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$100 million invested in W to expand profile
W Hotels & Resorts, operated under Starwood
Source: (Euromonitor Int’l Passport, Dr. Wouter Geerts, Feb 16)
Starwood Hotels & Resorts are one of the leading
hotel and leisure companies in the world.
Expanded itself to having over 1,300 properties in 100 countries
under its 11 different subsidiary hotels, resorts, and residences.
Online & Mobile Marketing, Social Media, Public Relations, Personal Selling
The primary competitor would be Kimpton Hotel & Restaurant Group, whose boutique hotels include, Palomar Hotels, and Monaco Hotels.
Within the next 12-18 months Kimpton is looking to acquire many more properties that can be repositioned as Kimpton Hotels. After raising $203 million in early 2013, they aim to acquire more than $500 million worth of hotels in the next few years (Ibis). After recently being acquired by InterContinental Hotels group, their plans are to accelerate the Kimpton Brand domestically and into lucrative global markets (Ibis)
Jessica
The Boutique Hotels industry has a low-level of concentration. The top four players account for about 33.0% of the available market share in 2015.(Ibis).
Of this market share, Kimpton Hotel & Restaurant Group has 14.1%, while Starwood Hotels & Resorts Worldwide hold 18.9%, and the remaining 67% are predominantly independently owned (Ibis).
Competition in the Boutique Hotels industry is high and increasing, as although having higher room rates, travelers accept this for the experience.
"W Hotels." About W Hotels. N.p., n.d. Web. 25 June 2016. Overview of W Hotels brand..
"Investor Relations Annual Reports." “Environmental Initiatives.” Starwood Hotels & Resorts. N.p., n.d. Web. 28 June 2016.
Alverez, Andrew. "Boutique Hotels in the US." IBIS World. N.p., n.d. Web. Starwood Hotels & Resorts Market Share Info and US Hotel Industry Profile
"Starwood Hotels & Resorts Worldwide Inc." Business Insights Global. N.p., n.d. Web. 26 June 2016. Starwood and W financial reports, market reports, etc...
"The Major Chains - Boutique Hotels in the US July 2011." Mintel Academic. N.p., n.d. Web. 25 June 2016. Information on 2011's best ranked boutique hotels in America.
"W Hotel." Passport. Euromonitor, n.d. Web. 25 June 2016. Company Analysis and brand portfolio. Includes many sets of statistics.
“‘Whatever/Whenever’ Really!” Hospitality Net. N.p., n.d. Web. 03 July 2016. W Hotels new customer service tagline.
Alvarez, Andrew. (2015) Boutique Hotels in the U.S. IBIS world industry report 5464. Retrieved from IBISWorld database.
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