复旦大学：《中国市场营销 Marketing in China》课堂展示案例_Shangri-La Hotel

Marketing Presentation Angelina Lu Antoine sfeir SHANGRI-LA hOTELS and resorts

Marketing Presentation Angelina Lu Antoine Sfeir

香格里拉酒店集圃 Agenda: Shangri-la presentation SHANGRI-LA d Industry Overview China hotel 香格里拉酒店集圈 market SHANGRI-LA HOTELS.d量 SORTE high-end Analysis: hotel market business model competitors Shangri-la Services focus, comparative advantages why clients prefer From the Shangri la 4 Ps to 7 Ps Marketing strategies for a service brand The service differentiation

Agenda: Shangri-la Presentation Industry Overview China hotel market Shangri-la Marketing strategies for a service brand From the 4 Ps to 7 Ps Analysis: business model, competitors The service differentiation

香格里拉酒店集圃 Agenda: Shangri-la presentation SHANGRI-LA d Industry Overview China hotel 香格里拉酒店集圈 market SHANGRI-LA HOTELS.d量 SORTE e high-end Analysis hotel market business model competitors Shangri-la comparative 8 clients prefer From the 4 Ps to 7 Ps Marketing strategies for a service brand The service differentiation

Agenda: Shangri-la Presentation Industry Overview China hotel market Shangri-la Marketing strategies for a service brand From the 4 Ps to 7 Ps Analysis: business model, competitors The service differentiation

Industry Overview: 香格里拉酒店集圃 SHANGRI-LA World Travel &Tourism Industry According to the World Travel ourism Councils (WTTC Development Development of world economic research the travel International Travel tourism industry has Hospitality Tourism outperformed the global Industry Industry economy in 2012 Its economic contribution (USS6.6 trillion in GDP) represents 9%of global GDP

Industry Overview: World Travel &Tourism Industry Development of World Travel & Tourism Industry Development of International Hospitality Industry According to the World Travel & Tourism Council’s (WTTC) economic research, the Travel & Tourism industry has • outperformed the global economy in 2012. • Its economic contribution (US$6.6 trillion in GDP) represents 9% of global GDP

Industry Overview: 香格里拉酒店集圃 SHANGRI-LA World Travel &Tourism Industry International tourist arrivals. 2000-2010 Total arrivals volume continue to grow except for declines in 1000 three years 2001: Stagnation caused by 800 9/11 terrorist attack 2009 2003: Modest 1. 6% fall due o the Iraq crisis, the sars 60 outbreak and a weak global 2003 economy 2009: a 3. 8 %decline 400 used by the 2008 economic recession Source: World Tourism Organization

Source: World Tourism Organization Total arrivals volume continue to grow except for declines in three years: • 2001: Stagnation caused by 9/11 terrorist attack • 2003: Modest 1.6% fall due to the Iraq crisis, the SARS outbreak and a weak global economy • 2009: a 3.8% decline caused by the 2008 economic recession Industry Overview: World Travel &Tourism Industry 2003 2009

Industry Overview: 香格里拉酒店集圃 SHANGRI-LA World hospitality Industry Annual percent Change in Value per room 2001-2014E 30% -United state Europe -10% 20% Asian region shows both 20012002200320042005200620072008200920102011201220132014 quick recovery and steady growth in value Per Room http://www.hvs.com/staticcontent/file/trendsinTheinternational after the economic crisis Hospitalitylndustry. pdf

Industry Overview: World Hospitality Industry Annual Percent Change in Value Per Room: 2001-2014E Source: http://www.hvs.com/staticcontent/file/TrendsInTheInternational HospitalityIndustry.pdf Asian region shows both quick recovery and steady growth in Value Per Room after the economic crisis

Industry Overview: 香格里拉酒店集圃 SHANGRI-LA World hospitality industry Regional Breakdown Growth in the direct contribution of Travel Tourism to employment and GDP, 2000-2010 MIDDLE RICA EAST 80% EUROPE PACIFIC 20% Europe Nort Middie Africa Word AMERICAS a Direct T&T Employment Direct T&T GDP Source Oxford EccnomicswTTC ple%202. pdf An the regional breakdown of 2008 and data from WTTC show that Europe and ericas enjoyed about 70% of the world hospitality industry while hospitality industries in Latin America, Middle East, Africa and Asia are developing quickly

Regional Breakdown The regional breakdown of 2008 and data from WTTC show that Europe and Americas enjoyed about 70% of the world hospitality industry, while hospitality industries in Latin America, Middle East, Africa and Asia are developing quickly. Industry Overview: World Hospitality Industry Source: http://www.hotelanalyst.co.uk/sit es/default/files/imce2/ghp%20sa mple%202.pdf

Industry Overview: 香格里拉酒店集圃 SHANGRI-LA World hospitality industry Main Players in the field (the 2012 Rank by total rooms) ANK HOTEL GROUP HEADQUARTER TOTAL ROOMS TOTAL HOTELS 1 InterContinental(洲际 Denham, UK 675982 4602 2 Marriott Internationa|(万豪) Maryland, US 660,394 3800 3 Hilton(希尔顿) Virginia, US 652957 3966 4 Wyndham(温德姆) New Jersey, US 627,437 7432 5 Choice hotels(精选国际) Maryland, US 538,222 6725 6 ACCOR(雅高) Courcouronnes 450,487 3516 France 7 Starwood(喜达屋 Connecticut, US 335,415 1134 Best Western Internationa|(最佳西 方 Arizona. US 312,467 4050 9 Jinjiang Internationa|(锦江国际) Shanghai, China 214,796 1401 10 Home Inns Hotels Management( Shanghai, China 214,070 1772 36 Shangri La(香格里拉) Hong Kong, china 33553 78

RANK HOTEL GROUP HEADQUARTER TOTAL ROOMS TOTAL HOTELS 1 InterContinental (洲际) Denham, UK 675,982 4602 2 Marriott International (万豪) Maryland, US 660,394 3800 3 Hilton (希尔顿) Virginia, US 652,957 3966 4 Wyndham (温德姆) New Jersey, US 627,437 7432 5 Choice Hotels (精选国际) Maryland, US 538,222 6725 6 ACCOR (雅高) Courcouronnes, France 450,487 3516 7 Starwood (喜达屋) Connecticut, US 335,415 1134 8 Best Western International (最佳西 方) Arizona, US 312,467 4050 9 Jinjiang International (锦江国际) Shanghai, China 214,796 1401 10 Home Inns & Hotels Management ( 如家) Shanghai, China 214,070 1772 36 Shangri La (香格里拉) Hong Kong, China 33,553 78 Main Players in the field (The 2012 Rank by total rooms) Industry Overview: World Hospitality Industry

香格里拉酒店集圃 Agenda: Shangri-la presentation SHANGRI-LA d Industry Overview China hote 香格里拉酒店集圈 market SHANGRI-LA HOTELS.d量 SORTE high-end Analysis: hotel market business model, competitors Shangri-la Services focus, omparative advantages why From the Shangri la 4 Ps to 7 Ps Marketing strategies for a service brand The service differentiation

Agenda: Shangri-la Presentation Industry Overview China hotel market Shangri-la Marketing strategies for a service brand From the 4 Ps to 7 Ps Analysis: business model, competitors The service differentiation

Industry Overview: 香格里拉酒店集圃 SHANGRI-LA Hospitality Industry in China Market size Annual Revenue(billion RMB) Room 250 1800000 1600000 he Chinese hotels 1400000 that use starring 1200000 system received 150 10000 2123 billion rmb 800000 n terms of 600000 revenue in 201 400000 1.7 million rooms 200000 in total 19982001200220032004200520062007200820092010 The graph is based on the following sources: Xiaoan Wei, Zhiming Le, Development and Innovation of China Hotel, Beijing: Tourism Education Press, 2011 The 2011 Almanac of chinese tourism

Industry Overview: Hospitality Industry in China • Marketsize The graph is based on the following sources: Xiaoan Wei, Zhiming Le, Development and Innovation of China Hotel, Beijing: Tourism Education Press, 2011 The 2011 Almanac of Chinese Tourism • The Chinese hotels that use starring system received 212.37 billion RMB in terms of revenue in 201 • 1.7 million rooms in total