2. MARKET Research
Goals
Show the current market space of Extended Stay Hotels,
emphasizing Staybridge & Candlewood
Privileged information
Brands in relation to one another
Gaps and opportunities in the current market space
Disparities within a brands
3. MARKET Research
Process
MARKET RESEARCH
PROCESS
Phase 1
gather data
gain basic familiarity with the industry and CandleBridge
Phase 2
condense pertinent, privileged CandleBridge data
execute standardized research of a cross-section of the extended stay hotels
8. IDENTITY
REFRESH Logo/colors
Hotel Design
Tone-of-voice
Consistent Nomenclature
Staybridge Social Media Platform
Suites Media Spend unlikely to change
9. IDENTITY Social Media
REFRESH Platform
1 2
The first Social Media expected The second expected deliver-
deliverable of this project is for able is the creation of an in-
the selected agency to create a novative messaging platform
virtual social hub to engage the that reflects a consistent brand
brand, hotel teams, and guests. voice. This could employ Face-
book, Twitter a blog, pre-stay
and post guest communica-
tions, and on-going dialogue.
12. Price
Point
Overall Costs With Fees Across
Extended Stay Brands
(from highest to lowest)
1 Staybridge Suites
2 Homewood Suites
3 Residence Inn
4 Hyatt Summerfield Suites
5 Candlewood Suites
6 MainStay Suites
7 TownePlace Suites
8 Hawthorn Suites
9 Homestead Studio Suites
10 Extended Stay America
11 Studio 6
13. Brand Statements
Staybridge - “Get Comfortable” (Principles - warmth flexibility comfort community)
Candlewood - “Feel Free” (Principles - independence value informal uncomplicate)
Homewood - “All the comforts of home”
Towneplace - “Live comfortably, convinently, affordably“
Residence Inn - “Thriving on the road”
Extended Stay America - “Value Extended”
Studio 6 - “More in your room less on your bill”
Hyatt - “More comfort , more style , more connection , more like home”
14. Online Experience | Staybridge Suites
Who is Staybridge Suites?
According to their website, they are:
Cozy | Traditional | Warm
15. Online Experience | Staybridge Suites
Who is Staybridge Suites?
According to their website, they are:
Cozy | Traditional | Warm
1) Find Hotel 2) Reservation Desk 3) Information 4) Room Rates
(Enter location and (Select hotel within (Basic hotel and location (Based on number of (Input personal info)
length of stay) options in preferred city) information) beds, also smoking prefs)
Hotel Photos & Info
At a Glance
Location Info
What’s Nearby
17. Online Experience | Candlewood Suites
Who is Candlewood Suites?
According to their website, they are:
?
18. Online Experience | Candlewood Suites
Who is Candlewood Suites?
According to their website, they are:
?
1) Find Hotel 2) Reservation Desk 3) Information 4) Room Rates
(Enter location and (Select hotel within (Basic hotel and location (Based on number of (Input personal info)
length of stay) options in preferred city) information) beds, also smoking prefs)
Hotel Photos & Info
At a Glance
Location Info
What’s Nearby
20. Online Experience | Residence Inn
Who is Residence Inn?
According to their website, they are:
Upscale | Executive | Modern
21. Online Experience | Residence Inn
Who is Residence Inn?
According to their website, they are:
Upscale | Executive | Modern
1) View Story 2) Find & Reserve 3) Guest Info 4) Complete
(Multiple boxes highlight (Multiple hotels listed in (Basic guest information, Reservation (Input personal info)
to view options) each city) credit card, etc.) (Select room type and
see costs)
Video Tour
Introduction to the Room Preference
Residence Inn brand Single/Double
View Story
Real guest photos and Pillow Preference
stories Pillow, extra foam, etc.
View Photos Accessibility
General hotel photos, not Choose if you have special
needs
Learn More
Additional information on
Residence Inn
23. Online Experience | TownPlace Suites
Who is TownePlace Suites?
According to their website, they are:
Hip | Easy | Friendly
24. Online Experience | TownPlace Suites
Who is TownePlace Suites?
According to their website, they are:
Hip | Easy | Friendly
1) Scroll through 2) Select hotel 3) Hotel Info 4) Rooms & Rates 5) Guest Info & Con-
hotel & amenity (Multiple hotels listed in (Basic info on everything (Select room type and
images each city) about hotel & city) see costs) (Input personal info)
Photo Tour Accessibility
Choose if you have special
and city photos needs
Maps Pillow Preference
See are where hotel is Down featers, synthetic, etc.
located
Top Attractions Room Location
Top things to do in near the
hotel and in the city near elevator
Deals at this Hotel
Select various price
promotions
25. Local Experience | TownePlace Suites
“Live comfortably,
convinently, affordably.”
26. Online Experience | Homewood Suites
Who is Homewood Suites?
According to their website, they are:
Profetional | Home | Traditional
27. Online Experience | Homewood Suites
Who is Homewood Suites?
According to their website, they are:
Profetional | Home | Traditional
1) Find Hotel 2) Hotel Results 3) Hotel Info 4) Check Availability 5) Select Room &
(Date, location, number (Multiple hotels listed in (List of attractions & (Select room type and Rate
of guests) each city) amenities) see costs) (Input personal info)
Accomodations Accessibility
Choose if you have special
and city photos needs
Services & Amenities Smoking
Suite Start Breakfast, Non or smoking rooms
Welcome Home Reception
Groups & Meetings Bed Type
Event resources Single/Double
Local Guide
Entertainment/Recreation/
Local business
29. Online Experience | Extended Stay America
Who is Extended Stay America?
According to their website, they are:
Cheap | Basic | Comfortable
30. Online Experience | Extended Stay America
Who is Extended Stay America?
According to their website, they are:
Cheap | Basic | Comfortable
1) Reserve room 2) Select hotel 3) Select room type 4) Enter guest info
(Date, location, number (Multiple hotels listed in (Also select smoking (Basic info, credit card, (Receive email verifying
of guests) each city) preferences) etc.) reservation)
Info & Photos
and lists amenities
What’s Nearby?
Restaurants, shopping,
hospitals, etc.
Services & Policies
Basic rules and regulations
and description of services
City Guide
Description of the city with
recommended things to do
33. entire extended stay market
staybridge suites
other
Reservation
web (airline
64% Web Based Reservations
Methods
package booking)
web(corporate
self-bookingsite)
web (non-hotel site)
web (hotels site)
called hotel non(800)
called hotel (800)
75%
50%
25%
0%
100%
34. Consumer Demographics | M & F
Staybridge TownePlace Suites
M-v-F M-v-F
64% Female, 36% Male 54% Female, 46% Male
61% 18-49 age 64% 35-50+ age
Candlewood Extended Stay America
M-v-F M-v-F
56% Female, 44% Male 55% Female, 45% Male
64% 35-50+ age 39% 35-50+ age
Residence Inn Hilton Homewood
M-v-F M-v-F
54% Female, 46% Male 55% Female, 45% Male
64% 35-50+ age 40% 35-49 age
35. Consumer Demographics | Lifestyle
Staybridge TownePlace Suites
Income Income
15% $0-30k 9% $0-30k
28% $30-60k 18% $30-60k
38% $60-100k 35% $60-100k
19% $100k 38% $100k
Candlewood Extended Stay America
Income Income
13% $0-30k 11% $0-30k
24% $30-60k 24% $30-60k
31% $60-100k 35% $60-100k
32% $100k 31% $100k
Residence Inn Hilton Homewood
Income Income
9% $0-30k 8% $0-30k
18% $30-60k 20% $30-60k
35% $60-100k 35% $60-100k
38% $100k 37% $100k
36. Consumer Demographics | Lifestlye
Family Type
Staybridge TownePlace Suites
41% Have Kids 64% Have No Kids
Candlewood Extended Stay America
66% Have No Kids 66% Have No Kids
Residence Inn Hilton Homewood
64% Have No Kids 59% Have No Kids
37. Consumer Demographics | Lifestlye
Staybridge
Business/Pleasure
Extended Stay is Business
Short Term Stays is Pleasure
Roughly 35% Extended Stay
Candlewood
Business/Pleasure
Extended Stay is Business
Short Term Stays is Pleasure
Roughly 40% Extended Stay
Residence Inn, TownePlace Suites,
Extended Stay America, Hilton Homewood
Business/Pleasure
Similar Stats to the CandleBridge Brands
38. Consumer Demographics | Digital Devices
Business- Leisure-
88% Laptop Computer 73% Laptop Computer
75% Cell Phone 78% Cell Phone
66% Digital Camera 76% Digital Camera
48% Blackberry or PDA (increasing) 36% Blackberry or PDA (increasing)
47% iPod (increasing) 39% iPod (increasing)
22% Portable Video Player 22% Portable Video Player
20% Handheld Video Games 24% Handheld Video Games
6% Other Video Games (decreasing) 4% Other Video Games (decreasing)
1% None of the Above 1% None of the Above
39. Consumer Demographics | Digital Device Use
Business Leisure
85% Check eMail (decreasing) 88%
62% Read/Surf the Internet 71%
46% Online Shopping 36%
43% Instant Messaging 32%
38% Send/Receive Photos 27%
34% Download/Listen Music 21%
34% Social Networking Sites (increasing) 26%
29% Video Software - Skype (increasing) 12%
27% Read Blogs 17%
26% Watch TV shows 18%
26% Play online Games 30%
21% Watch Movies 23%
20% Use Open Chat Rooms (increasing) 12%
18% Listen to Podcasts 12%
14% Update Personal Blogs 9%
13% Participate in Online Sports Leagues
11% Online Gambling
10% Other
78% of Extended Stay Hotel Users Access the Internet During Their Stay
46. GOWALLA
Spots*
Staybridge Suites = 102
Candlewood Suites = 83
Marriott Residence Inn = 157
Marriott Towneplace = 23
Extended Stay America = 48
Hilton’s Homewood Suites = 102
*Users ‘check-in’ at “Spots” in their local vicinity.
47. GOWALLA
People/Check-ins
Staybridge Suites, Austin, TX = 25/61
Searches for
Candlewood Suites, Ft. Worth, TX = 22/60 hotels in different
categories yielded
Marriott Residence Inn, Austin, TX = 376/632 high results for
Austin, TX. It seems
Marriott Towneplace, San Jose, CA = 43/208 to be a location
saturated with not
Extended Stay America, Austin, TX = 49/87 just Gowalla but
Foursquare
Hilton’s Homewood Suites, Seattle, WA = 22/60 use as well.
48. graduate edu.
education
User Statistics
college
no college
+$60000 Anual income
$100k+
No Children
$60 — 100k
earnings
18 - 34 yrs
Primarily
$30 — 60k
$0 — 30k
age 50+
age 35—49
age 18—34
age
age 12—17
age 3—11
w/o kids
demographics
kids
female
male
75%
50%
25%
0%
49. User Statistics
Primarily
18 - 34 yrs
+$60000 Anual income
w/o kids
50. Media Profile
Both Staybridge and Candlewood have an annual waxing and waning
of news media mentions
Digital news media mentions are directly correlated to the amount of searches
made for “Staybridge Suites” and “Candlewood Suites”
The highest correlation of article topics were:
The opening or constructions of new Staybridge or Candlewood hotels
Mentions within articles pertaining to IHG as a whole
Editorials and reviews of particular hotel policies and programs
The highest date of digital media mentions was in June 2007
51. Review Sites
Reviw Site Users
Most common were general “happy customer” reviews
Negitive reviews usualy fall in to comlaints about a speciffic occurance
Those that don’t often seem to be connected with perticular hotel locations
The content of the review often falls in to categories
based upon the reviewers personality, often saying
more about them than the hotel
52. Review Sites
Patterns Learned
Sites that contained the most substitutive reviews often contained rating
polls addressing basic topics preceding the writing space
The ability for users to not only comment on hotels but also on the
reviews and posts of others is essential for building user community
Allowing users to use social media logins from other sites not only
increases the ease of use but also increases the profile of all parties
Some hotels would actively participate in review sites addressing the
concerns of unhappy users while staying connected with its clientele
Some highly active users employ the review sites as social networking
sites expanding to topics like recommendations and tours of local sites
53. Insights/Opportunities
Lack of awareness is a big problem.
The majority of Staybridge/Candlewood demographics do not appear to
be involved in typical social media networks.
However, the vast majority of extended stay customers take advantage of
internet access during their stay.
There appears to be few examples of extended stay hotels truly engaging
guests via soial media.
There is a large, tempting, vacant space online waiting to be filled, but
guests/users must be pursued.
54. “In moving forward, you must be cognizant of where the true power of
social technology lies: not in the technology itself but in the people who
use it. Movements that begin online must be backed by real-life action;
otherwise, there is no point.”
-Jennifer Aaker & Andy Smith, The Dragonfly Effect
55. Consumer Demographics | Digital Device Use
Business Leisure
85% Check eMail (decreasing) 88%
62% Read/Surf the Internet 71%
46% Online Shopping 36%
43% Instant Messaging 32%
38% Send/Receive Photos 27%
34% Download/Listen Music 21%
34% Social Networking Sites (increasing) 26%
29% Video Software - Skype (increasing) 12%
27% Read Blogs 17%
26% Watch TV shows 18%
26% Play online Games 30%
21% Watch Movies 23%
20% Use Open Chat Rooms (increasing) 12%
18% Listen to Podcasts 12%
14% Update Personal Blogs 9%
13% Participate in Online Sports Leagues
11% Online Gambling
10% Other
