Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan Analysis...
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Transcript of Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan Analysis...
Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan
Analysis and Business Model Comparison – Hotel.de and Marriott
Analysis and Comparison of Online Business Models
Marriott – Hotel ChainHotel.de – Hotel Search site
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Analysis and Business Model Comparison – Hotel.de and Marriott
Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan
Agenda
Website introductionBusiness modelsBusiness model comparisonBusiness strategyCustomer benefits comparisonUsabilityRoom availability check
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Analysis and Business Model Comparison – Hotel.de and Marriott
Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan
Marriott International Inc.worldwide operator and franchisor of hotels and related lodging facilities leading lodging company headquarters in Bethesda, Maryland, United Statesca. 3,000 lodging properties in U.S. & 67 other countries hotels and resorts divided into 5 portfolio of brandsca. 151,000 employees worldwide in 2008
hotel.de AGfounded in 2001 with 16 employees, 420 employees in 2008operates a worldwide online hotels best-price-search and reservation serviceone of the leading online reservation systemsover 210,000 registered hotels worldwide and 500,000 hotel reviews headquarters in Nuremberg, Germanyone of the Germanys fastest growing technology ventures
Chosen Websites
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Analysis and Business Model Comparison – Hotel.de and Marriott
Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan
Hotel.de Business model
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Analysis and Business Model Comparison – Hotel.de and Marriott
Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan
Marriott.com Business model
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Analysis and Business Model Comparison – Hotel.de and Marriott
Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan
Business model comparison
Large number of business actors
Self-produced content
Special offers and additional services
Seamless integration of external services
Rich multimedia news through web, e-mail,
RSS
Online job search, information and
application
Main revenues generated by customer
bookings
Fewer business actors
Supplier and user generated content
Best-price offers and hotel reviews as main
focus
Loose cooperation with external service
providers
News merely via newsletter
Online job advertisements only
Main revenues from commission fees
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Analysis and Business Model Comparison – Hotel.de and Marriott
Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan
Business Strategy
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
classical simplified tourism distribution system
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Analysis and Business Model Comparison – Hotel.de and Marriott
Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan
Customer benefits comparison
No booking fees to pay
storing of personal information for a faster
management of a reservation in future
No booking fees to pay
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
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Analysis and Business Model Comparison – Hotel.de and Marriott
Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan
UsabilityTechnicalInvalid links 0,09% 0,4%
HTML validity 188 Errors 85 Errors
CSS validity 13 Errors 10 Errors
Usability with CSS off - -
Usability with JavaScript off + (some features disabled) + (some features disabled)
Usability with cookies off - +
RSS Feeds Marriott eBreaks -
Usability on handheld Automatic recognition of handheld devices
Completely dependent on the browser
Extra mobile website + -
Steps to book 6 7
General Usability
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Analysis and Business Model Comparison – Hotel.de and Marriott
Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan
Availability check
Availability check for a room in Berlin on Nov 1st 2008:
Offer • 3 hotels within a radius of 20 kilometers to the city center• search limited to offers from franchisees, subsidiaries and Marriott hotels
• 344 hotels within a radius of 20 kilometers to the city center (3 of them from Marriot)
Price • prices between 85 - 450 euro on the selected day
• prices between 25 – 4100 euro on the selected day
identical prices for the 3 Marriott hotels
Services • directions and transfer service to the hotel• map with the locations of the hotels
• directions to the hotel• an overview of fairs within desired reservation dates• map with the locations of the hotels