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The French
Hotels market, 5 stages of travel, Hotels general market, How…
The French
Hotels market
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50 % of the market
Independant hotels
Why going independant ?
- They want to position themselves as a unique hotel
- They believe that quality and service does not need to be supported by franchise standards and regulations
- They don’t want to pay fixed fees
What makes it possible ?
- There are consumers willing to try unique services
- The Internet and tech has revolutionized the hotel industry
- 95% of travelers use the web when planning travels
5 stages of travel
:cloud: Dreaming
How to reach a dreamer?
- Email marketing
- Social media
- Display network
- Advertising in magazines
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:pencil2: Booking
How to reach a booker ?
- Beautiful website
- Have easy to use booking engine
- Clear pricing strategy
- Best available rates
- Targeted promotions
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Hotels general market
Market segments
- Economy
- Midscale
- Premium
- Luxury
- Family
- Business
- Age
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Technology revolution
- GDS
- OTA : Online Travel a Agencies (ex : Booking.com)
- Easy to use
- Official websites
- Cheap booking engines
- Price comparaters Paied search
- Review sites : permits mass word of mouth (ex : Trip Advisor)
- Channel managers : real time updates accross all channels
- Social media
- Google Travel
- Yeild soft ware
- Statistics and reporting
- CRM
- In house technology
- Voice activated tech
How did Airbnb grow?
The steps
- Find the idea from a necessity
- Convince the investors
- Test the product
- Position the product
- Go international
- Build a brand community
- Create a cult-like community
- Reward the community
- Increase the trust
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