5StarConsultingGroup - Final Presentation
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5StarConsultingGroup - Final Presentation
- 1. Davis Kalsbeek|Lyon Hu| Lavinia Wang|Sandra Nikodimos Conveniently & Comfortably Connect Through Tribute
- 2. PROBLEMS How can Tribute Portfolio differentiate itself from other existing hotels in the market? How should Starwood position its new hotel brand Tribute Portfolio in the US? I II
- 3. Aged 22-30 Male & Female Household income $ 50,000+ Travel at least once a year Socially interactive (use at least one social network) TARGET MARKET
- 5. OPTIMAL Hotel KIT Standard Rates ($200+) Trendy Location Cool Facility Services Focus on Size of the Room Virtual Hospitality Comfortable Feeling
- 7. convenience Price 10.9% Locatio n 24.0% Facilities 15.7% Rewards 4.5% Lobby 13.8% Room Allocation 16.5% Mobile App 14.6% How important does this feature matter? N=53
- 8. convenience 0.00 0.02 0.04 0.06 0.08 0.10 0.12 0.14 0.16 0.18 Location Suburbs Location Downtown Metro City Limits Where is the ideal hotel location? N=53 0.03
- 9. 0 5 10 15 20 25 30 35 40 45 50 Watch TV Read books/ Magazines Go to the movie theatre/ Watch movies Go out with friends Go out to eat Volunteer Go to sporting events Go shopping Lounge Which of the following activities do you partake in? N=53 convenience
- 10. For the first launch in Chicago West Loop convenience
- 12. Conservative Innovative Low Price Competitive Price Preference Good Hospitality Make Me Feel Comfy Perception
- 13. OPTIMAL Hotel KIT How often do you utilize hotel services? N=53 More than half don’t take advantage of this service. Never 10.4% Rarely 56.3% Sometimes 20.8% Usually 2.1% Always 10.4%
- 14. Price 10.9% Location 24.0% Facilities 15.7% Rewards 4.5% Lobby 13.8% Room Allocation 16.5% Mobile App 14.6% How important does this feature matter? N=53 connect
- 15. Mobile App connect Keyless Check In & Out Open Forum
- 16. 0 5 10 15 20 25 30 35 40 45 50 Watch TV Read books/ Magazines Go to the movie theatre/ Watch movies Go out with friends Go out to eat Volunteer Go to sporting events Go shopping Lounge Which of the following activities do you take part in? N=53 connect
- 17. Mobile App connect Keyless Check In & Out Group Access Open Forum
- 18. Connect Mobile App Swim-up Bar Convenience Trendy Location Comfortability recommendations
- 19. 0.00 0.05 0.10 0.15 0.20 0.25 0.30 Facilities Roof Top Pool Facilities Top Floor Mezzanine Level (Snack Shack) Full Spa Which is your most wanted facility in a hotel? N=53 connect
- 21. Connect Mobile App Swim-up Bar Convenience Trendy Location Comfortability Overall Comfort recommendations
- 22. Conservative Innovative Low Price Competitive Price Preference Good Hospitality Make Me Feel Comfy Perception
- 23. comfortability Target Market 40% 51% 50% 50% Reason of Travel Lifesyle 86%
- 24. Enhancing Overall Comfort Decorations Scents Extra Soft Toilet PaperSleep Number Bed comfortability
- 25. Connect Mobile App Swim-up Bar Convenience Trendy Location Comfortability Overall Comfort Large Room/Full Amenities recommendations
- 26. comfortability Target Market How Many People 6% 52% 33% 8% Activities Go out with Friends Go out to eat Watch TV
- 27. 0.00 0.05 0.10 0.15 0.20 0.25 0.30 0.35 Room Size Allocation Room/Suite Size Room Size Allocation Bathroom Size Balcony Included Which option would you like to add to the hotel room? N=53 22-26 27-30 comfortability
- 28. Large Room with Full Amenities comfortability Larger Rooms Full Amenities
- 29. Connect Mobile App Swim-up Bar Convenience Trendy Location Comfortability Overall Comfort Large Room/Full Amenities recommendations
- 30. ALL IN ONE STOP HOTEL
- 31. CAMPAIGN
- 32. Conveniently & Comfortably Connect Through Tribute
- 35. Appendix Please select your age range Answer Options Response Percent Response Count Between 22-26 years old. 85.2% 52 Between 27-30 years old. 14.8% 9 Other, not included. 0.0% 0 answered questions 61 skipped questions 0
- 36. Appendix Have you booked a hotel room in the past or plan to book a hotel room in the near future? Answer Options Response Percent Response Count Yes 95.1% 58 No 4.9% 3 answered question 61 skipped question 0
- 37. Appendix How often do you travel in a year? Answer Options Response Percent Response Count 1-3 times a year. 39.7% 23 4-6 times a year. 43.1% 25 7 or more times a year. 17.2% 10 answered question 58 skipped question 3
- 38. Appendix Please choose the main reasons for traveling Answer Options Response Percent Response Count Business 39.7% 23 Vacation 86.2% 50 Family event: wedding, funeral, ect. 27.6% 16 Special occasion: anniversary, honeymoon, etc. 15.5% 9
- 39. Appendix When you travel, how often do you stay in a hotel? Answer Options Response Percent Response Count Rarely 13.8% 8 Sometimes 41.4% 24 Never 1.7% 1 Most of the time 32.8% 19 Always 10.3% 6
- 40. Appendix Besides your room, where do you spend most of your time? Answer Options Response Percent Response Count Lobby 17.0% 8 Bar 23.4% 11 Pool 17.0% 8 Fitness Center 4.3% 2 Restaurant 38.3% 18
- 41. Appendix Besides sleeping, what percentage of your time is spent outside of your hotel room? Answer Options Response Percent Response Count 0-25% 8.3% 4 26-50% 14.6% 7 51-75% 50.0% 24 76-100% 27.1% 13
- 42. Appendix On average, how much do you spend per night when booking a hotel room? Answer Options Response Percent Response Count $50-$99 20.8% 10 $100-$149 39.6% 19 $150-$199 20.8% 10 $200-$249 14.6% 7 $250-$299 0.0% 0 $300 or more 4.2% 2
- 43. Appendix When booking a hotel for leisure, how many people do you typically split ONE standard room? Answer Options Response Percent Response Count 0 (stay alone) 8.3% 4 1 other 52.1% 25 2-3 33.3% 16 4 or more 6.3% 3
- 44. Appendix How often do you utilize hotel services? Answer Options Response Percent Response Count Never 10.4% 5 Rarely 56.3% 27 Sometimes 20.8% 10 Usually 2.1% 1 Always 10.4% 5
- 45. Appendix Where do you stay instead of hotels? Answer Options Response Percent Response Count BNB 50.0% 4 Friend's or family's residence 62.5% 5 My Condo 12.5% 1 My lakehouse/vacation home 0.0% 0 Rent out lakehouse/vacation home 12.5% 1 Other 0.0% 0
- 46. Appendix Why do you choose alternatives over hotels? Answer Options Response Percent Response Count To save money 100.0% 8 Own property (no need for hotel) 0.0% 0 Hotels do not provide the experience I need 25.0% 2 Want full experience of location I am visiting 12.5% 1 Have other accommodations set up for me 12.5% 1 Refuse or dislike staying in hotels 0.0% 0 Other 12.5% 1
- 47. Appendix What social media do you regularly use? Answer Options Response Percent Response Count Answer Options Response Percent Response Count Answer Options Response Percent Response Count Facebook 68.5% 37 Whatsapp 20.4% 11 Google + 14.8% 8 Instagram 55.6% 30 Tumblr 3.7% 2 YouTube 40.7% 22 Twitter 20.4% 11 Pinterest 16.7% 9 Wechat 50.0% 27 Snapchat 24.1% 13 LinkdIn 44.4% 24 Weibo 35.2% 19 Other (please specify) 0
- 48. Appendix What social media do you regularly use?
- 49. Appendix What type of lifestyle do you lead? Answer Options Response Percent Response Count Answer Options Response Percent Response Count Adventurous 33.3% 18 Religious 9.3% 5 Stressful 24.1% 13 Relaxed 42.6% 23 Active 51.9% 28 Spontaneous 18.5% 10 Busy 50.0% 27 Structured 25.9% 14 Healthy 50.0% 27 Other (please specify) 0
- 50. Appendix What type of lifestyle do you lead?
- 51. Appendix Which of the following activities do you partake in? Answer Options Response Percent Response Count Answer Options Response Percent Response Count Watch TV 68.5% 37 Volunteer 20.4% 11 Read books/ Magazines 42.6% 23 Go to sporting events 42.6% 23 Go to the movie theatre/ Watch movies 55.6% 30 Go shopping 48.1% 26 Go out with friends 79.6% 43 Lounge 35.2% 19 Go out to eat 77.8% 42 Other (please specify) 0
- 52. Appendix Which of the following activities do you partake in?
- 53. Appendix What types of websites do you regularly visit? Answer Options Response Percent Response Count Answer Options Response Percent Response Count Answer Options Response Percent Response Count Home Improvement/ DIY 20.4% 11 Food 48.1% 26 Lifestyle 29.6% 16 Retail 25.9% 14 Travel 37.0% 20 Fashion 40.7% 22 Sports 44.4% 24 Outdoors 20.4% 11 Entertainment 51.9% 28 Business 29.6% 16 Social Media 57.4% 31 Academic 24.1% 13 Other (please specify) 1
- 54. Appendix What types of websites do you regularly visit?
- 55. Appendix Please indicate your gender. Answer Options Response Percent Response Count Male 48.1% 26 Female 50.0% 27 Prefer not to answer 1.9% 1
- 56. Appendix Please indicate your ethnicity. Answer Options Response Percent Response Count White 35.2% 19 Black or African-American 3.7% 2 American Indian or Alaskan Native 1.9% 1 Asian 57.4% 31 Native Hawaiian or other Pacific Islander 0.0% 0 From multiple races 1.9% 1 Some other race (please specify) 0
- 57. Appendix What is the highest level of education you have? Answer Options Response Percent Response Count Less than high school degree 1.9% 1 High school degree or equivalent (i.e. GED) 1.9% 1 Some college but no degree 0.0% 0 Associate degree 1.9% 1 Bachelor's degree 47.2% 25 Master's degree 45.3% 24 Doctorate degree 1.9% 1
- 58. Appendix What is your household income? Answer Options Response Percent Response Count <$25,000 22.2% 12 $25,000 to $49,999 37.0% 20 $50,000 to $74,999 16.7% 9 $75,000 to $99,999 11.1% 6 $100,000 to $149,999 3.7% 2 $150,000 to $249,999 7.4% 4 $250,000+ 1.9% 1
- 59. Appendix What is your marital status? Answer Options Response Percent Response Count Married 13.2% 7 Widowed 0.0% 0 Divorced 1.9% 1 Separated 3.8% 2 Never married 81.1% 43
- 61. Easy To Book A Room Conservative Innovative PreferenceAppealing Rewards program Good Hospitality Make Me Feel Comfy AffordableDon’t make me feel safe Limited Hotel Locations Dirty Hotel Rooms Competitive PriceLow Price The Perception
- 62. Conservative Innovative Preference Good Hospitality Make Me Feel Comfy Competitive PriceLow Price The Perception
- 67. CA - Level of importance (22-30) Feature OFI Location 24% Room Allocation 17% Facilities 16% Mobile App 15% Lobby 14% Price 11% Rewards 4% Feature Importance Price Location Facilities Rewards Lobby Room Allocation Mobile App
- 68. CA - Level of importance (22-26) Feature OFI Location 23% Room Allocation 18% Facilities 16% Lobby 16% Price 12% Mobile App 12% Rewards 3% Feature Importance Price Location Facilities Rewards Lobby Room Allocation Mobile App
- 69. CA - Level of importance (27-30) Feature OFI Mobile App 25% Location 22% Lobby 14% Facilities 12% Rewards 10% Room Allocation 9% Price 8% Feature Importance Price Location Facilities Rewards Lobby Room Allocation Mobile App
- 70. 1.00 0.18 0.25 0.17 0.14 0.00 0.17 0.28 0.28 0.17 0.20 0.20 0.17 0.20 0.27 0.17 0.29 0.21 0.17 0.27 0.18 0.17 Intercept Price $100 Price $200 Price $300 Suburbs Downtown Metro City Limits Roof Top Pool Top Floor Mezzanine Level (Snack Shack) Full Spa Good for next stay Good for room upgrades Good for additional amemities Lobby Area Bar Lobby Area Restaurant Complimentary Continental Breakfast & Café Room/Suite Size Bathroom Size Balcony Included Room Key Mobile App Scan Room Climate Control App Book Room & Check In/Out Optimal Hotel Kit Standard Rates Mobile App Facilities Room Allocation Location
- 71. CA – (22-30) Price - $200 Location - Metro City Facilities - Indifferent mezzanine and top pool Rewards Program - Room upgrade Lobby Area - Restaurant Room Size Allocation – Suite Size Mobile Application - Room key Mobile App Scan 1.00 0.18 0.25 0.17 0.14 0.00 0.17 0.28 0.28 0.17 0.20 0.20 0.17 0.20 0.27 0.17 0.29 0.21 0.17 0.27 0.18 0.17 0 0.2 0.4 0.6 0.8 1 Intercept Price $100 Price $200 Price $300 Location Suburbs Location Downtown Metro City Limits Facilities Roof Top Pool Facilities Top Floor Mezzanine Level (Snack Shack) Full Spa Rewards Program Good for next stay Rewards Program Good for room upgrades Good for additional amemities Lobby Area Bar Lobby Area Restaurant Complimentary Continental Breakfast & Café Room Size Allocation Room/Suite Size Room Size Allocation Bathroom Size Balcony Included Mobile Application Feature Room Key Mobile App Scan Mobile Application Feature Room Climate Control App Mobile App to Book Room & Check In/Out Price
- 72. CA (22- 26) Price - $200 Location - Suburb Facilities - Top Floor Mezzanine Rewards Program - Good for room upgrade Lobby Area - Area Restaurant Room Size Allocation - Room Suite Mobile Application - Room key Mobile App Scan 1.00 0.20 0.26 0.17 0.14 0.00 0.17 0.30 0.29 0.17 0.20 0.20 0.17 0.22 0.29 0.17 0.31 0.21 0.17 0.27 0.18 0.17 0 0.2 0.4 0.6 0.8 1 1.2 Intercept Price $100 Price $200 Price $300 Suburbs Downtown Metro City Limits Roof Top Pool Top Floor Mezzanine Level (Snack Shack) Full Spa Good for next stay Good for room upgrades Good for additional amemities Area Bar Area Restaurant Complimentary Continental Breakfast & Café Room/Suite Size Bathroom Size Balcony Included Room Key Mobile App Scan Room Climate Control App Book Room & Check In/Out
- 73. CA (27 – 30) Price - $ 200 Location - Indifferent between Metro City & Suburbs Facilities - Indifferent mezzanine and top pool Rewards Program - Good for room upgrade Lobby Area - indiff btw Restaurant & complimentary breakfast Room Size Allocation - Bathroom Mobile Application - Room key Mobile App Scan 1.00 0.12 0.18 0.15 0.15 0.00 0.15 0.24 0.24 0.15 0.21 0.22 0.15 0.05 0.15 0.15 0.16 0.22 0.15 0.31 0.14 0.15 0 0.2 0.4 0.6 0.8 1 1.2 Intercept Price $100 Price $200 Price $300 Location Suburbs Location Downtown Metro City Limits Facilities Roof Top Pool Facilities Top Floor Mezzanine Level (Snack Shack) Full Spa Rewards Program Good for next stay Rewards Program Good for room upgrades Good for additional amemities Lobby Area Bar Lobby Area Restaurant Complimentary Continental Breakfast & Café Room Size Allocation Room/Suite Size Room Size Allocation Bathroom Size Balcony Included Mobile Application Feature Room Key Mobile… Mobile Application Feature Room Climate… Mobile App to Book Room & Check In/Out
Editor's Notes
- How about change our campaign name to “Tan with Trilio” Transporation- convenience Accomodation-comfortability Networking-connect Trilio-Tri(bute)(Portfo)lio
- Q1: PM → Should help us understand the market, what’s important etc. Q2: CA → How can they maximize the customer's satisfaction
- Millennials aged between 22-30 Both male and female Household income greater than 50k Have stayed in a hotel at least once in their life Travel at least once a year Socially interactive (use at least one social network)
- West Loop (Trendy Location) Focus on Size of the room Cool Facility Services Price ( Target $200+) Virtual Hospitality Comfortable Feel
- Comfortability - Overall comfort -Large Room with full amenities (couches and social space)
- Explain through CA → Location was most feature to everyone & they all want a Metro City Area Increase customers utility by .03 by placing the hotel in Metro City For the first launch do it West Loop
- Explain through CA → Location was most feature to everyone & they all want a Metro City Area Increase customers utility by .03 by placing the hotel in Metro City For the first launch do it West Loop
- Explain through CA → Location was most feature to everyone & they all want a Metro City Area Increase customers utility by .03 by placing the hotel in Metro City 77.8% go out to eat For the first launch do it West Loop
- Comfortability - Overall comfort -Large Room with full amenities (couches and social space)
- West Loop (Trendy Location) Focus on Size of the room Cool Facility Services Price ( Target $200+) Virtual Hospitality Comfortable Feel
- Explain through CA → Mobile App feature would really on the level of importance - Mobile app was a lot more important than Rewards (4%) --- therefore pay more focus on adding more feature to the mobile app (check in/ check out)... This is an app to enhance your experience you don’t per se need a smart phone Go back who you're targeting
- Explain through the PM → Customers Preference is driven by “How comfortable they feel” so give them that by providing them with the following: Sleep Number Bed Extra Soft Toilet Paper Decorations (themed/colored/) Smell of Rooms
- Explain through the PM → Customers Preference is driven by “How comfortable they feel” so give them that by providing them with the following: Sleep Number Bed Extra Soft Toilet Paper Decorations (themed/colored/) Smell of Rooms
- Comfortability - Overall comfort -Large Room with full amenities (couches and social space)
- Explain through CA → Pool & Bar are most important! Why not do both? Facilities is the 3rd most important feature that adds the customers utility... they liked both Pool & bar... so why not give them a swim up bar?
- Comfortability - Overall comfort -Large Room with full amenities (couches and social space)
- Explain through the PM → Customers Preference is driven by “How comfortable they feel” so give them that by providing them with the following: Sleep Number Bed Extra Soft Toilet Paper Decorations (themed/colored/) Smell of Rooms
- Comfortability - Overall comfort -Large Room with full amenities (couches and social space)
- Explain through the CA → Customers utility increases with a bigger Room Size rather than a Bigger Bathroom or Balcony… furthermore, we can add to their comfort by the following: Providing them with Full amenities ( room & bathroom) Mini Bar Comfortable couches
- Explain through the CA → Customers utility increases with a bigger Room Size rather than a Bigger Bathroom or Balcony… furthermore, we can add to their comfort by the following: Providing them with Full amenities ( room & bathroom) Comfortable couches
- Comfortability - Overall comfort -Large Room with full amenities (couches and social space)
- Location - convenient Plan event schedule with friends and match up with others on app - discuss and meet up Social facilities to meet different groups Comfortable and large rooms for social gathering capabilities
- On Social Media: Facebook & YouTube Television: Live Sporting Events, Reality TV Airline & Travel Sites Groupon
- How about change our campaign name to “Tan with Trilio” Transporation- convenience Accomodation-comfortability Networking-connect Trilio-Tri(bute)(Portfo)lio
- West Loop (Trendy Location) Focus on Size of the room Cool Facility Services Price ( Target $200+) Virtual Hospitality Comfortable Feel