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Four Seasons Hotel Singapore (Marketing (Corporate (Pictures of…
Four Seasons Hotel Singapore
Target Audience
Business Clientele
Loyalty Points (17%)
Points Maximiser
SG/Japanese
Comfy Seats & luxurious hours
Frequent Travellers
Belt Tightener (17%) [Price + Like Value Sensitive)
55% JR Position
53% SMEs
73% Travel Domestically
Service Seeker (34%)
Indo/Chinese
< 35 years old
Willing to pay more cash
Value Service, brands, facilities
Stereotypical Suit (32%) [Convenience]
35 years old
Global
Conveniences (Arrival/Departure)
Convenient / Hotel Location
Potential Customers
Millenials
Not as conservative
Value Transparency
Disruptive Mindset
Sharing culture through social media
Constantly Connected
Luxury
Millenials
Comfort/Lifestyle Priority
Will outspend GEN X within the next few years
Personalisation of Itinerary
Recognised as an Individual
Willing to pay loyalty program
Generation X
Accessibility
Convenience
Changing Trends
Modern & Sleek
Intimate, emotional, not just visual
Not just exclusivity but quality
Heritage/Tradition mean little in current trends
2014 survey in US found 78% Millenials rather spend on desirable experience
Marketing
No association with other luxury brands like Ritz Carlton, MBS
No engagement with audience
No emotion/no customer experience in marketing
Social Media posts have no impact/oversaturation
No physical presence outside
Corporate
Pictures of location/services only
No personal human touch, experience marketing
Customer Reviews
Good
Location
Accessible to shopping areas
Quiet area
Breakfast Buffet Quality is awesome
Bad
Food (Not atas)
Wifi (charged)
Customer service
Outdated Interior