Digital Marketing for Hospitality

#Session 1
CheckMate
Flip.to

Airbnb


Marriott
https://www.youtube.com/watch?v=8eBbcvvkNf0





1. Create a list of ideas - how can hotels use social

to improve guests' experience



1.know the guests prior to their arrival for personalisation (CheckMate)

2.share instantly your confirmation on twitter (Flip.to)

3.partnership with a start-up to develop a specific program for the application SnapChat allowing users to send photos & videos (Marriott)



      2. Should a hotel use UGC in various social media
      in the hotel's social media

YES

A good comment allows better credibility and publicity worlwide with no expenses.

Condition: obtain the approval of the guest's comment.

NO
The hotel have to be authorized by the guest to publish their comments/videos/photos.


    3. What issues/problems result from hotel's use
of guest information used in social media?
Negative
- lack of confidentiality
- not all the guests have an account "seniors"
- guests may be upset by the intrusive use of comments/videos on social media
Positive
- personalisation
- loyalty
- attraction

Solutions
-> make the difference between what can be used and the private content.
-> use "indirect" language to push to consumption (a guest loves chocolate, at his arrival, advise the guest that there will be a chocolate testing nearby).
-> contract between user and hotel to authorize the hotel to publish the comments/videos/photos related to the hotel in question. The user will have the power to choose which comment to post.
# Session2

Collaborative Commerce
Collaborative Commerce is considered to be the replacement of e-commerce and hence the next stage in the development of electronic business solutions. It is an interorganization information system for electronic collabration between business partners and organizational employees.


Research and list collaborative commerce companies in Hospitality
-KitchenSurfing
-TaskRabbit
-AirBnB

How is each company 'disruptive'

KitchenSurfing: competition for the chef in the hotel
It helps connect an online community of chefs with people hosting parties and other events at home. You book a chef, pay them a fixed amount per head and enjoy the results! The experience is customisable and offers flexibility to both the chefs and their clients.


TaskRabbit: competition against the concierge in the hotel
It helps you find ‘Taskers’ in your local area to help you get things done. There are currently four types of Taskers – cleaner, handyman, personal assistant, and errands – each of which offers specific subcategories and hourly rates depending on the task in hand.

AirBnb: direct competition towards hôtels in the world
The company lets property owners rent out their properties to holiday makers, and allows holiday makers find a place to stay (usually at a more affordable rate than traditional hotels) in some of the best locations in the world.


Is there a role for hotel companies in collaborative accommodation providers?     => No
The accommodation provider owns the power and is a direct and ferocious competitor towards the hôtels.
Even by comparing the same products, i.e rooms, the final consumer will always choose the best affordable price.
To conclude, no collaboration can be possible between a hotel and an accommodation provider.


What does BnBSitter permit owners to do?
It gives the opportunity to hire a concierge who takes care of the guests' arrival, cleans and prepares the accommodation for rental if the owner is not available.


Why is the collaborative economy succeeding?
While big businesses often complain about the economy, it is small businesses that are the lifeblood of economies around the globe, and the fastest growing sector of companies in the market today.


#Session3
WOW site
Why is it WOW?
Just with the first page, the site offers a video providing an insight of the Australian life and environment. No need to go on youtube. Various pictures of the wildlife are presented making the future traveller better planning his trip and making him dream. All the regions of Australia are presented with pictures so that the traveller is not lost while surfing through the website.
The site is also accessible via facebook, google +, youtube, twitter & instagram and offers a wide range of languages.
Mobile site
 
How did I find it?
I have been to Australia once and I wish to go back there some day. I typed visit Australia on google and found this interactive and wow site.




SESSION 3 - FACE TO FACE 
March 11


"Accor launches its Accorhotels app for Apple WatchTM"


From the end of April, Accor will offer guests an Accorhotels iOS app for Apple WatchTM, which is to be released soon.
The Accorhotels app for Apple WatchTM is available in 10 languages and works in connection with the smartphone app.
It notably promotes top hotels and destinations and allows users to manage current bookings on Accorhotels. 

Accorhotels customers will:
                        -  Receive alerts telling them the online check-in service is open;
                        -  Access information about their bookings: arrival date, number of nights, number of guests;
                        -  Receive information about the hotel’s services (free Wi-Fi, car park, spa, swimming pool, etc.);
                        -  Access the interactive map, the itinerary to find the hotel and the local weather forecast
                        -  Access their Le Club Accorhotels loyalty card details, with their status and loyalty points. 
                        


We have to think about the future !!!

What do we expect on these IWatches?

(done with Laure & Nathalie)

1/ Pay with the watch inside the hotel
                        2/ For the restaurants in & out the hotel: the menu, the waiting time, the reservation, the bill
                        3/ Order the Room service, spa treatment, taxi...
                        4/ Send an alert when your clothes are ready OR when the room is clean
                        5/ Like Siri, it will recognize & translate orally and instantaneously the dialogue
                        6/ For the staff, they can manage the housekeeping, the F&B, the Front Office and the maintenance department through alerts -> it will increase communication within and between the departments
                        7/ Since each watches will be programmed for each department, a specific color will be assigned to it
                        8/ The watch can be used as the key room (Digital print)
                        9/ The watch will have a chip card and a digital print integrated to personalization and security
                        10/ It will give you the currency rate whenever you need
                        11/ We can control long distance to open the flaps
                        12/ The screen on the watch can be slipped on another screen (cellphone, Ipad, laptops)

13/ Act like a concierge

#SESSION4


1. Research + define beacon technology - how does it work with mobile devices?
Beacon technology will potentially revolutionize the customer retail experience. It brings a new dimension to interaction between you and the customer. So what is Beacon Technology? Well, it works on Bluetooth low energy (BLE) – which is used by a low frequency chip that is found in devices like mobile phones. These chips communicate with multiple Beacon devices to form a network. 


2.Create an example of personsalized service - that a guest would truly value AND differentiates an independent hotel from chain offers.
The IBeacon technology in hotels can provide concierge-like guest interaction.  Here are a few examples of potential use cases for their platform.
  1.  You walk into a hotel and approach the front desk. As you approach, the front desk staff receives your pertinent information to make the check-in process as smooth as possible (ID, name, room preferences, and other notes). They greet you by name, you feel like a VIP.
  2. As you’re seated in a casino, the wait staff is alerted of your presence, accesses your profile, and can see that you prefer a certain type of cocktail.
  3.  As you walk into a hotel’s high-end restaurant, the hostess is alerted to your presence. Server’s can access your dietary preferences and alert you to new specials based on past dishes you have ordered.
This technology can be used by businesses to personalize loyalty programs to their most loyal customers while also helping to identify what a particular customer buys, and how much, over time.

3.  Your opinion - what do hoteliers have to understand to use Beacon tech without cyberstalking?
Hoteliers should 
- be aware of not entering the intimacy of the guests
- limitate the use of the technology
- have the agreement of the guests
- have confidentiality agreements
- not fall into bad hands (sell information)
- limit the following to the public areas
- not go into the private areas or private hours (following should stop as soon as the guest enters his room or restrooms)
- implement a validity for all data
- make the staff sign a confidentiality contract
- train the staff to not overexpose the guests' life

4. What is the management benefit of data collected using mobile interactions - both guests and staff.  How would you use these analytics to create innovative services?
Beacon is not just another technology; it is a game-changer. In addition to its varied uses mentioned above, it lets the customers enjoy personalized services to make their stay more enjoyable and satisfactory. Beacons can also be used to extract a reservoir of analytics to understand customer behavior and preference. Such information shall be instrumental in retaining existing customers. Amidst all the advantages it offers, it is needless to say that it should be more than exciting to stay in a hotel which works on iBeacon and beacon-based technology.
  • Exploring the hotel: With the help of an iBeacon enabled mobile app of the hotel, you can take a virtual tour of the entire hotel and explore it in advance to your arrival.
  • Checking-in:  Having booked the room from the hotel's mobile application, the customer has already provided his personal details to the hotel. So as he reaches the hotel, the beacon at the entrance opens up this information automatically in his passbook and provides him with the electronic key.
  • Tracing the room: It can be very helpful in guiding you around the hotel and in tracing your room.
  • Communications and feedback: Communicating with the hotel management would be easier with the help of iBeacon. It would enable something like an instant messaging app used to communicate the feedback directly to the concerned person or department.
  • Energy saving:  It helps in switching the lights on automatically as someone enters their room and vice-versa as they leave.
  • Room servicing and cleaning: It lets you check menu on your phone. 
5. How could the Sephora approach be used effectively by hotels?
The Sephora app is very smart and have 4 main options: 
- to shop Sephora’s different products by category, 
- to access their loyalty rewards account, 
- to see beauty boards and watch tutorials, 
- to see which products have mobile offers available.
Sephora also has a store mode, which transforms the app experiences once a user indicates they are in a store. Indeed, the users can scan an item to see reviews and order products online. This is called "Appticipation".
As far as I am concerned, the Sephora approach cannot be used effectively by hotels. Hotels have already an app where users can sign in to get rewards or access their list of favorites hotels. In fact, there is no use for me to have an app which indicates when the customers are in the hotel. We are losing our privacy and intimacy. 

#Session5

What in-destination apps would you recommend to help travelers/guests better enjoy their visit?
I choose mTrip => personalized itineraries, LBS, travelers' advices, photos, descriptions, points of interests
Nathalie picked Tripwolf => information on destinations all around the world
Jessica found Citymapper => the ultimate transport app





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