jeudi 10 décembre 2009

Article Summary #3 : Hotel chains try new ways to earn loyalty

I have chosen this article because I was interested in seeing how hotels try to fight the economical crisis.

Because of that difficult context and customers' new expectations, hotels have to adapt. And as competition is harder and harder, they have to find a way to differentiate from each others. As we saw in class, some hotel brands, such as Morgans hotel group, have chosen to use visual creativity on their website to attract mostly young people and customers looking for trendy experiences.

But those investments cost a lot and hotels are compelled to reduce their income in order to propose customers low price services. To remain attractive, most hoteliers have chosen to spare money on their structure. That means that they reorganize themselves in order their costs to be as low as possible.

Working conditions suffer from this trend and employees have to cope with job insecurity. Hoteliers had better to find a new way to catch customers'loyalty if they want to be able to fulfil the latters'needs. The hospitality industry is likely to be in transition for the next few years.


2 commentaires:

  1. This is why reaching new consumers on internet is wise. It is time-efficient as the message spreads quickly, and if the marketing campaign/website's design etc. are well executed, it is a safe way to bring in more customers and face the recession. Cost-cutting on employees' jobs and hotel structures is not a good sign and the customers will probably see the effects on the service provided. In the end, the hoteliers would trigger the opposite reaction and lose customers.

  2. Boldly designed, easy to navigate websites are not just for younger customer groups (may not be able to pay the rate)...Net users of all ages relate to graphic interfaces.

    Please use text links...not cut and paste the http.