A traveling story: LateRooms.com
One year ago, I started to buying tickets for my personal trips. I was far from home and I start wondering about prices and fares. Some web sites such as Kayak and lowest CheapTickets saved my life and help me to find the best options for a low budget.
This same strategy is used for a web site called LateRooms.com. This is a website which gives you the opportunity to book a room at the last minute and to find the best fares. The easiness with what they deliver the product is amazing. First of all, they offer a wide range of options in the lodging industry from B&B to castles to hotels to apartments to chalets at low prices. They have a clear idea of its customers, a modern urban client who wants to experience and live news stories but at reasonable prices.
They have used all the different tools that digital marketing can offer nowadays, they know that most effective way to attract clients is through the creation of interesting data for them. Thus, Laterooms.com has developed its own blog site called TheLateRoom.com Blog which allows its clients and travel expert talk about the most interesting places to visit. In addition, the staff of LateRooms also makes post about its trips; most of them are young professional people who represent the target group of LateRoom.com
LateRooms.com: a love story
Finally, another inbound tool that this company is using is YouTube. They know the importance of look young and fresh, thus they create a campaign which is in YouTube and it basically tells a romantic story of a young couple who has different experiences around the world. In You Tube, followers and fans can actually find the back stage video and even to follow the blog of the main characters of the story, Ben and Lucy.
At the end, for me as a user it is not just a matter of design and presentation, it is critical that the web site offers me something valuable. Lateroom.com has a different offer from other web sites, they offer a massive portfolio of eclectic properties, not cancellation fee, 24/7 service including via telephone, booking moments before you stay or up to a year in advance. Thus, they are trying to offer a complete solution in the booking hotel industry.
They are using social media as a way to leverage its brand, some months ago LateRooms.com made a strategic alliance with GooglePlus , the web site is encouraging the use of its GooglePlus profile among its customers and Google has put the web site in its recommendation list. Nowadays, Laterooms.com counts with more than six hundred thousand followers in this platform.
Finally, even though the marketing team of laterooms.com is becoming leaders in the management of social media for levering its brand and attracting customers. They still have to work in the creation of content for its web site; many options such as recommendation of places to visit in a city, ranking of tours among other could be integrated. In this way, clients will find in Laterooms.com a solution for having great vacations or a love story such as the one of Ben and Lucy.
LateRooms.com breaches half a million followers on Google Plus”
67% of B2C companies and 41% of B2B companies have acquired a customer through facebook.”
Digital Marketing Section II