Marketing The W Hotel to Puerto Rican Consumers Group 2 Patrick Libert Gerald Mosley Lisa McBride Lindsay Vaughn

Introduction Puerto Rican Consumers are affluent and educated, and must not be overlooked. Puerto Rican Consumers are affluent and educated, and must not be overlooked. These Consumers are important because they have the means, motivation, and desire for upscale accommodations These Consumers are important because they have the means, motivation, and desire for upscale accommodations The W Hotels in New York should target Puerto Ricans for both rooms and for conventions (family events, business events, and community events) The W Hotels in New York should target Puerto Ricans for both rooms and for conventions (family events, business events, and community events)

Target Market Middle to High Income Puerto Ricans Middle to High Income Puerto Ricans –$35,000 and above Business Travelers Business Travelers –Conventions Social Gatherings Social Gatherings –Salsa and Meringue Fiestas –Quinceanera

Improvements for The W Hotel- Tuscany to Attract Puerto Rican Consumers Additional Menu Items Additional Menu Items –Popular Puerto Rican Cuisine New Amenities & Services New Amenities & Services –Business Amenities –Electronic Amenities –Room Amenities –Extra services and conveniences

Media Opportunities Radio Use: Radio Use: –In New York  93.1 WPAT/ 97.9 WSKQ (Adult Contemporary)  Effective for In-Language Advertising  Will reach year old Puerto Rican Consumers  Will reach $35,000+ income Puerto Rican Consumers

Media Opportunities Continued Radio Use: Radio Use: –In Los Angeles Area  94.3 KBUA/ 98.7 KSYR (Adult Contemporary)  Effective for both English and Spanish  Will also reach target demographic –In Miami, Ft. Lauderdale Area  MEGA 94.9 FM/ 95.7 WXDJ  Effective for In-Language Advertising

Media Opportunities Continued Broadcast Television Uses Broadcast Television Uses –Telemundo (Broadcast)  Great In-Language Opportunity –Univision (Broadcast)  Sports, News, and Entertainment (Spanish) –WAPA-TV (Satellite/ Digital Cable)  Broadcast Live from Puerto Rico

Media Opportunities Continued Time of Day Time of Day –Television  The best time of day for reaching Puerto Rican Consumers is PRIME TIME –Between 7:00PM and 11:00PM –Radio  Best time of Day for Reaching Puerto Rican Consumers is between 6:00AM and 10:00AM.  This is when most Puerto Ricans are listening.

Pricing Strategy A premium pricing strategy should be used A premium pricing strategy should be used Most Puerto Ricans place more importance than non-Hispanics on purchasing prestige brands at popular destinations Most Puerto Ricans place more importance than non-Hispanics on purchasing prestige brands at popular destinations The W Hotel Tuscany

COMPETITORS HILTON- The Hilton New York, a sophisticated hotel in New York City, charges $349-$399 Monday- Thursday; Saturday and Sunday, The Hilton New York charges $379-$449 a night HILTON- The Hilton New York, a sophisticated hotel in New York City, charges $349-$399 Monday- Thursday; Saturday and Sunday, The Hilton New York charges $379-$449 a night MARRIOTT -The New York Marriott at the Brooklyn Bridge, a full-service luxury hotel, charges $319-$339 Monday-Thursday; Saturday and Sunday, the New York Marriot at the Brooklyn Bridge charges $249- $359 a night MARRIOTT -The New York Marriott at the Brooklyn Bridge, a full-service luxury hotel, charges $319-$339 Monday-Thursday; Saturday and Sunday, the New York Marriot at the Brooklyn Bridge charges $249- $359 a night INTERCONTINENTAL HOTELS-The Barclay New York, an luxury Intercontinental Hotel, charges a $459-$579 a night Sunday through Thursday; charges $529-$600 a night on Fridays and Saturdays INTERCONTINENTAL HOTELS-The Barclay New York, an luxury Intercontinental Hotel, charges a $459-$579 a night Sunday through Thursday; charges $529-$600 a night on Fridays and Saturdays

The W Hotel-Tuscany Room & Meeting Rates Room Rate Monday thru Thursday king size bed is $329 Monday thru Thursday king size bed is $329 Saturdays and Sundays, the nightly room rate is $399 Saturdays and Sundays, the nightly room rate is $399 Meeting Room Rate Varies by Event Varies by Event-Size -Number of Guests -Food & Beverage

Conclusion Who? Who? –Puerto Rican businessmen & social gatherings What/Where? What/Where? –The W Hotel New York- The Tuscany Why? Why? –To increase profits and awareness through Puerto Ricans doing business in New York & Miami How? How? –Television –Radio

Questions?? Are there any questions?? Are there any questions?? Thank you for listening!! Thank you for listening!!