3. Target Customer Of Shangri-La
• This hotel is the heart of Paris, in front of the Eiffel Tower and
built in the renewed Palace of Prince Roland Bonaparte.
• In their website they describe the client’s check-in as a royal
treatment experience, standing out the elegant and
magnificent inside and outside structure.
• This Asian luxury hotel has all rooms with a palace price
category. It’s target clientele is a growing emerging-market
elite, who are willing to pay thousends of euros along their
stay. Customers with high expectations on personalized
treatment, attention to detail and 24h. service, as well as the
best luxury experience, in terms of food and customized stay.
4. Customer Decision Journey for
Hotel Shangri-La Paris
Google
ShangriLa.com
In-Website
Guest
reviews
• Use Google to find Shangri-La’s Hotel Website
• Click on the Shangri-La’s Website which leads you directly to it’s
Paris hotel
• In Shangri-La’s official website there is a Guest Reviews Option
that is directly liked to TripAdvisor. Clients can comment freely.
TripAvisor
• Once reviewd the pst client’s comments, one may start
Purchase reserving rooms through the reservation’s platform.
5. Customer Decision Journey
Where OTA’s would fit in
• In this case, Shangri-La is a very well-recognized and succesful Hotel
Group already known by people used to buy services from these high
standing and luxury companies. They already know the brand to go
directly to the website to purchase.
• If it must be searched by people who does not how, google is the fastest
way. What’s more, taking into account that room nights are of a very high
price, and its clients want privacy and control over these great amounts
of money, I think the most secure and trustworthy way to reserve is
through the reservations hotel platform. This is why I have not placed
OTAs in between the journey.
• If OTAs should be placed, I would dispose them on the first
place, focusing on people who does not know to which hotel they want
to go and want to observe the different options, in which there would
appear Shangri-La. Maybe they would consider the options of booking
through this OTA or search and go directly to the Hotel’s website.
