Fairmont Hotels Group Study Custumer Journey Decision

1. Abdoulaye Safiyatou
Khemasiri Sirinapa
Sivavetpikul Pornsinee
#mba2b IEMI-CMH

2. Fairmont & Complex Customer Decision Journey
Different Online Channels to reach the target: The hotel addresses complex customer
decision by offerring various online channels to make the brand accessible to the target such as
twitter, facebook, instagram, youtube, etc.
Key word for search engines: Luxury hotel : When search the word ‘Luxury Hotel’ on Google,
Fairmont hotels & resorts appears as the second one on Ads bar. This is to show that the brand
is aware of key words that relate to demand of customers.
Tech-savvy: Moreover, the brand also provide its smartphone application which has all-in-one
concierge service. This is another trendy way to respond to tech-savvy customers by giving the
full convenience.

3. Key digital marketing
initiatives
Fairmont has officially unveiled the first phase in a
multi-stage digital platform redesign that will
influence and enhance all of the brand’s online
environments. The customers can share thier story
and experience in the hotel on this site
http://www.everyonesanoriginal.com/.
Plus Fairmont hotel and resort launched the contest on
Faceook. Andrea Johnson, Executive director said
“their goal is to provide a valuable sweepstakes offer
to drive interest. They also want to provide
something unique for fans to explore on Facebook
(the quiz portion of the contest), while also learning a
bit more about their customers and social media fans
in the process.”. The contest is easy to enter and
features a number of luxury prizes. Enrollment has
been high and they’ve received excellent feedback
from their fan base.

4. Areas to be improved
Be more interactive:
Use Branch to have a real
conversation with customers and
get feedback to know what to
improve
Improve their ranking on Instagram
Ask followers for advice on new
ideas
Encourage customers to pin their
own pictues of their stays at
Fairmont hotels

5. Competition with OTAs
As the OTAs become the main
competitor in the market, hotels can
accomplish their goal by using brand
loyalty.
Technology elements are tools to
attract customers in this period of
time. The more convenience we can
offer, the more likely customers will
choose us.
Hotels can also make a partnership
with each other in order to create
interesting projects to attract
customers such as sales promotions.

6. Where does 'sharing' fit into
the decision process?
Sharing photos on the social media will
help the traveler make thier decision to
book the hotel because it will allow
customers to discovery the other’s
experiences. Moreover, it is easier to
them to make thier decision to book a
room.
After visit their site “everyone’s an original,
the customers not only share the hotel
photo but also share their moment and
the hotel’s services.
The travelers can follow Fairmont hotel &
resort at instagram, twitter, facebook and
youtube.

7. How to provoke sharing
- Upload more pics on pinterest and also the customers
put their own photo experiences to share
- Making the customers feel engaged and involved in a
more personal way
- Consistent updates on social media network
- Host events to create buzz
- Initiate some attractive activities to call for participation
such as sweepstake.

8. CONCLUSION
More and more consumers involve
commercial activities online so
managements should be aware of
the impact and create online
approach to reach customers. Being
available online allows brands to be
visible to larger market.
Technology is the key driver of
competition in engaging potential
customers in hospitality industry.
Digital marketing strategies are to be
acknowledged for more sophisticated
approach in the dynamic market.