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Destinazione Veneto July 1 st  2011 da  City break ad esperienza di Viaggio Antonello de’ Medici Area Managing Director St...
Destination Marketing  process
Destination Marketing  Venice
Service destination impact Venice Target destination Additional services Necessary   services Culture Food and  Beverage H...
Demographics <ul><li>5 stars </li></ul><ul><li>Male :53% </li></ul><ul><li>Female :47% </li></ul><ul><li>Age 30-39 : 27% <...
Job demographics <ul><li>5 stars </li></ul><ul><li>Entrepreneur :26% </li></ul><ul><li>Professional firm  </li></ul><ul><l...
Social profiles <ul><li>5 Stars </li></ul><ul><li>Edonistic </li></ul><ul><li>Action oriented </li></ul><ul><li>Business m...
Luxury perception
Free time research at least once a week occurencies on sample
Well being factors research sample
Vacation needs
Luxury Brand awareness 5 stars target
Branded decisions Destination Marketing it’s today linked to Brand Awareness  Experience Marketing is the  result of consc...
Brands   Positioning Emotional Transactional Customer   need Product & Services strategy
Hospitality Branding Starwood Hotels & Resorts Hospitality Brands must define unique selling  propositions and adapt offer...
Branding <ul><li>We have to leverage our Starwood Brands value </li></ul><ul><li>We have to keep the “brand image” of icon...
Positioning <ul><li>We have to manage different Products and Brands in the market place with similar customer base </li></...
  Brands journey
Westin
The Westin Europa & Regina Venice Personal Instinctive Renewal
The Luxury Collection
The Luxury Collection Hotel Danieli Venice Exceptional Experience Indigenous
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STARWOOD - Destinazione Venezia - 1° Luglio 2011

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Antonello De Medici
Area Managing Director Starwood Venezia

Destinazione Venezia
1° Luglio 2011, a Venezia [Tronchetto]
Terminal Crociere – Marittima
Terminal Isonzo 1
a bordo della nave da crociera MSC Armonia

A parlare di destinazione, attrattività, competitività, turismi, stagionalità, vantaggi dell’innovazione, web e web 2.0

http://venezia.btoeducational.it
http://www.btoeducational.it

Veröffentlicht in: Bildung, Business, Reisen
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STARWOOD - Destinazione Venezia - 1° Luglio 2011

  1. 1. Destinazione Veneto July 1 st 2011 da City break ad esperienza di Viaggio Antonello de’ Medici Area Managing Director Starwood Hotels Venice
  2. 2. Destination Marketing process
  3. 3. Destination Marketing Venice
  4. 4. Service destination impact Venice Target destination Additional services Necessary services Culture Food and Beverage Hotels Events Transportations Entertainment Shopping Shows Cuisine and wine
  5. 5. Demographics <ul><li>5 stars </li></ul><ul><li>Male :53% </li></ul><ul><li>Female :47% </li></ul><ul><li>Age 30-39 : 27% </li></ul><ul><li>Age 40-49 :30% </li></ul><ul><li>Age 50-64 :43% </li></ul><ul><li>4 stars </li></ul><ul><li>Male :50% </li></ul><ul><li>Female :50% </li></ul><ul><li>Age 30-39 : 27% </li></ul><ul><li>Age 40-49 :33% </li></ul><ul><li>Age 50-64 :41% </li></ul>
  6. 6. Job demographics <ul><li>5 stars </li></ul><ul><li>Entrepreneur :26% </li></ul><ul><li>Professional firm </li></ul><ul><li>Layers, Consultants, </li></ul><ul><li>Tax advisors...:25% </li></ul><ul><li>Artisan : 6% </li></ul><ul><li>Retailer :11% </li></ul><ul><li>Executives: 7% </li></ul><ul><li>Manager :8% </li></ul><ul><li>Housewifes: 12% </li></ul><ul><li>Others : 5% </li></ul><ul><li>4 stars </li></ul><ul><li>Entrepreneur :15% </li></ul><ul><li>Professional firm Layers, Consultants, Tax advisors...:25% </li></ul><ul><li>Artisan : 7% </li></ul><ul><li>Retailer :10% </li></ul><ul><li>Executives: 7% </li></ul><ul><li>Manager :14% </li></ul><ul><li>Housewifes: 11% </li></ul><ul><li>Others : 11% </li></ul>
  7. 7. Social profiles <ul><li>5 Stars </li></ul><ul><li>Edonistic </li></ul><ul><li>Action oriented </li></ul><ul><li>Business minded </li></ul><ul><li>Art music lovers </li></ul><ul><li>Intense life </li></ul><ul><li>Aestethic oriented </li></ul><ul><li>Self care –body mind </li></ul><ul><li>4 stars </li></ul><ul><li>Democratic </li></ul><ul><li>Social equity sensitive </li></ul><ul><li>Children minded </li></ul><ul><li>Health life </li></ul><ul><li>Balanced life </li></ul>
  8. 8. Luxury perception
  9. 9. Free time research at least once a week occurencies on sample
  10. 10. Well being factors research sample
  11. 11. Vacation needs
  12. 12. Luxury Brand awareness 5 stars target
  13. 13. Branded decisions Destination Marketing it’s today linked to Brand Awareness Experience Marketing is the result of conscious Brand knowledge Hospitality branding is one driver Segmentation allows for specific targeted offers based on consumers clusters
  14. 14. Brands Positioning Emotional Transactional Customer need Product & Services strategy
  15. 15. Hospitality Branding Starwood Hotels & Resorts Hospitality Brands must define unique selling propositions and adapt offers to specific destinations
  16. 16. Branding <ul><li>We have to leverage our Starwood Brands value </li></ul><ul><li>We have to keep the “brand image” of iconic Hotels </li></ul><ul><li>We have to develop “branded associates” </li></ul><ul><li>We have to create “branded experience offers “ </li></ul>
  17. 17. Positioning <ul><li>We have to manage different Products and Brands in the market place with similar customer base </li></ul><ul><li>Iconic products are stronger in customer minds </li></ul><ul><li>Pricing is one of key differentiators to cover at best clients demand </li></ul><ul><li>Experience Marketing is core for all properties </li></ul><ul><li>Value for money is our strategy to maximize yield </li></ul><ul><li>F&B offer is becoming a strategic asset to enhance revenues </li></ul>
  18. 18. Brands journey
  19. 19. Westin
  20. 20. The Westin Europa & Regina Venice Personal Instinctive Renewal
  21. 21. The Luxury Collection
  22. 22. The Luxury Collection Hotel Danieli Venice Exceptional Experience Indigenous

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