Identify the LGBTQ+ whitespace opportunity for Starwood and deliver a strategic plan that can achieve the company’s long-term goal of being the hospitality industry’s undisputed leader among LGBTQ+ travelers.
Over six months, Target 10 dug deep into the consumer, brand, and category to develop a strategic platform for Starwood and its nine hotel brands. This plan went beyond marketing, and included guest experience, workplace policies, and diversity & inclusion policies. The four primary components to developing the platform included qualitative and quantitative consumer research, a thorough competitive review, analysis of all data and mining and unpacking of LGBTQ+ insights, and finally strategic roadmap development.
At the conclusion of the journey, we discovered the nexus between LGBTQ+ travelers, competitors, and the Starwood brand itself: a holistic strategy for Starwood. It is currently being implemented both at the corporate level and across all hotel brands, such as W, Sheraton, Westin, Aloft and others.
Inherently a strong supporter of LGBTQ+ inclusion, Starwood identified the need to develop a more strategic approach to LGBTQ+ leadership and marketing. Target 10 was an outstanding partner in developing the roadmap, conducting consumer research, articulating the mission and defining strategic recommendations. The outcome was rapid internal adoption of the strategy and implementation of many consumer facing initiatives within the first 12 months.
Global Brand Leader W Hotels Worldwide