1<br />BSMART&INNOVATIVE<br />
Introduction: product and services<br />Target<br />Analytical framework<br />Excluded destinations<br />Selected destinat...
3<br />Introduction<br />This project is based on a real case: an international hotel chain decided to invest in Italy ope...
	Strong focus on low-cost culture, following its great success in                       	 foreign markets<br />4<br />Intr...
5<br />Introduction<br />LOW COST<br />IS<br />NOT<br />LOW QUALITY<br />
6<br />Concept<br />This project envisions a new idea: creatingnewhotelsclosetostrategichubs, offeringanessential and stan...
Concept<br />LOW COST<br />MORE <br />HOTEL<br />Recognizable<br />Brand<br />Essential<br /> Services<br /><ul><li>Recept...
Breakfast (on payment)
TV
 Wi-Fi
 Parking
Vendingmachine</li></ul>Strategic position<br />7<br />
Index<br />Introduction: product and services<br />Target<br />Analytical framework<br />Excluded destinations<br />Select...
9<br />Target profile<br />BUSINESS <br />       LEISURE <br />Interested in a strategiclocations so toeasilymovearound<br...
Index<br />Introduction: product and services<br />Target<br />Analytical framework<br />Excluded destinations<br />Select...
Analyticalframework/1<br />Airports: Milan-Malpensa, Rome-Fiumicino, Venice-Tessera<br />Seaport: Olbia, Naples, Genoa<br ...
12<br />The criteria examined are the following: <br />Geographical position<br />Socio-economic background<br />Distances...
Index<br />Introduction: product and services<br />Target<br />Analytical framework<br />Excluded destinations<br />Select...
14<br />The 4 excludeddestinations<br />
Index<br />Introduction: product and services<br />Target<br />Analytical framework<br />Excluded destinations<br />Select...
16<br />The selecteddestinations<br />Milan (via Lepetit) : railway station<br />Milan-Malpensa : airport<br />Rome-Fiumic...
17<br />Milan (via Lepetit)<br />
Milan (via Lepetit)<br />Malpensa<br />50 km<br />Fiera Rho-Pero<br />10,6 km<br />Linate<br />9 km<br />18<br />
Milan (via Lepetit)<br />Highway<br />Milan-Brescia<br />7,8 km<br />Highway Milan-Turin 11 km<br />University Bocconi<br ...
20<br />Milan / Generaltrends<br />Demographictrends<br />Milano<br />Socio-economic background<br />Source: demo.istat.it...
21<br />Milan TouristFlows<br />Source: osservatorio turismo Milano<br />
22<br />Analysisof Milan(via Lepetit)/1<br /><ul><li>The area is very close to the central railway station of Milan. It is...
24 platforms
600 trains per day
320.000 pax per day
more than 120 million pax per year.</li></ul>* Source: Grandistazioni.it<br /><ul><li>Fiera Milano 2009 results reflect th...
23<br />Analysisof Milan(via Lepetit)/2<br />FUTURE DEVELOPMENT<br /><ul><li>2011: opening of the MIC plus the biggest con...
2015: Expo will take place in Rho exhibition with an expected number of 20 million visitors
City-life project: building of a new city district surrounded by nature</li></li></ul><li>24<br />Milan-Competitors<br />
25<br />Milan (via Lepetit)<br />Le Méridien Gallia<br />650m <br />Hotel Michelangelo 450m<br />Starhotels Splendido<br /...
26<br />Milan-Malpensa<br />
27<br />Milan-Malpensa<br />University Insubria<br />10 km<br />Highway E62<br />7 km<br />University Liuc<br />14 km<br /...
Malpensa / Generaltrends<br />Demographictrends<br />Somma Lombardo<br />Gallarate<br />Busto Arsizio<br />Varese<br />Soc...
29<br />Milan TouristFlows<br />Source: osservatorio turismo Milano<br />
30<br /><ul><li>The number of new air carriers is increasing
Malpensa will recover and increase air traffic in the next years</li></ul>AnalysisofMilan-Malpensa/1<br />* Source: Sea-Ae...
31<br />AnalysisofMilan-Malpensa/2<br />FUTURE DEVELOPMENT<br /><ul><li>2011: opening of the MIC plus the biggest conventi...
2015: Expo will take place in Rho exhibition with an expected number of 20 million visitors
City-life project: building of a new city district surrounded by nature</li></li></ul><li>32<br />Malpensa-Competitors<br />
33<br />Malpensa-competitors<br />Crowne Plaza Milan Malpensa Airport 850 m<br />Holiday Inn Express Milan Malpensa Airpor...
34<br />Rome-Fiumicino<br />
35<br />Rome-Fiumicino<br />Rome-Termini<br />41 km<br />Highway (autostradaazzurra<br />26,3 km<br />Highway A90<br />33 ...
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
Hotel Development in Intermodal Hub Areas
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Hotel Development in Intermodal Hub Areas

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Hotel development project carried out in areas close to intermodal hubs - completion of business
plan.
An international hotel company has decided to enter the Italian tourism and hospitality market.
The Group's strategy, as it did in other countries where it operates, is the creation of structures near
connection points between intermodal hubs.
The development plan foresees the opening of five new hotels, even of different placement and
consistency in the vicinity of the following hubs:
- 3 airports (with more than 5 mln pax /year)
- 3 ports (with more than 2 million pax/year)
- 2 railway stations
In order to conduct studies in the area, define the right placement of structures and evaluate the
overall feasibility of the initiative, the group engages a specialized company. The project has been carried out by a group of MTM 6 students in cooperation with the consultancy TEH Ambrosetti.

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Hotel Development in Intermodal Hub Areas

  1. 1. 1<br />BSMART&INNOVATIVE<br />
  2. 2. Introduction: product and services<br />Target<br />Analytical framework<br />Excluded destinations<br />Selected destinations: analysis and highlights<br />Investment Plan <br />Hotel data <br />2<br />Index<br />
  3. 3. 3<br />Introduction<br />This project is based on a real case: an international hotel chain decided to invest in Italy opening five hotels in five different locations. Due to discretionary policy, some of the locations chosen for this analysis differ from the real project. <br />The aim is to launch a new combination of product and services, as a reaction to the complex situation of Italian hospitality sector. <br />
  4. 4. Strong focus on low-cost culture, following its great success in foreign markets<br />4<br />Introduction<br />The project is innovative asitaimstobring in Italy the realmeaningof the low-cost market whichisnottobeperceivedassomething LOW QUALITY butas the attentiontobasicservicesoffering HIGH QUALITY<br />
  5. 5. 5<br />Introduction<br />LOW COST<br />IS<br />NOT<br />LOW QUALITY<br />
  6. 6. 6<br />Concept<br />This project envisions a new idea: creatingnewhotelsclosetostrategichubs, offeringanessential and standardisedproductfordifferentsegments<br />
  7. 7. Concept<br />LOW COST<br />MORE <br />HOTEL<br />Recognizable<br />Brand<br />Essential<br /> Services<br /><ul><li>Reception (open 24h)
  8. 8. Breakfast (on payment)
  9. 9. TV
  10. 10. Wi-Fi
  11. 11. Parking
  12. 12. Vendingmachine</li></ul>Strategic position<br />7<br />
  13. 13. Index<br />Introduction: product and services<br />Target<br />Analytical framework<br />Excluded destinations<br />Selected destinations: analysis and highlights<br />Investment Plan <br />Hotel data <br />8<br />
  14. 14. 9<br />Target profile<br />BUSINESS <br /> LEISURE <br />Interested in a strategiclocations so toeasilymovearound<br />Theypayattentiontoa goodquality standard service and wi-fi and parking availability<br />Interested in stayingnexttomainattractionsites<br />Theypayattentiontoreasonableprices<br />
  15. 15. Index<br />Introduction: product and services<br />Target<br />Analytical framework<br />Excluded destinations<br />Selected destinations: analysis and highlights<br />Investment Plan <br />Hotel data <br />10<br />
  16. 16. Analyticalframework/1<br />Airports: Milan-Malpensa, Rome-Fiumicino, Venice-Tessera<br />Seaport: Olbia, Naples, Genoa<br />Railwaystations: Bologna, Milan, Mestre<br />
  17. 17. 12<br />The criteria examined are the following: <br />Geographical position<br />Socio-economic background<br />Distances from main attraction sites<br />Tourist flows<br />Potential development of the area (infrastructures)<br />Competitors (the hotels within 10km with more than 50 rooms)<br />Others<br />Analyticalframework/2<br />
  18. 18. Index<br />Introduction: product and services<br />Target<br />Analytical framework<br />Excluded destinations<br />Selected destinations: analysis and highlights<br />Investment Plan <br />Hotel data <br />13<br />
  19. 19. 14<br />The 4 excludeddestinations<br />
  20. 20. Index<br />Introduction: product and services<br />Target<br />Analytical framework<br />Excluded destinations<br />Selected destinations: analysis and highlights<br />Investment Plan <br />Hotel data <br />15<br />
  21. 21. 16<br />The selecteddestinations<br />Milan (via Lepetit) : railway station<br />Milan-Malpensa : airport<br />Rome-Fiumicino : airport<br />Mestre ( via ca’ Marcello) : railway station<br />Venice-Tessera : airport<br />
  22. 22. 17<br />Milan (via Lepetit)<br />
  23. 23. Milan (via Lepetit)<br />Malpensa<br />50 km<br />Fiera Rho-Pero<br />10,6 km<br />Linate<br />9 km<br />18<br />
  24. 24. Milan (via Lepetit)<br />Highway<br />Milan-Brescia<br />7,8 km<br />Highway Milan-Turin 11 km<br />University Bocconi<br />4 km<br />Railway station Cadorna<br />3,5 km<br />University statale<br />2,7 km<br />University Iulm<br />5,6 km<br />City centre<br />3 km<br />19<br />
  25. 25. 20<br />Milan / Generaltrends<br />Demographictrends<br />Milano<br />Socio-economic background<br />Source: demo.istat.it<br />
  26. 26. 21<br />Milan TouristFlows<br />Source: osservatorio turismo Milano<br />
  27. 27. 22<br />Analysisof Milan(via Lepetit)/1<br /><ul><li>The area is very close to the central railway station of Milan. It is the second main Italian railway station in terms of passenger traffic and size.
  28. 28. 24 platforms
  29. 29. 600 trains per day
  30. 30. 320.000 pax per day
  31. 31. more than 120 million pax per year.</li></ul>* Source: Grandistazioni.it<br /><ul><li>Fiera Milano 2009 results reflect the impact of the world economic crisis and the related impact on the exhibition sector. Nevertheless no cancellation of international exhibitions and the increased number of visitors for the most important exhibitions are positive signals.</li></ul>Fiera Milano is the first for net sqm rented out<br />
  32. 32. 23<br />Analysisof Milan(via Lepetit)/2<br />FUTURE DEVELOPMENT<br /><ul><li>2011: opening of the MIC plus the biggest convention centre of Milan, it will be able to host 18.000 people in 73 conference halls
  33. 33. 2015: Expo will take place in Rho exhibition with an expected number of 20 million visitors
  34. 34. City-life project: building of a new city district surrounded by nature</li></li></ul><li>24<br />Milan-Competitors<br />
  35. 35. 25<br />Milan (via Lepetit)<br />Le Méridien Gallia<br />650m <br />Hotel Michelangelo 450m<br />Starhotels Splendido<br />700m<br />Una Hotel Century<br /> 350m<br />Albergo Auriga<br />500m<br />Hotel Cristallo<br />400m <br />Hotel Andreola<br />400m <br />Hotel Mediolanum<br />200m<br />
  36. 36. 26<br />Milan-Malpensa<br />
  37. 37. 27<br />Milan-Malpensa<br />University Insubria<br />10 km<br />Highway E62<br />7 km<br />University Liuc<br />14 km<br />A8 Highway<br />(autostrada dei laghi)<br />20 km<br />Fiera Rho-Pero<br />30 km<br />City centre<br />45 km<br />
  38. 38. Malpensa / Generaltrends<br />Demographictrends<br />Somma Lombardo<br />Gallarate<br />Busto Arsizio<br />Varese<br />Socio-economic background<br />Source: demo.istat.it<br />
  39. 39. 29<br />Milan TouristFlows<br />Source: osservatorio turismo Milano<br />
  40. 40. 30<br /><ul><li>The number of new air carriers is increasing
  41. 41. Malpensa will recover and increase air traffic in the next years</li></ul>AnalysisofMilan-Malpensa/1<br />* Source: Sea-Aeroporti<br />
  42. 42. 31<br />AnalysisofMilan-Malpensa/2<br />FUTURE DEVELOPMENT<br /><ul><li>2011: opening of the MIC plus the biggest convention centre of Milan, it will be able to host 18.000 people in 73 conference halls
  43. 43. 2015: Expo will take place in Rho exhibition with an expected number of 20 million visitors
  44. 44. City-life project: building of a new city district surrounded by nature</li></li></ul><li>32<br />Malpensa-Competitors<br />
  45. 45. 33<br />Malpensa-competitors<br />Crowne Plaza Milan Malpensa Airport 850 m<br />Holiday Inn Express Milan Malpensa Airport 750 m<br />Hotel Villa Malpensa 1 km<br />First hotel1,3 km<br />
  46. 46. 34<br />Rome-Fiumicino<br />
  47. 47. 35<br />Rome-Fiumicino<br />Rome-Termini<br />41 km<br />Highway (autostradaazzurra<br />26,3 km<br />Highway A90<br />33 km<br />Fair of Rome<br />7,3 km<br />Highway<br />Fiumicino-Rome<br />8,9 km<br />

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