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Hospitality Online Business Development
Franck DJEUDA MBA 2
Course by E. Craig.
Alpha rooms Case Study
Today’s customer decision journey, includes a lot of touchpoints, which can be exploite or opKmize by a brand
The Alpha Rooms’s problemaKc and ObjecKves
Ø Audit • Customer conversion online decade • Customer mobile device grow • Customers wants story telling • The classic customer journey had change
Ø ObjecKves
• New strategy to be able to follow the news habits of customers – MulK customer’s booking device – Upgrade online customer’s conversion
The Alpha Rooms Digital’s touchpoints opportuniKes
• Adwords trafic opKmizaKon • Responsive Website • A more intuiKve website
– Easy to use • Quickly founding of informaKons • Big social media presence • Easy buying
– Short buying road – Easy buying process
Alpharooms new strategy for customer buying process. MulK screen strategy
Responsive website on all devices. -‐ Quickly fouding of essenKals informaKons -‐ Short buying path
SEO opKmizaKon Adwords
Alpharooms new strategy for customer buying process. Social Media
Customers’s converKon $$$
Alpha room all screens 134 200 Likes • Build brand loyalty • A lot of pictures • Promos and discount • Customers reviews
1 537 000 Likes. • Big brand community
3500 followers • Tweet about the hotels • Share discount and
promos from facebook
261 followers • Good place to share
more about the hotels and reach differents target
1 800 000 vues • Alpha room’s hotel
videos • Video content • Product discover with
vitual visit before booking
• Good place to share storystolling make by customer.
Share differents Kps events in and out the place near differents hotels • Photos • Events • PromoKons and discount
Alpharooms new strategy for customer buying process. PromoKons and best prices
AaracKves promoKons Best rate and flexibles payments
Schoks arguments Good use of partners and try to tell stories with the pictures. An invitaKon to travell
Digital strategy applied to an independant hotel
• MulKscreens strategy – Responsive website (today we have soluKon which don’t cost a lot)
• SEO – Exploit the lack of the number of hotels in mobile SEO opKmizaKon to invest in that. (no higher bids)
• Social media strategy – Loyalty management – It’s not just being in all social media but to have a real strategy. Which one ? Why ? How ?
– Use it to build a strong storytelling – Build strong Local community : Transform hotel in a vector for all social events near the hotels (don’t just share infos)
AddiKonal Mobile step
• OpKmize the mobile SEO • Use mobile as a part of one online channel strategy of the hotel
• Develop intuiKve applicaKon but with real added value for the user
Constant audit need to seek opportunity all Kme !!!