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Tim Peter Cendant Hotel Group Using the Internet to Engage Consumers. Agenda. Why Cendant Hotels? Why focus on engagement? What is CHG doing?. Cendant Hotel Group. Hotel Group overview.

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Tim Peter

Cendant Hotel Group

Using the Internet to Engage Consumers


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Agenda

  • Why Cendant Hotels?

  • Why focus on engagement?

  • What is CHG doing?



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Hotel Group overview

  • Hotel Group booked 4.3 million rooms by telephone, 8.3 million rooms by e-commerce and 2 million by global distribution systems in 2005


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Brand Web sites

  • Hosted 40 million unique visitors in 2005 who booked +$300 million in gross revenue

  • Largest central reservations channel

  • Third-party recognition

    • Most visited hotel Web sites (comScore, March 2006)

    • Lodging Hospitality 2002 Chain Leadership Award for Technology for booking engine redesign 


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Why engagement matters

  • Loyal and engaged customers

    • Stay more often – up to twice as many purchases (nights)

    • Spend more money

    • Shop around less


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Consumers shop mercilessly

  • Consumers seek value

    • Customers start their research on a travel aggregator site

      • Aggregators serve as search engines

      • Property sites (ideally) serve as ‘find engines’

    • Hours and days are spent researching travel online

    • All share information with other consumers (guests)

    • All compare products (hotels)


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Framework for engagement – Hotel space

  • Collection of brands that they trust

  • Location/proximity

  • Price/value

    • Objective information

    • Amenities offered

    • Definitive quality ratings

  • Will I like it when I get there?






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E-Commerce engagement

  • Think about the end use

    • Will I like it when I get there?

    • Will I like it when I get it home?

  • Answer the consumer’s questions

  • Price/value

    • Allow consumers to easily assess value of product

    • Ensure objective view of information

    • Clearly define quality for consumers in their terms



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Tim Peter

Director, Internet Product Development

Cendant Hotel Group


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RSS – Friend?

  • Provide greater distribution

  • Require guest to care enough to engage

  • Keep brand in front of guest


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RSS – Foe?

  • Is this the right way to represent a brand?