Creation of a website with dudamobile

Difference between a hotel homepage and the mobile site created with Dudamobile

The homepage of the Palm hotel & spa located in the Reunion Island

My Dudamobile site

Differences between the 2 :

• No website for the website of the Palm hotel
• my mobileapp: information about the hotel, the rooms and possibility to book

Buzzandgo Presentation

Buzzango

• Pictures are identified by everyone all over the world and they are understood by everyone

• It is important to show to customers how will be the experience

• People have to be inspired with photographies because the brain analyze the picture better than speaking

• Buzzandgo are here to analyse the influencers and create an influence marketing campaign in order to improve the reputation of the brand

Influence campaign

Influencer Marketing

Influencer Marketing can benefit a hotel better than traditional marketing for :

in order to influence buyers, word-of-mouth was a useful mean. In fact, advertising is often done by relatives.

• Today, in using social media customers can interact with each other and hotel, restaurant or spa have to use them in order to be seen by customers.

• They can show the strategy of the hotel using social media and be seen easier by customers

8 customer internet users on 10 see the notes and the comments on Tripadvisor before booking the accommodation

• Hotel needs to verify comments in order to make change in their organisation if it is useful.

• It is very important to be visible on many social media in order to influence more people

• The hotel are able to advertise using social media and are more visible by customers 

• They can improve their reputation using reputation softwares

• Reputation tools allows hotel to identify all the comments post by customers and can classify advices per services (housekeeping, restaurant etc.). 

Visual profile using Canva

Using Canva, I could do a visual profile

Word Cloud Research

Using many job descriptions I could know the key words for the employers 

Different hotels which attract gen C

Moxy hotels:

Marriott creates a new brand in order to target the gen C. The Moxy hotels offer a concept linked to events and social interactions. The website explains well the concept and you can see that they are connected to social media which are fold by generation C. You can also see the different place they are located and the website directly shows their links to events and shows photos posted on Instagram by customers.  

This concept is different from the traditional hospitality because they don't insist on the room but more on the ideas of the concept with a colorful website. Finally, they emphasize the importance of the comfort, services, social interactions and fun. 

Citizen M:

Citizen M is a type of hotel based on technologies and style. They want to offer a more affordable luxury hotel. They target independent travelers at the difference of The Moxy hotel which were linked to social attractions. Check-in and check-out are made by yourself. Citizen M created also a lobby allowing people to be connected together and have the feeling to be at home. They also offer a bar opening 24 hours a day. Citizen M insist on the comfort and on the style of the hotel. It can attract gen C in offering wi-fi, movies for free. The interaction with other people is also possible. The concept is also linked to the design and so they propose to personalize the rooms with changing lights for example. Like the moxy hotel, they are present on the social media and show photos of their customers from Instagram on their website. 
Finally, the concept looks different than traditional hotel, because customers are main actors in the concept in allowing to be independent during their stays with technologies and comforts. 

Okko hotels: 

Okko hotels is a French concept. They opened 3 hotels in France, 3 hotels are in construction and 2 more are foreseen. They offer a sustainable concept located in the heart of cities in order to provide ease of access to customers. It can attract gen C which are concerned about environmental issues. It is different from traditional hospitality because they offer a design hotel which allow people to have the feeling to be at home. 

Virgin hotels:

Virgin Hotels present an attractive website where red mostly appears. Directly, you see that they want to present a less traditional website. The social media linked are visible easily with a short video in order to present the concept. They put emphasize on art, food, traditions and wants to show to customers the important scenes of the city. They attract gen C in offering a connecting hotel with devices in the room in order to control room service, and other services needed by customers. check-in and check-out are made directly on the mobile application. For sure, they offer free wifi in the hotel and in the rooms. 

They also insist on events like you can see in the video. Events and fashion put an important part in the concept of the hotel.

They show different from traditional hospitality in offering a connecting concept where customers are always connected with the hotel with the mobile application, before the stay, and with the device during they stay. They also offer a different way in giving advise on events, music and art presentations and locations.

Radisson Red:

Radisson Red is a new concept based on guest experience, design and connected space. They offer an atmosphere with a unique design. The space are also organised in order to be functional for customers. Events and social attractions are also an important part in the organisation of the concept. Finally, they allows customers to be connected with free wifi and connected devices. They can attract gen C with the style of the hotel, organised differently than traditional one. They offer a space in order to gather people and art is a key of the concept.

City hub Amsterdam

City Hub offers a new concept of hostel in Amsterdam. It is based on the social attraction, the events and the sharing of knowledge. With the mobile application, customers can see the city hosts, the events of the city and the attractions. They also offer a design space where customers could be independent from the check-in to the check-out and where they could meet other people.
The website shows a fun concept where customers are connected with the free wifi, the application and the opening of the room with a hi-tech bracelet. All these ideas can attract gen C which will like to share with others some good events or their photo of the street. It is different from a traditional hostel which don't offer necessary a special comfort and independent rooms and which is not connected. 

The Customer Journey to Online Purchase

Marketing channels play different role in the customers' purchase decisions according to the size of the business industry and the country.

1. Comparison of the influence of marketing channels for large travelling businesses in France and Japan.

                 

For the same industry, marketing channels don’t have the same influence on the purchase decisions of the customers. Firstly, in France, for large businesses, the travel marketing channels influence the purchase decisions differently than in Japan. 

In France, display clicks, social media, general paid searches, emails are key drivers, at the first online interaction levels. These channels play a part in the awareness of the brand but customers will take their final decisions after a direct contact with the brand.

Compare this with the same criteria, for Japanese customers, emails are the only channel that influence the decision making at the first stage of the interaction in order to know the brand. Social and display clicks assist to last interaction implying that this channel can act both in the assist interaction and in the last stage interaction. Finally, the direct traffic, referrals, organic searches, generic paid searches and brand paid searches have influence in the last stage of the interaction where customer take their decisions. 

You can see that, for large businesses, in France, the travel marketing channels take a part in the assist interaction where customers learn about the brand whereas in Japan, channels take a part mostly in the last stage interaction where customers take their purchase decisions.  

2. Comparison of the influence of marketing channels for small businesses in Germany, in the sports industry and in the food and drink industry.

In the same way that explained above, marketing channels play a different part in the customers' purchase decisions according to the type of the industry even if it is for the same country.

In Germany, for small businesses, in the sport industry, social media is the key driver in order to make customers aware, then generic paid searches, referrals and organic searches help people to take consideration of the brand and these channels assist to last interaction. Finally, brand paid searches and direct traffics are the key drivers in the last stage interaction where people will take their purchase decision. 

In the food and drink industry, marketing channels take a different role, even if it is in the same country. You can see that, organic searches are the only key driver at the first stage interaction and there is only few channels used by businesses in order to interact with customers. Emails, brand paid searches and direct traffics take a part in the last stage interaction in the decision stage. Referrals and generics paid searches help people to take consideration and to know the brand better. If social media take an important role in the sport industry in order to assist customers, in the food and drink industry they don't appear in the interaction process with customers.