A comprehensive strategy planning deck for Homewood Suites (The extended-stay hotels under Hilton). Based on current brand assessment and customer experience prototyping, I recommended 3 core strategies and 6 concepts to enhance the customer experience. Questions, comments and feedback are all welcome!

1. Homewood Suites - Elevate the Customer
Experience through Social Media
Prepared by: Yuki Chow
@sn0wfl8ke
1

2. • Define business goals
• Understand why social is important
• Assess current state
– Competitive analysis
– Conversation analysis
Agenda • Immerse into customer journey
– Identify customer segments
– Illustrate customer motivations and barriers
• Ideate and elevate the journey
– Strategy recommendations
2

3. Brand Objectives
As we strive to stay useful and desirable to our customers in the web 2.0
era, we aim to achieve the following goals:
– Join the conversation and be present
• Encourage guests to provide feedback on their experiences
• Amplifying positive customer word of mouth
– Increase Homewood’s awareness and reach
• Increase visibility of Homewood assets outside of brand.com
• Create valuable content to engage customers
– Establish the baseline for future innovation
• Build a cohesive cross-functional governance model
• Set the stage for service differentiation
3

4. Customer
Behaviors
Technology
Platforms
Business
Goals
4

5. • Define business goals
• Understand why social is important
• Assess current state
– Competitive analysis
– Conversation analysis
• Immerse into customer journey
– Identify customer segments
– Illustrate customer motivations and barriers
• Ideate and elevate the journey
– Strategy recommendations
5

6. Social Media: practices and technologies which allow
people to share opinions, insights, experiences, and
perspectives
In short, Social Media is…
For participants, For businesses,
it is a dialogue, a chance to listen, engage
mainly between peers… and collaborate…
…a conversation in a multitude of forms.

7. It used to small scale conversations

8. Now, conversations are happening
on a global scale in real-time

9. • Publish a blog
• Publish your own Web pages
• Upload video you created
• Upload audio/music you created
• Write articles or stories and post them
• Post ratings/reviews of products/services
• Comment on someone else’s blog
• Contribute to online forums
• Contribute to/edit articles in a wiki
• Use RSS feeds
• Add “tags” to Web pages or photos
• “Vote” for Web sites online
• Maintain profile on a social networks
• Visit social networking sites
• Read blogs
• Watch video from other users
• Listen to podcasts
• Read online forums
• Read customer ratings/reviews
None of the above
Consumers are showing
new behaviors online
*source: Forrester
9

10. Awareness Conversion
Research/Considerati
on
Preference Advocacy
Customer journey gets more complex,
more touchpoints emerging
10

11. One way marketing
messages are replaced with
experiences that foster
conversations with brands
and other people
11

12. • Define business goals
• Understand why social is important
• Assess current state
– Competitive analysis
– Conversation analysis
• Immerse into customer journey
– Identify customer segments
– Illustrate customer motivations and barriers
• Ideate and elevate the journey
– Strategy recommendations
12

13. Competitive assessment – overview
• We analyzed key competitors’ presence across social media sites
and over 8000+ mentions within the past 60 days
• While many properties have engaged in social media, no competitor
had a brand-wide presence on any of the sites investigated
13

14. Share of social voice
• Homewood Suites has roughly 11% share of the social voice
• While falling behind Residence Inn, Courtyard by Marriott and Staybridge in
share or social voice, Homewood Suites’ mentions skew more positively
Staybridge Suites Homewood Suites
12% 11%
Candlewood Suites
9%
Summerfield Suites 2%
35%
31% Residence Inn
Courtyard by
Marriott
Source: Radian6
14

15. Conversation analysis
• HWS mentions mostly appear on news sites, local blog sites and Twitter
• Press release and deal-related announcements are prominent
• Most user-generated content revolves around individual properties, not the
brand as a whole
Sample Quotes
“A ‘sweet deal’ for your holiday party or meeting comes your way from
Homewood Suites owners Philippe and Mieke Cras. They are offering a 50
percent discount ...”
“ With more than 240 hotels nationwide, there's probably a Homewood Suites
near you. If not, maybe this is the excuse you need to get away for a day or two!”
“@HotelChatter Skip the 2 hour commute home. Homewood Suites SnowedINN
rate of $49 available tonight. Call 847-945-9300!”
“Hilton hotels recently lead the change in the hospitality industry, unveiling
applications include Doubletree..Homewood Suites and Hampton Inn brands in
the United States.”
“Homewood suites will be giving away 10 free nights every weekend night to
those who have served in Iraq or Afghanistan. Those interested are encouraged
to come by the hotel and register for the free offer…”
Source: socialmention.com; results for mentions of “homewood suites’
15

16. Assessment take-aways
• HWS is missing opportunity on sharing more engaging
and useful content in social spaces
• Brand values favor families over business travelers
• No cross-promotion or integration of social media
channels
• The unique values of extended-stay hotels are
diminishing
• Lack of two-way dialogue; properties
are simply using the platform to
broadcast promotional content
16

17. • Define business goals
• Understand why social is important
• Assess current state
– Competitive analysis
– Conversation analysis
• Immerse into customer journey
– Identify customer segments
– Illustrate customer motivations and barriers
• Ideate and elevate the journey
– Strategy recommendations
17

18. User Experiences are a result of multiple
interactions. One poor interaction can result in a bad
experience and dilute brand equity. We created
customer journey prototypes to illustrate the
triggers and barriers behind each interaction. By
seeing the big picture, we could identify
inefficiencies and opportunities for
innovation to improve the customer experience. A
successful UX strategy aligns every customer
touchpoint with brand values, and achieve a
measurable increase in commercial yield.
18

19. Homewood suites digital touchpoint inventory
Brand sites
Social networking Pages iPhone app Hotel-level
53 Hotel Facebook
Fan Pages
24 Hotel Twitter
accounts
19

20. These are the basic digital
interactions, but what’s next?
Email Display
SEM SEO
newsletter ads
Facebook
Page
Landing Mobile
pages display
Digital
video
Twitter
presence
HWS Mobile
Travel apps
Blogs
Review Become a HWS
sites
advocate

21. ACTIVITIES
What actions do they take? Who do they talk to?
MOTIVATIONS
What motivates them to take actions? What are their expectation?
Customer Experience Map
Awareness Consideration Preference Conversion Advocacy
BARRIERS
What’s the pain point? What prevents them from completing the task?
21

22. Questions to ponder
• What are your customer segments? How their needs
differ from one another?
• What does a customer expect at each point? Do you
meet their expectations?
• Are there needs going unstated that neither you nor
competitors are solving?
• Which touch-points are most and least effective?
• What do you want the customers to feel and do at each
stage?
• Are there hiccups in the flow from one stage to the next?
22

23. Primary customer segments
Vs.
Business travelers Families on vacation
23

24. Jeremy 29, frequent business traveler
who is relocating to D.C.
Values: Convenience| Flexibility| Adaptability|
Behaviors: Jeremy travels at least twice per
month. He often turns business trips to bleisure
trips. With the economic downturn, he is also
cutting back on expensive itineraries. When he
stays in a hotel for more than a week, he tries to
make it feel like home.
Technology platforms:
24

25. Jeremy 29, frequent business traveler
who is relocating to D.C.
Experience Goals: Jeremy wants to make
sure he can conduct business and feel like
living at home at the same time. Flexible
amenities and convenient access to on-site
facilities need to be provided upfront so he
can make a decision quickly.
Most important hotel amenities for him -
1. Wireless internet access
2. Work desk and ample work space
3. On site restaurant and lounge
4. Continental breakfast
5. On site fitness center
Utilit Experience 6. Reward program
y 7. A phone line with conference call capability
25

26. ACTIVITIES  Search online with
keywords  Inquire about corporate
 Ask company’s HR discounts and budget
and colleagues for  Visit road warriors’ blogs and
recommendations extended stay networks
 Search well-known  Get colleague’s review and
hotel chains online feedback during lunch
MOTIVATIONS
 Job relocation
 Job relocation
 Important client  Make an informed decision
 Important client
meetings
meetings  Narrow down my choices
 Training sessions  Know enough to not get
 Training sessions
 Business conference duped by the pretty pictures
 Business conference
Awareness Consideration ……
 Too much to learn
BARRIERS
 Too many ads
 Few honest, unbiased
 Irrelevant search results
reviews and ratings on
 Too many choices on
extended-stay hotels
booking sites
 Lack of helpful
 No time to do research
recommendations from peers
26

27. ACTIVITIES  Look for brand names I
can trust
 Call to make a reservation
 Book rooms online directly or
 Visit hotel websites to
via third-party sites
learn about amenities
 Credit card transaction
and compare offerings
 Check-in the hotel
 Eliminate unqualified
 Sign up loyalty program
choices(too far, too $$)
MOTIVATIONS
 View different room
 Job relocation  Book the room quickly
 Important comfort
settings andclient  Avoid frustration
level via multimedia
meetings  Meet all the expectations
 Choose the most
 Training sessions  Customize the room myself
 Business conference
convenient hotel  Receive stellar customer
nearby my meetings service
Preference Conversion …
BARRIERS
 Useful content is hidden
 Cumbersome booking
 Unhelpful hotel employee
process on the mobile app
 Negative user reviews or
 Unable to choose amenities
testimonials
 Unfriendly hotel staff
 Insufficient multimedia content
27

28. D i g i t a l To u c h p o i n t s
For Business
Tr a v e l e r s
28

29. Susan 36, travel savvy mom with 2 kids
planning a trip to San Diego
Values: Safety| Thoughtfulness| Relaxation
Behaviors: Susan plans her family vacation
every year. She places her family needs above her
own although she’d like to get pampered, too. She
interacts with other moms on a regular basis and
trusts their recommendations. She needs to see all
the nitty-gritty before making a decision.
Technology platforms:
29

30. Susan 36, travel savvy mom with 2 kids
planning a trip to San Diego
Experience Goals: Susan wants to make sure
everyone has a good time. Planning this
vacation makes her very anxious because
not only does she want to let the kids have
fun, she also wants to feel confident that
she’s made the right choices.
Most important hotel amenities for her -
1. Kitchenette
2. Kids’ menu and dining options
3. Family pool
4. Kids’ club or babysitter service
5. Concierge service
Utilit Experience 6. Laundry service
y 7. Comfortable beds for everyone
30

31. ACTIVITIES  Ask family and friends  Read user reviews sites such
for recommendations as tripadvisor, orbitz,etc
 Search online for a  Research digital mom
good vacation deal communities about vacation
 Read travel magazines planning & hotel information
and articles about  Post polls/questions on social
accommodations networks for suggestions
 Survey other parents offline
MOTIVATIONS
 Job relocation
 Annual family vacation  Make an informed decision
 Important client
 Holiday trips so the entire family will enjoy
meetings
 Special occasions  Place kids’ needs as the
 Training sessions
 Kids attending new priority
 Business conference
programs  Plan ahead to save $$
Awareness Consideration ……
 Too much to learn
BARRIERS
 Too many similar ads
 Difficulty identifying family-
 Unfamiliar with extended-
friendly hotels
stay hotel options
 Difficulty finding the nitty-
 3rd party site doesn’t
gritty of hotel amenities from
include all features needed
other moms
31

32. ACTIVITIES  Visit hotel websites to learn  Call to make a reservation
about amenities  Book rooms online directly or
 Call hotel to ask about via third-party sites
specific needs  Credit card transaction
 Ask questions directly on  Check-in the hotel
hotel’s social channels  Sign up loyalty program
 Search promo codes
MOTIVATIONS
 Make sure the suite is  Book the room with ease and
 Job relocation
big enough for all
 Important client confidence
 Satisfy everyone  Avoid frustration
meetings
 Secure a good deal  Meet all the expectations
 Training sessions
 Trump other moms  Have a relaxing stress-free
 Business conference
 Share findings with vacation experience
family members
…
Preference Conversion
 Cumbersome booking
BARRIERS
 Negative peer reviews
process on the website
 Poor website usability/content
 Unfriendly hotel staff
 Unhelpful or unresponsive
 Promo codes don’t work
hotel employee
 Lingo and acronyms too
 Lack of virtual introduction
confusing to make a decision
32

33. D i g i t a l To u c h p o i n t s
For Family
Va c a t i o n P l a n n e r s
33

34. Insights from customer journey prototyping
Customers have a difficult time making the optimal choice during the
Consideration & Preference stage. Honest relevant reviews are hidden and
scatted online. HWS has little influence in travelers’ decision making
Return guests are sharing tips & comments in fragmented communities, there is
a larger opportunity to incorporate their voice into brand’s communications
For Business Travelers Only For Family Vacation Planners
There are few messages and interactive Mom communities are the key influencer
elements targeting at this segment networks in the decision making process
Convenience is the dominant factor in
decision making. No available tools and Many return guests are eager to share their
networks currently allow them to access all experience and recommendations
info at once
Customization and adaptability is another area Family needs are their priority, they need all
business travelers expect in hotel services as the visual and verbal confirmation before
they make a temporary living in the suites making the decision
34

35. Brand Advocates: Customers proactively use
their time and their social capital to promote a
Advocacy ? company without any direct incentive
From loyalists to advocates – Loyalists are customers who
consistently choose the same service/product over time. Nonetheless,
advocates are prolific creators and curators of information.
Study found that advocates are 70% more likely to be seen as a source of
reliable information and 50% more likely to influence a purchase decision.
In addition, advocates are 2.5 times more likely to use social media to help
others or expand their circle of friends.
35

36. So, what drives Advocacy ?
HH rewards program may entice customers to consider HWS favorably and
stay loyal to the brand. But many competitors have similar programs, what
can HWS do to stand out? How to convert customers into brand
advocates?
Passion
A brand’s advocacy potential within
a community is directly correlated
to its ability to communicate its
passion/core value.
Advocacy P Conversation
Engagement
36

37. • Define business goals
• Understand why social is important
• Assess current state
– Competitive analysis
– Conversation analysis
• Immerse into customer journey
– Identify customer segments
– Illustrate customer motivations and barriers
• Ideate and elevate the journey
– Strategy recommendations
37

38. Overview of Social Media Strategy

39. Develop strategies in 3 areas
Brand Goals
Service Increase Engage in
differentiation reach dialogue
Engage Strategy
 Create valuable content, think like a media company
 Develop sharable content to engage prospects on an emotional  
level , be genuinely useful
Customize Strategy
 Act a filter to help customers pick out what’s relevant
 Offer options to let customers customize and personalize their
HWS experience
  
Collaborate Strategy
 Lower the barrier of entry for HWS guests to get involved
 Tap into the knowledge, skills and enthusiasm of those who want
to contribute and help others   
39

40. Engage Strategy
 Create valuable content, think like a media company
 Develop sharable content to engage prospects on an emotional level , be genuinely useful
Recommended Tactics
 Create content that include text, images and videos
(Tell a story with multiple media formats)
 Continuously publish content that is relevant,
informative and entertaining to the targeted
community (Create a content calendar)
 Speak in the voice of real people to express a
genuine point of view
 Distribute relevant content through multiple social
channels and enable cross-platform sharing
 Develop interactive mapping tools to help business
travelers compare commute routes
40

41. 1
“Looks so homey.
It’s an ad, but
features normal
people…”
“The places seem
so nice, and non-
expensive. I will try
this.”
“I hate ads, buti
saw this one, I could
skip it but I didn't
because I liked how
peaceful it was, not
Uploaded by AirBnB on Jan 5. 2011 full with shouting or
Total Views: 1, 346,052 via Youtube stupid music”
Produce brand videos people would share
41

42. 2
Incorporate interactive mapping tools
Embed interactive mapping tools
onsite to help travelers find out
the distance and best methods for
daily commute
42

43. Customize Strategy
 Act a filter to help customers pick out what’s relevant
 Offer options to let customers customize and personalize their HWS experience
Recommended Tactics
 Think like Progressive for the extended-stay
hotel industry (Provide rate comparison from
competitors and filter out irrelevant options for
the travelers)
 Create a virtual community such as
myHWS.com which allows extended-stay
guests to individualize their preferences in
advance (The type of pillow, type of furniture
arrangement, type of noise level, type of food
and drinks, etc) so they feel like home
43

44. 3
Be the credible, authentic curator for extended-stay hotels
• Define • Filter • Discover
Ask a few preferential Let users choose their Show comparative
questions with image priorities – results, include rates
choices amenities, location, $$ and user reviews
44

45. 4
Personalize the experience!
Get to know them individually!
Pillow preference Soft foam, Feather, Firm, Memory Pillow
Electronic preference

Workout needs

iPod charger, AC adopter, power converter

Yoga mat, 5lb weights, workout bands
Social Network connection

……. …….
45

46. Collaborate Strategy
 Lower the barrier of entry for HWS guests to get involved
 Tap into the knowledge, skills and enthusiasm of those HWS guests who want to contribute
and help others
Recommended Tactics
 Enable empathetic, enthusiastic hotel
guests to participate on HWS owned blogs.
(Encourage them to share their travel tips,
research findings, hotel experiences and
more)
 Host and moderate a forum - ask customers
to help each other and help solve the most
bold and vexing business challenges
46

47. 5
• Enable HWS guests to create an account and express their
voice on the new blog sites
• Post monthly question/topic and invite participation
• Encourage those customer bloggers to share their articles and
testimonials, reward them with loyalty points and recognition
47

48. 6
• The future is about co-creation & collaborative consumption.
Tap into crowd-sourced knowledge now; inspire HWS
customers to contribute!
• Set a stage of innovation by hosting a discussion forum and or a
targeted online community to collect new ideas and concepts
48

49. Next Steps

50. High-level roadmap
 Benchmark
 Define KPIs against brand objectives
 Establish measurement framework
 Baseline current performance
 Strategy Prioritization
 Evaluate recommended strategies based on cost-effective
ratio & ROI
 Communicate project ideas to hotel owners and make
strategic decisions
 Envision -> Execution
 Create visual storyboard/mock-ups to illustrate program details
 Leverage capabilities across domains for implementation
50

51. Thank you!
Yuki Chow
@sn0wfl8ke
yuki.s.chow@gmail.com