W Hotels is Starwood's luxury lifestyle / boutique hotel brand. Marketed towards a younger general crowd, the hotel brand was launched in 1998 with its first property, W New York, opening at 541 Lexington Avenue. The brand has since expanded internationally with properties opening first in Mexico City, Seoul, and Istanbul. The brand's first resort property is W Maldives Retreat & Spa. The group has now 52 hotels all over the world, also in countries like Taiwan or Chili.
In order to have an idea of W hotels, let see Starwood’s key figures: * Revenue in 2008: $5.91 Billion
* Net income: $329 Million
* Employees: 145 000
We will now see W hotels’ SWOT analysis and a PEST analysis also, in order to know a little bit more about this enormous company…
Luxury brand positioning: W Hotels Worldwide’s strategy focuses on the development of lifestyle brands at a leisure price point supported by innovative marketing that makes an emotional connection with customers.
Strong pipeline development: W Hotels Worldwide is aggressively pursuing a growth strategy to consolidate its presence in foreign markets like Asia or Latin America.
Individuated experience: the growing consumer demand for an individuated travelling experience is generating potential for W Hotels to develop distinctive brands, properties and services.
Loyalty program: The W Hotels Preferred Guest program is well-recognized in the travel and tourism industry. This kind of reputation attracts new potential customers.
Domestic market focus: despite its international expansion, W Hotels Worldwide remains heavily reliant on the US, making it sensitive to the changing fortunes of its domestic market.
Luxury brands: mid-scale and few upscale hotel brands leave W Hotels Worldwide vulnerable to any potential global economic downturns.
Dynamic growth in emerging markets: improving economic conditions,...