To end this
season I propose to you to sharp up a little bit our basic toolbox with some
real data related to “Sidorme” a quite new brand of hotels in Spain (far away
from the place I’m writing this post) Do you want to try? Make yourself at
home!
“Sidorme”
is the brainchild of Fernando Rivas. It’s a low cost
chain of hotel but Mr. Rivas prefers to describe it as Quality Low cost. As you can see if you visit its website they cross Spain from coast to coast.
We have
been dealing with Bermuda Triangle
and 1,2,3 theory
in this OUR blog, and I’m sure that you remember quite well Strategic Triangle but
just to be sure I provided a short summary of it, because... maybe I haven’t had
the privilege of being your teacher (as long you think that Touristology is a
science and that a Touristologist deserves at least the same respect that any
graduates... you are welcome and you can consider me your fellow
Touristologist!) or maybe you were my student and you had the habit to throw
away all your notes at the end of each subject (believe me I have students that
do just so!!!) and after a few years struggling in the jungle you regret that
(Don’t worry life not always give a second opportunity but I always do! I have to... because I’m
so good as my Touristologist are!!!)
Anyway,
here you have a visual representation of the Strategic Triangle:
Can you apply
the Decrease Relationship and Differentiation ideas for “Sidorme”? To provide
some data let’s supposed that www.tunehotels.com
pretends to set up operations here in Spain.
In order to
practice Decrease Relationship please visit this page of the “Tune Hotels” site or
if you prefer this youtube address.
Pay special
attention to the sentences that they highlight like “ If I’m not using it, I’m
not paying for it. SIMPLE” or “Tune Hotels.com is a SMART CHOICE” Smart Choice?
Where did I listen to this sentence before? Well, never mind! Or does it mind?
In order to
practice Differentiation you must be sure to choose a quality and pass the test
of the following triumvirate:
1) Be the
first: Are we the first to offer this quality?
2) TRUE add
value: Is this quality important for the customer?
3) Difficult
to copy: Is it difficult to copy?
When you
finish with a quality you can try another one!
Try to
relate the result of the test with the fast expansion of “Sidorme” in Spain. I
mean, do you believe that a fast expansion it was mandatory or optional?
What about
how to increase the relationship? Did you see this sentence “Tune Hotels.com
Financially Incentives people to think about their energy consumption” Do you
believe that Tune Hotels.com is using at least one of the four ideas present in
the graphical vision of the Strategy Triangle?
Executives
from “Sidorme” (some of them former students of mine and today fellow
Touristologist!!!) explain in several articles a little bit of financial
information:
Average
Investment of each hotel: 4M €
Average
rooms: 77-98€
Average
price: 36€
Not Travel
Agency. Rewards Programs instead!
Can you use Bermuda Triangle
to confirm these figures?
The same
founder father made the following statement ‘In Spain there are 3M
self-employed working and travelling from Monday to Friday. This is our
segment” said Mr. Rivas.
Can you use 1,2,3 theory based
upon this sentence?
With this
data you can practice BUT if you are a really Touristologist you would prefer
to do your own research and to find and verify your own information. Do you see?
You were reading this post and at the same time you were looking for more
information, making your own conclusions, thinking about the possibility to
create something similar or absolutely different. Do you see? You have become a
Touristologist! WELCOME ABOARD... And HAPPY NEW YEAR!!!!
Remember...
"Just don't give up trying to do what you really want to do. Where there's love
and inspiration, I don't think you can go wrong". - Ella Fitzgerald
So admirable
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