Customer Journey with Digital IQ in The Luxury Collection group

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  • 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