Team exercise
Base2Stay
Mélanie and Chloé
Our thoughts by going on the hotel’s website were as follow:
Target customers: young professionals, needing to stay for a few days in a smart and convenience place, with a special taste for design
The reach: family, groups and professional (information gathered the customers’reviews)
Classy but not too expensive (89 pounds)
Avantgardehotels.com
(Present on this reseller site)
Target: sophisticated, People looking for modern and design places to stay at, while being central. Heavy Internet users.
Reach: since there is no review it is very difficult to determine what type of customers end up on this site
Hotel image:
Base2Stay on its website does not sell itself as a boutique hotel but rather as an alternative from these types of hotel. On the reseller site, Base2Stay is categorized as a boutique hotel.
It seems that they are belong more or less to the same category
· Marketing program: It doesn’t seem that there is a marketing program as such. However, the image of this site appears to guaranty a certain type of customers which matches Base2Stay target market
· Affiliate programs: we didn’t find any on this site
Gtahotels.com
(Base2Stay is present on this site)
· Target: family, tourists, groups, middle class. People who not willing to search many different offers. Price driven customers
· Reach: seems to match the target according to some reviews and all the promotions that appear on the site
· Hotel image:
o Base2Stay is sold as a concept hotel in between a boutique hotel and serviced apartments located in a very convenient part of London city, with many tourist attractions next to it.
o All sorts of hotels, but discounted
· Marketing programs (only for customers)
o Best rate guarantee: a 100% of the purchasing price is refunded to the customer finds a lower rate on another website
o Rebate program: a rebate is offered to the customers as a reward for a long stay in one of these site’s hotel
· Affiliate program: They are offered to anyone who wants to place a banner about advertising the hotel and a commission is given for all the referred visitors who finalize a booking. The host of the affiliated programs can also access gtahotels’ database.
ToBook.com
Base2Stay is not present on this reseller’s site
· Target: Price sensitive customers, especially for tourists and groups. Looking for good value for money.
· Reach: we haven’t been able to find the customers’reviews. However, we think that people look at this site in order to get the best value for money and use it as an informative website to see what types of hotels there are around.
· Hotel image:
o If Base2Stay appeared on that website, the hotel would appear as cheap and offering big discounts which would hinder its first image.
o All types of hotels are listed in this website. The condition seems to be that the price of a room should less than 160 Euros
· Marketing program: we haven’t found any. However being present on this type of site will ensure a hotel’s visibility.
· Affiliate program: a 45% commission is sent to the host of the affiliate program
whenever a booking is made through its site/ blog
Conclusion
gtahotels.com and tobook.com do not correspond at all to what Base2Stay is and wants to target in the sense that they gather too many hotels from too many different categories. The main disadvantage being that there is no streamline or coherence among those hotels.
Secondly, the reseller websites that use affiliate program do not fit with Base2Stay as this hotel only has an inventory of 67 rooms. It is therefore too small.
Avantgarde is definitely the best reseller site this hotel could have chosen among the 3 studied. It fits its image and describes well, although it is classified as a boutique hotel
Our thoughts by going on the hotel’s website were as follow:
Target customers: young professionals, needing to stay for a few days in a smart and convenience place, with a special taste for design
The reach: family, groups and professional (information gathered the customers’reviews)
Classy but not too expensive (89 pounds)
Avantgardehotels.com
(Present on this reseller site)
Target: sophisticated, People looking for modern and design places to stay at, while being central. Heavy Internet users.
Reach: since there is no review it is very difficult to determine what type of customers end up on this site
Hotel image:
Base2Stay on its website does not sell itself as a boutique hotel but rather as an alternative from these types of hotel. On the reseller site, Base2Stay is categorized as a boutique hotel.
It seems that they are belong more or less to the same category
· Marketing program: It doesn’t seem that there is a marketing program as such. However, the image of this site appears to guaranty a certain type of customers which matches Base2Stay target market
· Affiliate programs: we didn’t find any on this site
Gtahotels.com
(Base2Stay is present on this site)
· Target: family, tourists, groups, middle class. People who not willing to search many different offers. Price driven customers
· Reach: seems to match the target according to some reviews and all the promotions that appear on the site
· Hotel image:
o Base2Stay is sold as a concept hotel in between a boutique hotel and serviced apartments located in a very convenient part of London city, with many tourist attractions next to it.
o All sorts of hotels, but discounted
· Marketing programs (only for customers)
o Best rate guarantee: a 100% of the purchasing price is refunded to the customer finds a lower rate on another website
o Rebate program: a rebate is offered to the customers as a reward for a long stay in one of these site’s hotel
· Affiliate program: They are offered to anyone who wants to place a banner about advertising the hotel and a commission is given for all the referred visitors who finalize a booking. The host of the affiliated programs can also access gtahotels’ database.
ToBook.com
Base2Stay is not present on this reseller’s site
· Target: Price sensitive customers, especially for tourists and groups. Looking for good value for money.
· Reach: we haven’t been able to find the customers’reviews. However, we think that people look at this site in order to get the best value for money and use it as an informative website to see what types of hotels there are around.
· Hotel image:
o If Base2Stay appeared on that website, the hotel would appear as cheap and offering big discounts which would hinder its first image.
o All types of hotels are listed in this website. The condition seems to be that the price of a room should less than 160 Euros
· Marketing program: we haven’t found any. However being present on this type of site will ensure a hotel’s visibility.
· Affiliate program: a 45% commission is sent to the host of the affiliate program
whenever a booking is made through its site/ blog
Conclusion
gtahotels.com and tobook.com do not correspond at all to what Base2Stay is and wants to target in the sense that they gather too many hotels from too many different categories. The main disadvantage being that there is no streamline or coherence among those hotels.
Secondly, the reseller websites that use affiliate program do not fit with Base2Stay as this hotel only has an inventory of 67 rooms. It is therefore too small.
Avantgarde is definitely the best reseller site this hotel could have chosen among the 3 studied. It fits its image and describes well, although it is classified as a boutique hotel
posted by melanie | 3:34 PM
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