CASE STUDY

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WESTIN HOTELS IN ASIA & GLOBAL DISTRIBUTION

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WESTIN IN ASIA

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THE WESTIN STAMFORD & PLAZA HOTEL (SINGAPORE)

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THE WESTIN BANYAN TREE (BANKOK)

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THE WESTIN PHILIPPINE PLAZA (MANILA)

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Starwood IS THE PARENT COMPANY OF WESTIN 1997 STARWOOD ACQUIRED ITT CORPORRATION WHICH OWNED THE SERATON HOTEL & RESORT, ST.REGIS LUXURY COLLECTION, FOUR POINTS HOTELS, AND CAESARS WORLD BRANDS OF HOTEL AND CASINO. MAKE THE STARWOOD THE 4/28/12

IN

ITS

66

650 Hotels in 73 countries Employees Worldwide

1,50,000 David

Shacklenton (Vice President of

Starwood)

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Traditional Marketing & Distribution Strategies

Multi

National Companies Officers are key decision maker. on local market.

Focused

FAX

& Phone is the preferred method of making reservations.

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Traditional Marketing & Distribution Strategies contd.

Advertising

and Promotion is highly decentralized at individual properties. were no cost effective and concerted effort by all Westin hotels in reaching out to the travelers. team dependent on only local market. 4/28/12 99

There

Sales

Travel Management Trends

Using

Global distribution system (airfare, hotel rates, etc) clients are turning to Travel management companies for a total travel solution. through Fax & Phone call decreased because of GDS. 4/28/12 10

Corporate

Reservation

STARWOODS Global Marketing & Distribution Strategies

GLOBAL SELLING & CROSS SELLING

Starwood had formed 30 Global Sales office around the world to manage customer relationship with key global account. provides one-stop solutions to corporate travel planner, wholesalers, meeting planers & mega travel organizations.
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GSO

STARWOODS Global Marketing & Distribution Strategies contd.

Formed some selling team who gets incentive for selling services of the hotel under Starwoods umbrella. Forming of CRO (Central Reservation Office) to provide one stop customer service all around the world.

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Technology and Automation

Online Online Virtual

Reservation. payment. Hotel Tour through their web

site.
Introducing

GDS (Global Distribution System) by that customer can check Hotel availability, price, alternative dates, contract negotiation, & conference room etc.
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Online Reservation

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Aligning individual hotels to STARWOOD

Need

to restructure the sales and marketing team. report on local/cross sales should communicate with GSO. do Advertising and Promoting together rather then individual.
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Monthly

Should

THANK YOU!
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