THE NEW NH
Key initiatives in 2014
28
IMPROVEMENTS IN DIRECT
ONLINE SALES
The new website of NH Hotel Group was launched in 2014 and it is
presented in eight languages and domains. With a responsive design
available for all operating systems (IOS, Android, Windows, etc.)
consumers, who increasingly turn to mobile devices, will also be able to
enjoy a comprehensive experience from their mobiles or tablets.
The new website is a cornerstone of the Company’s strategy
towards technological leadership in the sector, greater visibility and
improved sales through its own sales channel. It has been designed
to improve usability, encourage bookings, reinforce the SEO (Search
Engine Optimization) strategy and enhance technical capacity and
performance.
Exclusive website for the new NH Collection brand
The new website of NH Collection has a modern design based on
photographic quality and the visual culture of Internet users. With
this graphic approach, NH Collection seeks to bring the extraordinary
experience and carefully crafted image of our premium brand into the web
environment, integrating colours, styles and typography.
The new websites use a responsive design for mobiles and tablets that
automatically adapts layouts to the viewing device.
PORTFOLIO OPTIMIZATION
One of the main goals of NH Hotel Group’s five-year Strategic Plan is
to increase the quality of the portfolio through the disposal of low-
profitability or non-strategic hotels, renegotiations and the sale of assets.
Therefore, the Company disposed of a total of 20 hotels in 2014. During
2013 and 2014, 13 leases were successfully concluded and more than
100 renegotiations were made. The impact of these agreements meant
an increase of €10M in EBITDA in 2014, with an investment of €19M.
The investment planned for 2015 amounts to €5M, with an EBITDA
growth of €7M. In 2014 the loss of EBITDA was minimized as a result
of asset sales.
NH Alonso Martínez (Madrid, Spain)
Located in the heart of Madrid, the former NH Embajada
has been refurbished as part of the Company’s assets
repositioning strategy, which is aimed at improving
customer experience. All rooms and common areas have
been modernized for greater comfort. Refurbishment
works were completed in February 2014, preserving the
unique beauty of the facade.
NH Collection Abascal (Madrid, Spain)
After seven months of refurbishment works, NH Collection
Abascal finally opened in November 2014. This is the
fourth premium hotel in Madrid, a perfect combination of
high-end design, historical legacy, innovation, excellent
service and haute cuisine.
NH Collection Palazzo Barocci (Venice, Italy)
In July 2014 NH Hotel Group presented its new
premium brand, NH Collection, in Venice. The official
opening of the new NH Collection Palazzo Barocci
provided the perfect scenery for the occasion.
This exclusive boutique hotel, formerly known as
NH Manin, re-opened its doors after six months
of refurbishments, with a new interior design and
greater capacity. Housed in a prestigious palace built
in 1890, NH Collection Palazzo Barocci preserves
its intimate atmosphere, while incorporating a new
style, more modern facilities, elegant furniture and
15 new rooms. The palace is an architectural jewel
with 59 luxury rooms combining traditional features
and modern decoration to perfection.
NH Alonso Martínez
Madrid, Spain
YEAR
ASSET
€M
2014
NH Amsterdam Centre (lease back)
45
NH Harrington Hall 25% holding (London)
13.3
Sotogrande (Cadiz)
178
2015
NH Bogotá Parque 93
21.5
