Sojo hotel the first convenient hotel chain in vietnam

According to SOJO Hotels’ Chief Executive Nguyen Ba Luan, SOJO hotels are not only an accommodation filled with fresh recreational experience but also places showcasing the hotel’s philo

NHA TRANG UNIVERSITY FACULTY OF TOURISM MARKETING MANAGEMENT IN HOSPITALITY

ĐẠI HỌC NHA TRANG

1959

SOJO HOTEL - THE FIRST CONVENIENT HOTEL CHAIN IN VIETNAM

Student’s name : Dinh Yen Ngan

Student’s ID : 62133135

Khanh Hoa, May 2023

TABLE OF CONTENT

99)170 07 0

L General infroducfion: - c1 1n H21 v11 TS ng TH KTS TH KH khe

II 9.0 8 e 5

HH What type of customers does this establishment serve? co

1 Geographics: Q1 1221112 11H 1n 1H 1n TK ng k0 k ket

3 Psychographics: Q1 n nnn ng HT ng ng ng k ky AT eae

II How has it fully understood their preferences and behaviors?

1 CusfomIer-Ce€nTÍC: - Q nSS SH HS SH TS kt

2 Marketing 4P L L LL TH TH ng 1110111111 k xen khe gu

INTRODUCTION Hotel marketing is an overarching concept that refers to the various marketing strategies and techniques that hotels use to promote business and make a positive impression on guests Basically, it's about making a hotel as attractive as possible, to attract as many guests as possible

But due to the Covid-19 epidemic, the tourism industry's shield had a wobbly time; changing people's living habits, activities as well as needs, post-pandemic tourism trends can be predicted such as travel trends to safe places to avoid epidemics; Trends in technology application for safety management, as well as contact-limiting services; Trends of travel in small groups; Trends of short-term travel and near-day service booking; The trend of choosing resort activities, being close to nature, enjoying culinary culture Faced with such unexpected situations, the hotel industry is in need of a drastic change and revolutionary solutions With the growing trend of modern technology, SOJO hotels have opened up new directions, increased "resistance" and made the accommodation industry immune to the disease Considered the first hotel "no touch point" with the unprecedented concept "Convenience hotel"

According to SOJO Hotels’ Chief Executive Nguyen Ba Luan, SOJO hotels are not only

an accommodation filled with fresh recreational experience but also places showcasing the hotel’s philosophy in development: limiting physical contact, applying technology to create a new experience, removing add-on services, and investing in core services based

on the customer-centric strategy

CONTENT

I General introduction:

1 TNG Holdings:

TNG Holdings Vietnam is one of the leading multi-sector conglomerates in Vietnam today Joming the Vietnamese market in 1996 in the field of management and development of industrial parks, TNG Holdings Vietnam has expanded into many different areas with a wide range of activities around the country for 27 years of establishment and development

By providing the optimal integrated solution, bringing benefits to customers and society Operating in many fields of Real Estate Development, Sales and Management, Real Estate Leasing; Trade and services; Hotel — Resort; Energy; Agriculture and Finance — Banking With the mindset of overcoming all challenges to succeed, TNG Holdings Vietnam has constantly grown and become a multi-sector conglomerate and its mission is

“For A More Utility & Convenient Life.”

At the end of 2020, with the desire for digital transformation to bring a more convenient life for customers TNG Holdings Vietnam's strategy on digital transformation, there are 3 focuses The first is to digitize channels to interact with customers The second is research and implementation of digital business fields And finally, the application of data management and digital management reports (data analysis - BI) is based on prioritizing the exploitation of Cloud Computing (cloud computing), Big Data (Big Data) technologies ), Internet of Things (Internet of Things), Artificial Intelligence - AI (Artificial Intelligence) Regardless of the focus, customers are always the final destination of TNG Holdings Vietnam

Always following the same strategy as the original, the Group has built TNH Hotels & Resorts since 2015 during the outbreak of the epidemic and continues to develop, with the desire to provide products and services "Convenient" Hotels to the future of the tourism market in Vietnam

2 SOJO Hotels:

SOJO Hotels - a convenient hotel chain owned by TNH Hotels & Resorts is a completely new hotel model in Vietnam TNH Hotels & Resorts was established in 2015

by TNG Holdings Vietnam, with the desire to provide "convenient" hotel products and services to the Vietnamese tourism market "Convenience" can be understood as bringing customers convenience, convenience and efficiencys In English, no word defines"convenience" most accurately It can combine the word "convenient" (convenient) with "beneficial" (useful)

The hotel is probably a relatively new area when it comes to digital experiences based on 4.0 technology applications, especially in the context of the traditional accommodation model that is still extremely popular in Vietnam Meanwhile, tourists and regular business people are looking for a safer destination before the epidemic, more novel in each service

Therefore, the appearance of a convenient hotel model SOJO Hotels attracts great attention This hotel chain is different with its digital journey throughout, covering from the first touch to the last check-out step SOJO Hotels allows remote booking, use of services at the hotel through technology applications, and minimizes common physical contact activities (especially beneficial during complicated epidemic times) and integrate modem features into the living room It is known that this is the first convenient, "no- touch” hotel model m Vietnam Its own bold direction as well as leading to many conveniences in each customer's emotional touch point

With the motto "The nght and nght hotel" SOJO Hotels - a hotel that uses technology to enhance the experience, the nght that will be the new generation, young, dynamic and always global citizens and looking for something exciting — Gen Z

II What type of customers does this establishment serve?

1 Geographics:

Gen Z, because they are global citizens, they can live and work anywhere They are more likely to reside in cities and metropolitan areas, only 13 percent growing up in rural areas, and Gen Zers are less likely to move than those of previous generations were at the same age

2 Demographics:

a Age and Gender:

Gen Z - bom between 1997 and 2009 Many of Generation Z witnessed the financial struggles of their parents and older siblings, and therefore are more financially conscious than Generation Y They tend to save money and view economic stability as an essential factor im their career choices

Gen Zers have grown up in more diverse settings than did previous generations and have higher percentages of single-parent families, mixed-race families, and LGBTQ+ parents

in legally recognized partnerships In fact, 16 percent of Gen Zers identify as part of the LGBTQ+ community themselves, more than any previous generation They are also shifting and eschewing gender norms more than any previous generation, with more than half of Gen Zers saying that forms and profiles should allow for sex or gender options other than “man” and “woman.”

b Education:

Some reports have noted members of Generation Z as more pragmatic and earlier to mature than those of previous generations, Gen Zers being more likely to graduate high school, more likely to go to college, and more cautious 1n their career choices

3 Psychographics:

Research shows that Gen Z is a very influential demographic group and will shape the trend of the tourism market in the near future Several notable findings were highlighted

in the Outbox Consulting report

First, experience: Gen Z's purpose of travel is very clear: focusing only on entertainment and relaxation needs, with very little need for visits, work or study

Second, self-sufficient tourism prevails: Up to 80% of gen Z subjects participating in the survey chose this form Besides, young people also like privacy with groups of friends and family, tending to choose trips with few people, only about 2-3 people

Third, as a citizen of the digital age: Gen Z has many impacts and 1s attracted to communication tools On social networks Facebook, Instagram, young people often check

in, share and update their status lines, including the hobby of taking pictures of special spaces during their vacation to share with friends

According to the Hotel Guest Expectation 2020, 80% of respondents are willing to download the hotel's app to check-1n/check-out and receive all mformation without having direct contact with hotel staff, 73% of respondents are willing to download an app that integrates the room opening feature According to this report, the most popular forms

of check-in/check-out are through hotel apps 62%, hotel websites 30%, check-in/check- out kiosks 8%

4 Behavior:

Born when the Internet had already become mainstream, they are considered the vey first digital natives Having no experience of living without the Internet, they view digital tech-nologies as an indispensable part of daily life They always connect to the Inetrnet through their digital devices for learning, news updates, shopping, and social networking They consume content continuously through multiple screens, even when they are in social situations As a result, they see virtually no border between the online and offline worlds

This generation, both their thinking and behavior is completely different from the previous generation Y For them, there is no distance between the virtual world and the real world They become a very clear global citizen, no longer limited by village culture Therefore, future consumption trends are completely shaped by this generation - the generation that wants its actions to be part of the changing world As today's consumption becomes superfluous, today's gen Z thinks that money is no longer physical, money is for experience

SOJO hotel's target customers are Gen Z, so hotels may be looking to set up direct channels to communicate with them through technology Speed, convenience and personality are important factors to attract Gen Z customers

Ill How has it fully understood their preferences and behaviors?

1 Customer-centric:

Building a “touchless” hotel model based on CX research (customer experience platform) So they will be the ones to decide the culture and trends of consumption in the future Compared to previous generations, ecommerce channels, online shopping, are especially popular with Gen Z This not only helps them choose and pay cards easily, but also saves time and money

Customer-centric, gamified to enhance customer experience It can be said that customers

at Sojo hotel are quite diverse, but they all have in common young people, open-minded tourists to technology By recognizing the sustainable development of industrialization, SOJO's model completely invests in modern technology to satisfy the expectations of young customers - the generation that is knowledgeable and highly exposed to technology)

2 Marketing 4P

a Product: Building a “touchless” hotel model based on CX research ( customer experience platfom)

CX 1s all about the customer's perceptions of their experience with the business and the brand Along with the development of technology, the internet, social media, etc., customers have diversified choices of services, especially in travel and accommodation Overcoming all limitations on exposure and challenges from the pandemic, CX plays a major role in bringing positive emotions, understanding, and properly meeting customer needs in several periods

In Vietnam, the "contactless" hotel model developed by SOJO Hotels is based on the needs of the whole society and the wish of staying with minimum physical contact A customer staying at SOJO Hotels is able to actively check-in/check-out via mobile app or check-in kiosk without a receptionist, open room door with a digital key on a personal phone, adjust the sound system/ light/ temperature in the room without any technical staff, etc Zero-touch technology has helped SOJO Hotels create explosive emotional touchpoints Creating exciting technology experiences not only captures the mnght psychology of young and dynamic customers, but also opens up ideas to refresh the customer experience in the hotel industry

"Not just a place to stay, but a place to play" SOJO Hotels is the very first hotel chain to apply the concept of "Convenience meets Comfort", bringing in guest experience that is well-packed yet personalized to their own preference

Guests can self-register for all activities at home via SOJO's mobile applications "silent check-in", booking and checking in 48 hours in advance They just need to activate through the phone system, do not need to go through the front desk but go straight to the elevator, there is a FaceID identification system and go directly to the rest room All interactions are through the phone In guest rooms, guests are free to adjust the sound, lighting or room temperature SOJO Hotels also applies technology to the lighting system

in the bathroom for guests to customize the space to suit the mood such as vibrant, relaxing, etc

SOJO Hotels also aims to operate sustainably with a design that 1s as streamlined as possible, using materials with minimal impact on the environment In future development projects in the southern region, SOJO is also considering the option of using solar cells to provide heat energy for the filtered water system

SOJO has changed the traditions inherent in the hotel, ready to eliminate redundant spaces

or underutilized services throughout the system Instead, the designs are streamlined and optimized For example, to optimize room space, im traditional hotels, the room space can

be very large, from 24 to 32 square meters But at SOJO, where convenience comes first, the space is the most minimalist, only about 15 square meters per room In particular, focus on investing in luxury beds, even some that can reach 5-star standards

With common areas, traditional hotels often have a reception hall At SOJO, the reception hall is almost gone, not even an ordinary receptionist but only GURU staff Lounge bar, another SOJO Hotels public space, called JO247, is open 24/7, unlike hotels that usually open until 10pm or midnight In the JO247 space, customers can play entertarning games such as billiards, board games, foosball, even traditional games such as mandarin box, hopscotch, etc The restaurant at SOJO Hotels is also no longer traditional, but an open area — the JO247 lobby, where people can be closer and more connected, where entertainment and food are combined

SOJO Hotels cannot say no to human interaction Although there are few touch points, SOJO always makes them meaningful The human touchpoint at SOJO Hotels 1s called GURU - meaning masters GURU can function as a receptionist, an F&B staff or a concierge (customer support in the lobby) and a number of other jobs You are provided with support tools through technology applications such as CRM (Customer Relationship Management) The CRM system can integrate customer data, customer preferences, etc great support for GURUs in meeting customer needs With SOJO, GURU is not necessarily an experienced person, but only needs to be an open-minded person, capable

of analyzing, observing and taking care of customers As for professional skills, you will

be supported by the brothers and sisters in charge and the technology system

b Price

There have been many people saying that the hotel industry market is in a saturated stage, when "a piece of cake 1s divided into many other pieces", especially after Covid 19,

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the needs of customers become more and more "picky" " than So with a new hotel, although there are convenient facilities, but in terms of price, is there any place in this market when other hotels have many other attractive price policies, even many promotional offers? to attract customers With the advantage in the variety of hotel experiences SOJO touches each customer's emotions, there are still many surprising price incentives

c Place:

"Indigenous breath - local taste" is also one of the special hallmarks of SOJO Not following a fixed design style, each SOJO has its own story about the culture and lifestyle

of each locality depicted in modern design languages It is the story of a hundred-year-old train station, with carriages at SOJO Hotel Ga Hanoi; is the image of lychee land at SOJO Hotel Bac Giang; 1s the shadow of an old town in the Northern Delta at SOJO Hotel Nam Dinh; is the story of a straight rice countryside at SOJO Hotel Thai Binh

7

d Promotion: booking.com, tripadvisor, sojohotel.com

Especially, after the "social distancing" caused by Covid 19, the tourism industry is expected to “boom” when the traveling demand increases According to a recent report from Tripadvisor, 47% of travelers surveyed plan to travel internationally in 2021, 1 in 10

of whom have booked an international trip for this year Furthermore, 77% of respondents said they were more likely to travel internationally after being vaccinated Although this

is a good sign, the tourism industry is still in dire need of changing measures to cope with Covid 19 Profoundly studying the needs of customers and being ready to provide safe stay experiences during the pandemic is believed to be the "only" key for the tourism and hospitality industry

Some reviews on booking apps:

- Agoda

2adults

Q sOJO Hotel Ga Hanoi 5 30 May 2023 na 31 May 2023

lao

ns as 8.9 Excellent

879 reviews

SOJO Hotel Ga Hanoi + + + +

115 Tran Hung Dao Str, Hoan Kiem Dist, Hoan Kiem District, Hanoi, Vietnam, 100000 - SEE MAP “Loved the lightings and "Cle

rooms were clean.” bed

Get your trip off to a great start with a stay at this property, which offers free Wi-Fi in all rooms Conveniently

situated in the Hoan Kiem District part of Hanoi, this property puts you close to attractions and interesting a

dining options Don’t leave before paying a visit to the famous Old Quarter This 4-star property features fitness

center to make your stay more indulgent and memorable

°

Highlights

Sparkling clean 7 100 meters to public Si Top Value Check-in [24-hour] Airport transfer (7

MAP 9.0 Exceptional

Lo ation rating score

% 100% of staff fully vaccinated

100% of on-site staff have received all necessary vaccination shots for COVID-19

Q Exceptional location - 510 meters from

city center Exceptional for walking (I

2 adults

S_ SOJO Hotel Ga Hanoi ẤA UPDATE

Overview Rooms Facilities Reviews Location Policies F-, W// N VIEV THỊSDEAL Back

= 30 May2023 o> 31May 2023

AGODA REVIEWS (703) BOOKING.COM REVIEWS (129) ADDITIONAL REVIEWS (47)

Time of the year

Location 90 Service so Sep - Nov (42

Excellent © —— Dec - Feb (68

© From 703 reviews Value for money ae

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