Interdisciplinary Journal of Contemporary Research in Business, 4(6): 360-390, Retrieved on May 6, 2013, from http://ehis.ebscohost.com/eds/detail?vid=6&sid=ed8dfb0d-69e2-46ce-9708-ced08175d8f4%40sessionmgr111&hid=105&bdata=JnNpdGU9ZWRzLWxpdmU%3d#db=bth&AN=85817873, Granados, N. F., Kauffman, R. J., Lai, H. & Lin, H. (2011). Most customers do not separate the kind of product they purchase by the person selling the product which shows the importance of the personnel serving within the organization in relation to the product that they sell (Nakhchian, Zeraatgar, Ome & Gorji, 2012). Further, the place might also refer to the ways in which products are displayed to particular customer groups. Your … In order to compete successfully in the industry, the hotel should create a sustainable competitive advantage for its offering and be able to successfully position itself in relation to its competitors. Retrieved on May 6, 2013 from http://ehis.ebscohost.com/eds/detail?vid=16&sid=ed8dfb0d-69e2-46ce-9708-ced08175d8f4%40sessionmgr111&hid=105&bdata=JnNpdGU9ZWRzLWxpdmU%3d#db=edb&AN=1808027. Global Distribution. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Now customize the name of a clipboard to store your clips. W Hotels and resorts comprise a group of luxury hotels that are under the ownership of Starwood hotels and resorts worldwide. Jaromír Kadlec, Dr. Olomouc 2014 . W Hong Kong amplifies the city's vibrancy, conveniently connected to ELEMENTS shopping mall and five minutes away from the Kowloon Station with access to Airport Express. W Hotels is the first hotel brand to capitalize on the opportunity by activating a geofilter campaign through December 31, says Alyssa Kiefer, global social marketing strategist, W Hotels. Ce site web utilise des cookies pour que nous puissions vous offrir la meilleure expérience utilisateur possible. W Hotels needed a simple way to bring all of their music initiatives together under one mission-driven brand. W Hong Kong amplifies the city's vibrancy, conveniently connected to ELEMENTS shopping mall and five minutes away from the Kowloon Station with access to Airport Express. The company has utilized this marketing mix excellently. Boldly coloring outside the lines of luxury, W turns the traditional notion of the extravagant hotel on its head. In Europe and Istanbul, the first … Hotel Sales and Marketing Plan. Découvrez le W PARIS - OPÉRA, un hôtel de Paris situé dans le 9ème arrondissement. Therefore their testimonies are credible as their views do not originate from the company. This has given it a competitive edge company over its competitors. Just like other companies, the hotel industry should heavily rely on information technology. According to Rafiq and Ahmed (1995), the product is one more important aspect of the marketing mix for two basic reasons. Hotels, just like other industries, do it pretty well. First is the case of manufacturers; products sold in the market express the company’s ability to produce and its ability to link with the consumers. These hotels are usually marketed targeting the young generation and their upscale properties. Guests can book tickets regarding the local events and order a car to pick them. (2012). The product includes a description of all its features and a combination of its goods. Older technologies are being phased out and thus for W hotel, it requires well-integrated systems in order to support its attempt to adopt a database form of marketing in order to compete effectively over the coming years (Bakhat & Sajjad-UL-Aziz, 2012). W hotel’s application of the above-recommended technologies will therefore increasingly set the standards for its operations and guest services as their expectations have continually accelerated. Apply to Marketing Representative, Marketing Coordinator, Director of Sales and Marketing and more! In order to have a competitive edge in the future, this paper recommends the following technological strategies to the W hotel; Database technology: This should be designed in a way that it permits the hotel to maintain a single customer database. Constantly increasing competition, not just from new hotels, but also from online travel agencies (OTAs) provides challenges to hotel digital marketers who are striving for more direct bookings in 2021. The strategic location of the property is key to its success in these areas due to the proximity of the Exhibiti… Further, the hotel should manage the supply capacity in relation to the demands made by its customers. Marketing Intelligence & Planning, 13 (9): 4. In addition to success stories, its views and comments are widely from outside customers. Anitsal, I., Girard, T. & Anitsal, M.  (2012). The process involved in offering the service to the customers as well as the behavior of those involved is critical in ensuring product success for example issues such as waiting times. W Hotels. Even when people begin to travel, it may be years before people seek out and really desire the social experience hotels are known for. 9. It serves the business community, and visiting business traveller, in the city of Notown USA. Marketing Mix of Shangri-La Hotels analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Shangri-La Hotels marketing strategy. This strategy entails specifically setting a price for a specific product. See our User Agreement and Privacy Policy. A good communication strategy must embrace dialogue between a company and the customers. Ivy, J. 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