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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 ...

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 Hotel Development in Intermodal Hub Areas Presentation Transcript

  • 1
    BSMART&INNOVATIVE
  • Introduction: product and services
    Target
    Analytical framework
    Excluded destinations
    Selected destinations: analysis and highlights
    Investment Plan
    Hotel data
    2
    Index
  • 3
    Introduction
    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.
    The aim is to launch a new combination of product and services, as a reaction to the complex situation of Italian hospitality sector.
  • Strong focus on low-cost culture, following its great success in foreign markets
    4
    Introduction
    The project is innovative asitaimstobring in Italy the realmeaningof the low-cost market whichisnottobeperceivedassomething LOW QUALITY butas the attentiontobasicservicesoffering HIGH QUALITY
  • 5
    Introduction
    LOW COST
    IS
    NOT
    LOW QUALITY
  • 6
    Concept
    This project envisions a new idea: creatingnewhotelsclosetostrategichubs, offeringanessential and standardisedproductfordifferentsegments
  • Concept
    LOW COST
    MORE
    HOTEL
    Recognizable
    Brand
    Essential
    Services
    • Reception (open 24h)
    • Breakfast (on payment)
    • TV
    • Wi-Fi
    • Parking
    • Vendingmachine
    Strategic position
    7
  • Index
    Introduction: product and services
    Target
    Analytical framework
    Excluded destinations
    Selected destinations: analysis and highlights
    Investment Plan
    Hotel data
    8
  • 9
    Target profile
    BUSINESS
    LEISURE
    Interested in a strategiclocations so toeasilymovearound
    Theypayattentiontoa goodquality standard service and wi-fi and parking availability
    Interested in stayingnexttomainattractionsites
    Theypayattentiontoreasonableprices
  • Index
    Introduction: product and services
    Target
    Analytical framework
    Excluded destinations
    Selected destinations: analysis and highlights
    Investment Plan
    Hotel data
    10
  • Analyticalframework/1
    Airports: Milan-Malpensa, Rome-Fiumicino, Venice-Tessera
    Seaport: Olbia, Naples, Genoa
    Railwaystations: Bologna, Milan, Mestre
  • 12
    The criteria examined are the following:
    Geographical position
    Socio-economic background
    Distances from main attraction sites
    Tourist flows
    Potential development of the area (infrastructures)
    Competitors (the hotels within 10km with more than 50 rooms)
    Others
    Analyticalframework/2
  • Index
    Introduction: product and services
    Target
    Analytical framework
    Excluded destinations
    Selected destinations: analysis and highlights
    Investment Plan
    Hotel data
    13
  • 14
    The 4 excludeddestinations
  • Index
    Introduction: product and services
    Target
    Analytical framework
    Excluded destinations
    Selected destinations: analysis and highlights
    Investment Plan
    Hotel data
    15
  • 16
    The selecteddestinations
    Milan (via Lepetit) : railway station
    Milan-Malpensa : airport
    Rome-Fiumicino : airport
    Mestre ( via ca’ Marcello) : railway station
    Venice-Tessera : airport
  • 17
    Milan (via Lepetit)
  • Milan (via Lepetit)
    Malpensa
    50 km
    Fiera Rho-Pero
    10,6 km
    Linate
    9 km
    18
  • Milan (via Lepetit)
    Highway
    Milan-Brescia
    7,8 km
    Highway Milan-Turin 11 km
    University Bocconi
    4 km
    Railway station Cadorna
    3,5 km
    University statale
    2,7 km
    University Iulm
    5,6 km
    City centre
    3 km
    19
  • 20
    Milan / Generaltrends
    Demographictrends
    Milano
    Socio-economic background
    Source: demo.istat.it
  • 21
    Milan TouristFlows
    Source: osservatorio turismo Milano
  • 22
    Analysisof Milan(via Lepetit)/1
    • 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.
    • 24 platforms
    • 600 trains per day
    • 320.000 pax per day
    • more than 120 million pax per year.
    * Source: Grandistazioni.it
    • 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.
    Fiera Milano is the first for net sqm rented out
  • 23
    Analysisof Milan(via Lepetit)/2
    FUTURE DEVELOPMENT
    • 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
    • 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
  • 24
    Milan-Competitors
  • 25
    Milan (via Lepetit)
    Le Méridien Gallia
    650m
    Hotel Michelangelo 450m
    Starhotels Splendido
    700m
    Una Hotel Century
    350m
    Albergo Auriga
    500m
    Hotel Cristallo
    400m
    Hotel Andreola
    400m
    Hotel Mediolanum
    200m
  • 26
    Milan-Malpensa
  • 27
    Milan-Malpensa
    University Insubria
    10 km
    Highway E62
    7 km
    University Liuc
    14 km
    A8 Highway
    (autostrada dei laghi)
    20 km
    Fiera Rho-Pero
    30 km
    City centre
    45 km
  • Malpensa / Generaltrends
    Demographictrends
    Somma Lombardo
    Gallarate
    Busto Arsizio
    Varese
    Socio-economic background
    Source: demo.istat.it
  • 29
    Milan TouristFlows
    Source: osservatorio turismo Milano
  • 30
    • The number of new air carriers is increasing
    • Malpensa will recover and increase air traffic in the next years
    AnalysisofMilan-Malpensa/1
    * Source: Sea-Aeroporti
  • 31
    AnalysisofMilan-Malpensa/2
    FUTURE DEVELOPMENT
    • 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
    • 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
  • 32
    Malpensa-Competitors
  • 33
    Malpensa-competitors
    Crowne Plaza Milan Malpensa Airport 850 m
    Holiday Inn Express Milan Malpensa Airport 750 m
    Hotel Villa Malpensa 1 km
    First hotel1,3 km
  • 34
    Rome-Fiumicino
  • 35
    Rome-Fiumicino
    Rome-Termini
    41 km
    Highway (autostradaazzurra
    26,3 km
    Highway A90
    33 km
    Fair of Rome
    7,3 km
    Highway
    Fiumicino-Rome
    8,9 km