Student Stay Student Stay by Marriottby Marriott

Cracking into an untapped Cracking into an untapped marketmarket

Amy StammAmy StammBrad OlinBrad OlinMichael CantalupoMichael Cantalupo

Mission StatementMission Statement

To promote To promote safe traveling practices safe traveling practices to to college students by providing college students by providing welcoming, welcoming, reliable, and safereliable, and safe short-term lodging in top short-term lodging in top European cities at rates European cities at rates students can students can affordafford. .

Competitive AdvantageCompetitive Advantage

We will provide hostel services at a We will provide hostel services at a lower cost lower cost than comparable area hostels while maintaining a than comparable area hostels while maintaining a safe, clean and welcoming environmentsafe, clean and welcoming environment because our number one priority is because our number one priority is promoting promoting safe travelling practicessafe travelling practices. .

Main ObjectivesMain Objectives

Non-financialNon-financial

To develop a widespread reputation as a reliable and To develop a widespread reputation as a reliable and safe place for college students to stay when traveling in safe place for college students to stay when traveling in Europe.Europe.

To educate customers on safe traveling practices in To educate customers on safe traveling practices in general as well as in each hostel’s particular city.general as well as in each hostel’s particular city.

To generate a sense of community among travelers To generate a sense of community among travelers staying in the hostel in order to encourage travelers not staying in the hostel in order to encourage travelers not to explore the city alone. to explore the city alone.

To form partnerships with university study To form partnerships with university study abroad/international student offices to educate abroad/international student offices to educate students on safe traveling practices. students on safe traveling practices.

Main Objectives Main Objectives (Continued…)(Continued…)

FinancialFinancial

To form partnerships with local businesses to To form partnerships with local businesses to decrease cost of running hostel by 10%. decrease cost of running hostel by 10%.

To earn enough revenue to open a new hostel To earn enough revenue to open a new hostel every 3 years. every 3 years.

To secure charitable donations or partial financial To secure charitable donations or partial financial backing from at least one organization or person backing from at least one organization or person (such as Visitors Bureaus, area attractions or local (such as Visitors Bureaus, area attractions or local philanthropists) in each city to which we plan to philanthropists) in each city to which we plan to expand. expand.

Why Why YouYou Should Join Us Should Join Us

Benefits to MarriottBenefits to Marriott Good public relations because it shows that Good public relations because it shows that

Marriott cares Marriott cares about safety in travelingabout safety in traveling People who stay at StudentStay can be People who stay at StudentStay can be

translated into general Marriott customers in a translated into general Marriott customers in a few years; good-will will create few years; good-will will create loyal loyal customerscustomers

Why You Fit With UsWhy You Fit With Us

Marriott’s involvement in StudentStay would Marriott’s involvement in StudentStay would give give credibility to our hostelscredibility to our hostels, advancing , advancing our goal of making it our goal of making it easy for students easy for students to to find find reliable and safe reliable and safe hostels in which to hostels in which to stay. stay.

Marriott has business connections in the Marriott has business connections in the international markets international markets to which we hope to to which we hope to open hostels. open hostels.

External Factors External Factors &&

Environmental ForcesEnvironmental Forces

Target MarketTarget Market

College Students (international and national) College Students (international and national)

Parent’s of college studentsParent’s of college students

Possibly study abroad schools looking to cut deals Possibly study abroad schools looking to cut deals for their students traveling abroadfor their students traveling abroad

All demographicsAll demographics Age 18-25Age 18-25 All racesAll races Aimed toward students in middle class (financial) Aimed toward students in middle class (financial)

What Makes Us Different?What Makes Us Different?

Safety Safety

AffordableAffordable Student discounts Student discounts

Meet other college studentsMeet other college students

Customer service Customer service

List of activities for popular travel destinations List of activities for popular travel destinations With contact informationWith contact information

LocationLocation in a variety of in a variety of different citiesdifferent cities, customers know that , customers know that

they can trust our hostel chain. they can trust our hostel chain. Choosing a hostel when visiting a variety of cities is Choosing a hostel when visiting a variety of cities is

made easiermade easier

Connecting With Connecting With the Customerthe Customer

Psychological influencesPsychological influences: Financial security : Financial security (always low prices for the customers), (always low prices for the customers),

Situational influencesSituational influences: Easy to navigate : Easy to navigate website & excellent trained customer service website & excellent trained customer service

Sociocultural influencesSociocultural influences: Allows comments : Allows comments from past customers, connects to Facebook from past customers, connects to Facebook to inform customer which friends have used to inform customer which friends have used our service our service

Marketing ResearchMarketing Research

Understanding Our Understanding Our Target MarketTarget Market

Market segments Market segments college studentscollege students

traveling for pleasuretraveling for pleasure part of a study abroad program.part of a study abroad program.

Limited income (if any) Limited income (if any) Want Want low priceslow prices while not having to settle for while not having to settle for

quality.quality. Only design the bare minimum Only design the bare minimum the essentials the essentials

Sleep and directions for popular attractionsSleep and directions for popular attractions Cleanliness and maintenance efficiencyCleanliness and maintenance efficiency

Positioning StatementPositioning Statement

For students who want an For students who want an inexpensiveinexpensive place place to lodgeto lodge

Don’t want to settle for Don’t want to settle for cleanlinesscleanliness, , customer servicecustomer service and and quality of the quality of the facilitiesfacilities, ,

Student Stay by Marriott is the perfect place Student Stay by Marriott is the perfect place for students to lodge while they are exploring for students to lodge while they are exploring the amazing sites our world has to offer. the amazing sites our world has to offer.

Introduction/Growth StageIntroduction/Growth Stage

Advertising through MarriotAdvertising through Marriot Introduce our new hostels. Introduce our new hostels. We will claim how the Marriot hotels are clean and We will claim how the Marriot hotels are clean and

safe; “Student Stay matches your Marriott safe; “Student Stay matches your Marriott standards” standards”

Educate our audience about our hostels and also Educate our audience about our hostels and also create the message we want to be heard (clean, create the message we want to be heard (clean, safe, and reasonably priced). safe, and reasonably priced).

Growth Growth manage our price right, attract our manage our price right, attract our student audience. student audience.

Therefore, increasing sales/revenue and creating Therefore, increasing sales/revenue and creating ways for the hostel to grow. ways for the hostel to grow.

Pricing SchemePricing Scheme

Hostel rates will change, fluctuating depending on city, day Hostel rates will change, fluctuating depending on city, day of the week, time of year and holidays.of the week, time of year and holidays.

To determine price, StudentStay will consider two important To determine price, StudentStay will consider two important things: the rates for hostels that we view as comparable in things: the rates for hostels that we view as comparable in value to what StudentStay is offering and the rates of value to what StudentStay is offering and the rates of hostels that we believe are unsafe (trading safety for price).hostels that we believe are unsafe (trading safety for price).

StudentStay rates will be determined by finding a middle StudentStay rates will be determined by finding a middle between the hostels we are trying to prevent students from between the hostels we are trying to prevent students from staying in and the hostels that we are modeling ourselves staying in and the hostels that we are modeling ourselves after in value but will offer at a more reasonable rate. after in value but will offer at a more reasonable rate.

This pricing scheme will appeal to consumers because we This pricing scheme will appeal to consumers because we are offering a hostel experience only a few dollars more are offering a hostel experience only a few dollars more than a hostel of lesser appeal and a few dollars less than a than a hostel of lesser appeal and a few dollars less than a hostel of comparable value. This should entice consumers to hostel of comparable value. This should entice consumers to make safe travelling decisions as it only costs a few dollars make safe travelling decisions as it only costs a few dollars more per night to do so. more per night to do so.

Marketing Channels and Marketing Channels and Supply ChainSupply Chain

Transactional Intermediaries: Transactional Intermediaries: HostelWorld.com, HostelWorld.com, Hostels.com, HostelBookers.comHostels.com, HostelBookers.com

ChannelsChannels: Direct Channel and Electronic : Direct Channel and Electronic Marketing ChannelsMarketing Channels

InventoryInventory: furniture, linens, hostel store stock: furniture, linens, hostel store stock Reducing inventory costs: seek not-for-profit Reducing inventory costs: seek not-for-profit

discounts from local businessesdiscounts from local businesses

Customer ServiceCustomer Service: dependability and : dependability and convenienceconvenience

Social Media NetworksSocial Media Networks

Primary social media networksPrimary social media networks

Great for engaging people who like Great for engaging people who like your brand, want to share their your brand, want to share their opinions, and have customer service opinions, and have customer service questionsquestions

Great for monitoring programs to Great for monitoring programs to track what people are saying about track what people are saying about your brand your brand

A powerful tool to build my channel, A powerful tool to build my channel, to explain a complex product, and to to explain a complex product, and to brand our videos. brand our videos.

Content and ResourcesContent and Resources

Large assortment of video tutorialsLarge assortment of video tutorials ““Things to Remember to Travel Safely”Things to Remember to Travel Safely” ““Top 10 Places to Visit in Rome/Paris/Madrid”Top 10 Places to Visit in Rome/Paris/Madrid” ““How to Pack for your Weekend Abroad”How to Pack for your Weekend Abroad” ““10 Things You Need to Know Before Studying 10 Things You Need to Know Before Studying

Abroad”Abroad”

Shared on Shared on ALLALL our social media networks our social media networks

Will also be distributed to universities and Will also be distributed to universities and other partners other partners

Interactive Marketing Interactive Marketing

ContextContext Fun, engaging design; easy to navigate Fun, engaging design; easy to navigate

ContentContent Hostel info; travel tips; Marriott Hostel info; travel tips; Marriott messages messages

CustomizationCustomization User account User account

ConnectionConnection link to Marriott site link to Marriott site

CommunicationCommunication eBlasts, comment section on eBlasts, comment section on websitewebsite

CommunityCommunity connect with other student connect with other student travelerstravelers

CommerceCommerce make reservations directly from the make reservations directly from the website (student travel deals)website (student travel deals)