Destinazione VenetoJuly 1st 2011

da City break ad esperienza di Viaggio

Antonello de’ MediciArea Managing Director Starwood Hotels Venice

Destination Marketing process

Destination Marketing Venice

Service destination impact

VeniceTarget destination

Additional services

Necessary services

Culture

Food and

Beverage

Hotels

Events

Transportations

Entertainment

Shopping

Shows

Cuisine and

wine

Demographics

5 stars• Male :53%• Female :47%• Age 30-39 : 27%• Age 40-49 :30%• Age 50-64 :43%

4 stars• Male :50%• Female :50%• Age 30-39 : 27%• Age 40-49 :33%• Age 50-64 :41%

Job demographics• 5 stars• Entrepreneur :26%• Professional firm Layers, Consultants, Tax advisors...:25%• Artisan : 6%• Retailer :11%• Executives: 7%• Manager :8%• Housewifes: 12%• Others : 5%

• 4 stars• Entrepreneur :15%• Professional firm

Layers, Consultants, Tax advisors...:25%

• Artisan : 7%• Retailer :10%• Executives: 7%• Manager :14%• Housewifes: 11%• Others : 11%

Social profiles

• 5 Stars• Edonistic• Action oriented• Business minded• Art music lovers• Intense life• Aestethic

oriented• Self care –body

mind

• 4 stars• Democratic• Social equity

sensitive• Children minded• Health life • Balanced life

Luxury perception

Free time researchat least once a week

occurencies on sample

Well being factorsresearch sample

Vacation needs

Luxury Brand awareness5 stars target

Branded decisions

Destination Marketing it’s today linked to Brand Awareness

Experience Marketing is the result of conscious Brand knowledge

Hospitality branding is one driver

Segmentation allows for specific targeted offers based on consumers clusters

Brands Positioning

Emotional

Transactional

Cust

omer

nee

dProduct & Services

strategy

Hospitality BrandingStarwood Hotels & Resorts

Hospitality Brands must defineunique selling propositions and adapt offers to specific destinations

Branding• We have to leverage our

Starwood Brands value• We have to keep the “brand

image” of iconic Hotels• We have to develop “branded

associates”• We have to create “branded

experience offers “

Positioning

• We have to manage different Products and Brands in the market place with similar customer base

• Iconic products are stronger in customer minds

• Pricing is one of key differentiators to cover at best clients demand

• Experience Marketing is core for all properties

• Value for money is our strategy to maximize yield

• F&B offer is becoming a strategic asset to enhance revenues

Brandsjourney

Westin

The Westin Europa & ReginaVenice

Personal Instinctive Renewal

The Luxury Collection

The Luxury CollectionHotel Danieli Venice

Exceptional ExperienceIndigenous