1. Js & Ys Consulting Group
Jonathan Kim Jared Jacobs Yen-Yu Chen Yunshan Liu

2. Agenda
• Background/ Overview
Introduction of current hotel industry/Target Market/Research Methodology
• Recommendations
Low price/Downtown/Wi-Fi/Self check-in&out/Large Community
• Marketing Campaign
Social Medias/Partnerships/Magazines
• Q & A

3. Introduction
introduce the status quo of hotel market,most of the
high-level hotels’ features(consumers of them,
foncusing aspects , and so on)

4. Problems
1.
How to create market share in the hotel industry
2.
Maximize use of limited space in downtown
locations

5. Target Market
College
Degree
Age
Under 30
Travel
once a year
Age
Over 30

6. Research Methodology
• Quantitative Reseach:
Online Survey
151 Respondents:
Under 30 yrs: 51.3%
Above 30 yrs: 48.7%
• Precetual Mapping / Conjoint Analysis/ Value
Curve

7. Cheap
The Fancy Four
Points and Rooms
Hotel Industry Space
Segments

8. New Brand Positioning
New Brand
Wherewefit

9. How we’re going to do it

10. Save Money, Travel Better
Enable travelers to save money for the things they
want to do
All you need, Nothing you Don’t

11. Recommendations
Price
Product
Promotion

12. Low Price
Overall Feature Importance

13. Low Price
Linearity/Rationality
1.00-0.59=0.41
0.59-0.25=0.34
Difference < 0.1

14. Low Cost

15. Cut Off
When you travel, how often do you stay in a hotel except sleeping time?

16. Cut Off Extra Service

17. Provide Basic ServiceWhat features or amenities do you use at hotels? (Check all that
apply)

18. Low Amenities
• Single Bed
• A Chair
• A Table
• A TV
• A Private Bathroom

19. Recommendations
Price
Product
Promotion

20. High Speed Wi-Fi

21. Amenities Customers UseWhat features or amenities do you use at hotels? (Check all that
apply)

22. “Free” WiFi

23. Recommendations
Price
Product
Promotion

24. Right Location
Downtown

25. Recommendations
Price
Product
Promotion

26. Self Check-in / out
Fast and Convenient
Matches Target Market’s Use of
Technology

27. Self Check-in / out
Fast service with technology meets
expectations
Must-have and a delighter

28. Recommendations
Price
Product
Promotion

29. Large Community Space
Partner with Snap Kitchen

30. Large Community Space
Fulfills must-
haves
Adds delighter

31. TPU Approaching GOAL
Utilitarian 0.25
Walking 0.49
Basic Service 0.24
No Parking 0.25
Star-rating 0
Free Wi-Fi 0.72
$100 1.00
Total 2.95
Total=2.95 > Intercept=0.92

32. Save Money
Travel Better
Social Media / Partnership / Promotion

33. Recommendations
Price
Product
Promotion

34. Social Media
What types of social media do you regularly use? (Check all that apply)

35. Social Media

36. Social Media
Free Tour Planning with
Checking-In on Facebook

37. Recommendations
Price
Product
Promotion

38. Partnership
Which services do you use to book a
hotel? (Check all that apply)

39. Partnership

40. Partnership

41. Recommendations
Price
Product
Promotion

42. Customer Interests

43. Traveling
Being an advocate of the
adventure, “Don’t Spend on Us”

44. Sports
Sponsor of the
college away game

45. Food / Wine
Sponsor large tasting
and food events

46. Save Money Travel Better

47. Q & A

48. Js & Ys Consulting Group
Jonathan Kim Jared Jacobs Yen-Yu Chen Yunshan Liu

49. Appendix

50. Appendix
Perceptual map

51. Appendix
Perceptual map

52. Appendix

53. Appendix
Conjoint analysis

54. Appendix
How many times do you book hotels in a year?
Answer Options Response
Percent
Response
Count
1-2 times a year 35.4% 17
3-5 times a year 43.8% 21
6-10 times a year 8.3% 4
11 or more times a year 12.5% 6
answered question 48
skipped question 15

55. Appendix
When you travel, how much do you usually spend per day on all expenses (include food,
entertainment, lodging, transportation, shopping)?
Answer Options Response
Percent
Response
Count
< $150 29.2% 14
$150-300 43.8% 21
$301-450 18.8% 9
$451-600 6.3% 3
$600 or more 2.1% 1
answered question 48
skipped question 15

56. Appendix
How beneficial are the following features when you booking a hotel? Rank the following
features in order of importance (1=Most beneficial, 5=Least beneficial)
Answer Options 1 2 3 4 5 Rating
Average
Response
Count
Pictures or Videos on hotel's website 3 9 7 16 5 3.28 40
Official hotel report 7 4 4 6 23 3.77 44
Online reviews or reputation 14 6 11 7 3 2.49 41
Recommendations from travel agents
and/or friends and/or family
7 17 7 8 5 2.70 44
Previous stay experience 13 7 13 5 8 2.74 46
answered question 48
skipped question 15

57. Appendix
Which services do you use to book a hotel? (Check all that apply)
Answer Options Response
Percent
Response
Count
Online travel agents (eg Expedia, Orbitz, Hotwire) 77.1% 37
Directly on hotel website 68.8% 33
Travel agents or concierge services 10.4% 5
Daily deals websites (Groupon, Hotel Tonight) 22.9% 11
In person on day of travel 20.8% 10
My company books my hotel for me 20.8% 10
Other (please specify) 6.3% 3
answered question 48
skipped question 15

58. Appendix
When you travel, what is your primary reason for travel?
Answer Options Response
Percent
Response
Count
Business 6.3% 3
Visiting family and/or friends 8.3% 4
Vacation / pleasure 85.4% 41
Other (please specify) 0.0% 0
answered question 48
skipped question 15

59. Appendix
When you travel, how often do you stay in a hotel except sleeping time?
Answer Options Response
Percent
Response
Count
1-2 hours a day 38.3% 18
3-4 hours a day 55.3% 26
5-6 hours a day 6.4% 3
Over 6 hours a days 0.0% 0
Never leave the hotel after I check-in 0.0% 0
Other (please specify) 2
answered question 47
skipped question 16

60. Appendix

61. Appendix
I would be likely to write a review on social media to receive a promotional code from the hotel.
Answer Options 1Very
Strongly
Disagree
2Strongly
Disagree
3Disagree 4Neutral 5Agree 6Strongly
Agree
7Very
Strongly
Agree
Rating
Average
Response
Count
Please Select a Rating 3 1 3 11 14 11 5 4.77 48
answered question 48
skipped question 15

62. Appendix

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69. Appendix