Exercice 3
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The document discusses customer discovery paths for hotels. It provides an example path for a generic hotel of word-of-mouth raising awareness, then reviews and media for consideration, followed by visiting the website to make a purchase. The document then examines the digital touchpoints and social media presence of the Morgans Hotel Group, including links to their sites, blogs, careers page and magazine. It suggests a customer discovery path for this hotel group starting with public relations and online ads for awareness, followed by their blog for consideration and then purchase on the website, with community forums, promotions and social networks aiding retention and advocacy.
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Green final exam
OTA stands for online travel agencies that allow customers to book hotels and flights online through websites like Expedia and Booking.com. Direct bookings are when a customer books directly with a supplier like a hotel or cruise line without an agent. Last moment booking apps allow customers to book same-day hotels through mobile apps that sometimes offer discounts. Roomkey is a booking platform founded by major hotel groups that displays hotel information and reviews but books directly on the hotel website.
Green final exam
This document defines and provides examples of several travel industry terms:
OTA refers to online travel agencies that allow customers to book travel arrangements like flights and hotels online. Examples include Expedia, Hotels.com, and Booking.com. Direct bookings involve purchasing travel directly from suppliers like hotels or cruise lines without an agent. Last moment booking apps allow customers to book same-day hotel stays and potentially get discounts on apps like Hotel Tonight and Expedia. Interactive campaigns engage consumers beyond just social media posts through activities like McDonald's Pick 'n' Play billboards. SEO refers to search engine optimization strategies to increase website visitors by ranking higher in search results through keywords and other tactics.
Présentation1
Social media platforms like Facebook allow hotels to engage potential customers and drive reservations through social commerce (f-commerce). Specifically, Social Booker is a social media reservation platform for hotels on Facebook that helps maximize sales, build brand loyalty, lower distribution costs, improve customer service, and reach more customers through a hotel's friends and contacts. While online travel agencies (OTAs) can increase demand by exposing more people to hotel listings, they can also be bad for hotels by taking a commission from bookings and reducing revenue. Hotels need to focus on cost-effective distribution channels that generate the most bookings while protecting prices.
Definition exercice 1
The document defines several key terms:
1. Location based services use mobile phone location to provide local information and deals to users, like recommendations from Foursquare.
2. Booking aggregator sites simultaneously search multiple airline and hotel websites to compare deals and book within a few clicks, like Kayak.
3. Customer engagement refers to customer interactions with a company through social media likes, comments, shares, and newsletter signups to build the brand, as seen with hotel chain Joie de Vivre.
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This document provides guidance on how hotels can participate in online review sites. It recommends creating a shared email account to respond to reviews and designating staff roles for ongoing monitoring and photo updates. Hotels should encourage but not directly ask for reviews and respond to both positive and negative feedback. The document reviews tools like Yelp, TripAdvisor, and Google Places and provides steps for claiming business pages to more directly engage with customers. It emphasizes the importance of responding to reviews and using personality to provide amazing customer service online.
Final exam
1) Last moment booking apps like Very Last Room allow customers to book hotel rooms for the same day at discounted prices based on real-time availability and demand.
2) Channel management software like Availpro captures customer information from all points of contact and analyzes it to automatically update rates and availability across all distribution channels in real time.
3) Hotels can increase direct bookings through strategies like developing their own mobile booking engines, increasing search visibility, using OTAs for additional reach, and encouraging customer reviews and website visits.
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OTA stands for online travel agencies that allow customers to book hotels and flights online through websites like Expedia and Booking.com. Direct bookings are when a customer books directly with a supplier like a hotel or cruise line without an agent. Last moment booking apps allow customers to book same-day hotels through mobile apps that sometimes offer discounts. Roomkey is a booking platform founded by major hotel groups that displays hotel information and reviews but books directly on the hotel website.
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This document defines and provides examples of several travel industry terms:
OTA refers to online travel agencies that allow customers to book travel arrangements like flights and hotels online. Examples include Expedia, Hotels.com, and Booking.com. Direct bookings involve purchasing travel directly from suppliers like hotels or cruise lines without an agent. Last moment booking apps allow customers to book same-day hotel stays and potentially get discounts on apps like Hotel Tonight and Expedia. Interactive campaigns engage consumers beyond just social media posts through activities like McDonald's Pick 'n' Play billboards. SEO refers to search engine optimization strategies to increase website visitors by ranking higher in search results through keywords and other tactics.
Présentation1
Social media platforms like Facebook allow hotels to engage potential customers and drive reservations through social commerce (f-commerce). Specifically, Social Booker is a social media reservation platform for hotels on Facebook that helps maximize sales, build brand loyalty, lower distribution costs, improve customer service, and reach more customers through a hotel's friends and contacts. While online travel agencies (OTAs) can increase demand by exposing more people to hotel listings, they can also be bad for hotels by taking a commission from bookings and reducing revenue. Hotels need to focus on cost-effective distribution channels that generate the most bookings while protecting prices.
Definition exercice 1
The document defines several key terms:
1. Location based services use mobile phone location to provide local information and deals to users, like recommendations from Foursquare.
2. Booking aggregator sites simultaneously search multiple airline and hotel websites to compare deals and book within a few clicks, like Kayak.
3. Customer engagement refers to customer interactions with a company through social media likes, comments, shares, and newsletter signups to build the brand, as seen with hotel chain Joie de Vivre.
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1) Last moment booking apps like Very Last Room allow customers to book hotel rooms for the same day at discounted prices based on real-time availability and demand.
2) Channel management software like Availpro captures customer information from all points of contact and analyzes it to automatically update rates and availability across all distribution channels in real time.
3) Hotels can increase direct bookings through strategies like developing their own mobile booking engines, increasing search visibility, using OTAs for additional reach, and encouraging customer reviews and website visits.
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Think tank 2013
3D printing is a process that uses additive manufacturing to create three-dimensional objects from digital files. It works by laying down successive layers of material until the entire object is built. Files created in CAD software are sent to 3D printers to be reproduced using this layering technique. 3D printing enables the creation of innovative and customized products and is being used in industries like fashion, art, architecture, music, food, medicine, and hospitality.
Reputation management
This document summarizes a webinar discussing how online guest reviews and reputation impact hotel performance and pricing power. The webinar featured experts from Cornell University and hotel companies who presented research showing a strong correlation between positive guest reviews, higher booking rates, and increased average daily prices. Hotels can now integrate guest review metrics like the Global Review Index into revenue management strategies to optimize pricing, distribution, and revenues compared to competitors. Managing a hotel's online reputation through tools like ReviewPro is essential to react quickly to guest feedback, control the brand's reputation, and maximize financial performance.
Hotel online reputation action plan
The document outlines an action plan to improve the online reputation of Hotel Le Marcel in Paris. The plan involves 1) increasing the hotel's presence on social media sites like YouTube, Facebook, and Twitter, 2) responding promptly to customer reviews on sites like Booking.com and TripAdvisor, and 3) implementing marketing promotions to generate positive word of mouth. It also recommends monitoring user-generated content from sites like ReviewPro and Olery on a weekly basis to track the hotel's reputation and performance over time.
Accor vs nowness
The document compares and contrasts the navigation, targets, and search simplicity of the Accor and Nowness websites. Accor's website is described as simple and clear with everything directly accessible from the main page for customers, stockholders, candidates, and others. In contrast, Nowness's website is confusing to navigate when narrowing down subjects, with mixed articles and no specific public or apparent aim. The document concludes that Accor is easy to navigate and find information, while Nowness takes more time to look around due to its complexity.
Customer discovery path four seasons
Four Seasons has an online strategy focused on maintaining a consistent luxury brand image across platforms and improving the customer experience. They position themselves as offering luxury, diverse accommodations and excellent customer satisfaction. Visuals and collaborator contributions help reinforce their authentic yet elegant brand personality. Engagement occurs through their site, social media linked on their site, a travel magazine, and mobile apps to perfect the travel experience for customers.
Online booking opportunities
There are several methods for booking a hotel room including a hotel's own website, brand portals, online travel agencies, social networks, mobile apps, and reverse auction sites. The main booking methods are a hotel's website, brand portals like Hilton or Marriott that allow booking across their chains, and online travel agencies like Expedia or Booking.com that offer rooms from many different hotels.
Roomkey.com
Roomkey.com is a hotel booking platform founded by six major hotel groups - Choice Hotels, Hilton, Hyatt, IHG, Marriott, and Wyndham - to allow customers to book directly on hotel websites with no extra fees, penalties for changes or cancellations, and ability to earn hotel loyalty points. The website displays each hotel's information including TripAdvisor ratings to facilitate direct booking on each hotel's own site rather than third-party sites.
Powerpoint slideshare
This document appears to be a screenshot from SlideShare that was created by Filippi Cecilia for an MBA 1A course. The screenshot shows presentation slides on a topic related to business administration as there are titles and bullet points visible on the slides. In 3 sentences or less, the document is a screenshot from an online presentation platform that was made by a student named Filippi Cecilia for a Master of Business Administration first year, first semester course.
Slideshare of my screenshots
This document appears to be a screenshot from SlideShare that was created by Filippi Cecilia for an MBA 1A course. The screenshot shows presentation slides on the topic of business strategy and competitive advantage. In 3 slides or less, key frameworks on strategic positioning maps and the resource-based view of the firm are summarized at a high level.
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Exercice 3
- 1. Exercice 3: Customer discovery path Mini case study Cecilia FILIPPI – MBA 2B
- 3. Possible customer discovery path • For a hotel, we can assume the following steps: • Word on mouth (Awareness) Reviews and Media (Consideration) Website (Purchase) Community forum (Retention) Blog and Social networks (Advocacy)
- 4. Digital touch points for customer engagement Morgans hotel group Exploring the group website, we can find out many digital touch points: - Site: You have links and can visit any hotel worldwide belonging to this group from this hotel group website - Social medias: They are ubiquitous on this website: you have links towards various social medias website such as: Facebook, Twitter, Google +, Youtube, Pinterest, Instagram
- 5. - Digital marketing: • Through another of their website called « Daily Inspirations » where you can subscribe or sign up on Tumblr • You have links towards the « Career » website showing you job opportunities or « career stories » in this group • You also have the link on the main page towards the « Back of House » page which is a kind of group magazine with cultural points or hotel events • Finally, you can get special offers from some selected hotels and earn some rewards or points afterwards.
- 6. Likely customer discovery path • Public Relations (Awareness) Online Ads (Awareness) Blog (Consideration) Website (Purchase) Community forum (Retention) Promotions, Blog and Social networks (Advocacy)
- 7. Likely customer discovery path • Public Relations (Awareness) Online Ads (Awareness) Blog (Consideration) Website (Purchase) Community forum (Retention) Promotions, Blog and Social networks (Advocacy)