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Competitive Intelligence

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Copyright 2014 | Karen Pereira | All Rights Reserved.

Wyndham Case Study

Challenge:

 

In overhauling their websites, Wyndham was faced with determining the right mix of enhancements needed to improve conversion in the online channel.  Point of Interest (POI) content is a great differentiator within the hospitality industry. Competitive Intelligence was necessary to help inform and shape Wyndham’s decision.

 

Actions:

 

  • Conducted analysis of competitor websites as critical component of determining if we were 1, meeting consumer needs and 2, moving in the right direction with new functionality for Wyndham sites.

  • Analyzed features and functions of competitors’ sites.  Compared to Wyndham’s “current” state.

  • Evaluated the effectiveness of each feature through the eyes of the consumer.

  • Developed comparison grid, which included benefits of each attribute, assessment of the effort to execute, and provided a recommendation.

  • Created full presentation with Executive Summary, which included recommendations Wyndham should take based on the analysis and provided a roadmap for next steps.

 

Results:

 

  • Presented findings to executive level management.  Included POV based on Wyndham’s capabilities and appetite for incorporating new functionality from third party vendors.

  • Internal databases scrubbed so that POI content was dynamic and relevant to consumer needs, thereby providing an improved user experience.

  • Properties were mandated to provide accurate POI content in appropriate database fields, subsequently ensuring content appears accurately on websites.

 

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