1. Hotel Le Bristol : Presentation and startegies to attract customersLe Bristol Paris' exemplary service and unrivalled elegance make it the hotel of choice in the French capital. The hotel is located on the prestigious rue du Faubourg Saint-Honor at the heart of Paris' fashion and arts district, where it has been welcoming its guests since 1925. Its 188 rooms and suites have undergone extensive refurbishment, and are spacious and bright, decorated in classic eighteenth-century style. With its numerous monuments and museums, its parks and countless boutiques, guests will never finish exploring Paris. The concierges of Le Bristol Paris, member of the Clefs d'Or association, are here to help them plan their visit to the city and all its secret corners. Nothing is too much trouble for the concierges at Le Bristol, whether customers need restaurant reservations, theatre tickets, car rental or simply some expert advice. Website : http://www.lebristolparis.com 2. Rooms and Suites Since 1925 the hotel has been welcoming its esteemed guests to stay in its 188 rooms, of which 92 are suites. The spacious and light-filled rooms and suites have undergone extensive refurbishment and are decorated in classic eighteenth-century style. Fabrics are only selected from the most prestigious companies. The prints, paintings and mirrors are all authentic, as reproductions are not allowed at Le Bristol, which is owned by a family of art collectors.Spa Hotel Paris Well-being is at the heart of Le Bristol Paris, which boasts a swimming pool with breathtaking views over the Paris rooftops, and the Spa Le Bristol by La Prairie, comprising eight treatment rooms, a fitness centre and a kids' club. Bars and Restaurants at Le Bristol Chef Eric Frechon, triple Michelin-starred chef, is responsible for the restaurants and bars at Le Bristol Paris, and proposes three different dining experiences: Every day at Epicure he creates exquisite and inventive cuisine in the newly designed dining room, bathed in natural light. 114 Faubourg, le Bristol's luxury brasserie, has a delightfully warm and welcoming Parisian atmosphere. It is overseen by Chef Eric Desbordes, under the supervision of Eric Frechon. Le Jardin Francais is a chic, cosmopolitan, very Parisian meeting place, at any time of day. The Bar at Le Bristol is the new place to go for a night out in Paris. 3. Customer's journey and targeted guests The targeted customers are most likely to be people in their mid 40's, who are traveling in family and who are looking for an incredible stay, with services and amenities that suits their every needs and wants. Those customers must have a certain level of income and an important purchaing power as the minimum price for a room is around 900 Euros/night. The situation of the hotel is also very interesting as it is situated in the most secured area of Paris, next to the Presidential Palace and a few minutes away from the touristic spots of the capital (Champs Elyses, Concorde, Eiffel Tower...) The customers journey can be described as follows : Research a hotel : the guest looks for the best establishment, suiting his needs in terms of room space, location, price, amenities... by comparing all the alternatives Make the reservation : the client found his preffered hotel and decide to try it. Before that, he looked for the reviews of the hotel on site such as Tripadvidor. Arrive at the hotel : the guest experiences the services offered by the hotel as soon as he steps inside (groom, doorman...) Check In : the customer is welcomed and has his first discussion with the receptionnist and level the quality of the hotel with the quality of the exchange Use guest room : the customer experience his room, see if what he have seen on internet is real or not. This is the moment during which the guest level the value for the money. Use amenities : the client can try all the amenities of the hotel and determine if the hotel can please him or not, according to his tastes Pay and Check Out : the guest leaves the hotel and speaks about his experience with a staff member Share his experience and review : to finish, the guest rate the hotel and discuss about his experience (whether it was good or not) on blogs, platform and try to help other travelers by providing advices. 4. How to make a customer choose your hotel? The selection of a hotel is based on many points composing some kind of experience and purchase path that need to be engaging and attractive : 1 : Engaging strategy Create valuable content and develop sharable content on an emotional and useful level : Create content that include text, image and videos, publish continuously relevant content, entertaining and informative to the targeted customers, transmit the message with real people in order to enhance the authentic aspect of your commiunication, distribute the content on several social medium that enable sharing and creating interactive mapping so that customers know what's around. Example : produce brand videos that people can share : Airbnb posted this video in 2011, in order to show the potential customers how easy the platform is and how normal people use it. The content is verry authentic, easily understandable and attratctive As we can see it, the video has almost 1 800 000 views ! 5. 2: Startegic differenciationYou need to make people understand how your hotel is better than your competitors. For that, the hoteliers need to act as a filter and provide relevant information about the estalishment : for example, you can provide rate comparison from competitors. The important point is also to create some kind of community so that the loyal guests can give their preferences in advance (type of pillow, type of food and drink, allergies...). The goal is to make them feel at home ! Once the customer has define his critarias (location, price, amenities...), we need to be able to provide him the best accomodation according to his taste. To make you authentic, it would be wise to include guest reviews. Example : Ritz-Carlton's mobile app, including all the required information about the group's hotels and the ability to send messages to the hotel staff. 6. 3: Collaborative startegy :Involve the guests by creating a hotel community, make people use their knowledge and enthusiasm to contribute and help others. Guests need to share their travel tips, findings, hotel experience and more in a collaborative plateform. Make people create a personnal profile and express themselves on your hotel blog. You need to enhance participation by asking questions, offering gifts, loyalty points and recognition. This kind of community can also help the hoteliers to improve their offer according the reviews and comments and thus develop new concepts that will help them to gain competitive advantage. An example of this is the Hitlon's Facebook page. 7. 3: Collaborative startegy :Involve the guests by creating a hotel community, make people use their knowledge and enthusiasm to contribute and help others. Guests need to share their travel tips, findings, hotel experience and more in a collaborative plateform. Make people create a personnal profile and express themselves on your hotel blog. You need to enhance participation by asking questions, offering gifts, loyalty points and recognition. This kind of community can also help the hoteliers to improve their offer according the reviews and comments and thus develop new concepts that will help them to gain competitive advantage. An example of this is the Hitlon's Facebook page.