AR PROYECTO EXPANSION REDUCIDA IV - EN.pdf

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Why us?
Our methodology
Collaboration models
Sucess stories
Executive team
Other services
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Team experience translated into numbers
Why us?
WHY US? · OUR METHODOLOGY. · COLLABORATION MODELS · SUCESS STORIES · EXECUTIVE TEAM· OTHER SERVICES
Experience

Holiday UX Gastro Sustainability
Boutique
Why us?
Brand types
Experience

EMEA: Spain, France, UK, Germany,
Benelux, Hungary, Portugal, Morocco, Italy,
Montenegro, Croatia, Greece, Egipt and Tunisia.
USA, Mexico, Panamá, Jamaica, Brasil, Dominican
Republic, Costa Rica y Cuba.
Extensive
Internacional
expertise
Experience

We have identified and developed opportunities in the MICE
segment.
We have led two of our hotel restaurants to gain Michelin
Stars: an unprecedented milestone.
We are pioneers in working with the professional and
amateur cycling segment until DESEASONALISE the CALPE
destination.
We have transformed a
destination
Why us? The case of CALPE
Experience

Asset types
Why us?
Assets

Iconic/hybrid
seaside hotels
Assets

High-added-value boutique hotels (dining,
exclusivity and personalised service)
Assets

Managing large-scale tourist
apartments
Assets

Managing dining projects: gastronomy.
A passion born of a unique culture.
2 Michelin Star restaurants (Beat y Audreys), 1 Bib Gourmand
restaurant (Komfort) and 1 with a Solete Repsol (Mare)
Jose Manuel Miguel Rafa Soler
Assets
We have led two of our hotel restaurants to gain Michelin
Stars. An unprecedented milestone.

Large ALL-INCLUSIVE
holiday resorts
Assets

For our technology
• Extensive technology implementation expertise.
• Single data lake architecture model.
• We have full integration between the PMS and Salesforce, our CRM
tool.
• We adopt current systems without affecting operations.
• We integrate them gradually and sequentially into our ecosystem.
• We seek a balance between user capabilities, real needs and the
technology that best suits us.
Why us?
"92% of IT innovation projects in Europe fail before
they are launched."
Source: Savanta
Technology

AR Hotels &
Resorts
systems
architecture
Technology
Freedom vs Restraint

Offers different solutions to maximise direct channel revenue, including the
online booking engine, a system that processes bookings made through the
hotel website.
RMS (Revenue Management System). Software used for
revenue management.
Guest experience platform. Helps to quickly analyse and act on guest
feedback to exceed expectations and increase revenue.
Cloud-based customer relationship management (CRM) platform that
provides all organisation departments, including marketing, sales, customer
service and e-commerce, with a unified view of their customers in one
integrated platform.
Platform designed to identify the most valuable website visitors, managing
them throughout the entire customer life cycle - from acquisition to
conversion - to drive direct bookings.
PMS (Property Management System). Software used by hotels to manage
operations across all departments.
Range of cloud-based services for company-level
communications, collaboration and contact centre
management.
Cloud-based business analytics and data display service.
Marketplace created to book SPA treatments and sell gift
vouchers.
Human resources software developed to digitise companies by
integrating human management processes such as timesheets,
clocking-in and -out, and holiday management.
Digital marketing platform using machine learning
technology and programmatic buying.
Business analysis tool. Allows data and information to be
shared and managed on-site or in the public cloud.
Leading hospitality technology partners and key users in our team
Technology

WAM Global is a
universe where every
planet strives for
customer excellence
under the same vision:
growth first.
For our
strategic
partners
Why us?
The
multiplier
effect
Partners

We design smart spaces that
ensure the best customer
experience.
Why us?
For our
strategic
partners
Partners

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Why us?
Our methodology
Success stories
Executive team
Other services
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0

Diagnosis
Onboarding
Impact
Stability
Growth
DOIGS ™
methodology
PARETO
URGENCY/IMPACT MATRIX
OKR
Criterion
WHY US? · OUR METHODOLOGY · COLLABORATION MODELS · SUCESS STORIES · EXECUTIVE TEAM· OTHER SERVICES

Data collection
Audit balances
Market conditions
Distribution análisis
Technology and reporting
Viability and expected growth
Space Audit
Entry barrier identification/deal breakers.
Plan definition
Diagnosis
Onboarding
Impact
Stability
Growth
DOIGS ™
methodology
Diagnosis

Interim management
Change of processes
Action team
Other organisational changes
Technology adoption plan
Diagnosis
Onboarding
Impact
Stability
Growth
DOIGS ™
methodology
Onboarding
PARETO
OKR
criterion

Action measures
Quick wins – 360º (finance, people, process, culture).
Achievement of first targets (revenue/costs).
Diagnosis
Onboarding
Impact
Stability
Growth
DOIGS ™
methodology
Impact
PARETO
OKR
criterion

Full management capacity roll-out
Product development
Market development
KPI and goal tracking and pressure points.
Economies of scale and synergies
Diagnosis
Onboarding
Impact
Stability
Growth
DOIGS ™
methodology
Growth
PARETO
OKR
criterion

KPI maintenance
Model consolidation
Fine-tuning
Diagnosis
Onboarding
Impact
Stability
Growth
DOIGS ™
methodology
Stability

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Why us?
Our methodology
Success stories
Executive team
Other services
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Base rent +
variable
Once we have analysed the
client's needs, we agree on a
common base rent plus a
variable structure equalling
or exceeding the expected
rent at the end of the year.
Interim
Management
We help you adapt/improve
your product while you wait
to find the brand you want
or need.
Per project
We provide feasibility studies,
interim management,
project/brand development,
business disintermediation,
operational/gastronomic
efficiency, and other services
indicated in areas of activity for
a set/project fee.
Management
We manage the asset on a
simple fee basis and
guarantee improved
profitability.
01 02 03 04

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Why us?
Our methodology
Success stories
Executive team
Other services
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0

Hotels
30% growth in direct channel sales compared to 2019
36.13% improvement in conversion rate
200% growth in direct bookings in the international
market
Upselling and cross-selling actions (pre- and post-booking)
on 30% of total online transactions
Dining
Included an iframe on websites for direct bookings:
ADS (PERCENTAGE OF INVESTMENT/online BOOKINGS
ACHIEVED of total sales )
84.5% direct bookings (without commission) in 2022
24,92% reservas directas en motor web en 2022 (sin
intermediación)
Direct channel
AR hotels & resorts
Represents 36% of sales
WHY US? · OUR METHODOLOGY · COLLABORATION MODELS · SUCESS STORIES · EXECUTIVE TEAM · OTHER SERVICES

Revenue
Around 5% disparity reduction thanks to channel management and parity
measures.
5,7 % Undercut
1,9% In parity
92,4% Cheaper direct
Channel management. Re-evaluated all existing contracts and reduced partners
based on various parameters (market niche, distribution costs, ADR, disparities,
etc.).
Maintained the occupancy rate and increased ADR by 12% compared to 2019
(best year in the asset series).

Online traffic and acquisition:
37.78% reduction in search campaign CPA
compared to 2019
Implemented a tracking system for phone
bookings generated by clicking on search ads
Call Center
Set up a comprehensive call flow control,
resulting in a 15% improvement in level of
service
Dynamically triggered upselling, improving
sales by 25% per operator
Call centre dashboard

Web platform
change
In 2022, we changed the web platform to a
much more conversion- and upselling-based
model, giving the hotel's marketing team full
autonomy to maximise revenue.
Impact compared to 2019:
Conversion rate:
+84%
Bounce rate:
-64%

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Online reputation monitoring and review management.
Impact compared to 2019:
Online reputation and
Guest Experience
Possibility of creating cases and tracking
each review individually.
Created automated guest surveys upon
arrival and departure, sent via
WhatsApp, SMS and email.
Improved GRI +7,2%
+753 reviews (80,70% positive)
Improved response rate +16,1%
Created and connected a chatbot to the
booking engine, with a direct messaging
system via the website and WhatsApp to
help reduce call centre volume.

Operational control
and pressure points

Mobility management in different hotel
departments (floors, technical services,
reception, etc.).
Operations

Global staff management module (admin, appraisals, shifts, productivity).
Operations. Staff management.

Positioning and
profitability

Product
repositioning
in HOTEL CHAINS (EMEA and Caribbean)

Improved profitability
of existing products

Sales and
marketing
achievements
in HOTEL CHAINS (EMEA and Caribbean)

Hotel
restructuring

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Why us?
Our methodology
Success stories
Executive team
Other services
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Bocconi, Berkeley, Harvard University.
He has grown up alongside his father
(Founder of the Group) in the hotel, real
estate, and tourism industry, where he has
led the digital transformation and the leap
into the 2.0 world. Professor of DMKTG at IE
Business School. Best General Manager
Europe. Over 15 years of experience
managing up to 800 people in various fields.
Giorgio Ascolese
CEO
Executive team
More than 25 years leading, creating and
repositioning tourism assets worldwide.
Expert in economic/financial management,
customer experience and leading teams.
More than 146,000 rooms entrusted
throughout his career, giving him a 360º
view of the industry.
Juan Jose Calvo
COO
More than 20 years of marketing experience
in private and public companies. Specialist in
destination marketing, distribution and
international brand positioning. Professor of
digital marketing at IE Business School.
Innovator, natural leader and strictly goal-
oriented.
Isaac Vidal
CSMO
Manager with extensive experience acquired
over a 25-year professional career in family-
owned and listed national and international
groups of companies in the industrial,
services and real estate sectors. Used to
leading and managing teams, organising
them in line with the strategic goals defined
at company level.
Antonio Senent
CFO
Solid professional career in the technological
field with over 18 years of experience in
digital transformation projects and innovative
solutions. His profile stands out for his ability
to design and lead implementation strategies,
thus optimising processes, reducing costs and
improving operational efficiency in different
organisations.
Lucía Martinez
CIO
With more than 19 years of experience, he
believes that human capital is key in the
hospitality industry. He has led internal
customer loyalty and strategic planning
projects, making the company one of the top
50 Great Places to Work in Spain.
Furthermore, he has experience in labour,
administrative and legal management,
managing up to 600 employees.
Alessandra Ascolese
CPO
SEE ALL CENTRAL DEPARTMENT TEAMS (84 PEOPLE)

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Why us?
Our methodology
Success stories
Executive team
Other services
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Operations and process audits.
Purchasing audits.
Direct channel audits and/or implementation.
Website and engine.
CRO and UX
Call Center
PPC/Display/Met-search engines.
Revenue audit and/or implementation.
RMS
Parity
Business Plan
CRM
Sales force with extensive experience and client portfolio in
different markets and segments
Operational and strategic marketing.
Branding, positioning, CSR, social media, customer
experience, communication materials, media plan, product
design, and public relations plan
Space design. We have a team of architects specialised in tourism
product design.
Finance + investment feasibility + cost control.
KPI analysis and benchmarking.
GOP and EBITDA analysis.
Online reputation management.
Cash ratios, debt positions.
Strategic furniture and equipment planning (FF&FE).
Other services

AR PROYECTO EXPANSION REDUCIDA IV - EN.pdf

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AR PROYECTO EXPANSION REDUCIDA IV - EN.pdf