The Future of Travel – Starwood Product Innovation & Digital Brand Initiatives

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© 2013, Henry Bao-Viet Nguyen
Starwood
The Future of
Travel.
Digital Initiatives
On-demand Closet
Starwood Foundation

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The Next Generation of Travelers.
By 2020, rising wealth of emerging economies will contribute an
estimated $10 trillion to global GDP; of that group, the majority will
be today's Millennials. This represents enormous purchasing power
that matters much to consumer brands.
The first of its kind, the project was a year-long collaboration effort
between Amherst College and Starwood Hotels & Resorts
Worldwide. Our group worked with the Starwood Product Innovation
unit to conduct rigorous research and produce recommendations
around the next generation of travelers –with a focus on Digital,
Internet of Things, Sustainability,and Design,among others.
This is a presentation to the Corporate teams in Stamford,
Connecticut in 2013.

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‘Gen Luxe’ Strategy
The “Millennials 1%”:YOUNG, RICH, and REDEFINING LUXURY.

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In the news…
St. Barths, Carribbean
LVMH Moet Hennessy Louis Vuitton ventures further into luxury
hospitality industry – Brand Channel August 2013

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In the news…
Fashion Designers + Design-focused suites = One haute luxury experience
– Telegraph UK

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A desire for luxury experiences
n  “Baby Boomers are seeking “new ways to treat themselves,” and
“Millennials define themselves more by what they do than what
they own.” – The Times
n  The growing global middle class & a shift to younger luxury travelers

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The Gist
n  Gradual but fundamental shift : from luxury consumption to
luxury experiences.
n  Millennials desire authenticity & cultural experiences
n  Much more inquisitive
n  Much more connected
n  Much more global.
n  Starwood’s “Gen luxury” caters to the global explorers,
trendsetters, & the new global elite.
n  The age of great change in a super-connected world.

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The Shift
“ It’s not the car you have; it’s the places you
go and the experiences you have.
In the future,people will own whatever they
want responsibility for. And I think what
they’re going to want responsibility for the
most is their reputation,their friendships,their
relationships,and the experiences they’ve
had. “
- Brian Chesky,Founder,Airbnb

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Starwood “Gen Luxe” Strategy

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Road Map
n  Team
n  Background
n  Survey
n  Results
n  Recommendations

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Team
n  Millennial
n  Diverse & global
n  Entrepreneurial
n  Innovative
n  Tech-savvy
n  The future consumer

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Background
Engage. Listen. Respond
n Branding is no longer a one-way message. It has
become a two-way conversation.
n  “There’s a revolution in marketing.People are in control.We’ve
never had a greater opportunity to connect with people.” – Marc
Pritchard, CMO, Procter & Gamble
n Social networking has completely redefined how
consumers engage with a brand.
n  “Now,it matters less what a brand says about itself; what matters is
what people say about a brand.Companies that do not cultivate a
transparent,authentic conversation with their customers will
perish.There’s no room for smoke and mirrors in today’s socially
networked world.” – The Four Seasons Luxury Trend Report 2012

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Branding & Marketing to
Millennials
n  Millennials are talking on Facebook,Twitter, Instagram, etc.
n  >65% of Millennials are reported to be much less responsive to
traditional marketing – Brand Amplitude
Ø  What really characterizes millennials? How well do we
understand them?
Ø  What are their expectations from brands & companies? How do
these influence purchasing behavior & brand loyalty?
Ø  Why is it vital for Starwood to understand this next generation of
travelers?

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Starwood Hotels & Resorts
n  Largest & fastest-growing luxury hotel company in the world
n  Leading global lifestyle company well-known for innovation.
n  Signature butler service, St.Regis
n  1st hotel company to commercialize “cool” on massive scale, W
n  1st Google Glass app (StarLab), aloft Robot Butler ALO in Cupertino
n  Targets the sophisticated global business traveler & the upper
income urban new generation of professionals.

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The Future of Travel – Survey
Amherst
n  Diverse, global (40+ countries), innovative, millennial, and fits
the targeted future consumer of Starwood products/ travels
frequently.
Objective
n  To discern overarching trends: (i) What are our generation’s
greatest concerns? (ii) How do these concerns influence our
expectation from brands & affect our purchasing behavior?
n  To collect original ideas & recommendations.

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The Future of Travel – Survey
Format
n  10 questions in total.
n  Qualitative, open-ended (5)
n  Quantitative, rating scale (5)
n  Unique, personal voices & perspectives from focus groups &
interviews.
n  In 3 months, 81 survey responses collected & many more personal
interviews (quality responses > just filling the blanks)
n  Link to Survey form: http://www.surveymonkey.com/s/2ZFKWYZ

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Survey
n  Q1: Personal information (Age, Sex, Hometown)
n  Q2: Please select 10 to 15 of the following qualities that best
describe you. (list of 30)
n  Q3: Generally speaking, how important are these factors in
influencing your purchasing decisions? (8 categories listed)
n  Q4:What are your favorite brands, and why?
n  Q5: Please rate how important the following qualities are
when considering whether or not to buy a product or service.
n  Q6:What are the 3 coolest and most innovative mobile apps?
Why? (for example: I like Gilt because it allows me to buy my
favorite trendy & luxury items in a flash; Flipboard – an
innovative, fun and interactive way to read news; I like travel
and banking apps in general for the utility, etc.)

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Survey
n  Q7:What is the best vacation or hotel you remembered?
What were some details or factors that made the trip so
memorable to you?
n  Q8: If you were given a free stay at a luxury hotel, what ideal
features and amenities would you look for? What would you
also dream of having in the future?
n  Q9:Thinking broadly, as a millennial consumer, what would
you like to see companies spend more resources on
nowadays? Please elaborate on your response.
n  Q10: Just an exercise: If you were the CEO of a global hotel
company, what innovative strategies would you pursue?

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Result Discussion (Slides 53-80)
Millennials :
n  Are agents of Change: Have a strong stance on social issues and fight for
causes they believe in.
n  Desire high quality of life – Eating well, healthy living, respect for the
planet, and time for leisure are very important.
n  Cooking and eating well is a passion point for many millennials.
– Brand Amplitude,2013
n  Desire community, self-expression, collaboration, and sharing.
n  Are tech-savvy; the group with highest rate of social media usage.
n  Despise ‘Waste’: try to live within their means and value eco-friendly, green
products and brands.
n  Desire higher levels of Innovation and technology in their lives.
n  Are cautious shoppers: more willing to spend time on research before
purchasing.
n  Are increasingly global in outlook (global citizens)

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Recommendations
n Digital Initiatives
n On-Demand Closet
n Starwood Foundation
n Portals of Discovery

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Industry leader with technology &
innovation
DIGITAL INITIATIVES

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The Future Consumer is Connected
n  64.42% of respondents indicated that they stayed in touch
with someone they had met on a plane or at a hotel while
traveling.
– Four Points Business Traveler Survey, February 2013
n  Business travelers have a real need to connect
on the road – both virtually and in person
road warriors are social, preferring to
network rather than just enjoying
solitary pursuits.
– Brian McGuinness, SVP

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Targeting the Future Consumer
n  “Managers with a cross-cultural
perspective are in high demand.”
n  “Join The Global Elite”, Harvard Business
Review, May 2013
n  Collaborating with others
n  Moving across continents
n  Keeping an open mind
n  The global elite have homes and networks
in more than one city
n  Millennials today and tomorrow
n  Desire absolute and instant convenience.
n  Engage with brands digitally.
n  Realize the need to connect on the road.
n  See hotels as communities of travelers.
n  Forge relationships via technological
interface.

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Mobile drives connected living
n  Intelligent rooms: Nest thermostat, voice commands
n  Wearable tech (Room Access via Apple Watch)
n  SPG Social
n  Robotic Butler (Botler) ALO, Aloft Cupertino & Silicon Valley
n  Eye Scanning
n  Apple – iBeacon technology allows tracking of location &
identification of needs on the road.

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What our respondents are saying...
n  “LinkedIn - great articles, forges connections, opens future career
opportunities and facilitates discussions about issues & causes”
n  “Amherst alumni app – allows me to connect to any Amherst alum easily
and anywhere”
n  “Tindr - creates platform for communication & relationships”
n  “I like my USAA app because I can take care of my business on the go”
n  “I want it fast and I want it now.”; “I’m always online.”
n  “I like brands with mobile platforms better.”
n  42% rank ease of use as “very important”, after only “quality” and above
both “price” and “design”.

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Leveraging the Starwood app

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The New App
Consumer’s Benefits
n  Brand new UI
n  Bookings & travel logs with Map-Your-Stay feature
n  Order room service; work as key card
n  The Closet.
n  GPS-based feature: original profile with
Facebook/ LinkedIn/ Instagram integration
n  Connect with old global friends coincidentally in
property
n  Connect with new professionals open to
networking
n  Privacy settings & staying “invisible”
n  Function modeled after Letslunch/ Lunchmeet
n  Personalized local info & access to exclusive
events & local happenings

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The New App
Brand Utility
n  Streamlined across 9 brands and
integrated across mobile phones
& tablets.
n  Marketing opportunities;
partnerships and collaborations
n  Solidify global brand image
n  The new ‘global elite’,‘world
explorers’ and ‘trend-setters’
n  Enhance brand loyalty: SPG
n  “Brand loyalty is our most
important asset” – Frits van
Paasschen

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SPG Keyless Room Access

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Need a toothbrush? ALO delivers.
n  ALO, Starwood robot butler (botler), roams the halls at Aloft
Cupertino & Aloft Silicon Valley to deliver snacks and
necessities to guest rooms.

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Check email, sports feeds via
smart mirrors.

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Oculus Rift to book tours, browse
exotic destinations.

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Tim Cook & our Apple Watch app

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Solar-powered hotels & appliances

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Maximized personal attention
Catering to the trendsetters, world explorers &
global elite
ON-DEMAND CLOSET

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What our respondents are saying..
n  Service/personal attention is still by far the #1 factor that
made their vacation (followed by ‘adventure &
entertainment’)
n  “Bali, Indonesia! Best vacation for the service & attention I
received. Great massages & I'm one happy camper.”
n  “The W South Beach is so beautiful. The staff was very attentive
and always wanting to please the guests.
n  “The Adlon in Berlin. Staff were incredibly competent.”
n  Starwood sets the bar for world-class service
n  The St. Regis signature butler service.

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Marketing to Millennials
Sell to consumers based
on who they want to be
Sell to consumers based
on who they are

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Findings
n  Gradual but fundamental shift luxury consumption à luxury
experiences
n  Things I do not necessarily want to own, but to experience.
n  “Authenticity is important to me.”
n  “Absolute convenience.”
n  “Catering to the new global elite?”
n  What’s new/ what’s next?
n  I’d rather spend money on experiencing things than owning
things and buying things I don’t need.

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Benchmarks
Fashion Rental Companies
n  Rent the Runway
n  Bag, Borrow, or Steal
n  Something Borrowed, NY
n  Love Me and Leave Me
n  Happily Ever Borrowed
n  Albright fashion library

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On-Demand Closet
How it works
n  Browse wardrobe options on smartphone or tablet
n  Browse items in person at the hotel
n  Borrow an outfit from The Closet
n  Order via mobile app
n  Items delivered to your room
n  Charge it to your account

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On-Demand Closet
Hotel benefits
n  Cater to our global markets (Chinese travelers, the upper-income
urban generation of professionals, the trend-setters)
n  Help guests assimilate to a new culture & place
n  Opportunity to infuse brand identity into guests’ wardrobe
n  Advertise luxury & local brands
n  High earning potential

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On-Demand Closet
Guest Utility
n  Always dress the part for business
dinners and events
n  Replace lost luggage
n  Always prepared for unexpected
weather
n  Immerse yourself in local culture
through style customs
n  Reinvent yourself
n  Try it before you buy it
n  Browse wardrobe options while in
transit through mobile app

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Giving by Doing
Going global, engaging local in a responsible manner
Starwood Foundation

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Rationale
n  Top adjectives to characterize favorite brands:“trendy,
fashionable”,“cool, hip”, but also “healthy, holistic” and
“charitable”. (Q4)
n  “I prefer supporting companies that give back.”
n  Aside from ‘innovation & technology’, 2nd & 3rd highest categories
survey respondents would like to see companies spend more
resources on: ‘environmental sustainability’ and ‘local
engagement’. (Q9)
n  “Sustainability needs to excite and motivate customers.Millennials
present the greatest opportunity for engagement.” – Accenture
n  Millennials present greatest opportunity for brands to promote a
shift to sustainable, eco lifestyles, by incorporating innovative
concepts of design.
n  “A generation overwhelmingly dedicated to social justice.Where
there is justice,we want to respond,whether in-person,online,or
through power of the purse.” – Huffington Post

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Innovating Globally, Engaging Locally in a
responsible manner
n  Natural carpeting & flooring, green roof-tops, up-cycled furniture
n  E.g. lamp shades made from sustainable bamboo and recycled
copper wire (Designers: Pepe Heykoop & Tiny Miracles
Foundation)
n  Alleviate poverty for 700 people by 2020 through lamp initiative
n  Utilize the skills of under-privileged women and street-kids in the
Pardeshi Community of Mumbai.

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New vision
Starwood Foundation
n  Each brand works towards an
aspect of the overarching cause.
n  e.g. Element Hotels promote
sustainability initiatives.
n  Global issues each brand
represents, promotes and tackles
determined by brand positioning
and customer segment it attracts.
n  Display of interactive panel in hotel
to promote transparency and
solidifies Starwood global image
n  Benchmark: Starbucks sustainability
wall; Patagonia

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Portals of Discovery
n  Millennials want impeccable service and
comfort, but they also want to learn about new,
unique things and experience them in a
personal way.
n  Hotels can be portals of discovery to curate
world experience
n  Intellectually, aesthetically, ethically, and
always sustainably
n  Digital and physical hubs of the future
global elite, the new urban generation of
professionals, the world explorers and
trendsetters
n  Tomorrow’s consumer is: Asian, urban,
millennial.
n  “In 2030, the young Asian urban consumers
alone will be worth 6-7 trillion dollars” à
gigantic spending power that matters much
to consumer brands. (World Economic Forum
Insights:The Millennial Consumer)
n  Hotels can be a lens into our local destinations
à Global opportunities
n  Areas for further research with the team.

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SURVEY RESULTS

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The results
describe you:
Cautious consumer
Globally minded
Charitable
Creative
Information hungry
Frequent social media user
Social media contributor
Family-oriented
Digitally savvy
Confident
Highly social
Loves foreign cultures
Locally minded
Conservative
Spends more for green
products/services
Seek comfort and familiarity
over excitement/change
Content
Liberal
Trendsetting
Impressionable
Pessimistic
Cause-driven
Healthy
Eco-conscious
Career-driven
Optimistic
Pessimistic
Offline
Always online
Independent
Ambitious
Innovative
Moderate

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The results
describe you
0
10
20
30
40
50
60
Independent
Ambitious
Optimistic
Creative
Family-oriented
Confident
Liberal
Globally minded
Information hungry
Healthy
Highly social
Frequent social media user
Innovative
Career-driven
Cautious consumer
Always onlineDigitally savvy
Eco-conscious
Charitable
Cause-driven
Spends more for green products/
services
Impressionable
Social media contributor
Moderate
Pessimistic
Locally minded
Offline
Content
Seeks familiarity over change
Trendsetting
Pessimistic
Conservative

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The results
describe you
57
57
51
49
46
45
44
42
41
41
0 10 20 30 40 50 60
Independent
Ambitious
Optimistic
Creative
Family-oriented
Confident
Liberal
Globally minded
Information hungry
Top 15 qualities that post-millennials identity with

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The results
influencing your purchasing decisions?

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The results
influencing your purchasing decisions?
0
5
10
15
20
25
30
35
40
45
Word-of-mouth
(Friends,
family...)
Online ReviewsPrint magazines
and
Newspapers
Television Blogs Facebook and
Social media
(Twitter,
Pinterest...)
Street
Advertisements
Mobile Apps
Important
Very Important

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The results
n  Q4:What are your favorite brands, and why?
5
6
2
4
23
3
5
2
2
2
5
6
8
10
3
0 5 10 15 20 25
Whole Foods
Ralph Lauren
Toms
Brooks Brothers
Apple
Amazon
Google
James Perse
Diptyque
Burberry
Forever 21
H&M
Nike
J Crew
Uniqlo

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The results
n  Q4:Top adjectives used to describe favorite brands:“Quality &
Reliability, Classic & Timeless, Design & Aesthetic innovation”

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The results
when considering whether or not to buy a product.

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The results
23
22
20
22
10
9
34
28
42
35
5
8
50
3
2
29
15
24
0 10 20 30 40 50 60
Price
Brand
Ethical & eco
Quality
Popularity
Exclusivity
Design
Design
Ease of use

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The results
23
22
20
22
109
34
28
42
35
5
8
50
32
29
15
24
0
5
10
15
20
25
30
35
40
45
50
Price
Brand
Ethical & eco values
Quality
PopularityExclusivity
Design (aesthetics)
Design (innovation & tech)
Ease of use

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The results
0 5 10 15 20 25 30 35
Covenience, local guide, maps
Entertainment & games
Browsing news, music, videos
Weather & alarm
Reading books
Social networking & photo
Meeting people & relationships
Finance, banking, cards
Shopping
Fitness
Travel & Museum
Deals & freebies

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The results
Why?
n  “Maps apps, Kindle, Music apps (to compose especially). I love the
convenience of these apps the most.”
n  “Starbucks: makes purchasing easy so that you don't have to carry
around a card all the time.”
n  “LinkedIn - great articles, forges connections, opens future career
opportunities and facilitates discussions about issues & causes”
n  “Apps that introduce me to new things (news, music, videos)
based on my previous preferences interest me the most.”
n  “Amherst alumni app – allows me to connect to any Amherst alum
easily and anywhere”

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The results
Why?
n  “GTasks - keeps me organized;Words with Friends - keeps my
mind engaged; Lose It - keeps my body in shape”
n  “Rue La La - fun, pretty way to shop; Etsy - awesome way to see
unique products”
n  “I use apps to find out about local deals, places to go and things to
do. I want to save money and find unique things.”
n  “Lovely – super clean and simple UI that allows you to search for
apartments with ease.”
n  “Tindr- creates platform for communication & relationships;
snapchat- helps me communicate with friends in an interesting
and creative way”

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The results
memorable to you?
0 5 10 15 20 25
Adventure & entertainment
Family & friends
Comfort
Staff demeanor & friendliness
Hotel food
Aspects of Design & interior
Complimentary services & products
Location (near downtown, activities,
nature)

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The results
memorable to you?
n  “Bali, Indonesia! Best vacation for the service & attention I
received. Great massages & I'm one happy camper.”
n  “Sailing in Barcelona + the Mediterranean. Beach cabanas. Cocktail
bars. Nice hotel parties to boot.”
n  “The W South Beach is so beautiful.The staff was very attentive
and always wanting to please the guests. Design-wise the hotel is
very modern and sophisticated.You can tell the designers wanted
to make a comforting and sensually evoking environment.”
n  “Aman Resort in Sveti Stefan in Montenegro… some parts of the
insides looked like a renovated European castle.”

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The results
memorable to you?
n  “Many of the National Park lodges are the best hotels I have stayed
in. Although they haven't necessarily been the nicest as far as
amenities go, they really captured the feel of the area, which very
much made me feel like I was in a new place for vacation.”
n  “Lebua at State Tower in Bangkok was by far the best hotel I've ever
stayed at.The attention to decor, Bulgari bathroom products, and a
breakfast buffet that catered to every nationality present in that
hotel was truly inspired.”
n  “I stayed at the Westin Boston Waterfront and loved it.The staff was
extremely courteous; the room had an incredible view, and was
spacious without having the "cookie cutter" feel that a lot of hotels
do.”

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The results
memorable to you?
n  “The Adlon in Berlin. Staff were incredibly competent, fluent in
many languages, and knew the city well.The rooms were nice
enough, but we didn't spend much time in them; the quality of
service was the most important.”
n  “Carthage in Jordan.The hotel we stayed at had exquisite design
with a roof suite that had incredible views. Also room service was
impeccable and very quick.The hotel had a cool community and
the bar downstairs was very happening without being sleazy.”
n  “Bocas de Toro, Panama– we stayed at a bed and breakfast with
lofted bedrooms in a private cabin with an open first floor and
hammocks. Strawberry poison dart frogs, beautiful flowers,
surrounded by nature.”

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The results
COMFORT & CONNECTIVITY
n  “Scenic view. Comfortable furniture.”
n  “Well located, encompasses the local flavor (while maintaining an exclusive
luxurious vibe), and a staff that goes beyond the call of duty.“
n  “Old school charm over the new "luxurious" stuff. Give me a cup of coffee and
some 19th century architecture over shiny glass and an interactive mirror on the
wall, or high-tech bathroom. If I wanted to stay at a Hilton or Hyatt, I'd eat at
McDonalds too, you feel me?”
n  “Comfort, attention, connectivity (free Wifi is a must nowadays).”
n  “Absolute convenience. I want to be catered to. I also want connectivity with the
rest of the world while being isolated in my room.”
n  “A very comfortable bed and computer in the room.”
n  “I'm a fan of the basics, like a hair dryer, basic toiletries, free breakfast, but also I
know that when I traveled I had things stolen or lost and I know that I appreciate
hotels that provided help in procuring new items.”

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The results
AMENITIES
n  “Indoor sports facilities, free wifi/ internet café.”
n  “Ideal features would be a wonderful Whirlpool tub. I would dream of being able to
be massaged in the comfort my room, perhaps after breakfast and before I start my
day (assuming business trip).”
n  “Free wi-fi, exercise room, pool that can be reserved.”
n  “Indoor hot tub”
n  “iPad, phones available to rent, clothing or amenities to rent from hotel. Lifestyle
concierge service either included in room rate or daily charged with a small fee.”
BRAND COLLABORATIONS & LOCAL COMMUNITY
n  I always like cool branded items sprinkled throughout the room (I've seen some
nice stationary at hotels etc).The Ace Hotel collaboration with Opening Ceremony
seems pretty cool and effective as far as promoting the brand. A great restaurant in
the site always nice.
n  …thought out and developed aesthetic, dream of future hotel: connection to
cultural aspect of city, sense of connection of place, alternative vibe

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The results
MEETING PEOPLE & HOTEL COMMUNITY
n  “A nice bar and an easier way to meet people!”
n  “"Happy hour" (similar to the one done by embassy suites), outdoor or inclusive
activities with the guests.”
n  “Maybe a digital network of people/travelers that have been to the area or have
heard of cool under-the-radar places. I like scavenger hunts: what if there were a
hotel app that was a scavenger hunt which would allow you to discover these 'cool'
local places on your own, with a group of friends, and create a photo documentary of
your experience (which would be aided by this app).”
n  “Eco friendly in-house dry cleaning/launder service, and if I were traveling alone I
would want some sort of way to connect with people of my age and interests that
may be staying in the hotel.”

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The results
nowadays?
0 5 10 15 20 25 30 35 40
Environmental sustainability
Transparency & quality
Innovation & technology
Global & ethical footprint
CSR & values in action
Local engagement
Design, art & culture hub

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The results
nowadays?
INNOVATION & TECHNOLOGY
n  “Technology - charging stations, wifi cafes, etc. bridge the gap of home and hotel
using innovative, modern solutions.”
n  “Technology: I’d appreciate a mobile app to book hotels, view reservations, and
perhaps even act as a key-card to the room.”
n  “Technology that can integrate with the hotel space would be really quite cool.
Things like environmental sustainability and good design are a given now, and it
would be fun to see hotels try to create a more surreal or hyper-real experience.”
n  “Technology. I like to imagine that the company ensures that their global footprint is
kept at a minimum.That would be my first choice, but technology would be the
aspect that impacts me directly as a consumer during my hotel experience.”
n  “I think companies should spend more on crafting an aesthetic experience that is
in itself innovate instead of the standard "fancy hotel" image that's been crafted in
our heads.”

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The results
nowadays?
ENVIRONMENTAL SUSTAINABILITY
n  “I want green products and services.”
n  “Environmental sustainability should be a top priority”
n  “Environmental sustainability, because I want the world to grow and prosper for our
future generations, and it is almost selfish for them to not invest in this with the
money they have. Innovation and technology go hand in hand with this, because
companies can and should find environmentally sustainable solutions to their
problems and technology.”
n  “Environmental Sustainability- while it'll take an initial investment, it'll pay off in the
long run.Take solar panels in many house around the Bay Area.Those homes are
actually selling electricity now.”
n  “Environmental sustainability and just generally responsible practices that don't
destroy the economies/ecosystems of third world countries, natural areas,
underprivileged communities, etc.”

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The results
nowadays?
LOCAL ENGAGEMENT & CSR
n  “I'd like to see companies go more local in terms of their impact on local economies
and markets. I think some of the most successful hotels I've been to have emphasized
"the local" through their menus or in their outing options.”
n  ‘”…investment in social causes… the social causes that a company invests in
pertains directly to the location of the company/hotel and the social, environmental,
and other kinds of issues that are site-specific. (For instance, in a place that has a
significant gender disparity, employ and empower female artisans or entrepreneurs
by featuring their work in the hotel OR direct hotel guests to the shops or markets
where these crafts-women sell their products.”
n  “…community outreach should be a focus. Although the luxury brands might be in
more affluent areas that require less aid, they can still help with things like the
aesthetic value of the area (i.e. holding a gardening day once a month in the
community).”
n  “If corporations invested more in the community, say for instance in education,
especially in the lower income areas the from which they draw their lower level
employees, they would have a more educated and productive workforce.”

+
The results
nowadays?
TRANSPARENCY & QUALITY
n  “Consumers are becoming more cautious nowadays, and we support good causes.
We want to feel good when we purchase.”
n  “I like companies who focus on delivering high quality products and not focus
their energy on ridiculous gimmicks. For alcohol, please focus on the taste not the
shape of the bottle.”
n  “Transparency and sustainability are particularly important as they represent
connection to local communities.Travel modes such as cruises and other
international chains can be problematic for the way that they obliterate local culture
while pulling local people into a system of international capital exchange. A resort
company must provide services while also making it clear that they are maintaining
best practices with regards to hiring, employee treatment, etc.
n  “It's easy to see through marketing bullshit, and I would be more impressed if any
environmental initiatives were indicated in a simple, very subtle way.”
n  “Better hiring practices – treating employees with dignity and respect goes a long
way in the workplace. Increasing respect = friendlier staff = a more pleasant
experience for me.”

+
The results
n  “Technological innovations. I would also make sure I am responsible for the
environment and the rest of the world.“
n  “Global expansion in a way that improves my brand image. Connect better with
the young.”
n  “Technology and innovation, hands down. Global footprint – expanding in an
ethical manner. CSR and transparency are key, too. Consumers are becoming more
cautious nowadays, and we support good causes.We want to feel good when we
make a purchase (definitely a plus, other things being equal)“
n  “Try to go to new lengths to make sure that my hotels are not just flying in a little
slice of the first world to keep the wealthy happy whatever that might mean.”
n  “Green roofs, solar panels, local input and consideration, keep staff happy and
message boards throughout”
n  “A cradle-to-cradle hotel: a hotel that takes out just as much as it puts in. Meaning
wholly, or almost sustainable and ethical. It would involve some bad-ass design
innovation but is completely sustainable and looks aesthetically different, yet,
beautiful would be pretty cool.“

+
The results
n  “Develop the hotel community so that it isn't just a comfortable place to be and be
served. I would like for a hotel to be a place where I can go learn something and
become interested in things via short talks by local experts, dinners, workshops etc
that I can participate in either for little or no charge which I would find enriching for
my mind. I feel cultural and intellectual stimulation could be an area hotels could
explore more of, since the body-health axis and spas are exhausted.”
n  “I would try to make my hotels into entertainment hubs. Hotels can be more than
bedrooms.They can have actual galleries with thought-provoking exhibitions (not
just a series of artworks hung for decorative purposes); they can host concerts (not
just some light music for cafe background music); they can have book clubs and
meetings.”
n  “Innovate, innovate, innovate. Global expansion in the most efficient manner that
solidifies the portfolio of brands. Be more conscious of the environment.The luxury
products and services world has much potential and it is serving a great human need
– the desire to feel good about ourselves. Go Starwood!”

The Future of Travel – Starwood Product Innovation & Digital Brand Initiatives

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