Here's another one I love. I know that many of you have heard of this, but I doubt that many people in the US have. Basically, the interesting thing here is how Tune Hotels decided to compete on the basis of cost. In order to do that, it first needed to understand what customers wanted (cheap, safe, good location, clean, good bed, nice shower) and then design a product that would meet those needs. What's also interesting here is that they are as far as I know, one of the first hotel companies to really unbundle their different services.
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