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W Hotel Paris
Transcript of W Hotel Paris
Gaspard Jaboulay-Clémentine Tonapan-
Léa Levy-Lambert-Jean Leydier-Céline René
could venture even further into this direction
of Opening a Hotel
a Clear & Coherent
C-A-P-T-U-R-E the Audience
A New Parisian Luxury Hotel Market
Starwood & W
W Hotel Paris
The W Hotel chain is part of the Starwood Hotels&Resorts Group.
The Starwood group includes 1.162 hotels (9/10/2013) in over 100 countries.
“Design, fashion, and music”
for your attention
"When the energy of New York meets Paris, the city of lights."
W New York
43 locations, 24 planned openings!
The first and iconic W Hotel opened in 1998 in NYC
Emerging psychographic types
The Young & trendy
Comfortable but inspiring furniture and design
Restaurant/bar/lounge open to public
A necessary flagship hotel for the W chain:
Be as good as any other W
Guests won’t come for the city of lights but for a place to enjoy artistic activities, shopping and nightlife
In one sentence :
a lifestyle hotel for young and trendies seeking for an exciting stay in Paris.
dream home, unconventional staff, party lifestyle, new destination, digital hotel, concept store
A powerful Exchange Rate
Entering the Market:
The Right Time: “Time to market”
W Hotel’s assets:
Marketing and budget force of Starwood and W Hotel group
Expertise and reputation
The strengths of a group and a unique experience
Very little number of rooms
Size of the rooms & meeting rooms
Lack of 5 star hotel service listed in the new 2010 ranking system
Lack of expertise in Europe and France
Transform current W store into a more open one, with latest designer goods
Use the relatively small amount of rooms as an advantage (scarcity)
Reinforce Social media presence
Emerge in the French market
Create differentiation by going further into the 'boutique hotel' or 'lifestyle hotel' concept: create a Wworld
Available iPads with Hotel-app: recommendations on what to do in Paris/ events at the Hotel
Promote the W Hotel to loyal customers who are not part of the typical target
W Paris Opéra
Today in the city
Entering the Parisian market:
At the Right Place:
Major Luxury Hotel Market
Ranking first and still growing
The Threats of Competition and maturity:
A Major Challenge
Threat of new entrants:
An attractive market
With main barriers to enter : the cost
Threat of substitutes:
A lack of recognition
Bargaining power of suppliers
Part of W Hotels
Bargaining power of customers:
Customers are Kings
But want the best
The Hardship of being in Paris...
A unique experience:
Architecture and style
Discover innovation and new senses
Events and Experiences
A trendy location
The W Paris Opéra has great assets (ie. special market segment), which are mostly inherent to the W Hotel chain
Lifestyle/Boutique aspect of the Hotel should be pushed forward
settling in the French market
keep the 5* status
making Paris trendy
5 Star Hotels in Paris