This document provides a marketing perspective and recommendations for rebranding and positioning Porto Carras resort in Greece. It summarizes the resort's history and strengths as a luxury brand with an ideal location and facilities. However, renovations are needed and competitors have improved. The recommendations focus on renovating interiors and amenities, promoting an experiential all-inclusive model for families and adults, and partnerships to attract visitors in all seasons through unique experiences like gaming, spa treatments, and fashion brands. The goal is to establish Porto Carras as the premier lifestyle resort destination in northern Greece.

1. ON SALE
NEW ERA?
My expectations from marketing perspective

2. Friendly Review
It's only a concept according nowadays luxury resort standards for the new owner from my per-
spective without knowing deeper finance insights, marketing and management issues for resort.
As a visitor I defined some weeknessess and opportunities for that property in a comparison with
other resorts. I think that marketing strategy for latest years was good enough but as a custom-
er, advertising messages made me expect higher quality of services and instead of that I experi-
enced lower quality for accommodation, dining etc. And of course I made a comparison with other
luxury hotels that serves more with the same pricing policy.
Conclusions is yours

3. HISTORY
Porto Carras has been a resort
playground to the rich and famous
worldwide since 80s. By helicop-
ter or private yachts, some of the
most important political figures,
royalty, artists and celebrities es-
caped to Villa Galini and Porto
Carras to get away from all.
Yannis Carras was succeed his
vision to that ideal located resort
and created a luxurious, sustaina-
ble and innovative Palace in
Greece that everyone told for.
In latest years Technical Olympic
made important improvements
and upgrades for that Palace but
now seems that the only thing that
left is the brand. In 2019 seems
outdated in comparison with com-
petitors, age standards and cus-
tomers perceptions about that
brand.

4. HOSPITALITY INDUSTRY RESEARCH
INSIGHTS IN HALKIDIKI Halkidiki’s visitor profile
9 in 10 stays 7 days
20,85% Britains 10,03% Germans 5,17% Russians
Choose HB
Choose All Inclusive
82%
5%
ADR
in Halkidiki
134
euro
from the total
travel budget
spent on dining
from the total
travel budget
spent on shopping
41,55% 21,85%
Important factor to choose vacation package is internet 16,9%
6 in 10 booked with travel agency (online or ofline)!
Resources: INSETE
ACT,TOH
Higher profitability for 5 star hotels or premium
destinations
Greece attracts higher income tourists last years

5. Rebranding
Positioning

6. REBRANDING
POSITIONING
by Promoting:
The only Golf and Casino resort in North
Greece with IoT rooms
The new reconstraction. Basically interior
with exterior improvements
New logo that will mark the new
era
As the ultimate lifestyle experince
A hotel that defines the destination

7. Enter to the ultimate lifestyle
experience
NEW LOGO
NEW AGE
Porto Carras is a well
known brand worldwide, so
i think that it doesn’t need to
change the name for its
reputation but only the logo.
I also replaced the Grand
resort with riviera. It needs
something that will marks
the new age for resort. The
right picture just presents a
concept.

8. Competitors
Direct Competitors
Smaller resort competition
Replacement Competitors

9. S
O
W
T
Based on what experienced in July 2019
- Ideal location
- Blue flag beach
-Strong Brand name
- Lots of existing facitilies
- The only one golf resort
in North Greece
- Facilities needs renovation
- Lack of staff
- Liquidity squeeze
- Greece among top
worldwide destinations
- Increasing demand for
luxury resorts
- Higher profitability for 5
star hotels
- Newly renovated grand
resorts nearby ( SANI, IKOS)
-Replacement competitors
-Low ADR in Halkidiki
- Opap play casino compe-
tition
- Halkidiki is a summer des-
tination

10. The Challenge
is to create demand for luxury hotels for lesser known destina-
tions based on SEA and SUN model such as Chalkidiki
create a perfect experienced stay, entertaining, dining and shop-
ping resort that will define the destination for travellers
Revenue Increase

11. Interior upgrade and
exterior aesthetics upgrade
(pools improovements, wa-
terpark nearby, adults area
in the beach, close casino,
restaurants for perfect
dining experience, IoT
rooms )
Focus on
experiential marketing
strategies and Premium
all inclusive model for
families and adults
- a lifestyle all inclusive experience
- Buffet and AL A Cart restau-
rants(plates with gastronomic inter-
est, premium spirits and cocktails)
- Various Entertaining programs
during stay for adults and children
Pricing
-same as competitors
-Standard room starts at 260 till 750 per romm/per night

12. For all seasons
Promote as a
Premium stay casino-marina resort
for all seasons
- Room aesthetic upgrates and IoT
- Renovation with some winter elements in main
areas of building (fireplace,stone wall etc)
- Exclusive Dining Choices
- Entertaining Programs
- Membership club(Loyalty awards program)
-Partership with travel agencies to create new
travel packages for winter(ex 5 days Thessalon-
iki-2 days Porto Carras)
-Parrtnership with TUI etc
Partnership with influencers and International
celebrities
(They will increase brand awareness)
Standard rooms starts at 150 till 400 per night
Pricing

13. Including stay, dininig and gamblling
- Promote Jackpots and special nights
with international Golf organasations
Partnership

14. -Research for new treatments
- Promote Spa Treatments and
winder weekends for rejuvenation
at low season
Motivate to attract Luxury famous
fashion brands interest and create
a small mall at marina shops.
(They will play promotion and free
advertising role for the whole
resort)

15. Thank you,
for your attention
Proposal Limitations
Budget unawareness for renovation
Deeper financial and Resort insights
Those expectations are based from my experience as a visitor
and marketer and I am sure that represents a small part of the
overall business strategy without including proposals for Villa
Gallini, Domaine Porto Carras, perhaps new buildings, villas etc.

16. Sail to business growth
Think
Creative/Digital/Sustainable
Review my resume at: