W Hotel Marketing Analysis

Introduction

W Hotel Hong Kong is our selected organization for accomplishing the marketing analysis. W Hotels is a worldwide brand that is famous of its innovative and design-led lifestyle. It is a new-style hotel that can rarely find in Hong Kong. It is new and fresh to the Hong Kong hospitality industry. In the report, we will analysis its application of marketing principles to see how it can be so successful.

W Hotel is one of the brands of the Starwood Hotels & resorts Worldwide, Inc. It is a trendy fashion boutique hotel with its own creative design brand which opened worldwide. Each hotel offers a unique mix of innovative design and passions around fashion, music and entertainment. For W Hotel Hong Kong, it was established at 2008 and located at Kowloon Station. It is the centre of Hong Kong that W Hotel Hong Kong has the geographical advantages that customers can easily get to it.

The objective of W Hotels is that to provide considerately services and exclusive accommodations to the customers. W Hotels Hong Kong offers the experience that is integrated into the brand's sensibility through contemporary restaurant concepts, glamorous nightlife experiences, stylish retail concepts and signature spas. Also, it aims to be chic and hip to surprise and satisfy their target market. They also provide specially designed rooms, and both adequate leisure and business facilities.

Environmental Analysis

1. Macro Factors

• Competitors

Other hip and boutique hotels in Hong Kong are the direct competitors of W Hotel Hong Kong, especially the hotels of famous international groups. The other types of hotels are less competitive as W Hotel Hong Kong aim at providing hip and chic image. The boutique hotels offer similar products and services. They also share the market of W Hotel Hong Kong.

• Demographic environment

Hong Kong is an international city that is densely populated. It attracts lots of business people and tourists around the world....