Supply Chain Management – Practice 3 Jasmin Lacandalo, Laura Palomeras, Greta Rattini, Camilo Ruiz

EKO HOTEL
EKO Hotel is a music themed boutique hotel that seeks to
provide a refined, memorable experience for their guests
traveling to Barcelona.
It aim to provide an inspiring place for guests to not only
meet and rest, but also immerse themselves in an
informally elegant atmosphere that is more than just a
typical hotel stay.
The hotel is comprised of 10 rooms all with different
musical themes, from décor to musical memorabilia
available in each room to create a sense of uniqueness to
each guest. The room themes are: The Jazz Room, The
Classical Room, The Flamenco Room, The Hip Hop
Room, The Techno Room, etc.
Another aspect of the concept itself, is hosting events that
include local and international artists of different medias in
a way that is comfortable for guests and cohesive with the
business concept.
Target market – WHO
SEGMENTS:
• Socio-demography: • Geographically:
o Between the ages of 25 and 45. o Locals: from Catalonia region and Spain.
o Music enthusiasts, artists or casual travelers. o Travelers from around the world: mostly from
o Couples, families, individuals or groups. United States, United Kingdom and the rest of
Europe.
o Events for music industry companies and
private events: weddings and family
celebrations.

MAIN NEEDS AND MOTIVATIONS:

• Privacy. Freedom to participate in the culture nurtured by the hotel and it’s artistic concept
• Guests are lured in by the musical/artistic experience and unique theme of the hotel.
• Location and aesthetic charm are additional incentives for guests who want a unique stay in Barcelona area.
• Innovation and relevance of product provided is paramount.
• Weekly/monthly events held at the hotel are major driving points.
• Refined, clean and safe atmosphere, not often found in the alternative world of contemporary arts.

DISTRIBUTION:
• Direct contact/information: Hotel website and social media’s profiles (Facebook, Instagram and Twitter).
• Promotion through local music and art venues.
• Online travel agencies (OTA): Booking and Expedia.
Value proposal – WHAT

The general idea is to build a comfortable, unique experience for guests from about 25-45 years old who are
either artists, art enthusiasts or are simply looking to stay at a hotel that is a bit outside the ordinary without
compromising quality service and comfort. Average room prices are foreseen to range between 125€ - 345€ per
night.
As a music theme hotel, it hosts events for music industry companies as well as private events such weddings
and family celebrations. Guests have the opportunity to participate in those events and live music provided
throughout the year. These events are organized by the hotel management itself, third party promoters, record
labels, local artists, etc.
A few examples would include art gallery events, live music during the day (at the pool/terrace), events specifically
planned for a given weekend where all guests are there to enjoy a specific type of music/art for the duration of
their stay, total hotel ”buyouts” where record labels/artist collectives can host their own events for an entire
week/weekend.
Another selling point is the availability of record players, dj equipment and vinyl records to check out at the front
desk for guests to enjoy in their rooms as well as a classical piano in the lobby.
Highly personalized and quality service.
Food choices are a selection of fresh, mainly local dishes and ingredients that guests are able to enjoy for
breakfast, lunch and dinner. Cocktails are also available at a bar located in the lobby/pool area throughout the day
and night.
Considering the rural location of the property, guests enjoy a peaceful, private setting for their stay. Mountain
views and the outdoor pool and gardens will add enchantment to the ambiance in the hotel.
Cultural information is be provided to guests, including local music festivals, shows and ticket sales to such events
as well.
Operations strategy – HOW

 Every aspect of EKO Hotel is geared towards serving guests who expect excellence and value individuality.
 The hotel boutique offers not just accommodation, but also additional services as holding public and private
events.
 Big responsibility fall on the Hotel’s staff. The hotel invest in talent selection, training and education to
guarantee the continuity of the management expertise and the creation of a strong culture.
 The optimum operational performance is driven by innovation in every area of the business.
 Providing exceptional service, we understand that the value can be created with every encounter and this is
reflected in our superior standard and deliverance of service.
 Providing automatic news/event update, notifies the important events to occur in EKO Hotel in advance. Based
on which the Hotel can decide to advertise in corresponding event website to take initiative ahead of
competitors.
 Create a Buyer Persona/Audience Persona Demographic for EKO Hotel by using market penetration strategy.
Identifying the target audience EKO Hotel services or products is an exercise that affects and benefits all
areas of business building process, particularly marketing efforts.
 Apply a low cost policy in an industry for a given level of quality. Sells its products either at average industry
prices to earn a profit higher than that of rivals, or below the average industry prices to gain market share by
targeting the “broad” market.
 Cultural information is provided to guests, including local music festivals, shows and ticket sales to such
events, after booking was confirmed. Guests are more likely to hear about additional product and services.
Promote special offer like champagne on arrival or lunch/dinner, or simply nurture a positive perception by
asking if the guest has any special preferences
 To build up customer loyalty, EKO Hotel “always make the first impressions last”, by adding some personal
touch, offer incentives like complimentary drinks, toiletries, pick-up service etc. and develop a hotel loyalty
program.
Operations system – WHERE, WHEN
There are 3 key factors regarding the operations systems of the EKO Hotel.

 ORGANIZATION AND FLEXIBILITY:

o The operation process must develop an organized workflow. Schedules, duties and bookkeeping all
must follow a plan that allows for smooth transitions between shifts and that easily accommodates
unexpected demands.
o Flexibility is an important aspect of hotel workflow planning. The hospitality industry is an ever-changing
environment, so workflow organizations must be adaptable.
o Employees in a hotel must adhere to deadlines that coincide with guest flow. Deadlines must be flexible;
review them daily or weekly.
o Communication in every plan procedures workflow changes and distribute these procedures to all
employees on a regular basis.

 INNOVATION AND NEW TECHNOLOGIES:

o Due to the large amount of competitor in Barcelona, it is necessary to take advantage of technologies
and use it as a way of innovation towards the other companies of the market.
o All staff must be knowledgeable in using the Hotel System, POS, Reputation Management and other
technologies.

 PROPERTY:
o The hotel is located in Vallvidrera. This area of Barcelona is a strength for the hotel.
o It is similar to a countryside house right next to a big City.
o It consist of 10 themed room.
o In addition there are several shared spaces to increase the value of the guests stay. Some of the public
areas are: a restaurant, meeting rooms / events hall, outside space (garden and swimming pool).