Luxury Tourism Trends at Marbella Club Hotel

1. NEW TRENDS & DEVELOPING SERVICES IN LUXURY TOURISM– THE MARBELLA CLUB HOTEL· GOLF RESORT & SPA Katja Gottwik, Director of Sales & Marketing

2. THE MARBELLA CLUB HOTEL· GOLF RESORT & SPA • IS THE LEADING LUXURY RESORT IN SPAIN • MEMBER OF THE LEADING HOTELS OF THE WORLD • COMPETING IN THE GLOBAL 5 * MARKET • SERVING AN INTERNATIONAL, SELECT INDIVIDUAL AND EXCLUSIVE SMALL INCENTIVE CLIENTELE MCH·GR&S KG 2004

3. VISION STATEMENT TO BE-come the most successful and complete year-round luxury resort in Europe, offering • luxurious and unique accommodation • delightful, timely and personalized service • exquisite international gourmet cuisine • all-round leisure facilities including a renowned Beach Club and water sports, a full luxury Thalasso Spa, a private 27-hole championship golf resort with riding stables, and a state-of-the-art tennis and fitness centre MCH·GR&S KG 2004

4. ...VISION STATEMENTcontinuous striving for excellence at all levels We will offer unequalled service at all times to our loyal and international clientele as a result of • outstanding facilities and a highly motivated atmosphere for our staff • while maximising profit with a favourably high occupancy • at the highest possible average room rate • exceeding budget expectations MCH·GR&S KG 2004

5. 50 YEARS MARBELLA CLUB HOTELvoted American Express Platinum & Centurion Card members’ Favourite Beach Hotel of Europe 2003Travel & Leisure BEST HOTELS IN THE WORLD Award 20042004 Condé Nast Traveller Gold List • HORIZONTAL LAYOUT, BEACH FRONT LOCATION • 121 SPACIOUS ROOMS AND SUITES • 16 PRIVATE VILLAS • PRIVATE 18 HOLE GOLF RESORT & RIDING • STATE-OF-THE-ART BEACH FRONT SPA • DIVERSE SELECTION OF OUTLETS MCH·GR&S KG 2004

6. PAST FIVE YEARS • CONTINUOUS IMPROVEMENT & DEVELOPMENT OF FACILITIES AND SERVICES • FOCUS ON INNOVATIVE SALES & MARKETING PROGRAMMES • FLUENT INTERNAL AND EXTERNAL COMMUNICATION • INCREASE SHARE OF HIGH PROFILE GUESTS IN EXISTING KEY AND NEW MARKET SEGMENTS • ARR > €500 / YEAR-ROUND OPERATION MCH·GR&S KG 2004

7. SALES STRATEGY • CONTINUE TO BE RATE AND PROFIT LEADERS THROUGH EFFECTIVE REVENUE GENERATION PROGRAMMES AND COST / PRODUCT MANAGEMENT • ELIMINATE SEASONALITY BY SERVING NEW MARKET SEGMENTS (GOLF / SPA) MCH·GR&S KG 2004

8. ...SALES STRATEGY • ENCOURAGE EXTENDED AVERAGE STAYS AT THE INCREASING FIT LEVEL • REDUCE GROUPS TO A MINIMUM IN NUMBER AND SIZE AT A FAVORABLY HIGH RATE, SUBJECT TO DEMAND AND AVAILABILITY MCH·GR&S KG 2004

9. PRICING POLICY • TRANSPARENT RATE STRATEGY • GUARANTEED BEST RATE OFFERED • NO LAST-MINUTE DUMPING PRICES • SEASONAL RATE STRUCTURE • COMMISSIONABLE TO CERTIFIED AGENTS • ADD VALUE RATHER THAN DISCOUNT MCH·GR&S KG 2004

10. PLACE / DISTRIBUTIONKEY MARKET SEGMENTS • DIRECT CLIENT BASE: 60% + • INTERMEDIARY: (TRAVEL AGENTS / LHW) 27% + • WHOLESALERS: 11% - • GROUPS / INCENTIVES: 2 % - MCH·GR&S KG 2004

11. PLACE / DISTRIBUTIONKEY MARKETS • UK 36% • USA 11% • SPAIN 10% • GERMANY 6% MCH·GR&S KG 2004

12. PROMOTION • DIRECT CLIENT BASE • GDS – GLOBAL DISTRIBUTION SYSTEM • SMALL NUMBER OF EXCLUSIVE T.O. • TRAVEL AGENT DATA BASE • www.marbellaclub.com MCH·GR&S KG 2004

13. ...PROMOTION • PUBLICATIONS IN KEY AND NEW MARKETS – SELECT & STRATEGIC QUALITY OVER QUANTITY • CROSS PROMOTIONAL ALLIANCES • ASSOCIATIONS / AFFILIATIONS MCH·GR&S KG 2004

14. MARKET CHALLENGES • TERRORISM & WAR – TRAVEL MADE A CHALLENGE & INCONVENIENCE • WWW - WORLD AT A CLICK, LUXURY ACCESSIBLE TO EVERYBODY INSTANTLY • LAST-MINUTE BOOKING PATTERNS • CONSTANTLY INCREASING PRICE-QUALITY DEMAND AND DEMAND FOR VALUE MCH·GR&S KG 2004

15. ...MARKET CHALLENGES • DECLINE OF POPULARITY OF CONVENTIONAL DESTINATIONS • MULTIPLE RESIDENCES / SHARED OWNERSHIP • GENERAL CRISIS OF SERVICE INDUSTRY • COST IF CUSTOMER ACQUISITION 7 X CUSTOMER RETENTION MCH·GR&S KG 2004

16. CHANGES IN LUXURY - THE CLIENT • IS VERY PRICE QUALITY CONSCIOUS • HIGHLY EDUCATED AS TO OPTIONS AND QUALITY ATTRUBUTES • BRAND SHOULD NO LONGER BE FLASHY BUT SUBSTANTIAL • SEEK MULTI EXPERIENCE • ONE-OF-A-KIND HOLIDAY • FAMILY TRAVEL – CHILDREN AS DISCERNING DESIGNER BRAND CLIENTELE MCH·GR&S KG 2004

17. CHANGES IN LUXURY - VALUE ATTRIBUTES • SPEND MORE ON EXPERIENCE THAN OBJECTS • TIME ALONE WITH SPOUSE OR FAMILY • SEEKS PRIVACY & INTIMACY • VALUE & AUTHENTICITY • CONNECTIVITY AS AN OPTION • PERSONALISATION & TIME • SECURITY • CREDIBILITY & DISCLOSURE MCH·GR&S KG 2004

18. MARKET TRENDS - PRODUCTHARDWARE: • ROOMS, BATHROOMS • SPACE, LARGE, LUXURY FFF • LOCAL ARTICRAFTS OVER MASS PRODUCED ROOM AND DESIGN • NATURAL WINDOW TREATMENT AND VIEW • NO NET CURTAINS MCH·GR&S KG 2004

19. MARKET TRENDS - PRODUCT...HARDWARE: • TECHNOLOGY – HIGH TECH OR BAREFOOT LUXURY? • FACILITIES: • GOLF • SPA • SHOPPING – DESIGNER BRAND BOUTIQUES MCH·GR&S KG 2004

20. MARKET TRENDS – PRODUCTSOFTWARE: • SERVICE STANDARDS - >1.500 • LANGUAGES • CONVENIENCE - MAKING THE IMPOSSIBLE POSSIBLE TO CREATE THE ULTIMATE EXPERIENCE • FROM SWIMMING WITH DOLPHINS TO FINDING A LOST CIVILISATION MCH·GR&S KG 2004

21. MARKET TRENDS - PRODUCTHEALTH & HOSPITALITY • DESTINATION SPAS • HOLISTIC APPROACH OR PLASTIC SURGERY? • ALTERNATIVE MEDICINE – AGE MANAGEMENT • PURIFIED AIR & WATER SYSTEMS MCH·GR&S KG 2004

22. MARKET TRENDS - PRODUCT...HEALTH & HOSPITALITY • NON-TOXIC PAINT, FABRIC & CLEANING • COLOUR & AROMA THERAPY FEATURES • HEALTH FOOD: IMMUNE BOOSTERS ORGANIC & LOCAL PRODUCE DIETARY OPTIONS • MINI-BAR -> REMEDY BAR MCH·GR&S KG 2004

23. MARKET TRENDS - GENERAL • BRAND HOTEL • LADIES ROOMS – NEAR ELEVATORS, SPECIAL VANITY ACCESSORIES • OUTSOURCING SERVICES • FULL SERVICE APPARTMENTS • SMALL ISLAND RESORTS AWAY FROM CIVILISATION MCH·GR&S KG 2004

24. MARKET TRENDS - GENERAL • NATURE • AWARENESS & INTEGRITY • BUSINESS ETHICS • TECHNOLOGY AS A WAY TO IMPROVE HUMAN TOUCH • DIFFERENT/UNIQUE/MEMORABLE/ CUSTOMISED DELIVERY OF SERVICE MCH·GR&S KG 2004

25. RECRUITMENTHOW TO PREPARE FOR THE FUTURE? • HANDSHAKE & IN-DEPTH INTERVIEWS • MULTIPLE ASSESSMENT • SEEK FOR AMBASSADORS INSIDE & OUT • HIRE FOR ATTITUDE NOT APTITUDE • COMMITMENT & CONFIDENCE • GENUINE CARING CANNOT BE TAUGHT MCH·GR&S KG 2004

26. MCH·GR&S HOSPITALITY BASICS • Smile and be positive. • Greet all you meet – “good morning/afternoon/evening”, “you are welcome”, “my pleasure”, “excuse me”… • The answer is yes, never NO. Now what is the question. • A guest’s concern is your concern. • An absolute level of cleanliness and security is each one’s responsibility. MCH·GR&S KG 2004

27. ...HOSPITALITY BASICS • Escort guests, do not point. • Assist your colleagues. • Do not eat, drink, smoke or chat with colleagues in guest areas. • Enjoy your work, and treating guests and colleagues with respect and dignity. • Act as an ambassador of your hotel inside and outside. MCH·GR&S KG 2004

28. PERSONNEL TRAINING • LANGUAGE • PRODUCT KNOWLEDGE • TRAINING ON THE JOB > 1.500 • TELEPHONE TRAINING • IT EXPERIENCE / RESERVATION SYSTEM • COMPLAINT HANDLING - OPPORTUNITY • MARBELLA CLUB HOSPITALITY BASICS MCH·GR&S KG 2004

29. MARBELLA CLUB THALASSO SPA • THALASSO THERAPY • PRODUCT SPECIFICATIONS • TREATMENT & PRODUCT KNOWLEDGE • REGULAR TECHNICAL UPDATE • GENERAL WELLBEING CONSULTATION • SALES TRAINING MCH·GR&S KG 2004

30. SERVICE PHILOSOPHY • Friendly without being familiar • Good enough is the enemy of excellence • Always one step beyond expectations • Success is a journey, not a destination MCH·GR&S KG 2004

31. MCH·GR&S KG 2004