1. How Airbnb disrupts the hotel industry and how we can react
Home away from home
How Airbnb disrupts the hotel industry and how we can react
Bart van Campenhout
Jassu Hermans
Asiya Suleimanova
Julie Wijmans

2. Mandate
Warm welcome to the board of Bonaventure hotels! We are Nyenrode Business Consultancy, Here to present to you today a strategy for AirBNB’s disruption of the hotel industry.

3. agenda The situation: the traditional hotel industry
The disruption: Airbnb
Downsides of Airbnb
Counter the disruption
Analysis
Conclusion

4. The situation – before Traditional hotel industry High labor intensity
Big dominant position of hotel chains
Similar customer value propositions
Relatively high priced
No personalized experience
Tied to a location due to high initial investment

5. The disruption - Airbnb
Utilizing unused sleeping places
Enabling people to rent out their spare rooms and apartments
Putting unique sleeping experiences on the market
Direct competitor of hotel industry

6. DOWNSIDES OF AIRBNB Getting the key is often a hassle
Level of discomfort when the tenant is in
Level of distrust because the renters may take things
No consistency in quality
No quality/cleanliness checks besides prior reviewers
Expensive cleaning costs
Less reliable for business travelers
Less desired by baby boomers as they are often stuck to traditional idea of a hotel

7. Instead of sleeping in someone else’s room, why not make sleeping in an hotel like sleeping in your home?

8. The counter reaction Key Hassle Discomfort of strangers
Distrust of guests
Quality inconsistency
Cleaning costs
Business travelers
Baby boomers
Walk-in check-in
Hotel room privacy
Covered by insurance policy
Standard rooms, personalized to your wishes
Incorporated in the room price
Their needs match above needs
They book a traditional hotel

9. HOW IS THIS DIFFERENT THAN TRADITIONAL HOTELS?

10. Red ocean
Blue ocean
The market is oversaturated
Fierce competition
Similar business models competing solely on price
No customer loyalty
Focuses on the niche market
Makes the competition irrelevant
Value proposition based on delivering experience
People are willing to pay premium for an experience

11. What industry factors can be reduced well below industry’s standards?
Eliminate:
What industry factors can be eliminated?
Raise:
What industry factors can be raised well above industry’s standards?
Create:
What industry factors can be created?

12. Counter the disruption
Reduce
Room types
Endless halls
Eliminate
Reception
Idle personal
Raise
Quality of the in-room entertainment
Service speed
Create
1 minute self check in and 2 minute check-out kiosks
Prefabricated standard rooms
Modular building techniques
Blue Ocean RREC grid

13. Status quo Multiple room size options
20-30% of the room size is barely used by guests
Inefficient lobby areas
Reception staff is idle during non-arrival and check- out periods

14. Now vs disruption Junior suite Senior suite Unutilized space
Reception area
Standard room
Standard room
Standard room
Shared lobby/co-working space
Simple room
Simple room
Junior suite
Standard room
Standard room
Standard room
Senior suite
Standard room
Standard room
Standard room
Endless halls and lobby area
Unutilized space
Same space, but more customers served

15. Hey Mark, welcome back! Persona Mark Shneider
37 year old architect from Berlin
Considers himself a business nomad
Travels 30% of the year
Loves techno music, good steak
Time conscious, hates waiting of any form

16. the most personalized hotel experience: bon Aventura 2.01. 2. 3. 4. 5. 6.
1. Booking > seamless voice experience
2. Taxi ordered to welcome you after you have landed
3. Room number pops up on your mobile app
7. Open the room with your phone
8. Room (light, temperature, music, series) is customized to your choice
4. Next day you have the chance to connect with like-minded bon Aventura 2.0 residents
5. Curated restaurant and other leisure recommendations based on your social media usage
6. Hotel app connecting travelers with local community

17. Conclusion
Take Bonaventure hotels to the next level by personalized experiences for hotel guests!