Comparing hotel groups’ digital iq

10
Comparing Hotel groups’ Digital IQ HUMNICKI Alexandra NEHME Akram GODARD Marie MBA2A

Transcript of Comparing hotel groups’ digital iq

Page 1: Comparing hotel groups’ digital iq

Comparing Hotel groups’ Digital IQ

HUMNICKI AlexandraNEHME Akram

GODARD MarieMBA2A

Page 2: Comparing hotel groups’ digital iq

Westin: loyalty points can be consulted through their websit an phone applications, facebook, youtube, twitter

IHG: non interactive website, old fashioned, mobile application limited to booking rooms and checking loyalty points

Four Seasons: sell dream, with interactive photos, cookbook application with IHG chef’s worldwide recipes

Digital IQ Touchpoints

Page 3: Comparing hotel groups’ digital iq
Page 4: Comparing hotel groups’ digital iq
Page 5: Comparing hotel groups’ digital iq
Page 6: Comparing hotel groups’ digital iq

Interactive & modern website: attractive to customers (especially the young)

Promoting new events, conciergerie programs

Innovative Mobile App: Booking, checking loyalty points

« W Music » App: Sharing playlists (common interests), opportunity to engage communities

Best rate program=guarantee

Differentiation: W Hotels

Page 7: Comparing hotel groups’ digital iq
Page 8: Comparing hotel groups’ digital iq

Four Seasons has remained static, without innovating more

Classic website: the group chose to focus on the design and pictures, not on innovation and interactivity

Lack of communication & visibility (on the official website there is not any communication about the mobile App for example)

What makes other hotel groups better than Four Seasons?

Page 9: Comparing hotel groups’ digital iq

Starwood: you can choose the App according to your mobile/Ipad (« Choose your device »)

Any screen, any time

Page 10: Comparing hotel groups’ digital iq

Websites/Apps have become more than booking engines

Multitask: offer multiple uses Customers have the opportunity to choose a

hotel according to many criteria (they get involved, committed)

A mean to gather customers who have the same interests, create communities (music, cooking, travels…): social interactivity

“More than a booking engine - brands as travel experts”