Margaux 133FRT4246 - BU059

CORE COMPETENCIES:

TAILOR-MADE STAYS & DETAILSLOCATIONS & VIEW

SPACE & PRIVACY

INSIDE-OUT MODEL:

UNIQUEVALUABLE

RARE

Costly to copy – but, feasible

It’s

a

ll

about

LOCATION

… and

EXCELLENCE

INTERNATIONAL STRATEGY:

GLOBAL GROUPGLOBAL BRAND

BUSINESS-LEVEL STRATEGY:

Focused DIFFERENCIATIONNarrow market = NicheHigh distinctiveness

It is a balanced mix of international quality standards and uniqueness of

services, according to destinations/locations.

Politic

Taxes (Bahamas)Safety and rules of the hospitality industry

Economic

Tourism issuesNational stabilityWillingness to travelForeign currencies

Social

Trend for luxuryAmbassadorsUsing and showing off local cultural values

Technology

Information age Distribution

Facilities

EXTERNAL ENVIRONMENT

Legal

Strategic alliances

Real estate industryGambling restrictions

Environmental

CSR Local issues

Asset for Promotion

COMPETITION LANDSCAPE

POPULARITY

EXCLUSIVE brand

Less

than

30 properties

More than 30

WARWICK HOTELS AND RESORTS

Chain of 55 properties (mostly in Europe). MICE segment

Centrally located / Busiest cities.

Affiliation (chain of volunteers who keep their independence).

It is a different competitive location advantage.

WALDORF ASTORIA

Chain of 28 properties (mostly in Central America). MICE segment

Benefits from legacy and timeless elegance.

Part of HILTON Hotels Incorporation.

Strong competitive advantage thanks to promotion.

O&O should take it as an example for BRANDING actions.

SAINT-REGIS Hotels&Resorts

49 Properties belonging to the group STARWOOD.

EXTREME Customization.Old-fashioned Luxury.

Same competitive advantage of personalized stays.

SHANGRI-LA RESORTS

Group including 83 Hotels (with 47 in China) and 10 resorts (in Asia only)

ASIA PACIFIC LUXURY LEADER !

Trendiest spas and latest technology in guests’ rooms. It is the main competitor of One&Only resorts.

Services are very similar.

FAIRMONT HOTELS AND RESORTS

Canadian chain of 60 resorts

Strong legacy and leader in eco-hospitality.

Partner with WWF National Geographic

An inspiration for O&O which needs to improve its skills in green practices.

Resorts named for skiing and golfing.

Same importance accorded to location!

MY RECOMMENDATIONS for

α BRANDING | Flagship stores | Magazines | Sponsorship |

α CSR | Triple bottom line concerns | Proofs of sustainability |

α COMMUNICATION | Annual report publications | Transparency |

α INNOVATION | In Products & Services | Risks-taker | Staff |

Margaux BU059