2. The consumer of 2012, has evolved from
what he was 10 years ago.
The consumer of today is what is called a
‘zapping’ consumer – changing regularly
The needs, wants and desires of the
consumer have changed, pushed by the
effects of the crisis.
The needs, wants and desires, have
decreased proportionally with the
decrease of income
3. Increasing competition between hotels –
many new, innovative hotels on the market
The on going fight for a high occupancy
rate
The consumer having less money to spend/
night
The implementation of new digital
technology in some hotels, obliges other
hotels to keep up with the race for
technology
4. Consumer: pay as little as possible for the
highest possible value
Hotels: Maximizing occupancy rate and
maximizing the return guest (i.e having a
loyal clientele)
5. Booking.com- for advance purchase
Expedia-for advance purchase
Direct hotel websites- for the best
available rate
Phone applications
Travel Agency – on line and not
9. SniqueAway- from 2012, sells only 4 *& 5*
hotel rooms within a certain timeframe.
Requires constant monitoring of their
website
Priceline- you bid the rate you wish for a
certain room, based on previously chosen
criteria. Does not guarantee the cheapest
rate, unless no one else bids.
The last room- I-phone app for last minute
deals, with a decreasing price
Quickbook- only for boutique hotels, and
only available in the US
13. Independent hotels include boutique
hotels and other hotels wanting to be
different and not looked upon as mass
selling of rooms
Basedon this, we can evaluate the
best booking option for an
independent hotel.
14. Mobile App – The changing
consumer being always on the
move, this provides a fast and
simple way to find hotels and from
the hotel point of view, does not
cost too much to advertise with.
Reverse auction sites – when last
minute rooms are hoped to still be
sold, without spending too much
money from the hotel side. Suits
both the consumer and the hotel
Facebook fan- a good alternative
to digital marketing (e.g like
GoBoard) for an independent hotel
with less money than a chain
15. OTA’s – it can be too
expensive for
independent hotels, and it
rises the price for the
consumer, however it
does promote an
independent hotel.
Hotel Site- an independent
hotel may not be as well
known as a chain, hence
the probability of it
showing up first in a search
engine, is quite low,
making this not a suitable
and rentable option for
the hotel.