An example about the process a customer follows in order to decide if to stay or not on a particular lodging facility, and through which of the possible ways should (s)he book the reservation. (Images belong to the official website)

1. Customer Decision Journey
CMH – IEMI
MBA 2
Verónica Valenzuela
www.wparisopera.com

2. Customer Decision Journey
• Selecting the hotel:
The process followed to choose the hotel was:
– Thinking about a brand I’m curious about because of its rename and
prestige.
– Thinking about a destination, for which Paris seemed to be the perfect
location.
• 1st Step:
– Starting a search on Google by combining the chosen brand and
destination.
– First result on the list was the W Paris Opera.
• 2nd Step:
– Opening the link to the Hotel’s website.
– Checking the pictures of the facilities, and find myself still interested in
staying at this hotel for what I’m seeing.

3. Customer Decision Journey
• 2nd Step (cont.):
– Reviewing the different guestroom categories. Although I
don’t plan to stay on a Suite because of the high prices, I’m
still interested about their features.
– Quickly surfing through the rest of the website. Even when
there are some comments from previous guests, I think I
should check on other reviews not posted by the hotel.
• 3rd Step:
– In order to get unbiased reviews, I decide to go back to
Google and open three different links (OTA’s): Trip advisor,
Booking and Expedia (2nd, 3rd and 5th link in Google search.
4th link is a review from the New York Times).

4. Customer Decision Journey
• 3rd Step (cont.):
– Trip advisor gave me a very good impression on the
importance the Hotel gives to clients comments. Most of them
have got a reply thanking them for the feedback and saying
they will work on the suggestions.
Reviews shows an overall satisfaction from previous guests.
– Booking shows a good grade for the hotel, very similar to the
one on the previous OTA. For what I see from the evaluations
depending on Market Segment, I would probably not choose
this hotel if I had little children, but since it is not the case, I
still consider staying there.

5. Customer Decision Journey
• 3rd Step (cont.):
– Expedia has very few comments, so I wouldn’t rely too much on
it to make my decision, however the grade is consistent with the
other OTA’s.
• 4rd Step:
– Reading the NY review. It just confirmed what I had previously
read. This is a good hotel to stay in.
• 5th Step:
– Comparing prices for the desired date in all OTA’s and direct
website.
– After having checked they all match, I proceed to book through
the Hotel’s reservation system for considering it as the safest and
most direct way.