Post on 15-Dec-2015
NEW TRENDS & DEVELOPING SERVICES IN LUXURY TOURISM –
THE MARBELLA CLUB HOTEL· GOLF RESORT &
SPA
Katja Gottwik, Director of Sales & Marketing
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
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
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 2003Travel & Leisure BEST HOTELS IN THE WORLD Award 20042004 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
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
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)
MCH·GR&S KG 2004
...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
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
MCH·GR&S KG 2004
PLACE / DISTRIBUTIONKEY MARKET SEGMENTS DIRECT CLIENT BASE: 60% +
INTERMEDIARY: (TRAVEL AGENTS / LHW) 27% +
WHOLESALERS: 11% -
GROUPS / INCENTIVES:2 % -
MCH·GR&S KG 2004
PLACE / DISTRIBUTIONKEY MARKETS UK 36%
USA 11%
SPAIN 10%
GERMANY 6%
MCH·GR&S KG 2004
PROMOTION
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
PUBLICATIONS IN KEY AND NEW MARKETS – SELECT & STRATEGICQUALITY OVER QUANTITY
CROSS PROMOTIONAL ALLIANCES
ASSOCIATIONS / AFFILIATIONS
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
MCH·GR&S KG 2004
...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
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
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
MCH·GR&S KG 2004
MARKET TRENDS - PRODUCTHARDWARE: 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: TECHNOLOGY – HIGH TECH OR
BAREFOOT LUXURY? FACILITIES: GOLF SPA SHOPPING – DESIGNER BRAND
BOUTIQUES
MCH·GR&S KG 2004
MARKET TRENDS – PRODUCTSOFTWARE: 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 - PRODUCTHEALTH & HOSPITALITY 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 NON-TOXIC PAINT, FABRIC & CLEANING COLOUR & AROMA THERAPY FEATURES HEALTH FOOD:
IMMUNE BOOSTERSORGANIC & LOCAL PRODUCEDIETARY OPTIONS
MINI-BAR -> REMEDY BAR
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
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
MCH·GR&S KG 2004
RECRUITMENTHOW 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
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.
MCH·GR&S KG 2004
...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.
MCH·GR&S KG 2004
PERSONNEL TRAINING
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
THALASSO THERAPY PRODUCT SPECIFICATIONS TREATMENT & PRODUCT KNOWLEDGE REGULAR TECHNICAL UPDATE GENERAL WELLBEING CONSULTATION SALES TRAINING
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
MCH·GR&S KG 2004