NEW
SERVICES
Wifree
Considering that for NH Hoteles quality and customer
satisfaction are priorities, the Company constantly improves its
proposal in order to meet their demands and keeps ahead of
them. Therefore, from August 2012 and in answer to customers´
demands, NH Hoteles provides free
Wi-Fi in all the rooms and
common areas
in its hotels.
“
Free WiFi is become one of the main demands from
our guests and it’s more and more important in their
reservation decisions. Although NH Hoteles has had this
free service for a long time in its lobbies, we wanted to
extend it also to the rooms and common areas so guest
feel at home and they can get in touch with their families
or work in such a comfortable and efficient way as if they
were in their own office”.
To communicate the launching of Wifree, several online and
offline media campaigns were developed. Touch screens and
advertising panels were placed in some Spanish train stations. It
was also elaborated a campaign together with Iberia, delivering
more than a million advertising postcards in the lunch trays during
intercontinental flights from Madrid and Barcelona.
NH Meeting Moments
Launching this concept, based on
simplicity, trust and care, intends
to achieve the ultimate expression
of customer experience in any
event or meeting taking place in
our hotels, during its whole cycle. Meeting moments provides
customers with an excellent range on catering services as well:
from rooms to offer a tasty coffee-break and lunch-time meetings
to avant-garde cuisine restaurants.
NH Event Tool
Online tool simplifying and optimizing events and congresses
organization, independently of their size or reservation times. It
gives the possibility of managing multi-hotel operations, booking
rooms in several hotels in one or many cities and countries. It also
provides the opportunity to create a personalized website.
CAMPAIGNS
AND
PROMOTIONS
In 2012 the Company focused on getting to know the
preferences and the purchasing behaviour of those who trust
its brand and the remaining travellers for fun or business. The
marketing email activity resulted in an exponential growth
due to the significant offers generation for each market,
segment and period, fostering as well cross-selling in its
hotels worldwide.
Seasonal Campaigns
“
Wake up to the Summer buzz”
was launched through our
own channels and intermediaries, highlighting European
destinations in Spain, Italy, Benelux and Central Europe as
well as Resorts. Likewise,
“400
ways to beat the Winter”
allowed to communicate a wide range of plans based on the
Company’s great presence in Europe.
Unique experiences
Launching significant local offers which, recalling customers’
preferences, provided unique experiences such as a
romantic or culinary stay, attending the marathon in Vienna,
enjoy the landscape on the Dutch seaside or a stunning
Resort in Cadiz.
LOYALTY
AGREEMENTS
In 2012, the co-marketing area looked for the best
strategic partners, being significant the partnership in
Italy with
20
th Century Fox
and activities relating to
art exhibitions and concerts, together with the
Il Sole
24
Ore
group.
In Spain an agreement with CEPSA was signed
CEPSA
,
rewarding customers with hotel nights through the
exclusive promotion in 2,000 service stations. In
Germany and Benelux agreements were held with the
gym chain
Fitness First
to offer a differential value
proposal for customers who stress the importance of
well-being.
25
ECONOMIC PERFORMANCE • customers
