Marketing Review — Fall 2008 - (Page 27) The Delano lobby (left) and the lobby of Morgan’s (below). better than a good surprise.’” Always ahead of the curve, he wants to do things that are on the edge and get people excited. He says he gets his ideas from the street, by looking around at what goes on and seeing what people respond to. For Schrager, it’s very personal and he does what interests him, “just as filmmakers make movies they’re interested in, fashion designers design and wear clothes they like, and artists create what turns them on.” He doesn’t do it because it’s good for business but there has to be something special about it. As one who is opportunistic and responds emotionally and viscerally, there’s no market research or focus groups on Schrager’s agenda, and he sees no logic to strategic planning. As with all of his ideas and ventures, it’s all gut instinct and heartfelt. However, there will be more private label hotels in the five and six star category, he sees opportunity in the sophisticated but less expensive threeand-a-half to four star “cheap chic” arena, and most likely there will be more residential developments. Still eager to take huge risks and to embark on monumental ventures, when asked about the desire to build communities, he says “maybe someday…I’m hungry and ambitions, but I still have a lot to say about hotels.” Proud of his accomplishments (he says his daughters are his crowning achievements) he’d like to be thought of as a hotelier who carried the baton by making a difference and having an impact by creating things people get excited about. Although he still feels that he hasn’t created his masterpiece, “something groundbreaking and game changing that will withstand 100 years.” Given his obsession with how people live, coupled with his passion to violate the status quo and shake things up, what’s next for Ian Schrager will undoubtedly be a mold breaking innovation and yet another startling exception to the rule. n FALL 2008 • HSMAI MARKETING REVIEW 27
Table of Contents Feed for the Digital Edition of Marketing Review — Fall 2008 Marketing Review – Fall 2008 Contents The Online Marketer Success Stories Forecasting Trends Ian Schrager: The Revolutionary Man Leaving No Stone Unturned: The Quest for Ancillary Revenue Gaga Gadgets for Execs on the Go: Functional New Portable Technology to Make Life and Work on the Road More Hospitable Effectively Weathering the Ups and Downs of the Economic Cycle Experiments in Podcasting Higher Transportation Costs and a Slowing Economy Shift Hotel Room Demand Marketing Review — Fall 2008 Marketing Review — Fall 2008 - Marketing Review – Fall 2008 (Page cover1) Marketing Review — Fall 2008 - Marketing Review – Fall 2008 (Page cover2) Marketing Review — Fall 2008 - Marketing Review – Fall 2008 (Page 1) Marketing Review — Fall 2008 - Marketing Review – Fall 2008 (Page 2) Marketing Review — Fall 2008 - Marketing Review – Fall 2008 (Page 3) Marketing Review — Fall 2008 - Contents (Page 4) Marketing Review — Fall 2008 - Contents (Page 5) Marketing Review — Fall 2008 - Contents (Page 6) Marketing Review — Fall 2008 - Contents (Page 7) Marketing Review — Fall 2008 - The Online Marketer (Page 8) Marketing Review — Fall 2008 - The Online Marketer (Page 9) Marketing Review — Fall 2008 - The Online Marketer (Page 10) Marketing Review — Fall 2008 - The Online Marketer (Page 11) Marketing Review — Fall 2008 - Success Stories (Page 12) Marketing Review — Fall 2008 - Success Stories (Page 13) Marketing Review — Fall 2008 - Success Stories (Page 14) Marketing Review — Fall 2008 - Success Stories (Page 15) Marketing Review — Fall 2008 - Forecasting Trends (Page 16) Marketing Review — Fall 2008 - Forecasting Trends (Page 17) Marketing Review — Fall 2008 - Forecasting Trends (Page 18) Marketing Review — Fall 2008 - Forecasting Trends (Page 19) Marketing Review — Fall 2008 - Ian Schrager: The Revolutionary Man (Page 20) Marketing Review — Fall 2008 - Ian Schrager: The Revolutionary Man (Page 21) Marketing Review — Fall 2008 - Ian Schrager: The Revolutionary Man (Page 22) Marketing Review — Fall 2008 - Ian Schrager: The Revolutionary Man (Page 23) Marketing Review — Fall 2008 - Ian Schrager: The Revolutionary Man (Page 24) Marketing Review — Fall 2008 - Ian Schrager: The Revolutionary Man (Page 25) Marketing Review — Fall 2008 - Ian Schrager: The Revolutionary Man (Page 26) Marketing Review — Fall 2008 - Ian Schrager: The Revolutionary Man (Page 27) Marketing Review — Fall 2008 - Leaving No Stone Unturned: The Quest for Ancillary Revenue (Page 28) Marketing Review — Fall 2008 - Leaving No Stone Unturned: The Quest for Ancillary Revenue (Page 29) Marketing Review — Fall 2008 - Leaving No Stone Unturned: The Quest for Ancillary Revenue (Page 30) Marketing Review — Fall 2008 - Leaving No Stone Unturned: The Quest for Ancillary Revenue (Page 31) Marketing Review — Fall 2008 - Leaving No Stone Unturned: The Quest for Ancillary Revenue (Page 32) Marketing Review — Fall 2008 - Leaving No Stone Unturned: The Quest for Ancillary Revenue (Page 33) Marketing Review — Fall 2008 - Gaga Gadgets for Execs on the Go: Functional New Portable Technology to Make Life and Work on the Road More Hospitable (Page 34) Marketing Review — Fall 2008 - Gaga Gadgets for Execs on the Go: Functional New Portable Technology to Make Life and Work on the Road More Hospitable (Page 35) Marketing Review — Fall 2008 - Gaga Gadgets for Execs on the Go: Functional New Portable Technology to Make Life and Work on the Road More Hospitable (Page 36) Marketing Review — Fall 2008 - Gaga Gadgets for Execs on the Go: Functional New Portable Technology to Make Life and Work on the Road More Hospitable (Page 37) Marketing Review — Fall 2008 - Gaga Gadgets for Execs on the Go: Functional New Portable Technology to Make Life and Work on the Road More Hospitable (Page 38) Marketing Review — Fall 2008 - Gaga Gadgets for Execs on the Go: Functional New Portable Technology to Make Life and Work on the Road More Hospitable (Page 39) Marketing Review — Fall 2008 - Gaga Gadgets for Execs on the Go: Functional New Portable Technology to Make Life and Work on the Road More Hospitable (Page 40) Marketing Review — Fall 2008 - Gaga Gadgets for Execs on the Go: Functional New Portable Technology to Make Life and Work on the Road More Hospitable (Page 41) Marketing Review — Fall 2008 - Effectively Weathering the Ups and Downs of the Economic Cycle (Page 42) Marketing Review — Fall 2008 - Effectively Weathering the Ups and Downs of the Economic Cycle (Page 43) Marketing Review — Fall 2008 - Effectively Weathering the Ups and Downs of the Economic Cycle (Page 44) Marketing Review — Fall 2008 - Effectively Weathering the Ups and Downs of the Economic Cycle (Page 45) Marketing Review — Fall 2008 - Experiments in Podcasting (Page 46) Marketing Review — Fall 2008 - Experiments in Podcasting (Page 47) Marketing Review — Fall 2008 - Experiments in Podcasting (Page 48) Marketing Review — Fall 2008 - Experiments in Podcasting (Page 49) Marketing Review — Fall 2008 - Higher Transportation Costs and a Slowing Economy Shift Hotel Room Demand (Page 50) Marketing Review — Fall 2008 - Higher Transportation Costs and a Slowing Economy Shift Hotel Room Demand (Page 51) Marketing Review — Fall 2008 - Higher Transportation Costs and a Slowing Economy Shift Hotel Room Demand (Page 52) Marketing Review — Fall 2008 - Higher Transportation Costs and a Slowing Economy Shift Hotel Room Demand (Page 53) Marketing Review — Fall 2008 - Higher Transportation Costs and a Slowing Economy Shift Hotel Room Demand (Page 54) Marketing Review — Fall 2008 - Higher Transportation Costs and a Slowing Economy Shift Hotel Room Demand (Page 55) Marketing Review — Fall 2008 - Higher Transportation Costs and a Slowing Economy Shift Hotel Room Demand (Page 56) Marketing Review — Fall 2008 - Higher Transportation Costs and a Slowing Economy Shift Hotel Room Demand (Page cover3) Marketing Review — Fall 2008 - Higher Transportation Costs and a Slowing Economy Shift Hotel Room Demand (Page cover4)
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