Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan

Analysis and Business Model Comparison – Hotel.de and Marriott

Analysis and Comparison of Online Business Models

Marriott – Hotel ChainHotel.de – Hotel Search site

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Analysis and Business Model Comparison – Hotel.de and Marriott

Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan

Agenda

Website introductionBusiness modelsBusiness model comparisonBusiness strategyCustomer benefits comparisonUsabilityRoom availability check

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Analysis and Business Model Comparison – Hotel.de and Marriott

Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan

Marriott International Inc.worldwide operator and franchisor of hotels and related lodging facilities leading lodging company headquarters in Bethesda, Maryland, United Statesca. 3,000 lodging properties in U.S. & 67 other countries hotels and resorts divided into 5 portfolio of brandsca. 151,000 employees worldwide in 2008

hotel.de AGfounded in 2001 with 16 employees, 420 employees in 2008operates a worldwide online hotels best-price-search and reservation serviceone of the leading online reservation systemsover 210,000 registered hotels worldwide and 500,000 hotel reviews headquarters in Nuremberg, Germanyone of the Germanys fastest growing technology ventures

Chosen Websites

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Analysis and Business Model Comparison – Hotel.de and Marriott

Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan

Hotel.de Business model

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Analysis and Business Model Comparison – Hotel.de and Marriott

Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan

Marriott.com Business model

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Analysis and Business Model Comparison – Hotel.de and Marriott

Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan

Business model comparison

Large number of business actors

Self-produced content

Special offers and additional services

Seamless integration of external services

Rich multimedia news through web, e-mail,

RSS

Online job search, information and

application

Main revenues generated by customer

bookings

Fewer business actors

Supplier and user generated content

Best-price offers and hotel reviews as main

focus

Loose cooperation with external service

providers

News merely via newsletter

Online job advertisements only

Main revenues from commission fees

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Analysis and Business Model Comparison – Hotel.de and Marriott

Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan

Business Strategy

Tourism core services,

cooperate network

focus on online

reservation

special access points for

resellers

Possibly derived from

resource based view

allocation of an

integrated platform

“Market-Maker”

Online and phone

reservation

incentives for resellers

Possibly derived from

Marked based view

allocation in a niche

classical simplified tourism distribution system

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Analysis and Business Model Comparison – Hotel.de and Marriott

Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan

Customer benefits comparison

No booking fees to pay

storing of personal information for a faster

management of a reservation in future

No booking fees to pay

storing of personal information for a faster

management of a reservation in future

offering of special propositions

providing the lowest rates

more detailed information (pictures, facilities etc.)

offers special rates (e.g. Senior rate)

search option for special propositions sorted by

themes

overview of numerous offers + BP

500.000 hotel reviews from other customers

further advantages for large business customers

services for special events

specifying additional preferences

hotel’s own online shop

Marriott reward-system

reservation in the vicinity of an address /

sightseeing / POI or on the basis of certain events

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Analysis and Business Model Comparison – Hotel.de and Marriott

Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan

UsabilityTechnicalInvalid links 0,09% 0,4%

HTML validity 188 Errors 85 Errors

CSS validity 13 Errors 10 Errors

Usability with CSS off - -

Usability with JavaScript off + (some features disabled) + (some features disabled)

Usability with cookies off - +

RSS Feeds Marriott eBreaks -

Usability on handheld Automatic recognition of handheld devices

Completely dependent on the browser

Extra mobile website + -

Steps to book 6 7

General Usability

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Analysis and Business Model Comparison – Hotel.de and Marriott

Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan

Availability check

Availability check for a room in Berlin on Nov 1st 2008:

Offer • 3 hotels within a radius of 20 kilometers to the city center• search limited to offers from franchisees, subsidiaries and Marriott hotels

• 344 hotels within a radius of 20 kilometers to the city center (3 of them from Marriot)

Price • prices between 85 - 450 euro on the selected day

• prices between 25 – 4100 euro on the selected day

identical prices for the 3 Marriott hotels

Services • directions and transfer service to the hotel• map with the locations of the hotels

• directions to the hotel• an overview of fairs within desired reservation dates• map with the locations of the hotels

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Analysis and Business Model Comparison – Hotel.de and Marriott

Hong-Son Dang-Nguyen, Oktay Gül, Svyatoslav Hresyk, Firas Jradi, Mayooran Thillainathan

The End

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