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Analysis and Comparison of Online Business Models

Analysis and Comparison of Online Business Models

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Analysis and Comparison of Online Business Models

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Presentation Transcript

  1. Analysis and Comparison of Online Business Models Marriott – Hotel Chain Hotel.de – Hotel Search site

  2. Agenda • Website introduction • Business models • Business model comparison • Business strategy • Customer benefitscomparison • Usability • Roomavailability check

  3. Chosen Websites • hotel.de AG • founded in 2001 with 16 employees, 420 employees in 2008 • operates a worldwide online hotels best-price-search and reservation service • one of the leading online reservation systems • over 210,000 registered hotels worldwide and 500,000 hotel reviews • headquarters in Nuremberg, Germany • one of the Germanys fastest growing technology ventures • Marriott International Inc. • worldwide operator and franchisor of hotels and related lodging facilities • leading lodging company • headquarters in Bethesda, Maryland, United States • ca. 3,000 lodging properties in U.S. & 67 other countries • hotels and resorts divided into 5 portfolio of brands • ca. 151,000 employees worldwide in 2008

  4. Hotel.de Business model

  5. Marriott.com Business model

  6. Business model comparison • Large numberofbusinessactors • Self-producedcontent • Special offersand additional services • Seamlessintegrationofexternalservices • Rich multimedianewsthrough web, e-mail, RSS • Online jobsearch, informationandapplication • Main revenuesgeneratedbycustomerbookings • Fewerbusinessactors • Supplierandusergeneratedcontent • Best-priceoffersandhotelreviewsasmainfocus • Loose cooperationwithexternalserviceproviders • News merely via newsletter • Online jobadvertisementsonly • Main revenuesfromcommissionfees

  7. Business Strategy classicalsimplifiedtourismdistributionsystem • Tourism core services, cooperate network • focus on online reservation • special access points for resellers • Possibly derived from resource based view • allocation of an integrated platform • “Market-Maker” • Online and phone reservation • incentives for resellers • Possibly derived from Marked based view • allocation in a niche

  8. Customer benefits comparison • Nobookingfeestopay • storing of personal information for a faster management of a reservation in future • Nobookingfeestopay • storing of personal information for a faster management of a reservation in future • offering of special propositions • providing the lowest rates • more detailed information (pictures, facilities etc.) • offers special rates (e.g. Senior rate) • search option for special propositions sorted by themes • overview of numerous offers + BP • 500.000 hotel reviews from other customers • further advantages for large business customers • services for special events • specifying additional preferences • hotel’s own online shop • Marriott reward-system reservation in the vicinity of an address / sightseeing / POI or on the basis of certain events

  9. Usability • Technical • General Usability

  10. Availability check • Availability check for a room in Berlin on Nov 1st 2008:

  11. The End Any questions?