lundi 6 mai 2013
mercredi 27 mars 2013
Jumeirah Living - SandersonLondon - Marriott: Comparison / things in common
Jumeirah Living:
- 6 languages available
Morgan Hotels:
- 4 languages available
- Lots of interactivity at each step of the booking process, lots of customized information according to the user's choices
- nice design
Marriott:
- 9 languages available
- more formal information
Things in common:
- Interactivity
- smart customer discovery paths and booking engines
- Discover by hotel / destination
- Smart and easy to use general organisation
- Target segmentation in a subtle way
- "My account"
- More visual than textual
Chevalresidences: How to improve online productivity?
First, let's analyze the market.
Comparison with Jumeirah Living group:
Same target as Chevalresidences: wealthy travellers
Jumeirah group's President said “The company’s service philosophy is to look at each guest as a unique, important guest; thus, the service they receive is also unique, which in and of itself makes for a luxurious service experience”. So we could base on this competitor's philosophy in order to adapt our strategy.
We should customize our online services to adapt to new luxury travelers (www.hotelnewsnow.com).
Positive points: "Plan your stay page" contains information about ChevalResidences App, contact information (email, phone number & concierge through email)
Not too much information in the website: simple and pleasant.
Reservations: "Book now" button on the first page and at each step of the booking process (when rates appear, description of the apartments, booking terms & conditions).
Reservation Enquiry: not productive because rates don't appear, no promise of answer, no answer date: the customer doesn't know if he or she will receive an answer and when. We can't directly know if there is any availability or not, so the customer can only choose another hotel group that does have a booking engine.
Only action: email or enquiry: we could implement an efficient booking engine in the website.
Today people do not want to spend time waiting for an answer concerning availability of a hotel.
Rates: winter & summer rates. it would be better to create a calendar so that prices appear according to the precise dates of stay.
Customers can choose an apartment type only according to the different sizes of the apartments.
We could describe more the apartments to assist the guests and help them choose the most adapted apartment.
Contact: In "Contact us" page, contact information do not appear first, you have to click on "Residences" or "Sales Office" before get the pieces of information you need.
Solutions: We could also create content about London as a destination (places to be, to eat...) in the neighbourhoods' page and a calendar containing events of the month to attract more people that are interested in London's sightseeing and attractions.
Then, we could put special offers on the front page to attract people who stumble upon the website and to make them curious about the brand (better customer discovery path).
In order to attract foreigners, the brand could offer other languages than English, like French, Spanish, Arab.
To conclude, we aim at making the website more active to engage the customer and make him or her stay and discover the brand easily by him/herself.
lundi 18 mars 2013
mercredi 13 mars 2013
jeudi 7 mars 2013
Even luxury companies can develop their digital reputation...
Nowadays it comes out that luxury companies suffer from online reputation management and new consumption habits.
But they can adapt. Most of the hotel groups which have the higher digital IQ are luxury groups, like Four Seasons or Intercontinental. That's why we can say that in the hospitality industry, luxury companies and groups have managed to adapt to new trends and to offer adapted online tools to the demanding clientele.
But what about other luxury industries such as luxury textile or accesories' companies?
Their targeted customers are still the same, that's why these companies have not created a online strategy yet. But if they want to adapt to the new market and if they want to differentiate from the competitors, they have to develop their digital reputation.
We can mention famous successes like Burberry's Art of the Trench or Tiffany's Engagement ring finder.
These platforms have helped the brand to create "buzz" and attract more customers thanks to internet innovation.
But they can adapt. Most of the hotel groups which have the higher digital IQ are luxury groups, like Four Seasons or Intercontinental. That's why we can say that in the hospitality industry, luxury companies and groups have managed to adapt to new trends and to offer adapted online tools to the demanding clientele.
But what about other luxury industries such as luxury textile or accesories' companies?
Their targeted customers are still the same, that's why these companies have not created a online strategy yet. But if they want to adapt to the new market and if they want to differentiate from the competitors, they have to develop their digital reputation.
We can mention famous successes like Burberry's Art of the Trench or Tiffany's Engagement ring finder.
These platforms have helped the brand to create "buzz" and attract more customers thanks to internet innovation.
mercredi 27 février 2013
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