Mystays Hotel Management is the 3rd largest hotel management company in Japan, overseeing 6,708 rooms at 51 properties in the Greater Tokyo Area (mainly metropolitan Tokyo), Nagoya, Kyoto, Osaka and Fukuoka. Mystays is the only hotel management company in Japan with a business model that enables its guests to freely select the length of stay at its four brands’ properties. Beyond this, they also offer travel guides and information for a number of locations around Japan with detailed descriptions of attractions and places of interest nearby their locations. Their one-stop shop approach provides users with the information and resources they need to prepare them for their stay.
- Wish List System Implementation
- Page Speed Optimization
- Enterprise-class Search from Solr
- Personalized Recommendation System
- Multilingual Content Management
- Enhanced Marketing Capability
- Integration with Zendesk, Gleam & Online Booking Solution Services
Mystays tripled their growth in 2017 and will continue to add 300 more hotels to their portfolio in 2018, with an estimated 400,000 customers booking via the online system. However, their previous online platform was beginning to show its age, being unable to cope with MyStays’ growing popularity and hotel selection. Growing fast with a large offering also brings the challenge for customers to find the most suitable stay.
Wanting their website to feel more modern, functional and offer a premium online experience that reflect their brand positioning, MyStays looked to replatform their website with a more featureful and optimized alternative. In this project, MyStays also wanted to be equipped with further marketing capabilities helping them to reach further to a wider audience.
Another challenge for MyStays was the language barrier. The project required cooperation with different teams located in Germany, France, the US, England, Vietnam and Japan using English as the common language. However, technical resources with fluent English capability in Japan are not always available and can be costly.
Sitecore 8.2 proved to be the best choice for MyStays’ needs, firstly due to its capability to handle content heavy website quickly and efficiently, while also accelerating management and administration in the backend. MyStays use of high quality images, text and other content allow them to provide detail about their hotels while providing a dedicated section for recommending nearby attractions, with insights into the history of the area and suggestions for activities.
Targeting customer from all around the world travelling to Japan, SmartOSC helps MyStays to implement the website in five different languages including Japanese, simplified and traditional Chinese, English and Korean.
Sitecore’s architecture greatly impacts the website performance, benefiting their customer experience. Sitecore’s multiple cache layers were easily configured alongside HTML caching, allowing significantly improved loading speed on the website.
Analytics functionality was setup with customized reports to give marketers important information to make informed, data driven decisions. Sitecore’s famous personalization capabilities are another key strength, with marketers benefiting from the intuitive design and interface that allow them to easily make changes and personalize each individual’s experience without technical knowledge.
Sitecore enables responsive design, optimizing content for mobile while maintaining speed and quality. Flexible image delivery was also configured to allow the server to deliver just the right image size to fit with user’s screen, which also improves the website speed. It is this kind of flexibility that allows customers to have the same experience on whichever device they use to engage with the brand.
Extending Site Capability and User Experience
The integration with Trust You, the world largest guest feedback platform, allows Mystays’ customers to make informed decisions before making a booking. Hotel detail page is
integrated with map service allowing customer to visualize the location and nearby attractions.
Gleam.io was integrated to enhance marketing capability, providing email capturing to help build up a database, giving users who sign up promotional codes for discounts on their next booking. Custom promotion campaign is also easily implemented with predefined promotion code is assigned for each campaign. The system tracks the URL which contains campaign information and automatically insert promotion code for customer when they check out.
The websites also integrates with three different booking solution services, Fastbooking, Travelclick and Rwith, which allow customization to fit with the theme of the MyStays website. Rwith was chosen due to its support for Japanese characters, while Travelclick was introduced to eventually replace the previous FastBooking service. To maintain consistency, prices are synced daily between the Mystays website and each of the booking services.
Using Sitecore’s powerful personalization capabilities, it was possible to create unique experience for customers based on their past behavior onsite. A wishlist was included on the website, and those in the list along with previously visited hotel also appear first in the search suggestion.
A ‘Featured Hotels’ section was included on the homepage, which displays nearby hotels to customers as they access the website. As they continue to use the website, this featured list will adapt to include hotels that the user has visited in the past, as well as those wishlisted hotels.
Due to map service restriction in China, the system is configured to adapt with customer ’s language selection. When Chinese is selected, the system will connect with Baidu map service to provide visualize location of the hotel and nearby attractions. For the rest, Google map will be used.
To talk direct with users live on the website, Zendesk’s Live Chat was included on the website. This feature is available across devices, enabling customers to chat with a real person, greatly personalizing customer service and improving their experience.
There were a number of integrations included in this project to help improve the functionality of the website. Google Analytics is one example, allowing Mystays to track and evaluate how customers use their website.
Similarly, Adobe DTM was integrated, creating another level of analytic capability while keeping the website running optimally. With the data they collect, Mystays can see how to improve their website to better fit with the customers’ journey.
In the next phase of the project, Mystays wants to properly integrate their Cendyn CRM into Sitecore to better manage and oversee customer relations. A social sign on feature is also planned to allow users to sign up using their social media account. Their ultimate goal is to create dedicated interface for each hotel brand, helping to segment the website and create a more relevant experience for the customer.
With their team of multilingual staff, detailed guides and reviews, Mystays strive to continue providing customers with a personalized experience to help them find the right place for them, making them feel right at home before, during and after their stay.