Zdralis.pdf

I

Athenaeum

InterContinental ,

. ,

.

,

.

II

1.1.1 Athenaeum

InterContinental 2 2.1.1 15 7.2.1 Porters Five Forces 79 8.4.1 E 113

3.3.1 30 4.3.1 48 4.3.2 Front Desk 50 4.3.3 Club InterContinental. 50 4.3.4 51 5.2.1 Athenaeum

InterContinental 55 5.3.1 2004 56 5.3.2 : ( 2004) 57 5.3.3 Business Mix Summary (2003 2005) 58 5.3.4 Market Segments, - 2005 59 5.3.5 (2003-2005) 60 5.3.6 Benchmarking Analysis: (January September 2005/2004) 61 8.2.1.1 104 8.3.1 106

-

Athenaeum InterContinental

.

MBA Tourism Management

2006

-


.

Athenaeum InterContinental Athens,

.

,

.

,

.

,

. Wheelen D. Hunger, Concepts in Strategic

Management and Business Policy.

, SWOT

.

(S) , ,

.

PORTER

, .

,

. ,

business travelers.

Athenaeum

InterContinental

.

9 2005,

,

,

.

,

,

.

.

1

1


1.1 1

: 1982

: 89-93 ,117-45 ,

: 5*

:

.

(5

, 10 ).

, 32km.

:

: Keith Moorton

:

. :

F&B: . .

POMEC: .

Hotel Management Company: InterContinental Hotels Group Plc.

1 Athenaeum InterContinental Athens.

2

1.1.1 Athenaeum InterContinental

3

1.2 1:

543 ,

Club InterContinental, 60

315,

.

, ,

, PC Fax ,

Pay TV Video on Demand, ,

24, valet

services.

Club InterContinental

, 61

18 , Club InterContinental.

,

.

Club InterContinental services :

Reception .

.

,

24.

,

.

.

.

, CD .

1 Athenaeum InterContinental Athens, .

4

.

,


. Hilton

,

.

, Athenaeum InterContinental

,

.

,

Hilton Grande Bretagne.

,

(8 9).

Club InterContinental

executive floors,

service

.

.

Wi-Fi internet

connection, dial up .

(business travelers),

.


keyboard ,

. ,

. ,

.

.

5

,

,

.

.

.

.

,

. , Athenaeum InterContinental

Ledra Marriott Grande Bretagne Hilton,

.

1.3 1

Wireless Internet Connection (Wi-Fi)


,

.

24.

Business Centre

, ,

, fax . Cyber-

Assist Service .

Parking 125 . 1 Athenaeum InterContinental Athens,

6

120 , .

1.4 Restaurants and Bars1

CafZoe Restaurant:

, .

a la carte.

Premiere Restaurant:

. ,

, .

lounge bar.

Caf Vienna and Tea Lounge:

city caf,

.

bar .

Bar:

Bar ,

.

PlayZoe:

Poolside bar cocktails.

.

1 Athenaeum InterContinental Athens,

7

1.5 Conference and Banqueting1

Athenaeum Ballroom

,

1.430 2.200 .

.

12.4 5.5 3. Athenaeum Ballroom,

,

2000.

Function Rooms

Athenaeum,

200 .

,

.

Aphrodite

,

.

, .

Daylight Conference Rooms

,

( ).

50

.

Athenaeum Conference Center

1 Athenaeum InterContinental Athens,

8

. Athenaeum Conference Center

.

150 .

*

-1

2006.

, Restaurants and Bars

Banqueting and Conference,

.

Athenaeum InterContinental,

. Conferences ,

. ,

,

.

Food & Beverage

Bars and Restaurants .

F&B Department,

.

,

:

Banqueting and Conference

.

9

.

,

.

Bar

,

.

. , Hilton

Grande Bretagne ,

outlets , GB Corner .

, F&B

Departments management team

.

.

1.6 InterContinental Hotels Group1

InterContinental Hotels Group PLC

. ,

, 3.500 536.000

100

(www.ichotelsgroup.com). InterContinental Hotels Group PLC

Intercontinental Hotels & Resorts,

Crowne Plaza Hotels & Resorts, Holiday Inn Hotels and Resorts, Holiday

Inn Express, Staybridge Suites, Candlewood Suites and Hotel Indigo

1 InterContinental Hotels Group, .

http://www.ichotelsgroup.com

10

Britvic,

.

InterContinental Hotels Group:

1946: PAN AMERICAN.

1972: FORUM.

1981: Grand Metropolitan InterContinental.

1988: SAISON GROUP InterContinental.

1989: SAS 40% SAISON.

1992: SAISON 40% SAS.

1993: Global Partner Hotels.

1994: InterContinental .

12 .

1995: Resorts .

1998: BASS HOTEL & RESORTS InterContinental (2.700

Hotels- 450.000 rooms-90 countries).

2002: BASS HOTEL & RESORTS Six

Continents Hotels & Resorts.

2003:

InterContinental Hotels & Resorts.

Objectives InterContinental Hotels Group: (: Athenaeum InterContinental, Athens)

1. o v o , o v v o v .

2. v

ov o o v

v v.

3. o v o o

, v o o o oo,

11

v o ov o, v

o ovv.

4. vvo v o v o, v

vvo , , v oo

v v v v.

InterContinental Hotels Group,

.

,

, .

,

-

,

. , ,

.

InterContinental.

12

2

2.1

, Athenaeum

InterContinental , .

,

.

( )

.

. ,

Housekeeping.

,

.

Front Desk

, check-in

.

Bellmen

, Doormen

, .

business Hotels

. , Guest Relations

,

executive floors. ,

,

13

business travelers. ,

business centers

,

.

,

(Assistant Manager).

, .

,

.

14

2.1.1

16

2.2 1

2.2.1 Front Desk

Front Desk Agent

:

.

.

.

:

, , .(cross selling)

, reports .

.

.

.

Front Desk Supervisor

: FOM (Front Office Manager)

reception .

:

(shift leaders) Front Desk

Agents.

reception .

, ,

. 1 Front Office ( ) Athenaeum InterContinental Athens.

17

( ,

).

.

,

.

.

2.2.2 Guest Relations

Guest Relations Officer

:

VIP

.

(amenities)

,

.

VIPs.

.

VIPs Valets

.

VIPs ,

amenities.

reception .

VIPs .

.

cross-selling

up selling, .

Guest Relations Manager,

.

18

Guest Relations Manager

: Guest Relations Manager

Guest Relations

InterContinental . ,

VIP

.

:

Guest Relations Officers

.

VIP .

GSTS (guest satisfaction tracking system)

.

.

profiles .

o -,

.

.

.

.

.

,

Guest Relations,

Business Centre .

2.2.3 (Reservations Department)

19

Reservations Agent

:

fax

, .

IRS (International Reservations System),

.

,

.

cross-selling

up-selling, .

(yield

management).

InterContinental,

.

Reservations Supervisor

:

InterContinental

.

/ -

.

.

o -,

.

.

.

.

,

.

20

2.2.4

:

,

Doorman, ellmen.

city tours, ,

.

.

, ,

.

meeting .

lobby .

.

.

.

cross-selling

up-selling, .

Intercontinental.

.

:

.

.

.

,

InterContinental.

Doormen :

21

.

.

.

.

.

2.2.5 Club InterContinental

Club InterContinental Agent

Club InterContinental Manager

,

Club

InterContinental.

:

Club InterContinental Agents

.

Front Desk Agent ,

.

Club InterContinental Manager

Club InterContinental Manager (CIM),

,

Club

InterContinental.

:

. (yield

management).

22

,

.

Guest Relations

Housekeeping,

VIPs.

.

Club

InterContinental.

,

.

.

cross-selling

up-selling, .

, ,

.

Front Office Manager

, ,

.

F&B Department

.

,

.

.

Club InterContinental.

23

2.2.6 (Assistant Manager) :

.

:

.

,

.

.

(, , ).

reception

.

, VIPs.

.

, ,

.

.

(forecasts)

.

.

.

.

24

3

3.1

,

.

1

.

,

, ,

.

, ,

.

.

.

.

.

.

.

Corporate

, ,

. 1 : 2004, 155, . 2003

25

,

. ,

(SARS, )

corporate

.

.

,

.

.

,

.

Leisure 1

(2004), 3% 20%

.

.

, ,

,

.

,

.

, , value for

money.

,

1 : www.JBR.hellas.gr , , .2000

http://www.JBR.hellas.gr

26

,

.

3.2


.

.

.

.

business

.

.


7

34 .

Athens Hilton, Ledra Marriott, Grande Bretagne, Metropolitan, Athens Plazza Divani Caravel.

:

,

27

.

,

.

, Brand Name . 7

.

(Athenaeum InterContinental, Ledra Marriott, Athens

Hilton Grande Bretagne)

.

,


, .

, resort

hotel, :

Astir Palace Resort Vouliagmeni ( )

Divani Apollon Palace

Grand Resort Lagonissi

Grecotel Cape Sounio Hotel.

Grecotel Vouliagmeni Suites

Plaza Resort Hotel

Margi

, :

Sofitel Athens Airport Hotel

Attica Holiday Inn Hotel

Life Gallery Athens

Pentelikon Hotel

Semiramis Hotel

,

, :

28

Divani Palace Acropolis

King George II Palace

Omonia Grand Hotel

Athens Imperial Hotel

Athena Grand Hotel

Residence Georgio Hotel

Royal Olympic Hotel

St. George Lycabettus

The Athens Acropol Hotel

Andromeda Athens hotel & Apartments

Athenian Callirhoe Exclusive Hotel

Athens Holiday Inn

Athens Electra Palace

Eridanus Hotel

Park Hotel

.

.

.

leisure ,

, city hotel

.

3.2.1 :

29

3.3 1


Hilton Athens, Grande Bretagne

Hotel, Ledra Marriott, Divani Caravel, Metropolitan Hotel N.J.V. Athens

Plaza.

,

,

.

.

.

,

,

.

Athenaeum InterContinental.

3.3.1 : GRANDE BRETAGNE

323 ATHENS PLAZA

158 DIVANI CARAVEL

471 METROPOLITAN

361 HILTON

527 LEDRA MARRIOTT

307 TOTAL

2.148

1 .

30

Athenaeum InterContinental 543 TOTAL MARKET

2.691

3.3.1 ATHENS HILTON

Athens Hilton ARR

(average room rate)

.

RGI (rate generation

index).

,

, ,

groups.

2003

Executive

Floor. Hilton 70

527

, Athenaeum InterContinental.

7 Food & Beverage Outlets,

, .

Banqueting

3000 2000 ,

14 .

SPA.

.

22 1957 .

, HILTON . 1960

. . 17

31

1988 ...

ALPHA BANK .

2001 Hilton of

Panama SA

Hilton ... Hilton Athens

31 2001 1

.

Hilton

1963

.

.

.

1965

,

.

60.

-

Athens Hilton .

.

,

. 2003

.

Hilton .

32

, ,

.

500

meeting rooms (

16

), .

Mission Statement:

,

, management .

Hilton Athens S.W. analysis (Strengths and Weaknesses analysis)

Strengths:

,

2

.

ALPHA BANK,

(

-).

best known ,

.

brand name Hilton, .

,

Hilton International,

.

Loyalty Program (HHonors).

(517),

, 220 .

14 ,

5 .

33

,

Spa & Health club.

parking (250 )

.

conference & banqueting

.

F&B outlets, Galaxy

bar, .

Weaknesses:

Divani Caravel, ,

Hilton.


Ballroom .


,

.

,

.

minimal,

.

,

.

3.3.2 LEDRA MARRIOTT

Ledra Marriott 314 .

,

REVpaR

. Marriott ,

34

Crystal Cafe Banqueting,

lobby. 2000

Executive Floor, 39 standard

. Marriott


.

,

Marriott, groups.

4 F&B outlets

Conakai Ballroom

580 . 12

.

1977 .

2398 .

479 280

.

Ledra Marriott

.

Ledra Marriott S.W. analysis

Strengths:

brand ,

Hilton, ICH GB.

Ledra Marriott loyalty program ,

.

meeting rooms .

, Conakai.

roof pool bar .

Athenaeum InterContinental, .

35

corporate

meetings.

Weaknesses:

.

,

lobby area .

executive floor o reception,

executive suites .

Ballroom

Athenaeum InterContinental Athens Hilton.

,

.

.

,

Athenaeum InterContinental. Ledra Marriott Athenaeum InterContinental

Metropolitan, .

3.3.3 GRANDE BRETAGNE

Grande Bretagne

1872. 2003

.

321 . 60

Royal Suite, 400, Presidential

Suite, 200.

Grande Bretagne, ,

.

,

,

.

36

,

,

, , ,

.

.

RGI (revenue generation index).

Grande Bretagne " "

Spa 5 .

7 F&B outlets, 1100 Banqueting

600 , 11 meeting rooms,

.

.

10 1919 ,

.

.

.

70.000.000 54.000.000

.

-

(60%)

(37%)

,

.

Grande Bretagne S.W. analysis:

Strengths:

37

,

.

StarWood,

.

1872

.

Keyboard high speed

internet access.

Presidential Royal Suite ,

.

.

,

.

meeting rooms Ballroom , .

government

, .

GB Corner,

.

, Spa & Health

Club 5*.

Weaknesses:

standard ,

Hilton ICH.

Lobby

groups.

executive floor.

Ballroom .

.

,

.

38

Grande Bretagne King George Hotel.

, .

3.3.4 ATHENS PLAZA

Hilton Grande

Bretagne REVPAR .

, ,

.

Hilton

Grande Bretagne King George,

, Athens Plaza

ARR.

182 .

,

.

Grande Bretagne King George.

Athens Plaza S.W. analysis

Strengths

Grecotel,

, .

.

Grande

Bretagne King George,

.

.

39

Weaknesses

group, FIT .

.

service, .

.

3.3.5 DIVANI CARAVEL

Divani Caravel

Hilton

.

471 ,

88 executive rooms and suites.

Banqueting, 4000

2000 .

,

Conference-Banqueting .

service

Athenaeum InterContinental. ,

Banqueting

.

Conference & Banqueting

.

,

.

Divani Caravel 15 ,

Health Club.

CARAVEL

40

1970 Caravel Hotel

. 1976 1978

2002. 1999

.. ,

(Divani Palace, Acropolis, Caravel)

.

Divani Caravel S.W. analysis:

Strengths:

Leading Hotels of the World,

brand name .

.

Ballroom

.

(473) ,

.

.

,

group.

.

.

Weaknesses:

Hilton Holiday

Inn, .

.

brand name

Hilton, Ledra Marriott, InterContinental GB.

41

.

service

.

executive floor

.

.

F&B outlets .

.

3.3.6 METROPOLITAN

Metropolitan 374 5

,

value for money.

,

.

function rooms

Banqueting 600 500

. 7 meeting rooms,

Health Club.

15 .

, lobby,

business center.

, .

.

,

,

.

-

42

1969 .

Metropolitan, Chios Handris, Corfu Handris.

1972 ,

1977 .

Metropolitan S.W. analysis

Strengths:

.

.

,

.

loyalty .

corporate

, .

361 ,

.

, .

,

.

.

, group .

,

.

.

Spa & Health Club.

Weaknesses:

,

, .

.

43

.

,

.

executive floor.

Ballroom

.

, .

Business Center .

brand names,

.

.

.

44

4


4.1

:

1

InterContinental (Priority Club Rewards, PCR), Athenaeum

InterContinental.

. .

(status), . ,

,

.

InterContinental

PCR program,

, .

- .

InterContinental Hotels and Resorts, (Guest satisfaction Tracking System).

1 Guest Relations Manager , Ms. Martha Palis.

45

o ( ),

.

.

,

, n

.

.

,

.

,

GSTS.

GSTS, PCR members .

loyalty

program InterContinental, .

,

.

PCR members

,

GSTS.

PCR,

. ,

.

46

4.2 Mission Statement1

.

.

,

.

,

(standards) InterContinental.

( ),

.

4.3 Objectives 2

1 : Athenaeum InterContinental Athens. 2 :

47

4.3.1 - Total quality management ( ) GSTS PCR members 152 139 2005. 5. 130 4. 130 136 3. 137 141 2. 142 148 1. 148 - GSTS ( ) 5. GSTS. 4. , . 3. . 2. . 1. GSTS - . - 5. Club InterContinental, Front Desk ( 4 ). 4. Club InterContinental, Front Desk (2 3 4 ). 3. Club InterContinental, Front Desk ( 3 ). 2. ( 3 ). 1. ( 3 ).

: Athenaeum InterContinental

,

, 2005

:

- Priority Club Rewards program.

loyal

InterContinental.

GSTS 139 .

2005 GSTS,


GSTS.

,

48

,

.

,

(Club InterContinental, Front Desk, ).

2005

up selling

, Club InterContinental

.

.

,

.

,

GSTS.

Athenaeum

InterContinental,

.

,

.

.

Front Desk ,

up-selling Front Desk Agents.

4.3.2: Front Desk - : 5. up-selling , 2005 4. up-selling 9 2005 3. up-selling 6 2005 6 90% . 2. up-selling 3 2005 9 90% . 1. Front Desk o up-selling, 2005. : Athenaeum InterContinental

49

Club InterContinental , 2005. 4.3.3: Club InterContinental. - 5. 4. 2004 . 5 . 3. . 2. menu . 1. F&B . : Athenaeum InterContinental

up selling policy

, :

4.3.4:

- 5. 177.000 4. 167.001 177.000 3. 165.000 167.000 2. 155.000 164.999 1. 155.000 - * , Gold Axia. 5. 75% . 4. 61 75% . 3. 60% . 2. 50 59% . 1. 100% , .


*

,

(Gold Axia).

InterContinental,

.

50

4.4 T 1

,

management team.

, :

,

.

.

upgrades ( )

up-selling,

incremental revenue.

, .

extra ,

.

1 : Front Office Manager , . .

51

5


5.1

2

(2003-2004),

.

().

: ,

(543) .

, 30 31. ,

2005: = 543*365 = 198.195

:

.

(Average Room Rate):

( ) .

(RevPAR):

( ) . ,

.

5.2 1

1 : Athenaeum InterContinental,Athens.

52

5.2.1: Athenaeum InterContinental

2003 Actual

2004 Actual

2005 Forecast

198.195 198.736 198.195

% 56,43% 61,04% 64,15%

ARR 131,71 167,96 127,76

RevPAR 74,33 102,52 81,96

SpendPAR 8,314 12,437 10,422

Rooms Revenue 14.731 20,375 16,244

Total Revenue 27,118 34,348 30,228

GOP % 22% 26% 21%

GOP 5.976 9.021 6.316

CTP 1.088 1.575 1.272


2004.

27%, 8%, RevPAR

38%. ,

38% 27% ,

18% .

, .

,

,

. ,

.

5.3 1

1 : .

53

5.3.1: 2004

(%)

(%)

UK IRELAND 9,1 12,2

GERMANY 3,6 4,7

ITALY 2,8 3,8

FRANCE 4,6 5,2

AUSTRIA 1,8 0,8

BELGIUM 1,2 1,2

HOLLAND 1,6 1,9

SCANDINAVIA 2,3 2,3

SWITZERLAND 4,1 3,4

SPAIN 4,2 4,5

PORTUGAL 0,3 0,5

OTHER WESTERN EUROPE 16,2 13,5

SUBTOTAL 51,2 54,0

RUSSIA 0,4 0,5

POLAND 0,3 0,2

HUNGARY 0,2 0,2

CZECH REPUBLIC 0,2 0,3

TURKEY 0,4 0,8

GREECE* - -

OTHER EASTERN EUROPE 2,3 4,7

SUBTOTAL 3,8 6,8

EUROPE TOTAL 55,0 60,8

USA 12,4 17,6

CANADA 0,8 1,4

CENTRAL /SOUTH AMERICA 1.3 1,0

AMERICA TOTAL 15,9 21,6

MIDDLE EAST 2,4 3,1

AFRICA 1,0 1,2

JAPAN 3,4 3,2

OTHER ASIA PACIFIC 3,4 3,6

OTHER REGIONS TOTAL 10,2 11,1

AIRCREWS 18,3 7,6

GRAND TOTAL 100 100


54

*

.

Other Western Europe,

.

10%

,

, UK-Ireland ...

5.3.2: : ( 2004) Channel

(%)

(%)

Central Reservation Offices (CRO)

1,7 1,9

Global Distribution Systems (GDS)

5,1 6,1

Internet - IHG Branded 2,0 2,1 - System Total 8,9 10,1 Telephone 15,5 18,3 Fax 15,0 13,5 Walk-in 1,3 1,2 Internal Sales Departments 59,3 57,0 - Hotel Direct Total 91,1 90,0 Grand Total 100 100 : Athenaeum InterContinental

, .

.

internet

.

2005 ( )

55

2004,

GDS 17% internet 175%.

5.3.3: Business Mix Summary (2004 2005)


5.3.4: Market Segments, - 2005

Segments Actual

(%) Budget

(%)

Individual Segments F.I.T. 5,85 6,56 Corporate 10,89 13,06

2004 actual

2005 forecast

Rm Ngts Rm Rev ARR Mix % Rm Ngts Rm Rev ARR Mix %

FIT 12.477 2.823 226,28 14 12.249 1.849 150,92 11

Corp/te 17.697 3.344 188,96 16 22.816 4.131 181,04 25

Whole- salers

4.211 443 105,17 2 4.639 477 102,83 3

Package 9.495 1.483 156,23 7 8.121 1.011 124,47 6

Meeting Groups 45.988 10.053 218,60 49 44.376 6.519 146,89 40

Leisure Groups 6.279 810 128,97 4 8.750 935 106,87 6

Air Crews

22.365 1.419 63,44 7 23.440 1.324 56,47 8

Comp/ry 2.798 0,00 0 2.760 0,00 0

Total 121.310 20.375 167,96 100 127.151 16.244 12776 100

Occ.

61,04% 64,15%

56

Packages 3,00 4,62 Wholesale 2,50 2,68 Discount 1,35 1,15 Total Individual Segments 23,60 28,08 Group Segments Corporate Meetings 22,85 11,23 Leisure Groups 4,47 3,42 Incentives - 1,65 Associations - 2,77 Total Group Segments 27,32 19,07

Airline Crews 11,26 11,42 Total Percentage of Occ. 62,17 58,58 : Athenaeum InterContinental

,

,

Corporate Meetings Corporate FIT.

Corporate ,

Athenaeum InterContinental Business Hotel.

segments

revenue .

, ,

.

ARR Corporate FIT profitability

. budget

2005

FIT . 9

Corporate Meetings ,

.

57

5.3.5: (2003-2005)

Week-days Week-ends Total Year Occ ARR RevPAR Occ ARR RevPAR Occ ARR RevPAR

2003 actual 56% 135,18 75,75 57% 123,39 70,70 56% 131,77 73,79

2004 actual 61% 170,30 103,88 63% 162,23 102,20 61% 167,96 102,52

2005 forecast 64% 126,10 80,50 65% 119,10 77,53 64% 127,76 81,96


RevPAR

.

, FIT

. ,

Corporate FITs

ARR,

RevPAR .

Groups segments

rates.

5.3.6: Benchmarking Analysis: (January September 2005/2004)

Year to Date (1/2005-9/2005) 2005 2004

Change % 2005 2004

Change % 2005 2004

Change %

MPI (%) ARI (%) RGI (%) Athenaeum

InterContinental

0,98 0,99 -0,3 0,90 0,94 -4,0 0,89 0,93 -4,3

Competitor Group

1,00 1,00 0,1 1,02 1,01 0,9 1,03 1,02 1,0

Ranking 4 4 4 4 5 5

Occ (%) ARR RevPAR


63,5 62,0 2,4% 129,03 178,38 -27,7% 81,92 110,58 -25,9%

Competitior Group 64,8 63,1 2,8% 146,26 192,37 -24,0% 94,82 121,30 -21,8%

58

Total Market 64,6 62,8 2,7% 142,89 189,62 -24,6% 92,96 119,16 -22,6%


MPI: market penetration index

ARI: average rate index RGI: revenue generation index

benchmarking analysis ,

Athenaeum InterContinental 9 2005

5 , RGI.

ARR

. ,

MPI, 4 .

,

2004.

5.4

,


. , background

,

.

InterContinental

.

.

59

,

,

.

,

.


,

,

.

60

6

6.1 - -

.

,

.

.

-,

: , ,

(Political, Economic, Sociocultural, Technological PEST).

6.2 PEST ANALYSIS

6.2.1

.

,

. ,

, ,

.

,

61

,

.

.

,

, ,

. ,

,

,

.

,

.

,

,

.

.

,

-

.

, .

,

.

.

62

,

-

.

,

.

, ,

.

,

(2005)

.

.

,

. ,

.

17

.

17

,

.

,

.

,

.

.

,

.

63

,

2004.

,

. ,

.

. , ,

.

.

.

6.2.2

,

,

.

64

.

,

. ,

, ,

.

.

,

, .

.

.

, .

.

, .

business travelers,

day

budget .

.

.

,

. ,

65

,

.

,

.

,

,

.

,

, .

,

.

,

.

.

,

.

,

.

.

.

discretionary income ,

.

66

,

.

.

,

.

2005,

.

,

.

.

rates ,

.

. ,

marketing

, supplement

.

,

,

.

. ,

,

.

.

67

,

2005.

,

.

, ,

.

,

.

,

.

. ,

, .

, Commission

.

,

.

6.2.3

68

2004,

leisure , business and conference.

,

,

,

. ,

,

marketing strategy .

,

, .

,

.

, .

-

.

,

city hotels low season.

,

.

,

.

,

, .

69

,

,

. ,

,

. ,

. ,

,

.

.

.

,

.

.

.

.

,

.

,

.

70

,

.

,

.

.

.

,

.

.

.

, No Frills

.

,

.

,

.

.

,

.

, ,

.

71

.

,

. ,

, .

- price

conscious

price for value ratio,

.

. ,

,

.

,

,

.

,

.

Interamerican, , .

.

.

72

boutique hotels bar-

boutique hotels, bar-restaurant ,

F&B.

,

,

.

De Luxe

.

,

5* leisure

FIT .

,

.

6.2.4

.

,

, .

,

.

,

,

.

73

, sites

,

.

,

.

.

,

.

, ,

.

,

,

21 .

.

.

, . ,

.

(/ )

.

.

74

,

.

.

, ,

.

,

.

,

.

,

marketing .

.

,

, .

.

.

,

.

, .

75

,

,

.

.

76

7

- 7.1

-


.

stakeholders .

,

, ,

, ,

.

, ,

-


, 5 Harvard Business School, Michael

Porter

.

7.2 PORTER

77

7.2.1 Porters Five Forces1

, 5

:

1.

,

.

2.

.

3.

.

1 : Competitive Strategy: Techniques for Analyzing Industries and Competitors, The Free Press,

Michael E. Porter

-

78

,

.

4. ,

, ,

.

5. .

.

7.3

7.3.1

,

.

, ,

.

,

,

, .

:

Athenaeum

InterContinental,

( 100 )

79

.

.

.

.

,

,

.

,

.

,

Grande Bretagne Hilton ,

.

,

.

. location,

,

.

Business City Hotel, Hilton ,

,

.

.

80

.

,

.

,

.

.

, .

,

, Accord

Kempinski.

Switching Cost

.

business

hotels, ,

tour operators .

(commissions)

Sales and Marketing.

,

.

,

.

81

.

,

.

.

,

.

7.3.2

.

:

.

,

,

.

82

,

.

.

7.3.3

,

. ,

.

,

:

.

, .

. ,

,

.

83

,

,

-

.

(backward integration)

,

-

. ,

.

,

.

travel trusts,

( ,

..).

tour

operator,

.

.

.

,

( 7 ).

,

.

84

,

,

. ,

,

,

.

,

.

,

.

.

,

.

Grande Bretagne,

, .

,

business travelers

.

7.3.4

.

.

85

.

, .

,

.

,

.

, .

.

,

.

.

7.3.5

,

.

, 7

.

,

:

,

86

.

,

.

,

,

,

.

,

.

Hilton, Ledra Marriott

Grande Bretagne,

.

,

.

. ,

.

0,74

, 0,3 1,

6,7%

(25,5% 2004).

1 Hotel Study 2005 JBR Hellas

87

.

50%

. ,

Tour Operators,

70 1.

.

,

. ,

.

.

,

.

1 : 2005 Athenaeum InterContinental, Athens.

88

8

8.1 Marketing 1

Conference/Banqueting

,

, Conference Hotel.

ARR

,

.

:

2%

3%.

GSS (Guest Satisfaction Tracking

system).

Conference Hotel

.

Conferences,

,( , ).

FIT Leisure .

:

.

loyal

.

1 Sales and Marketing

Manager Athenaeum InterContinental Athens, .

89

Priority Club Program

(InterContinentals loyalty program),

.

Tour Operators,

.

,

Corporate

. .

,

.

(Club Hellas).

Directories Conventions.

(5

meeting rooms).

8.1.1 Analysis of 4Ps

Product

- Strengths -

BCGGM ( marketing Boston Consulting Group)

Cash Cows

.

.

. ,

,

marketing

. ,

cash cows.

90

.

,

. ,


.

,

, bar Health Club,

, .

,

,

.


.

,

meeting rooms

.

, (Ballroom) ,

.


.

- Weaknesses -

.

,

.

,

Athenaeum InterContinental, Hilton

Grande Bretagne, .

.

91

.

,

.

,

.

,

.

. ,

(connecting)

, .

GSTS

.

, 2006

,

GSTS.

.

, parking .

Health Club

, outlet

, .

.

,

.

92

.

.

,

Athenaeum InterContinental .

Health Club .

Place

To Athenaeum InterContinental

.

. Hilton Divani Caravel,

Grande Bretagne Athens Plaza,

,

.

marketing , Athenaeum InterContinental .

, .

.

,

.

,

.

, Ledra

Marriott.

.

,

93

.

,

.

.

,

.

,

.

, .

,

,

.

Metropolitan ( ),

.

Promotion

Marketing

.

sales managers

.

Marketing Plan

.

.

, .

Athenaeum

94

InterContinental

.

sales promotion

, cross selling up selling,

.

(Front Office Marketing),

,

,

.

up selling

. ,

,

,

. up selling

Front Desk,

Guest Relations Agents. ,

up selling, up

selling revenues .

cross selling,

F&B Department. ,

,

F&B outlets. cross selling

policy, Front Desk ,

.

.

Promotion

marketing,

.

95

sales promotion,

commissions tour

operators .

,

,

. 2005

.

product mix

.

Price


.

. ,

Athenaeum InterContinental Grande

Bretagne Hilton Ledra Marriott.

.


, Metropolitan, Athens Plaza Divani Caravel.

2004,

. ,

.

,

.

96

,

.

Defendory,

.


. Grande Bretagne

, 30%

Hilton InterContinental.

, .

.

.

, .

,

. ,

(same day reservation). internet outlets

14 (fourteen days advance reservation)

.

,

.

.

.

,

97

.

business oriented customers,

.

,

,

.


.

.

,

-.

8.2 Finance1

8.2.1: Profit and Loss Statement ( - 2005) Actual Budget Total Guest Room Revenue 100% 100% (12.143.802) (12.236.587) Payroll and Related Expenses 10,4% 9,5%

Uniforms 0,1% 0,2% Printing & Stationery 0,6% 0,3% Laundry & Dry Cleaning - - Commissions 3,8% 3,1% Local Transportation - - Travel - - Reservation Expenses 0,2% - Consultants 0,1% - Decoration - - Computer Services 0,1% - Guest Supplies 1,7% 1,7% Guest Transportation 0,1% 0,1%

Guest Room Audio Visual 0,2% 0,3% Telephone Expenses 0,1% 0,1% Miscellaneous - 0,2% Total FO Expenses 17,3% 15,5%

1 :

98

Total HSKP Expenses 15,9% 16,4% Departmental Profit 66,8% 68,1% : Athenaeum InterContinental

, profitability

.

,

groups.

(commissions),

.

,

. ,

9

extra ,

.

, 90.000

,

.

,

,

.

8.2.1 1

Athenaeum

InterContinental .

1 : ICAP (2004)

99

.


2004. ,

2003 2004

, .

8.2.1.1

( 2004)

AIC * Hilton Ledra

Marriott GB**

Athens Plaza

Divani Caravel

Metro- politan

.

0,67 1,97 0,24 1,86 1,31 0,79 0,83 1,1

0,62 1,49 6,36 0,57 0,38 0,68 0,73 1,55

27,9 17,53 36,11 33,37 21,5 41,02 45,54 31,85

11,79 1,67 34,22 4,45 5,28 38,42 22,1 16,85

/

8 0,7 2,37 2,84 5,4 29,58 14,51 9,06

: CAP

*AIC : Athenaeum InterContinental

**GB : Grande Bretagne

.

, .

0,67

1.10.

.

100

. AIC

2004 0,62

. (1,55).

, .

,

. AIC 27.90,

.. .

. Athenaeum InterContinental

11,79,

.

. Athenaeum InterContinental

.. .

8.3 Human Resources Management (HRM)1

Athenaeum InterContinental .

1 : .

101

8.3.1 2004 2005 517 488

40,36% 40,06%

21 20

7 9

- 295 210

- 196 120


2005

/

52 136 84 9

53 89 48 3


2005

.

.

.

,

.

,

.

102

.

,

, .

extra

,

.

,

.

, ,

.

service .

extra

.

,

.

,

GSTS,

.

,

ESTS (employee satisfaction tracking

system ).

ESTS

GSTS,

.

, ,

103

.

GSTS.

-

.

InterContinental

, : vvo v

o v o, o, , v oo v v v v.

staff motivation

.

ESTS (2004),

:

1.

,

2.

1.

,

.

2:

.

,

.

,

. 1 : ESTS, 2004. 2 : ESTS, 2004.

104

,

,

.

,

.

.

, .

,

. ,

.

InterContinental

.

.

,

.

,

.

,

.

:1

1 : .

105

8.4 (IS)


. ,

543 ,

.

Informational Systems ,

,

Holidex. Holidex

,

- InterContinental Hotels Group

CROs (central reservation offices).

, Holidex

,

.

TPIs (third party intermediaries)

sites on line

. ,

,

GDS (global distribution systems). ,

Holidex site

InterContinental Hotels and Resorts, site Athenaeum InterContinental.

Holidex,

(PMS),

Athenaeum InterContinental, Fidelio.

106

,

.

.

Housekeeping,

I Clean,

Fidelio,

.

FBM Micros

outlets

, Fidelio .

Fidelio

.

,

interface

. Fidelio

, ,

Holidex.

one way interface,

Holidex Fidelio, Fidelio

Holidex

room rate. ,

Holidex

. ,

, ,

.

Front Desk

garage

107

reception .

F&B Fidelio

.

Front Desk.

,

rebates .

, IS

, .


,

.

.

,

.

Fidelio,

.

,


.

. I

Clean , IBP

,

market segments.


108

GB, Hilton Marriott ,

.

8.4.1 E

109

9

- SWOT analysis

-

,

Athenaeum InterContinental Athens. Strengths:

brand InterContinental

,

.

, ,

.

Grande Bretagne Hilton

, Athenaeum InterContinental .


.

groups

, Grande Bretagne, Ledra Marriott, Metropolitan

Athens Plaza.

,

.

, .

(Wi-Fi)

, .

,

.

110

,

.

,

.

,


Weaknesses:

,

.

Hilton Grande Bretagne

. ,

Divani Caravel,


.

.

,

. groups

Hilton Divani Caravel,

.

1

,

(2001) .

90

111

.

6 7

Club InterContinental.

,

,

.


.

,

/ , .

Health Club ,

outlet

, .

,

Hilton Grande Bretagne

.

outlet, Health Club

,

.

,

, FIT.

, extra

,

InterContinental.

,

112

.

,

.

Opportunities:

,

.

,

,

.

, 2004

, .

,

2004

,

.

business FIT,

.

,

. ,

,

,

.

,

113

.


. ,

(Cineplex,

, , Interamerican, LG),

,

.

,

.

Threats:

,

.

,

.

( )

, .

,

2004

,

60%.

,

, Tour Operators

114

.

,

.

,

.

.

,

.

,

.

,


.

,

. ,

, , ,

,

. ,

, .

,

.

,

,

115

.

, ,

.

, ,

.

,

, Athenaeum InterContinental.

,

.

.

, ,

,

. ,

,

-

,

.

,

, .

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