Marketing The W Marketing The W Hotel to Puerto Hotel to Puerto

Rican ConsumersRican ConsumersGroup 2Group 2

Patrick LibertPatrick LibertGerald MosleyGerald MosleyLisa McBrideLisa McBride

Lindsay VaughnLindsay Vaughn

IntroductionIntroduction

Puerto Rican Consumers are affluent and Puerto Rican Consumers are affluent and educated, and must not be overlooked.educated, and must not be overlooked.

These Consumers are important because These Consumers are important because they have the means, motivation, and they have the means, motivation, and desire for upscale accommodationsdesire for upscale accommodations

The W Hotels in New York should target The W Hotels in New York should target Puerto Ricans for both rooms and for Puerto Ricans for both rooms and for conventions (family events, business conventions (family events, business events, and community events)events, and community events)

Target MarketTarget Market

Middle to High Middle to High Income Puerto Income Puerto RicansRicans– $35,000 and above$35,000 and above

Business TravelersBusiness Travelers– ConventionsConventions

Social GatheringsSocial Gatherings– Salsa and Meringue Salsa and Meringue

Fiestas Fiestas – Quinceanera Quinceanera

Improvements for Improvements for The W Hotel- Tuscany to The W Hotel- Tuscany to

Attract Puerto Rican Attract Puerto Rican ConsumersConsumers

Additional Menu ItemsAdditional Menu Items– Popular Puerto Rican CuisinePopular Puerto Rican Cuisine

New Amenities & ServicesNew Amenities & Services– Business AmenitiesBusiness Amenities– Electronic AmenitiesElectronic Amenities– Room AmenitiesRoom Amenities– Extra services and conveniencesExtra services and conveniences

Media OpportunitiesMedia Opportunities

Radio Use:Radio Use:– In New YorkIn New York

93.1 WPAT/ 97.9 WSKQ (Adult 93.1 WPAT/ 97.9 WSKQ (Adult Contemporary)Contemporary)

Effective for In-Language AdvertisingEffective for In-Language Advertising Will reach 25-50 year old Puerto Rican Will reach 25-50 year old Puerto Rican

ConsumersConsumers Will reach $35,000+ income Puerto Rican Will reach $35,000+ income Puerto Rican

ConsumersConsumers

Media Opportunities Media Opportunities ContinuedContinued

Radio Use:Radio Use:– In Los Angeles AreaIn Los Angeles Area

94.3 KBUA/ 98.7 KSYR (Adult Contemporary)94.3 KBUA/ 98.7 KSYR (Adult Contemporary) Effective for both English and Spanish Effective for both English and Spanish Will also reach target demographicWill also reach target demographic

– In Miami, Ft. Lauderdale AreaIn Miami, Ft. Lauderdale Area MEGA 94.9 FM/ 95.7 WXDJMEGA 94.9 FM/ 95.7 WXDJ Effective for In-Language AdvertisingEffective for In-Language Advertising

Media Opportunities Media Opportunities ContinuedContinued

Broadcast Television UsesBroadcast Television Uses– Telemundo (Broadcast)Telemundo (Broadcast)

Great In-Language OpportunityGreat In-Language Opportunity– Univision (Broadcast)Univision (Broadcast)

Sports, News, and Entertainment Sports, News, and Entertainment (Spanish)(Spanish)

– WAPA-TVWAPA-TV (Satellite/ Digital Cable) (Satellite/ Digital Cable) Broadcast Live from Puerto RicoBroadcast Live from Puerto Rico

Media Opportunities Media Opportunities ContinuedContinued

Time of DayTime of Day– TelevisionTelevision

The best time of day for reaching Puerto Rican The best time of day for reaching Puerto Rican Consumers is Consumers is PRIME TIMEPRIME TIME

– Between 7:00PM and 11:00PMBetween 7:00PM and 11:00PM

– RadioRadio Best time of Day for Reaching Puerto Rican Best time of Day for Reaching Puerto Rican

Consumers is between 6:00AM and 10:00AM.Consumers is between 6:00AM and 10:00AM. This is when most Puerto Ricans are listening.This is when most Puerto Ricans are listening.

Pricing StrategyPricing Strategy

A premium pricing strategy should be usedA premium pricing strategy should be used

Most Puerto Ricans place more importance Most Puerto Ricans place more importance than non-Hispanics on purchasing prestige than non-Hispanics on purchasing prestige brands at popular destinationsbrands at popular destinations

The W Hotel Tuscany

COMPETITORSCOMPETITORS HILTONHILTON- The Hilton New York, a sophisticated hotel in - The Hilton New York, a sophisticated hotel in

New York City, charges $349-$399 Monday-Thursday; New York City, charges $349-$399 Monday-Thursday; Saturday and Sunday, The Hilton New York charges Saturday and Sunday, The Hilton New York charges $379-$449 a night $379-$449 a night

MARRIOTTMARRIOTT -The New York Marriott at the Brooklyn -The New York Marriott at the Brooklyn Bridge, a full-service luxury hotel, charges $319-$339 Bridge, a full-service luxury hotel, charges $319-$339 Monday-Thursday; Saturday and Sunday, the New York Monday-Thursday; Saturday and Sunday, the New York Marriot at the Brooklyn Bridge charges $249-$359 a Marriot at the Brooklyn Bridge charges $249-$359 a night night

INTERCONTINENTAL HOTELSINTERCONTINENTAL HOTELS-The Barclay New York, -The Barclay New York, an luxury Intercontinental Hotel, charges a $459-$579 an luxury Intercontinental Hotel, charges a $459-$579 a night Sunday through Thursday; charges $529-$600 a night Sunday through Thursday; charges $529-$600 a night on Fridays and Saturdaysa night on Fridays and Saturdays

The W Hotel-TuscanyThe W Hotel-TuscanyRoom & Meeting RatesRoom & Meeting Rates

Room RateRoom Rate Monday thru Monday thru

Thursday king size Thursday king size bed is $329bed is $329

Saturdays and Saturdays and Sundays, the Sundays, the nightly room rate is nightly room rate is $399$399

Meeting Room RateMeeting Room Rate Varies by EventVaries by Event

-Size-Size

-Number of Guests-Number of Guests

-Food & Beverage -Food & Beverage

ConclusionConclusion Who?Who?

– Puerto Rican businessmen & social gatherings Puerto Rican businessmen & social gatherings What/Where? What/Where?

– The W Hotel New York- The TuscanyThe W Hotel New York- The Tuscany Why?Why?

– To increase profits and awareness through To increase profits and awareness through Puerto Ricans doing business in New York & Puerto Ricans doing business in New York & MiamiMiami

How?How?– TelevisionTelevision– RadioRadio

Questions??Questions??

Are there any questions??Are there any questions??

Thank you for listening!!Thank you for listening!!