The consumer of 2012 is more fickle than a decade ago and their needs have changed due to economic pressures. Hotels face increasing competition and pressure to keep occupancy rates high while consumers have less money to spend per night. As a result, hotels must utilize digital booking options like mobile apps and websites to attract cost-conscious consumers and maximize bookings, while independent hotels have embraced more affordable methods like mobile apps and social media over expensive OTA options.

1. By: Alexandra Humnicki MBA 2A

2.  The consumer of 2012, has evolved from
what he was 10 years ago.
 The consumer of today is what is called a
‘zapping’ consumer – changing regularly
 The needs, wants and desires of the
consumer have changed, pushed the
effects of the crisis.
 The needs, wants and desires, have
decreased proportionally with the
decrease of income

3.  Increasing competition between hotels –
many new, innovative hotels on the market
 The on going fight for a high occupancy
rate
 The consumer having less money to spend/
night
 The implementation of new digital
technology in some hotels, obliges other
hotels to keep up with the race for
technology

4. Consumer: pay as little as possible for the
highest possible value
Hotels: Maximizing occupancy rate and
maximizing the return guest

5.  Booking.com- for advance purchase
 Expedia-for advance purchase
 Direct hotel websites- for the best
available rate
 Phone applications
 Travel Agency – on line and not

6. Direct Marriott Paris Website- Best Available Rates &
Packages

7. Discount for Advance Purchase and Best Available Rate
for Hotel Concorde Montparnasse

8. On- line Travel Agency- Promovacances.fr

9.  SniqueAway- from 2012, sells only 4 *& 5*
hotel rooms within a requires constant
monitoring of their website
 Priceline- you bid the rate you wish for a
certain room, based on previously chosen
criterias. Does not guarantee the cheapest
rate, unless no one else bids.
 The last room- I-phone app for last minute
deals, with a decreasing price
 Quickbook- only for boutique hotels, and
only available in the US

10. SNIQUEAway

11. Priceline.com
Step 1: Choose the area
Step 2: Choose the star
level
Step 3: Give your own
price

12. Quickbook.com – from
Boutique Hotel Experts

13. Independent hotels include boutique hotels and other
hotels wanting to be different and not looked upon as
mass selling of rooms:
The Best Methods
 Mobile App –Consumer being always on the move, this
provides a fast and simple way to find hotels and from the
hotel point of view, does not cost too much to advertise with.
 Reverse auction sites – when last minute rooms are hoped to
still be sold, without spending too much money from the hotel
side
 Facebook fan- a good alternative to digital marketing (e.g like
GoBoard) for an independent hotel with less money than a
chain
 OTA’s – it can be too expensive for
independent hotels, and it rises the price
The Least Favorable
for the consumer
 Hotel Site- an independent hotel may not
be so easy to find using search engines as
known chain hotels.