Milan Verstegen - Guest Lecture VU University 29-11-2010

Milan VerstegenDatum: November 29, 2010

Guest lecture VU University Amsterdam

“The importance of website functionality in the hotel industry”

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Topics

Part 1 What is website functionality? Measuring website functionality: eHospitality Scan Applying the eHospitality Scan I

Coffee! Part 2

Applying the eHospitality Scan II Trends in website functionality Questions

What do you think? (1)

What do you think? (2)

What is website functionality (1)?

It measures the “what” of the website, website content”

The functions, features, and services offered at the website of the organization

“Functionality offers a way to accomplish strategic value and unique positioning”

It reflects the profile/positioning of websites against its competitors

‘Key’ for online website success

Multi-channel guest experience

Website functionality is dynamic and continuously changing

Because consumer needs are dynamic and technology keeps evolving

The strategic importance and operational possibilities of website functionality depends on

Industry

Personal characteristics

Industry

Personal characteristics

Personality

Cultural background

Internet Experience

Gender

A consumer perspective (1)

Need Search info Alternatives Decision Consuming After sales

SUPPORT ALL STAGES

A consumer perspective (2)

Website funtionality is just one element (1)

Stylable

Functional

Usable

Available

Accessible

Source: Dr. Tibert Verhagen, VU University

Website funtionality is just one element (2)Im

Stylable

Functional

Usable

Available

Accessible

Stylable

Functional

Usable

Available

Accessible

So, website functionality!!!!

StylableFunctionalUsableAvailableAccessible

“Functionality offers a way to accomplish strategic value and unique positioning”

Source: Dr. Tibert Verhagen, VU University

Measuring functionality: eHospitality Scan (1)

Objective checklist of questions (content analysis)

More than 20 factors

More than 500 questions

Based on the Landscape Model

An element of the 5 buildings blocks of website effectivity

Continuously improving/updating

FunctionalUsableAvailableAccessible

Stylable

Measuring functionality: eHospitality Scan (2)Factor site A site B site C

Website Functionaliteit

1 Promotie 23% 24% -1%

2 Personalisatie 24% 13% -11%

3 Advies 40% 47% -7%

4 Productervaring en vergelijking 0% 5% -5%

5 Informatie over de organisatie 68% 88% -20%

6 Productinformatie 65% 60% +5%

7 Transactie 14% 14% 0%

8 Privacy en Veiligheid 24% 35% -11%

9 Contact 34% 42% -8%

10 Klantbeoordeling & community 21% 0% +21%

11 Points of action 0% 75% -75%

Website Gebruikersvriendelijkheid

12 Structuur 71% 88% -16%

13 Navigatie 66% 78% -12%

14 Homepage 77% 85% -8%

15 Intern zoeken 65% 55% +10%

16 Taakondersteuning 47% 31% +16%

17 Formulieren 3% 34% -31%

18 Leesbaarheid 73% 82% -9%Website Zoekmachinevriendelijkheid

19 Content 91% 96% -5%

20 Code 79% 91% -11%

21 Links 50% 60% -10%

Website Techniek

22 Algemeen 50% 70% -20%

23 Snelheid 39% 54% -15%

24 (Cross) browser compatibility 55% 45% +10%

25 Codes/Technieken 44% 42% +2%

26 Beveiliging 50% 0% +50%

27 Techniek achter formulieren 25% 29% -4%

Eindscore 44% 50%

Measuring functionality: eHospitality Scan (3)

Promotion Booking promotion Organizational promotion

Service experience & Comparison Sensory experience Comparison

Information Services Organization

Transaction Reservations Payments Security

Customer reviews and community Reviews Community

............. .............. ..............

Applying the eHospitality Scan

Factor Promotion (1)

Questions Does the site show special offers? Does the site show price or booking discounts? Is there sufficient information about the special offers/ discounts Does the site have a special "promotion" department? ...... ......

Does the site show special offers? Does the site show price or booking discounts?

YESYES

Is there sufficient information about the special offers/ discounts YES

Does the site have a special "promotion" department? MODERATE

Factor Service experience & comparison (1)

¨ Questionsn Can you see a picture of the room?n Does the site show pictures of the different facilities of the hoteln Does the site show videos of the hoteln Is it possible to compare rooms offers of the hoteln Are the alternatives shown in the form of a comparison table?n ......n ......

Can you see a picture of the room? YES

Does the site show pictures of the different facilities of the hotelYES

Does the site show videos of the hotel YES

Is it possible to compare rooms offers of the hotelMODERATE

Are the alternatives shown in the form of a comparison table?NO

Factor Information (1)

Questions Does the site provide a general description of the rooms available? Does the site provide a detailed room description? Does the site provide price information? Does the site provides sufficient information over the hotel location? Does the website provide "About us” information? Does the website provide information about the history of the organization? ...... ......

Does the site provide a general description of the rooms available? YES

Does the site provide a detailed room description? NO

Does the site provide price information? NO

Does the site provides sufficient information over the hotel location? MODERATE

Does the website provide "About us” information? NO

Does the website provide information about the history of the organization? NO

Factor Transaction (1)

Questions Is there an option to make a reservation already in the home page? Is there a distinctive box at the homepage for finding rooms and rates? Is there "advanced search" option (inside/next to the box)? Do the setting dates come in a form of calender ? Does it show which dates are available and which are not? Is it possible to book multiple rooms (also different) in one booking process ...... ......

Is there an option to make a reservation already in the home page? YES

Is there a distinctive box at the homepage for finding rooms and rates?YES

Is there "advanced search" option (inside/next to the box)? NO

Do the setting dates come in a form of calender ? YES

Does it show which dates are available and which are not? NO

Is it possible to book multiple rooms (also different) in one booking process NO

Factor Customer reviews & community (1)

Questions Does they site provide customer’s review/comments over the hotel/rooms/facilities? Does it come it the form of rating stars (or other prominent scale, like numbers)? Is it possible to create your own review/add comments? Is there a question about whether the review was helpful? Is it possible to comment about the reviews? Does the site provide buttons or links to social media platforms? Does the site provide a Tripadvisor link or Tripadvisor box? ......... .........

Factor Customer review & Community (2)

Does they site provide customer’s review/comments over the hotel/rooms/facilities? Does it come it the form of rating stars (or other prominent scale, like numbers)? Is it possible to create your own review/add comments? Is there a question about whether the review was helpful? Is it possible to comment about the reviews? Does the site provide buttons or links to social media platforms? Does the site provide a Tripadvisor link or Tripadvisor box?

Does they site provide customer’s review/comments over the hotel/rooms/facilities? Does the site provide a Tripadvisor link or Tripadvisor box?

Does it come it the form of rating stars (or other prominent scale, like numbers)? YES

Is it possible to create your own review/add comments? MODERATE

Does the site provide buttons or links to social media platforms? YES

Trends in website functionality

Auctions

Reviews

Social media integration

Customized booking engines

Online payments (e.g. iDEAL)

Auctions

Importance of reviews

Social media

Customized booking engine

Direct online payments (e.g. iDEAL)

What do you think now? (1)

What do you think now? (2)

Are you a ScanYourser?

MotivatedMotivated EnthusiasticEnthusiastic PragmaticPragmatic Interested in eBusinessInterested in eBusiness IndependentIndependent

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Milan Verstegen - Guest Lecture VU University 29-11-2010

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