This document contains a competitive analysis of several luxury hotel brands, including W Hotel, Dream Hotel, Time Hotel, Edition Hotel, and Kimpton Hotel. It analyzes each brand's positioning, target customer profile, prices, and number of locations. The document also includes a SWOT analysis of Dream Hotel and Time Hotel, focusing on strengths like brand positioning and quality of design/service, as well as weaknesses, opportunities, and threats. Lastly, the document proposes several business-to-business, business-to-consumer, and partnership strategies for Dream Hotel to expand its brand and engage new customers through events, social media, and live streaming.

1. Chiristina, Cloris
Melanie, Nicole
Summer Fan
Siyuan Huang
Yingfei Hu
August 12, 2015

2. COMPETITIVE ANALYSIS
W Hotel
Dream
Hotel
Time
Hotel
Edition
Hotel
Kimpton
Brand
positioning
Lifestyle-
Boutique
Lifestyle-
Boutique
Luxury
Lifestyle-
Comfort &
Luxury
Lifestyle-
Unique &
Sophisticate
d
Lifestyle- Fine
Star Luxury
Upper
Upscale
Upper
Upscale
Upper
Upscale
Upper Upscale
Customer
profile
Young
wealthy
travelers
Aged 30 to
40 wealthy
customers,
singles or
couples love
parties
Aged 30 to
40 wealthy
customers
with their
families love
quiet
Aged 30 to
40 years old
Aged 35 years
old and older,
male and
female, singles,
couples and
married couples
with or without
children

3. COMPETITIVE ANALYSIS
Price
Number of Locations
1 2 3 4
Aug 12-Aug13

4. COMPETITIVE ANALYSIS
• Followers on different
social media platforms
• News exposure rate

5. SWOT ANALYSIS (DREAM & TIME)
STRENGTHS
-Different brand positioning of Dream
and Time fulfill different customer
demands
-Outstanding design and service
brings satisfied customer reviews and
rating (trip advisor)
-Very Competitive price point
WEAKNESSES
-Low brand awareness
-Lack of CRM system
-No distinct POD in competition
-Limited # of locations
OPPORTUNITIES
-International, corporate travelers for
B2B
-Lifestyle products trending very
positively
- Advantages of being flexible
considering the business size
THREATS
-Fierce competition
- Lifestyle trendiness drives newcomers
into this sector
- Low switching cost (no loyalty
program)

6. BUSINESS TO BUSINESS
STRATEGY

7. BUSINESS TO BUSINESS: SOCIAL MEDIA
LinkedIn: search for hospitality
groups or groups contain potential
customers
• The Hospitality Sales & Marketing
Association International (HSMAI)
• Hcareers Hospitality Industry
Professionals Group
Facebook & Twitter
• Highlight special offers and events
at your business and throughout
the local area (Discounted price,
free lunch, buy 4 get 1 free)
• Engage target customers by
visiting and commenting them.

8. GROW BRAND THROUGH SYNERGISTIC
PARTNERSHIPS
NY-based start-up:
- Exercise lifestyle brand
- Affluent target market
- Highly engaged community
Partnership opportunity:
- Bikes in hotel gyms
- Partner with studios (NYC/
Chicago)
- Promote in hotel marketing
- Boutiques in hotel lobbies
- Events with coaches

9. SOCIAL LISTENING STRATEGY

10. ENABLE ONLINE AND OFFLINE INTEGRATION
Central
Listening
Program
(leveraging
Revinate or other
platform e.g.
Clarabridge)
Social Media
Customer Surveys
Sentiment & Text
Analytics
Offline Actions and
Improvements
Empower employees
to fix problems in
real-time
Implement surprise
& delight program
Influence product/
service offerings
Competitor Listening
What people are
saying about you

11. BUSINESS TO CONSUMER
STRATEGY

12. STRATEGY: Debut to engage in lifestyle
IDEA: Restaurant week special menu
EXECUTION: Bodega Negra and Serafina
BUSINESS TO CONSUMER

13. https://www.facebook.com/nycrestaurantweek/videos/v
b.51554669492/10153131302069493/?type=2&theater
NYC RESTAURANT WEEK
• Visualization:
Make a short video of the Chef
creating RW menu items, post
on website/Insta/Twitter to
entice diners to visit
• Engagement:
Status update on Twitter/Instagram
sharing the most frequent RW menu
combination ordered, and ask customers
for more suggestions
• Raffle:
Conduct a raffle for RW diners
to win a behind the scenes
kitchen tour with the Chef

14. STRATEGY: Dream creates your summer of fun
IDEA: Exclusive concert at PH-D and extend to
other venues and channels
EXECUTION:
• Every Friday from June to September
• Invite 1 or 2 musicians or DJs to perform
• Limited seats, invitation or signup only
• Fantastic night experience with breathtaking
city view, great music and acquaintances
“ DREAM CREATES YOUR SUMMER OF FUN ”

15. • Strategic Partnership with Pandora and Sirius:
o Partners and sponsors for support and expand customer base
o Cross-promotion through partner’s subscriptions channel to boost brand
awareness
o Pop-up banner ads on radio app screen, link directs to event webpage
PARTNERSHIP AND SPONSORSHIP

16. • Live broadcast to extend the promotion outside of the venue
• Followers can join, comment and send hearts in real time
• The more hearts you get, higher they flutter on the screen
PERISCOPE LIVE BROADCAST

17. Debut
Customer
Digital
Business
to
Business
Social
Listening
Events
ENABLING A CONSISTENT DEBUT EXPERIENCE
OUTSIDE DEBUT WALLS

18. THANK YOU!