My chosen brand is W Hotel. I love the unique take on hotels and their customer service. They are a luxury hotel chain owned by Starwood and marketed towards the younger crowd. They operate in 77 hotels in 33 countries since opening in 1998. W is everywhere in the brand. There is a 24/7 service called Whatever, Whenever which is something that is attractive to a young person who's day doesn't end at 10pm. In addition, they have a Wet Pool and Wired Business Centre so there is a level of consistency. Rooms even have funky names such as Wonderful, Cool Corner and Extreme Wow. Their consumer are millennials who like the hip interior design, and flirty, futuristic lobbies (known as living rooms).
W promote on Snapchat as that is the new digital platform for an interactive brand exposure that gives you feel for the brand. They don't believe in traditional advertising. Experience cant be shown and social media and word of mouth have more of an impact. As the hotel is not just a place to stay they take inspiration from all lifestyle sectors such as music. Coachella being a major hit with millennials they mixed travel with music and used that as a place to promote. As well as music; fashion, design and health play a part in the brand.
The hotels adapt to each destination to make memorable experiences. They're known as the 'wild child' in Starwood and have a huge party scene too. It has the mentality of their opening city of New York where 24/7 is in their nature. They rely on partnerships and exclusive events. The W consumer is a taste maker and lifestyle traveller. It has the personality of an independent hotel with the reliability of a major business one. Their consumer is basically me, I would love to stay in one of their hotels! I am looking forward to learning more about he brand and think there is a broad range of fragrance ideas that can come out of it.
Love,
Shaleen
No comments
Post a Comment