2nd half of Final Exam

Final Exam Article-Conversations with Customers

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

Social Sharing site is an interactive site where users: individuals, organisations can share with their experience, ideas, news, photos.

For example

http://www.myspace.com/

http://www.tripadvisor.com/

http://youtube.com/

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

It goes without saying that today consumers search not only for the interesting price but also for the best experince. And social sharing site is the best means to respond to their needs. But according to the following article http://travel.nytimes.com/2007/04/08/travel/08prac.html there are two sides of social sharing

• either it brings new clients
• or a headache

Before complaints about dirty showers or threadbare sheets typically went to hotels directly and discreetly in the form of comment cards, phone calls or e-mail messages. But as review sites have become more popular, customer feedback that was once viewed only by a hotel’s staff is increasingly being posted online for all to see, enabling guests to share their praise or air their gripes publicly. Because of the importance consumers attach to guest reviews, some hotels have gone to great lengths to boost their ratings. Some encourage guests to write flattering reviews; some even submit phony write-ups or hire outside companies that specialize in online reputation management to monitor and respond to comments. So, in any way it is up to the hotel to react in this or that way to guests' comments

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

I think that creation of a blog will be an interesting idea. The purpose of this blog will be to give a forum to interact with other clients of the same hotel and with the general manager. http://www.blogs.marriott.com/

or

having guests' comments online is another way for social communication with the hotel http://www.eldoradoreno.com/hotel/guest-reviews.aspx

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

To my point of thinking the hotels do have establish an online conversation with customers because as more travelers post detailed comments on everything from room service to décor, hotels will have the chance to look at their postings as market-research tools — sources of new ideas, feedback on new concepts and even promotional material.

In Class Exercise

Group work with Prisca www.rprisca.blogspot.com

We chose Base2stay hotel http://www.base2stay.com/

Image: boutique hotel for design conscious, value-orientated guest

3rd Party Reseller Sites

1. http://www.avantgardehotels.com/

• target customer group: value-orientated clients looking for a unique and stylish experience
• 'reach': worldwide, big cities, capitals (availability of 5 languages)
• hotel image: boutique hotels, design hotels, hip hotels
• distribution (types of marketing programs offered to the hotels): all hotels can be booked through GDS; central reservation office with international toll free number; outline internet booking; links with car rental sites
• distribution ( affiliate programs): affiliate programs offered with Epoquehotels.com

2. http://www.flashbooking.com/index.do

• target customer group: independent travellers who love creating their trips and book their bed nights securely online: students, families
• 'reach': worldwide, big cities, capitals (viewable in 10 languages)
• hotel image: B&B, youth hostels, guest houses, campsites, motels, farm houses, apartments
• distribution ( types of marketing programs offered to the hotels): reservation on Flashbooking.com is on-line only; Flashbooking.com cannot accept bookings over the phone; link to special partners, customer ratings and feedbacks
• distribution ( affiliate programs): no affiliate program

3. http://www.hoteladvisor.com/

• target customer group: price sensitive clients, tourist, groups
• 'reach': worldwide, big cities, capitals but quite limited number of languages:2
• hotel image: all types of hotels, hotels near the train stations, airports
• distribution ( types of marketing programs offered to the hotels): offer online hotel reservations; review in travel magazines and newspapers all over the world; no phone reservation
• distribution ( affiliate programs): there is an affiliate program. Advantages: Ease of joining and using the program; No costs - joining and using affiliate program is completely free of charge; Additional profit - for every reservation made through their web site, the Affiliate is paid an 10% commission of the value of the reservation

As a conclusion we chose the first 3rd party seller http://www.avantgardehotels.com/ for the following reasons:

• It has a very nice web site presentation
• Most of the hotels on the site are boutique hotels
• Promotion of concept 'boutique hotel'
• The hotels have good reputation
• Luxury service
• They target the clients of boutique hotels
• Availability of several languages

Profitable Minibar Management

The article http://www.hospitalitynet.org/news/154000397/4031100.html introduces the new solutin for minibar management. It is called Optrum. The fully-integrated system requires no special attention from the hotel except to enjoy the profitable results. Oppie Design has developed a minibar that operates with buttons located on a front panel on the minibar. OTRUM has created an interface with these minibars so that the hotels can monitor and control the items consumed in each room through the OTRUM network infrastructure. And the result of this is a profitable minibar managemet.

I think that this a very good solution. As far as I know minibar is headache of many hotels. It requires a lot time for staff to check and report consumption in every room. And with a new minibar the process becomes easy. Besides the new system can control the time-delivery for drinks if required by local law or block the delivery of alcoholic beverages when minors stay in the room.

Today Oppie minibar is only available in the Norwegian market. But I am sure it will gain quite soon the European Market.

Affiliate program of Travelocity

The Travelocity Partner Network offers two types of partner marketing programs .

The first program is the Travelocity branded program, which allows your website to feature Travelocity as a travel partner. This relationship gives you the opportunity to earn a commission when your referrals book travel. Plus, it is easy to integrate our products, promotions, feeds, and marketing assets into your site. The Travelocity Branded Partner Program offers a complete compensation program that is competitive and comprehensive, allowing you to maximize your earnings per click.
We pay a flat commission on airline tickets and cruises. We pay a revenue share on car rentals, hotel bookings, flight + hotel purchases, and Last Minute Packages packages?so the higher the price, the more you earn.
Example:
Item Be Free : Published Hotel

Merchandise Type :Hotel

Commissions per Item: 3% Net Revenue

The second program, World Choice Travel, is a privately branded one that enables partners to customize the look and feel of their site using the Web's most powerful suite of online booking products.There are no upfront fees for our technology, and implementation is quick and easy!

Comment on the article

Small hotels, big business

by Nathalie Wanda Guillerm

http://www.hotelmarketing.com/index.php/content/article/070315_

To my point of view, the article chosen by Nathalie reveals a very interesting topic for hotel business: Small Hotels as a new concept of lifestyle. I agree with Nathalie that 'small hotel has more individuality as against the other big hotel'. Small hotels can concentrate on each client and make his or her staying unforgettable. Besides, smaller hotels often focus on their exceptional service and unconventional style.

Here are the advantages of small hotels:

• quality of the service
• personal attention
• fresh idea to satisfy their guests
• attention to details
• flexibility regarding terms and policy

Radisson Launches Online Guest Room Boutique

The article http://www.hospitalitynet.org/news/154000320
is about new web site that allows guests of Radisson Hotels & Resorts to order exclusive products of the this hotel group. Today the clients can get linens, specialty bath products and other gifts from Radisson, including guest favorites like the Sleep Number(R) bed, sheets and Radisson's exclusive line of ASiRA Body Care amenities. According to the executive vice president of Full Service Hotels for Carlson Hotels Worldwide Nancy Johnson this site will help 'to reinforce our commitment to overall satisfaction of our guests'

This a very interesting concept and is one of best way of fidelizing
the clients. Besides it's a succesful strategy for appealing the clients who demand a lot:

• It gives the customers the opportunity to relive the Radisson experience at home
• They feel valued
• They can enjoy comfort and convenience
• They are considered as fashionable and hip

Today, hotels have to adapt to the incessantly changing needs, tastes, prefences and fashions in order to remain competitive in the flourishing hotel market and Radisson hotels are mooving in the right way.

Criteria to choose 3rd party site

http://chhuonnavine.blogspot.com/

Comment on the Article

Kempinski to manage luxury trains

written by Navine Chhuon
http://www.hospitalitynet.org/news/154000320/4030774.html

I think Navine chose a very interesting article for analysis : the partnership between the Kempinski group and the Tangula luxury train company. She briefly explained the main advantages of this cooperation for both groups in comparison with Orient Express, the main competitor of the Tangula luxury train company.

I also think that this agreement will be beneficial for both sides and will bring unique and unforgettable luxury experiences for travellers.

Holiday Inn Express Partners With Reading Is Fundamental To Promote A Smart Start In Education

The main idea of the article http://www.hospitalitynet.org/news/154000320/4030777.html is the partnership between Holiday Inn Express and Reading Is Fundamental, Inc. (RIF), the oldest and largest non-profit children’s literacy organization in the U.S. The main objective of this agreement is to improve children’s literacy











As part of the partnership, RIF will receive a donation equal to 9 percent of the consumed room rate for every guest who initiates a reservation through new Web page. Each reservation made through the site will help RIF serve 4.5 million children in need each year.

As far as I am concerned I find this agreement an excellent step in helping children worldwide:

• It will develop a love for reading at an early age
• It will help children 'to succeed in school and life'