Student Stay
by Marriott
Cracking into an untapped market
Amy Stamm
Brad Olin
Michael Cantalupo
Mission Statement
 To promote safe traveling practices to college
students by providing welcoming, reliable, and
safe sho...
Competitive Advantage
 We will provide hostel services at a lower cost than
comparable area hostels while maintaining a s...
Main Objectives
 Non-financial
 To develop a widespread reputation as a reliable and safe
place for college students to ...
Main Objectives
(Continued…)
 Financial

 To form partnerships with local businesses to decrease
cost of running hostel ...
Why You Should Join Us
 Benefits to Marriott
 Good public relations because it shows that Marriott
cares about safety in...
Why You Fit With Us
 Marriott’s involvement in StudentStay would give
credibility to our hostels, advancing our goal of
m...
External Factors
&
Environmental Forces
Target Market
 College Students (international and national)
 Parent’s of college students
 Possibly study abroad schoo...
What Makes Us Different?
 Safety
 Affordable
 Student discounts

 Meet other college students
 Customer service
 Lis...
Connecting With
the Customer
 Psychological influences: Financial security
(always low prices for the customers),
 Situa...
Marketing Research
Understanding Our
Target Market
 Market segments
 college students
 traveling for pleasure
 part of a study abroad pro...
Positioning Statement
 For students who want an inexpensive place to
lodge
 Don’t want to settle for cleanliness, custom...
Introduction/Growth Stage
 Advertising through Marriot

 Introduce our new hostels.
 We will claim how the Marriot hote...
Pricing Scheme
 Hostel rates will change, fluctuating depending on
city, day of the week, time of year and holidays.
Marketing Channels and
Supply Chain
 Transactional Intermediaries: HostelWorld.com,
Hostels.com, HostelBookers.com
 Chan...
Social Media Networks
 Primary social media networks
 Great for engaging people who like your
brand, want to share their...
Content and Resources
 Large assortment of video tutorials





“Things to Remember to Travel Safely”
“Top 10 Places ...
Interactive Marketing
 Context Fun, engaging design; easy to navigate
 Content Hostel info; travel tips; Marriott mess...
Student Stay Marketing Plan
Student Stay Marketing Plan
Student Stay Marketing Plan
Student Stay Marketing Plan
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Student Stay Marketing Plan

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  • We introduce ourselves
    What problem we are trying to fix
    safety anecdote
  • Use of technology and social media to connect with the customers
  • The target market segments we choose to put our focus on are ordinary students who are willing to sacrifice a private two-person room for a college friendly lodge in a prime location with inexpensive nightly rates. Our only focus is on maintaining customer loyalty through the eyes of the student travelers.
  • When presenting, make this slide into 1 sentence
  • To determine price, StudentStay will consider two important things: the rates for hostels that we view as comparable in value to what StudentStay is offering and the rates of hostels that we believe are unsafe, trading safety for price. StudentStay rates will be determined by finding a middle between the hostels we are trying to prevent students from staying in and the hostels that we are modeling ourselves after in value but will offer at a more reasonable rate. This pricing scheme will appeal to consumers because we are offering a hostel experience only a few dollars more than a hostel of lesser appeal and a few dollars less than a hostel of comparable value. This should entice consumers to make safe travelling decisions knowing it only costs a few dollars more per night to do so.
  • Transactional Intermediaries: HostelWorld.com, Hostels.com, HostelBookers.com
    Although a bed at StudentStay can be booked online at StudentStay.com, our hostels will also be available to be booked at popular hostel booking websities such as HostelWorld, Hostels.com and HostelBookers. These website are frequented by students who are traveling around Europe and are excellent ways to best reach our target market and will simplify the booking process for students looking to book a bed at StudentStay. The inclusion of StudentStay on these websites will also be beneficial from a promotional perspective because the listing of our hostels with the other options will highlight the affordability and value of StudentStay hostels. It will also provide the hostel with credibilty when favorable reviews are posted.
     
    Channel Structure and Organization
    Direct Channel: StudentStay will almost entirely interact with consumers through a direct channel because the hostels will be run by StudentStay employees in each city.
    Electronic Marketing Channels: The exception to the above statement about direct channels is that hostels stays can be booked through third-party sites such as hostelworld.com, hostels.com and hostelbookers.com.
     
    Inventory:
    Furniture: beds for dormitories and couches and chair for common areas
    Linens: sheets, comforters and pillow cases
    Hostel Store: retail stock for in-hostel convenience store (locks, snacks, toothbrushes and other travel necessities)
    We can reduce the costs of the inventory by asking for discounts or donations from area retailers or attractions on the basis that we are a non-profit and in exchange for promotion of their services within our hostel.
     
    Customer Service
    Dependability: it is important that the StudentStay is consistent every time a student stays at one of our hostels. This can be accomplished by developing training programs for StudentStay staff and conducting inspections of the facility on a semi-regular basis. Dependability can be monitored through reviews on website like HostelWorld.
    Convenience: StudentStay should build hostels in cities where students plan to travel and in locations within each city that are convenient to the places they intend to visit and explore. This can be accomplished by asking for feedback from StudentStay guests about where they’d like to see a hostel built--through surveys at the physical hostel, social media and e-newsletters.
     
  • Hostel info location
    User account you can create an account to track your travels, create a travel blog, create your own itinerary
  • Conclusion
    3 sentences (refer back to pictures during our lines)
    (Brad) The importance of study abroad for students and what we learned while studying abroad
    (Michael) How student stay can enhance other students experience while abroad
    (Amy) How Marriott can benefit from can joining our efforts ($$$)
    good will & creating customer loyalty
  • Student Stay Marketing Plan

    1. 1. Student Stay by Marriott Cracking into an untapped market Amy Stamm Brad Olin Michael Cantalupo
    2. 2. Mission Statement  To promote safe traveling practices to college students by providing welcoming, reliable, and safe short-term lodging in top European cities at rates students can afford.
    3. 3. Competitive Advantage  We will provide hostel services at a lower cost than comparable area hostels while maintaining a safe, clean and welcoming environment because our number one priority is promoting safe travelling practices.
    4. 4. Main Objectives  Non-financial  To develop a widespread reputation as a reliable and safe place for college students to stay when traveling in Europe.  To educate customers on safe traveling practices in general as well as in each hostel’s particular city.  To generate a sense of community among travelers staying in the hostel in order to encourage travelers not to explore the city alone.  To form partnerships with university study abroad/international student offices to educate students on safe traveling practices.
    5. 5. Main Objectives (Continued…)  Financial  To form partnerships with local businesses to decrease cost of running hostel by 10%.  To earn enough revenue to open a new hostel every 3 years.  To secure charitable donations or partial financial backing from at least one organization or person (such as Visitors Bureaus, area attractions or local philanthropists) in each city to which we plan to expand.
    6. 6. Why You Should Join Us  Benefits to Marriott  Good public relations because it shows that Marriott cares about safety in traveling  People who stay at StudentStay can be translated into general Marriott customers in a few years; good-will will create loyal customers
    7. 7. Why You Fit With Us  Marriott’s involvement in StudentStay would give credibility to our hostels, advancing our goal of making it easy for students to find reliable and safe hostels in which to stay.  Marriott has business connections in the international markets to which we hope to open hostels.
    8. 8. External Factors & Environmental Forces
    9. 9. Target Market  College Students (international and national)  Parent’s of college students  Possibly study abroad schools looking to cut deals for their students traveling abroad  All demographics  Age 18-25  All races  Aimed toward students in middle class (financial)
    10. 10. What Makes Us Different?  Safety  Affordable  Student discounts  Meet other college students  Customer service  List of activities for popular travel destinations  With contact information  Location  in a variety of different cities, customers know that they can trust our hostel chain.  Choosing a hostel when visiting a variety of cities is made easier
    11. 11. Connecting With the Customer  Psychological influences: Financial security (always low prices for the customers),  Situational influences: Easy to navigate website & excellent trained customer service  Sociocultural influences: Allows comments from past customers, connects to Facebook to inform customer which friends have used our service
    12. 12. Marketing Research
    13. 13. Understanding Our Target Market  Market segments  college students  traveling for pleasure  part of a study abroad program.  Limited income (if any)  Want low prices while not having to settle for quality.  Only design the bare minimum  the essentials  Sleep and directions for popular attractions  Cleanliness and maintenance efficiency
    14. 14. Positioning Statement  For students who want an inexpensive place to lodge  Don’t want to settle for cleanliness, customer service and quality of the facilities,  Student Stay by Marriott is the perfect place for students to lodge while they are exploring the amazing sites our world has to offer.
    15. 15. Introduction/Growth Stage  Advertising through Marriot  Introduce our new hostels.  We will claim how the Marriot hotels are clean and safe; “Student Stay matches your Marriott standards”  Educate our audience about our hostels and also create the message we want to be heard (clean, safe, and reasonably priced).  Growth  manage our price right, attract our student audience.  Therefore, increasing sales/revenue and creating ways for the hostel to grow.
    16. 16. Pricing Scheme  Hostel rates will change, fluctuating depending on city, day of the week, time of year and holidays.
    17. 17. Marketing Channels and Supply Chain  Transactional Intermediaries: HostelWorld.com, Hostels.com, HostelBookers.com  Channels: Direct Channel and Electronic Marketing Channels  Inventory: furniture, linens, hostel store stock  Reducing inventory costs: seek not-for-profit discounts from local businesses  Customer Service: dependability and convenience
    18. 18. Social Media Networks  Primary social media networks  Great for engaging people who like your brand, want to share their opinions, and have customer service questions  Great for monitoring programs to track what people are saying about your brand  A powerful tool to build my channel, to explain a complex product, and to brand our videos.
    19. 19. Content and Resources  Large assortment of video tutorials     “Things to Remember to Travel Safely” “Top 10 Places to Visit in Rome/Paris/Madrid” “How to Pack for your Weekend Abroad” “10 Things You Need to Know Before Studying Abroad”  Shared on ALL our social media networks  Will also be distributed to universities and other partners
    20. 20. Interactive Marketing  Context Fun, engaging design; easy to navigate  Content Hostel info; travel tips; Marriott messages  Customization User account  Connection link to Marriott site  Communication eBlasts, comment section on website  Community connect with other student travelers  Commerce make reservations directly from the website (student travel deals)
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