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Wyndham Analysis

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by

Jennifer Hale

on 4 December 2012

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Transcript of Wyndham Analysis

Vision and Mission Modified Mission Statement:
Wyndham Worldwide is an award winning entity that has managed to meet the needs of various types of customers. We are a diverse travel related provider with leading brands in lodging franchising, vacation ownership, vacation rental, and vacation exchange. Competitive Analysis Wyndham Starwood Marriott Hyatt Less than 1% Market Share
483 Properties
132,727 Rooms Industry Analysis Value Chain Strengths Opportunities Strengths Threats Weaknesses Opportunities Weaknesses Threats Strategy 1 Strategy 2 Strategy 3 Wyndham Worldwide JAKS Consulting Background Current Vision: We will be the global leader in travel accommodations welcoming our guests to iconic brands and vacation destinations through our signature Count On Me! service. Current Mission:Wyndham Worldwide strives to become the widely-recognized service leader in the hospitality industry. We have a service-oriented culture in which each associate strives to be responsive, be respectful and deliver great experiences to our customers, guests, partners and communities as well as to each other. 2.5% Market Share
$61.06 RevPAR
7,205 Properties
613,126 Rooms Competitive Advantage:
6 Economy Level Hotels
Wyndham Rewards
Brand Recognition
Lodging in U.S. 3.2% Market Share
1,089 Properties
322,300 Rooms
$159.12 RevPAR 6.2% Market Share
3,718 Properties
643,196 Rooms
111.26 RevPAR Modified Vision Statement:
We will be the global leader in travel accommodations by expanding our current services to new horizons. We plan to do this by building upon the trust of our long term customers and providing new locations to assist our customers that are always on the go and are seeking a place to stay. Jennifer Hale, Anthony Randall, Korey Moore, Sergio Polanco Competitive Advantage:
63% of its revenue comes for the North American Sector
North American sector only counts for 47% off all locations.
Have locations in 73 counties. •2.5% Market Share in the United States
•Majority Economy and midscale hotels create high room occupancy rates.
•Wyndham Rewards contribute to multiple returning customers for mid-level hotels.
•81% of all hotels located throughout the United States. •Expand economy and midscale lodging into Latin/South America.
•Strategic Alliances can create marketing opportunities while boosting awareness for Wyndham.
•Vacation Ownerships are expected to grow over the next ten years.
Company controlled booking sites can cut reservation costs. Increase lodging facilities in the economy and midscale segments overseas, specifically South America and Europe.
Increase service in Brazil with Super 8 Hotels since there is a lack of infrastructure of hotels in mid-sized cities in Brazil to support the booming economy.
Increase international market share through increased availability of rooms internationally on third party booking sites.
Pursue new vacation ownerships in popular U.S. travel sites including Hawaii and Colorado. •12% of hotels located overseas with only 96 properties in Latin/South America.
•The industry is very similar as a whole; nothing makes Wyndham stand out tremendously.
•Debt to Equity ratio is 1.8 compared to the industry at 0.58.
•Vacation ownerships are considerably lower than the rest of the industry. •Expand economy and midscale lodging into Latin/South America.
•Strategic Alliances can create marketing opportunities while boosting awareness for Wyndham.
•Vacation Ownerships are expected to grow over the next ten years.
Company controlled booking sites can cut reservation costs. •12% of hotels located overseas with only 96 properties in Latin/South America.
•The industry is very similar as a whole; nothing makes Wyndham stand out tremendously.
•Debt to Equity ratio is 1.8 compared to the industry at 0.58.
•Vacation ownerships are considerably lower than the rest of the industry. •2.5% Market Share in the United States
•Majority Economy and midscale hotels create high room occupancy rates.
•Wyndham Rewards contribute to multiple returning customers for mid-level hotels.
•81% of all hotels located throughout the United States. •Competition in the industry is high, creating importance on brand recognition.
•Rising fuel prices cut down on the average time a person will travel.
•Government Regulations internationally may cause hotels to be built differently than the company has been in the past. •Competition in the industry is high, creating importance on brand recognition.
•Rising fuel prices cut down on the average time a person will travel.
•Government Regulations internationally may cause hotels to be built differently than the company has been in the past. • Generate greater brand awareness for Upscale and Luxury hotels will distinguish Wyndham from competitors.
• Differentiate economy line hotels from competitors through Wyndham rewards, generating greater customer returns. • Buying Vacation Ownerships in Europe and India will erase the need to build new properties overseas.
• Divest from one brand of economy line hotels and use the money to pay off debts as well as prepare for another dip in the economy. • Collaborate with Delta to create hotels directly next to airport. Give discounted prices when guest books hotel room and airline ticket at the same time.
• Create easy-to-use booking website that offers discounted rates to returning customers.
• Invest in timeshares to generate greater income that can be used to finance the company.
• Locate new properties around busy foot-traffic areas to boost the “going green” efforts and target more customers. Competitive Advantage:
Manages 111 of 113 International Properties
Major market in Asia Pacific Support Activities
and Costs Primary Activities
and Costs General Administration Employee Training Property Management Profit
Margin Price Brand Portfolio Location Customer Service Assumption is that revenue will increase by $136,150,000 Assumption $130,000,000 will be made from sale Major Factors that drive the hotel industry
-Tourism
-Competition between destinations
Key success factors that every major competitor must have to survive in the hotel industry
-Customer Service
-Advertising
-Product differentiation
Dominant technology in hotel industry
-Computer Reservation System
Technology that that will improve the hotel industry
-Kiosks Wyndham Worldwide became an independent hospitality company in 2006.
In 2007 they unveiled their first hotel in China and created Blue Harmony Spa and Fitness.
2008-"green" resort directory and uniforms.
In 2010 they created the first Iphone app for hotels.
2011- gained rights to franchise the topline "Dream" and "Night" hotels worldwide Competitive Advantages: Only operates in the luxury and upscale hotel segment.
Own and operate 1,041 properties in over 100 countries.
International brand recognition. Weaknesses Weak Brand Portfolio
Low number of Properties in Latin America
Price Industry Analysis Hotels and Resorts industry is on the road to recovery.

IBIS World forecast that revenue will increase at an annual rate of 2.6% per year to $144.3 billion over the next five years.
Forecast that investment in new hotels and motels will gradually accelerate at a rate of 1.4% per year due to a sustained rise in tourist accommodation demand. Key Forces state of the economy
changes in relative prices of domestic and international travel,
consumer’s available time to travel,
cultural and family links,
age
price of gas
airline tickets
auto related cost. Economic Forecast Over the ten years to 2017, the industry’s contribution to GDP will grow at an annual rate of 1.7% per year.

Existing markets will continue to compete by segmenting and specializing in certain markets.

Emerging Markets will compete for funding and locations overseas in international travel markets.

The demand for domestic and international travel is increasing rapidly as the economy is continuing to grow and customers spending is expected to increase by 2.2%. Best Case Scenario:
Economy will continue to improve promoting travel.
International travel will increase 5.6% per year.
Domestic travel will increase 3.3% yearly.
Hotels that were taken by lenders when the recession hit will be recovered.

Worst Case Scenario:
Economy falls again.
Room Occupancy rates drop below 50%.
Full transcript