Provincial Plaza Hotel | Repositioning Plan

Repositioning Plan for a urban 4 stars Hotel in Argentina

The Challenge

Location: Salta, Province of Salta (Argentina)
4* hotel, 88 rooms, 6,500 m2

The property of this hotel detected that its performance was below the market by category and location.

In 2016, they hired THE INNOVA ROOM to carry out a Repositioning Plan for the hotel which included, among other areas of study: an analysis of the hotel’s market situation, a diagnosis of posible improvements, a new strategy and action plan to reposition it in the coming years.

How We Did It

A) 360º analysis and diagnosis

  • Trends in 4* hotels and tourism.
  • Evolution of tourism and hotel indicators in the destination.
  • Analysis of the competitive environment and benchmark.
  • Analysis of the current product: infrastructure, service, business potential and areas for improvement.
  • Reputational analysis of the quality perceived by customers.
  • 360º diagnosis.

B) Repositioning Plan

  • Selection of qualitative information, and decision making.
  • Conclusions and development recommendations.
  • Definition of strategic lines in three aspects: distribution, improvement of perceived quality and improvement of infrastructure.
  • Action Plan, structured in the short, medium and long term.
  • Definition of metrics and success indicators for monitoring actions.
  • Drafting of the final report and executive summary.

The Property is currently implementing the actions of the Repositioning Plan.

Source of the images: own elaboration and corporate website of Provincial Plaza Hotel.

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