Subject category:
Strategy and General Management
Published by:
IE Business School
Version: 13 May 2019
Length: 8 pages
Data source: Field research
Topics:
Hotels; Palladium; Tourism; Travel; Leisure; Ibiza; Strategy; Marketing; Digital transformation; Innovation
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https://casecent.re/p/166090
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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)