AC HOTEL Analysis of the hospitality resourcing and the business performance

INTRODUCTION

• Created by Antonio Catalan in 1998 • 90 hotels in Spain, Portugal and Italia • Joint venture with Marriott in 2011

Market profile of AC Hotel in Spanish Tourism Industry

• Contribution of the Hospitality Industry market in Spain: 65% of the PIB and 66% of creation of employment

• According the world travel tourism and council, Spain is a the second place at the top of the most visited countries

HOSPITALITY PRODUCT

CORE PRODUCT: Providing the highest level of quality and comfort

MICRO PRODUCTS:• Salon AC• Breakfast AC• Fitness room

MACRO PRODUCTS:• Location• Price • Image

COST PRICING STRATEGY

• AC Hotel in Coruna • AC HOTEL in Barcelona

COMPETITORS

• • • •

MELIA HOTEL

STARWOOD HOTEL

INDIGO HOTEL

EVEN HOTEL

TARGET MARKET

• BUSINESS PEOPLE • SOCIAL TRAVELER

Customer perceptions of quality

Service quality promises from AC hotel:

• To provide the highest level of quality and comfort to guest.

• To give the opportunity to customers to discover the city though the hotel.

• To deliver the last trend fittings and facilities.

OUTSOURCING

• Outsourcing is a process which consists to use external company to realize different tasks. Marriott has decided to collaborate with Accenture in order to improve its accounting business process outsourcing.

BRAND AUDIT

• Face Book page to promote new information:

• Twitter and website

RECOMMENDATIONS

• AC should respect what it promises: location in city center

• Really poor and unattractive web site• Include different elements in the price (WI-FI as

example)