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CASE STUDY

WESTIN HOTELS IN ASIA & GLOBAL

DISTRIBUTION

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WESTIN IN ASIA

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THE WESTIN STAMFORD & PLAZA HOTEL (SINGAPORE)

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THE WESTIN BANYAN TREE (BANKOK)

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THE WESTIN PHILIPPINE PLAZA

(MANILA)

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Starwood IS THE PARENT COMPANY OF WESTIN

IN 1997 STARWOOD ACQUIRED ITT CORPORRATION WHICH OWNED THE SERATON HOTEL & RESORT, ST.REGIS LUXURY COLLECTION, FOUR POINTS HOTELS, AND CAESARS WORLD BRANDS OF HOTEL AND CASINO.

ITS MAKE THE STARWOOD THE LARGEST HOTEL & GAMING COMPANY IN THE WORLD.

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650 Hotels in 73 countries

1,50,000 Employee’s Worldwide

David Shacklenton (Vice President of

Starwood)

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Traditional Marketing & Distribution Strategies

Multi National Companies Officer’s are key decision maker.

Focused on local market.

FAX & Phone is the preferred method of making reservations.

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Traditional Marketing & Distribution Strategies

contd. Advertising and Promotion is highly

decentralized at individual properties.

There were no cost effective and concerted effort by all Westin hotels in reaching out to the travelers.

Sale’s team dependent on only local market.

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Travel Management Trends

Using Global distribution system (airfare, hotel rates, etc)

Corporate clients are turning to Travel management companies for a total travel solution.

Reservation through Fax & Phone call decreased because of GDS.

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STARWOOD’S Global Marketing & Distribution Strategies

GLOBAL SELLING & CROSS SELLING Starwood had formed 30 Global

Sale’s office around the world to manage customer relationship with key global account.

GSO provides one-stop solutions to corporate travel planner, wholesalers, meeting planers & mega travel organizations.

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STARWOOD’S Global Marketing & Distribution Strategies contd.

Formed some selling team who gets incentive for selling services of the hotel under Starwood’s umbrella.

Forming of CRO (Central Reservation Office) to provide one stop customer service all around the world.

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Technology and Automation Online Reservation. Online payment. Virtual Hotel Tour through their web

site. Introducing GDS (Global Distribution

System) by that customer can check Hotel availability, price, alternative dates, contract negotiation, & conference room etc.

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Online Reservation

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Aligning individual hotels to STARWOOD

Need to restructure the sale’s and marketing team.

Monthly report on local/cross sale’s should communicate with GSO.

Should do Advertising and Promoting together rather then individual.

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THANK YOU!