http://ping.fm/M2R5f

Ping.fm

Tweet Link

Think Tank: Digital Developments in Hospitality

Our class had the opportunity to participate to a Think Tank about the Digital Developments in Hospitality and its consequences. I personnaly was mot interested by the Luxury Reframed theme. Indeed I already had the opportunity to study the impact of new technologies and media uses in the Hospitality Industry.

Howether, it was a chance to be able to meet creators of apps dedicated to hospitality. Indeed apps are a new trends are increasing. They do have a real positive effect in the sector.

As for the theme I was most interested in, luxury reframed, we actually noticed how much apps and technologies have changed the clients' expectations.
Indeed, as for the Iphone there are now Chanel, D&G, Gucci, Dior apps available.

In a recent article posted by Karen Weiler Escalera on Hospitality.net, we are informed that according to the Luxury Institute, "the wealthiest sector is among the most "switched on." Some 32% of affluent consumers follow blogs or vlogs, while 22% have executed a transaction via a mobile device."

Being able to see the new collection on our Iphone, make up demonstrations (by Dior), the main saling points of a luxury brand makes it much easier for such a demanding client.

However, I personnally noticed that these apps were not always updated in time.
Moreover, do they really provide something to the luxury clients?? In the end, it is only some kind of virtual showcase.

I also personnaly believe that luxury brands were affraid of being left over in the apps development. Indeed, it seems that geolocalisation or booking apps are more useful. But being present on the smartphones of the customers, showing that luxury brands are following the trends as well as the other sectors, is a marketing strategy.

It cost them almost nothing compared to what they earn, and it makes them able to be present daily on the phone of their clients and, as a consequence, in their mind.

I am convinced that this is the point of developing apps for luxury brands. For the moment at least.

An other development was based on another technology: using Facebook pages (fans or groups ones) to keep in touch with the clients.

As far as I am concerned, I think it is a far more useful and ingenious technique. Indeed, the ones who really who uses them as much as possible.

For instance, Versace posts its new collection - the entire collection and all the pictures of the creations - and also all the publications in the medias. They keep in touch almost daily with their clients but all attract potential clients. Indeed it gives the impression to its "fans" to be as important as VIP clients who buy and ware Versace clothes or shoes or accessorizes.



An other example is Calvin Klein, who has been the first to make it possible to all its Facebook fans to watch the direct broadcast of thefashion show during last fashion week.

Luxury is all about feeling cherished, a bit exceptionnal, special. And thanks to this innovative concept, thousands of people were able to be part of one of those exceptionnal moments that are fashion shows:



They also are able to make special offers:



All of these services are part of what we could call 'tech exclusivity'. They increase the feeling of being part of a community based on luxury. According to surveyx previously quoted, it seems that it helps brands increasing their sells.

Guid’el app economy

Check out this SlideShare Presentation:

Guid’el app economy

View more presentations from annesophie750092010.

Hilton Worldwide, IBM Ink Global Technology Infrastructure and Solutions Agreement | In This Issue | Hospitality Technology: Technology Resource for Restaurant/Lodging Executives

Hilton Worldwide, IBM Ink Global Technology Infrastructure and Solutions Agreement | In This Issue | Hospitality Technology: Technology Resource for Restaurant/Lodging Executives

Posted using ShareThis

Hilton and IBM are now bound by a contract as they entered into a global collaboration.
This is a giant collaboration between a most famous hotel group and the well-known IBM group. It would probably increase the management results of Hilton and generate a new dynamism.
As for IBM, it would be a proove for them to be able to adapt their offer to their clients, as specialized they are, since it is here linked to hospitality industry.

Louis Vuitton Company to Manage Hotels

LV is about to manage 2 hotels, one in Oman and one in Egypt, but without owning them, in a first time at least.

They already opened a very luxury hotel in Courchevel and called Cheval Blanc. This property is a major success since then, even since the beginning of the economic crisis.

Bernard Arnault is actually a challenger who always needs to find new challenges. So it was predictible that after this success they were about to try to extend this new 'department' of the company.

Moreover, more and more luxury brands open hotels so the fact that the most successfull luxury brands of the world could perfectly succeed and in the end owning hotels and develop it own chain.

Tiara Hotels & Resorts

Check out this SlideShare Presentation:

Tiara Hotels & Resorts

View more presentations from annesophie750092010.

Blog title...

http://ping.fm/PxFmQ

Facebook More Popular Than Google: The Big News Not So Big After All

This article has been written by Mark Starkov on March 29, 2010 on Hotelsmag.com website.

This article is an analysis based on an Experian Hitwise survey which conclusion is that Facebook is a most popular website than Google in the US.



Below is the ranking of the most popular websites in the US:



Because of this analysis we could wonder wether Facebook is going to replace Google or not?

The conclusion of this article is that there is no chance/risk for Facebook to replace Google as a travel planning tool since:
- the online travel consumers first look on (Meta) Search Engines, OTAs...
- they might ask to their friends some advice concerning a destination or an hotel but Facebook still as a small part to play in the final decision and even in the planning and booking process.
- the revenue generated by the websites are far much higher than the ones by Facebook that barely count...

I also personnally agree with the author. Indeed, online travel cnsumer do not use Facebook to look for best prices, hotel bookings or travel destination. In these cases, Facebook is only used as an opinion exchange mean.
But if the hotels trully want to measure the impact of Facebook in their marketing, they shoul not consider the revenue generated by Facebook but the Fan metrics, their comments, their frequency...

So Facebook will not replace Google, and especially not in the travel industry.
They are complementary and Facebook help increasing a specific part of hotels' marketing such as word to mouth but adapted to the Internet.