Pitch deck for easyHotel, as part of final year university project. Chosen as winning strategy by client.

1. Good afternoon, easyHotel.
mustard | Strategy & Creative Pitch Presentation
12th November 2018

2. Your team…
JOSEPH VARNEY JACK GOSS CLEANTHIS GEORGHIOU TOBY COLE
ACCOUNT DIRECTOR HEAD OF STRATEGY INNOVATION & STRATEGY
DIRECTOR
CREATIVE DIRECTOR
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3. mustard |
PUTTING
BRANDS AT
THE HEART OF
CULTURE,
MAKING THEM
MEAN MORE
TO THE PEOPLE
THAT MATTER.
OUR MISSION:

4. Thank you.
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5. Contents
1. Your Brief.
2. The Target Audience.
3. The 5Cs & Consumer Journey
4. The Strategy.
5. The Work.
6. Marketing & Comms. Objectives
7. The Media Strategy & ROI.
8. Questions?

6. Your brief, in brief.
Increase sales.
Grow the database.
Accelerate revenue growth.
Live and breathe “let’sGo”.
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*Client-confidential
information removed

7. The two words crucial to achieving
this…
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8. PENETRATION
EMOTION
+
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9. to 1sPENETRATION 0s
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(Byron Sharp — How Brands Grow — 2010)

10. EMOTION
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(Les Binet and Peter Field — The Long and Short Of It — 2013)

11. WHAT WE
HAVE NOW:
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THE FOUNDATIONS OF A STRATEGY
WHICH HAS POTENTIAL TO MAKE
EASYHOTEL A CATEGORY LEADER.

12. WHAT WE
NEED TO DO:
BUILD A STRATEGY & BRAND PLATFORM
T H AT E STA B L I S H E S E ASY H OT E L ' S
POSITION IN THE CATEGORY & GROWS
THE BUSINESS FOR YEARS TO COME.
WHAT WE
HAVE NOW:
THE FOUNDATIONS OF A STRATEGY
WHICH HAS POTENTIAL TO MAKE
EASYHOTEL A CATEGORY LEADER.
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TARGET AUDIENCE

14. Why Millennials are key to
easyHotel.
WHO?
18-26
UK-based
Young Professionals
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15. Why Millennials are key to
easyHotel.
WHO?
WHY?
18-26
UK-based
Young Professionals
They’re driving the growth in short-term city breaks.
Their income, thus budget, are a perfect match with what easyHotel offer.
They have the greatest desire for experiences & travel.
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16. Why Millennials are key to
easyHotel.
WHO?
18-26
UK-based
Young Professionals
Universe: 7.6m
Short-Breakers
Universe: 5.3m
Passion-Pursuers
Universe: 5.6m
• Abroad
• For culture
• For Instagram
• UK-based
• For a specific reason
• i.e. Concerts, Cup Finals…
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5Cs

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COMPANY

19. We’re being lost in the noise of our
competitors.
3%4%
4%
10%
24%
55%
Measures: Expenditure % Share
Date Range: Oct. 2016 - Oct. 2018
(Ad Dynamix All Media 2018)
Advertiser Market Share
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20. Amenity-customisation
But you have a business model
unique to the budget hotel category.
Central locationsNo restaurants
2 31
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21. We also have an existing strategy
with a lot of potential.
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22. When it comes to our position in the
category, we’re a bit of an inbetweener.
Hotel Brands Travel-associated Brands
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23. COMPANY TRUTH:
easyHotel has the potential to be
a category first:
we’re facilitators, not providers.
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CATEGORY

25. We’re fighting in an increasingly
crowded category.
Supply
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Demand

26. And against a common enemy with
a compelling offering.
42%
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of AirBnB users have
replaced a hotel stay with an
AirBnB property.
(The Guardian 2018)

27. The battle to ‘win’ business travellers
is an increasingly bloody one.
“The company is actively seeking to attract business
customers, which now make up roughly half of Premier
Inn’s guests”
— Alison Brittain, Chief Executive, Premier Inn (2017)
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(The Telegraph 2017)

28. CATEGORY TRUTH:
Our competitors have roadblocked the
two most popular routes: business &
authentic travel.
We need to establish a path of our own
if we’re to make an impact.
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CONNECTIONS

30. Instagram is the new holiday brochure, having
huge influence on where we want to visit.
67%
of Millennials have felt
inspired to visit a place
on holiday after seeing
photos on social media.
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(Mintel — Holiday Planning and Booking Process — UK — May 2018)

31. Aggregators are the go-to source for booking
accommodation, meaning consumers can be
more price-savvy than ever.
49%of UK city breakers in the last
12 months have used an OTA
to book their trip.
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(Mintel — Holiday Planning and Booking Process — UK — May 2018)

32. Aggregators are the go-to source for booking
accommodation, meaning consumers can be
more price-savvy than ever.
49%of UK city breakers in the last
12 months have used an OTA
to book their trip.
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(Mintel — Holiday Planning and Booking Process — UK — May 2018)

33. This ease of finding a good deal means true
brand loyalty in the category is a fantasy.
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(Mintel — Holiday Planning and Booking Process — UK — May 2018)

34. CONNECTIONS TRUTH:
The explosion in travel aggregators has meant
that, for price-focused buyers, brand loyalty
doesn’t exist.
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35. |
Accommodation provider
(direct)
Conscious search
3) Experience
Conscious search
Aggregators
Social media
Word of mouth
Subconscious search
2) Buy
4) Reflection/Review
Emotional
Experience-driven comms.
Rational
Price-driven comms.
1) Search
“67% of the TA say they’ve felt
inspired to visit a place after
seeing content on people's
social media”
“88% of global travellers list
review sites as the most
important influence on their
travel decisions
“49% of UK city breakers in the
last 12 months have used an
OTA to book their trip.”
2 month booking
‘cool off’ period
before experience
date
Last-minute deal
hunting, typically
weeks before
experience date.
?) Opt-out

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CONSUMER

37. The traditional two-week holiday
is becoming a thing of the past.
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(ONS 2017)(The Guardian 2017)

38. This is driven by the rising
popularity of short city breaks…
46m
short breaks were taken by
UK consumers in 2017
(up 6.5% on 2016)
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(Mintel — Short and City Breaks — UK — July 2018)

39. … and experience-centred nights
away.
82%
travelled within the UK
& stayed overnight to
attend an event in 2017
58%
had travelled abroad in
last two years for an
event.
*Of 250 UK-based 22-36 year olds
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(Eventbrite 2018)

40. CONSUMER TRUTH:
We no longer blow our holiday
allowance on the annual trip away, but
on frequent breaks & experiences
throughout the year.
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CULTURE

42. ““
Disruptor brands are making
‘ownership’ a thing of the past.
The world’s largest taxi firm, Uber, owns no cars.
The world’s most popular media company, Facebook, creates no content.
The world’s most valuable retailer, Alibaba, carries no stock. And the
world’s largest accommodation provider, Airbnb, owns no property.
— Tom Goodwin, EVP, Zenith Media
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(The Independent 2015)

43. This abandonment of ownership
is being reflected in society.
Where we LIVE What we HAVE What we CONSUME
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(BBC News 2018)

44. We’re spending our money on experiences,
leaving our passion for possessions
behind.
Pubs: 20%
Restaurants: 16%
Theatres & Cinemas: 13%
Clothing & Footwear: 2.4%
Household Appliances: 16%
Vehicles: 13%
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(The Guardian 2017) (The Independent 2017)
*Consumer spending % in 2017, on 2016.

45. As a result, our desire to travel and
see the world has never been stronger.
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(The Telegraph 2016, 2017)

46. CULTURAL TRUTH:
We no longer define ourselves
by what we own,
but by where we’ve been &
what we’ve done.
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47. CULTURE TRUTH:
We no longer define ourselves
by what we own, but by where
we’ve been & what we’ve
done.
CONSUMER TRUTH:
Our holiday allowance isn’t blown
on the annual trip away anymore,
but on breaks & experiences
throughout the year.
CONNECTIONS TRUTH:
The explosion in travel
aggregators means that for
price-focused buyers, brand
loyalty doesn’t exist.
CATEGORY TRUTH:
Our competitors have roadblocked the
two most popular routes: business &
authentic travel.
We need to beat a path of our own if
we’re to make an impact.
COMPANY TRUTH:
easyHotel has the potential to be a
category first:
we’re facilitators, not providers.
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48. CULTURE TRUTH:
We no longer define
ourselves by what we own,
but by where we’ve been &
what we’ve done.
CONSUMER TRUTH:
Our holiday allowance isn’t
blown on the annual trip
away anymore, but on breaks
& experiences throughout the
year.
CONNECTIONS TRUTH:
The explosion in travel
aggregators means that for
price-focused buyers, brand
loyalty doesn’t exist.
CATEGORY TRUTH:
Our competitors have roadblocked the
two most popular routes: business &
authentic travel.
We need to beat a path of our own if
we’re to make an impact.
COMPANY TRUTH:
easyHotel has the potential to be a
category first:
we’re facilitators, not providers.
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Our Strategy:
The Self Development Story.

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It’s why under 30s are out-reading older generations.
(The Guardian 2014)

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Why millennials are more interested in developing new skills than any other generation.
(GWI 2018)(GWI 2018)

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Why “did you find yourself?” is the question we ask to those who’ve travelled.

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Experiences are no longer just about taking photos and making memories.
They’re an opportunity to build yourself.
Make you more cultured. More interesting. More unique.
This mindset has made experiences not just ‘a city break’, ‘a concert’, ‘a cup final’.
But a personal investment.
The best kind of investment you can make.
Our Human Insight

54. Our Strategic Lock
COMPANY TRUTH HUMAN INSIGHT
easyHotel POV
easyHotel isn’t a provider,
but a facilitator.
We make possible the
experiences that matter
most.
Experiences are no longer
about building your photo
album, but building yourself.
Championing
experiences, big and
small, wherever they
are.
They’re the ultimate
personal investment.
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The Proposition
easyHotel. Closer to the experiences that make you, you.

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THE WORK

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PRINT

58. London,
England
from £35.00
Closer to what makes you, you.

59. Amsterdam,
Netherlands
from £29.68
Closer to what makes you, you.

60. Berlin,
Germany
from £25.31
Closer to what makes you, you.

63. Client
logo
easyHotel
Tommorowland, Belgium
easyHotel Taking you closer to the
experiences that make you, you. Rooms from
£38.41 #easyHotel
161 likes
Closer to what makes you, you.
let’sGo
Book now >

64. |mustard
Closer to what makes you, you.
let’sGo