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IHGStaybridge | Candlewood
People | Markets | Technology
MARKET Research Goals
Show the current market space of Extended Stay Hotels,emphasizing Staybridge & Candlewood
Privileged information Brands in relation to one another
Gaps and opportunities in the current market space
Disparities within a brands
MARKET Research Process
MARKET RESEARCHPROCESS
Phase 1 gather data gain basic familiarity with the industry and CandleBridge
Phase 2 condense pertinent, privileged CandleBridge data execute standardized research of a cross-section of the extended stay hotels
Brand
Customer Satisfaction
AwarenessStaybridge
AwarenessCandlewood
Staybridge Suites
IDENTITY REFRESH Logo/colors
Hotel Design
Tone-of-voice
Consistent Nomenclature
Social Media Platform
Media Spend unlikely to change
Social Media Platform
IDENTITY REFRESH
1 2The first Social Media expected deliverable of this project is for the selected agency to create a virtual social hub to engage the brand, hotel teams, and guests.
The second expected deliver-able is the creation of an in-novative messaging platform that reflects a consistent brand voice. This could employ Face-book, Twitter a blog, pre-stay and post guest communica-tions, and on-going dialogue.
Social Media Strategy
HotelsStudied
Price Point
Overall Costs With Fees AcrossExtended Stay Brands (from highest to lowest)
Staybridge SuitesHomewood SuitesResidence InnHyatt Summerfield SuitesCandlewood SuitesMainStay SuitesTownePlace SuitesHawthorn SuitesHomestead Studio SuitesExtended Stay AmericaStudio 6
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1011
Brand Statements Staybridge - “Get Comfortable” (Principles - warmth flexibility comfort community)
Candlewood - “Feel Free” (Principles - independence value informal uncomplicate)
Homewood - “All the comforts of home”
Towneplace - “Live comfortably, convinently, affordably“
Residence Inn - “Thriving on the road”
Extended Stay America - “Value Extended”
Studio 6 - “More in your room less on your bill”
Hyatt - “More comfort , more style , more connection , more like home”
Online Experience | Staybridge Suites
Who is Staybridge Suites?
According to their website, they are:
Cozy | Traditional | Warm
Online Experience | Staybridge Suites
Who is Staybridge Suites?
According to their website, they are:
Cozy | Traditional | Warm
1) Find Hotel(Enter location and
length of stay)
2) Reservation Desk(Select hotel within
options in preferred city)
3) Information(Basic hotel and location
information)
4) Room Rates(Based on number of
beds, also smoking prefs)(Input personal info)
Hotel Photos & InfoAt a Glance
Location InfoWhat’s Nearby
Local Experience | Staybridge Suites
“Get Comfortable”
Online Experience | Candlewood Suites
Who is Candlewood Suites?
According to their website, they are:
?
Online Experience | Candlewood Suites
Who is Candlewood Suites?
According to their website, they are:
?
1) Find Hotel(Enter location and
length of stay)
2) Reservation Desk(Select hotel within
options in preferred city)
3) Information(Basic hotel and location
information)
4) Room Rates(Based on number of
beds, also smoking prefs)(Input personal info)
Hotel Photos & InfoAt a Glance
Location InfoWhat’s Nearby
local Experience | Candlewood Suites
“Feel Free”
Online Experience | Residence Inn
Who is Residence Inn?
According to their website, they are:
Upscale | Executive | Modern
Online Experience | Residence Inn
Who is Residence Inn?
According to their website, they are:
Upscale | Executive | Modern
1) View Story(Multiple boxes highlight
to view options)
2) Find & Reserve(Multiple hotels listed in
each city)
3) Guest Info(Basic guest information,
credit card, etc.)
4) Complete Reservation
(Select room type and see costs)
(Input personal info)
Room PreferenceSingle/Double
Pillow PreferencePillow, extra foam, etc.
AccessibilityChoose if you have special
needs
Video TourIntroduction to the
Residence Inn brand
View StoryReal guest photos and
stories
View PhotosGeneral hotel photos, not
Learn MoreAdditional information on
Residence Inn
Local Experience | Residence Inn
“Thriving on the road.”
Online Experience | TownPlace Suites
Who is TownePlace Suites?
According to their website, they are:
Hip | Easy | Friendly
Online Experience | TownPlace Suites
Who is TownePlace Suites?
According to their website, they are:
Hip | Easy | Friendly
1) Scroll through hotel & amenity
images
2) Select hotel(Multiple hotels listed in
each city)
3) Hotel Info(Basic info on everything
about hotel & city)
4) Rooms & Rates(Select room type and
see costs)
5) Guest Info & Con-
(Input personal info)
Photo Tour
and city photos
MapsSee are where hotel is
located
Top AttractionsTop things to do in near the
hotel and in the city
AccessibilityChoose if you have special
needs
Pillow PreferenceDown featers, synthetic, etc.
Room Location
near elevator
Deals at this HotelSelect various price
promotions
Local Experience | TownePlace Suites
“Live comfortably, convinently, affordably.”
Online Experience | Homewood Suites
Who is Homewood Suites?
According to their website, they are:
Profetional | Home | Traditional
Online Experience | Homewood Suites
Who is Homewood Suites?
According to their website, they are:
Profetional | Home | Traditional
1) Find Hotel(Date, location, number
of guests)
2) Hotel Results(Multiple hotels listed in
each city)
3) Hotel Info(List of attractions &
amenities)
4) Check Availability(Select room type and
see costs)
5) Select Room & Rate
(Input personal info)
Accomodations
and city photos
Services & AmenitiesSuite Start Breakfast,
Welcome Home Reception
Groups & MeetingsEvent resources
AccessibilityChoose if you have special
needs
SmokingNon or smoking rooms
Bed TypeSingle/Double
Local GuideEntertainment/Recreation/
Local business
Local Experience | Homewood Suites
“All the comforts of home.”
Online Experience | Extended Stay America
Who is Extended Stay America?
According to their website, they are:
Cheap | Basic | Comfortable
Online Experience | Extended Stay America
Who is Extended Stay America?
According to their website, they are:
Cheap | Basic | Comfortable
1) Reserve room(Date, location, number
of guests)
2) Select hotel(Multiple hotels listed in
each city)
3) Select room type(Also select smoking
preferences)
4) Enter guest info(Basic info, credit card,
etc.)(Receive email verifying
reservation)
Info & Photos
and lists amenities
What’s Nearby?Restaurants, shopping,
hospitals, etc.
Services & PoliciesBasic rules and regulations and description of services
City GuideDescription of the city with recommended things to do
Local Experience | Extended Stay America
“Value extended.”
Demographics
called h
otel (800)
called h
otel n
on
(800)
web
(ho
tels site)
web
(no
n-h
otel site)
web
(airline
packag
e bo
okin
g)
web
(corp
orate
self-bo
okin
gsite)
oth
er
25%
0%
50%
75%64% Web Based Reservations
100% Reservation Methods
staybridge suites
entire extended stay market
Staybridge M-v-F 64% Female, 36% Male 61% 18-49 age Candlewood M-v-F 56% Female, 44% Male 64% 35-50+ age
Residence Inn M-v-F 54% Female, 46% Male 64% 35-50+ age
TownePlace Suites M-v-F 54% Female, 46% Male 64% 35-50+ age
Extended Stay America M-v-F 55% Female, 45% Male 39% 35-50+ age
Hilton Homewood M-v-F 55% Female, 45% Male 40% 35-49 age
Consumer Demographics | M & F
Staybridge Income 15% $0-30k 28% $30-60k 38% $60-100k 19% $100k
Candlewood Income 13% $0-30k 24% $30-60k 31% $60-100k 32% $100k
Residence Inn Income 9% $0-30k 18% $30-60k 35% $60-100k 38% $100k
TownePlace Suites Income 9% $0-30k 18% $30-60k 35% $60-100k 38% $100k
Extended Stay America Income 11% $0-30k 24% $30-60k 35% $60-100k 31% $100k
Hilton Homewood Income 8% $0-30k 20% $30-60k 35% $60-100k 37% $100k
Consumer Demographics | Lifestyle
Family Type
Staybridge 41% Have Kids
Candlewood 66% Have No Kids
Residence Inn 64% Have No Kids
TownePlace Suites 64% Have No Kids Extended Stay America 66% Have No Kids
Hilton Homewood 59% Have No Kids
Consumer Demographics | Lifestlye
Staybridge Business/Pleasure Extended Stay is Business Short Term Stays is Pleasure Roughly 35% Extended Stay
Candlewood Business/Pleasure Extended Stay is Business Short Term Stays is Pleasure Roughly 40% Extended Stay
Residence Inn, TownePlace Suites, Extended Stay America, Hilton Homewood Business/Pleasure Similar Stats to the CandleBridge Brands
Consumer Demographics | Lifestlye
Consumer Demographics | Digital Devices
Business- 88% Laptop Computer 75% Cell Phone 66% Digital Camera 48% Blackberry or PDA (increasing) 47% iPod (increasing) 22% Portable Video Player 20% Handheld Video Games 6% Other Video Games (decreasing) 1% None of the Above
Leisure- 73% Laptop Computer 78% Cell Phone 76% Digital Camera 36% Blackberry or PDA (increasing) 39% iPod (increasing) 22% Portable Video Player 24% Handheld Video Games 4% Other Video Games (decreasing) 1% None of the Above
Check eMail (decreasing)Read/Surf the Internet
Online ShoppingInstant Messaging
Send/Receive PhotosDownload/Listen Music
Social Networking Sites (increasing)Video Software - Skype (increasing)
Read BlogsWatch TV shows
Play online GamesWatch Movies
Use Open Chat Rooms (increasing)Listen to Podcasts
Update Personal BlogsParticipate in Online Sports Leagues
Online GamblingOther
Consumer Demographics | Digital Device Use
Business85%62%46%43%38%34%34%29%27%26%26%21%20%18%14%13%11%10%
Leisure88%71%36%32%27%21%26%12%17%18% 30%23%12%12%9%
78% of Extended Stay Hotel Users Access the Internet During Their Stay
OnlineExperience
OFFICIAL CORPORATE ACCOUNTS
Staybridge Suites = none
Candlewood Suites = none
Marriott Towneplace = none
Marriott Residence = none Extended Stay America = YES Hilton’s Homewood Suites = YES
INDIVIDUAL HOTEL ACCOUNTS
Staybridge Suites = 30+
Candlewood Suites = 30+
Marriott Towneplace = 20+
Marriott Residence Inn = 60+
Extended Stay America = 1+
Hilton’s Homewood Suites = 40+
INDIVIDUAL HOTEL ACCOUNTS
Staybridge Suites, West Chester, OH = (370 / 262 / 100)
Candlewood Suites, Pittsburgh, PA = (1528 / 1234 / 1167)
Marriott Residence Inn, Oklahoma City, OK = (1392 / 1076 / 171)
Marriott Towneplace, Pensacola, FL = (918 / 637 / 58)
Extended Stay America, = (7 / 65 / 0)
Hilton’s Homewood Suites, Corporate Account = (2001 / 1222 / 722)
(following / followers / tweets)
Staybridge Suites = 179
Candlewood Suites = 245
Marriott Residence Inn = 261
Marriott Towneplace = 99
Extended Stay America = 297
Hilton’s Homewood Suites = 282
Total PAGES
Most Liked PAGES
Staybridge Suites, Times Square, NYC, NY = 511
Candlewood Suites, Corporate = 439
Marriott Residence Inn, Charleston, SC = 795
Marriott Towneplace, Fredericksburg, VA = 723
Extended Stay America, Corporate = 43
Hilton’s Homewood Suites, Corporate = 1312
GOWALLASpots*
Staybridge Suites = 102
Candlewood Suites = 83
Marriott Residence Inn = 157
Marriott Towneplace = 23
Extended Stay America = 48
Hilton’s Homewood Suites = 102
*Users ‘check-in’ at “Spots” in their local vicinity.
GOWALLA People/Check-ins
Staybridge Suites, Austin, TX = 25/61
Candlewood Suites, Ft. Worth, TX = 22/60
Marriott Residence Inn, Austin, TX = 376/632
Marriott Towneplace, San Jose, CA = 43/208
Extended Stay America, Austin, TX = 49/87
Hilton’s Homewood Suites, Seattle, WA = 22/60
Searches for hotels in different categories yielded high results for Austin, TX. It seems to be a location saturated with not just Gowalla but Foursquare use as well.
User Statistics
male
female
kids
w/o
kids
age 3—
11
age 12—
17
age 18—
34
age 35—
49
age 50+
$0 — 30k
$30 — 60k
$60 — 100k
$100k+
no
colleg
e
colleg
e
grad
uate ed
u.
demographics
25%
0%
50%
75%
age earnings education
Primarily 18 - 34 yrs +$60000 Anual income No Children
User StatisticsPrimarily 18 - 34 yrs +$60000 Anual income
w/o
kids
Media Profile
Both Staybridge and Candlewood have an annual waxing and waningof news media mentions
Digital news media mentions are directly correlated to the amount of searches made for “Staybridge Suites” and “Candlewood Suites”
The highest correlation of article topics were: The opening or constructions of new Staybridge or Candlewood hotels Mentions within articles pertaining to IHG as a whole Editorials and reviews of particular hotel policies and programs
The highest date of digital media mentions was in June 2007
Review Sites
Reviw Site Users
Most common were general “happy customer” reviews
Negitive reviews usualy fall in to comlaints about a speciffic occurance
Those that don’t often seem to be connected with perticular hotel locations
The content of the review often falls in to categories based upon the reviewers personality, often saying more about them than the hotel
Review Sites
Patterns Learned
Sites that contained the most substitutive reviews often contained rating polls addressing basic topics preceding the writing space
The ability for users to not only comment on hotels but also on the reviews and posts of others is essential for building user community
Allowing users to use social media logins from other sites not only increases the ease of use but also increases the profile of all parties
Some hotels would actively participate in review sites addressing the concerns of unhappy users while staying connected with its clientele
Some highly active users employ the review sites as social networking sites expanding to topics like recommendations and tours of local sites
Insights/Opportunities
Lack of awareness is a big problem.
The majority of Staybridge/Candlewood demographics do not appear to be involved in typical social media networks.
However, the vast majority of extended stay customers take advantage of internet access during their stay.
There appears to be few examples of extended stay hotels truly engaging guests via soial media.
There is a large, tempting, vacant space online waiting to be filled, but guests/users must be pursued.
“In moving forward, you must be cognizant of where the true power of social technology lies: not in the technology itself but in the people who use it. Movements that begin online must be backed by real-life action; otherwise, there is no point.”
-Jennifer Aaker & Andy Smith, The Dragonfly Effect
Check eMail (decreasing)Read/Surf the Internet
Online ShoppingInstant Messaging
Send/Receive PhotosDownload/Listen Music
Social Networking Sites (increasing)Video Software - Skype (increasing)
Read BlogsWatch TV shows
Play online GamesWatch Movies
Use Open Chat Rooms (increasing)Listen to Podcasts
Update Personal BlogsParticipate in Online Sports Leagues
Online GamblingOther
Consumer Demographics | Digital Device Use
Business85%62%46%43%38%34%34%29%27%26%26%21%20%18%14%13%11%10%
Leisure88%71%36%32%27%21%26%12%17%18% 30%23%12%12%9%
