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1. Company Overview
Casa de Piedra Boutique Hotel will be a Colonial style, unique and charming boutique hotel overlooking the city of San Salvador, El Salvador’s capital. It is situated near the heart of the city near malls, museums, and restaurants. The facility will have up to 10 rooms; each with its own unique and specific set up and décor. A wonderful centralized living room will be available for guests to socialize and relax. Other facilities opened to guests include a deck with a great view, a beautiful garden and a swimming pool.
Casa de Piedra Boutique Hotel offers lodging, food and beverage facilities with unique and quality service, convenient for business people, tourists staying for a couple of days, and locals looking for a getaway without having to go far from the city. Thanks to the prime location is it easy to go any place in the city. Customers will enjoy a comfortable and unique experience at competitive prices. 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. The staff and service personnel will receive special training in their area of work as well as in customer service.
1.1. Mission
The company operates to exceed expectations of local and foreigner guests by providing a unique, high quality experience with exclusive, courteous and friendly services in accommodations along with food and beverages offering modern and unique amenities at competitive prices.
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excellent services oriented to customer satisfaction by focusing in exclusivity and uniqueness known for providing a family like environment.1.3. Values
Casa de Piedra will live by these values to guide employee behavior and the company decisions and actions.
Additional to the company values, the following corporate principles are the foundation of the vision and strategies of Casa de Piedra.
Ethical: guarantee the integrity of the employees and owners.
Excellence in quality of service: Provide the best value over price in the market
Competitiveness: To always be a step ahead to the good of the business
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Guarantee security: ensure the safety of guests and employees
Participation and collaboration spirit: people oriented employees to convey a welcome environment.
1.5. Objectives
Casa de Piedra has defined general and specific objectives in order to determine a clear path of how, when, and where the company is headed.
1.5.1. General
General Objective will provide direction of the company’s efforts and will allows its staff to works towards those objectives.
Create an impact among our target market with a new concept and attract them to try it.
Create a boutique hotel whose primary goal is to exceed customer’s expectations along the lines of exceptional hospitality and service standards.
Develop a self-sustainable profitable business that pays off its investment in less than five years.
Minimize reliance on paid advertisement to promote services.
Sublease space to local businesses interested in providing bar and culinary services to hotel guests.
1.5.2. Specific
Specific Objective states precise strategies that the company will adhere by to achieve their objectives.
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Achieve return on investment in five years.
Casa de Piedra Boutique Hotel will increase visitors every month throughout the year.
To increase number of customers by 10% per year and achieve a 50% occupancy in year three.
Implement tools of service innovation.
Customer comment cards (Accommodations) should score 85% or higher.
By the end of year one, be positioned in top 10 boutique hotels in the city.
By the end of year three, be among the top 5 boutiques hotels in San Salvador
1.6. Key Success Factors
By adhering to the following factors Casa de Piedra will guarantee its success in the hospitality industry in the short and long run.
Positioning. Position Casa de Piedra Boutique Hotel as the best boutique hotel in the city among tourists, travelers, and business travelers.
Marketing Positioning. Build strong market position in El Salvador and Central America. Link into the strongest referral engines of hotels for room bookings.
Financial. Minimize fixed costs by subleasing services and renting space as additional revenue sources.
Trained Personnel. Guarantee that employees have the finest set of skills to work on their daily tasks, operate effectively, provide excellent customer service and are active salesman, with a low level of turnover.
Quality and profitability focus. The overall business strategy will not compromise quality of services to achieve increased profitability. It will ensure that services maintain a consistent
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quality level and ensure that personnel adhere to the standard operating procedures establish by the company.
Customer relationships. Exceeding customers’ expectations and providing a unique experience will result in returning customers as well as word-of-mouth effect.
Casa de Piedra is the traveler’s home away from home in San Salvador. It is a moderately priced boutique hotel offering an authentic Salvadoran experience coupled with modern amenities.
1.7. Brand and Product Overview
The project of a Boutique Hotel in San Salvador arises from identified necessities for certain tourists and business people who visit the city. Casa de Piedra Boutique Hotel will provide lodging services, which will include personalized attention, unique service, food and beverage facilities, pool and recreational facility rooms.
The name “Casa de Piedra” represents the façade of the infrastructure. It is a unique name to represent the installations and the colonial atmosphere. The name will have an appeal to Salvadorians as well as tourists and business people being targeted. In Spanish, Casa de Piedra literally means House of Stone, the infrastructure of the hotel is mainly wood and marmol, volcanic stone, and therefore it describes the façade and the colonial theme. The association with “house of” it denotes a sense of home and personalized touch.
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Figure 1. Façade
Figure 2. Common Area
Figure 3. Common area
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Figure 4. Garden and Access to Swimming Pool
Figure 5. The View
1.8. Logo
Figure 6. Casa de Piedra Logo
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1.9. Company Ownership
Casa de Piedra Boutique Hotel will be a family owned business.
Johanna Colocho: IMBA graduate, with a Bachelor’s Degree in Hotel, Restaurant, and Tourism Administration. She previously spent four years working in the hotel industry as a banquet sales event coordinator. In addition, she has experience in securing many contacts from key companies for their clients and employees to stay overnight at hotels that require high amount of room night a year.
Lorena Call de Colocho: Co-owner of Bistro and Bakery Ooh La La in El Salvador. She has fifteen years of working experience in the food and beverage industry and additional 15 years of working experience in the tourism industry as representative in El Salvador for a Brazilian airline. Her entrepreneurial expertise in starting and operating a business will be a key asset to the success of the company.
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The hotel industry is one of the major sectors in hospitality. The boom in travel and tourism drives the growth of the hotel market (PRNewswire, 2015). Hotel facilities vary in function, size, and cost. The industry includes all types of lodging, from upscale hotels to RV parks.
Motels, B&B, resorts, casino hotels, hostels, luxury hotels and boutique hotels are some of the types of lodging. Establishments vary greatly in size and in the services they provide. Hotels and motels comprise the majority of establishments and tend to provide more services than other lodging places. Some of these amenities include swimming pools, conference facilities, business centers, social functions, gift store among others (PRNewswire, 2015).
The hotel industry boosts economic growth in an area by constantly creating job opportunities.
The hotel industry is booming at a steady pace, and it provides billions of dollars to communities across the world.
Across the globe, there are roughly 187,000 hotels (including bed & breakfast) offering approximately 17.5 million guest rooms (Bart Van Poll, 2012). Total revenue of the global hotel industry is 457 billion US dollars (Stadista, 2016). Moreover, travelers are willing to spend more and there is an increase in percentage of spending each year. Growth in competition and in the sophistication of travelers has forced hotels to provide accommodations to serve a variety of customer budgets and preferences. These lodging places may be grouped intro properties that offer luxury, all-suite, moderate priced, and economy accommodations. Also, increased competition among establishments in the industry has spurred many independently owned and operated hotels. Due to the high demand of lodging facilitates and no-to-little entry barriers for