洲際酒店集團市場營銷報告

洲際酒店集團市場營銷報告本文由pjiang奉獻JeffSeniorVicePresident,InterContinentalBrandWeareinthemidstoftheInterContinentaljourney???InterContinentalisastrongheritagebrandLimitedassetdistributionintheUnitedStatesGrowthhastraditionallybeenviatheuseofourowncashversusmanagementandfranchiseResult:goodhotels;limiteddistribution?IntegrationintoInterContinentalHotelsGroupenterprisesupportonlyrecentlybegantotakeplaceInterContinental-Analyst-07Dec04-JS-qal-1-GrowthStrategyforInterContinentalKeyDriverofGrowthUnitsFocusComments√√HistoricfocusongrowthhadrequiredhighIHGcapital;nowchangingfocustouseofthirdpartyfundsContinuetoimproverevenuedeliveryviaIHGenterprisevaluesupport,sharpenedfocusonnewcustomers&consistentservicedeliverySeektogrowdistributionaheadofanyroyaltyraterisesRevPARRoyaltyRateInterContinental-Analyst-07Dec04-JS-qal-2-UnitGrowthInterContinental-Analyst-07Dec04-JS-qal-3-SignificantopportunitiesexistinInterContinentaldistributionintheUS140locations--65countriesInterContinental-Analyst-07Dec04-JS-qal-4-SmithTravelcategorizesInterContinentalintheLuxurysegmentUSIndustryLuxurysegmentPREFERREDRITZ-CARLTONFAIRMONTHOTELLOEWSFOURSEASONSINTERCONTINENTAL+25%10yrtrendGrowthvs.PriorYearWHOTEL-25%SupplyDemandRevenuesSource:STRInterContinental-Analyst-07Dec04-JS-qal-5-Morespecifically,wehavepositionedourselvestocompetebetweentheluxuryandupperupscalesegmentsFourSeasonsRitz-CarltonLuxuryPremiumInterContinentalFairmontHyattWestinMarriottHiltonRenaissanceCrownePlazaSheratonDoubletreeRadissonUpper-UpscaleUpscaleInterContinental-Analyst-07Dec04-JS-qal-6-OurkeycompetitorsPrimary:?Hyatt?Marriott?Westin?Hilton?FairmontSecondary:?RitzCarlton?FourSeasonsSource:STR;noteUSonlyInterContinentalkeycompetitorsmarketshare,USroomsRenaissance4.0%Marriott21.3%Westin5.6%St.Regis0.2%Ritz-Carlton1.9%FourSeasons1.2%Hyatt9.6%Hilton14.2%OtherLuxury/UpperUpscale41.1%InterContinental0.9%InterContinental-Analyst-07Dec04-JS-qal-7-InterContinentalhasgrownfasterthantheupper-upscalesegmentbutlagsluxuryInterContinentalUSvsLuxury&UpperUpscaleSegmentGrowthinAvailableRoomNights(Index=100,CAGRwithlabel)AvailableRoomsNightsperannum(millions)140Luxury7.0%130120IC4.7%110UpperUpscale2.4%100908020002001200220032004InterContinental-Analyst-07Dec04-JS-qal-8-InterContinentalhascleargrowthopportunityversuscompetitors%oftractsinwhichbrandispresent15%10%9%5%3%2%3%ltonssanceHyateasoWesRitz-CarSource:STRRenaiFourSFairmontICttinnsInterContinental-Analyst-07Dec04-JS-qal-9-WhyanownerinvestsinInterContinental????BrandavailabilityAssetappreciationPremiumpositioninghighADRIHGenterprisesupportDecisionisbothrationalDecisionisbothrationalandemotionalandemotionalInterContinental-Analyst-07Dec04-JS-qal-10-Whoisthetypicalpremiumtierhotelowner?Portfolioowners:e.g.,Tarsadia,Tishman,Marcus,Meristar,&ThayerGroup?Institutions:e.g.,HostMarriott,StrategicCapital,OxfordCapital,HPT,CNL,WaltonCapital,JPMorgan,andFelcor?Owners/developers:e.g.,Shamoian,Evers/ChateauElan,Saunders/Lenox,Walsh/OceanPropertiesInterContinental-Analyst-07Dec04-JS-qal-11-ProfileofatypicalInterContinental???????????Rooms:ADR:Occupancy:RevPAR:RoomsRevenue:NonRoomsRevenue:TotalRevenue:Buildcost/key:Locationtype:Meetingspace:%Franchised:350-450$12360%$74$18-23m40-60%ofroomrevenue$27-35m$250-300kPrimary25,000sqft8%InterContinental-Analyst-07Dec04-JS-qal-12-InterContinentalhasaportfolioofassetsbuiltupthroughdifferentroutesStrategicapproachIHGinvestmentNonIHGinvestmentConversionHeritageassetExampleInterContinentalBuckheadClevelandConferenceCenterInterContinentalTorontoWillardInterContinental,WashingtonDCInterContinental-Analyst-07Dec04-JS-qal-13-InterContinentalgrowthstrategies:RevPARInterContinental-Analyst-07Dec04-JS-qal-14-AlookattheInterContinentalGuest...“Thebestkindofhotelserviceisdiscreetandrespectful.”“Ifyou’resuccessful,youdon’tneedtoshoutaboutit.”InterContinental-Analyst-07Dec04-JS-qal-15-AlookattheInterContinentalGuest...???????71%Male;29%FemaleMedianageof48Employedbynationalandmultinationalcompanies68%staywithInterContinentalforbusinessRegularusersofpremiumhotels42%travelatleastonceamonthAveragehouseholdincome:$120,000(represents3%ofUShouseholds)InterContinental-Analyst-07Dec04-JS-qal-16-BrandpositioningForsuccessfulpeoplewhoarequietlyreshapingtheworld.InterContinentalisthestylish,eleganthotelbrandoftodaythatmakesguestsfeelspecialbyprovidingservicesthatuniquelyunderstandandcarefortheneedsofinternationaltravelersInterContinental-Analyst-07Dec04-JS-qal-17-UnaidedInterContinentalbrandawarenessiscomparabletoFourSeasonsandWestin10010099999996939289AidedbrandawarenessUnaidedbrandawareness(stattestedat95%)7673Average=74%59504038282461603632911144113412210WestinHiltonHyattsarltonWeratonFairmonSeasonrientalarrioazaienriLeridontinangMCRitzterCCroFoAidedawarenessisaverageforthecategory,butwellbelowAidedawarenessisaverageforthecategory,butwellbelowkeycompetitivebrands.keycompetitivebrands.MandInarinLeShurPeniShnewMOnsuPlenlartttaltaInterContinental-Analyst-07Dec04-JS-qal-18-U.S.guestshaveahighopinionofInterContinentalwithonlyFourSeasonsheldinhigherregardAverage=23%'Excellent'rating20%25%12%27%23%28%40%16%19%32%32%28%30%42%37%40%45%33%ExcellentVeryGood30%30%3%1%36%GoodFairPoor4%2%11%2%21%4%1%28%5%1%20%4%1%28%13%3%3%10%1%20%5%1%MarriottInterContinental-Analyst-07Dec04-JS-qalHiltonSheratonHyattWestinInterFourCrowneLeConti-SeasonsPlazaMeridiennental-19-WhatthisbrandisallaboutInternationalunderstanding.Forinternationallymindedtravelersseekinganaspirational,premium,hotelexperience?Internationalhotelthatoriginallydefinedinternationalbusinesstravel?Prestigious,premium&distinctiveproductswelllocated?Stylishlyelegant?Caring,strivingtomakeourguest’sstaywelcoming,pleasant,andstressfreeInterContinentalisallaboutitsInterContinentalisallaboutitsinternationalcachetinternationalcachetInterContinental-Analyst-07Dec04-JS-qal-20-Themostimportantwayswemakethatrealare…?ProgramslikeInAnInstant?,GlobalConnections?andAroundtheClock?keepguestshappy?Locationsinmajorcitycenterswhereourguestsdobusinessandtheworld’smostdesirableresortdestinations?Employeetraining,propertystandardsandamenitiesdesignedtoensuretheexpectedlevelofguestserviceInterContinental-Analyst-07Dec04-JS-qal-21-BrandServicesINSIDERCONCIERGEINSTANTSERVICESGLOBALCONNECTORS24HOURSERVICESLITTLETHINGSSTANDARDSInterContinental-Analyst-07Dec04-JS-qal-22-PriorityClubRewardscontributionandsystemdeliveryrisingstrongly,enhancingoffertoownersInterContinentalbrandPriorityClubRewardscontribution,2003-200420%24%15%InterContinentalbrandreservationchannelscontribution,2003-200431%2003200420032004InterContinental-Analyst-07Dec04-JS-qal-23-TheInterContinentaljourney200520032005?Managed&Franchigr