SADAOUI Yacine

FOLLIN-ARBELET Valentine

GODARD Marie

MBA2A

HOTEL USING ONLINE TECHNOLOGY STRATEGIES

How do the hotel concierges use technology to make

personal recommendations?

Hotel concierges are using more and more technology to make personal

recommendations to customers. Indeed they provide tips from certain

locations they know well through mobile application. There are over 200

concierges using this process and the pieces of information are regularly

updated.

How do they relate to 3rd party recommendation sites?

What is the strategy?

3rd party recommendation sites may be for example Foursquare, Qype, Yelp

or Google Place. These mobile applications are used by customers in order to

find the best places to go and share them with friends to create communities.

Ritz-Carlton Company is using particularly Foursquare to give customized

recommendations and pieces of advice to the guests: restaurants selection,

places to be…

This strategy aims at creating unique experiences and saving time to the

guests, allowing them to feel at home since they do not have to face hotel

employees, queue and lose time waiting for services. They can check-in, order

room-service before arriving in the hotel or while having a tour in the city for

example.

What is the strategy behind 'Art of the Craft'?

“Let us stay with you” is RC Company’s slogan. It means that the group’s

“ladies and gentlemen” (employees) gather their complementary skills to

create memorable moments for the guests. “Art of the Craft” is a concept

that is illustrated by a video representing special moments created by the

brand’s teams. For instance, guests may have access to cooking courses for

their children, have a cocktail in their honor or having their suit repaired at

any time. These ladies and gentlemen are craftmen/women because they

“create” experiences.

The strategy’s objective is to build unforgettable stories so that they can be

linked to the brand’s image and become loyal. They feel special and unique

guests among all the clientele. It is a very smart and efficient strategy.

Provide Analysis - compare Ritz Carlton online strategy to

Renaissance Hotels Navigator program

Ritz Carlton does not have any special website dedicated to conciergerie.

There is only an application based on Foursquare site that enables guests to

remain informed of RC concierges’ recommendations about the destinations

and places to go.

As far as Renaissance Hotels Navigator program is concerned, it is part of

Renaissance Hotels’ official website. The guests can choose a city, a hotel and

what there are interested in (food, drink, shopping…) and then get

information about the selected place. A Google map appears on the left hand

corner to show precisely where the place is with the phone number and the

address and then you can book a room in the hotel that is situated next to

that place.

Renaissance Hotel is well-organized and well-designed since pictures are well-

chosen.

Ritz Carlton have focused their communication strategy on video posts: for

instance “Art of the Craft”, which is also very well-done and well-designed.

The guests can easily find RC video posts on Youtube since they are grouped

together in RC channel.

To conclude, we can say that Ritz Carlton and Renaissance have very different

strategy concerning conciergerie programs. The more distribution channels

the brands have, the more customers they are able to reach. RC developed

their strategy on several platforms to enable “online customers” to use

various mobile devices. Instead, Renaissance group has allowed every

employee to post tips about the location. Indeed, nowadays the conciergerie

department is progressively changing to become virtual and more accessible

to all through online devices.