A hotel brand attracting Generation C:
MOXY Hotels
What are the features of the site that will attract Generation C guests?
What it will firstly attract the Generation C guests while looking at the website is the picture and colours: The design of the website. Secondly they will notice that there are Instagram pictures; what they use in the daily life too. Finally they will be attracted by the simplicity of the designing of the site. Everything has been made in a quite visible and simple way.
What is the brand’s personality?
The Moxy
brand appears to target the young generation and more particularly the
Generation C. Indeed while exploring the website and the mobile site we feel already
at home before booking for a room. The style and the colours they use let us think
that it is a chic and modern hotel with convenient and comfortable services. By
posting some lively contents we may think that it is a vibrant, social and
living hotel. It seems to be fun and enjoyable experiencing a night there.
How does the brand satisfy the 4
characteristics of the Gen C?
Creation: The website enables the Generation C to create
some contents through the posting of Instagram pictures. Generation C likes
creating in order to share. It is a way to express themselves.
Curation: By using Instagram and a lively content, the
website provokes an emotion to the Generation C, which is in fact the
personality of the brand: By exploring the website Generation C feels it worthy
to book for a night in the Moxy Brand Hotel as it seems to be a design and a
vibrant hotel where we can feel at home. Generation C likes sharing worthy
content which can provoke a reaction give out emotions.
Connection: The Hotel satisfies the Generation C through
high-speed Wi-Fi. Guests can always be connected on their mobile for entertainment,
watching videos online or simply communicating. Technology is totally integrated
in the life of the hotel, a vital service for the Generation C living in the
present tense.
Community: Guests from a Moxy Hotel Brand can share
their pictures done in Milano on the website of the Hotel. It is a real
community that is being created. Through social media, that is to say in that
case, Instagram: We can view the complete guestbook. The Generation C need to
share to their friends and acquaintances their passion, their daily life
activity, their travelling and so on. The Moxy Hotel Brand is doing well on
this point as it makes also some advertisements for the city and the hotel in
the meantime.
Is the mobile site “Responsive
Design” or a separate site?
The
mobile site is indeed responsive design. It detects the visitor’s screen size
and orientation and change the layout accordingly.
What do you think they should do
better?
On the
mobile version, not everything is set up correctly in term of layout and design
of the website appearing on the mobile such as the local area page. Moreover as Generation C likes posting and
sharing content, why not in this case enable them to share videos?
Furthermore
the home page of Moxy is not lively compared to the one of Andaz Hotel Hyatt
for instance. Only is the guestbook lively. Finally I would add that all the
information about the hotel should have been put in the same way as Virgin did:
in an Instagram style.
Andaz Hotel by Hyatt: http://www.andaz.hyatt.com/en/andaz.html
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