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Scanyours.com © 2000-2010Scanyours.com © 2000-2010
Milan VerstegenDatum: November 29, 2010
Guest lecture VU University Amsterdam
“The importance of website functionality in the hotel industry”
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Who am I :)
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De ScanYours Tag-cloud
Internet consultancy
Market Research
Strong connection with VU University
30 ScanYoursers
Increase online sales
Improve online processes
With Fun and Result driven
Innovation
Online marketing
Webdevelopment
Customers in different industries
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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
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What do you think? (1)
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What do you think? (2)
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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
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What is website functionality (2)?
Multi-channel guest experience
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What is website functionality (3)?
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
Time
Industry
Personal characteristics
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Time
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Industry
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Personal characteristics
Personality
Cultural background
Internet Experience
Gender
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A consumer perspective (1)
Need Search info Alternatives Decision Consuming After sales
SUPPORT ALL STAGES
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A consumer perspective (2)
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Website funtionality is just one element (1)
Stylable
Functional
Usable
Available
Accessible
Source: Dr. Tibert Verhagen, VU University
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Website funtionality is just one element (2)Im
port
ance
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Website funtionality is just one element (3)
Stylable
Functional
Usable
Available
Accessible
Scanyours.com © 2000-2010
Website funtionality is just one element (4)
Stylable
Functional
Usable
Available
Accessible
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So, website functionality!!!!
StylableFunctionalUsableAvailableAccessible
“Functionality offers a way to accomplish strategic value and unique positioning”
Source: Dr. Tibert Verhagen, VU University
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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
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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%
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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
............. .............. ..............
............. .............. ..............
............. .............. ..............
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Applying the eHospitality Scan
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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? ...... ......
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Factor Promotion (2)
Does the site show special offers? Does the site show price or booking discounts?
tekst
YESYES
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Factor Promotion (3)
Is there sufficient information about the special offers/ discounts YES
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Factor Promotion (4)
Does the site have a special "promotion" department? MODERATE
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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 ......
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Factor Service experience & comparison (2)
Can you see a picture of the room? YES
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Factor Service experience & comparison (3)
Does the site show pictures of the different facilities of the hotelYES
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Factor Service experience & comparison (4)
Does the site show videos of the hotel YES
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Factor Service experience & comparison (5)
Is it possible to compare rooms offers of the hotelMODERATE
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Factor Service experience & comparison (6)
Are the alternatives shown in the form of a comparison table?NO
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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? ...... ......
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Factor Information (2)
Does the site provide a general description of the rooms available? YES
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Factor Information (3)
Does the site provide a detailed room description? NO
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Factor Information (4)
Does the site provide price information? NO
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Factor Information (5)
Does the site provides sufficient information over the hotel location? MODERATE
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Factor Information (6)
Does the website provide "About us” information? NO
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Factor Information (7)
Does the website provide information about the history of the organization? NO
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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 ...... ......
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Factor Transaction (2)
Is there an option to make a reservation already in the home page? YES
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Factor Transaction (3)
Is there a distinctive box at the homepage for finding rooms and rates?YES
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Factor Transaction (4)
Is there "advanced search" option (inside/next to the box)? NO
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Factor Transaction (5)
Do the setting dates come in a form of calender ? YES
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Factor Transaction (6)
Does it show which dates are available and which are not? NO
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Factor Transaction (7)
Is it possible to book multiple rooms (also different) in one booking process NO
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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? ......... .........
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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?
NO
NO
NO
NO
NO
NO
NO
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Factor Customer reviews & community (3)
Does they site provide customer’s review/comments over the hotel/rooms/facilities? Does the site provide a Tripadvisor link or Tripadvisor box?
YES
YES
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Factor Customer reviews & community (4)
Does it come it the form of rating stars (or other prominent scale, like numbers)? YES
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Factor Customer reviews & community (5)
Is it possible to create your own review/add comments? MODERATE
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Factor Customer reviews & community (6)
Does the site provide buttons or links to social media platforms? YES
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Trends in website functionality
Auctions
Reviews
Social media integration
Customized booking engines
Online payments (e.g. iDEAL)
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Auctions
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Importance of reviews
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Social media
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Customized booking engine
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Direct online payments (e.g. iDEAL)
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What do you think now? (1)
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What do you think now? (2)
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Are you a ScanYourser?
MotivatedMotivated EnthusiasticEnthusiastic PragmaticPragmatic Interested in eBusinessInterested in eBusiness IndependentIndependent
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Let’s keep in contact…?
T: twitter.com/scanyours_ehospL: www.linkedin.com/in/ScanyoursVerstegen
T: 06 411 60 668 E: [email protected]: www.scanyours.com