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Dream Hotels_Presentation
- 1. Dream Your Dream Presentedby 4U Jenny Li Jialin Zhao Michelle Liu Instructor Marcelo Cohen Arazi Kay Gong Vincent Hu Chao Zhang
- 2. Executive Summary Company Analysis IndustryAnalysis Competitor Analysis Marketing Strategy - Digital Strategy - Acquisition Program - Retention Program Evaluation Metrics Agenda —
- 3. Executive Summary — Dream Hotelis an expanding upper-upscale chain hotel brand under Dream Hotel Group. It attracts guest from all over the world by the stylish design, convenient location and fancy dining. To enhance a close and sustainable relationship with customers, our team came up with a CRM program covering strategies and recommendations from awareness, customer acquisition to customer retention. By launching a comprehensive CRM program that offers values to customers, Dream Hotel can bring a unique experience along with its unique positioning to customers.
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- 5. NYC Brand Profile Dream HotelGroup is a leader in managed properties worldwide, encompassing artfully modern luxury and lifestyle hotel brands in North America, Thailand and India. Founded in 1986 by Sant Singh Chatwal 4 Chains: Dream Hotels, Time Hotels, Unscripted Hotels, The Chatwal Dream Hotel: Modern, chic, lifestyle, nightlife young generation Serve full-service luxury travel Miami
- 6. Vision — To bring uniqueexperience for guests, associates shareholders and business partners Mission — To make guests pleasant every minute they stay with us
- 7. Goal To satisfy ourcustomer and achieve sustained growth and profitability. CRM Objectives - Increase awareness of Dream Hotels brand - Acquire new customers - Retain and nurture return customers - Foster a community of passionate customers
- 8. Overall Good (4/5 ) reviews. Convenient location Stylish decoration Friendly staff Small room size Noise Service problem Business Situation
- 9. - Modern andchic design - Diversified design styles - Featured offers: romance package, spa love, basics getaway - Strong cooperation with other hotel franchises S W O T - Limited locations - High price rate - Cultural shift and organization change with limited resources - Positive lifestyle trend - New customer acquisition channels through social media - Quick changes in lifestyle trends - Hard to maintain customer loyalty with limited product supply - Intense competition among the hotel industry, especially other hotel chains, like Hyatt, Kimpton, Marriott
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- 11. Hotel Industry Growth Theglobal hotel industry revenue is expected to reach $550 billion in 2016.
- 12. More than 50%of hotel bookings take place online. More than 50% of consumers worldwide made a purchase based on online recommendation. Social media platforms are now the main battleground for hoteliers to strategically engage with their consumers. Millennials in particular crave the ultra-personalized service that hotel provide. It is predicted that the millennial generation will replace the baby boomers as the dominant consumer group by 2017 Lifestyle Hotel’s demand has grown at an annual average pace of nearly 20% Industry Trends
- 13. Creativity Lively Original Story-telling Imaginative Amorphous Unique Innovation Modern Colorful High-tech Non-conformist Design and style Futuristic SocialConnections Diversity Openness Acceptance Self-Expression Rejuvenating Belonging Lifestyle Hotel
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- 15. No. of Hotels:300+ Geographic Coverage: Property Diversity: Loyalty Program: Marriott Reward No. of Hotels: 300+ Geographic Coverage: Property Diversity: Loyalty Program: Starwood Preferred Guest Competitors
- 16. No. of Hotels:200+ Geographic Coverage: Property Diversity: Loyalty Program: IHG Reward Club No. of Hotels: 30+ Geographic Coverage: Property Diversity: Loyalty Program: IHG Reward Club No. of Hotels: Less than 10 Geographic Coverage: Property Diversity: Loyalty Program: None
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- 18. Customer Profile — - Age:25-35 millennials - Young professionals - High income - Single & young couples - Travel lovers, nightlife lovers - Style-conscious adventurers
- 19. James 31 years oldconsultant Loves sports and photography “During my stays I like to enjoy my time by living the city and what it has to offer” Michelle 27 years old designer Loves travelling and arts “Visiting new places and learning more about their enrooted culture inspires me”
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- 22. ● Build Digitalreputation ● Build a 2-way communication Channel ● Learn Customer's preference and need Objective: ● A Social Media response rate of 100% (Toward both negative and positive comments) ● A response time of 2 hour (Especially for negative comments) Social Media Monitor Plan
- 23. Response Audit Bad ReviewExample: Good Review Example:
- 24. Social Media Audit(Instagram) 5 Platforms: ● Twitter ● Facebook ● Instagram ● Vimeo ● Snapchat Followers: ● Twitter:17.5k ● Facebook: 21.8k ● Instagram: 28.8k Average Likes: 250 #dreamhotel: 30,739 post #dreamhotels: 3,328 post #dreamhotelnyc:1,623 post #
- 26. Instagram Event Monthly PhotoContest Theme of the Contest: - New york Dream - Your Dream - The other side of you - No Theme- Upload your best! #DreamYourDream 3 Top like Post Reward: Free nights or Free tickets! Objective: - Increase followers - Increase awareness - Increase engagement - Strengthen brand image
- 27. Blog Plan Theme: Dreamyour Dream Content: - Travel tips - Recommend Attractions - Event information Objective: - Build Own content - Increase awareness - Drive traffic to website
- 28. Influence = Audience Reach(# of followers) x Brand Affinity (expertise and credibility) x Strength of relationship with followers When reaching out to influencers, offer prompts that guide, not control influencer’s creative process. Synergize influencer posts with other social media ads. Influencer Marketing
- 29. 01 Marianna Hewitt Luxury LifestyleInfluencer _ 28 years old Instagram: 579K Youtube: 197K Snapchat www.lifewithme.com
- 30. 02 Drew Binsky Travel ExperienceExpert _ Very engaging and interactive Snapchat: 65K Instagram: 65.7K Twitter: 37K www.thehungrypartier.com
- 31. 03 Simon and Martina TravelCouple _ Travel around the world YouTube: 1M+ Instagram: 254K Twitter: 169K www.eatyourkimchi.com
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- 33. “Uber is away of life for young professionals” — $15 off Brand Reputation Qualified Service Sufficient Supply Partnership — Uber
- 34. One Free Drink BrandImage — Young, fun and generous Customer Benefits — Chill & relax Warm up for the party
- 35. 42.6% Leisure segment accountfor the market 7 Million Airport leisure segment brings the highest annual revenue per market Enterprise “This advertising plan is designed to reposition Enterprise Rent-a-Car to attract college students and young professionals.” Partnership — Enterprise $50 off Per Rental Car
- 36. Partnership — Enterprise Costand fees Pick-up process Return process Rental car Shuttle bus/van Reservation process
- 37. - Great Dealsfor Traveller - Young people love to visit landscape - Cover the cities where our properties located - Customer get extra discount from buying Go City Card Partnership — Go City Card
- 38. - Invite localbands/singers to perform live show inside hotel - Sell show tickets on hotel official website, both for customers and non-customer - Provide discounted tickets for customers. Music Live Show
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- 40. Credit card - Cooperatewith credit card company, like Discover. - Guarantee 5% cashback bonus on purchase with Dream AAA Insurance - Offer AAA members with 5% discount for booking rooms Partnership Win-win cooperation - Share customers Attract & maintain partners’ customers as ours.
- 41. Club X RoomUpgrade Promotion Room upgrade via availability Pay the price difference Get same amount of credit & use in club 1 Brand Experience
- 42. 2 Early Check-In &Late Check-Out Begin with your 1st stay End with no day Brand Experience
- 43. 3 Loyal Customer Privilege Every10 Nights Stay 1 Free Limo Pick Up Premium service Brand Experience 3
- 44. Special Arrangement For peoplewho are celebrating their honeymoon, birthday or anniversary. - Free room upgrade - Hand written card - Special decoration - Customized service
- 45. Room service callsshould be answered in 30 seconds Offering should be delivered to the room within 10 minutes Facilities maintenance should be sent in 10 minutes and problems should be settled within 2 hours Fast Service Guarantee Imagine this —— It’s bedtime and you forget to bring your toothbrush, you call room service, you were put on hold for 5 minutes, the staff tells you someone will send you a toothbrush set soon and hang up. Then you wait for another half an hour and you finally get your toothbrush. 1 2 3
- 46. Start a membershipprogram Improve room facilities like sound proofing, light, etc Improve management of the bars and clubs, prevent cases that will disturb hotel guests Website optimization 1 2 3 4 Other Recommendation
- 47. Evaluation Metrics Awareness: Likes,#hashtags, responds, reposts, followers, Blog views, Social reviews, Website traffic Acquisition: Coupon (code) redemption, ticket purchase Retention: Email sign-ups, Email-open rate, click-through rate, transaction; customer feedback; Cost, revenue, ROI, retention rate
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