Thomas Cook Hotels & Resorts Sunprime Hotels brand presentation

Thomas  Cook  Hotels  &   Resorts   Sunprime  Hotels  brand  presentation     Strong  partnership  and  access  to  16   European  Thomas  Cook  Gr...
Author: Joseph Rich
2 downloads 1 Views 4MB Size
Thomas  Cook  Hotels  &   Resorts   Sunprime  Hotels  brand  presentation  

 

Strong  partnership  and  access  to  16   European  Thomas  Cook  Group  source  markets    

European  TCG  Markets  

 

• • • • • • •

UK  &  Ireland   France   Belgium   Netherlands   Germany   Austria   Switzerland  

• • • • • • • •

Poland   Czech  Republic   Hungary   Sweden   Norway   Denmark   Finland   Russia  

   

 

Key  facts  financial  year  2015   Thomas  Cook  Group   Revenue  

GBP  8.2  Billion  

Passengers  

20  Million  

Retail  outlets  

3,110  

Aircraft  

91  

Employees  

21,813  

   

 

Strong  portfolio  of  travel  brands  

   

 

Strong  portfolio  of  travel  brands  

   

 

Thomas  Cook  Hotels  &  Resorts:   Summer  2016  :  190  Hotels  in  16  Countries  

77  

 

New:   2x  Turkey   1x  Greece  

New:   1x  Greece  

New:   1x  S pain  

New:   3x  Greece   1x  S pain  

  11  

   

   

 

Thomas  Cook  Hotels  &  Resorts:   Summer  2016:  190  Hotels  in  16  Countries      

Croatia  

Austria  

1x  

6x  

16x  

1x   2x  

1x  

4x  

17x  (1x  new)  

Bulgaria   2x  

2x  

5x  

 

Germany  

Tunisia  

Spain  

3x  

 

5x    

5x  (1x  new)    

 

Montenegro  

 

Portugal  

1x    

 

 

1x  

 

Turkey  

Cape  Verde  

14x  (2x  new)    

1x  

19x  

 

6x  

 

 

  Thailand     1x   1x   2x  

Morocco   1x  

     

  Greece  

1x  

 

Gambia   1x  

15x  (1x  new)  

2x  

23x  (3x  new)  

2x  

5x   1x  (1x  new)  

 

         

5x   1x  

Cyprus   Egypt     6x 1x   1x  

 

3x  

1x  

4x  

1x  

  status  summer  2016     7  

 

Six  strong  brands:    

Brand

Key features

• • • • • • • • • • • • • • •

Target group

Premium brand Prime location with first row views 4 star+ (4-5 Star) Superior services, added values, strong software (F&B) Local hotel style, cosy architecture Quality driven Individual, quiet & conservative Personal space

• •

Budget leisure brand Sincere 3 - 4 star hotels in popular holiday destinations Good quality for money Easy comfort / simplicity – no frills Fresh design at the cutting edge Family run atmosphere Free Wi-Fi throughout the entire hotel



Adults only brand 4 star(+), good location Contemporary, trendy style Fitness classes, good gym and spa facilities Free Wi-Fi throughout the entire hotel Peace, quiet and relaxing

• •



Mini mood board

Adults friendly brand Discerning couples, single travelers and small families Higher income Ø age 45+

Smart shopper couples, single travelers, friends and families Ø age 45

Adults only (16 years and over) Travelling as couples, with friends, ‘mother & daughter’ etc Higher income Ø age 45 Quality driven

   

 

Six  strong  brands:   Brand

Key features

Target group

• • • • •

Prime Family Resorts 4 star(+) Modern contemporary style Good location Many facilities and activities for children & teens Free Wi-Fi throughout the entire hotel Lollo & Bernie as family mascot Spa, gym and fitness Apartments for the whole family

• • • •

Families with children Quality driven Higher income Ø age 38

Family resorts 4 star volume driving units Family rooms Free Wi-fi throughout the resort Varied entertainment program for the entire family Lollo & Bernie as family mascot

• • •

Families Medium income Ø age 40

Trend consciousness atmosphere Affordable style Basic entry rate with seducing plus packages Individually designed hotels Inspiring, healthy food concept with love for local products Professional sport and well-being programs

• • •

Higher income city elite age between 25-60 Cosmopolitan explorers, young professionals & modern families

• • • • • • • • • • • • • • • •

Mini mood board

   

 

Sunprime  Hotels  

  10  

 

About  Sunprime   Sunprime  Hotels  is  a  brand  belonging  to   Thomas  Cook  Group  with   15  hotels  in  5  countries.   The  brand  is  specifically  designed  for  adults   (16  years  and  above).  

  11  

 

The  vision  

12    

 

Geographical  coverage  

             

Cyprus   Greece   Spain  (Mallorca,    Canary  Islands)   Thailand   Turkey  

#  Hotels  

 

15  

  #  Rooms  

2,117  

#  Beds  

4,234  

 

 

 

Status  summer  2016    

  13    

               

Our  portfolio:  15  properties  in  5  countries  

 

Spain   Sunprime  Atlantic  View  (LPA)   Sunprime  Coral  Suites  (TFS)   Sunprime  Waterfront  (PMI)   Sunprime  Palma  Beach  (PMI)   Sunprime  Monsuau  (PMI)   Sunprime  Ocean  View  (TFS)    

Turkey   Sunprime  Dogan  Side  Beach  (AYT)   Sunprime  Alanya  Beach  (AYT)   Sunprime  Numa  Beach  (AYT)   Sunprime  C-­‐Lounge(AYT)   Sunprime  Beachfront  (DLM)  

Cyprus   Sunprime  Ayia  Napa  Suites  (LCA)    

Greece   Sunprime  Platanias  Beach  (CHQ)   Sunprime  Miramare  Beach  (RHO)    

Thailand   Sunprime  Kamala  Beach  (HKT)  

  14  

 

Target  group  &  key  selling  points  

  15  

 

Target  group   Sunprime  is  for  “grown-­‐ups  only”:  We  target  adults  (16  years  and   above)  such  as  partners,  your  best  friend  or  a  workmate   Majority  of  guests  are  between  25  to  60  years  old  with  an  average   age  of  45  years  

Hard  working  adults  with  limited  time,  independent  and   experienced  travelers   Sunprime  guests  appreciate  “the  good  things  in  life”  such  as  food  &   wine,  fitness  &  spa,  good  service  and  comfortable  &  modern  style  

  16  

 

Key  selling  points   Adults  only  hotel  with  an  age  limit  of  16  years  and  above.  

Good  location  within  walking  distance  to  the  beach,  to  shopping  and   good  restaurants.  

Peaceful  and  quiet  with  a  modern  and  contemporary  design  and   style,  always  with  a  different  twist  and  personality.   Excellent  gym  and  fitness  studio/program  as  well  as  a  modern  spa   with  great  choice  of  treatments  (not  HKT)  

  17  

 

Sunprime  brand  features   Reception  &  Lobby:  A  central  point  of  welcome,  information  and   service.   Here   you   will   be   helped   24/7   by   knowledgeable   staff   and   get   helpful   support   when   you   need   advice   to   plan   your   holiday.   Lounge:  Your  living  room  during  your  holiday  and  the  natural   meeting  spot  for  relaxation;  an  area  where  everyone  will  feel  at   home.   Minimarket:  Here  you  can  buy  quality  fresh  bread,  wine,  pastries,   fruit,  snacks,  toiletries  and  other  necessities   Restaurant:  Appreciating  the  good  life.  The  décor  in  the  restaurant  is   stylish  and  the  atmosphere  is  relaxed.  Our  chefs  create  a  variety  of   international  dishes  and  local  specialties.  

  18  

 

Sunprime  brand  features   Rooms  &  suites:  For  that  little  extra  comfort  and  convenience  with  a   variety  of  suites  and  different  room  types  such  as:  Prime  Room,   Prime  Studio,  Prime  Suite,  Junior  Suite,  Grand  Suite.   Fitness  Studio:  Fitness  and  yoga  are  very  popular  activities  during  our   guests’  vacation  and  an  unique  selling  points.  The  fitness  studio   should  have  a  fresh  feeling  and  a  prime  location.   Gym:  Is  an  important  activity  during  our  guests’  vacation  and  an   unique  selling  point.  The  Gym  should  have  a  fresh  feeling  and  a  prime   location.  They  have  a  view  or  indirect  light  through  ceiling  win.   Spa:  Is  a  retreat  that  gives  a  little  extra  to  the  vacation.  The  look   light,  fresh  and  modern  with  a  flavour  of  the  local  design  when  it   comes  to  materials.  Display  of  a  range  of  products  for  sale.   Pool  and  pool  area:  A  peaceful,  calm  relaxed  area  with  plenty  of   comfortable  sunbeds  and  large  parasols.  

 

19  

 

Sunprime  brand  features   Free  high  speed  Wi-­‐Fi  in  the  entire  hotel  

MySunprime:  A  responsive  online  platform  (incl.  chat  function  with   hotel  staff  and  with  other  guests)  and  information  system  on  hotel   facilities,  activities,  interactive  maps  etc.  

 

20  

 

Standards  

21    

 

Main  property  entry  requirements    

 

 

Exclusivity   • Exclusive  for  Thomas  Cook  Group´s  tour  operators  and  online  channels.   Location   • Prime  location  in  resort,  preferably  by  the  beach  and  maximum  750  meters  to  good  shopping  and   restaurants.  Any  deviation  must  be  agreed  between  the  TCG  tour  operator  and  TC  Hotels  &  Resorts.   Average  capacity   • Minimum  100  apartments  ,  average  150  –  250  apartments,  4  star,  modern/contemporary  design.  

Guest  rooms   Minimum  requirements   • A  majority  should  be  studios  with  kitchenette,  minimum  27m2   • Room  architect  plans  &  interior  decoration  to  agreement  mutual  between  owner  &  Sunprime   • Small  kitchenette  (1,20m)  with  carbon  filter  smoke  extractor/kitchen  fan,  water  boiler,  coffee  brewer,   fridge  ,  two  cooking  rings,  sink  faucet,  kitchen  towel  and  kitchen  utensils.   • Cleaning,  dish  washing  and  making  of  the  beds  7  days/week.  Change  of  bed  linen  &  towels  7  days/week   on  request  from  the  guest,   • Air  condition  free  of  charge   • Safe  box  laptop  size  free  of  charge   • High  speed  Wi-­‐Fi,  (see  Wi-­‐Fi/HSIA/Media)   • Minimum  size  32  ''  LCD  TV   • TV  channels,  internationals  TV  news  i.e.  CNN,  BBC,  Euro  sport  in  English     22  

 

Main  property  entry  requirements,  ctd.    

Guest  rooms,  Minimum  requirements,  ctd    

 

• • • • • • • • • • • • •

Enough  number  of  electrical  sockets   Enough  number  of  hooks   Preferable  open  wardrobes   Full  length  mirror   Bed  lamps  for  reading   Black  out  curtains  and  voile  curtain   Iron  and  iron  board   Water  upon  on  arrival  (1.5l)   For  all  Swedish  ICA  clients  a  gift  (according  to  standard)  should  be  delivered  upon  arrival,  paid  by  Ving.   Sunprime  welcome  attention  upon  on  arrival  (0.5l  good  bottle  of  wine)   For  all  For  all  Scandinavian  repeaters  (segment  5)  a  good  bottle  of  wine  (0.5l)  should  be  delivered  upon  arrival   Prebooked  supplement  for  Scandinavian  guests  “Keep  Your  Room”  (extra  charge)   Prebooked  supplement  for  Scandinavian  guests  “Welcome  package”  (extra  charge)  

Balcony/terrace   • Balcony/terrace:  1,20  x  3  m   • Two  comfortable  chairs  and  table  on  balcony/terrace  

  23  

 

Main  property  entry  requirements,  ctd.    

 

 

Bathroom   • Walk-­‐in  shower  with  glass  screen/sliding  doors   • Magnifying  mirror   • High  eco-­‐friendly  quality  soap  &  shampoo  dispensers   • Bathroom  amenities  incl.  hairdryer   Towels,  bathrobe,  bed  linen  according  to  Sunprime  standard   • Face  towel  (50x70  cm)   • Bath  mat  (50x70  cm)   • Bath  towel  (100x150  cm)   • Beach  &  Pool  towel  (100x200  cm)   • Bed  linen   • Bathrobe  +  slippers   Sunprime  bed  &  pillow  comfort   • Bed  measurement  1,00  mx2,00  m   • Top  bed  mattress  7  cm   • Pillows  measurement  50x65  and  65x90  cm  per  person  and  quilt  according  to  Sunprime  bedding  standard  

  24  

 

Main  property  entry  requirements,  ctd.    

 

Rooms  &  suites  types:   Prime  Suite,   Suite  for  two  people  (one  room)  with  sofa.  The  layout  varies,  but  all  Prime  Suites  have  a  terrace  or  balcony. Prime  Studio,   Suite  for  two  people  (one  room)  .  The  layout  varies,  but  all  Prime  Studios  have  a  terrace  or  balcony. Junior  Suite,   Suite  with  living  room  and  bedroom,  ideal  for  two  people.  All  our  Junior  Suites  have  a  terrace  or  balcony   with  different  views  

 

Grand  Suite   Spacious  and  well-­‐appointed  two-­‐room  suites  for  larger  party.  There  is  plenty  of  space  for  up  to  four   people.  All  Grand  Suites  have  a  terrace  or  balcony    

Prime  Room,   Fresh  and  stylish  double  rooms  perfect  for  two  people.  Modern  furnished  with  varying  size  and  layout.  All   our  double  rooms  have  a  balcony  or  terrace.  

  25  

 

Main  property  entry  requirements,  ctd.    

Restaurants   • • • • •  

One  combined  à  la  carte  restaurant  and  buffet  restaurant  (preferably  indoor  &  outdoor  area).   Capacity  covering  the  number  of  all-­‐inclusive  and  à  la  carte  guests.   Fully  equipped  à  la  carte  show  kitchen.   A  la  carte  menus  to  be  agreed    with  TCH.   Fulfill  HCCP  criteria’s  

F&B  supplements  

 

The  following  Sunprime  supplements  to  be  sold  as  pre-­‐book.  Rates  to  be  agreed  separately:   • Breakfast  buffet  according  to  Sunprime  standard.   • Sunprime  All  Inclusive.   • Sunprime  Inclusive  Large  (7  breakfast  +  5  lunches  +  5  dinners  including  beverage).   • Sunprime  Inclusive  Small  (7  breakfast  +  5  dinners).  

Bars   • • • • •

Lounge  bar  area  covering  approx.   25%  of  the  guests  in  the  hotel  (including  entertainment  area).  Indoor  (air  conditioned)  and  outdoor   area,  connected  to  afternoon/evening  bar.   Pool  Bar   Bar  menus  to  be  agreed    with   TCH.   Fulfill  HCCP   criteria’s  

  26  

 

Main  property  entry  requirements,  ctd.    

Entertainment   • • •

Area  covering  approx..  25%  of  the  guests  in  the  hotel  (including  lounge  bar  area).  Indoor  (air   conditioned)  and  outdoor  area,  connected  to  afternoon/evening  bar/Lounge.   Area  for  soft  entertainment  such  as  piano/guitar  player  or  DJ.   Entertainment  minimum  3  times  per  week.  

  27  

 

Main  property  entry  requirements,  ctd.    

Reception  /  Lobby   • • • • • • • • • • • •  

Size  according  to  local  regulation   Reception  desk  staffed  24/7  with  English  speaking  staff.   Seating  area.   Two  guest  computers  free  of  charge.   55  “  touch  screen.   Check  in  luggage  service  space  (Thomas  Cook  Airways).   Luggage  room   Changing  room  with  showers.   Free  welcome  drink  for  the  guests.   Medical  service  space,   Defibrillator.   TC  Tour  operator  service  space  

Public  music  

• Multi-­‐channel  sound  system  for  broadcasting  of  Sunprime  music  in  all  public  areas  (lounge,  restaurant,   lounge,  gym,  spa,  pool).  See  separate  specification.    

Wi-­‐Fi/HSIA/Media  

• Wi-­‐Fi  High  Speed  without  extra  charge  in  the  public  area  (–60  dBm  signal  strength)  and  Wi-­‐Fi  in  100  %   of  the  guest  rooms  (10Mbit/s  per  100  rooms  of  true  bandwidth  to  Internet).  See  separate  description.     28  

 

Main  property  entry  requirements,  ctd.    

Fitness  exercise  room/studio:   • • • • • • • • • •  

The  room  should  have  a  minimum  size  of  100  m2      to  be  used  for  group  training  eg  aerobics,  yoga.   Allocated  in  prime  location  in  the  hotel  with  natural  daylight  and  no  columns   Head  room  3  meter  (high  ceiling)   Air  condition   Professional  music  equipment  with  headset  (amplifier,  spekaers  4-­‐5,  CD  player,  MP3,  wireless  transmitter)   Professional  equipment  for  group  training  (step  up  boards,  barbells  &  weights,  mats,  yoga  mats,  exertubes)   Professional  aerobics  wooden  floor.   Separate  switches  for  AC  and  music  system.   Mirrors  on  minimum  2  walls.   One  storage  5-­‐10  m2.  

Gym   • • • • • • • •

The  room  should  have  a  minimum  size  of  100  m2.   Prime  location  with  natural  daylight  and  no  columns   High  ceiling  (head  room)  2,5  meter   Techno  gym  equipment  according  to  Sunprime  standards.   Sound  system  with  music.   AC  system.   Separate  switches  for  AC  and  music  system.   Mirrors  on  minimum  2  walls.  

  29  

 

Main  property  entry  requirements,  ctd.    

Spa   • • • • • • • • • • • • •

Modern  spa  minimum  100  m2      incl.  reception  and  waiting  area  min  20  m2.   Small  kitchen  or  kitchenette  min  5  m2.   One  toilet.   Minimum  of  three  treatment  rooms;  one  single  treatment  room  min  12  m2,  one  duo  treatment  room   min  17  m2,  and  one  pedicure/manicure  room  min  12  m2.   Shower  in  minimum  one  of  the  treatment  rooms.   One  storage  min  3  m2.   Electrical,  adjustable  treatment  beds.   Sound  system  with  music  in  all  areas.   Warm  light  with  dimmer  in  treatment  rooms.   AC  in  all  areas.   Separate  switches  for  AC,  music  system  and  dimmer.   Prebooked  SPA  treatment”  (extra  charge)  supplement  for  Scandinavian  guests.   Layout/designand  equipment  according  to  Sunprime  standard.  

  30  

 

Main  property  entry  requirements,  ctd.      

Recreation  area:  pool  &  garden  

 

• The  size  of  the  pool  shall  be  minimum  2  m2  per  room  with  sloping/inclined  bottom  starting  from   depth  120–130  cm  and  deeper  up  to  180–200  or  deeper  (for  water  aerobics),   • Minimum  heating  is  28  degrees  in  winter  season  (October–April).   • Sufficient  pool  deck  area:  0,75  sunbeds  per  guest  &  one  parasol  for  even  two  beds.   • Sunbed  model  according  to  Sunprime  standard.   • Portable  stereo  with  headset  for  water  aerobics  

Beach    

If  beach  belong  to  the  hotel  beach  chairs  and  umbrellas  should  be  free  of  charge  

Minimarket   • A  minimarket  is  required,  minimum  size  of  80  m2.   • Storage  and  other  service  area.   • Fulfil  HACCP   criteria’s.  

  31  

 

 

Binding  standards  and  services  defined  in   manuals  as  well  as  guidelines  

   

Brand  Manual  

Brand  description  including  philosophy,  customer   service,  hardware  and  software  requirements  

Corporate  Identity   &  Design  

CI/CD  standards  regarding  signs,  stationary  and   uniform    

 

Health  &  Safety  

Regular  external  health  &  safety  checks:   Eco/fire/pool/water/food/safety/room  check  and   other  safety  checks.  Code  of  operation  &  other   polices  according  to  TC  contract    

 

Quality  &  Standards  

Operational  and  service  standards  for  all   departments.  

  32  

 

Quality  assurance  –  minimum  standards    

• Online  review  portals:  

Holiday  Check  overall  5.1  /  85  %   TripAdvisor  overall  4.25   Zoover  8,5  

• Health  &  Safety:  

FTO  Standards  

• Sustainability:  

Travelife  Gold   Award   EU  ECO  label  after  2  years  of  operation  

• Complaint  ratios:  

Max.  2  %  in  each  TC  source  market  

• Guest  surveys:  

NE:  Min  85%  Satisfaction   Max  5%  Dissatisfaction   Min  4,1  on  a  5  scale  

   

 

 

 

other  markets:  Min  85%  Satisfaction  

33    

 

Commercial  aspects  

  34  

 

 

Competitive  fee  structure  for  participating   hotel  partners  

 

Type  

Fee   TBN  

      Starter  Package*   &  Technical   Servives  

Fee  Base         One-­‐off  

Royalty  Fee  

TBN  

Gross  Revenue  

Marketing  Fee  

TBN  

Gross  Revenue  

Special   Arrangement  

For  non-­‐all  inclusive  hotels  

F&B  and  Spa   Revenues  

*  Inclusions  starter  package:  Next  page     35  

 

Starter  package      

Initial  Services:   • Coverage  of  franchisor`s  cost  processing  of  the  application,  reviewing  the  site,  assessing   market  potential,  evaluating  the  plans  for  existing  layout,  inspecting  and   architect/design/Corp  ID/  IT/product  support  to  local  architect  and  design  team  to  the   property  during  construction/  refurbishment/conversion,  providing  services  during  the   pre-­‐opening  or  conversion  phase    



Support  in  recruitment  of  spa  and  fitness  staff  



Design  and  set-­‐up  special  designed  server  music  of  rented  hard-­‐  and  software  (2  days)  



Set-­‐up  support  of  hotel  specific  designed  guest  web  information  portal  for  in-­‐house   promotion  (10  days)  



Set-­‐up  and  download  support  of  hotel  specific  software  for  guest  touch  screen   information  (4  days)  



Set-­‐up  support  of  promotion  video  for  Sunprime  brand  and  partner  hotels  (1  day)  

   

 

 

  36  

 

Starter  package    

 

Initial  training  for  hotel:   • Brand  training  for  management  and  all  staff  members  (2  days)   • F&B  training  (5  days)   • CRS  training  (1  day)   • Spa  &  fitness  training  in  central  venue  (5  days)    

Extensive  web  presentation  &  promotion   on  TC  web  sites  including  professional  photos  and  video   Professional  photo  and  video  shooting  of  hotel   Marketing  &  Sales:   Being  a  part  of  a  new,  strong  brand  and  unique  concept,  top  priority  within  marketing   &  sales  in  all  relevant  source  markets,  priority  positioning  in  Thomas  Cook  Group   distribution  materials/channels  (online/offline),  dedicated  Thomas  Cook  Group  sales  &   marketing  activities  

  37  

 

Services  &  Support        

 



Regular  on  site  visit  and  online  support  by  experienced  Sunprime  product  and   IT  experts  



Annual  quality  analysis  with  suggestions  for  product  improvement  



Support  for  achievement  of  quality  goals  



Regular  supports  on  recommendation  and  quality  performance  



Online  support  to  ensure  best  possible  online  guest  communication  



Yearly  support  to  recruit  spa  and  fitness  stuff  as  well  as  training  and  central  venue  

         

  38  

 

Additional  operational  and  investment  cost   Type  

Fee  

Fee  Base  

Rent  of  hardware  for  music  system  

1,200.-­‐   EUR  

Per  year  

Support  &  development  of  special  designed  guest  web   information  portal  for  in-­‐house  promotion  

500.-­‐  EUR  

Per  year  

Support  &  development  of  touch  screen  

500.-­‐   EUR  

Per  year  

Recruitment  &  training  costs  for  spa  and  fitness  staff   (2-­‐4  employees,  depending  on  size  of  the  hotel)  

Included  in  the  staff  cost,   see  next  page  

Per  year  

Uniform  

10-­‐25.000  EUR  

Per  year  

F&B  training  of  chef  in  central  venue  

Cost  basis  

Per  year  

EU  (4  staff)   Staff  cost  spa,  fitness:   Salaries  training,  flights,  insurance   NON  EU  (4  staff)   Staff  cost  spa,  fitness:   Salaries  training,  flights,  insurance.  

Cost  of  6572  EUR  per   month  (aprox  6  month)  +   accommodation  and  meal  

 

Cost  of  4666  EUR  per   month  (aprox  6  month)  +   accommodation   and  meals   39  

 

 

Summary  

  40  

 

Join  us  on  our  journey  to  success  

Enhanced  product  proposition  through  Sunprime  standards  generating   high  customer  satisfaction,  repeat  business  and  upsell  opportunities.   Close  partnership  with  Thomas  Cook  Group  and  access  to  16  international   TC  markets.   Clear  marketing  &  sales  strategy.   Cooperation  with  experienced  team  of  experts.   Competitive  fee  structure  and  attractive  contractual  models.  

  41