Strategic repositioning of a mature hotel

Abstract

[eng] The presented plan focuses on the strategic repositioning of the Samos Hotel, located in Magaluf, with the aim of continuing with the strategic plan that Melià has been implementing since 2011, the purpose of which is to eliminate “binge tourism” from the municipality of Calvià. The repositioning strategy includes a series of refurbishments and improvements, including the conversion of the hotel’s top floor into a space that will be exclusively dedicated to MICE tourism. In addition to capturing a niche market that provides high economic income, this initiative is intended to reduce seasonality the tourism in the island. In addition, this project includes the implementation of new complementary activities aimed at improving the experience of sun and beach tourists, who will be able to enjoy cultural activities that will allow them to integrate with the local environment and enjoy Mallorcan and Spanish gastronomy. To carry out this repositioning, new objectives will be defined for the hotel, a new marketing plan, a new human resources policy, and the budget and decisions to be taken in the face of possible risks will be elaborated.