accor boutique hotel project
TRANSCRIPT
A boutique hotel by..
Alice ASSENZA, Mohit BAGADIA, Léna PADIS, Maxim WESTEROUEN VAN MEETEREN, Xiaofang YAN, Dasheng YANG
WHY?
HOW?
‘We believe that a hotel should add to your experience by linking You & the City’
‘We asked over 100 people whether they liked a stronger connection to the city they travel to and 85% said…YES’
By creating a platform for upcoming local artists, we stay at the frontier of the latest trends and allowing our customers to
experience the city in the hotel
Methodology 2
The Prisma Hotels – concept and value proposition
3 The Cities
4 The Entry Strategy
5 The Branding Strategy and the Value Chain
6 The International marketing mix
1
AGENDA
1 CUSTOMER SURVEYA survey of 24 questions with a sample of 104 respondents was conducted, in order to collect insights about the target customers’ preferences for hotels and their trips’ experiences, such as price sensitivity, frequency and reason for travelling
2 MARKET RESEARCHSecondary data was gathered using cities’ reports from corporate real estate service agencies, materials provided from Accor and other researches
THE METHODOLOGY
2
THE CONCEPT
1
“Bring the city to the customers and support local designer’s talent”
PRISMA HOTELS
“Wake up to a different hotel everyday”
THE BAR
THE LOBBY
THE GALLERY
THE PERSONNEL’S
OUTFIT
OUR DESIGNThe interior design of the hotels will be based on modular pieces and the changing elements in two main areas of the hotel
1 THE COMMON AREAFive different components of the hotel’s common areas will have these changing elements
THE RESTAURANT
2 THE PRIVATE BEDROOMSFive different components of the private bedrooms’ interiors are replaceable
OUR DESIGNThe interior design of the hotels will be based on modular pieces and the changing elements in two main areas of the hotel
THE LIGHTS
THE PAINTINGS
THE LINEN
THE SMALL
ACCESSORIES
THE FURNITURE
The App & The
Website
Exhibitions
Prisma Membership
Lounge bar
Restaurant
Take-home option
OUR OFFERTo give our customers an unforgettable experience…
Age: 26 Gender: Female Profession: Designer Interests: travelling and arts
Age: 30 Gender: Male Profession: Consultant Interests: music and photography
TARGET CUSTOMERSGuests should have the curiosity to experience something continuously new
and different, that will allow them to enjoy an unforgettable stay
‘Visiting new places and learning more about them and their
enrooted culture inspires me’
‘Despite mostly travelling for work, during my stays I like to enjoy my
free time by living the city and what it has to offer’
9.54 9.34
7.26
5.6 5.35 4.49 4.44 4.3 4.28 4.18
0 1 2 3 4 5 6 7 8 9
10
THE CITIESThe quantitative analysis to rank the 10 given cities is based on four criteria:
Attraction to target customers§ Museums § Art museums § Art Schools § Concerts Hall § Top 8 cities of concerts § Top 10 cities of creative people § 6 European cities that offer the best
cultural experiences
Supply§ Hotels § Hotels’ rooms § Boutique hotels
Demand§ Overnights § Arrivals
Hotel Performance§ ADR § Occupancy rate § RevPar
THE RANKING
PRIORITY:
RADAR:
AVOID:
London, Paris Berlin
Venice, Milan, Frankfurt
Moscow, Brussels, Lisbon, Geneva
LONDON: SHOREDITCH PARIS: LE MARAIS BERLIN: KEURZBERG
‘37% of the respondents would like the hotel to be close to the
city centre’
LOCATION WITHIN THE CITIES
THE CITIES
‘16% of the respondents would like the hotel to be close to public
transportation’
16%
37%
5%
9%
8%
7%
18%
Close to public transportation
Proximity to the city centre
Proximity to the airport/main train station
Proximity to main tourist attractions
Close to the best night-life area Source: Survey
IMPORTANT HOTEL’S FEATURES
THE ENTRY STRATEGYWHOLLY-OWNED-SUBSIDIARY (WOS) STRATEGY
High control power and strategic alignment
Better implementation, by using Accor’s expertise
Appropriate for all three cities
Renting an existing building but fully managing the business within
City Purchase RentalLondon 9,926.39p/m2 29.4p/m2
Paris 9,363.64e/m2 29.3e/m2
Berlin 3,528.85e/m2 13.36/m2 Source: http://www.numbeo.com/cost-of-living/city_result.jsp?country=Germany&city=Berlin
‘When entering PRISMA HOTELS, guests will be able to leave behind their single mind-set and come experience a multitude of art and culture’
THE BRANDSTANDS FOR CHANGE AND DIVERGENCE..
A prism is a transparent optical element that converts a singular ray of transparent light into a colourful spectrum
The place where a single ray of white light (the customer) enters, to experience a variety of colours…
…which are represented by the elements brought about by different upcoming local artists
THE BRANDSTANDS FOR CHANGE AND DIVERGENCE..PRISMA will be a small chain with an isolated brand, that will fill the void in the midscale/regional segment of the Accor portfolio
THE PRODUCT STRATEGY
§ The staff would be multilingual and receive common training
§ They will NOT wear standard uniform, but outfits designed by the upcoming local designers
GLOCAL ORIENTATION - SOME EXAMPLES…
§ The website will allow simple all bookings for any location through the same webpage
§ It will provide specific information about each hotel, such as in-loco exhibitions, events etc.
Prisma Hotels
Affichages des disponibilités pour Prisma Hotels
THE PRICING STRATEGY
THE WHITE ROOM - Basic
THE COLOUR ROOM - Deluxe
THE FULL SPECTRUM ROOM - Suite
Pricing strategy is based upon three key factors: respondents’ willingness to pay, their price sensitivity and competition analysis
London Paris Berlin£140 €125 €110
London Paris Berlin£170 €150 €125
London Paris Berlin£210 €200 €150
THE DISTRIBUTION STRATEGYPRISMA HOTELS’ PREFERRED CHANNELS
§ Prisma Hotels Official Website § Prisma Hotels App (iOS & android) § Merchant websites § ‘Referral Network’:
Ø Accor’s renowned brand name Ø Art schools and galleries Ø Artists’ personal connections
§ Co-operation with travel agencies and tour operators
65%
20%
11%
4% Brand Website
Merchant Website
Opaque Website
Retail Websitehotel
ONLINE SOURCE OF HOTEL BOOKING
Source: http://www.statisticbrain.com/internet-travel-hotel-booking-statistics/
THE PROMOTION STRATEGYThree are the most effective promotion channels in the three chosen cities:
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
GERMANY FRANCE UK
Source: statista.com
ADVERTISING RECALL BY CHANNEL 1. TV – strongest channel to reach
customers (UK: 41%, DE: 33%, FR: 26%)
2. Online – e.g. Google Adwords, Wordstream (UK: 20%, DE: 19%, FR: 22%)
3. Magazine/Newspapers (UK: 8%, DE: 14%, FR: 13%)
THE PROMOTION STRATEGYPUSH AND PULL STRATEGIES
1PUSH§ Participating at trade fares § Using bus banners (more common in London)
A PROMOTION STRATEGY THAT LINKS THE 3 CITIES:Stay at all three properties within a year, receive your Prisma price and enjoy
a free night at one of the Prisma hotels
2 PULL§ World of mouth referrals through memberships,
strong presence in social networks and gadgets § Use Accor’s existing customers’ list and artists’
network § TripAdvisor ranking key for success