JW Marriott Tomorrow Square

Julien DumoulinKendrick Shu

Background

Established 2003 23 Marriott Hotels in Shanghai 85 Marriott Hotels in China

600 Employees

3 Front Office Managers

3 Sales Managers

342 Rooms

SWOTStrengths• Brand recognition• Technical innovations• Employee retention• Central location – People’s Square

Weaknesses• Competitive market – diluted market share• Global expansion – brand dilution

Opportunities• Growing emerging market.• Projected Shanghai footfall

• IE Disneyland• Service innovations• Interior improvements

Threats• Competition price points• Market volatility • OTA rankings

Market Segment

Luxury and mainstream sweet spot

Target Customers

Growing Asia Market

Greater CLV

Asia Travel Boom

Value Proposition

AUTHENTICITY • CULINARY • CULTURE • WELLNESS

Distribution China

Others

Airline bundle

Hotel telephone

Travel agent

Hotel website

Travel website

0% 10% 20% 30% 40% 50% 60% 70%

2%

13%

28%

48%

52%

58%

Most frequently used channels to book a hotel in China (% respon-

dents – multiple choices)

OTA (73%)

34%

450M users

22%

Distribution JWOTA

Brand.com

Travel agencies

Front office

Other

Pricing Strategies

(Tue/Fri in ¥) Jun 2015 Jul 2015 Aug 2015 Sep 2015 Oct 2015

Brand 1085/993 1085/993 1085/993 1453/1269 1729/1361

OTA 1085/993 1085/993 1085/993 1453/1269 1729/1361

Front Office 1500 1300 1400 1600 1800

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