This document provides an overview and business plan for a proposed lifestyle hotel in Barcelona called Happy Arty Hotel. The 90-room 4-star hotel would be dedicated to alternative music and urban art with a retro design atmosphere. The plan outlines the project leader's background, defines the target market as leisure travelers aged 25-45 interested in new experiences and the arts. It provides an analysis of Barcelona's hotel industry, the hotel's positioning as a lifestyle rather than hotel brand, and details marketing, financial, operational, and HR plans to achieve customer satisfaction, occupancy, and recognition goals.
3. INDEX
Company overview & strategy
Business environment analysis
Marketing plan
Financial plan
Implementation
4.
5. COMPANY OVERVIEW
Lifestyle Hotel
4 Stars
90 Rooms
Dedicated to alternative music and urban art
Retro-design atmosphere
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
6. PROJECT LEADER BACKGROUND
Degree in Business Science
Master Degree in Hospitality Management
Experience in MICE sector and Interior Design
Founder and manager of The Royal Racer
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
7.
8. LIFESTYLE
Way of living of individuals, families & societies
Expressed in both work and leisure behaviors
Affect the allocation of incomes
Reflects people self-image
Different from « way of life »
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
9. LIFESTYLE & BOUTIQUE HOTELS
High attention to details
Distinct qualities
Distinctive design, style & atmosohere
On-site F&B
Uniqueness
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
10. LIFESTYLE VS. BOUTIQUE HOTELS
Lifestyle Hotels
• Living elements and
activities
• Functional design
• Personally
meaningful
experience
• Niche market
• 100 to 150 rooms
Boutique Hotels
• Intimate, luxurious
& upscale
• Particular clientele
• Notion of charm
• 60 rooms max
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
11. KEY COMPONENTS OF LIFESTYLE
HOTELS
•Consistent corporate strategy
•Accurate segmentation and targeting
•Experience
•Emotion
•Design
•Personalized service
•F&B
Primary
•Locality
•Merchandising
•Events & happenings
Secondary
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
12. OBJECTIVES
Customer satisfaction of 90% within the 1st year
Occupation of 80% within 3 years
Top 20 on TripAdvisor within 2 years
Certified by the EU Ecolabel for Tourists Accommodations
Local objectives
• 100% of local artisans and artists involved in the design
• 70% of local food
• 60% of local suppliers
• 60% of local employees and 50% of local artists on events
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
13. VISION & MISSION
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
VISION
Happy Arty Hotel wants to be recognized as the
number 1 brand in Barcelona to live a lifestyle
experience based on art, music and social
mixture.
MISSION
At Happy Arty Hotel Barcelona we offer our guests an authentic,
local-oriented retro-design hotel experience where everything is
dedicated to create an outstanding musical and artistic journey
to finally exceed our customer’s expectations so that they will
love to come back.
14. CORE VALUES
Authenticity Creativity
Commited to
our
community
Environment
friendly
Innovation
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
15.
16. GENERAL OVERVIEW OF BARCELONA
Ranked 5th best destination in the world by TripAdvisor
Seaside city
Well developed transportation network
4th European city for international arrivals
Major events
Dominated by 4 & 5 stars hotels, big players
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
18. 5 FORCES ANALYSIS
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
0
1
2
3
4
5
6
7
8
9
Buyer Power
Supplier Power
New entrantsSubstitutes
Rivalry
5 FORCES
19. ANALYSIS OF THE COMPETITION
160 4 & 5 stars hotels in Barcelona
12 projects in the 3 coming years
ADR = 115€ to 190€ in 2011
RevPAR = 85€ to 150€ in 2011
4 Lifestyle « like » hotels
• Casa Camper
• Grand Hotel Central
• Hotel OMM
• Hotel W
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
20. COMPETITOR’S VALUE CURVE
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
0
1
2
3
4
5
6
7
8
9
10
Competitors' Value Curves
Casa Camper Grand Hotel Central Hotel Omm Hotel W
21. INTERNAL ANALYSIS – VALUE CHAIN
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
Inbound
Logistic
Operations
Outbound
Logistic
Marketing
& Sales
Service
Artistic
operations
People Management
Administration
IT Management
22. INTERNAL ANALYSIS – ORGANIZATION
CHART
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
Artistic
Director
Finance Revenue
Marketing &
Sales
F&B
People
Management
23.
24. MARKET RESEARCH
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
7.4 Million tourists in 2011 in Barcelona
15.5 Million overnights – Average 2.1 nights / stay
Museums and exhibition centers = 13 million visitors in 2011
Architecture, culture and enterteinement = top 5 reasons for coming
Low seasonality – April to October = 68% of total demand
2011 2012(Forecast) 2013(Forecast)
Occupancy 70.7 % 73.7 % 75.7 %
ADR 113.9 € 116.85 € 115.85 €
RevPAR 80.56 € 86.13 € 87.32 €
30. PSYCHOGRAPHIC SEGMENTATION –
VALS-2
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
Segment Lifestyle characteristics Psychological
characteristics
Consumer characteristics
Innovators Successful, sophisticated
Value personal growth
Wide intellectual interests
Varied leisure
Well informed, concerned
with social issues
Highly social
Politically active
Optimistic
Self-confident
Involved
Outgoing
Growth oriented
Leader
Enjoy the “finer things”
Receptive to new products,
technologies
Frequent readers
Light TV viewers
Experiencers Like the new, offbeat and
risky
Like socializing and sports
Concerned about image
Unconforming
Politically apathetic
Extraverted
Unconventional
Active
Impetuous
Energetic
Enthusiastic
Impulsive
Follow fashion
Spend income on socializing
Buy on impulse
Attend to advertising
Listen to music
31. PSYCHOGRAPHIC SEGMENTATION –
MBTI
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
Measure psychological preferences on how people perceive the
world and make decisions.
Focuses on 4 dimensions resulting in 16 psychological types
• Introversion vs. Extroversion
• Sensing vs. Intuition
• Thinking vs.Feeling
• Judging vs. Perceiving
1 Segment = ENFP
Extroverted – Intuitive – Feeling – Perceiving
• Charismatic, imaginative, warm with others, need attentions
• Seek harmony
• Optimistic
• Journalist, comedian, marketing or advertising consultant, musician or
photographer
32. PSYCHOGRAPHIC SEGMENTATION –
FLASHPACKERS & GLAMPACKERS
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
Older generation of backpackers – 25 to 40 years old
High education and income
Looking for experience
Less time – shorter trips
Variety of accommodations
More organized
Glampackers
• Oldest group with the highest income
• Travel in style
• Sensitive to culture
40. PRODUCT
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
80 rooms
•5 Bunk-bed rooms
•5 Single rooms
•60 Standard Double Rooms
•5 Superior Rooms
•4 Suites
•1 Large Suite
1 Bar-restaurant / Event venue with terrace
3 Meeting rooms
2 Retail area: 1 pop-up store & 1 merchandising store + 1 Barber Shop
Lobby = most important part of the hotel
41. PRICING
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
•BAR Rate: room only basis, refundable 24h prior to
arrival
•Non-refundable rate (BAR -10%): room only basis
•Early-bird rate (BAR -20%): room only basis, non-
refundable, between 45 to 30 days prior arrival or up to
50% occupancy
•Rack rate
Pricing
Policy
KPIs
KPIs 1st Year 2nd Year 3rd Year
Occ (%) 68% 73% 77%
ADR (€) 110€ 113€ 116€
RevPAR (€) 74,8€ 82,5€ 89€
42. PRICING
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
• SONAR Package: To be booked 60 days prior
to the festival, breakfast included, tickets and
shuttle to the festival.
• Love’n Roll Package: 2 nights in double room
or superior, bottle of Champagne, breakfast
included, 1 dinner at the restaurant.
Packages
• Cash
• Credit card
• Invoice
• Mobile
• PayPal
Paying
Methods
47. PEOPLE – SELECTION PROCESS
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
Aligned with our strategy & target
We value attitude, behaviors, cultural
interest and style first
• Staff in direct contact with customers &
management position: selection based on
cultural references
• Back-office, administrative, technical positions:
selection based on skills and knowledge
48. PEOPLE – TRAINING
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
Be
Happy
Happy
WELCOME
Happy
SKILLS
Happy
COM
Happy
MENU
Happy
UPDATES
Happy
SURVEY
49. PEOPLE – TRAINING
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
• 2-days orientation program for new recruits
• Focuses on company’s mission, vision, values and basic proceduresHappy WELCOME
• Dedicated to new or promoted employees
• Focuses on technical skills, procedures and quality standardsHappy SKILLS
• Interpersonal / inter-department program
• Focuses on the improvement of communication skillsHappy COM
• Catalogue of various training programs
• Designed with managers to answer specific needsHappy MENU
• Organization, market or industry changes anticipating programHappy UPDATES
• Monitoring program
• 360° procedure involving People Department, managers and employeesHappy SURVEY
50. PROCESS – OPERATIONAL BEST
PRACTICES
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
Environment
• Waste management
• Recycling bins
• 75% sustainable
materials
• Local food producers
• Water recycling
system
Customer Service
• In-room vinyl
selection according
to customer’s taste
• Full fridges on every
floor
• Immediate feedback
with tablet in key
areas of the hotel or
mobile app
57. BUSINESS PARTNERS
Company
overview &
strategy
Business
environment
analysis
Marketing plan
Financial plan
Implementation
• Interested in investing in a new type of hotel
operation
• Sharing the same vision and culture
• Long-term business relationship
Shareholders
• Interested in buy and lease-back operation
• Willing to invest 12 to 15 million € in and renovate
a prime location in Barcelona City Center
• Ready for long-term investment and to work on
future projects
Real Estate
Investors