Forte Hotel
Forte Hotel Design Exercise
Forte Executive Inn - Combines the ambiance of a European hotel with American functionality
Target group: European and American business travellers
Top three reasons for business travellers: Price, location, brandname
Midprice hotel, 100/night
60% of american business travellers are men preferences: price, location convenience
40%woman preferences: cleanliness, safety
BUT unique attributes encourage repeat visits
Survey: 30% of business travellers interested in
- in-room computer facilities
- on-site conerence facilities
- well-lit work areas
- telecomfacilities
European travellers to America half wants to relax in the hotel
Bundles of attributes mean different level of each attributes (room type, business amenities) have been grouped for respondents’ evaluation.
Advantage of describing products as bundles of attribute options:
By using the bundles of attributes in surveys, the respondents will have a clear picture when they are comparing among the options. It might be easier in comparison due to all the levels of attributes have been listed out clearly. Therefore, the respondents can save time when they are answering the question because they can imagine the option briefly with those simple descriptions.
Limitations of describing products as bundles attribute options:
Although the respondents will be easier to imagine the option by using the bundles of attributes, but it might be too complicated to respondents if there are too many combination for their evaluation. Respondents may feel confused so they might have difficulties in comparisons. Also, if the respondents feel too complicated, they might lost their impatient in answering the question. It may lead to the result cannot be accuracy.
1. First choice rule
The First Choice Rule suggests that customers will choice the product that provides the most utility compared to alternatives. We believe this is the right assessment of the
Forte Executive Inn - Combines the ambiance of a European hotel with American functionality
Target group: European and American business travellers
Top three reasons for business travellers: Price, location, brandname
Midprice hotel, 100/night
60% of american business travellers are men preferences: price, location convenience
40%woman preferences: cleanliness, safety
BUT unique attributes encourage repeat visits
Survey: 30% of business travellers interested in
- in-room computer facilities
- on-site conerence facilities
- well-lit work areas
- telecomfacilities
European travellers to America half wants to relax in the hotel
Bundles of attributes mean different level of each attributes (room type, business amenities) have been grouped for respondents’ evaluation.
Advantage of describing products as bundles of attribute options:
By using the bundles of attributes in surveys, the respondents will have a clear picture when they are comparing among the options. It might be easier in comparison due to all the levels of attributes have been listed out clearly. Therefore, the respondents can save time when they are answering the question because they can imagine the option briefly with those simple descriptions.
Limitations of describing products as bundles attribute options:
Although the respondents will be easier to imagine the option by using the bundles of attributes, but it might be too complicated to respondents if there are too many combination for their evaluation. Respondents may feel confused so they might have difficulties in comparisons. Also, if the respondents feel too complicated, they might lost their impatient in answering the question. It may lead to the result cannot be accuracy.
1. First choice rule
The First Choice Rule suggests that customers will choice the product that provides the most utility compared to alternatives. We believe this is the right assessment of the