The Five Hotel- Improving Customer Content Generation

The Five Hotel- an already very lifestyle hotel, but a good method to show, that having color, and style, you can still find room to improve and get your guests to help you generate your own content. This presentation demonstrates one way to do so for the Five Hotel in Paris.

The five hotel paris from ahumnicki

Glittaste- Lifestyle

An example of lifestyle, is "Gilt Taste"- a magazine that reunites the idea of an interactive magazine with stories and recipes and the idea of groupon, with limited sales and interesting discounts. However, the particularity of the this website/magazine, is that it focuses only on gourmet foods and wine. Of, course, it has been expanded to also provide other products such as housing, womens' clothes etc... but the initial 'lifestyle' idea was for gourmet food and wine. The only negative side to it, is that so far, it is only available in the US...

How can a hotel without a 'lifestyle vibe' develop an effective content strategy? Being 'lifestyle' is a choice, and can cost quite some money, but in order to have effective content strategy it is not necessary. In order to have an effective content strategy, a 'dull' hotel, simply needs to be creative. Like mentioned in the case study of the 'five hotel', by creating interactive, fun methods to engage the consumer, the hotel may achieve a high level of content strategy, without being all hip and 'in-fashion' such as the W Hotels. 

TED-ED 4 Principles for the Open World

'THINK' Questions: 

Question 1: answer D (net generation)

Question 2: answer B (release his data and held the GoldCorp Challenge)

Question 3: When Don refers to the 'burning platform' he means that core activities such as Wallstreet, nearly brought down capitalism. He refers to it, as the cost of staying where you are is more expensive than the cost of radical change. 

Question 4: Transparency is making available to all information or as Don states it ' the communication of information', whilst sharing, he refers to as giving up assets (intellectual property) such as IBM giving away 4 

billion USD of software, giving IBM a multi-million dollar payoff. 

Question 5: answer B: (power becomes decentralized)

Question 6: answer E (the age of networked intelligence)

Question 7: To demonstrate his four principles, Don uses the example of starling birds near Edinburgh  which are said to come in 'murmuration'.  The principle purpose of this act, is to protect the birds from predators, in ways which require collaboration. For the best interest of each bird, they must collaborate together to create a collective power- just like in the human world. Furthermore, he refers to the fact that in this murmur, there is leadership, but not one leader. 

Phrase.It

The Power of Mobile- Class Exercise

1. What is ASAT and 3 non- traditional examples:

ASAT stands for any screen, any time, mobility and internet access anywhere and anyhow.

Three Examples from Slideshare: airplanes using it to tell their customers when they are landing, on the treadmill  in a gym, and on a car's dashboard. 

2. What is meant by mobile enhanced experience? 


Mobile enhanced experience refers to using mobile devices in situations where all you have is your mobile to enhance your experience. Such as when visiting a city, from a bus you see a restaurant you want to try. You type the name of the restaurant into your mobile to be able to come back later and try the restaurant. This creates a positive experience and enhances your trip, through simple acts on your mobile device. 

3. How could a hotel provide a mobile enhanced experience?

A hotel could provide such experiences, for guests, for example, the guest could take pictures of their activities in the hotel (ie. such as a massage or a meal) and share with friends, in exchange for a discount at the bar. Or, when a guest touring the city sees a restaurant they are interested in, they could take a picture, show the hotel the restaurant, and have the hotel book a table for the next day. This would create a mobile enhanced experience for the guest. 

A hotel could use vine to enhance mobile experience, by creating vines of the hotel rooms and services, or advertising events that will occur in the week through fun vines. They can also create welcome vines that will be published on a guest's twitter once they have checked in.  Furthermore, they can create vines on recommendation of places to visit or eat around the hotel. 

4. List the customer decision journey digital touchpoints shown in one of the scenerios. 


From scenario 1, the customer decision journey digital touchpoints are as follows: 
* watching tv- touchpoint 1: sees the advert for a trip

*visits the website on a mobile phone: touchpoint 2: using the mobile for more information

*visits the website again: touchpoint 3: using a computer to re-visit the website

*calls to book the holiday: touchpoint 4: uses the mobile phone to make a reservation

*check emails for the confirmation: touchpoint 5: uses a mobile to check the email confirmation

Why Four Season Was Outrun by W Hotels?

A short presentation determining the reasons Four Season dropped from being 1st place in innovation and digital IQ to being 4th, while W Hotels took over, within a very short time frame.

Comparing hotel groups’ digital iq from MarieGodard