RATE AND REVIEW THE HOTEL
  • 8. 6) WHAT WAS YOUR KEY CONCLUSION FROM THIS EXERCISE? • THE WESTIN HAS A GOOD REACTIVITY TO DIGITAL EVOLUTIONS. • HOTELS NEED TO KEEP UP TO DATE WITH DIGITAL MARKETING. • THROUGH THIS EXERCISE WE UNDERSTAND THE IMPORTANCE OF ONLINE MARKETING FOR THE SUCCESS OF THE BRAND.