3. 





Leisure or Business (mice market) profile
Brand recognition (Barriere member) or not
Customer is looking for an authentic
parisian luxury experience
Location near the Champs Elysées avenue
Market geography segmentation: the most
present markets are Saudi Arabia (70% of
the customers), Russia and America
Many regular guests coming for business
purpose

6. 
The customers will start investigating and
compare the various hotels in order to
reach its final decision (hotels website
comparison)

Many are the criterias that the customer
is going to use to compare the numerous
hotels such as location, hotel
facilities, guest services value…

7. 
He will use trip advisor especially to make
up its mind and will be influence highly by
the customer comments made on the
social networks (facebook, trip
advisor, twitter)

The customer will finally be tempted by
experiencing more a authentic parisian
journey in a friendly hotel environment (80
rooms for the Fouquet’s) rather than in a
larger and less familial atmosphere
(Georges V, Bristol, Marriott – more than 100
rooms)

8. The customer tends to book directly with
the hotel central reservation in order to
get more accurate details through a
personal assistance
 Customer uses the hotel brand website
to book the hotel, via leading website
(the hotel is member of the Leading
Hotels of the World-another significant
influenced customer decision factor) or
directly via the sales representatives


9. The OTA’s (Online Travel Agency) are not
really much used in this customer decision
journey as most of the customer know
already what they want (Lucien Barrière
brand or Champs Elysée location)
 Booking is for example only use to gather
some informations concerning the customer
consideration stage
 Trip advisor is by far the most relevant
influenced factor in this customer journey
decision (The Fouquet’s is ranked 8 on 1795
in Paris)


10. I did find this customer journey very differentiated from
the other hotels I’ve worked for due to the following
assets:




A diversified customer profile (leisure and MICE)
A strong marketing implementation (active presence
on the social network - facebook)
A communication and development strategy well
followed through arround the various markets (a
customer decision influenced by the market
geography)
The notoriety of the brand (influence on the customer
decision)