Polkadot JAM Slides - Token2049 - By Dr. Gavin Wood
Customer Journey with Digital IQ in The Luxury Collection group
1. BOULAT Fanny
OIKNINE Claire
BESSEYRE des HORTS Ludmilla
MBA2A
Relationship between a customer
decision journey and Hotel’s Digital IQ
The Luxury Collection
2. How does The Luxury Collection address
complex decision customer journey?
3. Email => Newsletter
Social => Facebook, Flickr
Paid Search => Starwood hotel site on google
Organic search => The Luxury Collection, Starwood hotel link =
first organic link
Direct => Phone calls, email booking, fax
4. The Digital Marketing Activities
Specific application dedicated to the Luxury collection
(reservation, information about hotel, possibility to
select the different technology)
Iphone, Ipod Touch, Tablets
5. Improvement areas
Put attractive videos on the first page
Window with TripAdvisor’s comments
Have a better window for reservation directly on the
first page
6. OTA’s VS Hotels : What should
hotels do?
More attractive offers on the hotel website
Specific application (smartphone & tablets) for the
hotel available only if booked directly with the hotel
Loyalty programs
Attractive visuals of the property (pictures & videos)
7. Sharing process
Prior arrival through social medias e.g Saying on
Facebook or Twitter that you are going to the hotel
During the stay e.g Foursquare, Instagram ( post a
picture of your meal or a particular place of the hotel)
After the stay e.g Sharing pictures and comments
through TripAdvisor or Booking.com or other social
medias
8. Hotels provoke sharing
At the check out incite people to post a comment on
TripAdvisor (on the website of the hotel, at the end of
the column of the comments, guest are able to post a
comment)
Like the Facebook page of the hotel
Videos showing how to use social media to share your
experience
9. Conclusion
Digital IQ can enhance customer satisfaction
Ease the reservation process
Attract more customers
Create the difference with OTAs
Valorization of the brand value & brand image (sharing)
More modern image of the hospitality industry