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Lim Su Kuan Shawn

Emmett Goh Jun Wei

Koh Shiao Han

Kwek Ming Fang Trudy

Nur Fatin Amirah Binte Subagio

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Mohamed Syahrizad Bin Mohd Salleh

Nur Syafiqah Binte Musa

Ng Wen Yi

Nur Hidayah Binte Roslan

Ng Qifang Pearlyn

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Viknes Nayagan

Amit Pritam

Hazirah Ismail

Arjun Nikhil Sriram

Zorca Denese Ruselle Belda

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Lee Zeann Christiana

Mohamad Shaziq Haziq Bin Mohd Shukri

Keith Kee Ren Kan

Bernice Tang Yi Xian

Claire Ling-Yi Huang

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Christine Grace Clarin Labong

Pamela Zhou Lijing

Sarah Loh Shoon Hui

Tan Yan Ru Valery

Chan Ching Yi

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Why might someone choose a hotel versus an AirBnB?

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Why might someone choose a hotel versus an AirBnB?

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Let’s map out some ideas together. In your group, discuss:

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Let’s map out some ideas together. In your group, discuss:

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What are the touch points the hotel/airbnb might have with their customers?

Which of these touch points are earned, owned, and paid?

Interview one of your teammates to discover their needs when it comes to booking a room.

Gather and share insights and needs from your interviews.

Create a rich picture on content ideas, owned media, earned media and paid media. Search for the term “rich picture” to get a better understanding of what it means.

Submit your answer as a team here 👉 Add your answer by clicking the + button.

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What are the touch points the hotel/AirBnB might have with their customers?

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What are the touch points the hotel/AirBnB might have with their customers?

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Before Purchase:

Hotels/AirBnB

1. Social Media

Ads

Referrals (Influencers)

Organic (Friends & families)

2. Google search engine (hotels in xx location)

3. Word of mouth

4. Third-party apps (e.g. booking, agoda, trip)

During a Purchase:

Hotels

1. Flights comparison websites (skyscanner)

2. Third-party websites (e.g. Bookings.com, agoda.com, trip.com)

3. Cashback websites (eg. Shopback)

4. Credit Card Promotions (e.g. earn miles)

5. Customer Loyalty Programme

AirBnB

1. AirBnB app/website (e.g. filter options)

2. Check AirBnB reviews (e.g. number of stars, cleanliness, safety, location)

3. Messaging on AirBnB (enquiries on address, arrival details & personal information)

4. Third-party messaging apps (e.g. whatsapp)

5. Buy now, pay later (50% upfront, 50% later)

6. Email reminder of upcoming trip

After Purchase:

Hotels

1. Email confirmation

2. Email Reminder

3. Check in

4. Experiences (Breakfast, Housekeeping)

5. Reviews (Google, Social Media, Third-party)

6. Feedbacks/Survey to management

7. Reception desk

AirBnB

1. Left a review (as experience differ largely from reviews)

2. Check in process (Meet & greet the host)

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Which of these touch points are earned, owned, and paid?

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Which of these touch points are earned, owned, and paid?

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Earned

Reviews (Travellers)

Feedback

Word of Mouth

Owned

Apps

Websites (blogs, landing pages)

Social Media

Newsletter/email marketing

Paid

Social media/Google ads

Referral (e.g. influencers marketing/ UGC etc)

Retargeting ads

Partnerships

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Trudy: She wanted to check out places to go visit, so she went on TikTok to check out nature places. She found China (Yang Shuo) which piqued her interest so she Googled Yang Shuo hotels, which led her to booking.com. She sorted out her options according to the different filters, read through the reviews of the top 5 options, clicked on the map to see if it's in central locations, checked for reviews of people's experiences - specifically in female dorms because she is a solo female traveller. She then went to trip.com to compare with other options, but she realised that there weren't alot of options, so she went back to booking.com to check-out using a credit card. During check out, she also used the Shopback function.

Considerations: location (central), pricing, shared/private room, reviews.

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Hanni: Travelled to Spain, filter by ratings within x budget eg $60 a night, found a cute place and compare other places through booking.com, search if neighborhood is safe (Google), look at 2 places and compared facilities pros and cons (e.g. breakfast, bathtub, large room), paid through booking.com and shopback for cashback, paid through cashback credit card, communicated with host through booking.com of the preferred check in time, smooth process of checking in, left a good review on social media and Youtube!

Considerations: aesthetic, cleanliness, pricing, ratings, uniqueness, location (quieter spots), safety, amenities/facilities

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Shawn: Started planning for the trip using third party websites. She compared the options available and discussed it with her family. Shawn then went to the hotel website to check if the price is cheaper. She booked on the main website or third party website depending on which was cheaper.

Considerations: room size, convenience of location and family preferences.

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What are the touch points the hotel/Airbnb might have with their customers?  

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What are the touch points the hotel/Airbnb might have with their customers?  

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Hotel Touch points:

These touch points provide opportunities for the hotel to make a positive impression, build relationships, and ultimately drive customer loyalty.

Pre-Arrival

1. Website and Online Booking: A user-friendly and informative website with clear pricing and high-quality images can influence booking decisions.

E.g Expedia & the hotel’s website

(Reference:: https://www.raffles.com/singapore)

2. Social Media: Engaging social media presence can attract new guests and enticing the hotel's personality and atmosphere. Interactive content, promotions, and positive reviews can build excitement and trust.

E.g Tripadvisor and Google Reviews

(References: https://www.tripadvisor.com.sg/SmartDeals-g294265-Singapore-Hotel-Deals.html)

3. Email Communication: Confirmation emails, pre-arrival reminders, and personalised offers can keep guests informed and engaged. Also, maybe offering freebies or offering massage packages can help to create excitement for their upcoming stay)

4. Customer Service Interactions: Prompt and helpful responses to prices and understanding the customers pain point. E.g. Providing prompt replies via email or tele-enquiries.

5. Word-of-Mouth: Customer recommendations and reviews play a major role in influencing booking decisions

The Stay

1. Check-in and Check-out Process: A smooth and efficient check-in process is expected.  Friendly staff  and minimal waiting times sets a positive first impression. Hotel is usually easily identifiable from afar.

2. Guest Room Experience: The guest room is the central focus of the stay. Cleanliness, comfort, and amenities contribute to customer  satisfaction.

3. Hotel Facilities and Services: Access to amenities like restaurants, pools, fitness centers, and spa services enhances the guest experience. Staff should be knowledgeable and attentive to guest’s needs and wants.

4. In-Room Communication: Clear signage, in-room directories, and guest service hotlines provide easy access to information and assistance.

5. Housekeeping Services: Regular and thorough housekeeping ensures a clean and comfortable environment. Staff should be discreet and respectful of guest privacy.

6. Dining Experiences: Hotel restaurants and in-room dining options should offer a variety of cuisines and cater to different dietary needs. Quality food, attentive service, and a pleasant ambiance contribute to a memorable dining experience.

7. Concierge Services: Concierge staff should be knowledgeable about local attractions, transportation options, and event recommendations, providing guests with valuable assistance.

8. Guest Feedback Channels: Feedback forms, surveys, and informal interactions allow guests to provide feedback on their experiences, helping the hotel identify and improve customer satisfaction.

Post Stay

1. Thank You and Follow-up: A personalized thank-you email or note acknowledges the guest's stay and expresses gratitude for their patronage.

2. Post-stay Survey: A feedback survey allows guests to provide more detailed ratings and comments about their experience.

3. Loyalty Programs: Loyalty programs reward repeat guests with points, discounts, and exclusive perks, encouraging continued patronage.

4. Social Media Engagement: Responding to online reviews, engaging with guests on social media, and highlighting positive feedback demonstrates the hotel's commitment to guest satisfaction.

5. Promotional Offers: Personalized promotions and special offers can incentivize guests to return for future stays. Emailing them periodically to earn customer loyalty.

Airbnb Touchpoints

Pre-Booking Touchpoints:

1. Website and App: The Airbnb website and app serve as a discovery channel for potential guests. The user interface, search functionality, listings information, and reviews play  role in shaping the customer's initial impression and influencing their booking decision.

2. Social Media: Airbnb actively engages with customers on social media platforms like Facebook, Instagram, and Twitter. This provides a platform for potential guests to ask questions, share experiences, and engage with the brand.

3. Advertising: Airbnb utilizes online and offline advertising channels to reach potential guests. Targeted ads based on travel interests and demographics can drive traffic to the website and app.

4. Word-of-Mouth: Customer recommendations and reviews play a major role in influencing booking decisions. Airbnb encourages positive word-of-mouth through its referral program and social media engagement.

Booking Process Touchpoints:

1. Search and Listing Filter: The search and listing filter functionality allows guests to refine their search based on specific criteria, such as location, amenities, and price. This helps guests find suitable accommodations and enhances their search experience.

2. Listing Details and Reviews: Detailed listing information, including photos, descriptions, and host reviews, provides guests with the necessary information to make an informed decision. Transparency and clear communication are crucial at this stage.

3. Pricing and Payment: Airbnb's pricing transparency and secure payment gateway contribute to a seamless booking experience. Clear pricing information and flexible payment options are essential for building trust and encouraging bookings.

4. Communication with Host: Airbnb facilitates communication between guests and hosts through its messaging platform. This allows guests to ask questions, clarify details, and coordinate their stay.

Pre-Arrival Touchpoints:

1. Booking Confirmation and Reminders: Airbnb provides confirmation emails and reminders to keep guests informed about their upcoming stay. This helps manage expectations and ensures a smooth arrival process.

2. House Rules and Check-in Instructions: Airbnb hosts provide house rules and check-in instructions to guests. Clear communication and expectations can prevent misunderstandings and ensure a positive experience.

3. Travel Recommendations and Concierge Services: Airbnb offers personalized travel recommendations and concierge services to enhance the guest experience. This can include local attractions, dining suggestions, and transportation options.

During-Stay Touchpoints:

1. Accommodation and Amenities: The quality and condition of the accommodation, along with the availability of amenities, directly impact the guest's experience. Airbnb sets expectations and provides guidelines for hosts to maintain high standards.

2. Host Interaction and Hospitality: The host's responsiveness, helpfulness, and local knowledge play a significant role in shaping the guest's overall experience. Airbnb encourages hosts to provide warm hospitality and make guests feel welcome.

3. Housekeeping and Maintenance: Airbnb has policies and guidelines for hosts to ensure that accommodations are clean, well-maintained, and safe for guests. Regular housekeeping and prompt maintenance requests are essential.

4. Guest Support and Feedback Channels: Airbnb provides guest support through various channels, including a help center, live chat, and phone support. This allows guests to address issues promptly and share feedback.

Post-Stay Touchpoints:

1. Checkout and Feedback Provision: Airbnb facilitates a smooth checkout process and encourages guests to provide feedback on their stay. This feedback is crucial for hosts to improve their offerings and for Airbnb to maintain quality standards.

2. Post-Stay Communication and Resolution: Airbnb provides a platform for hosts and guests to resolve any issues or concerns that may arise after the stay. This helps maintain guest satisfaction and prevent negative reviews.

3. Loyalty Program and Rewards: Airbnb's loyalty program rewards repeat guests with discounts, exclusive offers, and other perks. This encourages brand loyalty and promotes repeat bookings.

4. Marketing and Re-engagement: Airbnb uses guest data and preferences to send targeted marketing emails and promotions. This can encourage repeat bookings and introduce guests to new destinations and experiences.

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Which of these touch points are earned, owned, and paid?

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Which of these touch points are earned, owned, and paid?

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Earned:

1. Word-of-mouth and Reviews (Tripadvisor and Trivago)

Owned:

1. Website (Raffles hotel), (Airbnb App)

2. Social Media (Facebook, Instagram and Tiktok)

3. Email Newsletters

Paid:

1. Third-Party Booking page (Tripadvisor, Booking.com, Trivago)

2. Ads (Google Ads, Facebook Ads)

3. Social Media Advertising (Influencers, Sponsored post)

4. SEO

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Interview one of your teammates to discover their needs when it comes to booking a room.

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Interview one of your teammates to discover their needs when it comes to booking a room.

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Insights and needs from the interview:

Amit is a well-travelled individual with experience in both solo and group travel. He has stayed at both Airbnbs and hotels, and has a good understanding of the pros and cons of each. Amit looks for accommodations that are comfortable, convenient, and well-maintained.

Key Insights/needs:

He prefers to stay in Airbnbs when travelling with friends because they can accommodate large groups.

When travelling solo, he prefers to stay in hotels because he only needs a basic place to sleep.

The most important factors for him when choosing an accommodation are location, comfort, and privacy.

He does his research on accommodations by reading online reviews and looking at photos.

He is open to trying new things and experiencing different types of accommodations.

He is  a value-conscious traveller and often looks for good deals.

He is interested in building relationships with his hosts and appreciates excellent customer service.

Demographic:

Age: 35 (Millennial)

Gender: Male

Travel experience: 5 years of travel experience in Europe and Asia

Travel companions: Solo and with friends

Accommodation preferences: Airbnbs for group travel, hotels for solo travel

Psychographic:

Travel goals and motivations:

Group travel: Find a comfortable and spacious accommodation that can house 3-5 people

Solo travel: Find a basic and convenient accommodation to meet basic needs

Travel priorities:

Location: Close to attractions

Comfort: Amenities, privacy, and overall comfort level

Research and booking process:

Hotels: Relies heavily on Google reviews, especially from Asian customers

Airbnbs: Reviews, host profile, and connection with the host

Additional insights:

Values comfort, convenience, and authenticity in travel experiences

Enjoys exploring new places and experiencing different cultures

Open to trying new accommodation options like Airbnbs

Recommendations for hotels & Airbnbs:

Airbnb could focus on marketing its large group accommodations to travellers like Amit.

Hotels could highlight their amenities and services to attract solo travellers.

Both Airbnb and hotels could emphasise the quality of their accommodations and the satisfaction of their guests.

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Create a rich picture on content ideas, owned media, earned media, and paid media. 

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Create a rich picture on content ideas, owned media, earned media, and paid media. 

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I like that the team split their interview among the team who were different forms of travellers such as solo, couple and family travellers.

I like that the team split the during and after the purchase with hotel and AirBnb because it differs between the 2 options.

I like that the team summarised the considerations of the different kinds of travellers so that it is easier for us to digest.

I wish that in the venn diagram the team could have shown some of the media that lies in the intersection of the venn diagram for instance, mentions and reposts could lie in the intersection of earned and paid media.

I wish that the rich picture has more drawings instead of words.

I wonder which media (owned, earned or paid) is most effective in driving sales for airbnb/hotel.

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I like:

- that the team categorised your customer journey according to before, during and after purchase.

-listed out some of the considerations depending on the travelling pax and the differing decision-making process.

the rich picture showed it according to the funnel.

I wish:

- the rich picture depicted a more interconnected relationship between touchpoints, as it felt quite linear.

I wonder:

- if the customer loyalty programme is only limited to “during” a purchase because sometimes they are offered to join before/after too.

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I like the pov of different type of travellers in the presentation, the chart showcasing the different type of media and the information on bnpl for airbnb

I wish to see the different factors involving jtbd , if the graph chart could include anything in between (eg social media in between earned and owned)

I wonder what's the market share airbnb have over hotels on this.

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I like...

- They split the touchpoints of a customer's journey to before, during and after.

- detailed interview of their teammate's travel journey and considerations

-3 variations of different types of traveller (solo, couple and family)

I wish

- the rich picture shows more of the connections between the different touchpoints

I wonder how else can Airbnb increase it's touchpoints with their customers

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Hidayah

3 - Touch points are seemingly accurate as what I would experience when making a booking.

- Interview shows different perspectives of travelers.

- Presentation was well led.

2 - Rich picture could be elaborated during presentation

1 - I wonder how similarly or differently the different types of travelers would plan their trips if they had to go solo, as a couple or as a family.

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I like:

1. Strong use of Jobs to be done framework

2. Earned, owned and paid media was done to a high standard.

3. Well presented

I wish:

1. live image could have been elaborated on further

I wonder:

If the touchpoints will become more in the future as consumers get more demanding