Relationship between a customer decision journey and

Hotel’s Digital IQ

BOULAT Fanny

OIKNINE Claire

BESSEYRE des HORTS Ludmilla

MBA2A

The Luxury Collection

How does The Luxury Collection address complex decision customer journey?

Email => Newsletter

Social => Facebook, Flickr

Paid Search => Starwood hotel site on google

Organic search => The Luxury Collection, Starwood hotel link = first organic link

Direct => Phone calls, email booking, fax

The Digital Marketing Activities

Specific application dedicated to the Luxury collection (reservation, information about hotel, possibility to select the different technology)

Iphone, Ipod Touch, Tablets

Improvement areas

Put attractive videos on the first page

Window with TripAdvisor’s comments

Have a better window for reservation directly on the first page

OTA’s VS Hotels : What should hotels do?

More attractive offers on the hotel website

Specific application (smartphone & tablets) for the hotel available only if booked directly with the hotel

Loyalty programs

Attractive visuals of the property (pictures & videos)

Sharing process

Prior arrival through social medias e.g Saying on Facebook or Twitter that you are going to the hotel

During the stay e.g Foursquare, Instagram ( post a picture of your meal or a particular place of the hotel)

After the stay e.g Sharing pictures and comments through TripAdvisor or Booking.com or other social medias

Hotels provoke sharing

At the check out incite people to post a comment on TripAdvisor (on the website of the hotel, at the end of the column of the comments, guest are able to post a comment)

Like the Facebook page of the hotel

Videos showing how to use social media to share your experience

Conclusion

Digital IQ can enhance customer satisfaction

Ease the reservation process

Attract more customers

Create the difference with OTAs

Valorization of the brand value & brand image (sharing)

More modern image of the hospitality industry