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Tim Peter Cendant Hotel Group Using the Internet to Engage Consumers

Tim Peter Cendant Hotel Group Using the Internet to Engage Consumers. Agenda. Why Cendant Hotels? Why focus on engagement? What is CHG doing?. Cendant Hotel Group. Hotel Group overview.

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Tim Peter Cendant Hotel Group Using the Internet to Engage Consumers

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  1. Tim Peter Cendant Hotel Group Using the Internet to Engage Consumers

  2. Agenda • Why Cendant Hotels? • Why focus on engagement? • What is CHG doing?

  3. Cendant Hotel Group

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

  5. Brand Web sites • Hosted 40 million unique visitors in 2005 who booked +$300 million in gross revenue • Largest central reservations channel • Third-party recognition • Most visited hotel Web sites (comScore, March 2006) • Lodging Hospitality 2002 Chain Leadership Award for Technology for booking engine redesign 

  6. Why engagement matters • Loyal and engaged customers • Stay more often – up to twice as many purchases (nights) • Spend more money • Shop around less

  7. Consumers shop mercilessly • Consumers seek value • Customers start their research on a travel aggregator site • Aggregators serve as search engines • Property sites (ideally) serve as ‘find engines’ • Hours and days are spent researching travel online • All share information with other consumers (guests) • All compare products (hotels)

  8. Framework for engagement – Hotel space • Collection of brands that they trust • Location/proximity • Price/value • Objective information • Amenities offered • Definitive quality ratings • Will I like it when I get there?

  9. Travelodge

  10. Travelodge Search

  11. Property Merchandising – Before

  12. Property Merchandising – After

  13. E-Commerce engagement • Think about the end use • Will I like it when I get there? • Will I like it when I get it home? • Answer the consumer’s questions • Price/value • Allow consumers to easily assess value of product • Ensure objective view of information • Clearly define quality for consumers in their terms

  14. Friend or foe?

  15. Tim Peter Director, Internet Product Development Cendant Hotel Group

  16. RSS – Friend? • Provide greater distribution • Require guest to care enough to engage • Keep brand in front of guest

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

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