luxury hotel
Luxury hotels are always attracted by the rich and upper classes. These luxury hotels can distinguish the rich and the poor in a high level, and it is difficult to change these hotels to glocalization. One of the dilemmas facing the Alegre Hotel in Palma Cay is whether to glocalize and gradually become a unified campaign. This dilemma is the focus of Macro Bertini and John T. Gourville’s case study, ‘Time for A Unified Campaign’ (2011).
‘Time for A Unified Campaign’ concerns a luxury hotel in Palma Cay and the COO of Alegre Hotels, Fernando Ruiz. Alegre Hotels are a hotel chain that have gorgeous hotels around the world. Recently, Alegre hotel is facing a problem that the booking market in Palma Cay is extremely different in high and low season and there is a coming crisis to the traditional promotion. Beatriz Soto, the manager of Alegre hotel, wants to use $700,000 to change the present booking problem by cutting the price for the travel agencies and online portal. Besides, she claims that if they keep the traditional operation, the hotel may face the unrecoverable problem which is falling in business. On the other hand, Ana Montoya, the chief marketing officer of the company, is against Beatriz’s requirement for two reasons. She maintains that the hotel is an urban hotel and it would be undermine the hotel if they change to globalization by reducing the price in Alegre. In addition, she argues that the hotel managers chose their work because it provides unique property. Thus, Alegre hotel’s manager input will lose if they change strategy. Fernando now needs to make a decision to approve Beatriz or Ana. In other words, Fernando should consider the long-term strategy is whether to keep the traditional hotel operation in high-level or provide money to adapt to the local environment situation in Palma Cay.
Two experts have given advice about this dilemma, Raúl González who is the CEO of a hotel, and Kevin Lane Keller who is a professor of marketing. Both of
‘Time for A Unified Campaign’ concerns a luxury hotel in Palma Cay and the COO of Alegre Hotels, Fernando Ruiz. Alegre Hotels are a hotel chain that have gorgeous hotels around the world. Recently, Alegre hotel is facing a problem that the booking market in Palma Cay is extremely different in high and low season and there is a coming crisis to the traditional promotion. Beatriz Soto, the manager of Alegre hotel, wants to use $700,000 to change the present booking problem by cutting the price for the travel agencies and online portal. Besides, she claims that if they keep the traditional operation, the hotel may face the unrecoverable problem which is falling in business. On the other hand, Ana Montoya, the chief marketing officer of the company, is against Beatriz’s requirement for two reasons. She maintains that the hotel is an urban hotel and it would be undermine the hotel if they change to globalization by reducing the price in Alegre. In addition, she argues that the hotel managers chose their work because it provides unique property. Thus, Alegre hotel’s manager input will lose if they change strategy. Fernando now needs to make a decision to approve Beatriz or Ana. In other words, Fernando should consider the long-term strategy is whether to keep the traditional hotel operation in high-level or provide money to adapt to the local environment situation in Palma Cay.
Two experts have given advice about this dilemma, Raúl González who is the CEO of a hotel, and Kevin Lane Keller who is a professor of marketing. Both of