Using Website Innovations to Meet Unrecognized Needs

Chip Conley, Modern Elder Academy

In order to match the specific personalities of customers with the specific personalities of their hotels, Joie de Vivre implemented a creative website innovation. Using an avatar and an online survey, the website is able to provide a hotel that is tailor made to fit the individual customer. In order to meet another unrecognized need of the customer, the site provides psychographically customized travel advice that is off the beaten track. As a result of this innovation, Joie de Vivre now receives 70% of its bookings through its own website and has won E-marketer of the year awards several years running.