‘ALOHILANI STRATEGY PRESENTATION 12 JULY 2016
TODAYS AGENDA 1 BACKGROUND & OBJECTIVES 2 GUIDING THOUGHTS 3 TARGET CONSUMERS 4 BRAND ESSENCE WHEEL 5 NEXT STEPS 2
BACKGROUND & 
 OBJECTIVES 3
BACKGROUND ‘Alohilani, currently known as The Pacific Beach Hotel, is undergoing extensive renovations
The brand will “re-launch” in 2017 with
• 839 newly designed rooms
• A new name
• New dining outlets
• A whole new look
• New shopping outlets
• An appeal to a new level of guest
• Entirely redesigned resort pool deck
• A higher price point
• Meeting facilities
4
OBJECTIVES BRAND POSITIONING Develop a brand positioning for ‘Alohilani that will serve as the foundation for creative development on the new brand, as well as for an internal filter to help guide decisions on-property for the future.
COMMUNICATIONS PLAN Develop a Communications Plan to best reach our various audiences.
CUSTOMER JOURNEY Once we choose positioning, ideate on the ways it could come to life through all parts of the customer journey.
5
CREATIVE PLATFORM Develop a creative platform for all marketing activities.
OUR PROCESS: PHASE 1 1
IMMERSION
•
Reviewed existing internal documents
•
•
2
STAKEHOLDER INTERVIEWS
Had discussions with team members and stakeholders
Developed Strategy Recommendation
Desk research on Hawaii, Oahu and Waikiki Beach
• Pasty Narimatsu
• Target Consumer
• Keith Vieira
• Brand Essence
Site Visit
• Neal Yokota • Ramsay Taum • Kazu Watanuki
6
3
STRATEGY DEVELOPMENT
OUR PROCESS: PHASE 2 4
CREATIVE DEVELOPMENT
• Creative platform development • Proof of concept in print, digital and activation ideas • August 2016
5
CREATIVE EXECUTION
Bringing the selected creative platform to life through:
As we approach opening:
• Asset creation (photography, video, illustration)
• Creative roll-out, versioning, adjustment
• Creation of finalized print, digital, collateral materials
• Promotional support
• Development of on-site activation through in-room materials, OS&E, partnerships etc.
7
6
BRAND ACTIVATION & ONGOING SUPPORT
• Communications planning finalization and activation
GUIDING THOUGHTS 8
1 9
IT’S NOT A RENOVATION, IT’S AN ENTIRELY NEW HOTEL FOR AN ENTIRELY NEW CUSTOMER
IT’S NOT A RENOVATION, IT’S AN ENTIRELY NEW HOTEL FOR AN ENTIRELY NEW CUSTOMER From 2-3 Star to 4-4.5 Star
1
From $180 to $270 ADR From wholesale tours to FITs
$180
$270
From being known as “a Japanese tour hotel” to becoming an international lifestyle destination
We’re speaking to a new customer who didn’t even know the property existed before because they were hotel-shopping in a different tier.
10
AND, WE NEED TO BRING IN A LOT OF THOSE NEW CUSTOMERS “HOTEL MATH” 839 Rooms x 365 days a year = 306,235 potential room nights 95% occupancy rate on 306,235 room nights = 290,923 nights 290,923 / 5 night average stay = 58,184 stays
THE CHALLENGE In Year 1 we need to influence more than 58,000 people to try a brand new boutique hotel in a market of established and well-known competitive options.
11
1
2 12
THE TIMING COULDN’T BE BETTER
THE TIMING COULDN’T BE BETTER 2015 was a record year for Hawaiian tourism
2
(5.8 million visitors, up 5%). Thanks to record-low oil prices, the cost of air travel is down. More flight options are becoming available with the addition of carriers such as Virgin America, Jin Air, and AirAsia X. There hasn’t been a major renovation or new hotel on Waikiki beach since The Trump Hotel in 2008.
13
3 14
WAIKIKI IS WELL-POSITIONED FOR A GROWING TARGET AUDIENCE THAT SEEKS A MORE ACTIVE, URBAN EXPERIENCE IN A RESORT ENVIRONMENT
3
WHY WAIKIKI?
1
15
Waikiki is an urban island playground for active travelers who want to sample nature’s tropical beauty and the special culture of Hawaii.
2
It’s a unique fusion of city and country, American and Hawaiian, modern and historic.
3
People come from all over the world, bringing a diversity of cultures and an energetic “there’s always something going on and something to see” vibe.
4
Waikiki Beach is just one of those iconic places you have to visit. The surf. The sunsets. The people watching.
WHY WAIKIKI?
5
The convenience of an urban center is unparalleled in a resort environment Direct flights with a short ride from the airport to your hotel.
6 16
Don’t need a car to get around but you have the option of jumping in to one and being able to quickly access Jurassic Park-like jungles, volcanoes and remote areas of the island.
3
At your door-step is an urban environment offering everything from luxury shopping to local boutiques and galleries to an extensive variety of dining options and bustling nightlife scene.
It inspires travelers to get out of their hammocks and do more, so they leave the Island more energized than when they arrived.
4 17
‘ALOHILANI GIVES THEM MORE OF WHAT THEY’RE LOOKING FOR WHEN THEY COME TO WAIKIKI
WHY ‘ALOHILANI? 1 SUPERIOR LOCATION 2 AUTHENTICALLY HAWAIIAN 3 FULL-SERVICE BOUTIQUE HOTEL
18
4
WHY ‘ALOHILANI? 1. SUPERIOR LOCATION
4
• 9 miles from Honolulu Airport • On the outer edge of the beach, more quiet and away from the congested touristy areas • More desirable, deeper beach with calm water swimming area in front but access beyond to a “main break” for surfing • Walking distance to Royal Hawaiian Shopping Center, Honolulu Zoo and various popular restaurants, entertainment and boutique shops including a huge luxury shopping destination, International Market Place, opening 2 blocks from hotel (Saks Fifth Avenue anchor) • Bus and trolley stops nearby so you don’t need to have a car
19
WHY ‘ALOHILANI? 2. NATURALLY-INTEGRATED AND AUTHENTICALLY-HAWAIIAN FEATURES CELEBRATE THE LOCAL AREA AND CULTURE
4
• Top to bottom renovation in a beachy-modern style designed to allow the outdoors in and provide a fresh, spread out feel not found in other Waikiki hotel options. • Property offers dramatic views of the Pacific Ocean and world-famous Diamond Head Crater and State Monument, where you can sit on the patio in the evenings to watch the sunset or during the day to watch the surfers. • Oceanarium aquatic experience – 3 stories high, with over two thousand sea animals and countless opportunities for memorable eye-to-eye, nose-to-nose encounters in the largest indoor Oceanarium in Honolulu. Self-guided and docent-led educational tours including hands on interactive touch pool activities for children. • Thoughtful touches of “nature” like turn-down service focused on the lunar calendar. • Authentic and ownable cultural touches inspired by the Queen who once vacationed in the area (e.g. favorite flowers and music will be enjoyed throughout.)
20
WHY ‘ALOHILANI? 3. INDEPENDENT BOUTIQUE HOTEL OFFERING FULL SERVICES
4
• ‘Alohilani name itself signals uniqueness and a local flavor not found in other big box brand hotels • Guest room furnishings, bathroom and décor designed by the world-renowned Rockwell Group • Large resort-style pool and waterview-sundeck offer a better outdoor experience than other hotels in Waikiki • Morimoto restaurant plus other bars and dining options • Full service spa • Plentiful retail options including name brands and local designers and artisans • In-house 24-hour fitness center • Use of tennis courts, golf cages and putting green
21
5 22
‘ALOHILANI IS POISED TO FILL A NEED IN THE MARKET BETWEEN TOURISTY HAWAIIAN AND BIG BOX ANONYMITY
‘ALOHILANI’S STYLE OF AUTHENTICITY ‘Alohilani will be able to deliver an authentic Hawaiian experience through well-designed, thoughtfully-chosen modern elements that also integrate with the natural environment and tie in with the property’s history.
It will be able to deliver the Hawaiian experience in a way that is fresher, more authentic, and more decidedly modern than the “grass skirtcoconut bra” motif so often seen in Waikiki.
23
6 24
WE NEED TO MAKE THE QUEEN RELEVANT
WE NEED TO MAKE THE QUEEN RELEVANT History for history’s sake won’t be meaningful or differentiating.
25
We should focus on the Queen’s core values and how they INSPIRED hotel signatures today. (flowers, music, statue, etc.)
These “Inspired Touches” should feel more modern than historical - so what would the Queen do today if she were here?
6 At a minimum, the Inspired Touches will be unique to ‘Alohilani, and for those guests to choose to engage and learn more, they will provide an additional layer of authentic connection to the local culture that other properties simply can’t match.
THE QUEEN STILL RULES HERE At a time and in a place where authenticity matters so much, when affluent travelers crave what’s genuine, the Queen keeps us on track. That matters in Waikiki because too much of what is presented as “Hawaiian” is overly simplified, painfully stereotyped, or just lost altogether.
6
The Queen is our touchpoint, our inspiration, our guide. Our last monarch, a vigorous supporter of our culture and our independence, her sensibility about who we are and what matters here points the way for us. Because Hawaii isn’t kitsch, it’s a culture. It’s our culture, and it’s our job to show guests how the spirit of Hawaii infuses all of life here. The Queen wants to know, “Is it us? Is it in our roots? Can we make it meaningful for today?” If what you bring back from your Hawaiian trip is a can of macadamia nuts and a suntan, we’ve failed. But if instead what you bring back is a sense of how a native culture can shape your experience and make it richer, then we did right. We got you closer to local, and you’ll be back. Because now you’ve got a memory worth holding on to, and now you appreciate why life here is so seductive. Thank the Queen.
26
7 27
THERE’S A TENSION BETWEEN BEING “COOL” BUT STILL ACCESSIBLE
THERE’S A TENSION BETWEEN BEING “COOL” BUT STILL ACCESSIBLE 800+ room hotel that needs to be sold 365 days a year Must be aspirational and cool, but in a way that has
Having
28
A STRONG PERSONALITY
“MASS APPEAL”
7
to the types of guests traveling to Waikiki
with a real voice and point of view will help it stand out
TARGET CONSUMERS 29
THE NEW ADVENTURISTS
They represent a growing trend towards venturing farther and wider when it comes to travel, seeking out a variety of more active experiences, with a desire to learn and explore as individuals rather than against a scripted plan. Whether the traveler is coming from mainland U.S. or Japan or other locations, they come to Oahu seeking similar experiential benefits.
30
CONSUMER TRENDS DRIVING THIS TARGET Many of the traditional past-times associated with “affluent leisure� are not the most popular today. Only a few decades ago, golf, sailing and tennis were the recreational sports synonymous with affluence. Today, only 11% of affluent Americans according to the Resonance Report* seek a golf course on vacation, just 9% look for a destination with a marina and a mere 7% want tennis courts. The old ideas about affluent recreation appear to be just that.
32%
Enjoy participating in once-in-a-lifetime experiences
45%
Enjoy learning new things or would like to try something new
33%
Want to visit a rare or remote landscape
19%
Want to visit an endangered part of the world
13%
want to take an active/adventure vacation in the next 12-24 months
*Resonance Report 2013 U.S. Affluent Travel and Leisure (1,200 consumers with HHI $150k+)
31
CONSUMER TRENDS DRIVING THIS TARGET According to the Virtuoso 2016 Travel Trends report, the Top 5 Travel Motivations are:
32
1
EXPLORING NEW DESTINATIONS
2
SEEKING AUTHENTIC EXPERIENCES
3
REST AND RELAXATION
4
SPENDING TIME OR RECONNECTING WITH LOVED ONES
5
PERSONAL ENRICHMENT
THE NEW ADVENTURISTS WHO ARE THEY AND WHERE DO THEY COME FROM? Affluent - $75k+ or equivalent HHI 3-4 star frequent travelers, both domestic and international travel
US Mainland & Canada
Asia
Originating Markets
Originating Markets
Major metros with a large affluent population such as Los Angeles, San Francisco, Seattle, Chicago, and New York
Primarily Japan followed by China, Korea, and Australia
Lifestage Families with young kids or teens, couples and honeymooners, retirees
Lifestage Couples, multi-generational families, and “Older Office Ladies� (skew towards shopping as a key activity)
Competing Options Mexico, Central America and Caribbean primarily, also Europe
33
Competing Options Southeast Asia, Korea, Guam
THE NEW ADVENTURISTS WHAT ARE THEY LOOKING FOR IN THEIR WAIKIKI EXPERIENCE? Paradise Convenient Hawaii offers a very different feel geographically and environmentally…volcanoes, rain forest, beaches… and it’s at least a 5-hour flight to get to this island in the middle of the ocean, so you feel like you’ve really gotten away to a “foreign” paradise. At the same time, there are plentiful non-stop flights from many major cities to Honolulu. For the mainland US traveler they like to be able to use same currency, speak English, not need a passport and be able to find familiar foods and brands. Guests enjoy being able to access so much in one convenient place - from global luxury brand shopping to local and discount boutiques, to urban nightlife dining, culture and entertainment all within walking distance of the beach.
34
THE NEW ADVENTURISTS WHAT ARE THEY LOOKING FOR IN THEIR WAIKIKI EXPERIENCE? Efficient Exploration Never content to “just sit around” - the day needs to be filled with interesting activities and things that make them feel like they’re getting the most out of their trip, and certainly taking advantage of the “mustdos” in the places they visit. When they return home and someone asks, “So did you ___?” they want to be able to say “Oh yeah, of course, and it was amazing!” Because everything is located close by, the guest can do a lot of exploring in a relatively short time without investing a lot of effort in making it happen.
35
THE NEW ADVENTURISTS WHAT ARE THEY LOOKING FOR IN THEIR WAIKIKI EXPERIENCE? Quest for Authenticity The New Adventurist would rather rent a car and venture out on their own than take a pre-packaged tour. They would rather swim with the dolphins in a natural open-ocean environment rather than, say, a more artificial one located inland. While in Waikiki they will take advantage of the rich urban environment and visit a museum or an art show and shop in some of the local boutiques to pick up something that could only be found in Hawaii. They may enjoy the more “gritty� areas of Chinatown and will generally find the resurgence of the downtown area to be very appealing.
36
THE NEW ADVENTURISTS WHAT ARE THEY LOOKING FOR IN THEIR WAIKIKI EXPERIENCE? Adventure (within bounds) They’ll take a hike around Diamond Head, jog along Waikiki beach or try stand-up paddle-boarding. Some may even add a surfing lesson to the list on another day. But they probably aren’t going to venture too far off the beaten path…they want to feel like they’ve gotten “out there,” and will certainly take many Instagrammable pictures with stunning views as a backdrop, but they probably won’t make an unmapped trek into the forest or venture into the more adrenaline-based types of activity. They still want to be back at the resort in time to get ready for dinner in a restaurant where they can try new things, but within the context of a familiar-feeling menu.
37
DESIRED CONSUMER RESPONSE WHAT THEY THINK AND DO NOW
Waikiki Repeaters (about 2/3 of our audience)
Waikiki First Timers
The Travel Trade
38
We’ve been to Waikiki a few times now. There’s nothing else like it - a tropical paradise in the middle of a city full of great shopping, dining, and cultural activities. We love going back to our favorite places when we visit, but are also always up for trying something new.
I’ve always wanted to go to Hawaii. The convenience of a direct flight is important and we want to be close to the action, near the shopping, and right on the beach of course. I’ve heard that it can be crowded sometimes so we want to find a place that lets us spread out a little. We want to have a “real” Hawaii experience, but not so much that it feels kitschy. Since we don’t know the area well, we’ll probably stay at one of brands I trust. Although it can be fun to try a boutique property too.
I’ve never booked the Pacific Beach Hotel for my clients because I tend to work the higher end of the market. I’m always on the lookout for new hotels in the 4-star category to recommend to my clients.
WHAT WE WANT THEM TO THINK AND DO Wow, there’s a brand new luxury hotel in Waikiki that looks amazing. I’m going to book there instead of my usual spot.
I’ve heard that ‘Alohilani is the hot new place to be in Waikiki. I’ve checked it out and it has everything we’re looking for - a fresh, cool, modern vibe and a place that feels like it’s going to give us an authentic experience of Hawaii.
They’ve really done some great things with the ‘Alohilani property, and I feel like I’ve been hearing a lot about it lately. I’m excited to recommend it to my clients.
BRAND ESSENCE WHEEL 39
BRAND ESSENCE WHEEL A TOOL TO CAPTURE THE RATIONAL AND EMOTIONAL ELEMENTS OF THE BRAND IN ONE PLACE • How consumers would describe the brand • What it does for them • How it makes them feel and look to others • Brand personality & symbols
SUMMED UP IN 3 CORE WORDS • Designed to capture the essence of the brand in a way that sets it apart from the competition. • Think of the core as 3 legs of a stool, designed specifically to work together as a foundation. If the stool is missing even one leg, it doesn’t work.
40
e
Prime beachfront
location
l ‘A
rm e fo s do e ni ila oh Al t‘
Great vibe - it’s THE place to be
rib
ha
sc de ila
oh
W
ld Fresh, beachy-
modern style
ni
BRAND ESSENCE WHEEL
Brand new boutique hotel
ou
Helps me
to get the most out of my Oahu experience
Wow!
Iw
Provides the best
local Hawaiian hotel experience
ow
H
Is a tranquil oasis
Attracts the coolest crowd
in Waikiki
Amazing resortstyle pool Oceanarium
Gives me
great value
for money
Lots of
dining options
fe
ow
el
H es
‘A lo hi la
ak
ni m
m ni
ak e
s
m e
la hi lo ‘A H
ok
lo
ow
e m
41
rm e fo s
Prime beachfront
location
l ‘A
ila oh Al t‘
e
ha
rib
Great vibe - it’s THE place to be
ila
oh
Helps me
to get the most out of my Oahu experience
Fresh, beachy-
modern style
ni
BRAND ESSENCE WHEEL
sc de
Provides the best
local Hawaiian hotel experience
ld
do e
Brand new boutique hotel
ou
ni
Wow!
Iw
W
ow
H
Is a tranquil oasis
Attracts the coolest crowd
in Waikiki
Amazing resortstyle pool Oceanarium
Gives me
great value
for money
Lots of
dining options
Like I’m part of “the scene”
Chic Sophisticated
fe m e
la hi lo ‘A
e m
Sexy
ni m ‘A lo hi la
es
ak In the know
ok
lo
ow
m ni
Engaged
Connected to the real Hawaii
ak e
s
Active
H
ow
H
42
el
Excited and energized
Cosmopolitan
ila
oh
rm e
ni
The Queen/
Authentic
Hawaiian
Oceanarium Lots of
dining options
Inviting
Quietly confident
Like I’m part of “the scene”
Gracious Bold
e m
Sexy
ni m ‘A lo hi la
es
ak In the know
ok
lo
ow
m ni
Engaged
Connected to the real Hawaii
ak e
s
m e
la hi lo ‘A
PERSONALITY
el
Excited and energized
H
ow
H
Cosmopolitan
fe
fo s do e ni ila oh Al t‘ ha W
l ‘A
Amazing resortstyle pool
Provocative
Active
e
Fresh, beachy-
modern style
Oceanarium
Rockwell
group design
Chic
rib
Prime beachfront
location
FACTS & SYMBOLS
Resort-style
pool
Gives me
great value
for money
sc de
Great vibe - it’s THE place to be
Morimoto
Sophisticated
43
ld
BRAND ESSENCE WHEEL
Brand new boutique hotel
ou
Helps me
to get the most out of my Oahu experience
Wow!
Iw
Provides the best
local Hawaiian hotel experience
ow
H
Is a tranquil oasis
Attracts the coolest crowd
in Waikiki
rm e fo s do e ni ila oh Al t‘
l ‘A
ha
e ila
oh
W
rib
Prime beachfront
location
FACTS & SYMBOLS
Fresh, beachy-
modern style
Oceanarium
ni
Resort-style
pool
Amazing resortstyle pool
Rockwell
group design
Gives me
great value
for money
sc de
Great vibe - it’s THE place to be
Morimoto
The Queen/
Authentic
Hawaiian
CORE Fresh
Oceanarium Lots of
dining options
Seductive Local
Provocative
Quietly confident
Inviting
Like I’m part of “the scene”
Gracious Bold
la hi lo ‘A
e m
Sexy
ni m ‘A lo hi la
es
ak In the know
ok
lo
ow
m ni
Engaged
Connected to the real Hawaii
ak e
s
Active
fe
PERSONALITY
el
Excited and energized
H
ow
H
Cosmopolitan
m e
Chic Sophisticated
44
ld
BRAND ESSENCE WHEEL
Brand new boutique hotel
ou
Helps me
to get the most out of my Oahu experience
Wow!
Iw
Provides the best
local Hawaiian hotel experience
ow
H
Is a tranquil oasis
Attracts the coolest crowd
in Waikiki
DEFINING THE CORE
FRESH
SEDUCTIVE
LOCAL
Top to bottom renovation
Oahu island location
Boutique hotel
Providing a whole new kind of modern Hawaiian feel that sets it apart from the more stereotypical, oldschool Waikiki hotel options.
Draws you in with its captivating beauty, romantic setting, and endless opportunities for exploration and adventure.
Unconstrained by a “big box” hotel brand, allowing for a more authentically Hawaiian experience
Natural materials used throughout Sense of spaciousness
Property is a bit of “a scene”
Big windows, high ceilings, unobstructed views, plentiful private and public outdoor space that allows for a much more open “spread out” feeling than other properties.
•
A dramatic yet welcoming lobby that invites you to linger as there’s always something to see
•
A glamorous resort-style pool that offers nooks for privacy but also is a hub for socializing and meeting new people
Ownable cultural touches
Sophisticated F&B options buzzing with a cosmopolitan crowd that is drawn in from the surrounding area.
Aloha service philosophy
Water-centric Resort-style pool, waterfront location in the best spot on the beach, indoor Oceanarium fed by the ocean, other water features throughout the property
Tranquil oasis Design concept was inspired by Honolulu’s culture and the island’s lush landscape
45
•
including wood stone with a tone-on-tone palette of white and beige accented by hues of blues and greens to reflect the local landscape.
Native flowers and music inspired by the Queen
A welcoming, giving Aloha spirit
'ALOHILANI NARRATIVE We’re here for someone new. For the travelers who believe in finding it for themselves rather than having it packaged for them. For the ones who never-sit-still, the experience lovers. For anyone thinking it’s time for a new take on Waikiki … … your room is ready. Independent. Not institutional. Local. Not imported from the mainland. Cool. Not corporate. Fresh and sexy and authentic. Chill and check out the hip pool scene? Unwind over dinner at Morimoto? Or lose yourself in the fragrant breeze that wafts through a buzzing lobby?
46
‘Alohilani is the cool side of Waikiki. We are not doing things the way they have always been done. (If you want a Tiki Lounge look somewhere down the street.) We are Hawaiian first. What you experience at ‘Alohilani comes from our roots. The spirit of our last Queen, Lilu‘uokalani, lives here. Her passion for independence and true Hawaiian culture is ours too. Let yourself be seduced by ‘Alohilani, you will go home different. And that is what getting away is really all about.
NEXT STEPS 47
NEXT STEPS JULY Visual Identity Development Creative Development Communications Planning OS&E Development Activation & Programming Ideation Creative Execution
48
AUG
SEPT
OCT
NOV
DEC
JAN
THANK YOU