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