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1. Elton Kong 201301153
Mandy Lau 201303284
Michelle Li 201300035
Rita Mui 201304686
Anthony Tang 201308039
Kitty Tsoi 201303373
Vania Tsang 201310769
Crystal Yuen 201308022
Marketing
Lecturer: Mr. Robert Chan
2. History
1983197219651957193719281927
The Hot Shoppe
Eastâs first drive-in
restaurant
âIn-flightâ airline
catering Hoover
Airport
The 365-room
Twin Bridges
Marriott Motor
Hotel drive-in
registration
desk
First fast-food
restaurant
Sun Line cruise
ship and two
Great America
theme parks
First
national
âmoderateâ
segment for
business
travelers
3. 2011200920082004199919981997199519881987
Opens first Fairfield
Inn and Marriott
suites hotel, acquire
Residence Inn
Open its 500th hotel
in Warsaw, Poland,
the first western
managed hotel in
Eastern Europe
Acquire The
Ritz-Carlton
Acquire The Renaissance
Hotel Group
Launch TownePlace
Suites, Fairfield Inn &
Suites and Marriott
Executive Residences
brands
Launch
Springhill
Suites by
Marriott Acquire the
ExecuStay corporate
housing company
The first Bulgari
Hotels & Resorts
property opens in
Milan, Italy
Officially
announce the
EDITION brand
Launch the
Autograph
Collection
Launch AC
Hotels
31. Market Segmentation
Hotel Geographic Demographic Behavioral
The Ritz-Carlton -84 luxury hotels and resorts
in 26 countries worldwide.
-Businessmen
-tourists
The Ritz-Carlton Rewards
Rewards Offers
Rewards Credit Card
Bulgari Hotels &
Resorts
-5 luxury hotels and resorts
In 5 countries worldwide.
-Businessmen
-tourists /
JW Marriott
-64 hotels and resorts in worldwide
-Businessmen
-tourists
Marriott Rewards
Rewards Offers
Rewards Credit Card
AC Hotels -63 hotels and resorts in 3
countries worldwide.
-Businessmen
-tourists
Residence Inn -over 600 hotels and resorts in 3
countries worldwide.
-Businessmen
-tourists
Towneplace -over 200 hotels in two countries
worldwide.
-Businessmen
-tourists
Autograph
Collection Hotels
-6 hotels in worldwide. -Businessmen
-tourists
32. Marriott Hotels & Resorts -over 500 hotels in 47
countries worldwide.
-Businessmen
-tourists
Marriott Rewards
Rewards Offers
Rewards Credit Card
The Ritz-Carlton
Destination Club
-over 70 hotels in worldwide. -Businessmen
-tourists
Courtyard
-over 900 hotels in 37
Countries in worldwide.
-Businessmen
Fairfield Inn -570 hotels in the worldwide,. -Businessmen
Moxy
/
-Businessmen
/
Marriott Executive
Apartments
-over 25 hotels in 16
Countries worldwide.
-Businessmen
Marriott Rewards
Rewards Offers
Rewards Credit Card
SpringHill Suites by Marriott -over 210 hotels in the
worldwide.
-Businessmen
Marriott Vacation Club -over 50 hotels in the
worldwide.
-tourists
EDITION -8 hotels in worldwide. -tourists
Renaissance Hotels -80 hotels in 7 countries in
worldwide..
-tourists
Market Segmentation
33. Mind map of Target Marketing
Target market
Full
service
Limited
service
Leisure
+
Business
Younger
market
Leisure Business
Younger
market
Luxury or Finest
34. Target Marketing - Marriott
Target market
Full service
Leisure
+
Business
Luxury:
Ritz Carlton
Ritz Carlton destination on Club
JW Marriott
The Residences
Autograph collection
EDITION
Grand Residences
Renaissance
Finest:
Marriott Vacation
Marriott Hotels
Gaylord Hotels
Younger market
Limited service
Leisure
Finest:
Courtyard
Residence Inn
Towne Place
Business
Luxury:
Marriott
Executive
Apartment
Finest:
Fairfield Inn
Spring Hill
Younger market
Finest:
Moxy
Ac Hotel
37. Brands Distribution in different regions
Starwood Marriott Intercontine
ntal
America 647 3,339 3,555
Europe 164 223 628
Middle
East and
Africa
80 41
232
Asia 243 132
39. Brands in America between
Intercontinental and Marriott
Intercontinental Marriott
America
(luxury)
236 528
America
(mid-
scale)
3233 2602
40. The brands of hotels in America
(Intercontinental VS Marriott)
92.7%
7.3%
83.1%
16.9%
41. Comparison in Marketing Targeting -
Starwood
Target market
(Starwood)
Full service
Leisure
+
Business
Luxury:
St. Regis
The Luxury Collection
W hotels
Westin
Le Meridien
Sheraton
Younger market
Limited service
Leisure
Finest:
Four Points
Business
Finest:
Element
Younger market
Finest:
Aloft
42. Comparison in Market Targeting -
Intercontinental
Target market
(Intercontinental)
Full service
Leisure
+
Business
Luxury:
InterContinental
Finest:
Candlewood Suite
Younger market
Limited service
Leisure
Finest:
Holiday Inn
Express
Business
Finest:
Crowne Plaza
Holiday Inn Hotel
Stay Bridge Suite
Younger market
Finest:
Indigo hotel
43. Cooperation
Partners in Diversity
âą National Black MBA Association
âą National Association of Black Hotel Owners, Operators and
Developers
âą National Gay & Lesbian Chamber of Commerce
âą Gay & Lesbian Alliance Against Defamation
âą Asian American Hotel Owners Association
âą WEConnect International
48. Recommendation - Youth
ï Provide
ï Interaction between users
ï Game with more fun
ï Run a virtual hotel
ï Virtual economy
ï Incentive
ï Prevent
ï Too informative
ï Boring
49. Recommendation
ïŒDevelop the new markets
ï the developing countries with
potential market
ï mainly develop the market target
the business traveler
ï (high yield market->profitable)
50. The Direction of Marriottâs
Development
ï 150 franchised MOXY HOTELS
ï Three stared
ï Europe
ïŒ Develop the âexpressâ to target the mid-scale
traveler
ï§ Mid-scale business travelers
ï§ Short period
ï§ Provide the basic need :
ï§ Bed, food and high speed internet service
ï§ Locate in international crowd city
ï§ (e.g. Macau, HK and Singapore)
Melbourne
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Millennial Media,
ESPN, Comedy Central and the Travel Channel, Jimmy Kimmel Live
Wired and Fast Company
Cross sales room revenue: perated or franchised more than 3,000
properties across 19 brands in the United States
and 66 other countries and territories
Adv:
-agility in responding to changing market conditions and future needs,
-Improved decision-making to drive revenues and profitability,
-enhanced relationship-building opportunities across all touch points,
-Reduced complexity in Marriottâs computing environment,
-consistency of information across systems,
-enhanced security for data and transactions, and
-shared best practices and measurement tools across the enterprise
low costs per transaction, high contribution to occupancy, and high revenues generated per call.
24/7 availability and
reliability
To avoid delays and errors hotels and their technology providers opted to integrate the GDS information with their own reservations and property management solutions. This was called seamless integration. 2 way seamless refers to the systems that can manage GDS rates from the hotel CRS or PMS. One way integration simply means the hotel system can view the GDS sales but not manage the data.
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