SESSION 2 - Two descriptions of jobs

Business Development Manager 

Front Office Manager

SESSION 1 - Gen C Hotel Concepts

All of the following hotels' website have their particularity, making them unusual, different from traditional hotels' websites....

Instagram latest pictures on the main page for Moxy, discussion through a kind of cartoon with "bubbles" for CitizenM, red radio look with menu items divided in big squares for Virgin, blogs outlook for Okko and CityHub.

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SUCCESSFUL PROPERTIES ATTRACTIVE TO GEN. C : 

communication, collaboration, connectivity & creativity

1. MOXY HOTELS : Trendy budget hotels

- premium comforts, convenient services, chic, modern, with a vibrant social scene = creating some kind of "community" sense = collaboration

- real interaction with the creation of the hashtag #atthemoxy  joined by famous Instagramers = better visibility to Gen C using social media + increasing  communication and connectivity

2. CITIZEN M: Luxury for everybody, for the new explorators

- A one minute check-in and check-out, Always free WIFI, 24h restaurant and bar, free movies diffusion = connectivity 

- Use of catching sentences always starting with "CitizenM says" on the website = communication

- Stylish design, great value, the best entertainment, sociable atmosphere = collaboration and creativity

3. VIRGIN HOTELS: "a sophisticated hotel experience to a creative, high-income target audience"

- "The know": personalized rewards according to what the customers really want (information given by the customer itself) = collaboration

- "Lucy", a personal comfort assistant application on any screen for spa, room service, extra pillows or any demand = connectivity and communication

- Design rooms with adapted structures and arrangments (e.g. location of plugs), cohabitation of two people (e.g. sliding door), more than just a room but a "sleeping lounge" = creativity

OTHER NEW INNOVATIVE PROPERTIES

1. OKKO HOTELS: "4 stars without clouds" more for business travelers

- located in cities' center close to restaurants, shops and all kind of activites = collaboration

- design hotels for a low price with no lobby but a club which is an open area = creativity

- like home:wifi, dock Iphone, no check-in, no check-out but everything through emails and phone = connectivity

2. CITYHUB AMSTERDAM: a mix between collaboration in hostels and privacy of hotels

- Privacy and autonomy like in hotels: private hubs equipped with the latest technologies and check-in in 3 clicks, high tech bracelets to pay your orders at the bar = connectivity and creativity

- Creation of a kind of "community" like in hostels: cityhub hangout, large self-service bar, hubs next to each other = collaboration

- Coming soon: app for chatting with other travellers, maps and hub control (lights, temperature..) + Hosts named "future BFFs" on the website = connectivity and communication

Session 1 - Course 1

Explore the Journey

1. ANALYZE ONE INDUSTRY IN 2 COUNTRIES:

The travel industry in France VS. in Australia

As we can see above on those two graphics, France and Australia don't have the exact same customer journey to online purchase. For example,the "Display click" comes first in France and only as a third step in Australia. This can be explained by the fact that Australians are more involved in social medias such as Instagram and Twitter to get inspiration from others. French people are more used to display clicks which play a major role in the beginning of the purchase path by creating desire and boosting interest.

The two countries still have similarities of journey and the major common point is the fact that there is a quite long time between the brand paid search and the direct to purchase. This is because purchasing in the travel industry involves a long time of researches.

2. ANALYZE OF 2 DIFFERENT INDUSTRIES IN ONE COUNTRY: 

Food & drink VS. sports industry in the U.K.

As we can see above on those two graphics, the customer journey is really different in the food & drink industry compared to the sport industry.

The most obvious difference is the social touchpoint coming a long time after the display click for the food & drink industry whereas it comes first at the same time that display click for the sport industry. The only explanation we can have is that in the UK, sports are mainly shared through ads and social medias such as Instagram for pictures of products the lookers are going to be willing to buy. On the contrary, in the UK, food and beverages are mostly seen at first on ads and appear in the social medias a quite long time after.
Another main difference is the fact that the direct touchpoint comes a bit later after the brand paid search in the sport industry than in the food & drink industry. This is probably explained by the fact that food and drinks desires are more punctual than the sport interest. For example, if you are now interested in buying a nice pair of training shoes you will probably still want to buy it in three weeks time whereas if you have a strong desire to buy some special ice cream now, your desire might change in the following days.

Finally, there is a main similarity between the two industries in the UK regarding the customer journey: display click comes first. This means that customers' interests in any sport or food or drink product is going to be driven by an advertisement. When this ad will appear, the customer journey will then start and they will then make others researches through social media, mails, organic search and so on before buying it!

3. TOUCHPOINTS USED BY TRADITIONAL HOTELS: Mainly 2 to 3... ONLY!

4. MY POINT OF VIEW REGARDING THE MOST IMPORTANT TOUCHPOINTS

According to the evolution of the people and the way they look for and then book a hotel, the most important touchpoints to use are:

             - SOCIAL: Social medias are mainly used by the generation C and are a strong tool to appeal customers. Images have a strong appealing power and have to be used in largely used social medias such as Instagram, Pinterest or What'sApp for your hotel to have a high visibility.

             - REFERRAL: Referral is the best way to make customers book in your hotel more than in another. Websites such as TripAdvisor are mainly used and customer reviews such as your family and friends opinions have more power in the decision of a booker than the number of stars of the hotel or any other traditional characteristic

             - ORGANIC SEARCH: SEO is an important task for your hotel to manage because Google stays anybody's friend and anytime they want an idea of an hotel in your area, you HAVE TO be one of the first listed on Google to get a better visibility and creates interest for the lookers and mayber future bookers.

5. EXAMPLES OF TOUCHPOINTS: case of the Palm Hotel & Spa***** in Reunion Island

a/ SOCIAL:

b/ ORGANIC SEARCH:

First link to come up after the paid ads for "palm hotel and spa" or "5 star hotel reunion island" is the official website of the Palm Hotel. They have NO paid ads !

6. DEVICES USED DURING THE CUSTOMER JOURNEY

People can use as many screens as they have which means up to 5 different ones:

tv, PC, tablet, smartphone, smartwatch !