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1、4CASE7TEACHINGNOTESWESTININASIA–DISTRIBUTINGHOTELROOMSGLOBALLYJochenWirtzandJeannetteHoPhengThengCopyrightÓ2001bytheauthors.Theauthorsretainallrights.Nottobereproducedorusedwithoutwrittenpermissionfromoneoftheauthors.Thiscasewaspreparedasthebasisforclassdiscussionratherthantoillustr
2、ateeffectiveorineffectivehandlingofanadministrativesituation.Westinconsideredsomedatainthecaseasconfidential,whichwerethereforedisguised.JochenWirtzisAssociateProfessorofMarketing,NUSBusinessSchool,NationalUniversityofSingapore,17LawLink,Singapore117591,E-mail:fbawirtz@nus.edu.sg.Je
3、annetteHoPhengThengisDirectorofStrategyandRevenueManagementatTheWestinStamford&WestinPlazaHotelsinSingapore,2StamfordRoad,Singapore178882.Theauthorsgreatlyacknowledgethegeneroussupportintermsoftime,informationandfeedbackprovidedonearlierdraftsofthiscasebyDavidShackleton,SeniorVicePr
4、esidentOperations,andPhilipHo,VicePresidentMarketingforStarwoodAsiaPacific.SynopsisThethreeWestinhotelsinSingapore,BangkokandManilahavebeenenjoyinghighoccupanciesandbuoyantmarkets.TheeconomiccrisisthathitAsiainmid-1997however,sawbusinessandICMarrivalsintothethreecountriesdeclinedbys
5、ome15%to25%in1998.Thisresultedinadecreaseinoccupancyratesofapproximately10%to20%,andaverageroompricesdecliningrapidly.Tocompoundthings,thepre-crisiseconomicboomhadseenaproliferationoffivestarinternationalhotelsinthethreecities.TravelmanagementtrendsinAsiawerealsoundergoingrapidchang
6、es.Manyofthehotels’corporateclientswerenotlocalcompaniesbutmultinationalcorporations(MNCs),thatwereincreasinglycentralizingtheirpurchasesoftravelrelatedservicesatoverseascorporateheadquarters.Inviewoftheshrinkingmarketconditions,intensecompetitionandchangingtravelmanagementtrends,th
7、ethreeWestinhotelsinAsiahavetocriticallyreassesstheirownmarketinganddistributionstrategies.Anewopportunitypresenteditselfinlate1997,whenWestin’sparentcompany,StarwoodHotels&ResortsWorldwideInc.,acquiredITTCorporationITTCorporationownedtheSheratonHotels&Resorts,St.RegisLuxuryCollecti
8、on,FourPointsHotels
