STARWOOD - Destinazione Venezia - 1° Luglio 2011

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Antonello De Medici
Area Managing Director Starwood Venezia

Destinazione Venezia
1° Luglio 2011, a Venezia [Tronchetto]
Terminal Crociere – Marittima
Terminal Isonzo 1
a bordo della nave da crociera MSC Armonia

A parlare di destinazione, attrattività, competitività, turismi, stagionalità, vantaggi dell’innovazione, web e web 2.0

http://venezia.btoeducational.it
http://www.btoeducational.it

Published in: Education, Business, Travel
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  • THE NEXT TOPIC GIVES EVERYONE AN OVERVIEW OF THE VARIOUS STARWOOD BRANDS
  • THE NEXT TOPIC GIVES EVERYONE AN OVERVIEW OF THE VARIOUS STARWOOD BRANDS
  • THE NEXT TOPIC GIVES EVERYONE AN OVERVIEW OF THE VARIOUS STARWOOD BRANDS
  • PERSONAL = SPECIAL, DELICATE, PRIVATE INSTINCTIVE = NATURAL, INBORN, INTUITIVE RENEWAL = REVITALIZATION, REJUVENATION, REBIRTH
  • EXCEPTIONAL = OUTSTANDING, BRILLANT, INCOMPARABLE INDIGENOUS = ORIGINAL, NATIVE, LOCAL EXPERIENCE = FAMILIARITY, KNOWLEDGE, SKILL
  • STARWOOD - Destinazione Venezia - 1° Luglio 2011

    1. 1. Destinazione Veneto July 1 st 2011 da City break ad esperienza di Viaggio Antonello de’ Medici Area Managing Director Starwood Hotels Venice
    2. 2. Destination Marketing process
    3. 3. Destination Marketing Venice
    4. 4. Service destination impact Venice Target destination Additional services Necessary services Culture Food and Beverage Hotels Events Transportations Entertainment Shopping Shows Cuisine and wine
    5. 5. Demographics <ul><li>5 stars </li></ul><ul><li>Male :53% </li></ul><ul><li>Female :47% </li></ul><ul><li>Age 30-39 : 27% </li></ul><ul><li>Age 40-49 :30% </li></ul><ul><li>Age 50-64 :43% </li></ul><ul><li>4 stars </li></ul><ul><li>Male :50% </li></ul><ul><li>Female :50% </li></ul><ul><li>Age 30-39 : 27% </li></ul><ul><li>Age 40-49 :33% </li></ul><ul><li>Age 50-64 :41% </li></ul>
    6. 6. Job demographics <ul><li>5 stars </li></ul><ul><li>Entrepreneur :26% </li></ul><ul><li>Professional firm </li></ul><ul><li>Layers, Consultants, </li></ul><ul><li>Tax advisors...:25% </li></ul><ul><li>Artisan : 6% </li></ul><ul><li>Retailer :11% </li></ul><ul><li>Executives: 7% </li></ul><ul><li>Manager :8% </li></ul><ul><li>Housewifes: 12% </li></ul><ul><li>Others : 5% </li></ul><ul><li>4 stars </li></ul><ul><li>Entrepreneur :15% </li></ul><ul><li>Professional firm Layers, Consultants, Tax advisors...:25% </li></ul><ul><li>Artisan : 7% </li></ul><ul><li>Retailer :10% </li></ul><ul><li>Executives: 7% </li></ul><ul><li>Manager :14% </li></ul><ul><li>Housewifes: 11% </li></ul><ul><li>Others : 11% </li></ul>
    7. 7. Social profiles <ul><li>5 Stars </li></ul><ul><li>Edonistic </li></ul><ul><li>Action oriented </li></ul><ul><li>Business minded </li></ul><ul><li>Art music lovers </li></ul><ul><li>Intense life </li></ul><ul><li>Aestethic oriented </li></ul><ul><li>Self care –body mind </li></ul><ul><li>4 stars </li></ul><ul><li>Democratic </li></ul><ul><li>Social equity sensitive </li></ul><ul><li>Children minded </li></ul><ul><li>Health life </li></ul><ul><li>Balanced life </li></ul>
    8. 8. Luxury perception
    9. 9. Free time research at least once a week occurencies on sample
    10. 10. Well being factors research sample
    11. 11. Vacation needs
    12. 12. Luxury Brand awareness 5 stars target
    13. 13. 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
    14. 14. Brands Positioning Emotional Transactional Customer need Product & Services strategy
    15. 15. Hospitality Branding Starwood Hotels & Resorts Hospitality Brands must define unique selling propositions and adapt offers to specific destinations
    16. 16. Branding <ul><li>We have to leverage our Starwood Brands value </li></ul><ul><li>We have to keep the “brand image” of iconic Hotels </li></ul><ul><li>We have to develop “branded associates” </li></ul><ul><li>We have to create “branded experience offers “ </li></ul>
    17. 17. Positioning <ul><li>We have to manage different Products and Brands in the market place with similar customer base </li></ul><ul><li>Iconic products are stronger in customer minds </li></ul><ul><li>Pricing is one of key differentiators to cover at best clients demand </li></ul><ul><li>Experience Marketing is core for all properties </li></ul><ul><li>Value for money is our strategy to maximize yield </li></ul><ul><li>F&B offer is becoming a strategic asset to enhance revenues </li></ul>
    18. 18. Brands journey
    19. 19. Westin
    20. 20. The Westin Europa & Regina Venice Personal Instinctive Renewal
    21. 21. The Luxury Collection
    22. 22. The Luxury Collection Hotel Danieli Venice Exceptional Experience Indigenous

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