Corporate Research in a Global Company

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Corporate Research in a

Global Company Rodney Dalton

Corporate Market Research Manager at the Las Vegas Sands

1 Confidential

Wednesday, April 15, 2015

The Venetian | The Palazzo | Sands Expo | Sands Bethlehem | Paiza | Sands Macao

The Venetian Macao | Four Seasons Hotel Macao | The Plaza Macao | Sands Cotai Central | Marina Bay Sands

Corporate Research in a Global Company

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TOPICS

Brief Overview of Research Structure

Social Media Research

Trends Project Example

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ABOUT LVSC

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ABOUT LVSC

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MARKET RESEARCH TEAM STRUCTURE

• 10 Properties

• 11 Researchers

• 19 Part-time Interceptors

Corporate Research

Team

(3 Researchers)

Las Vegas

Research Team

(1 Researcher)

Bethlehem

Research Team

(1 Researcher)

Singapore

Research Team

(2 Researchers)

Macau Research

Team

(4 Researchers)

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MARKET RESEARCH

• Role:

– To provide consumer, brand and

marketplace insights that inform

decision-making

• Goals:

– Support the strategic priorities of the

Company

– Provide in-depth understanding of our

consumers and deliver unbiased,

actionable and forward-thinking

insight

– Strive to be a trusted advisor to our

internal clients and stakeholders

• Types:

– Secondary/Syndicated and Primary

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CORPORATE & PROPERTY RESEARCH

• Corporate Market Research

– Supports Corporate-level research needs and global initiatives; serves

as liaison for Corporate requests for local information

– Defines and advises on best practices for research across the

organization

– Advises and supports Property Research

– Involved in the engagement of outside research providers

• Property Market Research

– Supports all Property-specific research needs

– Works in collaboration with Corporate Market Research and the other

Property Research groups

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CHALLENGES

1. Politics

2. Cultural Differences

3. Data Privacy

4. Time Difference

5. Too Many Stakeholders

6. Procurement Process

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Social Media

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SOCIAL MEDIA FACTS

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SOCIAL MEDIA INSIGHT

• Social Media Research

– 85% of social media contents comes

from 30% of the social media

audience

– Must be supplemented with

traditional research

• Steps for Listening:

– Define the problem

– Devise hypothesis

– Select data sources

– Craft analysis to test hypothesis

– Supplement through primary

research

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SOCIAL MEDIA STRATEGY

• Social Media Strategy

– Goal: Improve guest communication

• Facebook & Twitter

– Goal: Engage with past, current and

prospective guest

• Facebook, Twitter & Instagram

– Goal: Generate more website traffic

• Google+ & YouTube

– Goal: Increase brand exposure and

enable direct bookings

• All

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DAVID BECKHAM #NEVERSETTLE

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TRENDS

• Travel Trend: Mobile Bookings

– Mobile bookings are tilting toward the day when they might reflect today’s

desktop patterns

• Marketing Trend: Hotel Content Marketing

– Hotels are developing sophisticated online content marketing that positions the

hotel as a character in a traveler’s journey

• Hospitality Trend: Prioritization of Sleep

– Guests are placing a high prioritization on sleep and hotels are responding in

innovative ways

• Consumer Trends:

– Demand for Instant Everything

• Consumers are demanding instant gratification; brands have 10 secs to make an

impression

– Experiences over Possessions

• Experiences are becoming more valued than possessions for consumers

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PROVIDER CRITERIA

1. Global Capabilities

2. Offices in China

3. Gaming/Hotel

Experience

4. Innovative Thinking

5. Core Competency

6. Account Management

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Rodney T. Dalton Corporate Market Research Manager

Las Vegas Sands Corp.

Office: 702.607.4743

Email: [email protected]

CONTACT