Recommended
More Related Content
What's hot
Similar to Paradores
Similar to Paradores (20)
Recently uploaded
Recently uploaded (20)
Paradores
- 2. 1910 by Marques de Lopez de Vega Spanish history & heritage worldwide HIGH Quality Convents, Castles & palaces 97 Hotels ,1 Portugal >30% “Bienes de interés cultural”
- 3. Parador Reyes CatolicosParador HOSTAL DE LOS REYES CATOLICOS
- 4. Parador Alcala de HenaresPalacio Cardona Parador de Oropesa
- 5. Alcala de Henares Parador de Cangas de Onis
- 7. Brand Values location history culture service gastronomy
- 9. Weak Target Customer No Special Ambience Weak Loyalty Program Digital Experience problem
- 10. Customer Journey - Issues • Google Search: Not on first page “Historic hotels Spain” • Instagram: Only in Spanish • Instagram: Photo quality • Instagram: No user engagement Awareness
- 11. • UI landing page • Search feature • Photo quality • Location and package selection • Page load time Customer Journey - Issues Awareness Evaluation
- 12. Customer Journey - Issues • Confusing • Example: **This rate is only available to holders of the 5- Night Card, the cost of which is 600 for five nights. Awareness Evaluation Purchase
- 13. Customer Journey - Issues • Initial contact • Ambience • Hotel visibility Awareness Evaluation Purchase Usage
- 14. Customer Journey - Issues Awareness Evaluation Purchase Usage Advocacy
- 15. Brand experience
- 17. Customer Experience • Greet guests when they walk-in the hotel • Have a welcome drink using local products • Have a signature smell throughout the hotel • Easy and fast check-in and check-out process • Leverage history of building and location with theme activities
- 18. Digital Transformation Improve user experience on website and mobile app Automatic check-in and check-out using mobile app Provide mobile phones in each room with connectivity Make sure implemented technology is working
- 19. Map History Games Attractions Restaurants Kids Zone Map adpated locally History of the building and the location Attractions in the area Information on restaurants in the hotel Fun and educational activities for kids Games for kids
- 20. Gastronomy • Ensure consistent culinary experience during breakfast, lunch and dinner • Highlight typical regional dishes in menus • Train waiters to explain typical regional dishes • Themed culinary evenings
- 22. “Historical hotels with beautiful natural surroundings, culture and mystery, that offer a luxury experience at an accessible price” strategy USP Target market Dig. marketing Social media
- 23. OLDER MILLENIALS INTEREST IN HISTORY LUXURY EXPERIENCES REASONABLE PRICE Target customer
- 24. + Influencers + Partnerships MARKETING STRATEGY AWARENESS EVALUATION PURCHASE
- 25. 1 2 3 Social Media – Target INFLUENCERS
- 26. Social Media – Target 1 2 3 INFORMATION
- 27. Social Media – Target 1 2 3 NETWORK
- 29. Thank you!
Editor's Notes
- Bishal Sharma Maria Camila Ordonez Nariné Kaloussian Sandra Alvares bishal.sharma@student.ie.edu narine.kaloussian@student.ie.edu Sandra.alvarez@student.ie.edu mariacamila.ordonez@student.ie.edu
- 1910: It was founded by the Vega-Inclan Marquis: Create hotel offer to show the Spanish heritage and culture around the world Each hotel is characterized of having a lot of history as castles, palaces and convents, and beautiful seightseeings 96 in spain 1 in Portugal 30 demoninated “Bienes de interes cultural”, which means they are protected by Spanish government because of their historical heritage Their objective is to recover and sustain thir historic heritage Friendly with the environment Quality service
- Hostal de los Reyes Catolicos
- Palacio Cardona - C
- Alcala de Henares: Miguel de Cervantes
- Hostal de los Reyes Catolicos
- 1. Location: As mentioned by Sandra, Paradores has almost 100 hotels in Spain, located in [*] regions. The company has focused on having their hotels in beautiful locations, surrounded by nature and close to small medium size cities, instead of big and busy cities. 2. History: As you know, the company transforms historical business into hotels. That is the main differentiator of the brand from the rest of the hotels chains. 3. Culture: Hand in hand with the history, the locations are full of culture, traditions, typical food and music. This is an element that the brand has brought into its hotels, trying to offer typical dishes in the hotel. 4. Service: Paradores is a service oriented company, and tries to make the most out of the that. 5. Gastronomy: For 2003 almost 80% of its guest used to take their breakfast in the hotel and almost 70% used to have lunch and dinner, so gastronomy and offering a HQ service in their restaurants has always been a key matter.
- Background: Hostal de los Reyes Catolicos
- The websites does not indicate who its targeting with its different packages it offers. By better focusing on one group, Paradores can provide better marketing and attract more customers. The loyalty program does not seem to actually offern anything. Each paradores should provide a new and different experience not found in another location. This will attract people to return to different hotels for new experiences. Extremly poor difital experiences if wanting to attract millennials and and younger.
- Analysing the customer journey by starting at the very beginning. Google Ad seen on first page, but there is no organic results for Paradores. Need to better implement SEO techniques. There is also another paradores spain page on page 1 of google results. This is not good, and Paradores official websitet should be on the forefront of google search. Instagram has followers, but the photo quality is lacking to truly show an experience. User engagement is low, and Paradores should seek measures to gain followers and presence on social media platforms. In addition to the Instagram page, Linkedin page is only in Spanish. Attracting people outside of spain who may not speak Spanish will require English at the very least)
- The web page is outdated, difficult to navigate, difficult to plan activities, difficult to easily determine which activity where if looking at multiple places. It is so difficult to easily plan events and search that I myself wouldn’t want to book throught this if it will take me more time than what I have. Good website examples: https://www.fourseasons.com/ https://www.splendia.com/en
- Checkout also is confusing. Booking conditions stated 600 but price says 120. Not sure if I have to book for 5 nights and pay 600 or I can book for 1 night at 12 (if I. was 5 night card holder). (not even sure what the benefit of the 5 night card)
- Usage: We walked into Paradores 45 mins north of madrid to experience the parador. Our experience: no one to greet us and welcome us. Did not know where to go. Technology machine also was off and not working. Ambience: Smell was off, great looking lobby, but how does the history and culture of that area affect initial appearance of this specific hotel? It looks like any other hotel so no added benefit for me to stay at this hotel. The hotel also was hard to find. Google maps showed us approximate location, but a building on the left side of the street said Parador, but the building was a little further on the right side. It was also close to check out time and we noted how massive the lines were to check out (with several employees all at the desks to help check out)
- No issues found!! People really enjoy and love their stay. USE this to full advantage and promote their reviews on social media to attract more travelers.
- How can Paradores improve? Focus on these key areas
- As pictured above, the machine was either not working or was. Off.. Information about mobile phones next slide
- Idea: either app improvements to become similar and collect data to help provide better service OR provide phone in each rooms to relieve customers from using their own data. Advantage of 2nd option: Data that can be collected (can also be done through its app as well, but customers would be more thankful they do not have to use their own data and are much more likely to depend on this phone much more. Disadvantage: high investment cost, possible theft, possible lost or damaged equipment that customers would have to be liable for which could turn them against using another time if they decide to come back) However, key to note the “History” and ”Attractions” functionaly to really help people understand the history and culture of the hotel and the city. THIS is the real experience of what Paradores an provide. Otherwise, travelers can book everything on Airbnb or external sites. “Games” and ” Kids Zone” to keep kids occupied and help parents relax. CUSTOMER ORIENTED is what these travelers need to know about staying here.
- OBJECTIVE
- Our Proposed strategy: To define our new campaign and our marketing strategy, we took a look into Paradore’s USP, the brand’s values, we redefined the target market and based on that we defined what would be the best channels to go to that market. Recover Paradores Golden Age HOW? LEVERAGING ON THEIR USP So first: What is our USP? “Historical hotels with beautiful natural surroundings, culture and mystery, that offer a luxury experience at an accessible price”
- Now, as Bishal mentioned, one of the main problems we found in the company is that they didn’t have a clear customer target or a clear marketing strategy to get to them. However most of their customers are mainly seniors and baby boomers, which means that its main customers are dying. We need to start attracting new generations, and that is why for our marketing strategy we changed the target market to millennials. And considering the brand’s values, we are targeting the older segment of the millennials that are interested in history and in luxury experiences at a reasonable price.
- With this new target customers, we defined the best channels to get to them. For the Awareness, we plan to have the first contact with the customers through google ads, key words in google, specialized hotels web sites such as booking.com , expedia and hotels.com, partnership with other brands that have similar values and finally we will focus are entrance through social media such as instragram and facebook, and as we will see later on, through the use of influencers. For the evaluation and purchase phases, we plan to do it through Paradores web site and app, and the specialized hotels websites that I mentioned before. AWARENESS Instagram Tik tok Influencers Facebook Google Ads Key Words - Google Booking.com Hotels.com Partnerships EVALUATION WebSite App Booking.com Hotels.com Expidia.com PURCHASE WebSite App Booking.com Hotels.com Expidia.com However, it would be better to get them to book through Paradores so the company can collect and analyze the data.
- Instagram and Facebook: A. Initial entry strategy: Influencers. B. Update of the Instagram account with: - Events. - New Services in hotels. - Historical events or dates. C. Post of HQ pictures of the hotels weekly. D. Encourage people to post their pictures and create a community with the loyalty card (linked to their social media). Use customers photos be resharing and crediting (also giving away prizes and packages works through contests like best photo or survey and feedback)
- A- Posting HQ pictures of the beautiful locations and hotels they have, B- Their new services and this change on brand’s experience Narine explained before, Taking advantage and leveraging on all these new features tay can incorporate to their company, C- And using the historical focus they have: leveraging on historical events and dates. For example In the hotel of Alcalá we didn’t find many references to the huge event they have on april 23 to award one of the most important literature prizes which is actually deliver every year by the king of Spain.
- And finally creating a community. Millenials are driven by he sense of belonging and Paradores should tackle that, using the social media as a way to create a network of its customers, sharing experiences, attractions in each of the locations, and things like that.
- Taking all of this into account, we brought a video that can relate with what we envision for Paradores: a video that gives a grasp of the brands’ values (the culture, the history, the locations, the gastronomy), that uses the somatic markers related to the brand), a video that can connect to the needs of the reptilian brain and get to the emotional brain to create an impact and a real desire to be part of that experience.