This is where international exhibitors of all sectors of the travel-value chain, Asia Pacific’s leading travel companies and emerging small and medium-sized enterprises meet with top international buyers from the MICE, Leisure andCorporate Travel markets. Singapore 23-25 October 2013 Check the site for details.
This is where international exhibitors of all sectors of the travel-value chain,
Asia Pacific’s leading travel companies and emerging small and medium-sized enterprises meet with top international buyers from the MICE, Leisure andCorporate Travel markets.
23-25 October 2013
Check the site for details.
Many high-end businesses (such as luxury hotels) don’t dignify ecommerce and use the web for pure communication. They could not be more wrong.
NB: This is an opinion by Thibault Lécuyer at FastBooking.
Heavy flash animations that don’t show on your iPad? Lengthy videos with annoying music with no specific purpose? Yes, you’re on a luxury website.
When it comes to defining what luxury means in a digital environment, the best is to stick to the basics: elegance in terms of shapes, fonts, colors; some subtlety when displaying a price or an invitation to buy.
But please, remember its a tool, not a cinema ad.
The switch is recent. From non-existent, luxury ecommerce now represents 4-6% of the Euro 200 billion in sales of luxury goods in the world, says a study by Enora Consulting.
Its growing at a pace of 20% per year. Three years ago, in a study on digital strategies for luxury brands, Publicis made no mention of ecommerce, concentrating on communication, storytelling, and exclusivity.
Change is coming.
Finding the right balance is tricky. This is one of the reasons for the long-existing prejudice that says online luxury is the enemy of usability. It is not.
Would you buy a Vuitton bag that is hard to open? Would Porsche consider the gearstick to be ugly and hide it? Nothing should be easier to manipulate than a luxury product.
The website must be too. Actions must be obvious, and the user should spend time using it, not wondering how it works.
Usability is a consequence of what you want to say to your customers. If yours is a luxury brand you have a story to tell and something to sell.
If you have a story you have content and your website is an ideal place to display it with words and pictures–with a view to selling it. In this area, Burberry’s website is best in class.
Ecommerce functions are present: from the clear menu to the clear shopping cart, everything is where you expect it to be.
While photos remain the star of the website, prices are shown discretely for every product, and the user experience with search results is fantastic.
Burberry did so well that its director, Angela Ahrendts, got recruited by Apple to manage online and offline sales.
Make sure you separate clearly the discovery process from information linked to the buying process. And don’t surprise site visitors when they take out their credit card.
Your customers want the experience on your website to feel as much as possible like their experience in the hotel: clarity, discretion, with real opportunities to spend their money.
Again, Burberry does this very well: the purchasing process looks like any other purchasing process. In the hotel industry, Hotel Le Negresco, the Riviera’s grandest Palace does the job very well.
The website brings you deep into the hotel’s magnificence and history, while giving you permanent access to practical and booking information.
Here again, the buying process is clearly separated from the discovery process.
Approaching the web with an ROI mindset is the best favor you can do to high-end clients. They will expect it.
NB: This is an opinion by Thibault Lécuyer at FastBooking.
NB2: Luxury hotel technology image via Shutterstock.
Pershing Hall joins the more than 1200 hotels subscribing to the FastBooking FG chain code. The Combined Consortia and Corporate Care program guarantees the hotel complete handling of their RFP tool and all Corporate and Consortia submissions, active marketing of the hotel to selected corporations by the FastBooking GDS team as well as newsletters and other marketing opportunities to travel managers, Travel Management Companies, Business Travel Companies, in-house travel departments and travel agents.
Demand for serviced apartments has grown dramatically over the last 10 years, fuelled by gradually improving product knowledge, an understanding of the benefits of serviced apartments amongst corporations and leisure customers, improving standards of apartments and the arrival of major brands into the sector. The latest Global Serviced Apartment Industry Report 2013/2014 confirms that the sector continues to mature in certain regions, and there is considerable room for growth.
“We help hoteliers drive online brand visibility, maximize direct website bookings and profits, and have a better understanding of their market,” says Paul Ponçon, FastBooking Vice President, Sales EMEA. “We are very excited about working with The Doyle Collection. We have years of experience improving direct website reservations for city-center, luxury hotels.”
FastBooking will develop a website integrated with the FastBooking Engine for The Doyle Collection for markets speaking French, Italian, Spanish and German and will manage SEM in these languages.
FastBooking, one of the world’s leading-edge products and solutions providers for the hospitality industry, announces a partnership with Hikaku.com, supplier of hotel distribution channel manager, Temairazu Net. The partnership will facilitate Asian hotels’ which use Temairazu Net to manage the two-way interface of the FastBooking Engine for their official website as well as the www.fastbooking-hotels.com distribution portal.
FastBooking announces new smartphone applications (iPhone and Android compatible) for Hotels-Paris.fr, the booking portal dedicated exclusively to hotel reservations in the French capital. Simultaneously, FastBooking is releasing the next generation of iPhone and Android apps for its signature Fastbooking.com hotel reservation site both with expanded features in a sleek new design.
TripAdvisor, Trivago, Google Hotel Finder, Kayak and Wego: only FastBooking partners with as many travel and price comparison sites providing hoteliers with a direct link to their official websites.
FastBooking, one of the world’s leading e-marketing and online technology solutions providers for the hospitality industry, announces the extension of its Direct Link program to new partners Kayak and Wego.
Kayak and Wego, both price comparison sites, greatly extend a hotel’s visibility to the Asian and North American markets, respectively. As with all FastBooking Direct Link partner websites, Kayak and Wego link to dedicated landing pages on official hotel websites using XML connectivity. These landing page display the results of the request made by the web user on the partner site.