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revenue optimization
During 2015, NH Hotel Group continued to apply a pricing strategy that makes
it possible to improve financial performance by increasing average daily rates
per occupied room (ADR), one of the 24 initiatives in the Strategic Plan.
On this year, NH Hotel Group began using new and sophisticated tools that
make it possible to establish dynamic pricing strategies based on hotel
capacity. With these tools, the Company is able to forecast the demand of
available rooms in real time, making the most of Big Data for an intelligent
pricing system.
In addition, the Group is working on three pricing strategies: Dynamic Pricing,
Strategic Pricing and Open Pricing. This last strategy, which is the latest and
most innovative one in the market, enables the optimization of every price
point through the curve in the demand, making independent pricing possible
in every channel and every segment.
repositioning plan
The second year of implementation of the Repositioning Plan 2014-2018 has
closed with a successful global balance. In the first three years of this Plan the
Company will invest approximately €237M in 65 hotels and estimates a return
of 20% (EBITDA).
In 2015 the Company completed the refurbishment of 34 hotels, with an
investment of €84.9M. Since 2014, when the Repositioning Plan started, 42
refurbishments have been successfully completed, accounting for over 6,297
rooms, a 70% of all refurbishments set out in the Plan.
Over the first quarter of 2016 an additional 10 refurbishments were completed,
including NH Collection Gran Hotel Calderón, NH Collection Colón, NH Collection
Friedrichstrasse, NH Collection Grand Hotel Krasnapolsky, NH Collection Doelen
and NH Collection Mexico City Reforma.
It is worth noting that the new signage and details characterizing the offer of
each one of the Group’s brands was implemented at Hoteles Royal, thereby
completing the brand conversion process into NH Collection and NH Hotels, in
the hotels in Colombia, Chile and Ecuador included in the operation.
Following the acquisition of the Hoteles Royal chain, the Company’s portfolio in
Colombia includes 15 hotels with 1,700 rooms, eight establishments having been
converted into the NH Collection brand and seven into NH Hotels. Furthermore,
NH Hotel Group has added four hotels in Chile and Ecuador (Santiago de Chile,
Antofagasta, Iquique and Quito), three of which will be operated under the NH
Collection brand and one under NH Hotels brand.
NH Collection Colón
Madrid, Spain
NH Collection Royal Teleport
Bogota, Colombia
