NEW TRENDS

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NEW TRENDS DEVELOPING SERVICES IN LUXURY
TOURISM THE MARBELLA CLUB HOTEL GOLF RESORT
SPA

• Katja Gottwik, Director of Sales Marketing

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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

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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

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...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

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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

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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 gt 500 / YEAR-ROUND OPERATION

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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)

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...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

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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

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PLACE / DISTRIBUTIONKEY MARKET SEGMENTS

• DIRECT CLIENT BASE 60
• INTERMEDIARY
• (TRAVEL AGENTS / LHW) 27
• WHOLESALERS 11 -
• GROUPS / INCENTIVES 2 -

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PLACE / DISTRIBUTIONKEY MARKETS

• UK 36
• USA 11
• SPAIN 10
• GERMANY 6

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PROMOTION

• DIRECT CLIENT BASE
• GDS GLOBAL DISTRIBUTION SYSTEM
• SMALL NUMBER OF EXCLUSIVE T.O.
• TRAVEL AGENT DATA BASE
• www.marbellaclub.com

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...PROMOTION

• PUBLICATIONS IN KEY AND NEW MARKETS SELECT
  STRATEGIC
• QUALITY OVER QUANTITY
• CROSS PROMOTIONAL ALLIANCES
• ASSOCIATIONS / AFFILIATIONS

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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

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...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

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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

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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

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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

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MARKET TRENDS - PRODUCT...HARDWARE

• TECHNOLOGY HIGH TECH OR BAREFOOT LUXURY?
• FACILITIES
• GOLF
• SPA
• SHOPPING DESIGNER BRAND BOUTIQUES

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MARKET TRENDS PRODUCTSOFTWARE

• SERVICE STANDARDS - gt1.500
• LANGUAGES
• CONVENIENCE - MAKING THE IMPOSSIBLE POSSIBLE TO
  CREATE THE ULTIMATE EXPERIENCE
• FROM SWIMMING WITH DOLPHINS TO FINDING A LOST
  CIVILISATION

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MARKET TRENDS - PRODUCTHEALTH HOSPITALITY

• DESTINATION SPAS
• HOLISTIC APPROACH OR PLASTIC SURGERY?
• ALTERNATIVE MEDICINE AGE MANAGEMENT
• PURIFIED AIR WATER SYSTEMS

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MARKET TRENDS - PRODUCT...HEALTH HOSPITALITY

• NON-TOXIC PAINT, FABRIC CLEANING
• COLOUR AROMA THERAPY FEATURES
• HEALTH FOOD
• IMMUNE BOOSTERS
• ORGANIC LOCAL PRODUCE
• DIETARY OPTIONS
• MINI-BAR -gt REMEDY BAR

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MARKET TRENDS - GENERAL

• BRAND HOTEL
• LADIES ROOMS NEAR ELEVATORS, SPECIAL VANITY
  ACCESSORIES
• OUTSOURCING SERVICES
• FULL SERVICE APPARTMENTS
• SMALL ISLAND RESORTS AWAY FROM CIVILISATION

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MARKET TRENDS - GENERAL

• NATURE
• AWARENESS INTEGRITY
• BUSINESS ETHICS
• TECHNOLOGY AS A WAY TO IMPROVE HUMAN TOUCH
• DIFFERENT/UNIQUE/MEMORABLE/ CUSTOMISED DELIVERY
  OF SERVICE

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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

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MCHGRS HOSPITALITY BASICS

• Smile and be positive.
• Greet all you meet
• good morning/afternoon/evening, you are
  welcome, my pleasure, excuse me
• The answer is yes, never NO. Now what is the
  question.
• A guests concern is your concern.
• An absolute level of cleanliness and security is
  each ones responsibility.

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...HOSPITALITY BASICS

• Escort guests, do not point.
• Assist your colleagues.
• Do not eat, drink, smoke or chat with colleagues
  in guest areas.
• Enjoy your work, and treating guests and
  colleagues with respect and dignity.
• Act as an ambassador of your hotel inside and
  outside.

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PERSONNEL TRAINING

• LANGUAGE
• PRODUCT KNOWLEDGE
• TRAINING ON THE JOB gt 1.500
• TELEPHONE TRAINING
• IT EXPERIENCE / RESERVATION SYSTEM
• COMPLAINT HANDLING - OPPORTUNITY
• MARBELLA CLUB HOSPITALITY BASICS

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MARBELLA CLUB THALASSO SPA

• THALASSO THERAPY
• PRODUCT SPECIFICATIONS
• TREATMENT PRODUCT KNOWLEDGE
• REGULAR TECHNICAL UPDATE
• GENERAL WELLBEING CONSULTATION
• SALES TRAINING

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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

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