III- Digital Marketing Solutions for Boutique Hotels through the Example of CitizenM Relevant digital marketing strategies are a considerable strength for independent hotels to gain market shares and compete with world hotel groups and chains. However, web-marketing strategies have to be adapted according to the hotels’ needs and the type of targeted customers. This part is devoted to introducing the main steps independent hotels should take to set up strong social media and mobile strategies. Through the CitizenM case study, solutions to problems encountered by small and independent hotels will be covered. Many possible alternatives will be developed in order to satisfy the different needs for hotels.
A- CitizenM Boutique Hotels 1- Presentation
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CitizenM is an independent hotel chain founded in 2005. This brand introduced the new concept “Affordable luxury for people”, which is totally based on the new global needs of customers. The concept is the perfect solution for people both affected by the new technologies evolution and economic crisis, such as business travelers on a limited budget. CitizenM doesn’t target business travelers only, even if their products and services are totally adapted for them; they target individual and mobile travelers with average budgets, which represents a large segment. They are all mobile citizens; hence the name of the hotel chain on their behalf.
The previous chapters highlighted the new type of business travelers: young, modern, technology savvy, and independent. They like stylish designs and expect great value for a good price, which includes a comfortable bed, a workspace and free Wi-Fi network. They also want to live a unique experience away from home and benefit from all the advantages home provides. CitizenM hotels got rid of useless services and hidden costs to provide the customers with all that they wanted at affordable costs.
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http://www.citizenmglasgow.com/glasgow-lodging-photos.php, Appendix 24
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