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ALOFT HOTEL -Presented by Team 4

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JIN HONG

on 14 October 2013

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Transcript of ALOFT HOTEL -Presented by Team 4

ALOFT HOTEL
Philosophy
The Aloft is a high tech, forward-thinking, “content-friendly” hotel whose Urban inspired, open design provides a destination sensation that redefines the hotel stay.



Facility
Major customers
Generation – X
Aloft is geared toward all ages but feel that those falling into what is known as Generation-X make up the majority of the target demographic. And there is expected to be a rising demand for these types of hotels as those within the so called Generation-X cohort are rapidly replacing the "baby-boomer" cohort within the workforce and travel population.

Generation - Y
The 20-30 year old audience is the fastest growing guest demographic, driving the market in number of room nights and spend per stay. [1]Aloft takes a modern, urban influence, is design-led and targets Generation Y. Aloft targets the digital-savvy younger generation.[2]

Business Travelers
The Aloft is designed to speak to the next generation of travelers. Those travelers who are looking for high design, style and comfort and the ability to stay connected while on the road – all at an affordable price.
Aloft is similar to [upmarket] sister brand W in that it created its own category within the sector - the design-led segment. Aloft is doing the same in the mid-market. The mid-market targets business travelers.
ALOFT HOTEL
Type
: Franchise
Industry: Hotel
Founded: 2005
Founder(s): W Hotels
Number of locations: 46 hotels
Area served: United States, Canada, Europe, Asia
Parent:
Starwood Hotels & Resorts Worldwide
Website: www.alofthotels.com
Main Product
SPLASH OUTDOOR POOL
ALOHA DESK
RE:CHARGESM GYM
RE:MIXSM LOUNGE LOBBY
IN-TOUCH TERMINAL
CAMP ALOFT FOR KIDS
FREE WI-FI
ENVIRONMENTAL PRACTICES
RE:FUEL BY ALOFT
W XYZ BAR
Presented by Team 4
2008105082 Shin
2010105548 Shitov Dmitry
2011105249 Sora
2011106147 Jin
2011106162 Lucy

Source: Email: Jamie Robinson , Specialist, eCommunications Department Starwood Hotels & Resorts Worldwide
Service
Not full service hotel. Provide what is necessary for younger business and leisure travelers.
No full restaurant, although the bar may offer snacks in addition to the market items.
Some hotels have a room service arrangement with an interesting nearby restaurant to deliver takeout food to rooms; you may find a menu for this in the room.
I haven't tried to find pressing, laundry, and dry cleaning services but my guess would be yes if you bring the items to the front desk.
Luggage storage is no problem.
There may be airport transportation.
Self-service parking is available depending on the constraints of the location.
Staffs are young, willing, and friendly, but should not be confused with concierge professionals.
SPLASH OUTDOOR POOL
Jump in and revive! Our splash outdoor swimming pool is just the thing for a quick dip or relaxing respite. Open from morning to night, with complimentary Wi-Fi and comfortable pod lounges, it’s the perfect aqua escape for any time of day.
RE:CHARGESM GYM
Sprint, stretch, lift, sweat—day or night. Recharge on your own timetable at re:charge, our 24/7 gym. Midnight marathoners and energetic early risers will find all the tools for their favorite fitness fix.
RE:MIXSM LOUNGE
Lounge around or chit-chat in our re:mix open lounge. Work, play, and stay awhile in a vibrant setting abuzz with activity and energy. This social space lets you connect with others, in person or through our fast + free Wi-Fi.
IN-TOUCH TERMINAL
Get in the know at our three in-touch terminals—easy breezy Internet access to help you find local information and access your email. It’s all at your fingertips and easy to print.
CAMP ALOFT FOR KIDS
Parents, take note: we’ve got a kid-tastic experience in store for the little ones. Our camp Aloft program’s pint-size perks invite the under-12 crowd to stay and play their way—with special bedding, fun food faves, and other neat treats.
ENVIRONMENTAL PRACTICES
Give a shout-out to planet earth. With the help of our eco-aware guests, our see green program aims to conserve water, energy, and other resources—for a greener, planet-friendly Aloft community.
W XYZ BAR
W XYZSM bar offers a sophisticated urban atmosphere where guests can mix, meet and mingle over music, signature cocktails, light bites, premium liquors, a selection of wine by glass or by bottle or even a refreshing bottle of beer. Don't miss 'Heaven on Earth', the most ordered & awarded Molecular Cocktails at W XYZSM bar, as one of the nine best cocktails in Bangkok
RE:FUEL BY ALOFT
Eat and run on the road often equals dull, unhealthy—and unappetizing. Not so at Aloft Bangkok - Sukhumvit 11! Our one-stop food and beverage area, Re:fuel by AloftSM, offers a welcome change to travelers on the go. Fresh food and fun fare are the standout stars on our menu of sweet, savory, and healthy treats
CRAVE WINE BAR & RESTAURANT
Bangkok has gone wild over Crave Wine Bar & Restaurant - the funky restaurant with a bold, new concept that blends style and technology with culinary creativity. Start your day with our refreshing, healthy breakfast including mini wheat germ pancakes, whole-wheat BLT pizza, and organic rice waffles. For lunch and dinner, rev up your appetite with a delectable menu of Western and Asian cuisine at easy prices.
Bangkok
Marketing Strategy
Social Media

Music/Video
Sensory Atmosphere
Technology
Major competitors
-Starwood Hotel & Resort
-Near Hotel
Major competitors
Possibilities of Setting Up in Korea
•Aloft Hotels will open a new hotel in Gangnam in January 2015.

•10 Aloft hotels in Asia

•Another 16 under construction in Asia, including the recently signed Aloft Suwon.

•An important milestone in our overall growth strategy to expand Aloft’s game-changing ‘style at a steal’ concept in the region

SIGHTVISIT TO CONSTRUCTION IN GANGNAM (13.10.12)
Why Wasn’t the Aloft Hotel in South Korea?
1. Baby Brand
•Most of international hotel Brands start
in Home Market


•Aloft Hotel’s Launching was 2008


•Aloft Hotel is just a baby brand
Why Wasn’t the Aloft Hotel in South Korea?
2. Pivot to Asia
2011 Global Hotel Index
Why Wasn’t the Aloft Hotel in South Korea?
3. Shortage of Affordable Rooms
2012 Outbound Tourism Expenditure
Source: STR Global
2012 The Most Popular Destination For Chinese Tourists
Prospect of Supply and Demand of Seoul Lodging Industry
Source: Press release from Seoul
Reference:
http://www.marketingweek.co.uk/how-starwood-is-using-its-big-brand-to-aim-for-boutique-customers/3033016.article
Starwood Hotels & Resorts, http://development.starwoodhotels.com/brands/aloft
Short Supply of Business Hotel and Future Prospect (2012), Ko, KIS Credit Monitor
World Hotel Industry’s Trend and Future Research (2012), Ministry of Culture, Sports and Tourism
Friends Bangkok (2013), Ahn, Jungang Books
J.D.Power2013 North America Hotel Guest Satisfaction Index Study (2013), J.D.Power
Aloft North America Brochure, Starwood Hotel & Resort
HOTEL MANAGEMENT Survey 2012 FRANCHISE FEES GUIDE (2012), HotelManagement.net
Aloft hotel Bangkok-Sukhumvit 11 homepage:http://www.aloftbangkoksukhumvit11.com/en/facilities-and-services)
THANK YOU~
Q&A
Full transcript