Tim Peter Cendant Hotel Group Using the Internet to Engage Consumers

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Text of Tim Peter Cendant Hotel Group Using the Internet to Engage Consumers

  • Tim PeterCendant Hotel GroupUsing the Internet to Engage Consumers

    Cendant Hotel Group - proprietary and confidential

  • AgendaWhy Cendant Hotels?Why focus on engagement?What is CHG doing?

    Cendant Hotel Group - proprietary and confidential

  • Cendant Hotel Group

    Cendant Hotel Group - proprietary and confidential

  • Hotel Group overviewHotel Group booked 4.3 million rooms by telephone, 8.3 million rooms by e-commerce and 2 million by global distribution systems in 2005

    Cendant Hotel Group - proprietary and confidential

  • Brand Web sitesHosted 40 million unique visitors in 2005 who booked +$300 million in gross revenueLargest central reservations channelThird-party recognitionMost visited hotel Web sites (comScore, March 2006)Lodging Hospitality 2002 Chain Leadership Award for Technology for booking engine redesign

    Cendant Hotel Group - proprietary and confidential

  • Why engagement mattersLoyal and engaged customersStay more often up to twice as many purchases (nights)Spend more money Shop around less

    Cendant Hotel Group - proprietary and confidential

    Chart2

    189.1266987109

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    120.9983255478

    206.6196145744

    159.3881789075

    168.0226767248

    291.6511326505

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  • Consumers shop mercilesslyConsumers seek valueCustomers start their research on a travel aggregator site Aggregators serve as search enginesProperty sites (ideally) serve as find enginesHours and days are spent researching travel online All share information with other consumers (guests) All compare products (hotels)

    Cendant Hotel Group - proprietary and confidential

  • Framework for engagement Hotel spaceCollection of brands that they trustLocation/proximityPrice/valueObjective informationAmenities offeredDefinitive quality ratingsWill I like it when I get there?

    Cendant Hotel Group - proprietary and confidential

  • Travelodge

    Cendant Hotel Group - proprietary and confidential

  • Travelodge Search

    Cendant Hotel Group - proprietary and confidential

  • Property Merchandising Before

    Cendant Hotel Group - proprietary and confidential

  • Property Merchandising After

    Cendant Hotel Group - proprietary and confidential

  • E-Commerce engagementThink about the end useWill I like it when I get there?Will I like it when I get it home?

    Answer the consumers questions

    Price/valueAllow consumers to easily assess value of productEnsure objective view of informationClearly define quality for consumers in their terms

    Cendant Hotel Group - proprietary and confidential

  • Friend or foe?

    Cendant Hotel Group - proprietary and confidential

  • Tim PeterDirector, Internet Product DevelopmentCendant Hotel Group

    Cendant Hotel Group - proprietary and confidential

  • RSS Friend?Provide greater distributionRequire guest to care enough to engageKeep brand in front of guest

    Cendant Hotel Group - proprietary and confidential

  • RSS Foe?Is this the right way to represent a brand?

    Cendant Hotel Group - proprietary and confidential