Final Exam / Semester 1

Online Business DevelopmentChabrier-Langenfeld Guillaume

MBA2B

Exercise 3

A possible customer discovery path for a hotel can be: you decide to go to stockholm. You first go to google of course, like we all do. Then you choose to look for your preferences (either you want a boutique hotel, a design hotel, a « old fasioned » hotel…). You find the hotel you think is the best. Then you check on tripadvisor to see if it is the best in his category and his rank in the city you travel to. After you go on youtube to check if they are videos of the hotel available. Then you become friend with the hotel on facebook and check if there is any special discount for facebook friends. And finally when you have chose the best hotel suited your attempts, you compare the prices on OTA’s, booking websites and the hotel website to finally book your room. Oh yeah and you do not forget to « chek in » on foursquare when arriving at the hotel!!

Morgans hotel group webpage digital touchpoints

On the front page of the group you can easily access to all social networks, like Facebook, Twitter, Google +, Tumblr, Youtube, Pinterest and finally Instagram. On facebook, they have a page in which they are connected to the other social networks, so facebook frinds can share pictures, videos, and content about event organized by hotels, and also of course saying that they like the group! The group is by this mean very visible, either on social medias or in google.

They also have created kind of a travel guide for customers and travellers called « Backofhouse » It is giving advice and tricks about the city travellers planned to visit. This is an other touch points to

consider for Morgan Hotel Group.

A customer decides to look for a hotel in Los Angeles. He first take a look on facebook to ask their friends if anyone know a good place to go. After a few chat with some friends saying: « hey, have a look on instagram and youtube, I heard taht a certain hotel group is having an awesome hotel there… But I do not really remember the name of it, sorry… » So the customer decides to look for pictures and videos on youtube and instagram, typing: « awesome hotel los angeles ». At the same time he was looking on tripadvisor to check for the best in town. Wonderful pictures/videos after and having in mind that the best hotel in tripadvisor is a hotel from morgans. He checked Morgans hotel on google and found the perfect place to go, Mondrian hotel in LA… He checked then the best place to have the best price (Kayak.com, booking.com, hotels.com, OTA’s website and Morganshotelgroup website) and finally booked a room at the best price. While having been on the webpage of morganshotelgroup, he took some tricks about the city, the restaurants to eat in and places to visit thanks to « backofhouse »…

Morgans hotel group likely customer discovery path