My Little Concierge official launch - Category: Best Marketing Operation - Hospitality ON
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My Little Concierge
official launch Category: Best Marketing Operation
1. Presentation
Concept 360° Personal Mobile Easy 2 minutes High-end Tool Concierge First Answers Required Service
Movie
Click on the bell to watch MY LITTLE CONCIERGE movie
Clik here to try the tool by yourself
Promise
MY LITTLE CONCIERGE offers parents the easiest way to book
their family holidays, through an inspiring & user-friendly tool
Innovation
My Little Concierge
official launch
ONLINE MARKETING
MY LITTLE CONCIERGE by Little Guest © is an innovative personalized tool dedicated to increase the number of bookings generated on behalf of
hoteliers who are members of The Little Guest Hotels Collection.
This innovation is part of a desire to compete directly with traditional OTAs. That's why this marketing launch is supported by an uninterrupted
digital marketing campaign based on SEA, SEO, content marketing and social networks.
INNOVATION
This hybrid booking system takes the best advantages of the reservation by Internet (instantaneity, autonomy, freedom of the user) and the
customized service that the customer could receive in a traditional travel agency or with the concierge of the hotel
(personalized advice, single contact, assistance).
The result: a unique user experience that leads to an immediate relationship of trust with the customer and the creation of a strong emotional
connection with the Little Guest brand.
Innovation
My Little Concierge
official launch
Forget about impersonal phone standards, slow, intrusive online chat tools, and ever-so-complicated customer services
to email or phone.
Your personal concierge is a person whose name, voice, face and interests are known to you. A person of confidence who accompanies you in the
choice and booking of your hotel.
MARKET RESEARCH
This marketing tool is the result of 3 major findings:
1st observation
A family traveling with kids tends to favour service and infrastructure, rather than destination. Over the past 12 months, 68% of families who
booked their vacation via Little Guest did not have a specific destination in mind when they applied for their stay.
Innovation
My Little Concierge
official launch
2nd observation
A family opting for a hotel in the Little Guest collection spends an average of € 5,300 for a week holiday (excluding flights, b&b basis).
It is not uncommon for this budget to exceed 10,000€ or even 20,000€. A large budget, an engaging purchase.
3rd observation
In a society that puts health, well-being and personal development at the heart of everyone's concerns, high-end family travel takes the form of a
special moment of happiness, together, away from stress and daily obligations.
This is why it is important to reassure parents about the services offered by the hotel and about the specificities of each establishment.
YOUR LITTLE CONCIERGE has visited every hotel and knows every detail.
2. Conception
By Little Guest for little guests
ORIGINS
MY LITTLE CONCIERGE has been launched in June 2018 by The Little Guest Hotels Collection,
the very first collection of luxury hotels dedicated to families with kids (born in 2016).
ABOUT
Thanks to Little Guest, parents can book with one click the ideal hotel that combines a high-end approach (design, gastronomy, spa, golf, etc.) and
a real program dedicated to children (baby-club, kids- clubs, sports and creative activities, etc.)
QUALITY LABEL
The selected hotels meet very strict standards, facilitating the stay of children from 0 to 12 years, but also of teenagers.
Each hotel is scrupulously visited by our teams around the world, before we give it the Little Guest quality label.By Little Guest for little guest
MISSION & VALUES
The mission of Little Guest is to offer parents the most inspiring selection of kids-friendly hotels,
at the best price, bookable in the easiest and most transparent way possible.
Moments shared during family holidays create lifetime memories for both parents and children. In our hectic lives where time flies at 100 miles
per hour, Little Guest’s dearest wish is to offer families a parenthesis of complicity and relaxation.
A precious moment, out of time and the constraints of everyday life.
Little Guest attaches particular importance to the personal development of children. That’s why most of the hotels offer spa treatments, yoga
classes, nature discovery sessions, as well as sports and creative activities dedicated to them.People CONCEPTION & EVOLUTION
behind
Sebastien Leidgens Jerome Stefanski Denis Thomas
Marketing Manager | Partner Founder & CEO Director of Sales | Partner
OPERATION
Aude Pommier Rebecca Zay-Bontemps Solly Grant Delphine Keller
E-Commerce | Vatel Brussels Travel Designer | Vatel Paris + EHL Lausanne Travel Designer | CERIA Travel Designer | Vatel LyonStructure & follow-up
PILOTAGE
MY LITTLE CONCIERGE has anticipated the main needs of the client and has developed in collaboration with the Spanish company Typeform an
interactive tool allowing parents to guide their choice of trip in less 2 minutes.
FOLLOW-UP
After filling an innovative short user-friendly form, two hours later, the travel concierge talks to the client by phone or email (according to the wish
of the latter) and offers a proposition that meets 100% of their needs.
The tone used to respond to the customer, the fact of calling the customer by his first name, to know the name of his child(ren)... nothing is left to
chance. The challenge is to provide a high-end service, like the Little Guest hotel members, while establishing a certain familiarity, dear to the
world of childhood, family.Concrete cases
STORIES
Daily requests include baby-club and kids-club activities, airport transfers with baby seats, activities to share with family, connecting room options,
baby equipment, children's menus, babysitting service, etc.
But YOUR LITTLE CONCIERGE goes much further.
By way of example, let us cite these 4 particular non-exhaustive requests received during the last 30 days.Concrete cases
STORY 1
Mr. Xavier Demachy, from Boulogne, father of twins aged 2: "During my stay at the hotel Constance
Belle Mare Maurice, I would like to go away while the girls have fun with the babysitter and enjoy
buying a made-to-measure mohair suit. Could you advise me of a tailor? Mauritius is renowned for the
quality of its textiles."
MY LITTLE CONCIERGE
Dear Xavier, we know a good tailor, it's Fitwell, at Sottise Road, Grand Bay. The boss is called Vim and
his number is +230 57746010. Vim will be happy to meet your wishes, and we told him about your
request. Do not hesitate to contact her from us. We are looking forward to the picture of the pretty dad
in his new costume :-)
STORY 2
Mrs Marion Pichard, from Brussels, mother of Julie, 6 months old: “I read on your website that the
terraces of the Family Suites are secured in Ikos Olivia (Greece). Could you give me the measurement of
the space between the bars of the balcony? I want to be sure that my child cannot fall."
MY LITTLE CONCIERGE
"Dear Marion, the space between bars is 12 cm, Julie should have no problem, but we recommend of
course always to have a eye on her when she plays on the terrace. In addition, we can, if this reassures
you, install an additional security feature on the bars. We can also offer you a room located on the
ground floor, so you will enjoy your holidays in serenity."Concrete cases
STORY 3
Mr. Gianni Razzo, from Paris, father of a 5-year-old girl and a 9-year-old boy.
"During our stay in Evian Ermitage, as the connected rooms were no longer available, you offered us two
rooms located side by side. Nevertheless, my wife is a little worried that the children will be sleeping
alone in a room, even located right next to ours. Would you have another type of room to offer us
please? "
MY LITTLE CONCIERGE
"Dear Gianni, unfortunately the hotel is experiencing a high occupancy rate during this school holiday
period. I propose to provide you with a revolutionary baby-phone developed by our partner Motorola
that allows you to film the sleep of your children and broadcast it live on your smartphone. We supplied
this device to the Evian Ermitage six months ago and the customers are very happy with it. If this
solution suits you, I have it reserved for you.”
STORY 4
Mrs. Catherine Labille from Lyon, mother of Sarah, 2 years old
"I booked a stay with you at the Mazagan Beach Resort (Kerzner group, Morocco), could you tell me if the shop of the hotel sells
shovels and beach buckets for children because I do not want to be burdened with these toys on the plane”.
MY LITTLE CONCIERGE
"Dear Catherine, I am pleased to confirm that the Mazagan shop sells these beach toys, but also inflatable armbands so that your
little Sarah can enjoy the beach safely. In addition, if you want to travel light, we can book a stroller available free on loan for the
duration of your stay for you."Partnerships
PARTNERS
Once the trip is booked, the hybrid concierge service pursues its objective of anticipating the needs of the customer and surprising him. Indeed,
Little Guest has signed strategic partnerships with high-end brands in the child and travel industry.
Thus, before leaving for the hotel, each child receives personally a TRUNKI suitcase containing BEABA baby bottle, NAIF organic solar products for
children, an EVIAN travel atomizer, a MOTOROLA baby monitor labels and stickers in the colors of Little Guest to put on their suitcases, a beach hat,
postcards for coloring, a teddy bear to accompany them on their trip, but also a personalized travel diary.
Each complimentary suitcase is made-to-measure filled, based on the age of the child.
The value of this gift is 150€, a budget that is financed 80% by partner brands. In addition, for each reservation, Little Guest donates 5€ to the
LITTLE DREAMS FOUNDATION of singer Phil Collins to help poor kids.
MY LITTLE CONCIERGE is supported by an intensive content marketing campaign in the form of articles and reports written by parent and travel
journalists. These articles bring credibility to the eyes of customers but also and especially to search engines like Google, whose logarithm
recognizes Little Guest as the essential expert of family travel and then ranks the site in top position of the search results.
Finally, when the family returns from vacation, the travel concierge invites them to rate their experience on Google and Facebook and rewards
them by sending a gift voucher, valid on AMAZON.Suitcase gift
Little guest ready to travel, Achille
3. Communication
Users
My Little Concierge
official launch
B-to-C (families) B-to-B (hoteliers) Intern (employees)
COMMUNICATION STRATEGY COMMUNICATION STRATEGY
- SEA CAMPAIGNS (Google, Bing) - EMAILINGS - TRAVEL INCENTIVES
- SOCIAL CAMPAIGNS (FB, Instagram) - LINKEDIN, FACEBOOK & INSTAGRAM - BONUS (upsales)
- SEO CONTENT - CORPORATE PR - TEAM-BUILDING
- SOCIAL INFLUENCERS - WORLDWIDE HOSPITALITY AWARDS
- LIFESTYLE PR4. Metrics
Figures
2018 2019 2020
Avg. Monthly Replies 650 Avg. Monthly Replies 1,450 Avg. Monthly Replies 3,200
Conversion Rate 4% Conversion Rate 4,4% Conversion Rate 5,8%
Monthly Bookings 26 Monthly Bookings 63 Monthly Bookings 185
Avg. Time Spent 02:21 Avg. Time Spent 02:21 Avg. Time Spent 02:21
Completion Rate 34% Completion Rate 41% Completion Rate 50%
Mobile Traffic % 55% Mobile Traffic % 62% Mobile Traffic % 73%
ACQUISITION TOOLS
- 32% from Google ADS - GOOGLE TAGS MANAGER
- 26% from Google SEO - GOOGLE SEARCH CONSOLE
- 21% from Social - GOOGLE ANALYTICS
- 18% from Direct
- 3% from referalKey figures
71% of families who have confirmed a first stay through their digital concierge return to plan their next vacation
***
Tools like Tags Manager, Google Analytics and Typeform allowed Little Guest to increase the conversion rate by 40%
***
2 out of 10 visitors click the concierge button on the website
***
A visitor passes 02:21 to fill out the concierge form
***
This marketing tool represents a conversion of 4,10%
MY LITTLE CONCIERGE is a new powerful tool to acquire and retain the customerMy Little Concierge WWW.LITTLEGUEST.COM would like to thank you for your kind attention
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