A case of real  blue skies thinking
 
Results <ul><li>2003 REVPAR up 22% on 2002 </li></ul><ul><li>2003 ADR up 49% on 2002 </li></ul><ul><li>Palmilla, Mexico op...
Case 2 - Dorchester Collection
Project mission <ul><li>“ Dorchester Group Hotels, in conjunction with the BIA,  has the opportunity, over the next 10 yea...
Objectives <ul><li>To better exploit:- </li></ul><ul><ul><li>5 Famous properties (tangible assets) </li></ul></ul><ul><ul>...
Discovery stage <ul><li>Reviewed existing strategy documents </li></ul><ul><li>5 in-depth interviews with board members </...
 
 
 
 
 
Positioning territories Landmarks Quintessentially English Spirit of the City Classic with a modern twist Stellar reputati...
Positioning territories Landmarks Quintessentially English Spirit of the City Classic with a modern twist Stellar reputati...
Cross-group  attributes & values
Group attributes & values The Dorchester Prestigious Traditional Grand Location Homely The Beverly Hills Hotel Prestigious...
Group attributes & values The Dorchester Prestigious Traditional Grand Location Homely The Beverly Hills Hotel Prestigious...
Homely Brand essence: attributes & values Prestigious
Brand essence: attributes Prestigious  Attributes  (Hardware ) Prime Locations Individual Character Magnificent Interiors ...
Brand essence: values Homely  Values  (Software ) Welcome Home Real People Generous Service Luxurious Experience Local Fla...
Prestigious Attributes  (Hardware ) Prime Locations Individual Character Magnificent Interiors Outstanding Facilities Spir...
Dorchester Collection
 
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Project Plaza Part4

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  • Project Plaza Part4

    1. 6. A case of real blue skies thinking
    2. 8. Results <ul><li>2003 REVPAR up 22% on 2002 </li></ul><ul><li>2003 ADR up 49% on 2002 </li></ul><ul><li>Palmilla, Mexico opened 2004 </li></ul><ul><li>Reethi Rah, Maldives opened May 2005 </li></ul><ul><li>Cape Town (2009) </li></ul><ul><li>Muyuni beach, Zanzibar (2009) </li></ul><ul><li>Cacique, Costa Rica (2010) </li></ul>
    3. 9. Case 2 - Dorchester Collection
    4. 10. Project mission <ul><li>“ Dorchester Group Hotels, in conjunction with the BIA, has the opportunity, over the next 10 years, to become one of the major hotel groups in the world . </li></ul><ul><li>We believe that we are currently in a unique position amongst hotel operators to create an outstanding hotel company .” </li></ul><ul><li>Presentation, Board of Directors Meeting, Dec 2004 </li></ul>
    5. 11. Objectives <ul><li>To better exploit:- </li></ul><ul><ul><li>5 Famous properties (tangible assets) </li></ul></ul><ul><ul><li>Intellectual property: know-how that resides in how they operated and marketed their hotels </li></ul></ul><ul><li>Improve effectiveness of sales and marketing </li></ul><ul><li>Create a visible flag for management/marketing activities </li></ul><ul><li>By </li></ul><ul><li>Defining precisely the attributes and values of the ‘Group’ </li></ul><ul><li>Creating a meaningful brand promise for clients & consumers </li></ul><ul><li>Packaging the product more coherently </li></ul><ul><li>Communicating more clearly and consistently </li></ul>
    6. 12. Discovery stage <ul><li>Reviewed existing strategy documents </li></ul><ul><li>5 in-depth interviews with board members </li></ul><ul><li>20 in-depth interviews with the senior operations and marketing managers at each property </li></ul><ul><ul><li>London, Paris, Milan, Los Angeles </li></ul></ul><ul><li>17 interviews with external opinion formers </li></ul><ul><li>Short stays at each of the hotels </li></ul><ul><li>Market review and competitor analysis </li></ul><ul><li>Brand and communications audit of 12 direct competitors </li></ul><ul><li>Review of 1-200 guest comment cards per hotel </li></ul><ul><li>Design and implementation of guest survey </li></ul>
    7. 18. Positioning territories Landmarks Quintessentially English Spirit of the City Classic with a modern twist Stellar reputations Service Grand palaces Criteria Motivating & True Deliverable & Futureproof Cross-group attributes & values Collection of masterpieces
    8. 19. Positioning territories Landmarks Quintessentially English Spirit of the City Classic with a modern twist Stellar reputations Service Grand palaces Criteria Motivating & True Deliverable & Futureproof Cross-group attributes & values Collection of masterpieces
    9. 20. Cross-group attributes & values
    10. 21. Group attributes & values The Dorchester Prestigious Traditional Grand Location Homely The Beverly Hills Hotel Prestigious Glamourous Grand Luxury Homely Hôtel Plaza Athénée Prestigious Traditional Modern Dynamic Homely Hôtel Meurice Prestigious Traditional Gracious French Homely Principe di Savoia Prestigious Traditional Grand Style Homely Service Warm Friendly Extraordinary
    11. 22. Group attributes & values The Dorchester Prestigious Traditional Grand Location Homely The Beverly Hills Hotel Prestigious Glamourous Grand Luxury Homely Hôtel Plaza Athénée Prestigious Traditional Modern Dynamic Homely Hôtel Meurice Prestigious Traditional Gracious French Homely Principe di Savoia Prestigious Traditional Grand Style Homely Service Warm Friendly Extraordinary
    12. 23. Homely Brand essence: attributes & values Prestigious
    13. 24. Brand essence: attributes Prestigious Attributes (Hardware ) Prime Locations Individual Character Magnificent Interiors Outstanding Facilities Spirit of the Place Contemporary Heritage Unique & distinctive properties Impressive and sensitive design Famous suites Deluxe bathrooms Destination restaurants and bars Branded spas Distinguished city addresses Premium resort settings Blend of traditional and modern Accents of local culture and colour
    14. 25. Brand essence: values Homely Values (Software ) Welcome Home Real People Generous Service Luxurious Experience Local Flavour Individual Attention Where our guests feel they belong Genuine management and staff Indulgent, passionate and efficient Sumptuous and lavish ambience A true taste of where I am Meeting each guest’s every need
    15. 26. Prestigious Attributes (Hardware ) Prime Locations Individual Character Magnificent Interiors Outstanding Facilities Spirit of the Place Contemporary Heritage Homely Values (Software ) Welcome Home Real People Generous Service Luxurious Experience Local Flavour Individual Attention
    16. 27. Dorchester Collection
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