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Customer decision journey hotel intercontinental avenue marceau

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Customer decision journey hotel intercontinental avenue marceau

  1. 1. By Franz Dahmen Lopez
  2. 2. http://www.intercontinental.com/hotels/gb/en/paris/pa rat/hoteldetail?qAdlt=1&qChld=0&qRms=1&qIta=9 9617383&qPSt=0&qSmP=3&qWch=0&qSHp=1&qB rs=6c.hi.ex.rs.ic.cp.in.sb.cw.cv&qSrt=BRAND_SORT &qRpp=25&qRRSrt=rt&qFRA=1&srb_u=1&icdv=996 17383&sicreative=9460169584&si Adress: 64 Avenue Marceau, 200 meters from the Champs Elysées
  3. 3. Type of Customers • Customers looking for a hotel in Paris in the area of the Champs Elysées. • The Champs Elysées attract customers because of fashion and luxury culture. • Customers looking for a 5 stars hotel. • Customers looking for a calm place to stay which is not in a big avenue like the Champs Elysées.
  4. 4. Research of Hotel • Customers go on the internet and type « Hotel Champs Elysées 5 stars ». • There are two ways customers find the hotel: – First is direct booking in the website. It is the first link after the ads. Very visible. – Second is by opening http://www.booking.com in this case it is the 6th place with a 8.0 rate. (OTA)
  5. 5. Making a decision • The customers want a 5 star hotel near to the Champs Elysées but also a calm place to rest. • The hotel offers a restaurant of great quality, a fitness center, free wifi, a business center and golden key Concierge. • Comments of the OTA on the hotel are good. • The hotel exceeds the needs of the customers. • The price is fair.
  6. 6. Make a reservation • Directly or with the OTA http://www.booking.com • Customer can compare and make a decision which is a better option for the booking.
  7. 7. Conclusion • This OTA fit in the journey when, in the research of the hotel, the OTA gives something extra to the value, for example discount price, breakfast included, free minibar, or even dinner in the hotel restaurant. • Customers will chose the OTA if agregate value is added from doing reservation directly on the website. • Intercontinental hotels have a good visibility on the web and customers may chose to direct booking if the OTA does not give agregate value.
  8. 8. REFERENCES http://www.intercontinental.com/hotels/gb/en/paris/parat/hoteldetail?q Adlt=1&qChld=0&qRms=1&qIta=99617383&qPSt=0&qSmP=3&qWch=0& qSHp=1&qBrs=6c.hi.ex.rs.ic.cp.in.sb.cw.cv&qSrt=BRAND_SORT&qRpp=25 &qRRSrt=rt&qFRA=1&srb_u=1&icdv=99617383&sicreative=9460169584 &si

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