STARWOOD - Destinazione Venezia - 1° Luglio 2011
-
Upload
bto-educational -
Category
Education
-
view
3.342 -
download
3
description
Transcript of STARWOOD - Destinazione Venezia - 1° Luglio 2011
Destinazione VenetoJuly 1st 2011
da City break ad esperienza di Viaggio
Antonello de’ MediciArea Managing Director Starwood Hotels Venice
Destination Marketing process
Destination Marketing Venice
Service destination impact
VeniceTarget destination
Additional services
Necessary services
Culture
Food and
Beverage
Hotels
Events
Transportations
Entertainment
Shopping
Shows
Cuisine and
wine
Demographics
5 stars• Male :53%• Female :47%• Age 30-39 : 27%• Age 40-49 :30%• Age 50-64 :43%
4 stars• Male :50%• Female :50%• Age 30-39 : 27%• Age 40-49 :33%• Age 50-64 :41%
Job demographics• 5 stars• Entrepreneur :26%• Professional firm Layers, Consultants, Tax advisors...:25%• Artisan : 6%• Retailer :11%• Executives: 7%• Manager :8%• Housewifes: 12%• Others : 5%
• 4 stars• Entrepreneur :15%• Professional firm
Layers, Consultants, Tax advisors...:25%
• Artisan : 7%• Retailer :10%• Executives: 7%• Manager :14%• Housewifes: 11%• Others : 11%
Social profiles
• 5 Stars• Edonistic• Action oriented• Business minded• Art music lovers• Intense life• Aestethic
oriented• Self care –body
mind
• 4 stars• Democratic• Social equity
sensitive• Children minded• Health life • Balanced life
Luxury perception
Free time researchat least once a week
occurencies on sample
Well being factorsresearch sample
Vacation needs
Luxury Brand awareness5 stars target
Branded decisions
Destination Marketing it’s today linked to Brand Awareness
Experience Marketing is the result of conscious Brand knowledge
Hospitality branding is one driver
Segmentation allows for specific targeted offers based on consumers clusters
Brands Positioning
Emotional
Transactional
Cust
omer
nee
dProduct & Services
strategy
Hospitality BrandingStarwood Hotels & Resorts
Hospitality Brands must defineunique selling propositions and adapt offers to specific destinations
Branding• We have to leverage our
Starwood Brands value• We have to keep the “brand
image” of iconic Hotels• We have to develop “branded
associates”• We have to create “branded
experience offers “
Positioning
• We have to manage different Products and Brands in the market place with similar customer base
• Iconic products are stronger in customer minds
• Pricing is one of key differentiators to cover at best clients demand
• Experience Marketing is core for all properties
• Value for money is our strategy to maximize yield
• F&B offer is becoming a strategic asset to enhance revenues
Brandsjourney
Westin
The Westin Europa & ReginaVenice
Personal Instinctive Renewal
The Luxury Collection
The Luxury CollectionHotel Danieli Venice
Exceptional ExperienceIndigenous