Global Hotel Industry

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4P\'s of starwood, marriott,carlson group of hotels and their branding exercises of services.

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Global Hotel Industry

  1. 1. GLOBAL MARKET(hospitality industry)<br />
  2. 2. Major Global Hotel Chains<br />Starwood <br />Marriott<br />Hilton<br />Intercontinental<br />Hyatt<br />Carlson<br />Indian hotels<br />East India hotels<br />Leela ventures<br />ITC<br />Accor <br />
  3. 3. <ul><li> India's strong GDP performance
  4. 4. Strengthening of ties with the developed world, and
  5. 5. Opening of sectors of the economy to private sector/ foreign investment.
  6. 6. Foreign tourist arrivals witnessed a growth of 78 per cent in 2006 over 2001 (last 5 years)
  7. 7. Growth in foreign exchange earnings was of the order of 122 per cent during this period.
  8. 8. As per estimates (Ministry of Tourism), on an average, about 3.1 million additional jobs</li></li></ul><li>
  9. 9. Starwood hotels & resorts <br />Headquartered in White Plains, NEW YORK.<br />Founded in 1969.<br />Tourism industry.<br />Hotel chains.<br />Total employees 145000. revenue 5.91 billion$<br />
  10. 10. BRANDS<br />
  11. 11. SEGMENTATION OF HOTELS<br />
  12. 12. Starwood Group <br />
  13. 13. Market share <br />
  14. 14. Marketing mix <br />Marketing mix consist of 4P’s.<br />
  15. 15. Products <br />The core products of starwood is hotels.<br />Rooms, bars, restaurants, ball rooms.<br />
  16. 16. Place <br />Latin America.<br />North America.<br />Europe.<br />Middle east.<br />Asia pacific.<br />
  17. 17. Price <br />Every starwood brand has a different pricing depending upon their services they offer.<br />
  18. 18. Promotion <br />Aloft Abu Dhabi hosts the first indoor charity at the Abu Dhabi National Exhibition Center.<br />
  19. 19. Cont.<br />Starwood Hotels and Resorts launches third annual 'Road to Awareness' campaign in support of UNICEF.<br />
  20. 20. Cont.<br />Sheraton Doha celebrates good life at First Doha Food Festival.<br />
  21. 21. Cont..<br />1st 3 days 10% dis.<br />Next 3 days 35% dis.<br />Children have free meal at <br />sheraton<br />Save 25% on 2nd night<br />
  22. 22. Branding techniques <br />Exploring premium brand extension.<br />Brochures.<br />Differential services - Menu and skating <br />
  23. 23.
  24. 24. Marriot - International <br />Headquarter is in Bethesda, Maryland U.S.<br />Founded in 1927.<br />Areas of operation worldwide.<br />Employees 151000<br />Founded by J. Willard.<br />
  25. 25. Size and position<br />2600 hotels & resorts and 6300 vacations ownership villas worldwide.<br />Total no of rooms 425900. <br />17 brands and have hotels in 70 countries.<br />Ranked among most admired and best palce to work with.<br />
  26. 26. Brands <br />
  27. 27. Competitors <br />Top competitors of marriott.<br /> Hyatt<br /> Hilton<br /> Starwood hotels and resorts<br />
  28. 28. Cont…<br />All the competitors have similar strategies but competitors like starwood and hilton have an advantage in upgrading rooms.<br />
  29. 29. Market <br />Marriott manages or franchises the vast majority of hotels, and owns very few.<br />
  30. 30. Brand images<br />
  31. 31. Marketing mix<br />Marketing mix consist of 4P’s.<br />
  32. 32. Place <br />Located in all kinds of place to attract all kinds of people.<br />Located in different parts of world.<br />
  33. 33. Product <br />The core product is the hotel or better specified their rooms.<br />They have different kind of hotels under different brands.<br />
  34. 34. Price <br />Every marriott brand has different price to attract different people. <br />Pricing also depends upon the types of services or amenities and rooms.<br />
  35. 35. Promotion <br />Internet is most important way to promote a brand as it has a lot of information for the customers.<br />Different offers to attract different customers.<br />Reward programes for regular guest.<br />
  36. 36. Branding <br />Go green concept.<br />
  37. 37. Carlson group<br />is a privately held international corporation in the hotel, restaurant, and travel industries.<br />Headquarters- Minneapolis,Minnesota,U.S.<br />Established in 1938.<br />Hubert Joly – President and CEO.<br />Employees - 150000<br />
  38. 38. business<br />Mainly Hospitality focussed.<br />Comprises of – Hotels, Restaurants, Travel Management.<br />
  39. 39. Carlson group of Hotels<br />Carlson is amongst the global leading company.<br />World’s largest player in hotels business with more than 1080 locations in 77 cuntries.<br />Brands by Carlson Group of hotels<br /> Radisson<br /> Country Inn and Suites<br /> Park Plaza<br /> Park Inn<br />
  40. 40. Brand segmentation<br />
  41. 41. <ul><li>Carlson’s ambition is to expand Radisson as a powerful, globally consistent, first-class brand. The positioning is being supported by a series of innovations including new room concepts, new restaurant concepts and a series of new service concepts focused on the guest experience.
  42. 42. With 430 hotels in operation globally and 107 hotels currently in the pipeline, the brand is poised for significant growth around the world. 
  43. 43. Carlson plans to grow the portfolio to at least 600 hotels by 2015.</li></li></ul><li> Carlson’s bright, bold and fresh mid-scale brand. <br /> Rated number one in 2009 for guest satisfaction in Europe.<br />key focus on leisure and business guests.<br />It has 111 hotels in operation throughout the world and 56 hotels in the contracted pipeline. <br />
  44. 44. Upper midscale hotel brand for business and leisure travelers. <br />Park Plaza offers award-winning meeting facilities and staff who live the brand's value proposition by going out of their way to show their appreciation to their guests. <br />Park Plaza hotels are located in city centers worldwide. <br />35 hotels around the world with 14 hotels under development.<br />
  45. 45. Promotions & Merchandising <br />Getting customers to try new services & menu items.<br />Increasing off peak sales.<br />Increase in sales in period that coincide with major events.<br />Increasing travel intermediaries to sell their business.<br />Reward programmes.<br />Point of purchase.<br />POP- Demonstrations.<br />

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