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Authors: Kevin Sigliano
Published by: IE Business School
Originally published in: 2019
Version: 13 May 2019
Length: 8 pages
Data source: Field research

Abstract

This is a Spanish version. The case describes the challenges and opportunities of the Palladium Hotel Group (PHG). PHG is a Spanish company founded in the 60s by the Matutes family that, with over 60 years in the market, is one of the leading companies in the sector. This case describes the main milestones and challenges of PHG caused by the digital transformation trends in the tourism sector during the previous decade. It includes the story Ushuaia Ibiza Beach Hotel, which is known for changing Ibiza forever. It also discloses the P2P dynamics achieved with the consolidation of Palladium Addicts. There is also a description of the segmentation, targeting and positioning strategy followed by the marketing team and the importance of the digital transformation to create a dynamic and proactive management strategy. The growth of the company was effective in terms of revenue and profits in the past decade, and PHG's next challenge was to further conquer the American traveller and redesign the strategic roadmap for the coming years in order to achieve the growth and customer experience objectives.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2018.

Geographical setting

Region:
World/global
Country:
Spain

Featured company

Palladium Hotel Group
Employees:
10000+
Type:
Privately held
Industry:
Travel

Featured protagonist

  • Abel Matutes (male)

About

Abstract

This is a Spanish version. The case describes the challenges and opportunities of the Palladium Hotel Group (PHG). PHG is a Spanish company founded in the 60s by the Matutes family that, with over 60 years in the market, is one of the leading companies in the sector. This case describes the main milestones and challenges of PHG caused by the digital transformation trends in the tourism sector during the previous decade. It includes the story Ushuaia Ibiza Beach Hotel, which is known for changing Ibiza forever. It also discloses the P2P dynamics achieved with the consolidation of Palladium Addicts. There is also a description of the segmentation, targeting and positioning strategy followed by the marketing team and the importance of the digital transformation to create a dynamic and proactive management strategy. The growth of the company was effective in terms of revenue and profits in the past decade, and PHG's next challenge was to further conquer the American traveller and redesign the strategic roadmap for the coming years in order to achieve the growth and customer experience objectives.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2018.

Geographical setting

Region:
World/global
Country:
Spain

Featured company

Palladium Hotel Group
Employees:
10000+
Type:
Privately held
Industry:
Travel

Featured protagonist

  • Abel Matutes (male)

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