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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