24
REPOSITIONING
Apart from the preliminary focus on assets in which the
Group will invest during the five year Strategic Plan,
partial strategic investments have been made, including
the
NH Eurobuilding Collection
.
We will progressively
invest
€
24.9
M in this asset, although investment in the
guest rooms was undertaken during 2013. At the end of
2013
refurbishment works also started at the
NH Grand
Hotel Krasnapolsky,
another flagship of the Company
and probably the best-known hotel in The Netherlands.
Other assets refurbished during this time include, in Spain,
the NH Embajada (
NH Alonso Martínez
since May 2014)
and the
NH Collection Amistad in Cordoba
,
where the
guest rooms were partially refurbished.
In addition, the Business Unit Benelux boasts the new
member of the
nhow
brand located in
Rotterdam
,
in the
emblematic building designed by Rem Koolhaas. This is
a unique hotel that communicates the brand’s spirit. The
establishment’s interior was also designed by Koolhaas,
winner of the Pritzker Award, considered the Nobel Prize in
architecture, andmaintains the brand’s contemporary spirit.
Repositioning Plan
NHHotel Group plans on investing over
€
200
Mon implementing a thorough
refurbishment andmodernisation programme
in the Company’s most important hotels. This repositioning is the key to obtaining better customer evaluations, as well as
increasing ADR.
During the first phase, to be implemented during the next two years,
over
€
50
M will be invested
for the refurbishment of 37
strategic hotels around the world, undertaking partial refurbishment schemes and maintenance in most of the Group’s assets.
In addition, the Group aims
to enhance the quality of its portfolio
by including new hotels in strategic markets over the next
five years. The addition of these new establishments will offset the exit of hotels with low profit margins that do not fit within the
new brand structure.
BRILLIANT BASICS
The scope of Brilliant Basics was defined in the Strategic
Plan in 2013.
Brilliant Basics
are the fundamental
equipment in our hotels that allow us to define a
quality
and comfort standard
for our guests. These accessories
and equipment comprise a total investment that exceeds
€
10
Mfor all the business units, allowing our guests to enjoy
them in any of our hotels depending on its category.
Examples of this equipment include the new bed concept,
rainfall showerheads, large flat screen televisions,
professional hair dryers and shaving mirrors.
EXTERIOR SIGNAGE
Thenewexterior signage (access signs, entrance signs, totem
signs, rugs, vinyl adhesives on windows and doors, etc.)
will be implemented during 2014 in approximately 200
hotels across all business units. The rest of the hotels will
incorporate the new signage during 2015 in line with the
repositioning plan.
Amenities NHCollection
NHCollection Jousten
Buenos Aires, Argentina
