Pictures are given prominence to understand each hotels’ offering. Destination guides have been expanded and micro-sites offer insight into specific hotel areas from sport activities and local shopping to restaurant and room experiences.
Experiential marketing is what the hotel is considering through its social media integration. The hotel will now analyse guests feedback through integrated guest commentary from Trustyou.com, an online reputation management company that condenses web reviews into a verified global ‘TrustScore’. The RMC also provides the hotel with industry feedback from common sites such as Tripadvisor and online travel agencies.
“80% of our customers go directly to their chosen destination on the website, seeking the information they need to choose or enhance their stay. Our focus has therefore been on understanding our different customer journeys and tailoring our new site usability accordingly,” said John Griffin, senior vice president brand and marketing, Mövenpick Hotels & Resorts.
The new site is available in German, English, Arabic, Russian, Simplified Chinese and French in addition to Korean, Turkish and Dutch at selected hotels. The booking engine is available in up to nine languages.
Direct bookings has so far reached just 5% for the Group but with the new site well in place, target growth in this segment is expected to increase by a further 20% in the next three years.
“By the end of 2012 we will have also introduced an improved smart phone website,” said Griffin.