Presentation is loading. Please wait.

Presentation is loading. Please wait.

NEW TRENDS & DEVELOPING SERVICES IN LUXURY TOURISM – THE MARBELLA CLUB HOTEL· GOLF RESORT & SPA Katja Gottwik, Director of Sales & Marketing.

Similar presentations


Presentation on theme: "NEW TRENDS & DEVELOPING SERVICES IN LUXURY TOURISM – THE MARBELLA CLUB HOTEL· GOLF RESORT & SPA Katja Gottwik, Director of Sales & Marketing."— Presentation transcript:

1 NEW TRENDS & DEVELOPING SERVICES IN LUXURY TOURISM – THE MARBELLA CLUB HOTEL· GOLF RESORT & SPA Katja Gottwik, Director of Sales & Marketing

2 MCH·GR&S KG 2004 THE MARBELLA CLUB HOTEL· GOLF RESORT & SPA 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

3 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-of- the-art tennis and fitness centre

4 MCH·GR&S KG 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

5 MCH·GR&S KG 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 Condé Nast Traveller Gold List 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

6 MCH·GR&S KG 2004 PAST FIVE YEARS 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

7 MCH·GR&S KG 2004 SALES STRATEGY CONTINUE TO BE RATE AND PROFIT LEADERS THROUGH EFFECTIVE REVENUE GENERATION PROGRAMMES AND COST / PRODUCT MANAGEMENT ELIMINATE SEASONALITY BY SERVING NEW MARKET SEGMENTS (GOLF / SPA)

8 MCH·GR&S KG SALES STRATEGY ENCOURAGE EXTENDED AVERAGE STAYS AT THE INCREASING FIT LEVEL REDUCE GROUPS TO A MINIMUM IN NUMBER AND SIZE AT A FAVORABLY HIGH RATE, SUBJECT TO DEMAND AND AVAILABILITY

9 MCH·GR&S KG 2004 PRICING POLICY TRANSPARENT RATE STRATEGY GUARANTEED BEST RATE OFFERED NO LAST-MINUTE DUMPING PRICES SEASONAL RATE STRUCTURE COMMISSIONABLE TO CERTIFIED AGENTS ADD VALUE RATHER THAN DISCOUNT

10 MCH·GR&S KG 2004 PLACE / DISTRIBUTION KEY MARKET SEGMENTS DIRECT CLIENT BASE:60%+ INTERMEDIARY: (TRAVEL AGENTS / LHW)27%+ WHOLESALERS:11% - GROUPS / INCENTIVES:2 % -

11 MCH·GR&S KG 2004 PLACE / DISTRIBUTION KEY MARKETS UK36% USA11% SPAIN10% GERMANY 6%

12 MCH·GR&S KG 2004 PROMOTION DIRECT CLIENT BASE GDS – GLOBAL DISTRIBUTION SYSTEM SMALL NUMBER OF EXCLUSIVE T.O. TRAVEL AGENT DATA BASE

13 MCH·GR&S KG PROMOTION PUBLICATIONS IN KEY AND NEW MARKETS – SELECT & STRATEGIC QUALITY OVER QUANTITY CROSS PROMOTIONAL ALLIANCES ASSOCIATIONS / AFFILIATIONS

14 MCH·GR&S KG 2004 MARKET CHALLENGES 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

15 MCH·GR&S KG MARKET CHALLENGES DECLINE OF POPULARITY OF CONVENTIONAL DESTINATIONS MULTIPLE RESIDENCES / SHARED OWNERSHIP GENERAL CRISIS OF SERVICE INDUSTRY COST IF CUSTOMER ACQUISITION 7 X CUSTOMER RETENTION

16 MCH·GR&S KG 2004 CHANGES IN LUXURY - THE CLIENT 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

17 MCH·GR&S KG 2004 CHANGES IN LUXURY - VALUE ATTRIBUTES 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

18 MCH·GR&S KG 2004 MARKET TRENDS - PRODUCT HARDWARE: ROOMS, BATHROOMS SPACE, LARGE, LUXURY FFF LOCAL ARTICRAFTS OVER MASS PRODUCED ROOM AND DESIGN NATURAL WINDOW TREATMENT AND VIEW NO NET CURTAINS

19 MCH·GR&S KG 2004 MARKET TRENDS - PRODUCT...HARDWARE: TECHNOLOGY – HIGH TECH OR BAREFOOT LUXURY? FACILITIES: GOLF SPA SHOPPING – DESIGNER BRAND BOUTIQUES

20 MCH·GR&S KG 2004 MARKET TRENDS – PRODUCT SOFTWARE: SERVICE STANDARDS - >1.500 LANGUAGES CONVENIENCE - MAKING THE IMPOSSIBLE POSSIBLE TO CREATE THE ULTIMATE EXPERIENCE FROM SWIMMING WITH DOLPHINS TO FINDING A LOST CIVILISATION

21 MCH·GR&S KG 2004 MARKET TRENDS - PRODUCT HEALTH & HOSPITALITY DESTINATION SPAS HOLISTIC APPROACH OR PLASTIC SURGERY? ALTERNATIVE MEDICINE – AGE MANAGEMENT PURIFIED AIR & WATER SYSTEMS

22 MCH·GR&S KG 2004 MARKET TRENDS - PRODUCT...HEALTH & HOSPITALITY NON-TOXIC PAINT, FABRIC & CLEANING COLOUR & AROMA THERAPY FEATURES HEALTH FOOD: IMMUNE BOOSTERS ORGANIC & LOCAL PRODUCE DIETARY OPTIONS MINI-BAR -> REMEDY BAR

23 MCH·GR&S KG 2004 MARKET TRENDS - GENERAL BRAND HOTEL LADIES ROOMS – NEAR ELEVATORS, SPECIAL VANITY ACCESSORIES OUTSOURCING SERVICES FULL SERVICE APPARTMENTS SMALL ISLAND RESORTS AWAY FROM CIVILISATION

24 MCH·GR&S KG 2004 MARKET TRENDS - GENERAL NATURE AWARENESS & INTEGRITY BUSINESS ETHICS TECHNOLOGY AS A WAY TO IMPROVE HUMAN TOUCH DIFFERENT/UNIQUE/MEMORABLE/ CUSTOMISED DELIVERY OF SERVICE

25 MCH·GR&S KG 2004 RECRUITMENT HOW TO PREPARE FOR THE FUTURE? HANDSHAKE & IN-DEPTH INTERVIEWS MULTIPLE ASSESSMENT SEEK FOR AMBASSADORS INSIDE & OUT HIRE FOR ATTITUDE NOT APTITUDE COMMITMENT & CONFIDENCE GENUINE CARING CANNOT BE TAUGHT

26 MCH·GR&S KG 2004 MCH·GR&S HOSPITALITY BASICS 1. Smile and be positive. 2. Greet all you meet – “good morning/afternoon/evening”, “you are welcome”, “my pleasure”, “excuse me”… 3. The answer is yes, never NO. Now what is the question. 4. A guest’s concern is your concern. 5. An absolute level of cleanliness and security is each one’s responsibility.

27 MCH·GR&S KG HOSPITALITY BASICS 6. Escort guests, do not point. 7. Assist your colleagues. 8. Do not eat, drink, smoke or chat with colleagues in guest areas. 9. Enjoy your work, and treating guests and colleagues with respect and dignity. 10. Act as an ambassador of your hotel inside and outside.

28 MCH·GR&S KG 2004 PERSONNEL TRAINING LANGUAGE PRODUCT KNOWLEDGE TRAINING ON THE JOB > TELEPHONE TRAINING IT EXPERIENCE / RESERVATION SYSTEM COMPLAINT HANDLING - OPPORTUNITY MARBELLA CLUB HOSPITALITY BASICS

29 MCH·GR&S KG 2004 MARBELLA CLUB THALASSO SPA THALASSO THERAPY PRODUCT SPECIFICATIONS TREATMENT & PRODUCT KNOWLEDGE REGULAR TECHNICAL UPDATE GENERAL WELLBEING CONSULTATION SALES TRAINING

30 MCH·GR&S KG 2004 SERVICE PHILOSOPHY Friendly without being familiar Good enough is the enemy of excellence Always one step beyond expectations Success is a journey, not a destination

31 MCH·GR&S KG 2004


Download ppt "NEW TRENDS & DEVELOPING SERVICES IN LUXURY TOURISM – THE MARBELLA CLUB HOTEL· GOLF RESORT & SPA Katja Gottwik, Director of Sales & Marketing."

Similar presentations


Ads by Google