Starwood Hotel Analysis

Team Project

eMarketing

Starwood Hotels

Table of Contents

Executive Summary 2

Situation Analysis 3

Primary Research 6

Segmentation, Targeting and Positioning 9

Product, Price and Place 12

Integrated eMarketing Communications Plan 15

Appendix 22-24

Executive Summary

Starwood Hotels is one of the world’s largest competitors in the hotel and leisure industry. Some of their largest hotel brands include St Regis, Westin, Sheraton, and Le Méridien. Emphasizing global operations, Starwood operates in approximately 100 countries with 292,000 rooms and close to 145,000 employees. Although Starwood is a major player in the hotel industry, competition based on combinations of quality of room, entertainment and business facilities, locations, price, and customer loyalty programs is still strong. Three companies that directly compete with Starwood are Hyatt Hotels, Marriott International, Inc., and Hilton Worldwide.

After discovering and considering strengths, weaknesses, opportunities, and threats, research in the form of a survey revealed new insights into the travel habits of business travelers and leisure travelers alike. Further analysis of survey results led to a focus on business travelers as the primary customer to attract to Starwood Hotels’ properties. Focus on business travelers meant a new opportunity for positioning and further developments in products, pricing, and place.

The new position intends to create a relaxing stay for busy business travelers while keeping customer service and value as a top priority for all guests. Products such as applications that allow guests to preview their exact room and room view and expedited check in and room access through mobile devices enables guests to avoid the hassle of check in lines and waits and increase leisure time. While products can be improved, price must remain competitive and locations must be convenient and...