Monopolistic Competition
The hotel industry
Consumer Behavior
Behavior: What factors influence
consumer choice?
- Disposable income
- Class / Status
- Brand Image
- Luxury expectations- References
- Taste
Types: Who is the client?
- Business travelers – 40%
- Leisure/Personal - 60%
(Some Locals)
Perception: What needs do
consumers look to satisfy when
choosing a hotel?Excellent surroundings/ambience High class treatment Effective time management Value per dollar Social status Safety & Security A good night’s sleep Hygiene -
DESCRIPTION
LOCATION
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•First-rate guest experience.
Personalized service and very high quality.
Tourist
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Business travelers.
Space and technology.
Urban
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Something different.
Neighborhood:Opportunity to share.
Both
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Friendly service with comfort and value.
Relax and simply be themselves.
Both
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Frequent travelers.
Relaxed and recharged.
Urban
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Greatvacations, no matter the time.
Space, amenities, and fun.
Tourist
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Upscale business and leisure travellers.
Longer stays: The best of home and hotel.
Both
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Convenience atgreat value.
Longer stays: Freedom: “Home-like stay”.
Both
Patterns of differentiation & Competition
Less Competitors &
Price Competition
•
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Deluxe
• Geographic
Location
Luxury• Type of Traveler
Upscale
MOST INTENSE COMPETITION !!! & Stay
Extended Stay
Upscale
Mid, F&B
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Mid, No F&B
•
Economy
•
Budget
•
Extended Stay
Low-end
LESSDIFFERENTIATION
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MORE DIFFERENTIATION
•
More Competitors
& Price Competition
• Type of Offering
• Size & Services
• Architecture
Design
How IHG drives demand
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Brandsponsorship
Television
Print advertising campaigns
Public relations.
Priority Club Rewards Hotel loyalty program
IHG Partner Connect As a partner, you earn a percentage of
hotel bookings...
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