Digital platforms play for customer attention

Author: Frank Fiskers, James Kirk (yBC.tv)

Categories: Brands, Technology
Tags: booking, branding, customer relation, Digital, digital platforms, purchasing decision, research, website
Digital platforms are an essential touch point for guests. In this TV show Frank Fiskers of Scandic Hotels discusses the importance of engaging guests on brand websites.

Engaging guests on digital platforms

I think that is a very good question and I think this is an area where the fight is at the moment, it’s the who owns the customer relation and I think all hotel companies are now trying to try to own this customer relation and I think something that encourages us is the fact that most research shows that guests go on to, often on to the brand’s web site before they make their final purchasing decision and eventually go back to the intermediaries and I think there is the challenge for us, it’s now to keep people there so that they book with us, so we have the data and then we own the customer relation. I think that is the, one of our biggest priorities now in the hotel industry.

In the digital economy digital platforms are ever more important. Subscribe to the Hospital Channel briefings for discussion of developing trends in the industry.


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