Together both parties reinvented their segment through implementing trailblazing new concepts combined with the value- adding design factor. While W Hotels succeeded in adopting an exclusive lifestyle hotel destination with a focus on design, fashion and music, MotelOne concentrated on a premium low-cost oriented design-approach. W Hotels and MotelOne are two well-established paradigms for innovativeness in the hospitality industry. In such highly competitive markets, monopolists - those who are able to find a market niche - exhibit the best chances for economic success. Similar to the Darwin’s “Survival of the Fittest”-approach the Blue Ocean Strategy depends on customizing and enhancing an already existing concept with innovative features. In contrast to saturated Red Oceans, Blue Oceans feature value innovation through an adjusted offering with costs benefits. Therefore, entrepreneurs need to aim for differentiation in order to gain an uncontested market position.īlue Oceans are more than a natural wonder and a loophole for mass-market participants: It is an efficient strategy management tool that focuses on finding innovative business concepts and thus the key to success for adaptive companies. The hospitality industry experiences abundant growth rates, although it is one of the world’s toughest markets. B MotelOne TripAdvisor overview I Abstract
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