Digital IQ and the Customer decision journeyclaireo521226
The document discusses how The Luxury Collection hotel brand addresses the complex customer decision journey through digital marketing. It notes that the brand uses email newsletters, social media like Facebook and Flickr, and paid search on sites like Google to reach customers. Areas for improvement include adding videos and TripAdvisor comments to the homepage and improving the reservation window. To compete with online travel agencies, the document recommends more attractive website offers, mobile apps, and loyalty programs. It also outlines how hotels can encourage sharing on social media before, during and after stays to further promote the brand.
Digital IQ and the Customer decision journeyclaireo521226
The document discusses how The Luxury Collection hotel brand addresses the complex customer decision journey through digital marketing. It notes that the brand uses email newsletters, social media like Facebook and Flickr, and paid search on sites like Google to reach customers. Areas for improvement include adding videos and TripAdvisor comments to the homepage and improving the reservation window. To compete with online travel agencies, the document recommends more attractive website offers, mobile apps, and loyalty programs. It also outlines how hotels can encourage sharing on social media before, during and after stays to further promote the brand.
The document discusses ways to improve the website of a hotel in Hong Kong to better tell the story and atmosphere of the hotel through more interactive and engaging elements. It provides feedback on different pages of the site and suggestions such as using videos, interactive elements, animations, and consistent branding to immerse users in the experience. The goal is to appeal to all senses and keep users feeling like they are on a journey through the hotel's story across its online platforms.
The document discusses creating a mobile site for Hotel Belami. The target audience is generation Y travelers, especially Americans and business/leisure travelers. The mobile site aims to allow guests to easily view offers, book rooms, access information anywhere and anytime, use geolocation services, pay securely online, and link to the hotel brand and social media. Key elements for the mobile experience are an intuitive design, high-quality photos, booking on every page, useful information prominently displayed, multiple languages, and geolocation services to guide guests to the hotel. The conclusion compares the new mobile site to being more attractive and user-friendly for booking and locating the hotel.
The document summarizes a hotel's use of social media and guest feedback. It finds that the hotel has a strong presence across many major social media platforms like YouTube, TripAdvisor, Twitter, Facebook, Google+, and Instagram. The hotel actively engages guests by posting information, responding to reviews within 3 days, and facilitating interaction between guests and staff. While the hotel utilizes new technologies and social media well overall, the document recommends obtaining more followers on Google+ and Instagram, encouraging more guest sharing, and better tailoring content to individual social media channels.
The document discusses a mobile app for guests, noting that the design is more appealing for mobile and focuses on keeping guests engaged on the site. While the app is described as modern and simple, it is said to not have as chic or polished of a design as the company website. The app aims to improve the mobile experience for guests.
This document discusses the business model of One Fine Stay, a luxury short-term rental service. It offers luxury apartments in 4 destinations as an alternative to hotels, providing services like concierge information through their iPhone app and flexible booking. Customers have more privacy and space than hotel rooms at potentially lower prices for families. The website aims to provide confidence in bookings with its easy-to-use interface and detailed apartment descriptions. This model creates direct competition for boutique hotels by offering a more home-like atmosphere with flexible check-in/out times.
The document discusses ways to improve the website of a hotel in Hong Kong to better tell the story and atmosphere of the hotel through more interactive and engaging elements. It provides feedback on different pages of the site and suggestions such as using videos, interactive elements, animations, and consistent branding to immerse users in the experience. The goal is to appeal to all senses and keep users feeling like they are on a journey through the hotel's story across its online platforms.
The document discusses creating a mobile site for Hotel Belami. The target audience is generation Y travelers, especially Americans and business/leisure travelers. The mobile site aims to allow guests to easily view offers, book rooms, access information anywhere and anytime, use geolocation services, pay securely online, and link to the hotel brand and social media. Key elements for the mobile experience are an intuitive design, high-quality photos, booking on every page, useful information prominently displayed, multiple languages, and geolocation services to guide guests to the hotel. The conclusion compares the new mobile site to being more attractive and user-friendly for booking and locating the hotel.
The document summarizes a hotel's use of social media and guest feedback. It finds that the hotel has a strong presence across many major social media platforms like YouTube, TripAdvisor, Twitter, Facebook, Google+, and Instagram. The hotel actively engages guests by posting information, responding to reviews within 3 days, and facilitating interaction between guests and staff. While the hotel utilizes new technologies and social media well overall, the document recommends obtaining more followers on Google+ and Instagram, encouraging more guest sharing, and better tailoring content to individual social media channels.
The document discusses a mobile app for guests, noting that the design is more appealing for mobile and focuses on keeping guests engaged on the site. While the app is described as modern and simple, it is said to not have as chic or polished of a design as the company website. The app aims to improve the mobile experience for guests.
This document discusses the business model of One Fine Stay, a luxury short-term rental service. It offers luxury apartments in 4 destinations as an alternative to hotels, providing services like concierge information through their iPhone app and flexible booking. Customers have more privacy and space than hotel rooms at potentially lower prices for families. The website aims to provide confidence in bookings with its easy-to-use interface and detailed apartment descriptions. This model creates direct competition for boutique hotels by offering a more home-like atmosphere with flexible check-in/out times.
