My Little Conciergeofficial launch Category: Best Marketing Operation

1. Presentation

Personal Concierge

MobileFirst

EasyAnswers

2 minutesRequired

High-end Service

Concept

360°Tool

Movie

Click on the bell to watch MY LITTLE CONCIERGE movie

Clik here to try the tool by yourself

Promise

MY LITTLE CONCIERGE offers parents the easiest way to book their family holidays, through an inspiring & user-friendly tool

Innovation

ONLINE MARKETING

MY LITTLE CONCIERGE by Little Guest © is an innovative personalized tool dedicated to increase the number of bookings generated on behalf of hoteliers who are members of The Little Guest Hotels Collection.

This innovation is part of a desire to compete directly with traditional OTAs. That's why this marketing launch is supported by an uninterrupted digital marketing campaign based on SEA, SEO, content marketing and social networks.

INNOVATION

This hybrid booking system takes the best advantages of the reservation by Internet (instantaneity, autonomy, freedom of the user) and the customized service that the customer could receive in a traditional travel agency or with the concierge of the hotel

(personalized advice, single contact, assistance).

The result: a unique user experience that leads to an immediate relationship of trust with the customer and the creation of a strong emotional connection with the Little Guest brand.

My Little Conciergeofficial launch

Innovation

Forget about impersonal phone standards, slow, intrusive online chat tools, and ever-so-complicated customer servicesto email or phone.

Your personal concierge is a person whose name, voice, face and interests are known to you. A person of confidence who accompanies you in the choice and booking of your hotel.

MARKET RESEARCH

This marketing tool is the result of 3 major findings:

1st observation

A family traveling with kids tends to favour service and infrastructure, rather than destination. Over the past 12 months, 68% of families who booked their vacation via Little Guest did not have a specific destination in mind when they applied for their stay.

My Little Conciergeofficial launch

Innovation

My Little Conciergeofficial launch

2nd observation

A family opting for a hotel in the Little Guest collection spends an average of € 5,300 for a week holiday (excluding flights, b&b basis).It is not uncommon for this budget to exceed 10,000€ or even 20,000€. A large budget, an engaging purchase.

3rd observation

In a society that puts health, well-being and personal development at the heart of everyone's concerns, high-end family travel takes the form of a special moment of happiness, together, away from stress and daily obligations.

This is why it is important to reassure parents about the services offered by the hotel and about the specificities of each establishment.YOUR LITTLE CONCIERGE has visited every hotel and knows every detail.

2. Conception

By Little Guest for little guests

ORIGINS

MY LITTLE CONCIERGE has been launched in June 2018 by The Little Guest Hotels Collection,the very first collection of luxury hotels dedicated to families with kids (born in 2016).

ABOUT

Thanks to Little Guest, parents can book with one click the ideal hotel that combines a high-end approach (design, gastronomy, spa, golf, etc.) and a real program dedicated to children (baby-club, kids- clubs, sports and creative activities, etc.)

QUALITY LABEL

The selected hotels meet very strict standards, facilitating the stay of children from 0 to 12 years, but also of teenagers.Each hotel is scrupulously visited by our teams around the world, before we give it the Little Guest quality label.

By Little Guest for little guest

MISSION & VALUES

The mission of Little Guest is to offer parents the most inspiring selection of kids-friendly hotels,at the best price, bookable in the easiest and most transparent way possible.

Moments shared during family holidays create lifetime memories for both parents and children. In our hectic lives where time flies at 100 miles per hour, Little Guest’s dearest wish is to offer families a parenthesis of complicity and relaxation.

A precious moment, out of time and the constraints of everyday life.

Little Guest attaches particular importance to the personal development of children. That’s why most of the hotels offer spa treatments, yoga classes, nature discovery sessions, as well as sports and creative activities dedicated to them.

People

behind

Sebastien LeidgensMarketing Manager | Partner

Denis ThomasDirector of Sales | Partner

Aude PommierE-Commerce | Vatel Brussels

Rebecca Zay-BontempsTravel Designer | Vatel Paris + EHL Lausanne

Solly GrantTravel Designer | CERIA

Delphine KellerTravel Designer | Vatel Lyon

CONCEPTION & EVOLUTION

OPERATION

Jerome StefanskiFounder & CEO

Structure & follow-up

PILOTAGE

MY LITTLE CONCIERGE has anticipated the main needs of the client and has developed in collaboration with the Spanish company Typeform an interactive tool allowing parents to guide their choice of trip in less 2 minutes.

FOLLOW-UP

After filling an innovative short user-friendly form, two hours later, the travel concierge talks to the client by phone or email (according to the wish of the latter) and offers a proposition that meets 100% of their needs.

The tone used to respond to the customer, the fact of calling the customer by his first name, to know the name of his child(ren)... nothing is left to chance. The challenge is to provide a high-end service, like the Little Guest hotel members, while establishing a certain familiarity, dear to the

world of childhood, family.

Concrete cases

STORIES

Daily requests include baby-club and kids-club activities, airport transfers with baby seats, activities to share with family, connecting room options, baby equipment, children's menus, babysitting service, etc.

But YOUR LITTLE CONCIERGE goes much further.

By way of example, let us cite these 4 particular non-exhaustive requests received during the last 30 days.

Concrete cases

STORY 1

Mr. Xavier Demachy, from Boulogne, father of twins aged 2: "During my stay at the hotel Constance Belle Mare Maurice, I would like to go away while the girls have fun with the babysitter and enjoy buying a made-to-measure mohair suit. Could you advise me of a tailor? Mauritius is renowned for the quality of its textiles."

MY LITTLE CONCIERGEDear Xavier, we know a good tailor, it's Fitwell, at Sottise Road, Grand Bay. The boss is called Vim andhis number is +230 57746010. Vim will be happy to meet your wishes, and we told him about yourrequest. Do not hesitate to contact her from us. We are looking forward to the picture of the pretty dadin his new costume :-)

STORY 2

Mrs Marion Pichard, from Brussels, mother of Julie, 6 months old: “I read on your website that theterraces of the Family Suites are secured in Ikos Olivia (Greece). Could you give me the measurement ofthe space between the bars of the balcony? I want to be sure that my child cannot fall."

MY LITTLE CONCIERGE"Dear Marion, the space between bars is 12 cm, Julie should have no problem, but we recommend ofcourse always to have a eye on her when she plays on the terrace. In addition, we can, if this reassuresyou, install an additional security feature on the bars. We can also offer you a room located on theground floor, so you will enjoy your holidays in serenity."

Concrete cases

STORY 3

Mr. Gianni Razzo, from Paris, father of a 5-year-old girl and a 9-year-old boy."During our stay in Evian Ermitage, as the connected rooms were no longer available, you offered us two rooms located side by side. Nevertheless, my wife is a little worried that the children will be sleeping alone in a room, even located right next to ours. Would you have another type of room to offer us please? "

MY LITTLE CONCIERGE"Dear Gianni, unfortunately the hotel is experiencing a high occupancy rate during this school holidayperiod. I propose to provide you with a revolutionary baby-phone developed by our partner Motorolathat allows you to film the sleep of your children and broadcast it live on your smartphone. We suppliedthis device to the Evian Ermitage six months ago and the customers are very happy with it. If thissolution suits you, I have it reserved for you.”

STORY 4

Mrs. Catherine Labille from Lyon, mother of Sarah, 2 years old"I booked a stay with you at the Mazagan Beach Resort (Kerzner group, Morocco), could you tell me if the shop of the hotel sellsshovels and beach buckets for children because I do not want to be burdened with these toys on the plane”.

MY LITTLE CONCIERGE"Dear Catherine, I am pleased to confirm that the Mazagan shop sells these beach toys, but also inflatable armbands so that yourlittle Sarah can enjoy the beach safely. In addition, if you want to travel light, we can book a stroller available free on loan for theduration of your stay for you."

Partnerships

PARTNERS

Once the trip is booked, the hybrid concierge service pursues its objective of anticipating the needs of the customer and surprising him. Indeed, Little Guest has signed strategic partnerships with high-end brands in the child and travel industry.

Thus, before leaving for the hotel, each child receives personally a TRUNKI suitcase containing BEABA baby bottle, NAIF organic solar products for children, an EVIAN travel atomizer, a MOTOROLA baby monitor labels and stickers in the colors of Little Guest to put on their suitcases, a beach hat,

postcards for coloring, a teddy bear to accompany them on their trip, but also a personalized travel diary.

Each complimentary suitcase is made-to-measure filled, based on the age of the child.

The value of this gift is 150€, a budget that is financed 80% by partner brands. In addition, for each reservation, Little Guest donates 5€ to the LITTLE DREAMS FOUNDATION of singer Phil Collins to help poor kids.

MY LITTLE CONCIERGE is supported by an intensive content marketing campaign in the form of articles and reports written by parent and travel journalists. These articles bring credibility to the eyes of customers but also and especially to search engines like Google, whose logarithm

recognizes Little Guest as the essential expert of family travel and then ranks the site in top position of the search results.

Finally, when the family returns from vacation, the travel concierge invites them to rate their experience on Google and Facebook and rewards them by sending a gift voucher, valid on AMAZON.

Suitcase gift

Little guest ready to travel, Achille

3. Communication

Users

- SEA CAMPAIGNS (Google, Bing)- SOCIAL CAMPAIGNS (FB, Instagram)- SEO CONTENT- SOCIAL INFLUENCERS- LIFESTYLE PR

B-to-C (families)

- EMAILINGS- LINKEDIN, FACEBOOK & INSTAGRAM- CORPORATE PR- WORLDWIDE HOSPITALITY AWARDS

COMMUNICATION STRATEGY

B-to-B (hoteliers)

COMMUNICATION STRATEGY

- TRAVEL INCENTIVES- BONUS (upsales)- TEAM-BUILDING

Intern (employees)

My Little Conciergeofficial launch

4. Metrics

Figures

2018 2019 2020

Avg. Monthly Replies 650 Avg. Monthly Replies 1,450 Avg. Monthly Replies 3,200

Conversion Rate 4% Conversion Rate 4,4% Conversion Rate 5,8%

Monthly Bookings 26 Monthly Bookings 63 Monthly Bookings 185

Avg. Time Spent 02:21 Avg. Time Spent 02:21 Avg. Time Spent 02:21

Completion Rate 34% Completion Rate 41% Completion Rate 50%

Mobile Traffic % 55% Mobile Traffic % 62% Mobile Traffic % 73%

- 32% from Google ADS- 26% from Google SEO- 21% from Social- 18% from Direct- 3% from referal

ACQUISITION

- GOOGLE TAGS MANAGER- GOOGLE SEARCH CONSOLE- GOOGLE ANALYTICS

TOOLS

Key figures

71% of families who have confirmed a first stay through their digital concierge return to plan their next vacation

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Tools like Tags Manager, Google Analytics and Typeform allowed Little Guest to increase the conversion rate by 40%

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2 out of 10 visitors click the concierge button on the website

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A visitor passes 02:21 to fill out the concierge form

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This marketing tool represents a conversion of 4,10%

MY LITTLE CONCIERGE is a new powerful tool to acquire and retain the customer

WWW.LITTLEGUEST.COMMy Little Concierge

would like to thank you for your kind attention