5StarConsultingGroup - Final Presentation

Davis Kalsbeek|Lyon Hu| Lavinia Wang|Sandra Nikodimos

Conveniently & Comfortably Connect

Through Tribute

PROBLEMS

How can Tribute Portfolio differentiate itself from other existing hotels in the market?

How should Starwood position its new hotel brand Tribute Portfolio in the US?

I II

Aged 22-30 Male & Female

Householdincome $ 50,000+ Travel at

least once a year

Socially interactive (use

at least one social network)

TARGET MARKET

Conservative

Innovative

Preference

Competitive PriceLow Price

The Perception

OPTIMAL Hotel KIT

Standard Rates ($200+) Trendy Location Cool Facility Services

Focus on Size of the Room Virtual Hospitality Comfortable Feeling

ConnectConvenience

Trendy Location

Comfortability

recommendations

convenience

Price 10.9%

Location24.0%

Facilities 15.7%Rewards

4.5%

Lobby 13.8%

Room Allocation 16.5%

Mobile App14.6%

How important does this feature matter?N=53

convenience

Location Suburbs Location Downtown Metro City Limits0.00

0.02

0.04

0.06

0.08

0.10

0.12

0.14

0.16

0.18

Where is the ideal hotel location?N=53

0.03

Watch TV

Read books/ M

agazines

Go to th

e movie

theatre

/ Watch

movie

s

Go out with

friends

Go out to eat

Volunteer

Go to sp

orting eve

nts

Go shopping

Lounge

0

10

20

30

40

50

Which of the following activities do you partake in?N=53

convenience

For the first launch in Chicago

West Loop

convenience

Connect

Mobile App

Convenience

Trendy Location

Comfortability

recommendations

Conservative

Innovative

Low Price Competitive Price

Preference

Good Hospitality

Make Me Feel Comfy

Perception

OPTIMAL Hotel KITHow often do you utilize hotel services?

N=53

More than half don’t take advantage of this service.

Never10.4%

Rarely56.3%

Sometimes20.8%

Usually2.1%

Always10.4%

Price10.9%

Location24.0%

Facilities15.7%Rewards

4.5%

Lobby13.8%

Room Allocation16.5%

Mobile App

14.6%

How important does this feature matter?N=53

connect

Mobile App

connect

Keyless

Check In & Out Open Forum

Watch TV

Read books/ M

agazines

Go to th

e movie

theatre

/ Watch

movie

s

Go out with

friends

Go out to eat

Volunteer

Go to sp

orting eve

nts

Go shopping

Lounge

0

10

20

30

40

50

Which of the following activities do you take part in?N=53

connect

Mobile App

connect

Keyless

Check In & Out

Group Access

Open Forum

Connect

Mobile App

Swim-up Bar

Convenience

Trendy Location

Comfortability

recommendations

Facilities Roof Top Pool Facilities Top Floor Mezzanine Level

(Snack Shack)

Full Spa0.00

0.05

0.10

0.15

0.20

0.25

0.30

Which is your most wanted facility in a hotel?N=53

connect

Swim-up Bar

connect

Connect

Mobile App

Swim-up Bar

Convenience

Trendy Location

Comfortability

Overall Comfort

recommendations

Conservative

Innovative

Low Price Competitive Price

Preference

Good Hospitality

Make Me Feel Comfy

Perception

comfortabilityTarget Market

40%

51%

50%

50%

Reason of TravelLifesyle

86%

Enhancing Overall Comfort

Decorations Scents

Extra Soft Toilet PaperSleep Number Bed

comfortability

Connect

Mobile App

Swim-up Bar

Convenience

Trendy Location

Comfortability

Overall Comfort

Large Room/Full Amenities

recommendations

comfortabilityTarget Market

How Many People

6%

52%

33%

8%

Activities

Go out withFriends

Go out to eat

Watch TV

Room Size Allo

cation Room/Su

ite Si

ze

Room Size Allo

cation Bathroom Si

ze

Balcony I

ncluded

0.000.050.100.150.200.250.300.35

Which option would you like to add to the hotel room?N=53

22-26

27-30

comfortability

Large Room with Full Amenities

comfortability

Larger Rooms Full Amenities

Connect

Mobile App

Swim-up Bar

Convenience

Trendy Location

Comfortability

Overall Comfort

Large Room/Full Amenities

recommendations

ALL IN ONE STOP HOTEL

CAMPAIGN

Conveniently & Comfortably Connect

Through Tribute

Five Star ConsultingAppendix

Appendix Please select your age range

Answer Options Response Percent

Response Count

Between 22-26 years old. 85.2% 52

Between 27-30 years old. 14.8% 9

Other, not included. 0.0% 0

answered questions 61

skipped questions

Appendix Have you booked a hotel room in the past or plan to book a hotel room in the

near future?

Answer Options Response Percent

Response Count

Yes 95.1% 58

No 4.9% 3

answered question 61

skipped question

AppendixHow often do you travel in a year?

Answer Options Response Percent

Response Count

1-3 times a year. 39.7% 23

4-6 times a year. 43.1% 25

7 or more times a year. 17.2% 10

answered question 58

skipped question

Appendix Please choose the main reasons for traveling

Answer Options Response Percent

Response Count

Business 39.7% 23

Vacation 86.2% 50

Family event: wedding, funeral, ect.

27.6% 16

Special occasion: anniversary, honeymoon, etc.

15.5%9

AppendixWhen you travel, how often do you stay in a hotel?

Answer Options Response Percent

Response Count

Rarely 13.8% 8

Sometimes 41.4% 24

Never 1.7% 1

Most of the time 32.8% 19

Always 10.3%6

Appendix Besides your room, where do you spend most of your time?

Answer Options Response Percent

Response Count

Lobby 17.0% 8

Bar 23.4% 11

Pool 17.0% 8

Fitness Center 4.3% 2

Restaurant 38.3%18

AppendixBesides sleeping, what percentage of your time is spent outside of your hotel

room?

Answer Options Response Percent

Response Count

0-25% 8.3% 4

26-50% 14.6% 7

51-75% 50.0% 24

76-100% 27.1%13

AppendixOn average, how much do you spend per night when booking a hotel room?

Answer Options Response Percent

Response Count

$50-$99 20.8% 10

$100-$149 39.6% 19

$150-$199 20.8% 10

$200-$249 14.6% 7

$250-$299 0.0% 0

$300 or more 4.2%2

AppendixWhen booking a hotel for leisure, how many people do you typically split ONE

standard room?

Answer Options Response Percent

Response Count

0 (stay alone) 8.3% 4

1 other 52.1% 25

2-3 33.3% 16

4 or more 6.3%3

AppendixHow often do you utilize hotel services?

Answer Options Response Percent

Response Count

Never 10.4% 5

Rarely 56.3% 27

Sometimes 20.8% 10

Usually 2.1% 1

Always 10.4%5

AppendixWhere do you stay instead of hotels?

Answer Options Response Percent

Response Count

BNB 50.0% 4

Friend's or family's residence 62.5% 5

My Condo 12.5% 1

My lakehouse/vacation home 0.0% 0

Rent out lakehouse/vacation home 12.5% 1

Other 0.0%0

AppendixWhy do you choose alternatives over hotels?

Answer Options Response Percent

Response Count

To save money 100.0% 8

Own property (no need for hotel) 0.0% 0

Hotels do not provide the experience I need

25.0% 2

Want full experience of location I am visiting

12.5% 1

Have other accommodations set up for me

12.5% 1

Refuse or dislike staying in hotels 0.0% 0

Other 12.5%1

AppendixWhat social media do you regularly use?

Answer Options

Response Percent

Response Count

Answer Options

Response Percent

Response Count

Answer Options Response

PercentResponse

Count

Facebook 68.5% 37 Whatsapp 20.4% 11 Google + 14.8% 8

Instagram 55.6% 30 Tumblr 3.7% 2 YouTube 40.7% 22

Twitter 20.4% 11 Pinterest 16.7% 9 Wechat 50.0% 27

Snapchat 24.1% 13 LinkdIn 44.4% 24 Weibo 35.2% 19

Other (please specify) 0

AppendixWhat social media do you regularly use?

AppendixWhat type of lifestyle do you lead?

Answer Options Response Percent

Response Count

Answer Options

Response Percent

Response Count

Adventurous 33.3% 18 Religious 9.3% 5

Stressful 24.1% 13 Relaxed 42.6% 23

Active 51.9% 28 Spontaneous 18.5% 10

Busy 50.0% 27 Structured 25.9% 14

Healthy 50.0% 27 Other (please specify) 0

AppendixWhat type of lifestyle do you lead?

AppendixWhich of the following activities do you partake in?

Answer Options Response Percent

Response Count Answer Options Response

PercentResponse Count

Watch TV 68.5% 37 Volunteer 20.4% 11

Read books/ Magazines 42.6% 23 Go to sporting events 42.6% 23

Go to the movie theatre/ Watch movies

55.6% 30 Go shopping 48.1% 26

Go out with friends 79.6% 43 Lounge 35.2% 19

Go out to eat 77.8% 42 Other (please specify) 0

AppendixWhich of the following activities do you partake in?

AppendixWhat types of websites do you regularly visit?

Answer Options

Response Percent

Response Count

Answer Options

Response Percent

Response Count

Answer Options

Response Percent

Response Count

Home Improvement/DIY

20.4% 11 Food 48.1% 26 Lifestyle 29.6% 16

Retail 25.9% 14 Travel 37.0% 20 Fashion 40.7% 22

Sports 44.4% 24 Outdoors 20.4% 11 Entertainment 51.9% 28

Business 29.6% 16 Social Media 57.4% 31 Academic 24.1% 13

Other (please specify) 1

AppendixWhat types of websites do you regularly visit?

AppendixPlease indicate your gender.

Answer Options Response Percent

Response Count

Male 48.1% 26

Female 50.0% 27

Prefer not to answer 1.9%1

Appendix Please indicate your ethnicity.

Answer Options Response Percent

Response Count

White 35.2% 19

Black or African-American 3.7% 2

American Indian or Alaskan Native

1.9% 1

Asian 57.4% 31

Native Hawaiian or other Pacific Islander

0.0% 0

From multiple races 1.9% 1

Some other race (please specify)

AppendixWhat is the highest level of education you have?

Answer Options Response Percent

Response Count

Less than high school degree 1.9% 1

High school degree or equivalent (i.e. GED)

1.9% 1

Some college but no degree 0.0% 0

Associate degree 1.9% 1

Bachelor's degree 47.2% 25

Master's degree 45.3% 24

Doctorate degree 1.9%1

AppendixWhat is your household income?

Answer Options Response Percent

Response Count

<$25,000 22.2% 12

$25,000 to $49,999 37.0% 20

$50,000 to $74,999 16.7% 9

$75,000 to $99,999 11.1% 6

$100,000 to $149,999 3.7% 2

$150,000 to $249,999 7.4% 4

$250,000+ 1.9%1

AppendixWhat is your marital status?

Answer Options Response Percent

Response Count

Married 13.2% 7

Widowed 0.0% 0

Divorced 1.9% 1

Separated 3.8% 2

Never married 81.1%43

The Perception

Innovative

Preference

Conservative

Competitive PriceLow Price

Easy To Book A Room

Conservative

Innovative

PreferenceAppealing Rewards program

Good Hospitality

Make Me Feel Comfy

AffordableDon’t make me feel safeLimited Hotel LocationsDirty Hotel Rooms

Competitive PriceLow Price

The Perception

Conservative

Innovative

Preference

Good Hospitality

Make Me Feel Comfy

Competitive PriceLow Price

The Perception

Conservative

Innovative

Preference

Competitive PriceLow Price

The Perception

Conservative

Innovative

Preference1

4

5

6

Competitive PriceLow Price

The Perception

Conservative

Innovative

Preference1

4

5

6

Competitive PriceLow Price

The Perception

Conservative

Innovative

Preference

Competitive PriceLow Price

The Perception

CA - Level of importance (22-30)

Feature OFI

Location 24%

Room Allocation 17%

Facilities 16%

Mobile App 15%

Lobby 14%

Price 11%

Rewards 4%

Feature Importance

Price Location FacilitiesRewards Lobby Room AllocationMobile App

CA - Level of importance (22-26)

Feature OFI

Location 23%

Room Allocation 18%

Facilities 16%

Lobby 16%

Price 12%

Mobile App 12%

Rewards 3%

Feature Importance

Price Location FacilitiesRewards Lobby Room AllocationMobile App

CA - Level of importance (27-30)

Feature OFI

Mobile App 25%

Location 22%

Lobby 14%

Facilities 12%

Rewards 10%

Room Allocation 9%

Price 8%

Feature Importance

Price Location FacilitiesRewards Lobby Room AllocationMobile App

InterceptPrice $100Price $200Price $300

SuburbsDowntown

Metro City LimitsRoof Top Pool

Top Floor Mezzanine Level (Snack Shack)Full Spa

Good for next stayGood for room upgrades

Good for additional amemitiesLobby Area Bar

Lobby Area RestaurantComplimentary Continental Breakfast & Café

Room/Suite SizeBathroom Size

Balcony IncludedRoom Key Mobile App ScanRoom Climate Control App

Book Room & Check In/Out

1.000.18

0.250.17

0.140.00

0.170.280.28

0.170.200.20

0.170.20

0.270.17

0.290.21

0.170.27

0.180.17

Optimal Hotel Kit

Standard Rates

Mobile App

Facilities

Room Allocation

Location

CA – (22-30) Price - $200Location - Metro City Facilities - Indifferent mezzanine and top poolRewards Program -

Room upgradeLobby Area - Restaurant Room Size Allocation –Suite Size Mobile Application - Room key Mobile AppScan

InterceptPrice $100Price $200Price $300

Location SuburbsLocation Downtown

Metro City LimitsFacilities Roof Top Pool

Facilities Top Floor Mezzanine Level (Snack Shack)Full Spa

Rewards Program Good for next stayRewards Program Good for room upgrades

Good for additional amemitiesLobby Area Bar

Lobby Area RestaurantComplimentary Continental Breakfast & Café

Room Size Allocation Room/Suite SizeRoom Size Allocation Bathroom Size

Balcony IncludedMobile Application Feature Room Key Mobile App ScanMobile Application Feature Room Climate Control App

Mobile App to Book Room & Check In/Out

0 0.2 0.4 0.6 0.8 1 1.21.00

0.180.25

0.170.14

0.000.17

0.280.28

0.170.200.20

0.170.20

0.270.17

0.290.21

0.170.27

0.180.17

Price

CA (22- 26)Price - $200Location - Suburb Facilities - Top FloorMezzanine Rewards Program - Good forroom upgrade Lobby Area - Area Restaurant Room Size Allocation - RoomSuite Mobile Application - Roomkey Mobile App Scan

Intercept

Price $100

Price $200

Price $300

Suburbs

Downtown

Metro City Limits

Roof Top Pool

Top Floor Mezzanine Level (Snack Shack)

Full Spa

Good for next stay

Good for room upgrades

Good for additional amemities

Area Bar

Area Restaurant

Complimentary Continental Breakfast & Café

Room/Suite Size

Bathroom Size

Balcony Included

Room Key Mobile App Scan

Room Climate Control App

Book Room & Check In/Out

0 0.2 0.4 0.6 0.8 1 1.2

1.00

0.20

0.26

0.17

0.14

0.00

0.17

0.30

0.29

0.17

0.20

0.20

0.17

0.220.29

0.17

0.31

0.21

0.17

0.27

0.18

0.17

CA (27 – 30) Price - $ 200 Location - Indifferentbetween Metro City &Suburbs Facilities - Indifferentmezzanine and top pool Rewards Program - Goodfor room upgrade Lobby Area - indiff btwRestaurant &complimentary breakfast Room Size Allocation -BathroomMobile Application - Roomkey Mobile App Scan

Intercept

Price $200

Location Suburbs

Metro City Limits

Facilities Top Floor Mezzanine Level (Snack Shack)

Rewards Program Good for next stay

Good for additional amemities

Lobby Area Restaurant

Room Size Allocation Room/Suite Size

Balcony Included

Mobile Application Feature Room Climate Control App

0 0.2 0.4 0.6 0.8 1 1.21.00

0.120.18

0.150.15

0.000.15

0.240.24

0.150.210.22

0.150.05

0.150.150.16

0.220.15

0.310.140.15