1. Eco conscious
1.1. Fair Trade Products
1.2. Sustainability
1.2.1. Limited Resources (global trend)
1.3. 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)
1.4. Eco Bounty
2. Long Tail = Retailing, increase product assortment
2.1. Mövenpick Products F&B related
2.1.1. core quality = F&B
2.2. Rental cars
2.3. Merchandise
2.4. New node
3. Alliance with other businesses
3.1. Airlines
3.2. life area related, e.g. drugstore chain, clothing store ...with same target group
3.3. Amazon: Kindle
3.4. Itunes: Access to private itunes bar
3.5. SMART (car)
4. CRM
4.1. strengthen Customer Relationship
4.1.1. establish virtual relationship
4.2. increase Customer co-creation
4.2.1. Rooms
4.2.2. Reservations
4.2.2.1. customized packages
4.2.3. F&B
5. CRS
5.1. establish central Reservation System
5.2. standardize Reservation Processes
5.2.1. synchronize the Reservationsystems
5.3. offer various reservation channels
6. Twinsumers
6.1. "soulmate" - customization
6.1.1. flea market application
6.1.2. customized recommendates frm local soulmates
6.1.3. leisure time activities
6.2. customized recommnedations
6.3. use actual customers as ambassadors
6.3.1. blogs
6.3.2. recommendation
6.3.3. experience sharing
6.3.3.1. intranet
6.3.3.2. blogging
7. FREEMIUM
7.1. Membership allows free F&B consumption
7.2. New node
8. Increase Advertisement Effort
8.1. Ashvertisement
9. IT based
9.1. technological upgrade of amenities/facilities
9.1.1. Generation Y has "natural" relationship with Technology
9.1.1.1. GY expects advanced technology in-room
9.1.1.1.1. Kindle in room
9.1.2. New node
9.2. modernize Channels
9.2.1. facilitate/modernize payment methods
9.2.2. New node
9.2.2.1. "smart shopping"
9.3. Cloudcomputing
9.3.1. Sharing of Information on a regional, or even corporate level
9.3.1.1. Guest Profiles
9.3.1.2. HR related information
9.3.1.2.1. vacancies
9.3.1.2.2. facilitates job rotation
9.3.1.2.3. facilitates training
9.4. New node
10. Ageing Babyboomers = New Segment
11. Feminization
11.1. Generation Y will have more women with buying power and in influential positions
11.1.1. women have different needs/wants than men
11.1.1.1. respond to womens' claim to combine family/career
11.1.1.1.1. facilities/service
12. Membership
12.1. New node
13. New node
14. New node
15. HR
15.1. Increase Attractivity for Generation Y
15.1.1. Increase Career Opportunities
15.1.2. Training
15.1.3. Flexible Working Tims
15.1.4. Family support
15.1.5. Innovation
15.1.6. Reward based
15.1.6.1. Generation Y responds to different rewards than the Babyboomers
15.1.6.2. Leisure time highly valued = Family
15.1.7. Freedom of work
15.1.8. Deals with treath of labour shortage
15.1.8.1. crucial for Hospitality Industry since highly labour dependent
15.2. Establish loyal strong employee base
15.3. might lead to operational excellence
15.3.1. Value Proposition
15.3.2. Key Activity: ensure quality
15.3.3. Key Resources: Well trained/dedicated staff
16. Citysumers
16.1. Urbanization
16.1.1. expotential growth
16.1.2. increasing wealth, size, importance, popularity..
16.1.3. New node
16.2. "the Real Deal"
16.2.1. seeking for the authentic experience
16.2.2. uncensored
16.2.3. raw
16.2.4. spontaneous
16.2.5. connected
16.3. establish "City Brand"
16.3.1. City specilaized service
16.3.2. increase collaboration with local companies
16.3.3. develop personal touch based on city background
16.4. Generation Y strives for the "urban style"
16.4.1. Communication
16.4.1.1. speed
16.4.1.2. content
16.4.1.3. style
16.4.2. Attitude
16.4.2.1. oppinionated
16.4.2.2. New node
16.4.2.3. Urban Pride
16.4.2.4. risque experiences
16.4.2.5. Honesty/frank
16.4.3. help them create a STATUS STORY
16.5. Hilton: It's all about Location, Location, Location
16.5.1. upsell key success riteria : The very city
16.5.1.1. Emphazise location in arketing effort
17. Wellthy
17.1. F&B
17.1.1. Sustainability
17.1.2. Slow Food
17.1.3. Local Products
17.2. 73% US citizens consider being physically fit important to beig wel
17.2.1. US 3rd important segment of Mövenpick AMS
18. New node
19. Share not Have
19.1. Time Share
19.2. Revenue = Commission fees
20. F FACTOR/ Connectivity
20.1. Conference/Business
20.1.1. Team Building
20.1.1.1. Boat Conference
20.1.1.2. Picknick