Tuesday, January 30, :30-15:30

Transcription

1 Tuesday, January 30, :30-15:30 Room Service: How Amusement Parks Can Add Accommodation And New Revenue Streams To Their Operation Andreas Stickel Hannes W. Mairinger Raquel López Euro Attractions Show January 30 - February 1, 2007 Fibes Seville Spain

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3 Heide-Park Soltau Germany Map with Soltau Marketing Strategie Catchment Area 2007 EAS 3

4 Facts Heide Park Opened on with 6 rides and 1 show Biggest leisure park in the north of Germany with over 50 attractions and shows two Guinness world record rides over qm 1,4 Mio. visitors per year Up to 900 employees Season 2007 from 24th March to 4th November Part of the Tussauds Group since January 2002 How to generate future guests Enlargement of catchment area by providing overnight stay New target groups by providing venues for events and functions Targeting new visitor groups from Scandinavia, Berlin and Cologne area and new EU members in the east. Holiday Camp 1. Step: The Holiday Camp with 66 houses build in 2005 Caribbean theme houses for 2-12 guests beach, BBQ-area, playground sports facilities entertainment 2007 EAS 4

5 Holiday Camp Holiday Camp Beach Club Function Hall Function hall for guests 2007 EAS 5

6 Holiday Camp 2. Step: Building of 30 additional units (15 houses) in winter 2005/2006 Expansion (15 higher standard houses with en-suite bathrooms) Resultsof Steps % of all sleepers are additional guests 30% of all Tickets sold in the camp are two day tickets Total amount of all tickets sold % return of investment 2007 Opening 3-star hotel with 660 beds, 170 family-rooms Located in Holland Dorf Buffet, à la carte restaurant, bar Indoor as well as outdoor shows Meeting/conference-rooms 2007 EAS 6

7 General Strategie Developing Heide Park from a day visit destination to a Short Trip Resort and a venue for business meeting, conferences and events in north Germany EAS 7

8 2007 EAS 8

9 PortAventura Resort: Hotels EAS 2007, Seville 2007 EAS 9

10 INDEX PortAventura Resort Today 3 Hotels as a Business Unit 9 Facts and Figures EAS 10

11 Confidencial PortAventura Resort Today EAS 11

12 PortAventura Resort EAS 12

13 PortAventura Park Leading Theme Park in Spain with over 37 million visits along its 11 years of experience. Strong presence in the International market (over 35% of visits generates from foreign countries). Extensive opening calendar with relevant Themed Events at Halloween and Christmas. More than 30 attractions, over 100 different daily shows, 28 shops with exclusive products and 75 Food & Beverage points EAS 13

14 Caribe Aquatic Park The Caribbean themed Aquatic Park started operations in 2002, with a yearly average of 500,000 visits. 100,000 square feet of pools and beach. Children s pools and 14 water rides. Heated indoor area operated on a year-round basis: Gran Caribe. 11 bars and restaurants and 2 shops EAS 14

15 Beach Club Beach Club is an exclusive and idyllic spot right by the sea. 7 swimming pools including: Children s pool, heated outdoor pool, SPA, sand-bottom pool and sports pool. A wide variety of high-quality dining options: Barbecue, self-service, bars, chill-out and the magnificent restaurant Lumine. Fun activities and activities for kids. Spa and relaxation area EAS 15 7

16 All of them are 4-star hotels with 500 deluxe rooms, the primary target is families. Exclusive products for special requests: Club San Juan PortAventura Hotels Three themed hotels: Hotel PortAventura, Hotel El Paso and Hotel Caribe. Club Woody&friends EAS 16

17 Confidencial Hotels as a business unit: a natural step EAS 17

18 Why to integrate Hotels? To provide full answer to PortAventura Park traditional clients that would like to spend more time with us. To capture new market segments that demand a different vacation solution attracted by the Theme Park experience but not limited to it (both short-breaks and holiday makers). To break the strong seasonality in the Theme Park. To open up new business opportunities in unexplored markets: CORPORATE segment EAS 18 10

19 Hotel guests: benefits at PortAventura Resort Commercial positioning: Hotel package concept. Unlimited access to PortAventura Park. Access to Caribe Aquatic Park Access to Beach Club Character breakfast Special shows EAS 19

20 Fast access to main rides: PortAventura Pass. Pick-up service. Hotel guests: benefits at PortAventura Resort Opening of exclusive areas of hotel guests at the Park and and/or special shows. Guest is ready to pay a premium ADDED-VALUE services for all these EAS 20

21 What did we achieve? PortAventura Resort became a destination itself to attract new clients to Costa Daurada. Hotels are a reference in the area: Unique Themed Hotels in the area. Fully integrated with the other Resort facilities (PortAventura Park, Caribe Aquatic Park and Beach Club) EAS 21

22 Confidencial Facts & Figures EAS 22

23 Guests opinion Objective: achieve the Excellence in Guest satisfaction. Over 92% of guests recommend our hotels. Over 80% considers hotels Excellent good. or Very Over 75% of guests will revisit our hotels. Over 20% of our hotel guests this year had already visit us before EAS 23 15

24 Hotels are a key revenue generator for PortAventura Resort with over 43 MM in M Hotels Revenue Stream 50 Hotels Total Revenue , ,5 21, * 2006* * Including Hotel Caribe We reached a 72% occupation rate in 2006, with over guestnights EAS 24 16

25 Hotels Revenue Stream Hotel guests added up more than visits to PortAventura Park in PortAventura Park Attendance from PA hotels % of hotel guests claim that they will not have come to PortAventura Resort if the hotels were not here EAS 25 17

26 The secret for Success Unique product. Full integration: RESORT client focus. Strong synergies within the Organization: Central Services, Administration, Market research, Sales, 2007 EAS 26 18