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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