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Customer Journey with Digital IQ in The Luxury Collection group
Customer Journey with Digital IQ in The Luxury Collection group
Customer Journey with Digital IQ in The Luxury Collection group
Customer Journey with Digital IQ in The Luxury Collection group
Customer Journey with Digital IQ in The Luxury Collection group
Customer Journey with Digital IQ in The Luxury Collection group
Customer Journey with Digital IQ in The Luxury Collection group
Customer Journey with Digital IQ in The Luxury Collection group
Customer Journey with Digital IQ in The Luxury Collection group
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Customer Journey with Digital IQ in The Luxury Collection group

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Transcript

  • 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

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