Six Senses Geographic Expansion Proposal

GEOGRAPHIC EXPANSION: EXECUTIVE PITCH

Executive Summary

Six Senses is one of the world’s leading operators of top-tier luxury hotels, resorts, and spas, with a renowned reputation for wellness and sustainability. Six Senses believes in travel with a purpose and genuine actions to promote personal health and the health of our planet.

Across the Six Senses portfolio, guests have out of the ordinary experiences and the opportunity to connect with self, others and the world around us. The brand's geographic expansion to the United States will deliver this unique hospitality to the American market in a one of a kind location in the Florida Keys.

Six Senses Marqueses is a destination rooted in natural wonder and the local community and will redefine wellness for luxury travelers through a seamless union of adventure and rejuvenation.

The goal of this project is to build global awareness for the Six Senses brand and design a viable plan for US development. Through market and consumer analysis, we have positioned Six Senses for a successful expansion that honors the brand's core values and will ensure long term growth in the Americas.

TEAM MEMBERS

Brian Sullivan

Business Designer

Business Model analysis, creating, capturing & delivering Value

Design Thinking, User Experience Research, Innovation

Using all competition & strategy tools to understand situational analysis, competitive advantages & value creation

Caroline Long

Strategy & Project Manager

Coordinate team across deliverables and deadlines

Research and analysis to support strategy direction

Synthesize team contributions for cohesive presentation

Slide deck graphic design, layout and editing

Cory Park

Researcher & Business Analyst

Contribute to overall project objectives

Complete individual deliverables:

Allocated sectors of company and industry research, best practice analysis, STP, and marketing initiatives

Document the process

Hannah Drabin

Production Designer

Oversee production assets including copy, deck design, and photo curation

Contribute to strategy ideation and brand analysis

Conduct research to support overall strategies

Track feedback for final deliverables

Six Senses was founded in 1995 in Bangkok, Thailand, and quickly became recognized as the hospitality industry's pioneer of sustainable practices, demonstrating that responsibility can be successfully wedded to uncompromising high-end facilities. Six Senses' core commitment is guest rejuvenation and reconnection, with an expert focus on wellness. IHG Hotel Group acquired the brand in 2019.

Six Senses operates ultra luxury hotels, resorts and spas in some of the world’s most desirable locations – from the Maldives and Seychelles to Yao Noi in Thailand, Oman’s Zighy Bay, and Portugal’s Douro Valley.

Brand Purpose About Six Senses

We believe that we can design & build sublime experiences, without diminishing the natural world. Each of our properties has a distinctive & diverse personality that makes use of the natural land topography. Nothing shouts. Our guests reconnect with themselves, others in the global community and the natural world around them.

The aim is for guests to want for nothing & remember everything.

Brand Timeline

1995

Founded by IndianBritish Sonu Shivdasani

2007

Thailand

2011

Maldives

2015

China, France & Portugal

Asian resorts & islands

2017 Launched Earth Lab

2019

Bhutan, Cambodia & Turkey

2021

Spain, India, Israel & Brazil

2018 Figi, Indonesia &

Global geographic expansion

20 Resorts in 11 Countries

Acquired by IHG

2020 Mobile App

Brand Values

Local Sensitivity, Global Sensibility

Pioneering Wellness

Responsible & Caring Crafted Experiences

Emotional Hospitality Fun & Quirky

Brand Characteristics

LOCATION

Support for the preservation of natural & cultural heritage

Enhancing social & economic benefits to local communities

AESTHETIC & DESIGN

Willingness to challenge the norm

Quirkiness

FEATURES, SERVICES & AMENITIES

Self-Sustaining, Responsible Building Practices, Legacy, Social Equity

Out of the Ordinary experiences

Spa, Wellness, Sleep, and Eat

US Hotel Market

The global luxury hotel market was worth $93 billion in 2020. North America accounted for the largest share at 33%. Luxury hotels will reach $196 billion in 2026 at a CAGR of 10% for 2021-2026.

Luxury Travel

Luxury travel in the U.S. has an optimistic return in 2022, with levels surpassing those in 2019. Occupancy may remain lower but ADRs will far surpass 2019.

Lodging

Travel in the U.S. is steadily rebounding since the economic impacts of COVID-19. High pricing for domestic air travel may be effecting current occupancy rates and projections for 2023.

trengthsS

eaknessesW

RESOURCES

Acquisition by IHG provides foundational support and access to operational excellence from the parent company

IDENTITY

Strong brand identity as a destinat on for wellness and sustainability

INFRASTRUCTURE

Reputat on for responsible practices, env ronmenta investment and contributions to ocal commun ty

SERVICES

Diverse amenities and on property experiences

AWARENESS

Low brand awareness in US market

MARKETING

Low social media following and digital presence, despite rising quickly in travel rankings in recent years

DEVELOPMENT

Location choices and sustainability requirements make for significant and costly property investments

pportunitiesO

THE AMERICAS

With no current North American presence, the US is an open market to enter

POST PANDEMIC

Domestic and global travel is on the rise as COVID impact slows

TRAVEL TRENDS

Brand identity organically aligns with current hospitality trends towards wellness and sustainability, therefore well positioned to deliver for consumers

EXPANSION

IHG plans to accelerate Six Senses’ growth to more than 60 locations in next decade

COST

Despite having the largest share of luxury hotels, the US is an expensive market to develop

COMPETITION

Six Senses faces a saturated and competitive luxury resort landscape

CONSUMERS

Consumers have overwhelming access and bargaining power that influence purchase decisions

PUBLIC HEALTH

Potential for unpredictable future crises and COVID infections spikes

Market Analysis

In evaluating luxury wellness and experience focused hotels in the US, Six Senses will face existing players from both boutique and portfolio competition.

Market Analysis

We can also evaluate the competitive players on their commitment to sustainable practices and how each property positions its amenities.

HIGH ECO INVESTMENT

ADVENTUROUS

LOW ECO INVESTMENT

Porter's 5 Forces

Luxury Hotel Sector

Bargaining Power of Buyers: High

Althoughthebargainingpowerofbuyersis hgh it sdifferentforeachcustomergroup Whoesalersandretalerswhopurchasehotel roomsinbulkinfluencethemarkettoalarge extent

Businesstravelerscontinuetodemand differentated,hgh-quaityservices.

Duetosmalermargins,indivdualorwak-n customershave ittebargainingpower

Rivalry Amongst Existing Competitors: High

Threat of New Entrants: Low

Newentrantsrequreconsiderablecapita investments ninfrastructureandadvertsng astheluxuryhote industrymustprovde premumhotes resorts andsutes

Newentrantscanfacestringentrulesand reguatonstoopenahotelbusinessinother countres.

Asgnfcantpartofsalescomefromregular customers, twoudbedifficultforanew entranttocreatethatcustomerbase

Bargaining Power of Suppliers: Low

Suppliersinclude nfrastructure,maintenance, andrawfoodmaterias

A argenumberofsuppiersareinvarous categoresandregons Whenchoosnga new tem, uxuryhotelsdoa onginspection ofdesignperformanceandpricingbefore bengfnalzed

Luxuryhotelswithgoodbrandvaluehave manyoptonsforsuppiers reducinghote suppiers'bargainngpower

Luxury hote s nc ude Marr ott, H lton, R tz Carlton, Hyatt, and Four Seasons in the same pr ce range and with s mi ar faci ities. Luxury hote s compete with each other by adding businesses and oya ty programs to attract and reta n customers. The industry has taken up a p unge after the COVID pandemic, wh ch has ncreased the r va ry between luxury hotels.

Threat of Substitutes: High

Asmorepeopleworkfromhome,homeisthe mostsignificantsubsttuteforluxuryhotels

AsAirbnbhascapturedmarketshare innovatveandunqueconceptsoffertoursts luxuryanduniqueexperences(.e,Iceand's BubbleRoom treehouses,underwater houses,icehomes)

Luxuryhotelsprovidecomfortandservicebut havealmitedadventure,whchcouldcost themalossinmarketshare

Key Travel Trends

Bleisure

Combine leisure and business trip

With demand increasing at a 19.5% CAGR, the Bleisure market will be $2.97 trillion by 2032.

Sustainability

Travelers' preference for sustainable travel options reached 72% in 2019.

Domestic Travel

Due to widespread travel restrictions, luxury tourism revenues in 2021 came predominately from domestic tourists.

Wellness

Preventative medicine and self-care are trending: healing, stress management, emotional balance, mindfulness, and better sleep

Experiences

Traveler is looking for a place that reflect uniqueness of the destination: culinary, local & cultural, and personalization.

Hospitality Best Practices

WELLNESS SUSTAINABILITY

Programs & Retreats

Canyon Ranch offers retreat-style products: week-long programs entailing a full schedule of services tailored to specific mental and/or physical health goals. Programs can target hyper-specific concerns such as grieving the loss of a loved one and provide a tailored “path” to working through individuals concerns using a philosophy of mindbody synergy.

Holistic Approaches

The Tierra Santa Healing House is a 22,000-square-foot “sanctuary” in the Faena Hotel that delivers on a growing trend for preventative/alternative medicines and prophylactic maintenance. Tierra Santa provides “shaman-developed body-healing rituals and treatments,” and is known for its extensive treatment variety.

Alternative Energy

The ITC Hotel Group in India was provided a unique opportunity to push this boundary, as the country’s power grid was often unreliable particularly for such an energy-consuming endeavor as a hotel. They invested heavily in wind farms to obtain adequate resources. While it is a standard practice for eco-friendly hotels to seek energy conversation in the form of efficient systems.

Waste Reduction

Some of the most common ways hotels take on sustainability measures are related to waste management. Programs such a composting efficiently manage waste and reduce waste transportation costs and in turn give back to the hotel as soil for landscaping. Harvesting rainwater, sourcing local materials, landscaping with native flora and fauna, and practicing locavorism are just a handful examples in the effort to consume judiciously without forgoing quality.

Target Audience

Variables of Interest

INCOME

Consumers of Six Senses will have high active income and/or medium to high passive income and access to wealth in order to spend generously on a highly discretionary product.

TIME

Six Senses provides vacation accommodations in remote locations, therefore guests must have a medium to high amount of free time.

CONNOISSEURSHIP

Six Senses caters predominantly to luxury natives and explorers.

ATTITUDE

Six Senses guests tend to have an “understated” attitude towards luxury. They have a more down-to-earth outlook and enjoy luxury in a predominantly private setting.

Demographic

Luxuryvacatoners,smalfamlies,business travelers,welnessseekers retredcouples, honeymooners

Agerangefrom35-65yearsod Hghnetworthtoultra-highnetworth indviduas(andoccasonalyhghearnersthat arenotyetveryweathy(HENRYs)) Hghlyeducated,oftengraduatedegree Spends avishlyyetconsciouslyand intentionaly

Psychographic

Luxuryconnoisseur,peasureseeker

Sophisticated,introspective Wordly wel-traveled outgong Hghy nterestedinothercutures

Deeplycontemplativeofworldissues

Concernedwthenvironmentalconservaton

Attentvetophysica andemotiona wel-being

Up-to-dateon ntegratedwelnesstrends

Prioritizesnewexperiences

Valuesagoodadventure

Behavioral

Varietyseeker,notnecessariybrandloyal

Frequenttraveerswthmoderatetoextensive leisuretime

Lkestogooffthebeatenpath

Reiantontrustedword-of-mouth recommendations

Wilngto ndulgeonbothtradtonaland novelwelnessexperience

Observesahealth-conscousdetandregimen

Digitalycompetent buttendstoworkwth travelpersonnelforbookngs nordertofind uniqueexperiences

Consumer Personas

Luxury Traveler

A tech entrepreneur with multiple residences but who travels often for work. He looks for vacations that will help him rejuvenate and mentally reset with innovative wellness experiences. He needs to escape, even briefly, from a stressful and demanding lifestyle.

Wellness Seeker

A philanthropist with inherited wealth from her family's oil business. She is writing a book on spirituality and age and vacations for connection to self and nature. With awareness of the source of her affluence, she seeks destinations that promote sustainability.

Family Vacationers

A power couple in the entertainment industry whose glamorous lifestyle is tracked and envied by peers and fans alike. They travel to remote and exclusive destinations that support their healthy habits, to enjoy privacy and quality time with their children.

Boat Enthusiast

A Midwest businessman living out his retirement on the Florida coast. He owns multiple boats and loves to take friends and family on excursions around the Gulf of Mexico and Caribbean. He stops at under the radar locations that can offer great service and unique fine dining.

Expansion Target: Florida Keys

LUXURY&CONSERVATION

Therearecurrently12luxuryhotels/resortslocatedonUNESCOsitesand8competitiveluxury propertiesnearorinUSNationalParks:Amangani(GrandTeton&Yellowstone),Amangiri(Zion), L'AubergedeSedona(GrandCanyon)&BlackberryFarm(GreatSmokyMountains).

REMOTEvs.PRIVATE

InFloridaKeys,manyKeysinthelowertomidregionthatcouldofferprivacy,butveryfewthatfollow inlinewiththeremotelocationsofSixSensesresorts.

APPEAL

Destination travel locations

Near a transportation hub for access

Fresh local seafood

Year-round warm weather

Surrounded by ocean

BRAND ALIGNMENT

Local outdoor activities

Historic sites

Wildlife reserves

Breath-taking views of natural beauty

Opportunity to care for the environment

UNKNOWNS

Is it remote enough for the Six Senses portfolio?

Determining location vs. the local population density

Risk of natural disasters/storms as a deterrent

MARQUESAS KEYS

AN "UNTOUCHED" DESTINATION

APPEAL

An uninhabited place like no other

Created thousands of years ago by a meteor

3 miles of white sandy beaches on Northwest coast

Mangroves populate the exterior coastline (protection from tidal waves and hurricanes)

BRAND ALIGNMENT

Incredibly unique location with breath-taking views

Bird & marine sanctuaries

Local adventures, tourism & history

UNKNOWNS

Permits to build on location

Acquisition cost (or possibility) for the entire Key

Emergency evacuation protocols

70 MILES

When you just need a little space.

Tools for Brand Building

CANNATA'S DIAMOND

Six Senses Marquesas will leverage these ingredients to communicate the brand promise of wellness, sustainability and out of the ordinary experiences.

Purpose

Caring for the planet and redefining wellness as a comprehensive mind, body and spirit connection through adventure and rest

Product

Price

Exquisite and sublime experiences across the property from accommodations and excursions, to spa and dining

Quality reinforced through competitive luxury pricing

People

First class staff and service and integration with local community for hiring, sourcing and excursions

Placement

Nurtured exclusivity and privacy supported by distinct customer touch points

Promotion

Strategic partnerships that drive awareness and loyalty

Value Proposition

GUEST JOBS-TO-BE-DONE

LUXURY TRAVELER - Needs to escape from a stressful and demanding lifestyle.

INTEGRATED WELLNESS SEEKER - Vacation in places that will help connect to self and nature.

AFFLUENT FAMILY VACATIONER - Spending quality time together on a relaxing family trip.

BOAT ENTHUSIAST - Spending retirement on the water as much as possible

PAINS

LUXURY TRAVELER - Cash rich-time poor executive, travels regularly for work and doesn't spend much downtime in their home.

INTEGRATED WELLNESS SEEKER - Feels heavy awareness about their father's company's impact on the planet and the source of their wealth.

AFFLUENT FAMILY VACATIONER - A busy but glamorous lifestyle as pop culture tastemakers, tracked and envied by peers and fans alike.

BOAT ENTHUSIAST - Seeks destinations for short term stopovers while traveling by boat around the Gulf and Caribbean.

GAINS

LUXURY TRAVELER - Looks for vacations that will help rejuvenate and mentally reset with innovative wellness experiences.

INTEGRATED WELLNESS SEEKER - Seeks destinations that promote sustainability and environmental responsibility.

AFFLUENT FAMILY VACATIONER - Travels to intimate, remote, and exclusive destinations.

BOAT ENTHUSIAST - Needs opportunity to stop at ports while traveling by boat and wants unique dining options and excursions along the way.

GAINS

GUEST JOBS-TO-BE-DONE

PAINS

Value Proposition

PRODUCTS

PRODUCTS

MARQUESAS KEYS - A communal, sustainable, and emotionally hospitable resort like no other place on earth!

SPA - Holistic wellness and rejuvenation treatments to unplug, recharge and reconnect.

SLEEP - Personalized sleep audit with Ambassador-led sleep condition optimization.

EAT - Sustainable and ethically sourced Food & Beverage program throughout the resort.

GROW - Six dimensions of wellness for kids.

EVASON EXPERIENCES - A vast array of personal, oceanic guest adventures that everyone can enjoy.

PAIN RELIEVERS

LUXURY TRAVELER - Sleep with Six Senses program to reset

INTEGRATED WELLNESS SEEKER - Giving time and money to philanthropic causes such as Six Senses initiatives.

AFFLUENT FAMILY VACATIONER - Seek help to align their healthy habits through Eat with Six Senses and Evason Experiences

BOAT ENTHUSIAST - Will take advantage of options for short term stays or day trips.

GAIN CREATORS

LUXURY TRAVELER - Reconnecting to nature with outdoor experiences.

INTEGRATED WELLNESS SEEKER - Currently writing a book on spirituality and age where this resort can be their sanctuary

AFFLUENT FAMILY VACATIONER - Can enjoy luxury and privacy with their children, and participate in Grow with Six Senses experiences.

BOAT ENTHUSIAST - Can use the marina and enjoy fine dining on property.

GAIN CREATORS

PAIN RELIEVERS

Key Partners

Local Governments

Banks & Lenders

Architects & Contractors

High-end Chefs & Culinary

Talent

Farmers, Gardeners & Florists

Wellness & Bodywork

Specialists (Ambassadors)

Yoga Instructors

Transportation Businesses

Travel Influencers

Key Activities

Real Estate Acquisitions

Emp oyee Tra ning

Luxury Hotel Bookings

Experience Packages

Spa & Wellness Treatments

Farming/Cul nary Activities

Earth Lab Sustainability Education

Guest Relations, Guest Reviews

Management, Cr sis Management

SIX SENSES MARQUESAS: community, sustainability, emotional hospitality.

SPA & WELLNESS: rejuvenation, and beauty treatments in Eastern and Western medicine.

Reservationist (Six Senses, OTA, etc)

Concierge & Staff

Butlers

Wellness Experiences

Public Relations

Cost Structures

Real Estate Acquisition

Legal Fees

Taxes

Marketing & Advertisements

Operations

Maintenance & Aggregated Services

Salaries & Compensation

1) Luxury Travelers

2) Holistic Wellness Seekers

3) Affluent Family Vacationers

The Brand

IHG Exposure

Portfolio of Hotels & Resorts

Employees ("Hosts")

Unique Real Estate Locations

Local Vendors

Property Architecture

Wellness Ambassadors

EAT WITH SIX SENSES: Sustainable and ethically sourced Food & Beverage program throughout the resort, including 3 Michelin Star restaurant L'Oursin

SLEEP WITH SIX SENSES: Personalized sleep audit with Ambassador-led sleep condition optimization.

GROW WITH SIX SENSES: Six dimensions of wellness for kids.

EVASON EXPERIENCES: Local, oceanic guest adventures.

OTA Sales Commissions

Experience Partner Fees

Travel Influencer Deals

4) Boat Enthusiasts

Key Resources Channels

Website & Direct Booking

Social Media

Tour Operators

Travel Agencies

OTAs (Indirect Partnership)

Key Influencer Partnerships

Luxury Travel Publications

Hotel & Resort Bookings

Spa Services & Packages

Dining, F&B Program

Evason Experiences

Small Inventory Purchases (Water Bottles, Sunscreen, Merchandise, etc)

Accommodations

OUTDOOR INTEGRATION

Architecture encourages outdoor experiences and reduces reliance on energy resources such as air conditioning

Uses natural cooling materials, such as carboncapturing concrete Outdoor showers

Private pools and jacuzzis

MANY MANGROVES

Vital to Florida's environmental and sustainability efforts

Offers protection from erosion and other natural disasters, such as hurricanes

Provides visual separation and privacy between villas Immerses guests in authentic Florida experience with native vegetation

Experiences

AQUATIC EXCURSIONS

Kayaking

Paddle Boarding

Snorkeling

Diving SPORTFISHING

Fishing Charters

Fish in, Fish out

Cook Your Catch

Spa & Wellness

IMMERSIVE RETREATS

In addition to day-to-day offerings, Six Senses offers multi-day retreat programs and pathways. Includes hightech and high-touch approaches to improve nutrition, fitness, education, stress levels, and mind-body connection.

NUMEROUS FACILITIES

Organic garden for growing spa botanicals

Rejuvenation spaces for lounge, sauna, hammam

Classes cover multiple styles of yoga, sound bath, meditation, etc

TECH INTEGRATION

Wellness screenings; biohacking tools such as cryotherapy

Skin analysis technology; Biologique Recherche's Skin

Instant® Lab

Elevated Dining

EXPERIENCES

Luxurious dining at signature L'Oursin Restaurant

Ethically sourced ingredients and sustainable seafood species

3 Michelin star service

L'OURSIN MENU

Wines List & Parings

Raw Bar

Local Catch, Exotic Flavors

Delicate Pâtisserie

CHEF LAURENT GRAS

Chef Gras has worked in very high-level, fine dining restaurants, including luxury hotels in France and New York City. Classically trained in French culinary style, he also integrates nuances of modern technical cooking to elevate his food from traditional to ethereal. In addition to his direction of L'Oursin, Chef Gras will oversee the resort's culinary program across in room dining, a more casual beach grill, and the alchemy bar.

Brand Positioning Statement

For luxury leisure travelers looking to want for nothing and remember everything, Six Senses Marquesas is the ultimate United States destination that delivers crafted experiences rooted in wellness and sustainability. Uniquely located in the sublime and remote Florida Keys, Six Senses Marquesas takes a responsible, caring and pioneering approach to delivering emotional hospitality and helps guests feel connected to self, others and the natural world.

Placement

Six Senses provides guests an extraordinary experience through a portfolio of properties focused on remote locations with incredible beaches, lagoons, and tropical lushness. Marquesas is an ideal destination for realizing the Six Senses vision, with uninhabited natural beauty, historically significant, and rich cultural and natural local resources for exciting and unique activities.

STRATEGIES

Along with the property location, Six Senses can build brand equity through the following methods that ensure coherence with brand purpose.

High-quality communication

Brand Merchandise

Controlled distribution channels

Promotion

Six Senses Marquesas will generate tremendous interest and buzz as the brand's first property in the United States, in addition to being the premiere luxury destination in the Florida Keys. The promotion strategy must preserve the desired intimacy and privacy coherent with the brand identity, while still attracting and motivating luxury travelers to experience the resort's pioneering wellness and sustainability offerings.

Six Senses Marquesas will communicate its ability to satisfy consumers needs that are driven by aesthetic, symbolic and ephemeral values.

CHANNELS

Influencer partnerships

Public relations

Social media

Digital marketing

P&L PROJECTION