Digital IQ and the Customer decision journey

1. BOULAT Fanny
OIKNINE Claire
BESSEYRE des HORTS Ludmilla
MBA2A
Relationship between a customer
decision journey and Hotel’s Digital IQ
The Luxury Collection

2. How does The Luxury Collection address
complex decision customer journey?

3.  Email => Newsletter
 Social => Facebook, Flickr
 Paid Search => Starwood hotel site on google
 Organic search => The Luxury Collection, Starwood hotel link =
first organic link
 Direct => Phone calls, email booking, fax

4. The Digital Marketing Activities
 Specific application dedicated to the Luxury collection
(reservation, information about hotel, possibility to
select the different technology)
 Iphone, Ipod Touch, Tablets

5. Improvement areas
 Put attractive videos on the first page
 Window with TripAdvisor’s comments
 Have a better window for reservation directly on the
first page

6. OTA’s VS Hotels : What should
hotels do?
 More attractive offers on the hotel website
 Specific application (smartphone & tablets) for the
hotel available only if booked directly with the hotel
 Loyalty programs
 Attractive visuals of the property (pictures & videos)

7. Sharing process
 Prior arrival through social medias e.g Saying on
Facebook or Twitter that you are going to the hotel
 During the stay e.g Foursquare, Instagram ( post a
picture of your meal or a particular place of the hotel)
 After the stay e.g Sharing pictures and comments
through TripAdvisor or Booking.com or other social
medias

8. Hotels provoke sharing
 At the check out incite people to post a comment on
TripAdvisor (on the website of the hotel, at the end of
the column of the comments, guest are able to post a
comment)
 Like the Facebook page of the hotel
 Videos showing how to use social media to share your
experience

9. Conclusion
 Digital IQ can enhance customer satisfaction
 Ease the reservation process
 Attract more customers
 Create the difference with OTAs
 Valorization of the brand value & brand image (sharing)
 More modern image of the hospitality industry