Advice for the Cheval Residences website

 

 

BOOKING :

 

- Unable to book in the home page : fundamental to create a link in order to book directly

 

- Unable to book directly on line : "reservation enquiry" only : too long for the customer and not intuitive/ put a "book now" tab/button on the home page with the :

• Dates
• Tariff for the stay
• Offers
• Criteria

 

- Same thing for the mobile app : it has to be possible to book even on your smartphone

 

- Make it possible to click on each "hot-air balloon" to get on each residence page instead of on the tab " your London residences"

 

- Make a page for each residence with all the information as the "neighborhood"& "the plan your stay" tabs + a link for the blog

 

COMMUNICATION :

 

- No phone number directly (!!) : too much time spend on looking for it

 

- More option to reach them : Skype for example

 

- Put a "call me back" button to make it easier for the customer to get more information

 

- Too much links to see more details on all the subjects

 

- Video : too hard to find

 

- Improve the social media & make it more visible for the customer. Need more contents, video and so on.

 

COMMERCIAL :

 

- Put the promotion on the home page in order to "push" the booking process

 

- Infographic

 

- Not enough photos : too much text. Put more photos/rotation of properties

 

==> Too much sections structurally speaking : everything need to be visible in the home page

The navigation is not intuitive

Ritz-Carlton vs Renaissance online strategy analysis

Hotel Amour: Content strategy

Hotel amour content from MarieGodard

Lifestyle content

Created by the Dandy Box company, the leader of the Gift box for gentlemen. The Dandy Blog is the first men's physical magazine that offers to every caring man,  a concrete content, inspiring and above all entertaining. Indeed the Dandy blog proposes interesting advices and relevant articles on different topics such as style, grooming, lifestyle, food & drink, design & tech ...

The Dandy Blog magazine

 

 

How can a hotel without a 'lifestyle vibe' develop an effective content strategy?

 

 

 

 

 

 

 

 

Four principles for the open world by Don Tapscott

THINK answers:

Question 1: What is Don’s term for the generation that has grown up “bathed in bits”?

Answer D. Net Generation

Question  2: When Rob McEwen’s geologists were having difficulty identifying the presence and location of the gold in his mines, what radical approach did he take?

Answer B. Released his data and held the Goldcorp Challenge

 Question 3: What does Don mean when he says we have a “burning platform” for change?

 Don said that the global crisis created a burning platform. He gave the example of Wall Street saying that the core modus operandi of Wall Street almost brought down global capitalism. According to him the idea of burning platform occurs when you are somewhere where the costs of staying where you are become greater than the costs of moving to something. People usually do not like change, but we need it and open up to all of our institutions.

Question  4: According to Don’s four meanings of openness, what is the difference between “transparency” and “sharing”?

 Transparency is about the communication of information (to stakeholders of organizations: employees, customers, business partners, shareholders…). Sharing is more about giving up assets, intellectual property for example. Don spoke about IBM, who gave away 400 million dollars of software to the Linux movement, and that gave them a multi-billion dollar payoff.

 Question 5: What happens to power structures as knowledge becomes increasingly distributed?

Answer B. Power becomes decentralized

 Question 6:  According to Don, the internet did not give rise to an information age, but instead gave rise to:

Answer E. The Age of Networked Intelligence

Question 7: Don uses an example from nature to demonstrate his four principles for openness. Which example does he choose, and in what ways does it exhibit these principles?

Don used the example of  flock of Starlings, in the area around Edinburgh, explaining  “the murmuration” function refers to the murmuring of the wings of the birds when they’re flying all together. This collective power protects the birds from predator.In this example there's leadership,but there's no one leader. This is a huge collaboration, an openness, a sharing of all kinds of information,  a sense of interdependence.  It’s show us that it is in our interest as a human being to share our knowledge, skill and experience.

Phrase it !

The beginning of a love story

What is ASAT ?

1) What is ASAT? Give 3 non-traditional examples.

 

ASAT is an abreviation for Any Screen Any Time. It refers to the fact that device users can access the content they are looking for any time and any where, through all kind of screens.

 

One illustration of the term is the example on the plane when we see the following writting: "Could you please shut off your book?"

Another one is the example of the car where we can see that you can link your mobile device to the dash board, and a third one is the fact that you could plug your mobile device on a running machine, accessing therefore all your mobile 's applications ans so on.

 

2) What is meant by mobile enhanced experience?

 

A mobility enhanced experience concerns the fact that you can access all kind of information anywhere through any screen. For expample, we will talk about a mobile enhanced experience when a lot of touch points caracterize the customer decision journey. The customer is guided through their choice by many elements and all day long access wherever they are.

 

3) How could a hotel provide a mobile enhanced experience?

 

Hotels can use many tools to provide to their customers a mobile enhanced experience.

 

First of all, I do think that working through the SoLoMo concept can create a mobile enhanced experience.

Indeed, working with DISMOIOU app for example, allow customers to share information about your hotel and can be a decision maker for them.

 

Using the tool Twitter Vine, in which you can insert short videos, is also a very good way to enhance mobility experience. Hotels could put some video showing some guests feedback or interviews about the hotel, or also put a video of a staff member to attract customers.

By using Vine, hotels could also insert some "phrase it" in it.

 

4) List the customer journey digital touchpoint

 

The scenario number one is talking about the different steps that a customer experiences to make a booking for a trip. The digital touchpoints are the followings:

 

- An advertisment on TV

- A tourism advert

- Website through mobile