The Internet has vastly increased channel choice and complexity for both customers and hoteliers, particularly with the exponential growth of user generated content and social media. This project will explore this complexity and investigate the differences in channel preferences between 1) the customers of SME hotels who select and book rooms and 2) SME hotels who distribute rooms to their customers. The results will provide insights and support solutions to optimise channel alignment between SME hotels and their customers.

September 2012 - February 2014
Economic partners: BrandKarma & TripAdvisor
Financial partner: HES-SO

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