Customer Decision Journey Digital IQ

Estelle Feuvrier, Bertille Lamas, Tiffany Pinto dos Santos

Mobile Starwood Apps on Google

market, Apple market, Blackberry

Mobile option on the website to simplify reservations through mobile

Present on most social media:

• Facebook (160 000 fans) • Foursquare • Youtube • Flickr • Twitter (1 270 followers) • Pinterest • Instagram (3 000 followers)

Hyperdisk Marketing use to enhance and expand visibility, interaction and conversion. This leader in full service eMarketing for hospitality industry has developed several proprietary applications for use. (source: Econsultancy.com)

Active presence on social media

Should invest more in mobile presence and marketing

Should respond to comments and reviews (as it is not always the case) in order to better control their e-reputation.

Growing importance and change of technology affects hotels industry who has to follow closely trends.

Hotels have to invest in digital marketing initiatives in order to standout: • Review website and improve • Have a robust mobile strategy • Optimize SEO • Invest in paid search and media spend • Follow and select cleverly social media presence • Invest in reviews monitoring software in order to

control e-reputation

Hotels should find ways to differentiate themselves from OTAs. For instance: • be more attractive thanks to the design of the

website • have promotions on their own websites or on

their own social pages • offer complimentary amenities if book through

their own apps or Twitter or Facebook

The St Regis Hotel New York