| dc.description.abstract | The hospitality industry is growing, at the same time the number of competitors is increasing. The sharing economy and online travel agencies are seizing increasing parts of the profit. In order to maintain the strong position, incremental innovation is an important tool. One of the possibilities for approving the market situation is the implementation of new digital solutions, for example, within mobile applications and booking solutions. In recent years online travel agencies have taken over the online traffic flow, where hotel guests utilize solutions such as Expedia or Booking.com when booking online.
This thesis investigates if indoor map services possess business potential in the next generation digital hotel solutions, and consider if indoor map services can improve the value proposition hotels deliver to its customers. MazeMap is a prominent vendor providing indoor map services to a selection of customers, including governmental institutions and venues such as universities, shopping malls, and hospitals. This thesis utilizes the MazeMap solution and their features as a basis for conducting market research.
The results of the investigation performed in this thesis will be composed into a potential business model. In order to propose a viable business model, an international market survey has been conducted targeting hotel executives in the hospitality industry. The survey gathered 134 responses from 40 countries. The result display that a majority of the respondent, 52.2\%, are initially positive or already utilizing indoor maps. To compose an overall impression of economic value and indoor map interest, respondents were asked to specify their willingness to invest and interest toward different indoor map services. Based on the survey results and market research, a potential business model was composed following Alexander Osterwalder s Business Model Canvas. | en |
