Casa de Piedra Boutique Hotel is convenient for business people, tourists and locals that look for high personalized service and unique services. The hotel follows a Colonial style which gives it a unique touch and attracts tourists. Casa de Piedra is located in the outskirts of the city which provides an amazing view from the rooms, garden, and swimming pool. Near the hotel customers can find a wide variety of restaurants, bars, supermarkets, banks, malls; which consequently makes the location one of the safest in the city.
The staff and service personnel will receive special training in their area of work as well as in customer service. By doing so it will allow them to help customers when they require assistance in planning trips or tours around the city or the country. This will be possible due to the partnerships with travel agencies. At every moment the hotel will ensure excellent service so that every guest and customer feels unique and important, and most important, feel at home.
Casa de Piedra will guarantee the best price over value.
4.2. Customer Segment
Casa de Piedra will target five different group of people to guarantee a high flow of customers. These groups are as follow:
Business People – short stay. People staying for a few days or weeks in San Salvador due to work.
Business People – long stay. Companies bringing employees and clients from other countries for long stays to work for their company.
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Tourists. People who are traveling and stay in the city for a couple of days and what a high quality service and unique experience.
Medical Reasons. For people and their families who come to El Salvador to do certain health procedures.
Overall, customers will be tourists that are interested in getting to know the city and its culture or business people in-transit for meetings. Demanding and busy people who require quality, efficient, and on time services are the main characteristics of guest that the hotel will expect.
People that no matter if it is for business or pleasure look for comfortableness, excellence, and different environments with unique touch. Business people that are looking for hotels that provide services that support their work in the city, or who are looking for a home away from the place of origin.
4.3. Communication Channels
Casa de Piedra will use indirect channels. These indirect channels will be through travel agencies, advertisement in newspapers and magazines, social networking sites, references and promotions through tourism institutions. Also by digital channels, through hotels webpage in which will be stablish the different facilities, prices and form of payment.
4.4. Customer Relationships
A key to our success will be attracting and maintaining a steady base of loyal customers.
Casa de Piedra plans to use the following to build and maintain such relationships:
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Customer Care Service: training personnel will ensure the optimum level of customer service in order to increase customer ratings, mouth-to-mouth advertising and returning guests.
Loyalty Points: guests will accumulate points for each room night and after certain amount of room night will have a free room night.
Lunch Meetings: key contacts in companies with high demand hotel for services will be invited for lunch as the hotel, so that they can get to know the location and start building and to enter into their options of hotels.
Offers/Discounts: depending of the seasonality offers and discounts will be available to our guests
Social Media: Through Casa de Piedra Website, Facebook, and Instagram, we will share events, deals, and discounts to engage followers and customers to visit and share their experience.
4.5. Revenue Stream
Casa de Piedra will depend upon the following as sources of revenue.
Lodging: room nights
Boarding: Long stays
Bistro and Bar leasing: Food and beverage will be outsourced to Oh La La Bistro and Cachivache Bar. Casa de Piedra will lease the space.
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Partners are essential to the success of the hotel. Therefore, Casa de Piedra will build strong relationships with the following partners to ensure a greater flow and increase of customers.
Travel Agencies
MITUR: Ministry of Tourism in El Salvador
4.7. Key Activities
Casa de Piedra will defy specific activities to follow in order to provide a personalized customer service and create a strong brand awareness.
Platform development and maintenance. Create and design website and social media pages and constant modification to keep it up to date and attractive to customer’s eyes.
Community engagement. Take advantage of social media to engage the community to visit and share experience.
Marketing. Develop a strategic marketing plan to position Casa de Piedra in the corporate segment.
Customer Relationship Management. Maintaining constant with key customers, follow up to loyalty point and reward programs.
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Staff Training. Staff will go through a series of customer service training program to ensure customer satisfaction.
4.8. Key Resources
The most important assets Casa de Piedra has to make the project work are:
Human Resources. Hiring skilled staff is key to the success of the company in building high quality customer relationship.
Infrastructure. The façade of the hotels give Casa de Piedra a historic style: Colonial Style.
Which is necessary in order to classify as a boutique hotel.
Capital. A high percentage of initial investment it is required to the stat-up of the hotel.
4.9. Cost Structure
Casa de Piedra will leverage its distinctive charm and location that provide a unique experience as well as operational efficiency to ensure that its accommodations can be priced competitively an become the hotel of preference.
Integrated cost leadership and differentiation strategy: it will have competitive prices while offering unique and personalized services, without jeopardizing customer service.
Relevant fixed costs: wages, security, internet, advertisement, insurance.
Relevant variable costs: utilities, inventory (amenities), cleaning supplies, fuel.
Economies of Scale: key suppliers with be contacted to buy the majority of linen equipment, art, and furnishing and guarantee low prices.
Economies of Scope: one additional service the hotel will offer with extra cost is airport transportation.
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infrastructure, trained personal, and a sophisticated environment mixed with a Colonial style.Casa de Piedra will offer three different types of rooms. They are described in the following table.
Table 2. Description of rooms
Single Room Double Room Family Room
1 King Bed 2 Queen Beds 3 Queen Beds
2 Night Stands 2 Night Stands 3 Night Stands
A/C A/C A/C
Television Television Television
Telephone Telephone Telephone
Desk & Chair Desk & Chair Desk & Chair
Mini Fridge Mini Fridge Mini Fridge
Safety box Safety box Safety box
Bathroom Bathroom Bathroom
Hairdryer Hairdryer Hairdryer
Towels Towels Towels
2 bottles of water 2 bottles of water 2 bottles of water Coffee & Tea Coffee & Tea Coffee & Tea
Wifi Wifi Wifi