Page 1

Juan Carlos I Business & City Resort Barcelona, 17th January, 2014

Blanca Carandini Maria Gallo Diana Oprisor Berta Riba


Table of Contents 0. Introduction

2

1. Juan Carlos I ‘s description

3

2. Sales & Marketing Strategy

19

3. Organization of the Sales Department

22

4. Social Media & On line Sales Strategy Analysis

25

5. Conclusions and Recommendations

41

6. Bibliography

44

1


0. Introduction

On this project we have analyzed an existing hospitality company, the Juan Carlos I Hotel, located in Diagonal Avenue in Barcelona. We have divided the analysis in five parts. First of all a description of the hotel, all the facilities it has, the product that it offers, an analysis of its location and the target they are focused on. After it we analyzed the Sales and the Marketing strategy followed by an overview of the Sales Department. The last point of the analysis is about the Social Media, its own web page and the online sales strategy. To sum up there are some conclusions and recommendations that we have thought for the future of the Juan Carlos I Hotel.

2


1. Juan Carlos I ‘s description Hotel Rey Juan Carlos l opened its doors just days before the Olympic Games of Barcelona '92. Since that time, it has expanded and improved till become one of the most luxury and recognized hotels in Europe. 

Mission: "Everything we do, we do it to welcome you again.

Vision: "To be the Urban Resort Of Reference in Europe".

Values: Compromise, Respect, Communication, Teamwork, Customer-

orientation, Business Vision.

PRODUCT TYPE Since opening in 1992, the Hotel Rey Juan Carlos I has been expanded its facilities and has become a unique urban complex in the city of Barcelona called "Hotel Rey Juan Carlos I - Business & City Resort", thanks to the sum of the prestigious "Palau de Congressos de Catalunya", the wellness center "The Royal Fitness", as well as restaurants and pools located in its 25,000m2 of private gardens. 3


The comfortable and spacious accommodation features the latest facilities and outstanding views over Barcelona. The 19th century Mediterranean gardens and outdoor pools create a tranquil resort in the city center.

With 432 luxury rooms and professional conference facilities, Hotel Rey Juan Carlos l is the ideal location for a business or leisure visit to Barcelona. And finally, the spa and fitness center offer the possibility to relax and unwind.

ROOMS & SUITES 

Standard rooms (258 rooms): 30m2 rooms that include the basic room services*.

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Superior rooms (104 rooms): 30m2 rooms that include the basic room services*. This kind of rooms are characterized by being located starting from the 9th floor giving to the clients immeasurable views of the city of Barcelona through their grand windows.

Executive rooms (32 rooms): 30m2 rooms that include the basic room services*. These ones are located on the 12th floor and offers free internet connection, international press and business centre services. Also, there is the possibility to enjoy four meals a day in the executive lounge from 7 a.m. until 11 p.m.

Junior suites rooms (21 rooms): 60m2 rooms that include the basic room services*. These ones offer a comfortable bedroom and large living room with elegant and comfortable furniture and guest bathroom. For an even more expansive suite it is possible to connect the Junior suite with a double standard room.

5


Deluxe suites (13 rooms): 70m2 rooms that include the basic room services*. These kinds of rooms are composed by one room and one living room with abundant natural light and fabulous views enjoyed through full-length windows. An elegant entrance hall and large living room with stylish furnishings.

Presidential suite (1 room): 120m2 room that includes the basic room services*. Located on the 14th floor, the Presidential Suite has hosted numerous international personalities. This kind of suite offers a large bedroom and living area as well as a small kitchen. It is possible to expand the suite by connecting it to a standard room.

Royal suite rooms (1 room): 450m2 room that includes the basic room services*. Located on the highest floor of the hotel, the Royal Suite consists of two suites in one: "The Royal Suite Polo Club" and "The Spacious Royal Suite Diagonal" which has two bedrooms. The suites can be connected and include two staff or security rooms. For hightened privacy and security, the suite has direct access from a private elevator with direct access to the lobby or private car park as well as surveillance cameras in the entrance.

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

Royal Suite Diagonal (1 room): 250m2 room that includes the basic room services*. A spacious living room and two comfortable bedrooms each feature an ensuite bathroom and a perfect location on the famous Diagonal Avenue.



Royal Suite Polo (1 room): 200m2 room that includes the basic room services*. The highlight of this suite is the boardroom, with the capacity to seat 10 people, and a magnificent grand piano. The master bedroom features a dressing area and spectacular views from the marble bathroom.

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*Basic Room services  24-Hour Room Service.  TV LCD - HD.  Pay TV movies and radio.  Direct-dial telephones.  Free Broadband Wi-Fi internet.  Individually-controlled air conditioning.  Regulators and light sensors.  In-room safe.  Fax (optional).  Mini-bar.

RESTAURANTS & BARS______________________________________________ Hotel Rey Juan Carlos I present dining experiences guaranteed to cater to all tastes: 

The Garden Restaurant & Lounge offers creative Mediterranean cuisine and is surrounded by tranquil gardens. Enjoy alfresco dining on the terrace overlooking the pool during summer period.

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

The Polo Restaurant offers a wide gastronomy variety made with the finest products.



Enjoy a relaxed poolside lunch at the Pool Bar or healthy options at the Espinaler Experience Tapas Bar. Both bars are open during the warmer months.

9


Also this hotel offers guests a variety of bars to unwind and relax with a drink: 

The cosy Coppelia Club offers a wide selection of cocktails and is the perfect place to have a rest after a long day's work.



The glamorous Lobby bar is located in our 16-storey atrium lobby and offers live piano music every evening.

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THE GARDENS______________________________________________________ Hotel Rey Juan Carlos I is surrounded by 2,5 hectares of 19th century Mediterranean gardens. Those gardens create a tranquil oasis in the heart of vibrant Barcelona where you can easy unwind after a busy day amongst the native pines, palm trees and serene ponds. Those lush gardens, and the 2 spectacular swimming pools that you can find inside, offer a unique backdrop for a successful gala dinner, business lunch or banquet.

THE ROYAL CLUB: FITNESS & SPA The Royal Club Fitness & Spa is located in the lush gardens of the Hotel Rey Juan Carlos I. With more than 5.400 m² of infrastructure with a natural light, the magazine “Conde Nast Traveler” included it in its Top 10 Best Fitness Center worldwide.

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The personnel´s goal of The Royal Club Fitness and Spa is to reach the well-being throughout a large choice of esthetic, relaxation and beauty cares with the best products. The Royal Club has a prestigious medical team, Sports Medicine Barcelona, situated in the same buildings and which discipline, sportive medicine, have a lot of supporters that are looking for balance and harmony between the body and the spirit.

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MEETINGS__________________________________________________________ Hotel Rey Juan Carlos I meeting facilities provide the ideal venue for a successful meeting in Barcelona. This hotel offers friendly, professional staff and 14 versatile meeting rooms within the hotel.

Also, the “Palau de Congressos de Catalunya” forms a part of the hotel. It is a modern conference and exhibition centre with a capacity of 2,027 delegates in its main auditorium. It has 35 halls and meeting rooms of varying sizes. The Palau de Congressos de Catalunya has over 4,000m² of exhibition space.

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BENEFITS Hotel Rey Juan Carlos l benefits from the addition of the Royal Club Fitness & Spa, the catering service and the state-of-the art Palau de Congressos de Catalunya. There is no doubt that the Palau de Congresos de Catalunya is a reference key icon within the complex, due to its versatility, modernity and functionality. Both establishments are an attractive global offer for conference organizers, corporations of various kinds and a plus of logistic comfort for delegates and exhibitors. Thanks to the Palau de Congressos, the hotel is part of and is an active member of three associations: ICCA (International Congress and Convention Association) , AIPC (International Association of Congress Centres ) and APCE (Association of Conference Centres of Spain ) . Because of this associative integration, the Hotel is added to the category of “International Congress Center Hotel ", which means greater accessibility and adaptability to meet the needs of any client. In this way, and in order to satisfy all market sectors, the hotel has been able to segment its services into two categories, differentiated in product and service: five stars and five -star deluxe. Another thing that can be strength for the hotel is that it is one of the complexes with more supply in Europe because, apart from its facilities, can now offer their customers the opportunity to enjoy a unique natural environment. The sports centre of the hotel is very updated and completed; it offers fitness room, guided activities, outdoor heated pool, indoor heated pool and two spa circuits. Also, on the first floor of the hotel, there is a hairdresser; a beauty centre with 4 treatment rooms and the renowned “Sports Medicine Barcelona�, a medical cabinet specialized on sports medicine. Finally, it is very important for many of their guests when they know that this hotel received a certificate for the good management of the energetic systems on the 2004. Hotel Rey Juan Carlos I pledge to sustainability with a policy which involves all the hotel employees and it is focused on reducing the power consumption, the greenhouse gases emission and the modernization of its facilities, in order to position itself as a sustainable reference point.

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LOCATION ANALYSIS Located on the Diagonal, the city's main avenue, this Barcelona luxury hotel is just a walking distance from the shopping, cultural and financial centres. Hotel Rey Juan Carlos I is located near Barcelona’s most famous shopping districts. “Plaça Catalunya” and “Passeig de Gràcia” as well as the alternative areas of “El Born” and “Barrí Gotic” are easily accessed by Barcelona's transport system. The “Avenida Diagonal” provides the hotel easy access to the city’s airports and to the motorways to Madrid, France and the Mediterranean coastline.

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Interesting places nearby Juan Carlos I Hotel

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COMPETITOR ANALYSIS A continuation, we have compared the “Hotel Rey Juan Carlos” with another hotel with the same category: the “Hotel Casa Fuster”. Who is better? Why? How they are positioned?.

ONLINE OPINIONS Based on “Atrapalo.com” ranking, the Hotel Juan Carlos is the number 9 in popularity of the 592 hotels in Barcelona. Also it has obtained a punctuation of 8.7 based on 86 client’s opinions, where there is specified the follow:

On the other hand, the hotel “Casa Fuster” is the number 4 in popularity of the 592 hotels in Barcelona on the ranking of “Atrapalo.com”. It has obtained a punctuation of 8.9 based on 86 client’s opinions, where there is specified the follow:

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We also have compared the two hotels thanks to “TrustYou.com�; an online webpage which capture opinions from millions of comments in one easy-to-view place from sources like TripAdvisor, Yelp, Facebook, Twitter between others. See now, how it classifies the best hotels of Barcelona:

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2. Sales & Marketing Strategy As all we know, Hotel Rey Juan Carlos 1 is placed on the top ranking most luxury hotels in Barcelona, so for these reason, and due to the economic crisis, this hotel and all others luxury hotels entrench their positions offering its customers the excellence in each and every one of his services. Exclusivity, luxury, vocation service and innovation are concepts that predominate in the day in such hotels.

After knowing this, we have to say that one of the marketing strategies of Rey Juan Carlos is to offer their customers the highest quality in every service, exceeding the initial expectations of its clients and trying to incorporate new professionals and services. For example, The Garden Restaurant and terrace, Pool bar, Lobby bar, Coppelia club and Espinaler Tapas bar, offers the best quality food, made by professionals chefs. Another example, is that Rey Juan Carlos 1, created a family pack, which offers the possibility, for the family’s children, to try cooking their favourite meal with the best chef meanwhile their parents enjoy a wonderful cocktail.

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On the other hand, we have to remember that on 30 july 2008, Hotel Rey Juan Carlos I Barcelona Centre and sign a Medic partnership in order to contribute to the empowerment of the city of Barcelona and Catalonia as a destination reference in the field of health and health services. So this partnership, it was a marketing strategy for the hotel, because has participate in commercial activities and marketing in order to provide customers accommodation and the highest medical treatments. On 25/03/2013 the hotel Rey Juan Carlos made an announcement in the newspaper “el economista.es” where its offers a little discount to those clients who read this announcement. The announcement for all those readers from “elEconomista.es” who will going to stay at the Hotel

Rey

Juan

Carlos

I

in

Barcelona this Easter, will enjoy ADDITIONAL 25% DISCOUNT ON THE RATE on a minimum stay of three nights and upgrade to superior room and guaranteed late check out until 15:00 h.

20


Another strategy of sales was very surprising for seeing an accommodation pack from Rey Juan Carlos, in the Lets bonus web. Obviously the pack was created for the last eastern, but on this way we can see how this luxury hotels try to sell online its products. As a luxury hotel it is, Rey Juan Carlos 1, has created its own Facebook profile, where we can find different discounts, packages, and information of different events that offers. On this way, we are sure that this is a good option and a good sales ‘strategy of sales, because nowadays we are used to search information opinions and discounts by internet. So also a Facebook profile for a hotel it is important, because the clients can write their own experience during their stay in the hotel. So on this way the future customers that want to book a room, will trust in the comments of the others.

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3. Organization of the Sales Department Hotel Rey Juan Carlos I has, as much of the hotels, a really simple organization. For working on this part of the project we were in contact with the Reservation & Revenue Manager and unluckily she couldn’t give us the names for the organization charts due to we cannot publish it. On the top we find the General Manager, who manage how must work each department on the hotel. The different departments as in any other hotel are: the Administration and Finantial Department, the Commercial & Sales Department, the Front Desk, the Food & Beverages Department (for the Restaurants and bars), the Housekeeping and Maintenance Department and finally the Security Department.

General Manager Administration & Finantial

Commercial & Sales Department

Front Desk

F&B

Housekepping & Maintenance

Security

Focused on the Sales Department the organizational structure they have is showed on the following chart:

We cannot publish the names as in the General Distribution chart.

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After speak with the Reservations & Revenue Manager and the Guest Relations we have internal information that is not found anywhere else. Juan Carlos I Hotel is based on business, meetings and conventions due to they are so close to the “Palau de Congressos de Catalunya� which is one of their properties in their complex. The business sector is strong from Monday to Thursday and it is their most important client but from Friday to Sunday they have thought to offer other kind of services as for example for families or couples. Depending on the season the hotel is pretty prepared for fight with different offers as for example: 15% or 25% non-refundable, some packages for families, romantic packages, packages with the spa included or the Getaway package. Their thought is:

Any offer that is perceived as attractive by the biggest number of distribution systems will be more successful guaranties for the hotel. Obviously as on all the businesses there are better and worse periods during the year, and they are conscious of the seasonality of the sector, so, they battle it with new offers. Usually, December and January are the worst months for them. Following the steps and ideas they did last year 2012, the 2013 has been similar to it on the incoming and the benefit, and the hotel has worked during all the year for reducing costs, sometimes losing a little bit of its quality, for being present, well known and competitive on the market. For this New Year 2014, they hope to be at least in the same position trying to get the maximum of revenue in the high season through their own channels leaving the intermediates they had until now. For the low season they want to obtain reasonable contracts with newsletter and punctual offers.

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After all, we think they have good ideas for deal with the crisis and the low season, but also, we recommend them the following actions: -

Use more the Social Media to be everywhere

-

If the hotel is not enough to have benefits, commercialize the product of the restaurant and the bar

-

Be focused not just on business, even it is the stronger public

-

Make offers to football teams who play against Barcelona Football Club

-

During the low season offer the spa not just to the guests

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4. Social Media & On line Sales Strategy Analysis Below we will analysis the Hotel Rey Juan Carlos I Website. Once finished we will analysis the positioning on the social networks, and finally examine the online sales strategy. For the ANALYSIS OF THE WEB, we will consider the usability of the web. Website usability is one that shows everything in a clear and easily understood by the user. The keys for usability are:

1. Visual design The visual aspects can influence the user visiting a website 

Clear navigation structure: Sites need good structure information, allowing to quickly knowing the order and distribution of what is to be found. Must be able to obtain the information you need in less than 3 clicks but is likely to leave the page

The logo: must be top left and pressing it from anywhere on the web should lead to the home page

The menu: all should have a main menu options no more than nine and no more than three sublevels.

Breadcrumbs as an element of usability, the trend is to include a menu of text links that tell us that the browsing user has taken to reach the point where you are located.

Language: You must use the same tone throughout the web. That is, if you are doing a treatment protocol (you, you) in the content.

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

Typography should be uniform on the website without abusing bold, underline or italics. Similarly you should choose a convenient source to read. If the font size is less than 12 pixels only San-Serif fonts should be used.



If the site is in multiple languages, do include changing the language in the top right.

The hotel website has a good visual design. Upon entering you see the logo on the top left of the page that lets us know where we are and also remains constant throughout the web to facilitate the return to the homepage. In the upper right area there is the main menu with links to all elements of the website is. One could say that is quite extensive, but considering how big the hotel and all the facilities it has , it seem right. It is remarkable the last menu item, a direct link to book a room at the minimum rate. I think it's good because it allows book in less than 3 clicks. At the bottom left we can read a short description of the hotel and its facilities. The choice of typography does not seem correct. They have used the font Arial size 9 seems too small and too bland. There are many more beautiful typography that give a touch of elegance better than this, which is the standard. To my it transmits that they don’t care about the details and their image. Also on the home page they have abused spacing. If they wanted to fill the space, they could have increased the font size. The latter occurs only in the home page, in the remaining pages spacing is normal.

26


The contrast of colours is correct, allows a good read. They are based on the use of white and sepia colour on a dark brown background. Some of the page I think they abuse the bold combination of colours in the same paragraph it does not seem necessary or attractive. You can surf the web in Catalan, English, Spanish and French. In the bottom of the main page there is a small link to access a pdf document with complete hotel information in Arabic.

Through a website SEO

analysis,

we

have

found

that

55% of visitors to the

website

are

made in Spain.

http://seogratis.org/sitioweb/http://www.hrjuancarlos.com

The structure of the homepage is maintained throughout the web, the only thing that changes is the lower left content, which may be boring plus it takes to load the content.

2. Rapidity The upload speed is one of the most important criteria to design a website, being the requirement for value in Internet surveys. In addition, according to studies of cognitive psychology, 10 seconds is the limit to hold the attention of a person on hold. This is the boundary that should not be overcome. The hotel website I think is a bit slow in loading the files, this is due to the size of the images. It also seemed to me that it took too long to load the booking engine on the web.

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Once in, it has 4 phases of purchase. 1. Select date from the same home page 2. Select rate and room, you can see the different packages and their details and have the option to compare different rooms. 3. Add improvements such as breakfast, bouquet of flowers, massages, transfer, bottle of cava, fruit salad... 4. Confirm the reservation completed a form with contact information and billing

Currently SOCIAL MEDIA are the main markers of reputation and influence. The positioning in the major social networks is critical to control, persuade and act both to increase sales of the online business and to convey and build a good online reputation.

On the Web page you can find the links for

the

main

social

media

pages.

Facebook, Twitter, Foursquare, Pinterest and Trip Advisor.

FACEBOOK The Enterprise Facebook as a social network pioneer is a great opportunity for communication and online reputation for any company interested in getting online visibility to potential prospects. The hotel has a good position in Facebook. It has a rating of 4.5 out of 5, 5.396 "likes", 121 "talking about this" 19.124 "were here" and on page 5.961 joining.

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The site has good content about the hotel and its deals. They constantly share information from the blog, hang pictures of the hotel and the activities they do in it. Such as Bridal open day, life is cabaret, Beauty Therapy fresh, show cooking in the pool... Also share information about things to do in Barcelona that may interest your potential audience, not only for tourists but also the local population of Barcelona.

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TWITTER With this tool we can find out what they think of the products and company. Through this channel promotion, can be exchanged proposals, strategies and information of interest to target client. Twitter web site is a little more boring, much repeated content. Does not seem that they're having much repercussion because they don’t receive feedback on their posts. Almost everything is promotion activities and deals. Occasionally there are post about things to do in Barcelona or recommendations and sites. Overall I think that they should do more to create content that encourage the participation of potential customer

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PINTEREST Pinterest, the “pictures� social network. It is growing strongly and is becoming an element of the marketing plan Social Media. Pinterest have 31 followers. Their profile is divided into five panels to differentiate the content by topic. In the first place urban resort, with spectaculars images of the hotel. In the second place Gastronomy, with a few pictures on the menus and restaurants. In the third place Barcelona, with images of the city and activities in the hotel. Fourthly JCI Bridal Day, which seems to be a very important for the hotel, which is held annually to attract customers from weddings segment event. Fifth and last place in Rooms, on this board you can see two images in two standard rooms. I think that like on Twitter, they are not worrying much on creating good content for this network. They should worry more and link the information that share on Facebook with the rest of social networks. It seems that the only thing they care about is Facebook

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FOURSQUARE Foursquare is a popular application for geolocation social media invites users to "check-ins" with their cell phones, business and places they visit. This Check-ins are optionally broadcast between the user's friends through Facebook and Twitter, showing their orienting using GPS location. Foursquare can also offer a good free publicity to your business. Allows greater range, get more online presence and wide distribution of your company and promotions. It will allow you to who you really are looking through the geosegmentation can decide the scope of regional promotions. Allows receiving feedback through comments or tips to share about your business users. Increases loyalty of your customers and you can reward regular users in your business promotions linked to a certain number of check-ins. The Hotel foursquare profile is quite popular, it has 918 visits and 1.558 check-ins and it has a rate of 7’5 over 10. It has a lot of comments or tip how they say. Some of them are positive like great views, good installations, breakfast… Others are negative like bad Wi-Fi on the rooms, cold, noise air conditioning, expensive prices. What I don’t see is the replay from the hotel; I think they should make a bigger effort in the communication with the customer. Social media is a great tool for the improvement of the communication between the customer and the company.

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TRIP ADVISOR Trip Advisor is an online platform that allows travellers to plan their trip and find out the experiences of former clients. Trip Advisor provides trusted advice from real travellers and a wide variety of choices and planning features with direct links to booking tools. The web has 260 million unique visitors per month and over 125 million reviews and opinions, covering more than 3.1 million lodging, restaurants and sites interest. The sites operate in 34 countries worldwide.

Trip advisor can be a powerful tool to improve the online positioning. But they can also hurt the business. The comments made on the site are not authenticated so cannot verify its accuracy. The point is that we are in the era where the customer has much information, this tool works as a defining element of the final choice. Since they would trust other client over a company. 33


It is very important for companies in a web like this, where the client is expressed after the purchase, that there is a feedback. The company has to respond to messages whether they are positive or negative. This showed that the company cares about customer feedback and so they would achieve customer loyalty not only but also get new customers. The hotel has a good trip advisor page. Can be booked through this in different OTAs. As for their grades, it has 68% positive reviews in 2013 and won the Certificate of Excellence. I think the hotel should make a bigger effort to address feedback from its users.

INSPIRED BY, A CORPORATE BLOG It is great way to display and communicate information about the business and corporate sector. And if their resources are exploited above including original and relevant content on a weekly basis, and optimize that content including RSS feeds, the end result will enhance the natural positioning in search results.

I liked the hotel blog. Has a lot of interesting content and updated at least 10 times a month. The blog is divided into 4 categories. The first is "Barcelona Agenda" where samples exhibitions, events, theatre. The second is "Must day & night" where they show interesting shops, places to vermouth or tapas, things to do on a Sunday ... the third is "In Action" where they explain events held at the hotel as wedding day, sushi in the lobby ... The fourth and last is "Let yourself be inspired" where they show activities for inspiration.

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For the ANALYSIS OF ONLINE SALES STRATEGY we have done a study on the difference in prices according to the site where you look. In the website of the hotel and the main online travel agencies. For the analysis we chose the date of March 6, 2014 and these are the different prices for a double room with or without breakfast. We have also tried to find prices for higher occupancy dates in Barcelona as MWC, when looking at the different channels, as we observed no rooms available for the dates of the big event.

06-mar-14

DOUBLE DELUXE ROOM NO BREAKFAST

BREAKFAST

WEB HOTEL

115,14 €

132,74 €

BOOKING

126,60 €

166,60 €

EXPEDIA

126,64 €

156,56 €

ATRAPALO

126,65 €

161,85 €

DESTINIA

116,95 €

129,76 €

SPLENDIA

149,00 €

184,20 €

VENERE

126,54 €

156,56 €

HOTELES.COM

127,00 €

157,00 €

PRESTIGIA

172,98 €

227,31 €

LOGITRAVEL

117,00 €

138,00 €

HOTUSA

126,65 €

156,57 €

HOTELSCLICK

124,00 €

136,75 €

HOTELIUS

126,65 €

156,57 €

7 ideas

114,00 €

129,00 €

When we see on the website there is a button that puts € 126, which leads directly to make a reservation at that price. We understand that this is the lowest price that we can get and therefore it is the price at which the OTA should sell.

35


But when we did the search for the 6th of March we found a much more economical offer that corresponds to a discount of 15% non-refundable. The rest of the main OTA. Most important OTAs seem to respect the agreements of parity prices (blue) and all of them have similar prices. The OTAs intended for a more affluent segment, offering a far higher prices (orange). There are also the ones who offer a price. And then there are those that offer prices below (pink), often prefer to skip some OTA agreements to increase its profit margin. Lowest price we found was through the OTA 7ideas.com noted for offering the lowest possible prices. In this case it seems that it does not fulfil the agreements is the hotel itself, it needs to offer a discount of 15% to increase their occupancy.

Another sales strategy is the creation of packages, in the website of the hotel you can find 11 different packages created for the different target of client:

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FAMILY Welcome Cocktail

in

Lobby Bar.

WEEKEND BREAK Welcome Cocktail in Lobby Bar.

Bar.

Two Deluxe rooms

connected.

a Deluxe

Extensive buffet

Room (30m²) 

breakfast 

Access to the swimming 

pool “The Garden”, 

Internet

and

Superior Double Room

Double

Strawberries

Breakfast in

Mix and

a

bottle of Cava. Polo

Romantic Dinner for two

Restaurant

people

Lunch or dinner in Polo

Restaurants. 

Restaurant

parking

included.

in

Accommodation

Buffet

COUPLES Welcome Cocktail in Lobby

at

one

of

our

Breakfast at your room or

V.I.P treatment

at our Polo Restaurant with

Upgrade to a superior

a very complete buffet and

category

cooking.

(subject

to

availability)

Free access to our awardwinning “ The Royal Club Fitness & Spa”*.

Check out at 15h

Internet

and

parking

included

Price of the package per night Rate from 218.10 € (VAT included)

Rate: 280 € (VAT included) for 2

260, 00 € (VAT Included)

people.

This package does not seem This sounds good, it is not overly This looks

interesting, nothing

particularly interesting; do not expensive and can enjoy a stay innovative, but it is attractive offer

anything

out

of

the more VIP

ordinary. Simply two connected

because they offer many things to make a perfect stay.

rooms and a welcome drink. If they truly want to be attractive to the family segment should offer

something

more

like

babysitting or tickets to the Aquarium for example

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SPA 

BUSINESS 

Welcome Cocktail in Lobby Bar.

Private relaxing lounge

Double

Five

Daily press

Restaurant

Business centre

TV

Secretary

massage for

Free access to the heated indoor swimming pool,

Double

Buffet

Breakfast in

Polo

Tickets

for

FC

Barcelona matches

and 

business centre 

in

Restaurant 

service

Accommodation Room (30m²)

Welcome Cocktail in Lobby

a Deluxe

and

drinks selections per day

two people (30 minutes) 

gastronomic

Buffet Breakfast in Polo A relaxing

Bar.

in

Accommodation Room (30m²)

Exclusive concierge service from 7am to 11pm

a Deluxe 

BARÇA

Late Check Out until 14:00 hrs

VIP amenities 

outdoor swimming-pool

Wifi Free

and the access to the Fitness

centre

of

our

award-winning "The Royal Club

Fitness

&

Spa" 

V.I.P treatment

Free Wifi connection

Upgrade to Suite

a

(subject

Junior to

availability) Price: From € 198 (VAT included)

Price: From € 202 (VAT included)

Package

rate from: 301,00€ (VAT

included), rate for two persons, subject to availability according to the FC Barcelona matches. I find this very interesting, very This sounds great, being so close Thanks to its location close to reasonably priced considering to the Palau Congress should Camp Nou, this offer seems right. what they offer. Perfect for a have much business client. the the price is good considering it is relaxing stay.

facilities

offered

seem

very for two people.

attractive

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SHOPPING 

CULTURAL 

Welcome Cocktail in Lobby Bar

in

a

Superior Room

Double Deluxe

Room

Romantic

restaurant

dinner at

with

suggestions. two

satisfy

Access

enjoy

all

you

free. 

Horse Riding* with special rates for our guests.

to

the

pool THE ROYAL CLUB FITNESS:

(opened in summer) or

Transportation from the

our indoor and outdoor

centre

pools,

both

heated,

can

“La Roca Village” which

located

in

award-

5000m²

is an outlet Shopping

winning “The Royal Club

dedicated

with over 100 prestigious

Fitness & Spa”.

exercise and permanently

of

Barcelona to

Internet

our

and

CARD to

get

a

The Royal Club Fitness* you enjoy

more of

facilities

to

physical

professionals.

included. 

10%

With

the Directed

activities* organized

discount on purchases.

A Personal trainer*

15% discount on the

All

restaurant Les

Tres

the

services

Alzines

activities

and

mentioned

are

subject to availability.

free taxi from shopping mall to the restaurant.

Internet Wi-Fi Free.

Late

* Activities with a supplement.

check-out 14:00

(subject to availability) Free parking (subject

outdoor to

availability) Prices for 2 person 270,00 €* Prices

than

assisted by highly qualified

parking

you at your arrival a VIP

the

people (45'’).

Roca Village will provide

can

“Real Club de Polo” for

breakfast with live cooking

A relaxing ayurvedic

brands and stores. La

guests

our

buffet

to

Tennis or Paddle: all our extensive facilities of the

Extensive

show cooking Polo. massage for 

“Polo Restaurant”.

Buffet Breakfast at our

REAL CLUB DE POLO (direct access from the hotel):

Accommodation

Polo

Welcome Cocktail in Lobby Bar

(30m2). 

CLUB DE POLO

from

239,00

€*

(VAT

39


(VAT included

included)

Shopping segment is growing This offer seems nonsense, does I think it is a wise move to offer much in the last years; many not offer anything different. is Polo Club activities being so close Asian and Russian tourists have very similar to the offer Get Away to the hotel. Probably will be fine great interest in make your and Romantic the only thing that for the client long stay because I purchases

in

the

city

of changes are insignificant details. see no sense to pay a personal

Barcelona. The facilities to reach Should

be

the Rock Village I think they are imaginative a great success

a and

little create

more trainer for a stay of 3 days. more

interesting packages.

WEDDINGS 

Welcome Cocktail i n Lobby Bar.

Accommodation a

in

fantastic Junior

Suite (60m²) 

Welcoming Surprise Breakfast in room

Late

chek-out

until 3:00pm 

Free Wifi connection

Free outdoor Parking

Rates from 295 € (VAT included). The last seems a bit low, the weddings segment is very large in Barcelona and this hotel has the necessary infrastructure for large weddings. They should pamper segment

a

little

and

more

include

this more

amenities and details to make their stay unforgettable. 40


5. Conclusions and Recommendations To sum up, we conclude with some opinions and recommendations. The hotel Rey Juan Carlos I, is one of Barcelona’s most emblematic hotels. This hotel combines the dynamism, comfort and services that the demanding business people need, with all the advantages that a holiday resort can offer. Furthermore its surroundings offer a unique attractiveness, which is hard to find in an urban setting. With a stay at Rey Juan Carlos I, you'll be centrally located in Barcelona, walking distance from Polytechnic University of Catalonia and close to Ceramics Museum. This 5-star hotel is within close proximity of Camp Nou and Guell Pavellons. Maybe you are not very close to the city center, but you have good connections by public transport and it’s just five minutes walking to the bus and metro stops. With 432 luxury rooms and professional conference facilities, the hotel is the ideal location for a business or leisure visit to Barcelona. The hotel offers different options between city activities and the exclusive quiet of the urban resort. You can relax yourself at the full-service spa, where you can enjoy body treatments. Also you can take advantage of recreational amenities such as a health club, an indoor pool and a sauna. Related with the business facilities, featured amenities include a business center, audiovisual equipment, and a technology helpdesk. Event facilities at this hotel consist of banquet facilities, exhibit space, and a meeting/conference room. Finally we have to take into account that this hotel has a clear commitment to improving energy efficiency. It has incorporated technologies designed to improve energy efficiency and is continuing to work in the same vein with new projects. We think that the strategy of sales and marketing, from Rey Juan Carlos 1 Hotel, is not so varied, so they should find different ways to promote their product, by web 2.0, offering more personalized services to their clients like for example a personal shopper service. It is very difficult to find some extra information about the hotel, on other websites, so, as for the clients it is very important to find every information or promotion on different sites and not only on its own web page, they must improve it, increasing the sales online and to promote the marketing strategies.

41


Through the analysis of the website we have reached the following conclusions: The visual image of the website should be better, specifically the typography used. Use a modern or a classic touch front. Consider the translation of your website into more languages. If they want to attract the Arab market would be desirable to translate the web, rather than just create a pdf. The booking engine is very good, takes a while to load at first but then the steps are fast. Regarding social media, the content on Facebook and the blog are great; I do not think I should improve anything. As for the other social networks, they should try harder and dedicate more time. Users of social media like to have interesting and quality information. I think they should at least link the information from the blog on twitter and encourage the participation of users. The Pinterest page is quite neglected should put more pictures from events and encourage users to share pictures taken on site such as weddings. The trip advisor page is fine but I think more they should reply to the comments of users. With regard to analysis of online sales strategy, we conducted an investigation into the rates published on the web and on popular OTA. The results were that more or less all have a similar price of around ₏ 126. The website itself offers an even lower price by offering a discount. This should theoretically allow the hotel to have the lowest rate, but because there was an OTA offering an even more reduced rate. The hotel should contact the agency and investigate 7 ideas through to obtained the wholesale rate, or what it’s their commission. To conclude this section, we have analyzed the deals offered by the hotel. We think they are not particularly original but quite complete. The best are in our opinion: Weekend Break, Couples, Business and Shopping. The reasons are mainly because they are pretty full and the price is adjusted to the amount of services they enjoy. 42


The worst: Family, Cultural and Weddings. This is due to looking to attract a segment with scarce services. They should increase activities even if it means increasing the price.

43


6. Bibliography http://www.slideshare.net/thedatarepublic/los-turistas-en-los-hoteles-de-5estrellas-de-barcelona http://www.feedbacktoday.net/entrevista/207/roberto-torregrosa-director-delhotel-rey-juan-carlos-i http://www.elitemeetings.com/property/hotel-rey-juan-carlos-i-business-and-city-resort/ http://inspiredbyluxury.com/hoteles-de-lujo/la-magia-de-la-navidad-llega-al-hotel-reyjuan-carlos-i/ http://www.bcm.es/uploads/pdf/prensa/firma%20BCM.pdf http://www.eleconomista.es/interstitial/volver/Nuezoct13/happyweekend/noticias/4699654/03/13/Semana-Santa-barcelonesa-en-el-glamuroso-Hotel-JuanCarlos-I.html http://www.eventoplus.com/noticia/2667/hotel-rey-juan-carlos-i-y-barcelona-centremedic-se-asocian-para-potenciar-los-congresos-mdicos/ http://www.hrjuancarlos.com/default-es.html https://www.facebook.com/hotelreyjuancarlosI https://twitter.com/HReyJuanCarlosI http://www.pinterest.com/hreyjuancarlosi/ https://es.foursquare.com/hreyjuancarlosi http://inspiredbyluxury.com/ http://www.guiadigital.gob.cl/articulo/que-es-la-usabilidad http://www.upf.edu/hipertextnet/numero-2/diseno_web.html#2 http://thehackership.com/blog/consejos_de_usabilidad_web http://www.marketingcomunicacion.com/posicionamiento-en-buscadores/2522/laimportancia-de-las-redes-sociales-en-el-posicionamiento-en-buscadores/ http://www.e-creativos.es/posicionamiento-redes-sociales/ 44


http://www.humanlevel.com/redes-sociales.html http://www.webpositer.com/posicionamiento-en-redes-sociales/blog-corporativo-twitterfacebook.html http://www.webpositer.com/posicionamiento-en-redes-sociales/facebook-paraempresas.html http://www.community.es/community/como-ganar-posicionamiento-en-pinterest/ http://seo-quito.com/post/18434292459/pinterest-y-posicionamiento-web http://www.woorank.com/es/www/hrjuancarlos.com http://suite.searchmetrics.com/en/research/domains/visibility/?url=hrjuancarlos.com&cc= US http://www.miranking.net/dominio/hrjuancarlos.com http://seogratis.org/sitioweb/http://www.hrjuancarlos.com http://blog.miraiespana.com/esse-rompe-la-paridad-de-tus-precios-por-qu-se-producecmo-evitarlo/ http://www.tripadvisor.es/Hotel_Review-g187497-d208210-ReviewsRey_Juan_Carlos_I_Hotel-Barcelona_Catalonia.html http://www.chileseo.cl/noticias/tripadvisor_le_quita_posicionamiento_a_tu_hotel_y_tu_le _ayudas_a_hacerlo.php http://seo-quito.com/post/37329450703/comentarios-marketing-online-hoteles http://www.booking.com/hotel/es/rey-juan-carlos-i.es.html http://www.expedia.es/Barcelona-Hoteles-Rey-Juan-Carlos-I.h15438.InformacionHotel?hiddenDateless=true http://www.atrapalo.com/hoteles/209-0_hotel-rey-juan-carlos-i http://destinia.com/hotels/rey-juan-carlosi/barcelona/barcelona/espana/europa/150315/es

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http://www.splendia.com/es/hotel/?hotel_id=31495&datestart=2014-0306&dateend=2014-03-07#hotel_details_tabs http://www.venere.com/es/hoteles/barcelona/hotel-rey-juan-carlos-i/ http://es.hoteles.com/ho130089/rey-juan-carlos-i-barcelona-espana/ http://www.prestigia.com/es/rey-juan-carlos-i.html http://www.logitravel.com/hoteles/hotel-rey-juan-carlos-i-barcelona-1054348.html http://es.hotusa.com/desarrolloweb/jsp/ficha.jsp?idioma=1&tipus_desti=H&cobol=020239 &verdispo=1&shabitaciones=1&socupacion=2-0&shabitaciones2=0&socupacion2=10&shabitaciones3=0&socupacion3=10&fent_dia=12&fent_mes=01&fent_any=2014&fsal_dia=13&fsal_mes=01&fsal_any=2014& nits=1&utm_source=trivago&utm_medium=cpc&utm_campaign=trivagoes http://www.hotelsclick.com/hotels/Spain/Barcelona/776/HotelHusa_Rey_Juan_Carlos_I.html http://www.hotelius.com/hoteles/hotel-rey-juan-carlos-i-business-and-city-resort-enbarcelona.htm http://www.7ideas.com/costas/media/entrance_2.aspx?anuncio=23274160&codigoCache= 566467085&utm_source=trivago&utm_medium=search&utm_campaign=hotel&codigoHot el=103789&controlId=575-5-1414171746

46

Juan Carlos I Business & City Resort  

Analysis focused on Juan Carlos I Hotel, located in Diagonal Avenue in Barcelona.