1. HR
1.1. Increase Attractivity for Generation Y
1.1.1. Increase Career Opportunities
1.1.2. Training
1.1.3. Flexible Working Tims
1.1.4. Family support
1.1.5. Innovation
1.1.6. Reward based
1.1.6.1. Generation Y responds to different rewards than the Babyboomers
1.1.6.2. Leisure time highly valued = Family
1.1.7. Freedom of work
1.1.8. Deals with treath of labour shortage
1.1.8.1. crucial for Hospitality Industry since highly labour dependent
1.2. Establish loyal strong employee base
1.3. might lead to operational excellence
1.3.1. Value Proposition
1.3.2. Key Activity: ensure quality
1.3.3. Key Resources: Well trained/dedicated staff
2. Citysumers
2.1. Urbanization
2.1.1. expotential growth
2.1.2. increasing wealth, size, importance, popularity..
2.1.3. New node
2.2. "the Real Deal"
2.2.1. seeking for the authentic experience
2.2.2. uncensored
2.2.3. raw
2.2.4. spontaneous
2.2.5. connected
2.3. establish "City Brand"
2.3.1. City specilaized service
2.3.2. increase collaboration with local companies
2.3.3. develop personal touch based on city background
2.4. Generation Y strives for the "urban style"
2.4.1. Communication
2.4.1.1. speed
2.4.1.2. content
2.4.1.3. style
2.4.2. Attitude
2.4.2.1. oppinionated
2.4.2.2. New node
2.4.2.3. Urban Pride
2.4.2.4. risque experiences
2.4.2.5. Honesty/frank
2.4.3. help them create a STATUS STORY
2.5. Hilton: It's all about Location, Location, Location
2.5.1. upsell key success riteria : The very city
2.5.1.1. Emphazise location in arketing effort
3. Wellthy
3.1. F&B
3.1.1. Sustainability
3.1.2. Slow Food
3.1.3. Local Products
3.2. 73% US citizens consider being physically fit important to beig wel
3.2.1. US 3rd important segment of Mövenpick AMS
4. Eco conscious
4.1. Fair Trade Products
4.2. Sustainability
4.2.1. Limited Resources (global trend)
4.3. 69% of Generation Y expreseed genuine interest in the environment but also admitted to a lack of personal involvement in green- related activities ( = bad conscious)
4.4. Eco Bounty
5. Long Tail = Retailing, increase product assortment
5.1. Mövenpick Products F&B related
5.1.1. core quality = F&B
5.2. Rental cars
5.3. Merchandise
5.4. New node
6. Alliance with other businesses
6.1. Airlines
6.2. life area related, e.g. drugstore chain, clothing store ...with same target group
6.3. Amazon: Kindle
6.4. Itunes: Access to private itunes bar
6.5. SMART (car)
7. CRM
7.1. strengthen Customer Relationship
7.1.1. establish virtual relationship
7.2. increase Customer co-creation
7.2.1. Rooms
7.2.2. Reservations
7.2.2.1. customized packages
7.2.3. F&B
8. CRS
8.1. establish central Reservation System
8.2. standardize Reservation Processes
8.2.1. synchronize the Reservationsystems
8.3. offer various reservation channels
9. Twinsumers
9.1. "soulmate" - customization
9.1.1. flea market application
9.1.2. customized recommendates frm local soulmates
9.1.3. leisure time activities
9.2. customized recommnedations
9.3. use actual customers as ambassadors
9.3.1. blogs
9.3.2. recommendation
9.3.3. experience sharing
9.3.3.1. intranet
9.3.3.2. blogging
10. FREEMIUM
10.1. Membership allows free F&B consumption
10.2. New node
11. Increase Advertisement Effort
11.1. Ashvertisement
12. IT based
12.1. technological upgrade of amenities/facilities
12.1.1. Generation Y has "natural" relationship with Technology
12.1.1.1. GY expects advanced technology in-room
12.1.1.1.1. Kindle in room
12.1.2. New node
12.2. modernize Channels
12.2.1. facilitate/modernize payment methods
12.2.2. New node
12.2.2.1. "smart shopping"
12.3. Cloudcomputing
12.3.1. Sharing of Information on a regional, or even corporate level
12.3.1.1. Guest Profiles
12.3.1.2. HR related information
12.3.1.2.1. vacancies
12.3.1.2.2. facilitates job rotation
12.3.1.2.3. facilitates training
12.4. New node
13. Ageing Babyboomers = New Segment
14. New node
15. Feminization
15.1. Generation Y will have more women with buying power and in influential positions
15.1.1. women have different needs/wants than men
15.1.1.1. respond to womens' claim to combine family/career
15.1.1.1.1. facilities/service
16. Membership
16.1. New node
17. Share not Have
17.1. Time Share
17.2. Revenue = Commission fees
18. New node
19. F FACTOR/ Connectivity
19.1. Conference/Business
19.1.1. Team Building
19.1.1.1. Boat Conference
19.1.1.2. Picknick