Economy & Service

Marketing

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

Make your hotel online presence attractive to gain competitive advantages.

Main Applicant:

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

Co-applicant(s):

Murphy, H., EHL Hospitality Business School

Start and End Date:

01/09/2012 → 01/02/2014

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. 

Publication(s)

https://www.sciencedirect.com/science/article/pii/S0261517715001284

EHL Researcher Profiles