Westin Hotels and Resorts : Operations of a lifestyle

Experience

Kelompok 3 :Melina Margaretha Rini Tri Subekti

Westin Hotels and resorts collagues at parent company Starwood.

Westin was positioned in the upper upscale segment.

Westin have 121 hotels worldwide in october 2005, but Now westin have 203 hotels worldwide.

Westin ensures guests leave feeling better than when they arrived. Westin’s tagline is For A Better You.

Westin Hotel is adopting a new “lifestyle” brand strategy aimed at providing guests with a new service experience.

Westin Overview

Westin Timeline

1930 1946 1947 1954 1969 1978 1980 1983 1991 1994 1999 2001

Western Hotel, Inc was Born

2003 2004

The first guest credit card is issued by western Hotels

Introduce the “Hotel Type” reservation system

Western Hotels involve into Western International

The first hotel to offer 24-hour room service

The First in-house training program

Changing into Westin Hotels & Resorts when celebrate 50th birthday

The first major hotel use credit card reservation & check out system

Personal voice-mail service

Introduce westin kids club &Service Express

Introduce Heavenly Bath & heavenly Crib

Fitness equipment is added to guestrooms

Introduce The Heavenly bed

Introduce Westin WORKOUT powered by Reebok Gym

Heavenly bed was ready for commercialization in may 1999.

The Heavenly bed’s tagline : “Who’s the best in bed”

Westin guest satisfaction increased from 8.2% to 9.1% over the first six-month periode.

Since its introduction in 1999, the Westin Heavenly® Bed was winning accolades as an industry-leading innovation.

The Heavenly Bed

Exhibit 3Westin’s

Heavenly Bed

The Heavenly Bed

Westin launch a “heavenly” line of retail products, the retail product of the heavenly bed such as :

Exhibit 4Bed Program at Major Hotel Brands in 2005 :

The Heavenly Bath

The Heavenly® Bath redefines the shower experience for guests by offering industry firsts such as an exclusive dual-headed shower head and a revolutionary curved shower rod that gives guests eight additional inches of elbow room.

The Heavenly Bath

Retail Product

The Heavenly SPA

Heavenly Spa by Westin™ offers uplifting spa experiences to restore body and soul.

Heavenly Dog Bed

The Heavenly Dog Bed® introduced in 2003.

The Love Dog program included a dogs bed, dogs bowls and a welcome kit.

At Westin we love dog, no additional charge for dogs staying at Westin.

Westin consulted a healthy food for dog to ensure everything completely pet-friendly by the famous dog whisperer cesar Milan.

Westin Kids Club

Westin provides facilities for children's playroom and guest can take advantage of the Westin kids club as nature-inspired destination for adventure, play and wonder.

Westin launch “The Heavenly Crib®” aimed at improving the experience of children and their parents.

Westin Workout

Westin unveiled its “Westin Workout®” powered by Reebook in January 2003.

Westin Workout® filled a gap that Westin had detected in a survey that revealed that to 64% of traveler’s hotel fitness rooms “seemed like an afterthough”

All Workout gear is provided for healthy, responsible adults.

The Market Offering

Create Brand experience

Exhibit 2aProfile of Westin Relative to Competing Brands as of December 2006 :

RevPAR for Westin’s Competing Brands, 1998-2006 :

In the year 1999, westin hotel succeed in launching the hotel’s new product “heavenly bed” and increased revenue dramatically from $ 98.4 to $ 117.13Source: Case authors’ research. Hotels, room numbers and financial data come from the companies’ Annual Reports.

Exhibit 2B

Exhibit 7

Starwood’s Brand Description :

Source : Compiled from Starwood’s Hotels &R esort’s Website

J.D. Power and Associates Guest Satisfaction Surveys, 2001-2006. Select Upscale Market Segment Hotel Brands

Source: JD Power figures come from the annual JD Power and Associates North America Hotel Guest Satisfaction Index.

year westin hilton marriott omni renaissance

average

2001 100 102 107 104 106 100

2002 110 n/a 109 107 114 105

2003 802 784 817 818 823 793

2004 793 758 772 785 784 764

2005 782 770 782 801 796 773

2006 794 793 803 809 804 778

Exhibit 8

Analysis

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