The five-year Strategic Plan is based on the key pillars
of the value proposition of the new NH. It is structured
around four main value creation drivers and 24
initiatives, each of which has its own goals, action plans,
calendar, budget and implementation officials.
2014 was the first year of implementation of the five-
year Strategic Plan, a year in which the Company has
experienced a profound transformation thanks to the
Plan’s initiatives and the positive results obtained.
These initiatives have focused on improving
revenues and margins, promoting our expansion and
implementing the so-called “enablers” of NH Hotel
Group’s transformation: a new strategy in human
resources, sustainability and information systems.
The main milestones achieved in 2014 include the
launch of a new value proposition (brand architecture
and customer experience); the definition and launch
of our Repositioning Plan; the implementation of
the administration and systems transformation
plan; the reduction of leases; and the design and
implementation of a new pricing strategy.
FIRST YEAR OF THE
STRATEGIC PLAN
the new nh
First year of the Strategic Plan
18
INITIATIVES
DESCRIPTION
Revenues
increase
New value
proposition
Brand architecture and experience
Pricing strategy and increased investment in marketing
Portfolio
optimization
Repositioning Plan: €200-220M investment
Asset rotation of owned assets that do not fit either with the new
product or NH strategy
Margin
Increase
Direct sales
increase
Reduction of intermediation costs increasing direct online sales
(website and mobile applications)
Sales strategy by channels and strategic pricing (prices-value and
yield management by market)
Cost
efficiency
Optimization of support functions (i.e. administration) and purchases
Leases adjustment plan
Growth
Strengthen presence in Europe and Latam
JV China
ENABLERS
IT, Human Resources and Sustainability initiatives
Global business culture
