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Master in Tourism Management – VII edition – 2010-2011 1
Business Plan
Multifunctional center in Carpiano
Tutor: Professor Emilio Valdameri
Antonelli Davide, Bekmurzayeva Aspet, Cusenza Simona, Georgieva Dilyana, Jurgembayeva Dinara,
Perna Monica, Torricella Francesca
Master in Tourism Management – VII edition – 2010-2011
AKNO Business Parks
2
Founded by Mr. Massimo Nouhi, AKNO Business Parks S.p.A. is the leader in the construction of industrial and logistic complexes as well as in the revitalization and reconfiguration of forgotten areas.
It first started its operations in a town close to Milan, Caleppio di Settala, where its headquarters are still located today.
Master in Tourism Management – VII edition – 2010-2011
What is a BUSINESS PARK?
3
A business park is an industrial complex with excellent functionality of the structures, respect of the environment and security and preservation of the properties typically protected by perimeter fences with a singular
entrance with 24 hours surveillance.
The business park is located in Carpiano.
Master in Tourism Management – VII edition – 2010-2011
The project
4
Master in Tourism Management – VII edition – 2010-2011 5
A closer focus….
Master in Tourism Management – VII edition – 2010-2011
Methodologies
1. Introduction to Carpiano
2. Inventory of attractions
3. Tourism trends and competitive set analysis
4. Target market: survey outcome
5. Analysis of the business tourism segments
6. Promotional goals
7. Evaluation plan and choice of the partner in management
8. Sales and promotion campaign
6
Master in Tourism Management – VII edition – 2010-2011
1. Introduction to Carpiano
7
• Furthest Municipality in
the province of Milan;
• 3700 inhabitants;
• 14 working farmsteads in
17 square kilometers;
• Industrial firms and
administrative offices;
Master in Tourism Management – VII edition – 2010-2011
2. Inventory of attractions
Master in Tourism Management – VII edition – 2010-2011
Why Carpiano?Understand our location
Master in Tourism Management – VII edition – 2010-2011 10
World Tourism Trends
Tourism flow in the world: UNWTO forecastInternational tourist arrivals by region (in millions), 1950 - 2020
Source: UNWTO
3. Tourism trends
Master in Tourism Management – VII edition – 2010-2011 11
World Tourism Trends
Inbound tourism: means of transport
3. Tourism trends
Source: UNWTO
Master in Tourism Management – VII edition – 2010-2011 12
3. Tourism trends
European Scenario
Percentage Variation in International Arrivals
Source: elaboration from Eurostat data
Master in Tourism Management – VII edition – 2010-2011
Tourism in Italy
Demand in ItalyArrivals for different categories
13Source: elaboration from Eurostat data
3. Tourism trends
Master in Tourism Management – VII edition – 2010-2011 14
The main type of business traveler are clerks.
Business travel in Italy
Tourism in Italy:
Demand in Italy in Business Travel
Source: Istat, quarter year survey -"Viaggi e vacanze“, 2009
3. Tourism trends
Master in Tourism Management – VII edition – 2010-2011
Tourism in Lombardy:
Tourists trend in Lombardy and arrivals composition in Milan
15Source: Istat
3. Tourism trends
Master in Tourism Management – VII edition – 2010-2011 16
Tourism in Milan:
Tourism demand in Milan and Province
The trend is nearly constant during those 9 years, except for the period 2004-2005 that shows a little decrease and then comes back growing.
3. Tourism trends
Source: Istat
Master in Tourism Management – VII edition – 2010-2011
The tourism offer
Evolution of the offer capacity in Italy
17
3. Tourism trends
Source: Istat
Master in Tourism Management – VII edition – 2010-2011
The tourism offer
Evolution of the offer capacity in Italy
18
3. Tourism trends
Master in Tourism Management – VII edition – 2010-2011 19
3. Tourism trends
The tourism offer
The accommodation offer in Milan
Source: Istat
Master in Tourism Management – VII edition – 2010-2011 20Source: Istat
3. Tourism trends
The tourism offer
Percentage composition of the bed offer in Milan in 2009
Master in Tourism Management – VII edition – 2010-2011 21
3.B Competitive set analysis
OUR OUR Hotel Hotel
NovotNovotelel
Air Air HotelHotel
Hotel Hotel Il Il
TelegrafTelegrafoo
ResidenResidence Golfce Golf
ATA ATA Hotel Hotel
RipamonRipamontiti
ATA ATA Hotel Hotel
The One The One
CrowCrowne ne
PlazaPlaza
HolidHoliday ay
INNINNNHNH
Master in Tourism Management – VII edition – 2010-2011
4. Target market: survey outcome
22
One-day survey in Carpiano;
More than 40 people asked to be interviewed, but
only 25% answered;
Residents’ survey divided in two parts:
- Socio Demographic Data;
- AKNO Carpiano Project Awareness;
Municipality’s interview with the participation of:
- Mr Ronchi, Carpiano’s Mayor;
- Mr Brocca, the architect responsible for the
technical department in Carpiano’s Municipality.
Master in Tourism Management – VII edition – 2010-2011
4. Target market: survey outcome
23
90%
10%
Have interviewees ever heard about AKNO project?
Yes No
But no one has ever been
on the building site. 90%
10%
Interviewees' opinion about the project
In favour
Against
Uninterested
Why?It can represent a
source of job opportunities for
young people and it can stimulate
development for the destination without
destroying or reducing green areas.
0%
70%
30%
Interviewees' satisfaction degree with actual services
High
Medium
Low
This is the main reason
why…
10%
90%
0%
Interviewees' opinion about the Municipality of Carpiano
A good place where to live
A place where improvements are needed
A place with a lack of opportunities
Where “improvements” is a synonym of services
to be provided in Carpiano.
Master in Tourism Management – VII edition – 2010-2011
4. Target market: survey outcome
24
40%50%
100%
10%
Shops Cinema Supermarkets Restaurants
Activities residents would like to have in Carpiano
40%
30%
10%
20%
ATMs Grocery Banks/Post office Gym
Primary services residents would like to have in Carpiano The absence of a
supermarket and some shops upsets
the whole community of Carpiano.
The construction of the multifunctional center will
therefore take this into consideration.
Master in Tourism Management – VII edition – 2010-2011
4. Target market: survey outcome
25
10%
80%
10%
Kind of hospitality services interviewees would expect to have in
Carpiano
Private B&B
Boutique/Design hotel
Service apartments
The choice of hotel category has taken into consideration several
factors, among which the residents’ perception
about the kind of accommodation services
suitable for Carpiano.
Master in Tourism Management – VII edition – 2010-2011
5. Analysis of the business tourism segments
After the analysis of the needs of different possible type of segments, we decided to focus mainly on the following three targets:
Master in Tourism Management – VII edition – 2010-2011
5. Analysis of the business tourism segments
27
The HOTEL STRUCTUREGround floor: bar, reception, back-office with Management offices, a 70 sq meter equipped meeting room for 40 people;
First floor: 14 out of 30 connecting rooms for families
Second floor: standard rooms for young couples with welcome gifts at arrival: candies and wine bottle;
Third floor: standard rooms for clerks;
Fourth floor: EXECUTIVE floor with 1 suite and 28 rooms with free mini bar, higher quality furniture, 30 sq meter “private” equipped meeting room for 2-15 people and waiting room.
Fourth Floor
1st, 2nd and 3rd Floor
Master in Tourism Management – VII edition – 2010-2011 28
5. Analysis of the business tourism segments
The HOTEL STRUCTURE
The basement plan will provide:
-parking for hotel guests;
- a wellness center with swimming pool, Turkish bath and water massage.
Master in Tourism Management – VII edition – 2010-2011 29
5. Analysis of the business tourism segments
HOTEL STRUCTURE:The current look and design…
Master in Tourism Management – VII edition – 2010-2011 30
5. Analysis of the business tourism segments
HOTEL DESIGN: How it could look like ...
The hallThe wellness center Room type ARoom type B
4th floor Suite
Master in Tourism Management – VII edition – 2010-2011 31
Core strategyModernity that will surprise you
How?
6. Promotional goals
TargetClerks, families, young couples, friends and professionals
looking for 3-4 stars hotel experience due to their success and hard work.
Master in Tourism Management – VII edition – 2010-2011 32
Core strategy Project unwavering dedication to the mission and surprise visitors with services
Focus on the staff members
6. Promotional goals
Master in Tourism Management – VII edition – 2010-2011 33
6. Promotional goals
Services offered in the hotel
Master in Tourism Management – VII edition – 2010-2011 34
6. Promotional goals
Services offered in the multifunctional center
Master in Tourism Management – VII edition – 2010-2011
Considerations on the Italian market and its composition
35
Italia
n ch
ains
Generally medium or small
size. Fo
reig
n ch
ains
Working all across the world, usually providing
managing or franchising contracts. Ag
greg
ation
s
Companies that, on the national or
international base, represent
independent hotels.
7. Evaluation plan and choice of the partner in management
Master in Tourism Management – VII edition – 2010-2011
7. Evaluation plan and choice of the partner in management
36
Affiliation contract;
Long- term strategy;
Coherence with our philosophy;
Less binding contract;
BW presence in the business area of Milan and brand recognition;
Possibility to receive reservations from all over the world;
Possibility of offering staff training;
Special treatments to Cluster Business and Cluster Kids segment, as
well as women.
Considerations on the possible brands
And the final decision:
Master in Tourism Management – VII edition – 2010-2011
7.B Economic Analysis
37
REVENUES 2012 2013 2014 2015 2016Rooms Revenues (VAT excluded breakfast excluded)
€ 1.037.564,70
€ 1.226.515,07
€ 1.431.259,98
€ 1.657.592,57
€ 1.799.716,43
% TOTAL REVENUES 67% 69% 70% 70% 70%
Average Price for Breakfast (VAT included) € 7,00 € 7,00 € 7,00 € 8,00 € 8,00Revenues for Breakfast (VAT included) € 187.879,36 € 204.463,64 € 221.047,91 € 276.318,00 € 300.009,82
% TOTAL REVENUES 12% 11% 11% 12% 12%
Total Rooms Revenues €
1.225.444,07€
1.430.978,70€
1.652.307,89€
1.933.910,57€
2.099.726,25
% TOTAL REVENUES 79% 80% 81% 81% 82%
% of presence of guests in the bar 35% 35% 35% 35% 35%Average price for meal (VAT included)* € 7,50 € 7,50 € 7,50 € 7,50 € 7,50Revenues for Bar (VAT excluded) € 70.454,76 € 76.673,86 € 82.892,97 € 90.666,84 € 98.440,72Revenues for Banquets/Seminars (VAT excluded) € 35.500,00 € 36.000,00 € 37.500,00 € 38.500,00 € 40.000,00TOTAL REVENUES FOR BREAKFAST, BAR AND BANQUETS € 293.834,13 € 317.137,50 € 341.440,88 € 405.484,84 € 438.450,54
% TOTAL REVENUES 19% 18% 17% 17% 17%
REVENUES for INTERNATIONAL CALLS*** € 25,00 € 25,00 € 25,00 € 25,00 € 25,00REVENUES for MICE FACILITIES**** € 12.000,00 € 12.000,00 € 12.000,00 € 12.000,00 € 12.000,00REVENUES for WELLNESS CENTER (VAT excluded)***** € 20.000,00 € 25.000,00 € 25.000,00 € 25.000,00 € 25.000,00TOTAL OTHER REVENUES (VAT excluded) € 32.025,00 € 37.025,00 € 37.025,00 € 37.025,00 € 37.025,00
% TOTAL REVENUES 2,1% 2,1% 1,8% 1,6% 1,4%
NET REVENUES VAT Excluded €
1.551.303,19€
1.785.141,20€
2.030.773,76€
2.376.420,41€
2.575.201,79OPERATING COSTS******TOTAL PERSONNEL
Total employees 17 18 18 22 23Value € 597.251,47 € 628.015,56 € 658.204,80 € 728.991,36 € 759.342,98% of Revenues 38,5% 35,2% 32,4% 30,7% 29,5%
VARIOUS COSTS for ROOMS (room supplies+laundry+linen) % of Room Revenues 6% 6% 6% 6% 6%
Value € 62.253,88 € 73.590,90 € 85.875,60 € 99.455,55 € 107.982,99
VARIOUS COSTS for BAR
% of Bar Revenue (see table specifications) 33,2% 33,5% 33,9% 30,8% 30,7%
(food for breakfast, bar, banquets, minibar) Value € 97.501,54 € 106.121,25 € 115.606,57 € 124.925,71 € 134.547,36ADMINISTRATION COSTS Value € 30.000,00 € 30.000,00 € 30.000,00 € 30.000,00 € 30.000,00 Per Room € 252,10 € 252,10 € 252,10 € 252,10 € 252,10COMMERCIAL COSTS Value € 177.158,54 € 143.046,91 € 159.221,57 € 178.269,79 € 189.882,64
Per Room € 1.488,73 € 1.202,07 € 1.338,00 € 1.498,07 € 1.595,65Best Western Fees € 30.089,38 € 35.568,94 € 41.506,54 € 48.070,18 € 52.191,78OLTA fees (on revenues from rooms booked through OLTA)
€ 55.161,16
€ 64.648,97
€ 74.886,04
€ 87.370,60
€ 94.861,86
MAINTENANCE COSTS Value € 30.000,00
€ 32.000,00
€ 35.000,00
€ 37.000,00
€ 37.000,00
Per Room € 252,10 € 268,91 € 294,12 € 310,92 € 310,92ENERGY COST Value € 100.000,00 € 100.000,00 € 100.000,00 € 100.000,00 € 100.000,00 Per Sold Room 5,08 4,67 4,32 3,95 3,64VARIOUS COSTS % of Revenues 3% 3% 3% 3% 3%
Value € 44.987,79 € 51.769,09 € 58.892,44 € 68.916,19 € 74.680,85PRE-OPENING COSTS Value 0,00 0,00 0,00 0,00 0,00
TOTAL OPERATING COSTS Value€
1.139.153,23€
1.164.543,72€
1.242.800,98€
1.367.558,61€
1.433.436,81 % Total Revenues 73,4% 65,2% 61,2% 57,5% 55,7%
GROSS OPERATING PROFIT Value € 412.149,97 € 620.597,49 € 787.972,78€
1.008.861,81€
1.141.764,98 % Total Revenues 26,6% 34,8% 38,8% 42,5% 44,3%
Master in Tourism Management – VII edition – 2010-2011
7.B Economic Analysis
38
GOP Value € 412.150 € 620.597 € 787.973 € 1.008.862 € 1.141.765
% Total Revenues 28,1% 36,1% 40,0% 44,5% 46,2%
Forecasted Investment € 10.000.000 € 10.000.000 € 10.000.000 € 10.000.001 € 10.000.002
Direct management
ROI 4,1% 6,2% 7,9% 10,1% 11,4%good/average
Lease contract 60% of GOP 60,0% 60,0% 60,0% 60,0% 60,0%
€ 247.290 € 372.358 € 472.784 € 605.317 € 685.059
ROI 2,5% 3,7% 4,7% 6,1% 6,9%
% of revenues 15,9% 20,9% 23,3% 25,5% 26,6%too much!!
20,0% 20,0% 20,0% 20,0% 20,0%
€ 277.675 € 321.612 € 368.308 € 431.033 € 467.493not enought !!
Management contract Management fee 10% 10% 10% 10% 10%
€ 155.130 € 178.514 € 203.077 € 237.642 € 257.520
New GOP € 257.020 € 442.083 € 584.895 € 771.220 € 884.245
New ROI 2,6% 4,4% 5,8% 7,7% 8,8%good/average
1. Direct mangement? 2. Lease contract? 3. Management contract?
Master in Tourism Management – VII edition – 2010-2011 39
8. Sales and promotion campaign
Master in Tourism Management – VII edition – 2010-2011
8. Sales and promotion campaign
40
Our Hotel will use a professional photographer and design firm to produce the following materials:
http://venice.arounder.com/it/hotel-4-stelle/best-western-hotel-la-di-moret/suite-1.html
Master in Tourism Management – VII edition – 2010-2011
Thank you for your attention
41
Find your home on your way home: stay at Best Western Carpiano!