Yves Le Guern – MBA-2A – November 2013

The Lobby Presidential Suite

Spa Valmont pour Le Meurice Restaurant Alain Ducasse à l’Hôtel Le Meurice

Le Meurice 5* Hotel - Website

The target guest:

- A rich American businessman

- A journey for leisure with his wife

- Looking for a Parisian Palace in a central location

- Regular guest of Dorchester Collection in U.S.A and U.K.

- He visits the Dorchester Collection website and looks at the twoParisian hotels

- One is closed for renovation (Plaza Athénée)

- He visits the Hôtel Le Meurice’s website

- After three clicks, an automatic window appears « Chat with us »

- With this Chat room, the American customer can obtain all theinformation he may need, can leave his email to get a proposaldirectly from the Reservation Department of the Hôtel Le Meuricefor his future stay

- Then, he can compare the offer with other websites: Booking.com,Prestigia.com, the Hôtel Le Meurice website, …

Customer decsion

- The American Business decides to book directly with the hotel,further to the proposal and the discussion with the ReservationDepartment.

- It gives him a more important negotiation margin, communicatedirecly with the hotel, without intermediaries

Why do I have selected this case?

- I know very well Le Meurice

- Regular guests tend to book their room directly with the hotel andnot on a OTA

- A direct contact with the hotel allows them to customize their stayin the hotel

- No intermediaries = less misunderstanding between the hotel andthe guest