Retail

Localizing Client’s Branded Websites for an International Five Star Hotel Management Group 为一家五星级跨国酒店管理集团的品牌进行官方网站本土化设计

客户是一家国际五星级酒店管理集团,寻求我们协助其更好地了解亚洲各个市场的品牌,优化网站以本地化需求,以更好地销售库存,促进品牌影响力,提高顾客忠诚度。

Background

The client, an international five star hotel management group, sought to better understand the need for localization of its branded, transactional websites for individual markets in Asia in order to better sell inventory, promote brands, and encourage loyalty


Solutions

•    Conducted secondary research to provide up-to-date information about the travel and hotel industry in target markets

     --- Industry overview

     --- Trends in the online travel market

     --- Profile of the average online traveler/hotel user

•    Analyzed dynamics of websites that are most engaging and attractive, and gave the site user a unique experience

     --- Appealing website contents

     --- Appealing website layouts

•    Created an online positioning and localization strategy for each market;  made specific recommendations for client’s branded sites 


Methodology

•    To provide the client with strategic insights on how to build a new suite of branded, transactional sites with a divisional focus from scratch, SmithStreet performed research on the following markets: Mainland China, HK/Macau/Taiwan, Japan, Australia/New Zealand and India


Selected Findings



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