Transcript Recomendar una estrategia - Cedefop | European Centre for

NEW TRENDS & DEVELOPING
SERVICES IN LUXURY TOURISM –
THE MARBELLA CLUB HOTEL· GOLF RESORT & SPA
Katja Gottwik, Director of Sales & Marketing
THE MARBELLA CLUB HOTEL·
GOLF RESORT & SPA
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IS THE LEADING LUXURY RESORT IN SPAIN
MEMBER OF THE LEADING HOTELS OF THE
WORLD
COMPETING IN THE GLOBAL 5 * MARKET
SERVING AN INTERNATIONAL, SELECT
INDIVIDUAL AND EXCLUSIVE SMALL
INCENTIVE CLIENTELE
MCH·GR&S KG 2004
VISION STATEMENT
TO BE-come the most successful and complete
year-round luxury resort in Europe, offering
 luxurious and unique accommodation
 delightful, timely and personalized service
 exquisite international gourmet cuisine
 all-round leisure facilities including a renowned
Beach Club and water sports, a full luxury
Thalasso Spa, a private 27-hole championship
golf resort with riding stables, and a state-ofthe-art tennis and fitness centre
MCH·GR&S KG 2004
...VISION STATEMENT
continuous striving for excellence at all levels
We will offer unequalled service at all times to our
loyal and international clientele as a result of
 outstanding facilities and a highly motivated
atmosphere for our staff
 while maximising profit with a favourably high
occupancy
 at the highest possible average room rate
 exceeding budget expectations
MCH·GR&S KG 2004
50 YEARS MARBELLA CLUB HOTEL
voted American Express Platinum & Centurion Card members’
Favourite Beach Hotel of Europe 2003
Travel & Leisure BEST HOTELS IN THE WORLD Award 2004
2004 Condé Nast Traveller Gold List
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HORIZONTAL LAYOUT, BEACH FRONT
LOCATION
121 SPACIOUS ROOMS AND SUITES
16 PRIVATE VILLAS
PRIVATE 18 HOLE GOLF RESORT & RIDING
STATE-OF-THE-ART BEACH FRONT SPA
DIVERSE SELECTION OF OUTLETS
MCH·GR&S KG 2004
PAST FIVE YEARS
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CONTINUOUS IMPROVEMENT & DEVELOPMENT
OF FACILITIES AND SERVICES
FOCUS ON INNOVATIVE SALES & MARKETING
PROGRAMMES
FLUENT
INTERNAL
AND
EXTERNAL
COMMUNICATION
INCREASE SHARE OF HIGH PROFILE GUESTS IN
EXISTING KEY AND NEW MARKET SEGMENTS
ARR > €500 / YEAR-ROUND OPERATION
MCH·GR&S KG 2004
SALES STRATEGY
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CONTINUE TO BE RATE AND PROFIT
LEADERS
THROUGH
EFFECTIVE
REVENUE GENERATION PROGRAMMES
AND COST / PRODUCT MANAGEMENT
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ELIMINATE SEASONALITY BY SERVING
NEW MARKET SEGMENTS (GOLF / SPA)
MCH·GR&S KG 2004
...SALES STRATEGY
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ENCOURAGE EXTENDED AVERAGE STAYS
AT THE INCREASING FIT LEVEL
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REDUCE GROUPS TO A MINIMUM IN
NUMBER AND SIZE AT A FAVORABLY
HIGH RATE, SUBJECT TO DEMAND AND
AVAILABILITY
MCH·GR&S KG 2004
PRICING POLICY
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TRANSPARENT RATE STRATEGY
GUARANTEED BEST RATE OFFERED
NO LAST-MINUTE DUMPING PRICES
SEASONAL RATE STRUCTURE
COMMISSIONABLE TO CERTIFIED
AGENTS
ADD VALUE RATHER THAN DISCOUNT
MCH·GR&S KG 2004
PLACE / DISTRIBUTION
KEY MARKET SEGMENTS
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DIRECT CLIENT BASE:
60%
+
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INTERMEDIARY:
(TRAVEL AGENTS / LHW)
27%
+
WHOLESALERS:
11%
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2%
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GROUPS / INCENTIVES:
MCH·GR&S KG 2004
PLACE / DISTRIBUTION
KEY MARKETS
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UK
36%
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USA
11%
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SPAIN
10%
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GERMANY 6%
MCH·GR&S KG 2004
PROMOTION
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DIRECT CLIENT BASE
GDS – GLOBAL DISTRIBUTION SYSTEM
SMALL NUMBER OF EXCLUSIVE T.O.
TRAVEL AGENT DATA BASE
www.marbellaclub.com
MCH·GR&S KG 2004
...PROMOTION
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PUBLICATIONS IN KEY AND NEW
MARKETS – SELECT & STRATEGIC
QUALITY OVER QUANTITY
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CROSS PROMOTIONAL ALLIANCES
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ASSOCIATIONS / AFFILIATIONS
MCH·GR&S KG 2004
MARKET CHALLENGES
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TERRORISM & WAR – TRAVEL MADE A
CHALLENGE & INCONVENIENCE
WWW - WORLD AT A CLICK, LUXURY
ACCESSIBLE TO EVERYBODY INSTANTLY
LAST-MINUTE BOOKING PATTERNS
CONSTANTLY INCREASING PRICE-QUALITY
DEMAND AND DEMAND FOR VALUE
MCH·GR&S KG 2004
...MARKET CHALLENGES
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DECLINE OF POPULARITY OF
CONVENTIONAL DESTINATIONS
MULTIPLE RESIDENCES / SHARED
OWNERSHIP
GENERAL CRISIS OF SERVICE INDUSTRY
COST IF CUSTOMER ACQUISITION 7 X
CUSTOMER RETENTION
MCH·GR&S KG 2004
CHANGES IN LUXURY
- THE CLIENT
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IS VERY PRICE QUALITY CONSCIOUS
HIGHLY EDUCATED AS TO OPTIONS AND
QUALITY ATTRUBUTES
BRAND SHOULD NO LONGER BE FLASHY BUT
SUBSTANTIAL
SEEK MULTI EXPERIENCE
ONE-OF-A-KIND HOLIDAY
FAMILY TRAVEL – CHILDREN AS DISCERNING
DESIGNER BRAND CLIENTELE
MCH·GR&S KG 2004
CHANGES IN LUXURY
- VALUE ATTRIBUTES
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SPEND MORE ON EXPERIENCE THAN OBJECTS
TIME ALONE WITH SPOUSE OR FAMILY
SEEKS PRIVACY & INTIMACY
VALUE & AUTHENTICITY
CONNECTIVITY AS AN OPTION
PERSONALISATION & TIME
SECURITY
CREDIBILITY & DISCLOSURE
MCH·GR&S KG 2004
MARKET TRENDS - PRODUCT
HARDWARE:
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ROOMS, BATHROOMS
SPACE, LARGE, LUXURY FFF
LOCAL ARTICRAFTS OVER MASS
PRODUCED ROOM AND DESIGN
NATURAL WINDOW TREATMENT AND
VIEW
NO NET CURTAINS
MCH·GR&S KG 2004
MARKET TRENDS - PRODUCT
...HARDWARE:
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TECHNOLOGY – HIGH TECH OR
BAREFOOT LUXURY?
FACILITIES:
GOLF
SPA
SHOPPING – DESIGNER BRAND
BOUTIQUES
MCH·GR&S KG 2004
MARKET TRENDS – PRODUCT
SOFTWARE:
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SERVICE STANDARDS - >1.500
LANGUAGES
CONVENIENCE - MAKING THE
IMPOSSIBLE POSSIBLE TO CREATE THE
ULTIMATE EXPERIENCE
FROM SWIMMING WITH DOLPHINS TO
FINDING A LOST CIVILISATION
MCH·GR&S KG 2004
MARKET TRENDS - PRODUCT
HEALTH & HOSPITALITY
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DESTINATION SPAS
HOLISTIC APPROACH OR PLASTIC
SURGERY?
ALTERNATIVE MEDICINE – AGE
MANAGEMENT
PURIFIED AIR & WATER SYSTEMS
MCH·GR&S KG 2004
MARKET TRENDS - PRODUCT
...HEALTH & HOSPITALITY
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NON-TOXIC PAINT, FABRIC & CLEANING
COLOUR & AROMA THERAPY FEATURES
HEALTH FOOD:
IMMUNE BOOSTERS
ORGANIC & LOCAL PRODUCE
DIETARY OPTIONS
MINI-BAR -> REMEDY BAR
MCH·GR&S KG 2004
MARKET TRENDS - GENERAL
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BRAND HOTEL
LADIES ROOMS – NEAR ELEVATORS,
SPECIAL VANITY ACCESSORIES
OUTSOURCING SERVICES
FULL SERVICE APPARTMENTS
SMALL ISLAND RESORTS AWAY FROM
CIVILISATION
MCH·GR&S KG 2004
MARKET TRENDS - GENERAL
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NATURE
AWARENESS & INTEGRITY
BUSINESS ETHICS
TECHNOLOGY AS A WAY TO IMPROVE
HUMAN TOUCH
DIFFERENT/UNIQUE/MEMORABLE/
CUSTOMISED DELIVERY OF SERVICE
MCH·GR&S KG 2004
RECRUITMENT
HOW TO PREPARE FOR THE FUTURE?
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HANDSHAKE & IN-DEPTH INTERVIEWS
MULTIPLE ASSESSMENT
SEEK FOR AMBASSADORS INSIDE & OUT
HIRE FOR ATTITUDE NOT APTITUDE
COMMITMENT & CONFIDENCE
GENUINE CARING CANNOT BE TAUGHT
MCH·GR&S KG 2004
MCH·GR&S HOSPITALITY BASICS
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Smile and be positive.
Greet all you meet –
“good morning/afternoon/evening”, “you are
welcome”, “my pleasure”, “excuse me”…
The answer is yes, never NO. Now what is the
question.
A guest’s concern is your concern.
An absolute level of cleanliness and security is
each one’s responsibility.
MCH·GR&S KG 2004
...HOSPITALITY BASICS
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Escort guests, do not point.
Assist your colleagues.
Do not eat, drink, smoke or chat with
colleagues in guest areas.
Enjoy your work, and treating guests and
colleagues with respect and dignity.
Act as an ambassador of your hotel inside and
outside.
MCH·GR&S KG 2004
PERSONNEL TRAINING
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LANGUAGE
PRODUCT KNOWLEDGE
TRAINING ON THE JOB > 1.500
TELEPHONE TRAINING
IT EXPERIENCE / RESERVATION SYSTEM
COMPLAINT HANDLING - OPPORTUNITY
MARBELLA CLUB HOSPITALITY BASICS
MCH·GR&S KG 2004
MARBELLA CLUB THALASSO SPA
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THALASSO THERAPY
PRODUCT SPECIFICATIONS
TREATMENT & PRODUCT KNOWLEDGE
REGULAR TECHNICAL UPDATE
GENERAL WELLBEING CONSULTATION
SALES TRAINING
MCH·GR&S KG 2004
SERVICE PHILOSOPHY
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Friendly without being familiar
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Good enough is the enemy of excellence
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Always one step beyond expectations
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Success is a journey, not a destination
MCH·GR&S KG 2004
MCH·GR&S KG 2004