Interview: How Starwood Hotels Sells Luxury to a Diverse Consumer Base

Discussion in 'Starwood | Preferred Guest' started by uggboy, Apr 17, 2014.  |  Print Topic

  1. uggboy
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  2. Newscience

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    Of course, it doesn't appear that these luxury hotel properties are being successfully marketed to newly-minted Asian millionaires, oil sheiks, oligarchs and their families...

    "It started in the States, but we’ve now done a European edition, a Singapore edition and a Chinese one...Istanbul is about to open for St. Regis. Beijing and Bogota are about to open for W. We just opened Luxury Collection properties in United Arab Emirates and Odessa, and we’ll be open in Beirut before the end of the year. So it’s definitely paying off in terms of performance and growth opportunities"
     
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  3. Newscience

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  4. uggboy
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    That's how Starwood communicates their so-called "Luxury life", sure it's for ultra wealthy, but it's enjoyable to have a look how the other half lives. Surely many people who collect Starwood points are collecting them to redeem in such "highlight" properties and this incl. Luxury Collection, some W's around the world or St. Regis. I only which these properties would be differently marketed, at the moment it's more about "envy" straight into our faces instead of "pure inspiration".
     
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  5. uggboy
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    I'm sure Starwood wants the wealthy Chinese or Asian customer as a whole, they invest strongly in China and overall in Asia. As always they show off their "trophy" properties, the aspirational properties, I believe they would to themselves very difficult to get the "right" customer / guest when they would show off some US Sheratons, or Four Points.
     
    Last edited: Apr 18, 2014
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  6. Newscience

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    Of course, but some other "big spenders" also appear to be targeted. The Ukrainian Black Sea port city of Odessa is a famous getaway for the Russian and Ukrainian oligarchs, and was also infamously depicted as the major port for human trafficking in a recent HBO program.

    And it will be interesting to see if the new luxury Mideast properties will fare well, as there is already plenty of high-end competition in this part of the world.
     
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