WHERE HAPPINESS MEANS THE

WORLD.
Aliz Huyghe, Clmence Le Blanc, Nicolas
Mehring,

Outline

Industry life cycle & competitors

Standards of the tourism industry
Digital elements as an emerging
standard
Todays dominant standard in the
tourism industry

GROWTH STAGE
Goal of marketing
efforts:
differentiation

Industry life cycle

Industry Output

Tourism Industry
Maturity

Growt
h
Introductio
n

Time

Decline

Continued
investment in
property &
equipment :
openings of new
villlage locations
Standardization of
product/service
offerings,
procedures and
service standards
follow protocol

The industry in France

Belambra
Club Med

Pierre et
Vacances

Vacanciel

Tourism
Industry
(all inclusive
resorts)

Vacanciel

MMV
Vacances

Standards of the industry

All Inclusive Resorts niche
Safety and security

End-to-end services
Pre-arrival communication, on-site
transportation & assistance and pre-departure
assistance

Safety regarding criminality, terrorism, medical

availability

Services
Information &
instructions about the
vacation
Accurate & clear information prior to stay:

Customized packages based

on standardized services
Choice of preferred package based on budget

Standards of the industry

All Inclusive Resorts niche

Customized packages
based on standardized
services

Standards of the industry

All Inclusive Resorts niche
Variety & attractivity of
destinations
Seashore, ski, countryside, adventure, sustainable

Comfort of
accomodations
Amenities, comfort & cleanliness of rooms
and suites

Accessibility to tourism
services
Guided tours, local spots, shopping center,
medical services

Product
Offerings

Transportation means
Pre-arrival, during and post-departure

Food & beverages

Activities

Range & quality

Range, quality and safety of inclusive

activities

Digital elements as an emerging standard

How do customers evaluate hotels and resorts ?
With internet and social networks as the driving factors, reviews
based on user generated content have become the most
influential part of customers decision making since the early
2000s.

Digital elements as an emerging standard

Perception of
Quality

Primary
drivers of
likelihood to
purchase

Value

Consumers rely primarily on peers reviews as an indication of

quality

Reviews are stronger than ratings

Digital elements as an emerging standard

Competing only on price is not a

winning strategy
Consumers prefer to opt for the
lowest price, but will look closely at
the companys and the competitors
UGC to come
to a decision.
Hotels/resorts
must evaluate
the consumers value
perception of their hotel and
understand how their UGC
compares with competition.

Digital elements as an emerging standard

Social networks also play a key part in customers willingness
to choose one particular brand over another. Success can be
based on :
Strong social media presence
Positive user based comments and reviews and ratings

Digital elements as an emerging standard

The growing availability of the internet and user-friendly
applications have spurred increased user generated content.
Nowadays, it has become standard in the tourism industry for
customers to evaluate quality and value through the ratings of
other customers.

Firms must compete to obtain the best customer-based ratings

and reviews.

Growing dominant standard in the tourism

industry
Vacation choices have become increasingly influenced by sustainability
considerations. Changing consumer patterns are presenting firms with
opportunities for sustainable tourism offers.
Travellers willing to
pay more to stay at
environmentally
friendly hotels

34%
Pollock, 2009

American travellers
willing to pay more
for travel companies
striving to preserve
the environment

58.5
millio
n
Blue and Green, 2012

Travellers that
considered the
ethical/
environmental
footprint of their
main
holiday in 2013

47%

Foundation of Netherlands
Volunteers, 2008

Customer Satisfaction

S-curve : Dominant standard in the tourism

industry

Transition

Sustainable
Tourism
Time

Sustainable
Tourism

References
http://www.inc.com/encyclopedia/industry-life-cycle.html
http://www.tnooz.com/article/price-reviews-and-ratings
-how-consumers-evaluate-a-hotel-room-purchase-in-a-soc
ial-world
/
http://
www.unep.org/greeneconomy/Portals/88/GETReport/pdf
/Chapitre%207%20Tourism.pdf