19
The new nh
Second year of the Strategic Plan
INITIATIVES
DESCRIPTION
REVENUES
INCREASE
NEW VALUE
PROPOSITION
Brand architecture and experience
Pricing strategy and increased investment in marketing
PORTFOLIO
OPTIMIZATION
Repositioning Plan: €237M 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, sales) and purchases
Leases adjustment plan
GROWTH
Strengthen presence in Europe and Latam
Joint Venture China
ENABLERS
IT, Human Resources and Sustainability initiatives
Global business culture
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.
2015 was the second year of
implementation of the five- year Strategic
Plan, a year in which the Company has
experienced a profound transformation
thanks to the excellent performance of the
Plan’s initiatives and its positive results.
These initiatives have focused on
improving revenues and margins,
promoting expansion and implementing
the so-called “enablers” of NH Hotel
Group’s transformation: a new strategy
in Human Resources, Sustainability and
Information Systems.
Regarding the portfolio segmentation, the
launch of the NH Collection brand across
the Group’s main markets stands out. This
is being exceptionally well received and
making a solid contribution to profits.
More and more hotels are being rebranded
as NH Collection establishments in Europe
and Latin America.
SECOND
YEAR OF THE
STRATEGIC PLAN
