CHOICE HOTELS
Natasha Berry, Ryan Blum, Dan Durkin, Vivian Zhou || December 2014
CHALLENGE
How do we drive as many people as possible to book their next trip through Choicehotels.com (CRS)?
CHOICE HOTELS
CONSUMER PREFERENCES
33-64 yo, < $100k household income business & leisure, travel upto 50k miles a year value for money
books online
convenience
reads reviews
staff attitude
compares prices
good food & TV
donâ&#x20AC;&#x2122;t care much for social media or apps
sources: http://deloitte.wsj.com/riskandcompliance/files/2014/09/customerloyaltyPOV.pdf http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1044&context=commpapers http://www.consumeraffairs.com/travel/choice_hotels.html http://mythreecents.com/reviews/choice-hotels
issues redeeming / accruing points & rewards bad front desk service lack of flexibility
CHOICE HOTELS
SEARCH INTERESTS
“choice rewards” “choice privileges” “choice coupons” mid-state / east-southern regions
IHG Wyndham Best Western Comfort Inn Choice Hotels “hotels near me”
Trends: US, past 12 months
Correlate: US, past month
CHOICE HOTELS
SOLUTIONS
simplicity
service
value
enabling customers to book and check-in without hassle and confusion through creating a seamless UI / UX for website and mobile
renewing commitment towards customers by optimizing hotel service that provides ease and efficiency customers are looking for
awareness
enabling customers to receive great value for their money by providing food chain favorites in-house and offering room discounts via on-the-road purchases
CHOICE HOTELS
VISION
“choice hotels, your best friend on the road”
CHOICE HOTELS
SERVICE & VALUE partnerships food chains / gas stations
CHOICE HOTELS
SERVICE consulting / evaluation / training
management consulting organizational evaluation
employee training
CHOICE HOTELS
BIG SPLASH BUDGET STANDARD || 3.5 MILLION 40% choicehotels.com redesign 5% choicehotels.com infrastructure 15% management consulting 15% employee training 12.5% partnership - food chains 12.5% partnership - gas co.
For 500k more... keyless entry pilot self-service check-in pilot
CHOICE HOTELS
BIG SPLASH BUDGET W/ EXTRA ALLOCATIONS || 4 MILLION
35% choicehotels.com redesign 5% choicehotels.com infrastructure 10% partnership - food chains 10% partnership - gas co. 12.5% management consulting 12.5% employee training 2.5% pilot: check in kiosks - software 2.5% pilot: check in kiosks - hardware 6% pilot: keyless entry - software 4% pilot: keyless entry - hardware
CHOICE HOTELS
PLANNING JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
choicehotels.com redesign || launch end of Q3 user testing + rapid design / development + agile sprint planning
mgmt consult. 2 months - end by Q1
employee training 2 months - end by Q2
secure partnerships contract negotiations + marketing planning
keyless entry pilot software dev + installations in ~10 properties
self-service check-in pilot software dev + installations in ~10 properties
CHOICE HOTELS
THANK YOU
Natasha Berry, Ryan Blum, Dan Durkin, Vivian Zhou || December 2014
BUDGET BREAKDOWN STANDARD
$
%
W/ EXTRA ALLOCATIONS
ChoiceHotels.com Redesign Creative Agency SOW
$1,400,000.00
40%
ChoiceHotels.com Redesign & Infrastructure
$1,600,000.00
Management Consulting
$500,000.00
Employee Training
$500,000.00
Strategic Partnership Food Chains & Gas Co.
$800,000.00
Pilot: Self-Service Check In Kiosks Software
$100,000.00
Pilot: Self-Service Check In Kiosks Hardware
$100,000.00
Pilot: Keyless Entry Software
$160,000.00
Pilot: Keyless Entry Hardware
$240,000.00
TOTAL
$4,000,000.00
ChoiceHotels.com Infrastructure $175,000.00 QA and other tech costs
5%
Management Consulting
$525,000.00
15%
Employee Training
$525,000.00
15%
Strategic Partnership Food Chains
$437,000.00
12.5%
Strategic Partnership Gas Co.
$437,000.00
12.5%
TOTAL
$3,500,000.00
100%
$
CHOICE HOTELS