Project Plaza Part4

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Schmidt&Company

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Schmidt&Company

A case of real blue skies thinking

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Schmidt&Company

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Schmidt&Company Results

2003 REVPAR up 22% on 2002

2003 ADR up 49% on 2002

Palmilla, Mexico opened 2004

Reethi Rah, Maldives opened May 2005

Cape Town (2009)

Muyuni beach, Zanzibar (2009)

Cacique, Costa Rica (2010)

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Schmidt&Company

Case 2 - Dorchester Collection

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Schmidt&Company Project mission

“Dorchester Group Hotels, in conjunction with the BIA,

has the opportunity, over the next 10 years, to become one of the major hotel groups in the

world.

We believe that we are currently in a unique position amongst hotel operators to create an

outstanding hotel company.”

Presentation, Board of Directors Meeting, Dec 2004

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Schmidt&Company Objectives

To better exploit:- 5 Famous properties (tangible assets) Intellectual property: know-how that resides in how

they operated and marketed their hotels

Improve effectiveness of sales and marketing

Create a visible flag for management/marketing activities

By

Defining precisely the attributes and values of the ‘Group’

Creating a meaningful brand promise for clients & consumers

Packaging the product more coherently

Communicating more clearly and consistently

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Schmidt&Company Discovery stage

Reviewed existing strategy documents

5 in-depth interviews with board members

20 in-depth interviews with the senior operations and marketing managers at each property

London, Paris, Milan, Los Angeles

17 interviews with external opinion formers

Short stays at each of the hotels

Market review and competitor analysis

Brand and communications audit of 12 direct competitors

Review of 1-200 guest comment cards per hotel

Design and implementation of guest survey

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Schmidt&Company

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Schmidt&Company

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Schmidt&Company

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Schmidt&Company Positioning territories

Landmarks

QuintessentiallyEnglish

Spirit of the CityClassic witha modern twist

Stellar reputations

Service

Grand palacesCriteria

Motivating & True

Deliverable & Futureproof

Cross-group attributes & values

Collection ofmasterpieces

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Schmidt&Company

Cross-group attributes & values

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Schmidt&Company

ServiceWarm

FriendlyExtraordinary

The DorchesterPrestigiousTraditional

GrandLocationHomely

The Beverly Hills HotelPrestigiousGlamourous

GrandLuxuryHomely

Group attributes & values

Hôtel Plaza AthénéePrestigiousTraditional

ModernDynamicHomely

Hôtel MeuricePrestigiousTraditionalGraciousFrenchHomely

Principe di SavoiaPrestigiousTraditional

GrandStyle

Homely

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Schmidt&Company

The DorchesterPrestigiousTraditional

GrandLocationHomely

The Beverly Hills HotelPrestigiousGlamourous

GrandLuxuryHomely

Group attributes & values

Hôtel Plaza AthénéePrestigiousTraditional

ModernDynamicHomely

Hôtel MeuricePrestigiousTraditionalGraciousFrenchHomely

Principe di SavoiaPrestigiousTraditional

GrandStyle

Homely

ServiceWarm

FriendlyExtraordinary

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Schmidt&CompanyBrand essence: attributes

Prestigious Attributes (Hardware)

Prime LocationsIndividual CharacterMagnificent Interiors

Outstanding FacilitiesSpirit of the Place

Contemporary Heritage

Unique & distinctive propertiesImpressive and sensitive design

Famous suitesDeluxe bathroomsDestination restaurants and barsBranded spas

Distinguished city addressesPremium resort settings

Blend of traditional and modern

Accents of local culture and colour

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Schmidt&CompanyBrand essence: values

Homely Values (Software)

Welcome HomeReal PeopleGenerous ServiceLuxurious ExperienceLocal FlavourIndividual Attention

Where our guests feel they belongGenuine management and staff

Indulgent, passionate and efficient

Sumptuous and lavish ambienceA true taste of where I am

Meeting each guest’s every need

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Schmidt&Company





Prestigious Attributes (Hardware)

Prime LocationsIndividual CharacterMagnificent Interiors

Outstanding FacilitiesSpirit of the Place

Contemporary Heritage

Homely Values (Software)

Welcome HomeReal PeopleGenerous ServiceLuxurious ExperienceLocal FlavourIndividual Attention

Project Plaza Part4

Business

Transcript of Project Plaza Part4