Customer Decision Jouney, St Regis Hotels Digital IQ

Mathieu Chanoux, Valentin Lucet, Yves Le Guern – MBA-2A

How does St Regis Hotels address complex

Customer Decision Journey?

Presence in most social medias:

Facebook: 160,000 fans

Instagram: 3,000 followers

Twitter: 1,270 follower

They propose mobile marketing , digital media

How does St Regis Hotels address complex

Customer Decision Journey?

St Regis website created especially for smartphone, easy to make a

booking

Starwood app, offering the possibility to make a booking in a St

Regis hotel

Hyperdisk : provides significant search engine marketing exposure

and hybrid marketing tools to deliver the maximum number of

« view-throughs » that drive bookings

The St Regis’ social media, website and mobile presence position

the brand as tech-savyy, but maintain the classi St Regis charm that

has made it famous to other affluent consumers

The Key digital Marketing initiatives

Communication with guests on social networks:

St Regis Hotels do not tend to answer systematically to guests

comments and feedbacks (i.e. on Tripadvisor)

What areas should St Regis Hotels improve?

Presence and interaction with guests thanks to social networks

Combining St Regis heritage and new technologies through digital

marketing

Access all over the world with the website and smartphone app

Intuitive and easy to access

Lack of follow up with guests comments

Sharing photos to higlight the St Regis Hotels atmosphere and

philosophy (familly, luxury, intimacy)

Key Conclusion