A hotel website can look polished and consistent (good UI) and still deliver a poor user experience (UX).

(a) Create a plausible buyer persona representing The Alder’s target traveler. Include: Demographics Psychographics, such as values, interests, and lifestyle Travel goals and frustrations Preferred digital channels. (6 points) (b) The Alder is launching a winter weekend package for this persona. Make the following three marketing decisions: Promotional channel: Choose one digital channel to promote the package. Message and tone: Write a headline or opening line for the promotion, and describe its tone in one or two words. Website UX feature: Recommend one feature on the package page that would make booking easier for this traveler. For each decision, identify one trait from your persona in part (a) and explain how it supports your choice in one or two sentences. Use a different persona trait for each decision. (10 points) (c) Identify one marketing action The Alder should avoid when promoting this package. Explain why it could backfire, referring to a specific trait from your persona in part (a). (4 points)

Part 1: Multiple Choice Choose the single best answer. Several questions include data; please read through them carefully. 

A hotel’s marketing team is planning a campaign using the following customer persona: Priya is a 31-year-old product manager who researches trips on her phone during her commute. She trusts other travelers’ reviews more than claims from hotel brands and gets frustrated when resort fees appear late in the booking process. She is active on TikTok and uses Google Maps to explore hotels and read guest reviews. Which marketing action best fits this persona and would help her decide whether to book?

Part 3: Short answer essay Answer all three essay questions. Use course concepts and terms where relevant, and provide support for your choices.  Case: The AlderThe Alder is a fictional 48-room boutique hotel in a mountain town. Its average room rate is $289 per night, and approximately 35% of its bookings come through online travel agencies (OTAs). Its target market is affluent millennial travelers. The hotel also owns Harvest Table, a new restaurant on its ground floor. Harvest Table has no customer reviews yet, and most local residents are unfamiliar with it.

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A patient has a rare genetic mutation that causes protein sorting errors inside their cells. Ribosomes synthesize proteins normally, and the rough ER folds them correctly. However, proteins arriving at their destination are missing crucial sugar molecular “labels” and end up sent to the wrong cellular location or lost entirely. Based on these symptoms, which organelle is failing?

A researcher wants to isolate intact human red blood cells for an experiment. By mistake, they mix the cells with pure distilled water (0% NaCl) instead of normal physiological saline (0.9% NaCl). What will happen to the cells, and how can the researcher correct the solution to prevent cell damage?

Cortisol is a steroid hormone derived from cholesterol. Insulin is a large peptide hormone made of linked amino acids. Based on their chemical structures, how do these two hormones interact with target cells?