Hotel Target Market

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W Hotel has style and substance. Included in W’s style is the real value the hotel offers to its guests, with their successful “Wow” business strategy. Superior quality, W’s real value, is offered to each guest by means of: •Services

Relationships
Appealing, Contemporary Designs
Global positions
Value
Emotional and Self-Expressive Benefits
W Hotel, a successful operation of over 10 years (1998), has changed the hospitality industry with many industry firsts: Transformation of the typical Hotel Lobby into the W Living Room Experience Whatever/Whenever Concierge Service

Reinvention of the Presidential Suite into W’s “Extreme Wow” and “Wow” Suites Extending W’s lifestyle experience through:
oW Hotels the Store
oBranded W CD compilations released every year
oTransformation of the hotel mini-bar into the W “munchies-box”

W Hotel expresses its value propositions in an interesting way. W Hotel expresses many of its value propositions by diverting attention from the cost of the reservation to all of the services and the experiences included. Upon booking, the guest will happily see the cost-value as well. Surprisingly, W Hotels range from just under $200 to $500, a substantial savings for a luxury hotel. W also has a Best Rate Guarantee, promising the best rate offered by phone or online. Guests can also use SPG (Starwood Preferred Guests) program points if they are members, contributing to even more savings (for business travelers). The service is superior, proven with the Whatever/Whenever Service, the W Pillow Menu, luggage forward, and P.A.W. (allowing your pet superior service too!). W Hotel receives added credibility for offering so many privileges to their hotel (in addition to the fitness center and spa). In providing these services, W Hotel offers their guests a lifestyle experience as well. The W’s atmosphere is unique and contemporary, appealing to all the senses with music, art, and fragrance. From the...
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