3 case studies: 2 hotels, a luxury marketplace and a small chain

In the busyness of doing business in the world of online travel we pick three articles you may have missed in 2015

EyeforTravel’s top tweet in the month of March was a story about two very different hotel chains but with luxury in common.  

The first being the Dorchester Collection, which manages a portfolio of the world’s foremost luxury hotels in the US and Europe. The second, a brand that defines itself as a ‘luxury for less’ and mobile-first collection of six hotels – Citizen M.

Their lessons in honing the guest experience are as relevant, if not more relevant today.

Interviewed is Ana Brant, Director, Global Guest Experience & Innovation at the Dorchester Collection who told us that her single biggest challenge had been the constant pursuit of meaningful analysis of data. Getting that right is the key to having more fun.

Meanwhile, Citizen M Chief Operations Officer Michael Levie highlighted the importance of real-time aggregated data and consistency.

Secrets but no lies

Moving on then to an interview with Tom Valentine, Chief Executive, Secret Escapes also proved popular. In a story titled ‘The ‘truth’ of how Secret Escapes is carving a niche in the noisy space’ Valentine talked about the importance of integrity, style and simplicity.

If you missed EyeforTravel’s Connected Traveller Event in London this autumn check out Valentine sharing more insights into their digital secrets. Watch out mobile agencies!

 

Small but nimble

Our final case study was with, as the title of the story implies, small but nimble UK chain. Yes Shire Hotels took a strategic decision to play the OTAs at their own game. We caught up with Sam Wilson, e-commerce marketing manager at Shire Hotels this month and this is what he had to say about their most sucessful strategy in 2015. “It’s got to be the launch of price comparison and the continuation of ensuring transparency to our guests.”

His second, and a close one at that, would be the chain’s social media strategy. “We are now seeing extremely good, qualified traffic coming through a number of social channels. More importantly we can track throughout the sales funnel to conversion.”

With growing competition on all fronts, that has to be something worth shouting about.

Related Reads

comments powered by Disqus