Optimising Channel Selection for SME Hotels- Investigating Customer Preferences and Hotelier Channel Management

Make your hotel online presence attractive to gain competitive advantages.

Start & End Date

01/09/2012 → 01/02/2014

Main Applicant

Chen, M.-M., EHL Hospitality Business School

Co-applicant(s):

Murphy, H., EHL Hospitality Business School

External Funding

HES-SO

Project Description

How can small and independent hotels compete in the platform-dominated world? Hotels should strengthen their owned channels (website and social media) and leverage paid/earned channels. Hotels can improve their websites by offering information unavailable on paid/earned channels, using photos to communicate value propositions and points of difference, and using persuasive design to persuade and build trust. Hotels’ websites must be responsive as travelers have their preferred devices, and different device users have various preferences. For paid/earned channels, hotels should leverage platform tools (webinars and reports) and aim to be ranked higher than their competitors on the platforms.

Scientific Output

Murphy, H. C., Chen, M.-M., & Cossutta, M. (2016). An investigation of multiple devices and information sources used in the hotel booking process. Tourism Management, 52, 44–51. https://doi.org/10.1016/j.tourman.2015.06.004

Enhancing Eco-responsible Behaviors in the Hospitality Sector: Normative and Engaging Communication

Normative and committing communication strategies are effective in triggering sustainable behavior among hotel guests.

Efficiency vs. Well-Being: How Service Digitization Affects Hotel Staff

The aim of this research project is to understand how the digitalization of services impacts productivity and the well-being of the front-line workers as well as the customers’ satisfaction.