20
the new nH
Key Initiatives in 2015
KEY INITIATIVES IN 2015
BRAND AND
EXPERIENCE
SALES AND
MARKETING
REVENUE
OPTIMIZATION
REPOSITIONING
PLAN
PORTFOLIO
OPTIMIZATION
IMPROVEMENTS IN DIRECT
ONLINE SALES
EXPANSION
PLAN
IT TRANSFORMATION
PLAN
BRAND AND EXPERIENCE
In 2014, NH Hotel Group carried out a clear segmentation of its hotels with the design of a
new brand architecture and an improved value proposition for its customers, based on the
needs of consumers and the experience offered by the Company. The new brand structure
defines the NH Hotel Group portfolio as follows: NH Collection, which includes all upper-
upscale hotels; nhow, the hotel brand for travellers with their own style; NH Hotels, which
includes all four and three-star city hotels; and Hesperia Resorts, the vacational brand.
Meeting the expectations and needs of its customers is a priority for NH Hotel Group. For this
reason, the Company bases its work on the operational and service promise defined for each
of its brands, focusing on maintaining the highest quality and innovation standards, while
always remaining transparent in its actions. The Company is committed to guaranteeing
excellence in its services, with a view to always exceeding customer expectations.
NH Collection Gran Hotel Calderón
Barcelona, Spain
