Portugal presentation fi - sept 2013 v6 - Miguel Guedes de Sousa

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Portugal presentation fi - sept 2013 v6 - Miguel Guedes de Sousa

  1. 1. Company Profile Portugal September 2013
  2. 2. CONTENT 1. COMPANY OVERVIEW 2. GOLDEN TULIP FORMULA > The Brand > Value Drivers - Operating Systems > Execution 3. WHY US? LHG Presentation - Portugal - Confidential 04/11/2013 P.2
  3. 3. COMPANY OVERVIEW LHG Presentation - Portugal - Confidential 04/11/2013 P.3
  4. 4. LOUVRE HOTEL GROUP OVERVIEW > > > > > A group positioned among the world’s TOP 10 Owned by Starwood Capital Group investment fund Acquired Golden Tulip Hospitality Group in 2009 Strong European foothold, more than 960 hotels (66.000 keys) Consolidate its presence in Europe and venture into target territories such as Russia, India, Brazil and China > 6 brands, ranging from 1 to 5 stars > More than 1 100 established in 43 countries > In excess of 88 000 rooms > 19 000 employees > 24% fully-owned hotels > 27% hotels run under a management agreement > 49% hotels run as a franchise agreement LHG Presentation - Portugal - Confidential 04/11/2013 P.4
  5. 5. FOCUS ON SELECTED MARKETS EUROPE The 2th European BRAZIL The 3rd hotel group Hotel Group 967 hotels in total, totaling more than 66,000 rooms • 100 Golden tulip hotels in the national hotel rankings • • MIDDLE EAST & AFRICA The 4th hotel group • • 39 Golden Tulip hotels in Middle East totaling more than 5,000 rooms in Bahrain, Jordan, Lebanon, Oman, Saudi Arabia and UAE 33 hotels in Africa with more than 7,000 rooms in Morocco, Algeria, Tunisia, Egypt, Ghana, Nigeria and Tanzania. Exclusive partnership with BHG (Brazil Hospitality Group) 35 Golden Tulip hotels totaling 6,421 rooms, as of end of June 2013 MOROCCO The 2nd hotel group • • 19 Golden Tulip hotels totaling 4,165 keys, as of end of May 2013 Partnership agreement with Ynna Holding to rebrand 12 Ryad Mogador hotels, totaling 3,000 rooms Data as end of June 2013 LHG Presentation - Portugal - Confidential NB: Golden Tulip hotels include the three brands of the Golden Tulip’s family: Tulip Inn, Golden Tulip and Royal Tulip 04/11/2013 P.5
  6. 6. DEVELOPMENT 2012 - 2013 10th hotel group worldwide by country presence Forecast for end of 2013: 85 openings In the end of the first semester of 2013, we’ve already opened 68% of last year’s rooms record. LHG 2013 Presentation - Portugal - Confidential 2012 04/11/2013 P.6
  7. 7. LHG PRESENCE IN BRAZIL, SPAIN & PORTUGAL Existing GT hotels GT Hotels in pipeline Premiere Classe hotels Campanile hotels 4 4 Bélem 1 Sobral São Luis 1 4 Fortaleza/Natal / Recife 2 Cuiabà Braga Zaragoza 1 1 Salvador 1 Agueda 1 2 Brasilia 1 Uberlandia Foz de Iguacu 1 1 7 Rio de Janeiro 2 2 Setubal 1 2 Alicante / Elche 4 Curitiba Malaga 1 LHG presence in Brazil 35 trading hotels 4 hotels in pipeline Brands: Tulip Inn, Golden Tulip & Royal Tulip * Data as per 30/06/2013 LHG Presentation - Portugal - Confidential Barcelona Madrid 5 São Paulo Porto Allegre 1 1 Murcia 1 LHG presence in Spain & Portugal 12 trading hotels 4 hotels in pipeline Brands: Premiere Classe, Campanile, Tulip Inn & Golden Tulip 04/11/2013 P.7
  8. 8. STRONG BRANDS FROM 1 TO 5 STAR Première Classe - 250 hotels • • • • Slogan: “The essential for a good stay”” 1 or 2 star* hotels with standardized concept Limited service hotels offering good value for money 72% of hotels are managed by Louvre Hotels (incl. 27% owned) Tulip Inn – 80 hotels • • Campanile – 400 hotels • • • • • Mid-scale hotels : 3-star properties (created in 1993) Non standardised - Comfortable and functional accommodation along with friendly service Hotels designed to offer an exceptional value for money Well balanced mix of franchised and managed hotels • • Slogan: “Change the way you stay” Launched in 1976 3 star hotels with standardized concept Full service hotels, including restaurant & meeting rooms 83% of hotels are managed by Louvre Hotels (incl. 52% owned) • • • Kyriad – 234 hotels (France Only) • • • • • • Slogan: “More comfort, less conformity” Launched in 2000 and 2003 respectively Upper midscale hotels, mostly located in France Non standardised product Kyriad is primarily a franchise brand LHG Presentation - Portugal - Confidential Upper-scale hotels : 4-star properties (created in 1962) Non standardised - Full service hotels, incl. restaurant & meeting rooms Modern facilities, personal service and international standards of comfort Well balanced mix of franchised and managed hotels Royal Tulip – 9 hotels • • • * Data as per 30/06/2013 Golden Tulip – 143 hotels Luxury hotels : 5-star properties (created in 2006) Non standardised - Security, exclusivity and discrete excellence Elegant and luxurious facilities with a deluxe level of comfort and refined services, and ultra-modern amenities 04/11/2013 P.8
  9. 9. PORTFOLIO OVERVIEW Room stock by brand Room stock by contract type 23% 48% Franchise 29% Management Owned Room stock by region 73 % 0% 10% 20% 30% 40% 50% Europe Middle East - Africa 14 % 60% Asia Pacific 43 % Development last 5 years (rooms) 0% 10% YTDPresentation - Portugal - Confidential LHG May figures 20% 70% 80% South America 6% 7% 90% 100% 90% 100% 57 % 30% 40% 50% 60% Europe International 70% 80% 04/11/2013 P.9
  10. 10. GOLDEN TULIP FORMULA Execution LHG Presentation - Portugal - Confidential 04/11/2013 P.10
  11. 11. GOLDEN TULIP FORMULA Hotel BRAND OPERATING SYSTEM EXECUTION Commercial Value Drivers Operational Value Drivers HR Management Goldres Training Academy Training E-Commerce / M-Commerce Systems Technology Legal Support Loyalty Program Financial Services Finance Sales & Marketing Quality Assurance Management Operation Central Meeting Line Pricing & Revenue Mgt Leisure Marketing Quality Supervision Sales & Marketing Property Maintenance Business Analysis / Benchmark LHG Presentation - Portugal - Confidential 04/11/2013 P.11
  12. 12. THE BRAND BRAND International standards, local flavours. LHG Presentation - Portugal - Confidential 04/11/2013 P.12
  13. 13. GOLDEN TULIP BRANDS Brand Royal Tulip Golden Tulip Tulip Inn International Standards, Local Flavours Hotel Description Rare Authentic Value for money Star Rating International Luxury Upscale Midscale N# of Hotels 9 hotels 143 Hotels 80 Hotels N# of Rooms 2,280 Rooms 20,900 Rooms 8,400 Rooms N# of Countries 6 Countries 33 Countries 23 Countries Hotel Design Non-standardised Non-standardised Non-standardised Main Brand Competitors (In Portugal) LHG Presentation - Portugal - Confidential 04/11/2013 P.13
  14. 14. TULIP INN Celebrating diversity Tulip Inn Zaragoza, Spain Tulip Inn Marne la Vallée, France Tulip Inn Rotterdam, Netherlands LHG Presentation - Portugal - Confidential 04/11/2013 P.14
  15. 15. GOLDEN TULIP Celebrating diversity Golden Tulip Munich Golden Tulip Opera de Noailles Paris Golden Tulip Farah Casablanca LHG Presentation - Portugal - Confidential 04/11/2013 P.15
  16. 16. ROYAL TULIP Celebrating diversity Royal Tulip Almaty, Kazakhstan Royal Tulip Brasilia, Brazil Royal Tulip Zhujiajiao, Shanghai, China 04/11/2013 P.16
  17. 17. BRANCHE A dedicated Food & Beverage concept Nature as the key element Restaurant Bar Lounge A place where you can stay in and feel comfortable any time A place where it is easy to move in, offering working facilities as well as leisure ones LHG Presentation - Portugal - Confidential 04/11/2013 P.17
  18. 18. VALUE DRIVERS BRAND OPERATING SYSTEMS LHG Presentation - Portugal - Confidential 04/11/2013 P.18
  19. 19. GOLDEN TULIP FORMULA Hotel BRAND OPERATING SYSTEM EXECUTION Commercial Value Drivers Operational Value Drivers HR Management Goldres Training Academy Training E-Commerce / M-Commerce Systems Technology Legal Support Loyalty Program Financial Services Finance Sales & Marketing Quality Assurance Management Operation Central Meeting Line Pricing & Revenue Mgt Leisure Marketing Quality Supervision Sales & Marketing Property Maintenance Business Analysis / Benchmark LHG Presentation - Portugal - Confidential 04/11/2013 P.19
  20. 20. COMMERCIAL VALUE DRIVERS Distribution Landscape LHG Presentation - Portugal - Confidential 04/11/2013 P.20
  21. 21. COMMERCIAL VALUE DRIVERS Distribution Landscape > A single platform incorporating all channels: • • • • Global distribution systems (GDS) Call centres: central telephone reservations Online Travel Agencies (OTA’s) Brand.com > The CRS benefits: • Full integration of all channels • Fully interfacable • Manage & update rates & availability immediately in one platform • Real-time availability • Dynamic reports for revenue and rate analysis • 24/7 GOLDRES Support • Amongst the highest uptimes in the industry with 99.8% • Average response time of 0.075 seconds • Integrated corporate RFP tool (Lanyon) • Complete and direct integration on GDS: total pricing, BAR, etc. • Centralized system for commission payments (Travelcom) Highly efficient CRS (centralised reservation system) > Upcoming features: • To support cross-selling among the different brands of LHG • To benefit from the existing and on going technology investment in other LH brands LHG Presentation - Portugal - Confidential 04/11/2013 P.21
  22. 22. COMMERCIAL VALUE DRIVERS E-Commerce A range of tools and programmes geared to maximise revenue > Brand websites and customised hotel websites > The first hotel group to launch a mobile application interfaced with its CRS > Prepayment options available in different currencies > Facebook page with integrated booking engine > Search Engine Optimisation tools (SEO) and Search Engine Marketing activities (SEM) > Active presence on social media > Management tools that provide flexibility and responsiveness to hotels and regional offices for monitoring their activity and content. > Restricted rate log-in > Guest reviews Upcoming features: > Upselling solution, dynamic packaging, additional currencies, promotion codes, geo targeting & social media facilities. LHG Presentation - Portugal - Confidential 04/11/2013 P.22
  23. 23. COMMERCIAL VALUE DRIVERS Loyalty Programs Loyalty scheme for the bookers of corporate rooms and meeting business Loyalty program for frequent guests Partnership with major frequent flyer loyalty programs LHG Presentation - Portugal - Confidential 04/11/2013 P.23
  24. 24. COMMERCIAL VALUE DRIVERS Sales & Marketing Leisure Marketing > Reservation service to facilitate the booking of meeting facilities at hotels. > Specialized booking agents assist personally in identifying the hotel facilities that best meet the needs and criteria of the booker. > The special needs per booker are registered and stored to facilitate future bookings. LHG Presentation - Portugal - Confidential > Develops and launches promotional packages and rates towards the leisure guests > Prepay & Save > Stay more, save more > American Express Offers > These offers are promoted through the Golden Tulip channels (website, enewsletters, hotels), through printed advertisements and through partners 04/11/2013 P.24
  25. 25. OPERATIONAL VALUE DRIVERS Summary > Evaluation of hotels level of service and products offered once a year by an independent mystery guest > Evaluation based on quality assurance and the compliance with Golden Tulip’s corporate identity standards > Online Reputation through Review Pro > We offer various cost saving possibilities such as agreements with credit card and insurance companies. > World Purchasing Intranet: centralize all preferred agreements with selected third party vendors than hotels can benefit > “Le Store”: purchasing tools which offer competitive prices for food and non-food items from global suppliers through chain-wide collective agreements > Goldnet: online access to all materials and systems > Parse (manage loyalty program, hotel’s photo and Brochure production softw), Lanyon (manage property information, respond to RFP’s), Travelcom (online payment solution for travel agent commissions), Business Intelligence tools and reports (Rebecom/ STR), Revenue Management Systems (Easy RMS), Channel Manager, PMS Opera (preferential price negotiated). > > > > LHG Presentation - Portugal - Confidential Training centre developing innovative programs and entertaining learning Objective is to improve performance and encourage innovation « One Step Beyond » : preparing current assistant managers to become General Manager « Fast & Curious »: A program for young graduates to become GM (international career). For 18-24 months they occupy various management functions in 2 or 3 different hotels in the Chain. 04/11/2013 P.25
  26. 26. SOP (Standards Operating Procedures) > Each hotel receive a log in and is able to access the procedure manual on a branded home page according to his brand type. > From this home page you can search directly the procedure using its name or code number > 400 different procedures which are classified according to the hotel’s operating department (FO, F&B, Finance, Sales & Marketing…) > Extranet with all Brands Standards per Brand LHG Presentation - Portugal - Confidential 04/11/2013 P.26
  27. 27. EXECUTION BRAND OPERATING SYSTEMS LHG Presentation - Portugal - Confidential EXECUTION 04/11/2013 P.27
  28. 28. GOLDEN TULIP FORMULA Hotel BRAND OPERATING SYSTEM EXECUTION Commercial Value Drivers Operational Value Drivers HR Management Goldres Training Academy Training E-Commerce / M-Commerce Systems Technology Legal Support Loyalty Program Financial Services Finance Sales & Marketing Quality Assurance Management Operation Central Meeting Line Pricing & Revenue Mgt Leisure Marketing Quality Supervision Sales & Marketing Property Maintenance Business Analysis / Benchmark LHG Presentation - Portugal - Confidential 04/11/2013 P.28
  29. 29. EXECUTION > Business Model: partnership with local companies • Objective is to create synergies by capturing benefits from international brands, strong distribution systems and global tools combine with local market knowledge , expertise and understanding of local culture. • Such partnerships are essential for growth at LHG • Example of Brazil Success Story > Partnership signed with Flagworld in 2012 to develop Golden Tulip brands in Portugal > Soft Product Standards • Golden Tulip brands are non-standardized permitting to optimise rebranding investment cost still maintaining high level of service. > Focus on Profitability • Owned by an investment fund • Owned 24% of our portfolio • Efficient at converting fixe cost in variable cost LHG Presentation - Portugal - Confidential 04/11/2013 P.29
  30. 30. LIVE EXAMPLE Golden Tulip Braga BPI Revenue: 31 % Portugal 63 keys – Ex hotel Sentir Falperra Opening date: 08/03/2012 Occupancy rate 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 42% 32% Rooms Revenue ADR 55 € + 28 % + 45 % 50 € 600K€ 51€ 50 € 45 € 45 € +12 +12 %% + 10 % +29% 487 K€ 500K€ 400K€ 335 K€ +75%% + 43 +75% 300K€ 40 € 200K€ 35 € 30 € Hotel Alone Hotel with GT Brand Impact FTM LHG Presentation -(Apr 12- – Mar 13) after opening Portugal Confidential 100K€ 0K€ Hotel Alone Hotel with GT Brand Impact Hotel Alone Hotel with GT Brand Impact 04/11/2013 P.30
  31. 31. WHY US ? LHG Presentation - Portugal - Confidential 04/11/2013 P.31
  32. 32. NETWORK STRENGTH Portugal 1 UK 2 Germany 3 Spain 4 France 5 Netherlands Nb of overnights % of overnights Presence of LHG in Portugal ('000) in Portugal in the country 6 422 3 685 3 077 2 225 2 137 16,2% 9,3% 7,8% 5,6% 5,4% 20 hotels 9 hotels 10 hotels 817 hotels 62 hotels * Presence of LHG in the country including hotels under GT brands Sources: Instituto Nacional de Estatistica – Statistics Portugal LHG Presentation - Portugal - Confidential 04/11/2013 P.32
  33. 33. ADVANTAGES OF A PARTNERSHIP WITH US > A recognized and respected brand worldwide > Expertise, track record and proven results > Operational support to improve hotel’s operational and financial performance > One of the most powerful reservations systems connecting hotels to global distribution systems, call centers, e-commerce website > Conversion brands > Direct impacts from marketing campaigns, loyalty programs, sales representation, international exposure > Expertise and global tools developed at central level to support each hotel operation and performance > Local partners & teams to better understand each market and local culture, and better support hotels in each region > Local sales & marketing plan defined per region LHG Presentation - Portugal - Confidential 04/11/2013 P.33

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