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Term Project Proposal - s_logo Member: Sunny / Cindy / M.J / Phoebe / Ian…
Term Project Proposal - 
Member: Sunny / Cindy / M.J / Phoebe / Ian
1.Background :book:
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Founded in Netherlands,1996 :sunflower:
1,550,000 rooms reserved online each day :house:
It has almost 28,500,000 listings :clipboard:
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platform
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Tactics
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Services related to price comparison and travel information offering will be considered to be a threat of potential competitors
Rules
booking more expensively, refund the price difference (買貴退差價)
prepaid deposit, canceled booking, "no show"
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(5.) Value Net
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Competitors：
:pencil2:Platform：
1.Airbnb
2.Trivago
3.Expedia
4.Hotel.com
5.Agoda
:pencil2:pipeline industry
6.Hilton
7.Marriott International
Complementors：
1.Tripadvisor
2.Rentalcars.com
3.Opentable
4.KAYAK
5.Skyscanner
6.Agoda
9.GoEuro
10.Hotels/hostels
11.Meta search engines
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7. Key Partners
1.Hotel/property owners
2.Major hotel chains
3.Affiliates
4.Travel agents
5.Corporate travel managers
6.Technology partners
7.Meta search engines
8.Lobbyists
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1. Value Proposition
to :smiley: Travellers:
1.Cheap(est) prices
2.Amount of choice
3.Reduction of risk
4.Call centres
5.Useful app
6.Useful travel content
to :hotel: Hotels:
1.Incremental revenue
2.Ability to react
3.Global reach
4.Risk reduction
5.billboard effect
6.Market intelligence
2. Customer Segments
:hotel:accommodation providers:
1.Property types
2.Room types
3.Star rating
4.Amenities&facilities
5.Locations
6.Remoteness
:smiley:travel customers
1.Travel motivation
2.Demographics
3.Booking details
4.Employment
5.Spending behaviors
5. Key Activities
1.Manage network effects
2.Customer experience
3.Customer support
4.Grow the platform
5.Observe external factors
6.Enhance technology
7.Guide customer journey
6. Key Resources
1.Number of hotels
2.Number of locations
3.Great content
4.User data/algorithms
5.User experience
6.Global Network
7.Skilled staff
8.Revenue Streams
(2018, in million dollars)
:moneybag: Total revenue: 14,527, including
Agency business model: 10,480 (72.1%)
Merchant business model: 2,987 (20.6%)
Advertising and other revenues: 1,060 (7.3%)
9. Cost Structure
(2018, in million dollars)
:money_with_wings: Total operating expense: 9,186, including
Performance marketing: 4,447 (48.4%)
Brand marketing: 509 (5.5%)
Sales & other expense: 830 (9%)
Personnel: 2,042 (22.2%)
General & administrative: 699 (7.6%)
Information technology: 233 (2.5%)
Depreciation & amortization: 426 (4.6%)
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4. Customer Relationships:
:hotel:Hotels：
1.Commissions
2.Ease to joining
3.No booking, no pay
:smiley: Travellers：
1.Customer service
2.Accuracy
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