1. Dream Your Dream
Presented by 4U
Jenny Li
Jialin Zhao
Michelle Liu
Instructor
Marcelo Cohen Arazi
Kay Gong
Vincent Hu
Chao Zhang
2. Executive Summary
Company Analysis
Industry Analysis
Competitor Analysis
Marketing Strategy
- Digital Strategy
- Acquisition Program
- Retention Program
Evaluation Metrics
Agenda
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3. Executive Summary
—
Dream Hotel is an expanding upper-upscale chain hotel brand under Dream Hotel Group. It
attracts guest from all over the world by the stylish design, convenient location and fancy dining.
To enhance a close and sustainable relationship with customers, our team came up with a
CRM program covering strategies and recommendations from awareness, customer
acquisition to customer retention. By launching a comprehensive CRM program that offers
values to customers, Dream Hotel can bring a unique experience along with its unique
positioning to customers.
5. NYC
Brand Profile
Dream Hotel Group is a leader in managed
properties worldwide, encompassing artfully
modern luxury and lifestyle hotel brands in
North America, Thailand and India.
Founded in 1986 by Sant Singh Chatwal
4 Chains: Dream Hotels, Time Hotels,
Unscripted Hotels, The Chatwal
Dream Hotel:
Modern, chic, lifestyle, nightlife
young generation
Serve full-service luxury travel
Miami
6. Vision
—
To bring unique experience for guests, associates
shareholders and business partners
Mission
—
To make guests pleasant every minute they stay with us
7. Goal
To satisfy our customer and achieve sustained
growth and profitability.
CRM Objectives
- Increase awareness of Dream Hotels brand
- Acquire new customers
- Retain and nurture return customers
- Foster a community of passionate
customers
8. Overall Good ( 4/5 ) reviews.
Convenient location
Stylish decoration
Friendly staff
Small room size
Noise
Service problem
Business Situation
9. - Modern and chic design
- Diversified design styles
- Featured offers: romance package,
spa love, basics getaway
- Strong cooperation with other hotel
franchises
S W
O T
- Limited locations
- High price rate
- Cultural shift and organization
change with limited resources
- Positive lifestyle trend
- New customer acquisition
channels through social media
- Quick changes in lifestyle trends
- Hard to maintain customer loyalty with
limited product supply
- Intense competition among the hotel
industry, especially other hotel chains,
like Hyatt, Kimpton, Marriott
12. More than 50% of hotel bookings take
place online.
More than 50% of consumers worldwide
made a purchase based on online
recommendation.
Social media platforms are now the
main battleground for hoteliers to
strategically engage with their consumers.
Millennials in particular crave the
ultra-personalized service that hotel
provide.
It is predicted that the millennial
generation will replace the baby boomers
as the dominant consumer group by 2017
Lifestyle Hotel’s demand has
grown at an annual average pace
of nearly 20%
Industry Trends
18. Customer Profile
—
- Age: 25-35 millennials
- Young professionals
- High income
- Single & young couples
- Travel lovers, nightlife lovers
- Style-conscious adventurers
19. James
31 years old consultant
Loves sports and photography
“During my stays I like to enjoy my time by
living the city and what it has to offer”
Michelle
27 years old designer
Loves travelling and arts
“Visiting new places and learning more about
their enrooted culture inspires me”
22. ● Build Digital reputation
● Build a 2-way communication Channel
● Learn Customer's preference and need
Objective:
● A Social Media response rate of 100%
(Toward both negative and positive comments)
● A response time of 2 hour
(Especially for negative comments)
Social Media Monitor Plan
24. Social Media Audit (Instagram)
5 Platforms:
● Twitter
● Facebook
● Instagram
● Vimeo
● Snapchat
Followers:
● Twitter:17.5k
● Facebook: 21.8k
● Instagram: 28.8k
Average Likes: 250 #dreamhotel: 30,739 post
#dreamhotels: 3,328 post
#dreamhotelnyc:1,623 post
#
25.
26. Instagram Event
Monthly Photo Contest
Theme of the Contest:
- New york Dream
- Your Dream
- The other side of you
- No Theme- Upload your best!
#DreamYourDream
3 Top like Post
Reward: Free nights or Free tickets!
Objective:
- Increase followers
- Increase awareness
- Increase engagement
- Strengthen brand image
27. Blog Plan
Theme: Dream your Dream
Content:
- Travel tips
- Recommend Attractions
- Event information
Objective:
- Build Own content
- Increase awareness
- Drive traffic to website
28. Influence =
Audience Reach (# of
followers) x
Brand Affinity (expertise and
credibility) x
Strength of relationship with
followers
When reaching out to
influencers, offer
prompts that guide, not
control influencer’s
creative process.
Synergize influencer
posts with other social
media ads.
Influencer Marketing
33. “Uber is a way of life for young
professionals”
—
$15 off
Brand Reputation
Qualified Service
Sufficient Supply
Partnership — Uber
34. One Free Drink
Brand Image
—
Young, fun and generous
Customer Benefits
—
Chill & relax
Warm up for the party
35. 42.6%
Leisure segment account for the market
7 Million
Airport leisure segment brings the highest annual
revenue per market
Enterprise
“This advertising plan is designed to reposition
Enterprise Rent-a-Car to attract college students
and young professionals.”
Partnership — Enterprise
$50 off Per Rental Car
36. Partnership — Enterprise
Cost and fees
Pick-up process
Return process
Rental car
Shuttle bus/van
Reservation process
37. - Great Deals for Traveller
- Young people love to visit
landscape
- Cover the cities where our
properties located
- Customer get extra discount from
buying Go City Card
Partnership — Go City Card
38. - Invite local bands/singers to perform live
show inside hotel
- Sell show tickets on hotel official website,
both for customers and non-customer
- Provide discounted tickets for customers.
Music Live Show
44. Special Arrangement
For people who are celebrating their
honeymoon, birthday or anniversary.
- Free room upgrade
- Hand written card
- Special decoration
- Customized service
45. Room service calls should be answered in
30 seconds
Offering should be delivered to the room
within 10 minutes
Facilities maintenance should be sent in 10
minutes and problems should be settled
within 2 hours
Fast Service
Guarantee
Imagine this ——
It’s bedtime and you forget to bring
your toothbrush, you call room service,
you were put on hold for 5 minutes,
the staff tells you someone will send
you a toothbrush set soon and hang
up. Then you wait for another half an
hour and you finally get your
toothbrush.
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46. Start a membership program
Improve room facilities like sound proofing,
light, etc
Improve management of the bars and
clubs, prevent cases that will disturb hotel
guests
Website optimization
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