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Project Plaza Part4
 

Project Plaza Part4

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Project Plaza Part4 Project Plaza Part4 Presentation Transcript

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  • A case of real blue skies thinking
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  • Results
    • 2003 REVPAR up 22% on 2002
    • 2003 ADR up 49% on 2002
    • Palmilla, Mexico opened 2004
    • Reethi Rah, Maldives opened May 2005
    • Cape Town (2009)
    • Muyuni beach, Zanzibar (2009)
    • Cacique, Costa Rica (2010)
  • Case 2 - Dorchester Collection
  • Project mission
    • “ 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 .
    • We believe that we are currently in a unique position amongst hotel operators to create an outstanding hotel company .”
    • Presentation, Board of Directors Meeting, Dec 2004
  • Objectives
    • To better exploit:-
      • 5 Famous properties (tangible assets)
      • Intellectual property: know-how that resides in how they operated and marketed their hotels
    • Improve effectiveness of sales and marketing
    • Create a visible flag for management/marketing activities
    • By
    • Defining precisely the attributes and values of the ‘Group’
    • Creating a meaningful brand promise for clients & consumers
    • Packaging the product more coherently
    • Communicating more clearly and consistently
  • Discovery stage
    • Reviewed existing strategy documents
    • 5 in-depth interviews with board members
    • 20 in-depth interviews with the senior operations and marketing managers at each property
      • London, Paris, Milan, Los Angeles
    • 17 interviews with external opinion formers
    • Short stays at each of the hotels
    • Market review and competitor analysis
    • Brand and communications audit of 12 direct competitors
    • Review of 1-200 guest comment cards per hotel
    • Design and implementation of guest survey
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  • 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
  • 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
  • Cross-group attributes & values
  • 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
  • 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
  • Homely Brand essence: attributes & values Prestigious
  • 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
  • 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
  • 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
  • Dorchester Collection
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