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1、EXCERPTLUXURYHOTELSUS2017THEFULLREPORTISAVAILABLETOL2MEMBERSONLY.INQUIREABOUTMEMBERSHIP.USLUXURYHOTELSDecember18,20171EXCERPTLUXURYHOTELSUS2017INTRODUCTIONRANKINGDISCOVERYPATHTOPURCHASECONTENTRETENTIONAdjoiningRoomsLuxuryHotelsUS:SocialCommunities&MonthlyTrafficofMajorAcquisitionsOncere
2、pletewithindependentbrands,theluxuryhotelDecember2017,n=4Enterprisessectorhasconsolidateddrasticallyoverthepasttwoyears.Since2016,bothAccorandMarriottInternationalInc.havedoubledtheirbrandportfolioviaacquisitions,SOCIALCOMMUNITYSIZESMONTHLYUSWEBTRAFFIC(FACEBOOK,YOUTUBE,INSTAGRAM)leaving
3、fewcompetitorsoutsideoflegacygiantsHyattHotelsCorp.andHiltonWorldwide.Marriottincreaseditsnumberofpropertiesbynearly40percentforapricetagof$12.2billion,1whileAccorboosteditsfootprintby2about4percentfor$2.7billion.Analystshaveinterpreted35.1M25%4.2Mtheseacquisitionsascalculatedeffortstoi
4、ncreasestakeintheluxurymarketandappealtoyoungerconsumers.32.4M50%2.1MAccorandMarriotthadsocialcommunitiesnearly75%twiceaslargeastheirprimaryacquisitionsFairmont10.7M1.2M7.3MandStarwood,andtheirbrandssitesgeneratedfour42.6Mtimesasmuchtraffic.Forthisreason,theseacquisitionsrepresentsometh
5、ingmorethanayounger,richeraudience.ThemostvaluablethingaboutthepurchaseofStarwoodandFairmontisstructural.Asyoung,digitallyforwardbrands,FairmontandStarwoodbenefitfromACCORHOTELSACCORHOTELSagiletechnologyandadvancedinfrastructurethattheirFRHIHOTELS&RESORTSFRHIHOTELS&RESORTSMARRIOTTINTERN
6、ATIONALMARRIOTTINTERNATIONALacquirersdonothave.Forinstance,Starwood’sbookingSTARWOODHOTELS&RESORTSSTARWOODHOTELS&RESORTSsystemisfourdecadesyoungerthanMarriott’s.5Accor’sSource:L2DigitalIQIndex:LuxuryHotelsUS,December2017.brandsitestake2.5timeslongertoloadthanFairmont’s,eventhoughthetwos
7、iteshavecomparablefunctionality.6Likemostcontemporarymergersandacquisitions,theseColinGilbert
8、VicePresident,EmergingSectorspurchasesappeartohavebeenatechplay—notanGrantTorres
9、ResearchLead,EmergingSectorsattempttoshoreupbrandequity.MichaelSilverman
10、SeniorAnalyst1.“WhyHotelGiantM
