A comprehensive strategy planning deck for Homewood Suites (The extended-stay hotels under Hilton). Based on current brand assessment and customer experience prototyping, I recommended 3 core strategies and 6 concepts to enhance the customer experience.
Questions, comments and feedback are all welcome!
Understanding the various stages in the customer journey of a travel booker and how you can tap into it via creative marketing and innovative product ideas
This is a report presented for the completion of the Certificate Course in Aviation Fundamentals in SriLankan Aviation College. This includes:
~ The beginning of the Airline Industry
~ World War I
~ Era of Airmail (1917)
~ Era of Demand and Innovation (1930's)
~ World War II (1945)
~ Jet Age (1950)
~ Growth and Set Backs (1960)
~ Era of Supersonic (1970)
~ Airline Industry in 1980's and 1990's
~ Airline Industry Since 2000
Turning Social Media into a Competitive AdvantageARC Science
Title: “Turning Social Media into a Competitive Advantage”
Author: Alain Portmann, Founding Partner & Head of Strategy, Web Liquid
With the growing opportunities surrounding Social Media, how can brands transform this corner of the digital landscape into a competitive asset? Inside Alain covers a number of concepts including:
* Social Proof: To resolve uncertainty of what to do and buy we look at what others are doing or have done.
* Service Over Solicitation. Promoters and detractors are shaped on the basis of the value you provide.
* Social Media as a Listening Exercise: It is about listening to the conversation and empower people to tell THEIR story. After all, every good conversation starts with good listening!
* Engagement: Degree of engagement is more important than the size of fan/connection/follower base
* And finally, the six components to derive a competitive advantage from Social Media:
1. The Earpiece: Monitor Word Of Mouth
2. The Proposition: Statement Of Purpose & Intent
3. The Rulebook: Governance & Resource
4. The Playbook: Tactics & Plan
5. The Scorecard
6. The Training Plan
In the current economy where every dollar counts, the ability to demonstrate the value of your programs is a business imperative. You don’t need to have an army of people to measure properly (and no Ad Value Equivalents!) – you just need to be armed with a measurement process that works. Award-winning pro Kami Huyse will show us how to design PR and marketing programs from the beginning so they can be accurately measured, and step us through what to track using tools accessible to solos (without the hefty price tags).
This presentation outlines a powerful solution for tapping into social media and exploiting this channel for the benefit of your hotel
As most agree, Social Media allows hotels to establish a relationship with customers unlike any other media. It opens the door for hotels to establish a one-on-one relationship with travelers where hotels are getting regular feedback on how their customers are reacting to their marketing messages, customer service, and hotel stay experience.
Understanding the various stages in the customer journey of a travel booker and how you can tap into it via creative marketing and innovative product ideas
This is a report presented for the completion of the Certificate Course in Aviation Fundamentals in SriLankan Aviation College. This includes:
~ The beginning of the Airline Industry
~ World War I
~ Era of Airmail (1917)
~ Era of Demand and Innovation (1930's)
~ World War II (1945)
~ Jet Age (1950)
~ Growth and Set Backs (1960)
~ Era of Supersonic (1970)
~ Airline Industry in 1980's and 1990's
~ Airline Industry Since 2000
Turning Social Media into a Competitive AdvantageARC Science
Title: “Turning Social Media into a Competitive Advantage”
Author: Alain Portmann, Founding Partner & Head of Strategy, Web Liquid
With the growing opportunities surrounding Social Media, how can brands transform this corner of the digital landscape into a competitive asset? Inside Alain covers a number of concepts including:
* Social Proof: To resolve uncertainty of what to do and buy we look at what others are doing or have done.
* Service Over Solicitation. Promoters and detractors are shaped on the basis of the value you provide.
* Social Media as a Listening Exercise: It is about listening to the conversation and empower people to tell THEIR story. After all, every good conversation starts with good listening!
* Engagement: Degree of engagement is more important than the size of fan/connection/follower base
* And finally, the six components to derive a competitive advantage from Social Media:
1. The Earpiece: Monitor Word Of Mouth
2. The Proposition: Statement Of Purpose & Intent
3. The Rulebook: Governance & Resource
4. The Playbook: Tactics & Plan
5. The Scorecard
6. The Training Plan
In the current economy where every dollar counts, the ability to demonstrate the value of your programs is a business imperative. You don’t need to have an army of people to measure properly (and no Ad Value Equivalents!) – you just need to be armed with a measurement process that works. Award-winning pro Kami Huyse will show us how to design PR and marketing programs from the beginning so they can be accurately measured, and step us through what to track using tools accessible to solos (without the hefty price tags).
This presentation outlines a powerful solution for tapping into social media and exploiting this channel for the benefit of your hotel
As most agree, Social Media allows hotels to establish a relationship with customers unlike any other media. It opens the door for hotels to establish a one-on-one relationship with travelers where hotels are getting regular feedback on how their customers are reacting to their marketing messages, customer service, and hotel stay experience.
Where social media is today. Where it's headed. What is HOLDING brands/biz back. Includes a social media maturity framework for digital strategists.
If you download - please add a comment.
Laurie Dillon-Schalk's keynote for IBM's Retail Fall Showcase on Nov. 2nd, 2011
Integrating Social Media Into Your Contact Center Mary Naylor 061510VIPdesk
Integrating Social Media into Your Customer Contact Center
Mary Naylor, CEO, VIPdesk
Liat Myers, Director of Social Media, VIPdesk
-The importance of integrating social media into overall customer service strategy
-Best practices addressing how social media can be used to supplement current customer communication channels
-The role the customer contact center plays in social media implementation
-Best practices, tools, and tips for incorporating social media into your contact center
Target marketing presentation for Seedspot clients, presented in 2012. Helps startups focus on where to invest their time and energy. Exercises help early stage entrepreneurs think about the marketing strategies and sales strategies. Goal, find the buyer! Nothing happens until something is sold.
If you want to understand the true value of your content, develop a definitive strategy to maximize its value and understand the processes required to deliver back a significant return, you have found the right resource.
Wine Social Media and Mobile App Seminar in Hunter ValleyBruce McGechan
This seminar covered (1) Basic Wine Social Media and (2) Wine Mobile / Tablet Apps.
Wine Social Media
- the principles and practices of Social Media
- Facebook EdgeRank and numerous
- examples of Winery best practice
- the wine industry internet database Wine Directory
- Specialist wine social media monitoring tool called Social Connect
- Facebook Wine Marketing software Social Candy with the Wine Directory plugin
Wine Mobile (and iPad) Apps
- Why use it?
- What is it: Mobile www vs Apps, Native vs Web Apps
- a new Wine App
The Role of PR in Content Development and ActivationLuca Penati
This is the presentation Luca Penati gave at the Content Marketing Strategies Conference in Berkeley, on February 16 2010. The focus is the role of public relations (PR) in content development and activation. Some of the video he shared are not included, but you can get the gist of his presentation.
This the key take-away:
We need to be social storytellers
because every company is a media company
that means that in the next few years we will see marketing departments transforming in publishing operations and while content is king, we shouldn’t forget about the Queen (Activation) and the Court (Community.)
Gen-Z Insights: Is Your Brand Ready To Take On The Next Generation? VIVALDI
With incredibly high expectations for brands, Gen-Z is a generation of competitive “aspirationalists.” We’ve identified 5 key Gen-Z insights that will help your brand unlock growth opportunities, they revolve around the following values: Access Over Ownership, Hyper-Personalization, Anchored In Ethics, Seamless Experiences and Capturing Attention.
How to Develop an Integrated Marketing StrategyRapleaf
A brief overview of the importance of integrated marketing and how to go about it, including its relationship to content marketing and new online advertising capabilities.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
More Related Content
Similar to Elevate the Customer Journey - Hotel Experience
Where social media is today. Where it's headed. What is HOLDING brands/biz back. Includes a social media maturity framework for digital strategists.
If you download - please add a comment.
Laurie Dillon-Schalk's keynote for IBM's Retail Fall Showcase on Nov. 2nd, 2011
Integrating Social Media Into Your Contact Center Mary Naylor 061510VIPdesk
Integrating Social Media into Your Customer Contact Center
Mary Naylor, CEO, VIPdesk
Liat Myers, Director of Social Media, VIPdesk
-The importance of integrating social media into overall customer service strategy
-Best practices addressing how social media can be used to supplement current customer communication channels
-The role the customer contact center plays in social media implementation
-Best practices, tools, and tips for incorporating social media into your contact center
Target marketing presentation for Seedspot clients, presented in 2012. Helps startups focus on where to invest their time and energy. Exercises help early stage entrepreneurs think about the marketing strategies and sales strategies. Goal, find the buyer! Nothing happens until something is sold.
If you want to understand the true value of your content, develop a definitive strategy to maximize its value and understand the processes required to deliver back a significant return, you have found the right resource.
Wine Social Media and Mobile App Seminar in Hunter ValleyBruce McGechan
This seminar covered (1) Basic Wine Social Media and (2) Wine Mobile / Tablet Apps.
Wine Social Media
- the principles and practices of Social Media
- Facebook EdgeRank and numerous
- examples of Winery best practice
- the wine industry internet database Wine Directory
- Specialist wine social media monitoring tool called Social Connect
- Facebook Wine Marketing software Social Candy with the Wine Directory plugin
Wine Mobile (and iPad) Apps
- Why use it?
- What is it: Mobile www vs Apps, Native vs Web Apps
- a new Wine App
The Role of PR in Content Development and ActivationLuca Penati
This is the presentation Luca Penati gave at the Content Marketing Strategies Conference in Berkeley, on February 16 2010. The focus is the role of public relations (PR) in content development and activation. Some of the video he shared are not included, but you can get the gist of his presentation.
This the key take-away:
We need to be social storytellers
because every company is a media company
that means that in the next few years we will see marketing departments transforming in publishing operations and while content is king, we shouldn’t forget about the Queen (Activation) and the Court (Community.)
Gen-Z Insights: Is Your Brand Ready To Take On The Next Generation? VIVALDI
With incredibly high expectations for brands, Gen-Z is a generation of competitive “aspirationalists.” We’ve identified 5 key Gen-Z insights that will help your brand unlock growth opportunities, they revolve around the following values: Access Over Ownership, Hyper-Personalization, Anchored In Ethics, Seamless Experiences and Capturing Attention.
How to Develop an Integrated Marketing StrategyRapleaf
A brief overview of the importance of integrated marketing and how to go about it, including its relationship to content marketing and new online advertising capabilities.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
1. Homewood Suites - Elevate the Customer
Experience through Social Media
Prepared by: Yuki Chow
@sn0wfl8ke
1
2. • Define business goals
• Understand why social is important
• Assess current state
– Competitive analysis
– Conversation analysis
Agenda • Immerse into customer journey
– Identify customer segments
– Illustrate customer motivations and barriers
• Ideate and elevate the journey
– Strategy recommendations
2
3. Brand Objectives
As we strive to stay useful and desirable to our customers in the web 2.0
era, we aim to achieve the following goals:
– Join the conversation and be present
• Encourage guests to provide feedback on their experiences
• Amplifying positive customer word of mouth
– Increase Homewood’s awareness and reach
• Increase visibility of Homewood assets outside of brand.com
• Create valuable content to engage customers
– Establish the baseline for future innovation
• Build a cohesive cross-functional governance model
• Set the stage for service differentiation
3
5. • Define business goals
• Understand why social is important
• Assess current state
– Competitive analysis
– Conversation analysis
• Immerse into customer journey
– Identify customer segments
– Illustrate customer motivations and barriers
• Ideate and elevate the journey
– Strategy recommendations
5
6. Social Media: practices and technologies which allow
people to share opinions, insights, experiences, and
perspectives
In short, Social Media is…
For participants, For businesses,
it is a dialogue, a chance to listen, engage
mainly between peers… and collaborate…
…a conversation in a multitude of forms.
9. • Publish a blog
• Publish your own Web pages
• Upload video you created
• Upload audio/music you created
• Write articles or stories and post them
• Post ratings/reviews of products/services
• Comment on someone else’s blog
• Contribute to online forums
• Contribute to/edit articles in a wiki
• Use RSS feeds
• Add “tags” to Web pages or photos
• “Vote” for Web sites online
• Maintain profile on a social networks
• Visit social networking sites
• Read blogs
• Watch video from other users
• Listen to podcasts
• Read online forums
• Read customer ratings/reviews
None of the above
Consumers are showing
new behaviors online
*source: Forrester
9
10. Awareness Conversion
Research/Considerati
on
Preference Advocacy
Customer journey gets more complex,
more touchpoints emerging
10
11. One way marketing
messages are replaced with
experiences that foster
conversations with brands
and other people
11
12. • Define business goals
• Understand why social is important
• Assess current state
– Competitive analysis
– Conversation analysis
• Immerse into customer journey
– Identify customer segments
– Illustrate customer motivations and barriers
• Ideate and elevate the journey
– Strategy recommendations
12
13. Competitive assessment – overview
• We analyzed key competitors’ presence across social media sites
and over 8000+ mentions within the past 60 days
• While many properties have engaged in social media, no competitor
had a brand-wide presence on any of the sites investigated
13
14. Share of social voice
• Homewood Suites has roughly 11% share of the social voice
• While falling behind Residence Inn, Courtyard by Marriott and Staybridge in
share or social voice, Homewood Suites’ mentions skew more positively
Staybridge Suites Homewood Suites
12% 11%
Candlewood Suites
9%
Summerfield Suites 2%
35%
31% Residence Inn
Courtyard by
Marriott
Source: Radian6
14
15. Conversation analysis
• HWS mentions mostly appear on news sites, local blog sites and Twitter
• Press release and deal-related announcements are prominent
• Most user-generated content revolves around individual properties, not the
brand as a whole
Sample Quotes
“A ‘sweet deal’ for your holiday party or meeting comes your way from
Homewood Suites owners Philippe and Mieke Cras. They are offering a 50
percent discount ...”
“ With more than 240 hotels nationwide, there's probably a Homewood Suites
near you. If not, maybe this is the excuse you need to get away for a day or two!”
“@HotelChatter Skip the 2 hour commute home. Homewood Suites SnowedINN
rate of $49 available tonight. Call 847-945-9300!”
“Hilton hotels recently lead the change in the hospitality industry, unveiling
applications include Doubletree..Homewood Suites and Hampton Inn brands in
the United States.”
“Homewood suites will be giving away 10 free nights every weekend night to
those who have served in Iraq or Afghanistan. Those interested are encouraged
to come by the hotel and register for the free offer…”
Source: socialmention.com; results for mentions of “homewood suites’
15
16. Assessment take-aways
• HWS is missing opportunity on sharing more engaging
and useful content in social spaces
• Brand values favor families over business travelers
• No cross-promotion or integration of social media
channels
• The unique values of extended-stay hotels are
diminishing
• Lack of two-way dialogue; properties
are simply using the platform to
broadcast promotional content
16
17. • Define business goals
• Understand why social is important
• Assess current state
– Competitive analysis
– Conversation analysis
• Immerse into customer journey
– Identify customer segments
– Illustrate customer motivations and barriers
• Ideate and elevate the journey
– Strategy recommendations
17
18. User Experiences are a result of multiple
interactions. One poor interaction can result in a bad
experience and dilute brand equity. We created
customer journey prototypes to illustrate the
triggers and barriers behind each interaction. By
seeing the big picture, we could identify
inefficiencies and opportunities for
innovation to improve the customer experience. A
successful UX strategy aligns every customer
touchpoint with brand values, and achieve a
measurable increase in commercial yield.
18
19. Homewood suites digital touchpoint inventory
Brand sites
Social networking Pages iPhone app Hotel-level
53 Hotel Facebook
Fan Pages
24 Hotel Twitter
accounts
19
20. These are the basic digital
interactions, but what’s next?
Email Display
SEM SEO
newsletter ads
Facebook
Page
Landing Mobile
pages display
Digital
video
Twitter
presence
HWS Mobile
Travel apps
Blogs
Review Become a HWS
sites
advocate
21. ACTIVITIES
What actions do they take? Who do they talk to?
MOTIVATIONS
What motivates them to take actions? What are their expectation?
Customer Experience Map
Awareness Consideration Preference Conversion Advocacy
BARRIERS
What’s the pain point? What prevents them from completing the task?
21
22. Questions to ponder
• What are your customer segments? How their needs
differ from one another?
• What does a customer expect at each point? Do you
meet their expectations?
• Are there needs going unstated that neither you nor
competitors are solving?
• Which touch-points are most and least effective?
• What do you want the customers to feel and do at each
stage?
• Are there hiccups in the flow from one stage to the next?
22
24. Jeremy 29, frequent business traveler
who is relocating to D.C.
Values: Convenience| Flexibility| Adaptability|
Behaviors: Jeremy travels at least twice per
month. He often turns business trips to bleisure
trips. With the economic downturn, he is also
cutting back on expensive itineraries. When he
stays in a hotel for more than a week, he tries to
make it feel like home.
Technology platforms:
24
25. Jeremy 29, frequent business traveler
who is relocating to D.C.
Experience Goals: Jeremy wants to make
sure he can conduct business and feel like
living at home at the same time. Flexible
amenities and convenient access to on-site
facilities need to be provided upfront so he
can make a decision quickly.
Most important hotel amenities for him -
1. Wireless internet access
2. Work desk and ample work space
3. On site restaurant and lounge
4. Continental breakfast
5. On site fitness center
Utilit Experience 6. Reward program
y 7. A phone line with conference call capability
25
26. ACTIVITIES Search online with
keywords Inquire about corporate
Ask company’s HR discounts and budget
and colleagues for Visit road warriors’ blogs and
recommendations extended stay networks
Search well-known Get colleague’s review and
hotel chains online feedback during lunch
MOTIVATIONS
Job relocation
Job relocation
Important client Make an informed decision
Important client
meetings
meetings Narrow down my choices
Training sessions Know enough to not get
Training sessions
Business conference duped by the pretty pictures
Business conference
Awareness Consideration ……
Too much to learn
BARRIERS
Too many ads
Few honest, unbiased
Irrelevant search results
reviews and ratings on
Too many choices on
extended-stay hotels
booking sites
Lack of helpful
No time to do research
recommendations from peers
26
27. ACTIVITIES Look for brand names I
can trust
Call to make a reservation
Book rooms online directly or
Visit hotel websites to
via third-party sites
learn about amenities
Credit card transaction
and compare offerings
Check-in the hotel
Eliminate unqualified
Sign up loyalty program
choices(too far, too $$)
MOTIVATIONS
View different room
Job relocation Book the room quickly
Important comfort
settings andclient Avoid frustration
level via multimedia
meetings Meet all the expectations
Choose the most
Training sessions Customize the room myself
Business conference
convenient hotel Receive stellar customer
nearby my meetings service
Preference Conversion …
BARRIERS
Useful content is hidden
Cumbersome booking
Unhelpful hotel employee
process on the mobile app
Negative user reviews or
Unable to choose amenities
testimonials
Unfriendly hotel staff
Insufficient multimedia content
27
28. D i g i t a l To u c h p o i n t s
For Business
Tr a v e l e r s
28
29. Susan 36, travel savvy mom with 2 kids
planning a trip to San Diego
Values: Safety| Thoughtfulness| Relaxation
Behaviors: Susan plans her family vacation
every year. She places her family needs above her
own although she’d like to get pampered, too. She
interacts with other moms on a regular basis and
trusts their recommendations. She needs to see all
the nitty-gritty before making a decision.
Technology platforms:
29
30. Susan 36, travel savvy mom with 2 kids
planning a trip to San Diego
Experience Goals: Susan wants to make sure
everyone has a good time. Planning this
vacation makes her very anxious because
not only does she want to let the kids have
fun, she also wants to feel confident that
she’s made the right choices.
Most important hotel amenities for her -
1. Kitchenette
2. Kids’ menu and dining options
3. Family pool
4. Kids’ club or babysitter service
5. Concierge service
Utilit Experience 6. Laundry service
y 7. Comfortable beds for everyone
30
31. ACTIVITIES Ask family and friends Read user reviews sites such
for recommendations as tripadvisor, orbitz,etc
Search online for a Research digital mom
good vacation deal communities about vacation
Read travel magazines planning & hotel information
and articles about Post polls/questions on social
accommodations networks for suggestions
Survey other parents offline
MOTIVATIONS
Job relocation
Annual family vacation Make an informed decision
Important client
Holiday trips so the entire family will enjoy
meetings
Special occasions Place kids’ needs as the
Training sessions
Kids attending new priority
Business conference
programs Plan ahead to save $$
Awareness Consideration ……
Too much to learn
BARRIERS
Too many similar ads
Difficulty identifying family-
Unfamiliar with extended-
friendly hotels
stay hotel options
Difficulty finding the nitty-
3rd party site doesn’t
gritty of hotel amenities from
include all features needed
other moms
31
32. ACTIVITIES Visit hotel websites to learn Call to make a reservation
about amenities Book rooms online directly or
Call hotel to ask about via third-party sites
specific needs Credit card transaction
Ask questions directly on Check-in the hotel
hotel’s social channels Sign up loyalty program
Search promo codes
MOTIVATIONS
Make sure the suite is Book the room with ease and
Job relocation
big enough for all
Important client confidence
Satisfy everyone Avoid frustration
meetings
Secure a good deal Meet all the expectations
Training sessions
Trump other moms Have a relaxing stress-free
Business conference
Share findings with vacation experience
family members
…
Preference Conversion
Cumbersome booking
BARRIERS
Negative peer reviews
process on the website
Poor website usability/content
Unfriendly hotel staff
Unhelpful or unresponsive
Promo codes don’t work
hotel employee
Lingo and acronyms too
Lack of virtual introduction
confusing to make a decision
32
33. D i g i t a l To u c h p o i n t s
For Family
Va c a t i o n P l a n n e r s
33
34. Insights from customer journey prototyping
Customers have a difficult time making the optimal choice during the
Consideration & Preference stage. Honest relevant reviews are hidden and
scatted online. HWS has little influence in travelers’ decision making
Return guests are sharing tips & comments in fragmented communities, there is
a larger opportunity to incorporate their voice into brand’s communications
For Business Travelers Only For Family Vacation Planners
There are few messages and interactive Mom communities are the key influencer
elements targeting at this segment networks in the decision making process
Convenience is the dominant factor in
decision making. No available tools and Many return guests are eager to share their
networks currently allow them to access all experience and recommendations
info at once
Customization and adaptability is another area Family needs are their priority, they need all
business travelers expect in hotel services as the visual and verbal confirmation before
they make a temporary living in the suites making the decision
34
35. Brand Advocates: Customers proactively use
their time and their social capital to promote a
Advocacy ? company without any direct incentive
From loyalists to advocates – Loyalists are customers who
consistently choose the same service/product over time. Nonetheless,
advocates are prolific creators and curators of information.
Study found that advocates are 70% more likely to be seen as a source of
reliable information and 50% more likely to influence a purchase decision.
In addition, advocates are 2.5 times more likely to use social media to help
others or expand their circle of friends.
35
36. So, what drives Advocacy ?
HH rewards program may entice customers to consider HWS favorably and
stay loyal to the brand. But many competitors have similar programs, what
can HWS do to stand out? How to convert customers into brand
advocates?
Passion
A brand’s advocacy potential within
a community is directly correlated
to its ability to communicate its
passion/core value.
Advocacy P Conversation
Engagement
36
37. • Define business goals
• Understand why social is important
• Assess current state
– Competitive analysis
– Conversation analysis
• Immerse into customer journey
– Identify customer segments
– Illustrate customer motivations and barriers
• Ideate and elevate the journey
– Strategy recommendations
37
39. Develop strategies in 3 areas
Brand Goals
Service Increase Engage in
differentiation reach dialogue
Engage Strategy
Create valuable content, think like a media company
Develop sharable content to engage prospects on an emotional
level , be genuinely useful
Customize Strategy
Act a filter to help customers pick out what’s relevant
Offer options to let customers customize and personalize their
HWS experience
Collaborate Strategy
Lower the barrier of entry for HWS guests to get involved
Tap into the knowledge, skills and enthusiasm of those who want
to contribute and help others
39
40. Engage Strategy
Create valuable content, think like a media company
Develop sharable content to engage prospects on an emotional level , be genuinely useful
Recommended Tactics
Create content that include text, images and videos
(Tell a story with multiple media formats)
Continuously publish content that is relevant,
informative and entertaining to the targeted
community (Create a content calendar)
Speak in the voice of real people to express a
genuine point of view
Distribute relevant content through multiple social
channels and enable cross-platform sharing
Develop interactive mapping tools to help business
travelers compare commute routes
40
41. 1
“Looks so homey.
It’s an ad, but
features normal
people…”
“The places seem
so nice, and non-
expensive. I will try
this.”
“I hate ads, buti
saw this one, I could
skip it but I didn't
because I liked how
peaceful it was, not
Uploaded by AirBnB on Jan 5. 2011 full with shouting or
Total Views: 1, 346,052 via Youtube stupid music”
Produce brand videos people would share
41
42. 2
Incorporate interactive mapping tools
Embed interactive mapping tools
onsite to help travelers find out
the distance and best methods for
daily commute
42
43. Customize Strategy
Act a filter to help customers pick out what’s relevant
Offer options to let customers customize and personalize their HWS experience
Recommended Tactics
Think like Progressive for the extended-stay
hotel industry (Provide rate comparison from
competitors and filter out irrelevant options for
the travelers)
Create a virtual community such as
myHWS.com which allows extended-stay
guests to individualize their preferences in
advance (The type of pillow, type of furniture
arrangement, type of noise level, type of food
and drinks, etc) so they feel like home
43
44. 3
Be the credible, authentic curator for extended-stay hotels
• Define • Filter • Discover
Ask a few preferential Let users choose their Show comparative
questions with image priorities – results, include rates
choices amenities, location, $$ and user reviews
44
45. 4
Personalize the experience!
Get to know them individually!
Pillow preference Soft foam, Feather, Firm, Memory Pillow
Electronic preference
Workout needs
iPod charger, AC adopter, power converter
Yoga mat, 5lb weights, workout bands
Social Network connection
……. …….
45
46. Collaborate Strategy
Lower the barrier of entry for HWS guests to get involved
Tap into the knowledge, skills and enthusiasm of those HWS guests who want to contribute
and help others
Recommended Tactics
Enable empathetic, enthusiastic hotel
guests to participate on HWS owned blogs.
(Encourage them to share their travel tips,
research findings, hotel experiences and
more)
Host and moderate a forum - ask customers
to help each other and help solve the most
bold and vexing business challenges
46
47. 5
• Enable HWS guests to create an account and express their
voice on the new blog sites
• Post monthly question/topic and invite participation
• Encourage those customer bloggers to share their articles and
testimonials, reward them with loyalty points and recognition
47
48. 6
• The future is about co-creation & collaborative consumption.
Tap into crowd-sourced knowledge now; inspire HWS
customers to contribute!
• Set a stage of innovation by hosting a discussion forum and or a
targeted online community to collect new ideas and concepts
48
50. High-level roadmap
Benchmark
Define KPIs against brand objectives
Establish measurement framework
Baseline current performance
Strategy Prioritization
Evaluate recommended strategies based on cost-effective
ratio & ROI
Communicate project ideas to hotel owners and make
strategic decisions
Envision -> Execution
Create visual storyboard/mock-ups to illustrate program details
Leverage capabilities across domains for implementation
50