Professional Thesis MBA 2 International Hospitality & Luxury Brands Management

1. Ida BAILLOT
19/11/2015
MASTER OF BUSINESS ADMINISTRATION
« International Hospitality & Luxury Brands Management »
Professional Thesis
Academic Year 2014 - 2015

2. HOTELS OTAs
40%
E-tourism
A WAVE OF THE DIGITAL INNOVATION

3. ● Independent Hotels in France
○ 83% of the French supply
○ Until 4000 hotels closing in 2015
○ In early days, OTAs were key partners to compete with hotel’s chains
● Luxury code versus digital code
○ Instant services 24h/24h
○ Ultra-personalization
○ Modern image
LUXURY HOTELS IN THE DIGITAL WORLD

4. OBJECTIVES OF THE RESEARCH
● Can independent hotels escape from OTAs domination?
● How to create a fair and sustainable market?
● What are the challenges of the market and the priorities tomorrow?
GOAL: ASSESS RECOMMENDED ACTIONABLE SOLUTIONS

5. METHODOLOGY
Policy-related
approach
Primary Data
Interviews
Questionnaires
Secondary
Data
Literature
review

6. • Laurent Bougras
• Sébastien Dewitte
• Alix Gucciardo
Revenue & Digital Director
E-commerce Manager
Sales & Marketing Director

7. • Cristiano Morelli
• Eddy Mimoun
• William El Kaim
Expert
Digital Transformation
&
Technology Innovation
Sales & Marketing Director
Director of Revenue
Doctor of Computer Science

8. 1 - FOCUS ON THE CUSTOMER
Use Internet
91%
Trust Online Reviews
76%
● Learn from your customer to exceed their expectations
● Empower your e-reputation
● Let the client speak for you on social media
● Adapt your communication to moment & increase additional revenue

9. 2 - BUILD FAIR PARTNERSHIPS WITH OTAs
OTAs users also visit official hotel websites
75%
● “ ” (Martin Soler)
● Work carefully: Inventory, commission, customer email
● Federate: Independent hotels must go in the same direction
● Macron Law: Use the help of a lawyer if OTAs do not respect it

10. 3 - HAVE AN AMAZING WEBSITE
Of Millennials prefer to
book directly
61% Of Leisure travelers go
back to OTAs for the
Best Rate
52%
● Increase you visibility on search engines
● Reward direct bookings and be cheaper on your official website
● Get emotional & prove you are more than an expensive place to sleep
● Adopt the right technology: Booking Engine, Metasearch, Responsiveness

11. CONCLUSION
● New opportunities and competition are emerging
○ Google/Tripadvisor instant booking
○ AccorHotels has opened its platform to independent hotels
● Content is king
○ Your customer is your best ambassador
○ Embed your advertising in the word-of-mouth of travelers
● Traditional hotels versus new generation hotels
○ Providing accomodation is no longer the only function of hotels

12. THANK YOU !