2nd portion of the Final Exam

1. What is meant by social sharing sites, link to 2 examples.

Social sharing sites are sites where users can share information (Pictures, videos, written content on personal information...).
It does empowers consumers to organize content themselves.
examples : myspace.com and youtube.com

2. How does social sharing influence consumers choices, link to 1 article to support your assessment.

Consumers are being more and more picky about their buying decision. They will listen to their friend's opinions, look at a hotel brochure, but he/she will not stop there. Like all of us now, we want to have direct feedback from previous customers who experienced or bought a certain product or service before making a purchasing decision.
An example of a customer review site :
- http://hotels.about.com/
- www.tripadvisor.com

3. How hoteliers can best utilize social trends to communicate with customers. Link to 2 examples.

For example, you have Bill Marriott, as we talked about it in class. It's definitly a good point there! The blog created gives accessibility (CEO & Chairman of Marriott International) and interactivity with people. More hoteliers should do that in order to really follow, with interactivity, the concerns and dialogue of their guests or future guests.

4. what is your opinion...can hotels effectively establish an online conversation with customers? Yes, why...no, why not?

Of course they can, and they certainly should establish an online conversation with customers. Customer's mind has changed and I believe it's essential to keep up with new technologies, new ways of marketing and of course new communication ways. A MUST!

Linh & Eléonore project

We decided to choose the Kube Hotel in Paris, France.

3 resellers

www.avantgardehotels.com
-Who is the target customer group for the reseller site
Business people, Artists (VIP’s),
Word of mouth
Passage

-What is the ‘reach’ of the site, how do you know
Just by choosing the destination, Kube hotel is first on the list.

-What is the hotel ‘image’ projected by the site, what types of hotels are listed
Very trendy and design hotel, demonstrated by pictures, very detailed services and facilities. Same concept of design hotel, such as the Murano…but yet, we were also able to find the Lancaster. Trend-setting & concept hotel
Style, personality, and innovation. Avantgarde Hotels also present the coolest and most exciting designs, combining colors and shapes that appeal to customers with style and originality.

-Distribution – what types of marketing programs are offered to participating hotels
They have the same design concept between the reseller site and www.avangardehotels.com and the hotels proposed on the list, which mean that, this particular clientele will be able to find and satisfy their needs.
There is not many marketing programs
Exclusive, selective trendy hotels
No promotions

Affiliate program
-Distribution – are affiliate programs offered, if yes – what are the affiliate benefits
-No affiliate program offered.

-Distribution – are affiliate programs offered, if yes – what are the affiliate benefits
Affiliate Programs:
http://www.avantgardehotels.com/
Benefit: the customers can book and then compare with other hotels.


http://www.france-hotel-guide.com/
-Who is the target customer group for the reseller site
Just in France, and most hotels proposed are in Paris.
All stars, from no stars to 5 star luxury.

What is the ‘reach’ of the site, how do you know
We researched on google by typing “france hotels” and could not find the website right away. It only came up on the third page.

-What is the hotel ‘image’ projected by the site, what types of hotels are listed
Hotel not appearing on the website.
Not the same type of clientele as we are more into design/concept hotels.

-Distribution – what types of marketing programs are offered to participating hotels
Simply by filling out a form provided on the website, hoteliers will be to appear on the site.

-Distribution – are affiliate programs offered, if yes – what are the affiliate benefits
There are no affiliate program.



GTAhotels.com
-Who is the target customer group for the reseller site
We believe the site to be oriented to people who are looking for a good value…and are ready to spend some time searching for best deal. Mostly families, yet singles…

-What is the ‘reach’ of the site, how do you know
They have been a leading company since a long time. Well-reputed on the market.
Customers know about them, easy reach. Worldwide reseller site.

-What is the hotel ‘image’ projected by the site, what types of hotels are listed
Kube hotel is not showing up on the website. Totally different target market customers.
Discount hotels, low rates…

-Distribution – what types of marketing programs are offered to participating hotels
Toll free number, always a good thing!
Instant confirmation
Booking different activities (tours, day trip, transfers…)
Flexible reservation system
Rebate program

-Distribution – are affiliate programs offered, if yes – what are the affiliate benefits
Affiliate program offered by filling an enquiry/form.
The benefits:
detailed hotel information
wide selection/wide appeal
last minute bookings
instant online reservation/confirmation/charging


Conclusion
-Which reseller would you select for you hotel

We would select avantgardehotels.com because it does reflect the whole concept of the hotel, very well represented. It shows how appealing, unique and what a stylish experience it could be!

Starwood Hotels Gives Insider Access to Exclusive Events with New Auction Website

In my opinion, starwood scored big on that one! As said in the article, they are getting emotional with their guests by providing them with events they will remember. Why spending your points earned on another free night when you can get tickets to the Super bowl !!

Moments is an exclusive online auction where members of Starwood Preferred Guest can use Starpoints to bid on extraordinary events and once-in-a-lifetime experiences.
So, it does go beyond just offering tickets to a concert, a sporting event..Starwood want to create an emotional connection with their members by providing them with rich experiences that go beyond the world of upgrades and free flights, that we are getting so used to. Moments is designed to play with people’s passions with amazing events that are available only to members.

A Justin Timberlake private sound-check session and VIP concert tickets started with a minimum bid of 20,000 Starpoints and was auctioned for more than 120,000 which is the equivalent of a 12 night stay at Le Méridien Cancun.

Comments on Olga's opinion.

Is Your Mechanic also your Interior Decorator? The Art of Search Engine Optimization | By Patricia Brusha

I do agree with Olga opinion. I also think that a website is like an interactive vitrine for the hotel. And if it is well-done and easy to find on the internet, then it does really gives you great exposure and fiability.
Last class, we've been talking about SEO and online marketing and the importance of being online and being THE FIRST on a first page in a search engine. That really shows the importance of having the right team of people working as SEO experts!

Marriott Makes Sweeping Move To Eliminate Trans Fats from Food At Over 2,300 Hotels in North America


This article was also commented by Aldona and Alexandre.
I do agree with Alexandre's opinion when said " I believe the idea of serving best quality food and the concern with the clients health is excellent. We have gotten to a point where hotels feel the need to adapt to these new trends."
I believe we came to a point where more and more people are concerned with their health, so hoteliers need to adapt the quality of food in order to satisfy its guests desires of wellbeing. Also, as Aldona mentionned it's now the time to take responsibilities and actions, and I think it's great that Marriott took that initiative.

World's Sexiest Penthouses From Hospitalitynet.org

This article taken from CondeNast Traveler on the concierge.com website is presenting the top 11 Penthouses around the world.
I found this article pretty funny but still it is showing that luxury can be and have no limits! Rates are down as 648$ per night in Milan up to 11,215$ in Hong Kong.

From 2,000-square-foot terrace in Miami at the Raleigh Hotel to a tub with champagne bubbles in Vegas(of course...) to the presidential suite at the Intercontinental in Hong Kong with its five bedroom duplex, even the toilet room has a view!

I believe that people who have that kind of money to spend on one night are expecting more and more luxurious things and always new, original concepts to tell and compare with their friends!
I was surprised not to see Paris coming up in that list...

The Financial Impact of Hotel Spas



The article is demonstrating the popularity of spas in hotels and resorts.
To have a spa in a hotel is like a requirement now, like having a restaurant or a fitness area.
I think that having a spa is a great financial asset for the hotel revenue as well as a marketing asset. As said in the article, an effective planned spa can improve a property's RevPAR.
I believe if the spas area is well planned and if you know there's a need for that service, it will definetly add to the hotel value.
It's also a trend, people are now a lot more concerned about their well-being (physical-mental) so, for example a massage is something that people are looking to do on a trip (business as well as leisure).
Adding a facility in a hotel like a spa can have a positive impact on the overall performance, like higher room rates, occupancy.

Hilton launches online room selection by floorplan
December 20, 2006

Very interesting article.
I think that this a great idea, concept, because it's true that upon the check-in process, you never know what you will be getting unless (but not always) you are a loyal member of the hotel and the staff knows you what your needs, desires are.

When I travel and stay in hotels I like to be able to have control and choices like most people, you pay a certain price so you are looking the quality, the space, the tranquility...

I remember working as a front desk agent, I sometimes overhead discussions or even during morning briefings on how this guest is a "pain" and so therefore they will attribute him/her a smaller, less nicer room.
Sometimes guests check-in late, they are tired, they don't want to smile but you, you still do, it's your job, it is not a reason to allocate to someone a bad room. When occupency was not too high, on low season or whatever, I rather give a good room so I have an happy guest, that will probably wants to come back.

However now, with what Hilton is doing for his VIP's (loyal) guests, they defenitely have more choices, options to consider.

Westin, MSN Offer “5-Minute Vacations”

This article talks about the program called Westin Sights & Sounds that was created by MSN.

I believe this has a very good impact for Westin because consumers who visit MSN's network will see those ads and will take a look at them.
"The idea is to provide an experience that consumers will link to the brand" says Sue Brush, svp-Westin Hotels. As she is saying in the article, maybe people will remember the ads and say "next time I travel, I'll consider Westin".

Westin is trying to convey a feeling rather than talk about rooms and rates, I think that this is a good path to go with. Personnally, when I clicked on the link to get to Westin Sights & Sounds, I found it different, peaceful (white tea, westin's signature scent), interesting, and I got a sense of travel (images, local music, maps, online tours, stores locator...)

Now, let's see if the online "campaign" will help Westin Hotels to get higher online bookings because as Cameron Death is saying in the article : "Consumers stick around six to eight minutes, which makes those consumers 95% more likely to purchase such services".

I'm curious to know...

Forbes Traveler releases list of top 400 hotels, resorts
December 06, 2006

This article talks about Forbes Magazine that had a special issue on the top 400 hotels and resorts in the world.
Properties were selected by a panel of 80 travel experts who are not affiliated with hotels.
Experts were asked to rate the properties on seven criteria such as :
. Service
. Room and bathroom
. Décor
. F&B
. Public area & facilities
. Sports & recreation
. Location

I found that study is always important and interesting.
To actually read the comments of those people who are experiencing those properties from all over the world and grading them is really a plus for us (students) to see what people needs, expectations, desires are when they are travelling.