Aloft Hotels, a brand founded in 2005 by W Hotels under the parent company of Starwood Hotels and Resorts Worldwide.
What are the features of the sites that attract Gen C guests?
Firstly,
the website is very simple, easy to access and can be seen in multi screens.
Secondly, Aloft
Hotels are present in the social media where Gen C guests like to meet such as
Facebook, Twitter, Foursquare, Instagram and YouTube. Its SPG (Starwood Preferred Guest) application
speeds up access and facilitates the creation of an account. SPG has a 24/7
telephone and Facetime assistance.
The brand’s
personality:
Aloft Hotels
target the Gen C guests: the
hotel websites are easy to access from any connected device and booking is very
simple. The rooms are modern, fresh and well equipped with modern technologies.
They are affordable and comfortable. Aloft offers tech-savvy space with an
urban look and buzzing bar scene in the open lobby.
How does
the Aloft Hotels satisfy the 4 characteristics of the Gen C?
Creation: Facebook
and Foursquare enable Gen C guests to check-in, follow in twitter and
mention the hotel in their tweets. Guests can take pictures of the hotel
properties and upload them in Flickr and Instagram. This will encourage Gen C
to express and share their lifestyle.
Connection:
All Aloft hotels provide free high speed Wi-Fi so that guests can stay
connected. WXYZ bar is a place where Gen C guests can meet new people and
share lifestyles while listening to local bands. By using SPG program Gen C guests can stay in touch with the hotel and the points they earned during
their stay can be used in any Starwood Hotel.
Curation:
Aloft Hotels are social media friendly; by using Foursquare and Facebook
Gen C guests can check-in in any Aloft hotel in the world and upload images to
share their experiences.
Community: Aloft
Hotels have created a community in different social media sites where guests can share the moments they have experienced during their stay.
Is the mobile
site "Responsive Design" or a separate site?
The brand websites
can adapt according to the size of the screen so that there won't be a problem
for a Gen C guests who use multi-screens, however the mobile site and
website look similar. They look responsive design.
What do you
think they should do better?
- As Gen C guests are always connected, it might be a good idea that the mobile geolocation can detect nearby Aloft Hotels and send an Aloft alert to the customers’ mobile.
- As Gen C like to get popular on social media, Aloft Hotels could choose a guest as a Brand Ambassador for a week or month depending on the points they have earned during their stay and offer them a night free if they recommend the hotel to their friends and family.
- It could be better, whenever customers open the Aloft Hotels website, if an automatic assistant would appear welcoming and assisting them to find a hotel in a preferable location, book a room and more generally answer any question.
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