II. Brand Positioning
III. Marketplace Analysis
V. Market Dynamics
VI. Marketplace Insights
VIII. SWOT Analysis
IX. Marketing Mix Analysis
X. Objective and Goal
Located in the heart of New York, the W Times Square is a unique property that caters to both the business and leisure traveler. The brand, which is owned by Starwood Hotels and Resorts, has properties all over the world that emphasize the use of modern design based on their location. The W has been successful by being able to identify that guests want a balance between style and substance when choosing their destination. Based on this notion, their hotels offer a combination of a dynamic property that still provides a superior level of service, comfort and amenities.
From the first property that opened in New York back in 1998, (The W New York on 49th and Lexington), Starwood quickly realized they had something special as they went on to expand to over a dozen properties in a two-year span in destinations such as Los Angeles, Chicago and Seattle. Regardless of what city you are in, the theming of all the W hotels remains consistent as they attract attention with their bright colors and extravagant designs.
“Bang on a Can.” bangonacan. Web. 16 Nov 2015. www.bangonacan.org/about_us
Baten, Edward. General Manager, W New York Times Square. In-person interview. 12 Oct 2015.
Derchi, Monica. Director of Sales and Marketing, W New York Times Square. In-person interview. 16 Oct 2015.
Dev, Sudipta. "NYC & Co Focuses on New Neighbourhood Spotlights." Financial Express. The Indian Express, n.d. Web. 15 Oct. 15.
"DoubleTree Suites by Hilton Hotel New York City - Times Square." DoubleTree Suites New York City. Web. 20 Oct. 2015. <http://doubletree3.hilton.com/en/hotels/new-york/doubletree-suites-by-hilton-hotel-new-york-city-times-square-LGASFDT/index.html>.
Fawaz, Zeina R. “Lifestyle Hotels: The Emergence of a New Creative Class.” Rep. HVS. April 2015.
“Frequent Travel Programs – US.” Mintel Reports. June 2015. Web. 12 Oct. 2015.
"Hotel's Name Important for SEO, Marketing." Hotel News Now (16 Jan 2013) Web.
"Hotel Trends - Branding." Mintel Reports. Feb. 2014. Web. 15 Oct. 2015
“Hotels – Leading Companies.” Mintel Reports. Oct. 2014. Web. 16 Oct. 2015.
“London NYC.” London NYC. Web. 12 Oct. 2015. <www.thelondonnyc.com>
“Marriott Marquis.” Marriott. Web. 12 Oct. 2015. <www. marriott.com/hotelwebsites>.
"New Year's Comes Early to Times Square with Opening of Flagship W Hotel." Business Wire. ProQuest, 26 Dec. 2001. Web. 1 Oct. 2015.
"NYC & Company Launches Refreshed Make It NYC Campaign at IMEX America 2015." Incentive Travel. Incentive Travel & Corporate Meetings, n.d. Web. 15 Oct. 2015.
Oates, Greg. "NYC & Company CEO On the Future of Tourism Marketing For Iconic Tourism Brands." Skift. N.p., 14 Oct. 2015. Web. 15 Oct. 2015.
Olen, Helaine. "The Smaller, Cheaper, Just-for-Us Wedding." The New York Times. The New York Times, 11 Aug. 2012. Web. 22 Nov. 2015.
"Paramount Hotel in New York City's Theater District & Times Square | Home." Paramount Hotel in New York City's Theater District & Times Square | Home. Web. 20 Oct. 2015. <http://www.nycparamount.com/>.
"Passport: City Travel Briefing: New York City." Euromonitor International. Aug. 2015. Web. 16 Oct. 2015.
“Passport: Travel and Tourism: Travel and the Sharing Economy.” Euromonitor International. Sept. 2015. Web. 16. Oct. 2015.
Ponchione, Alissa. "W Hotels Worldwide Unveils Renovation of Iconic W New York-Times Square."NewsRx. ProQuest, 12 Apr. 2009. Web. 1 Oct. 2015.
"Renaissance New York Times Square Hotel." Marriott. Web. 20 Oct. 2015. <http://www.marriott.com/hotels/travel/nycrt-renaissance-new-york-times-square-hotel/>.
Reid, Robert D. and David C. Bojanic, Hospitality Marketing Management. Hoboken, NJ: John Wiley & Sons, Inc., 2010.
Ries, Al, and Jack Trout. Positioning: The Battle for Your Mind. New York: McGraw-Hill, 2001. Print
“Roomful of Teeth.” roomfulofteeth. Web. 16 Nov 2015. www.roomfulofteeth.org/biography-1
"RIU Plaza Hotels." RIU Plaza Hotels. Web. 20 Oct. 2015. <http://www.riuplaza.com/en/home.jsp>.
"Sofitel New York." Luxury Hotel NEW YORK -. Web. 20 Oct. 2015. <http://www.sofitel.com/gb/hotel-2185-sofitel-new-york/index.shtml>.
"Starwood Hotels & Resorts." Starwood Hotels & Resorts. Web. 7 Oct. 2015.
Times Square Alliance. Times Square Alliance, Web. 9 Oct. 2015.
Times Square Economic Impact Update. Rep. HR&A Advisors, 2012. Web. 2 Oct. 2015. <www.timessquarealliance.com>.
"TripAdvisor: Read Reviews, Compare Prices & Book." TripAdvisor: Read Reviews, Compare Prices & Book. Web. 20 Oct. 2015. <http://www.tripadvisor.com/>.
Vernetson, Marianne. Director of Economic Development and Community Relations, Times Square Alliance. Telephone Interview. 5 Oct 2015.
Wall Street Journal, 22 July 2014. Web. 25 Sept. 2015.