Marketing The W Hotel to Puerto Rican Consumers

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

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

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

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

5. Media Opportunities • Radio Use: • In New York • 93.1 WPAT/ 97.9 WSKQ (Adult Contemporary) • Effective for In-Language Advertising • Will reach 25-50 year old Puerto Rican Consumers • Will reach $35,000+ income Puerto Rican Consumers

6. Media Opportunities Continued • 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

7. Media Opportunities Continued • 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

8. Media Opportunities Continued • 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.

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

10. 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 • 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

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

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

13. Questions?? • Are there any questions?? • Thank you for listening!!