Mémoire-projet

Abstract

This master thesis focuses on a major strategic issue, particularly for the luxury hotel industry. It therefore poses the following question: ‘How can a luxury hotel such as The Wiltcher's optimise and improve its website and user experience in order to encourage customers to make direct bookings rather than using third-party platforms such as Booking.com, etc.?’ Through this case study of Wiltcher's, a prestigious hotel located on Avenue Louise, this master thesis explores the digital levers that could enhance the attractiveness of the establishment's website. The research is based on a mixed approach, combining a qualitative study, a quantitative study, and a competitive benchmark carried out upstream. The study reveals that the main obstacles currently facing the Wiltcher's website are a lack of personalisation, the absence of immersive visuals, and other sticking points in the user journey. Hence the importance of this research, which aims to formulate concrete recommendations based on the analyses conducted. In conclusion, this thesis aims to propose an action plan consisting of realistic ideas to make the Wiltcher's website a real conversion lever, in line with the codes of luxury.