Présentation of the brand AC Hotel in Spain

1. AC HOTEL
Analysis of the hospitality resourcing
and the business performance

2. •
Created by Antonio Catalan in 1998
•
90 hotels in Spain, Portugal and Italia
•
Joint venture with Marriott in 2011
INTRODUCTION

3. •
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
Market profile of AC Hotel in Spanish Tourism Industry

4. CORE PRODUCT:
MICRO PRODUCTS:
Providing the highest level of
quality and comfort
•
Salon AC
•
Breakfast AC
•
Fitness room
MACRO PRODUCTS:
•
•
Price
•
HOSPITALITY PRODUCT
Location
Image

5. •
AC HOTEL in Barcelona
COST PRICING STRATEGY
•
AC Hotel in Coruna

6. •
MELIA HOTEL
•
STARWOOD HOTEL
•
INDIGO HOTEL
•
EVEN HOTEL
COMPETITORS

7. •
•
TARGET MARKET
BUSINESS PEOPLE
SOCIAL TRAVELER

8. 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.
Customer perceptions of quality

9. •
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.
OUTSOURCING

10. •
Face Book page to promote new
information:
•
Twitter and website
BRAND AUDIT

11. •
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)
RECOMMENDATIONS