분야
pptxBy Ogilvy
Shangri-la
일반적으로 샹그릴라는 신비롭고 아름다운 산골짜기나 그런 장소를 비유하는 말로 쓰이며, 티베트어로 푸른 달빛의 골짜기라는 뜻이다.
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International Asia-based luxury hotel brand (Top brand in asia)
The first opened in Singapore in 1971 Since the current 65 hotels and resorts, boasts 27,000 largest room in the world.
The global hotel market shrank by 12% as corporations and consumers slashed travel budgets.
Deutsche Bank even issued a sell notice, following a staggering drop (-24%) in luxury RevPAR
in Hong Kong and Beijing.
Situation
A wave of 5,000 new hotels hit the market, leading to massive price discounting.
Revenue Per Available Room, a common measure of hotel performance
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"If you look at all the top brands in the world at the high
End (Louis Vuittons, the Rolls Royces) , They never discount.
COO - Greg Dogan
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