Planeamiento y desarrollo hotelero - Roland Mouly
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October 27, 2010
Roland MoulyVice President Development
V Seminario Internacional de Hoteleria
USMP Lima Peru
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How the 9th largest hotel
company in the world is
completely re-positioning
portfolio and targeting a 5expansion in the next 5 ye
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An aggressive global branding strategy&
A targeted growth and development tactic
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Hubert Joly
Global Management Team
James Porter Gordon McKinnon
Trudy Rautio Fredrik Korallus
William Van Brunt
Kurt Ritter Thorsten Kirschke Jean
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Carlson Today: a Privately-held, Global, Hospitaand Travel Company
>1,000 hotels>77 countries
>1,000 restaurants>60 countries
Global leadspecializing business trav
manageme
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1962 to 2010: the main events
1909
First Radisson
Hotel Opens InMinneapolis
1962
Curt Carlson
PurchasesRadisson
Hotel in
Minneapolis
1986
Pierre
ReservationSystem
1988
Yes I Can!
Launches
1992
Launch
Look To Book
2004
Sleep
Number BedIntroduced
2003
Combined
GoldpointsPlus Program
Launched
2R
OP
E
S
1994
Partnership
Agreementwith Radisson
and SAS
InternationalHotels
1991
1st Radisson
hotel in Canada,Radisson Hotel
Admiral Toronto-
Harbourfront
1st AmericanBrand In
U.S.S.R.
1999
Radisson
Gold RewardsProgram
Launched
2005
Express
YourselfIntroduced
2000
New Logo
Introduced
1989
GDS Seamless
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The Last 5 YearsSTRATEGIC REFOCUS
Sale at peak of the market
Sale after turnaround
Freed up resources to support growth in hospitality and t
Sale of Regent brand
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1962 1973 1983 1993 2003 2009
1 6 38
336
847
1,059
Number
of hotels
The Last 5 YearsGROWTH
Number
of restaurants
2004 2009
7601,023
Sales
(USD billion)2004 2008
8
28
7
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1962 1973 1983 1993 2003 2009
1 6 38
336
847
1,059
Carlson Hotels Global Portfolio Has Grown to M1,000 Hotels in Operation
92 hin 2
68 n
sign
HOTELS IN OPERATION
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0 100 200 300 400 5
7
35
100
495
422
11
14
54
90
Hotels in Operation Contracted Pipeline
Carlson Hotels Has a Strong Brand Portfolio
154
49
18
1,059 Hotels in Operation 249 Contracted Pipeline+ = 1,3
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0 100 200 300 400 500 600
40
53
317
649
6
73
99
Hotels in Operation Contracted Pipeline
Carlson Hotels Has a Contracted Pipeline of 249 That Reflects its Rapid International Expansion
416
126
46
1,059 Hotels in Operation 249 Contracted Pipeline+ = 1,3
North America
Europe, Middle
East and Africa
Asia Pacific
Latin America
61% in
North
America
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Carlson Hotels Has Become a Global PlayerHOTELS IN OPERATION AND CONTRACTED PIPELINE
46
720
28
30243 17
43
25
84
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Carlson Hotels is Experienced in Both ManagingFranchising Hotels*
160
1 9
2899
15
176
72
68
268
2
276
41
564
58
941
Regent Radisson ParkPlaza
Country Inn& Suites
Park Inn Total
*The above numbers include hotels that are owned, managed, leased and franchised by Carlson or by Rezidor.
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Carlson Hotels Has Achieved Record Openingsin 2008 and 2009
2008 2009
2937
40
38
1616
2
12
89 92
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Why re-position the brand now?
Belief #1: The Market is Coming Back and is Poi
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Belief #1: The Market is Coming Back and is PoiLong-term GrowthREVPAR YEAR OVER YEAR GROWTH RATE 2008-2009
2008 2009
20
10
0
-10
-20
-30
Europe U.S. Asia
Percent
Belief #2: Growth Opportunities Exist in Emergi
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Source: IMF
Belief #2: Growth Opportunities Exist in EmergiEconomies, in North America and in EuropeGDP BY REGION (USD TRILLION)
1999 2009 2014
10.716.7 20.7
9.2
16.2
19.1
4.4
5.0
5.8
2.3
8.7
14.5
4.7
10.6
14.6
1999 2009 2014
74.7
57.2
31.2
Increase2009-2014
2.9
4.0
0.7
5.8
4.0
17.5
Rest of the W
Japan
Brazil, Russi
North Amer
European U
Belief #3: Consumer Behaviors Are Evolving
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Belief #3: Consumer Behaviors Are EvolvingAround the WorldCONSUMER BEHAVIOR KEY TRENDS
Become known for travel empathy
Increase emphasis on leisure
Develop inter-theater sales
Evolve/segment offer
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Belief #4: Strong Brands Will Win Key is the Qthe Product, the Service, the People
Strong brandperformance for
guests
Strong RevPARpenetration
New propertiesjoin the system
Strong marketing,sales and
distributionincome
Strong economic
performance forowners
Investments inbrand and assets
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Luxury Upper Upscale Upscale Midscale
Belief #5: Business Model Must Be Differentiateby Segment
Owned/Leased Managed
Carlson Hotels Ambition is to Grow its Portfolio
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Carlson Hotels Ambition is to Grow its Portfolioby More than 50% by 2015TARGET PORTFOLIO NUMBER OF PROPERTIES
0
400
800
1,200
1,600
2,000
1997 2003 2009 2015
1,500 - 2,000
438
847
1,0591,500
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Our Strategy Has Five Main Themes
Growing
a global,
vibrant hotel
business
2. Operationalize the brand promises
1. Establish clear, compelling positioning for each
3. Accelerate development
4. Win the revenue battle
5. Build a global team and organization
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It Entails Four Priority Growth Initiatives
Expand Radisson as a powerful, globally consisten
first-class brand
Accelerate the growth of Country Inns & Suites in
key markets
Grow Park Inn as a winning mid-scale brand acros
theaters in key countries
Continue the push in key emerging economies,
with added emphasis on mid-scale
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Each Brand clearly defined andpositioned for growth
Current Brands
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Current BrandsBy Market Position and Volume: Relative Posi
Luxury
Upper
Upscale
Upscale
Midscale
With
Midscale
Without
Economy
The
Americas
Europe, Middle East, Asia Asia
Pacific
Brand Width Currently Compounds the Issue
KeyMarket Position
and Volume by
Theatre Per Brand
Brand Width
by Theatre
Carlson Hotels Future State
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Carlson Hotels Future StateBrand Positions by Width and Share of Portfolio
Key
Number of Hotels
Per 100
Brand Widths
Luxury
Increased Levels of Service Consistent Across All Theatres
Economy
Midscale
Without
Upscale
UpperUpscale
Midscale
With
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1. 2.
4.
5. Build a global team and organization
Establish clear,
compellingpositioningfor each brand
Operationalize
the brandpromises
Acceleratedevelopment
Win therevenue battle
3.
A GLOBALLY CONSISTENT RADISSON
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A GLOBALLY CONSISTENT RADISSONONE BIFURCATED BRAND
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STANDARD OPERATING PROCEDUREGLOBAL ALIGNMENT
Level
Standard Operating Procedures
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RADISSON BIFURCATION
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RADISSON BIFURCATIONTHEATRE BY THEATRE
Theatre Current Properties Development
Asia
Pacific
Europe,
Middle East,
Africa
SouthAmerica
North
America
Rebrand upper upscale properties Blu
Grandfather current Rezidor portfolio
Consider rebranding upper upscaleproperties Blu
Launch Blu after critical mass of flagship
properties has been achieved
WE HAVE A PROVEN SUCCESS RECIPE IN
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RevPAR Index 105
#2 in J.D. Power
Radisson in upper upscale
Growing talent from within
Newest room inventory 40%
new breed
Operational excellence
Opportunities ahead
WE HAVE A PROVEN SUCCESS RECIPE INCLOSE TO 300 RADISSON HOTELS WORLDWIDE
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INCONSISTENCY IS A GREAT CHALLENGE
LUXURY
UPPERUPSCALE
UPSCALE
MIDSCALEWITH F&B
MIDSCALEWITHOUT F&B
EXCEPTIONAL
EXCELLENT
VERY GOOD
GOOD
GOOD
BW
Ritz Carlton
W
Regent
Four Seasons
InterContinental
JW Marriott
Hyatt
Westin
Marriott
Hilton
Sheraton
Radisson
Crowne Plaza
Residence Inn
Hilton Garden Inn
Wyndham
Best Western
Holiday Inn
Hampton, DruryWingate
Country Inn
Holiday Inn Express
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BUT THE OPPORTUNITY IS EQUALLY GREAT
Europe, Middle East, Africa
RevPAR Index 105
Asia
RevPAR
*Annually based on RevPAR
The Americas
RevPAR Index 86
Revenue
USD 300 million
Revenue
USD 50 million
Re
USD
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WHAT DOES OPERATIONALIZE
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WHAT DOES OPERATIONALIZE THE BRAND PROMISE MEAN?
Room styles
Technical standards
Design style guide
Preferred designers
Operational supplies
& equipment
Bar and restaurant
Radisson
Radisson Blu
Quality performance review by independent, 3rd party
Product
Uniforms
Flat organization
People empowermen
People development
People commitment
People hospitality
Service People
STANDARDSOF OPERATION
OPERATIONALIZE
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THE BRAND PROMISE
Radisson Hotel Orlando-Lake Buena
Room styles
Technical standards
Design style guide Preferred designers
Operational supplies & equipment
RadissonRadisson Blu
Product
Radisson Decapolis Hotel, Panama
RADISSON PRODUCT EVOLUTION
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1
50%
25%
RADISSON PRODUCT EVOLUTION
2. Rebrand certain properties to Park
Inn and lose a few assets where owner
is unwilling to invest
X
4. Add accretive
properties
3. Upgrade
properties to
new standard
1. Wean outnon-compliant
properties
Advanced d
PRODUCT IMPROVEMENT
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Renovation Investment USD 7.5 million
Property
PerformanceActual
2006 2008
RevPAR USD 90.07 USD 116.79
RevPAR Index 88.8% 108.1%
Incremental
Pre-Tax IRR15.6%
PRODUCT IMPROVEMENTRADISSON PHILADELPHIA
PRODUCT IMPROVEMENT
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Brand Year RevPAR Index
Le Meridien Hotel 2000 85
Independent 2005 65
Radisson January 2010 115.3
PRODUCT IMPROVEMENTST MARTIN
The accommodations, overallexperience
and staff/service was outstanding
The hotel is absolutely gorgeous, and the staff were wonderful.
We truly loved the hotel and will look forward to going back.
Carlson invests USD 35.7 million in 2007
HOW ARE WE ACCELERATING GROWTH?
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Adding more resources
Bifurcation leads to
new opportunities
Emerging markets
Key cities development (U.S.)
More properties with
existing partners
Asset light development
with strategic investment
HOW ARE WE ACCELERATING GROWTH?
Global Radisson hotels in operation = 4Global Radisson hotels in pipeline = 90
The Americas Europe,
Middle East,
Africa
As
GROWTH DEVELOPMENT OUTLOOK 2015
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GROWTH DEVELOPMENT OUTLOOK 2015
0
100
200
300
400
500
600
700
800
1989 1999 2009 2015
180
399
422
600512
800Properties
ACCELERATE DEVELOPMENT
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ACCELERATE DEVELOPMENTZOOM IN ON NORTH AMERICA
Encourage franchise growth to continue
Steer the Radisson destination
Manage the flagship properties in key cities
Accelerate growth with more resources
Invest USD 1.5 billion between 2010 and 2015
Evolve business model
Enhance brand equity
Managed/Ow
Franchised
2010
7%
93%
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STRONG BRANDS HASTRONG FLAGSHIPS
STRONG BRANDS HAVE STRONG FLAGSHIPS
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AND SO DO WE
IN CAPITAL CITIES
AROUND THE GLOB
STRONG BRANDS HAVE STRONG FLAGSHIPS
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The Mayfair, London, United Kingdom
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Radisson Blu Strand Hotel, Stockholm, Sweden
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Radisson Blu Plaza Hotel, Oslo, Norway
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Radisson Blu Royal Hotel, Copenhagen
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Radisson Blu Hotel, Berlin, Germany
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Radisson Blu Hotel, Amsterdam, The Netherlands
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Radisson Blu Dokhan Hotel, Paris, France
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Radisson Blu Hotel, Rome, Italy
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Radisson Blu Hotel, Madrid Prado, Spain
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Radisson Blu Conference & Airport Hotel, Istanbul, Turkey
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Radisson Blu Hotel, Dubai Media City, United Arab Emirates
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Radisson Blu Al Mahary Hotel, Tripoli, Libya
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Radisson Blu Hotel, Dakar, Senegal
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Radisson Blu Hotel Sandton, Johannesburg, South Africa
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Radisson Hotel Waterfront, Cape Town, South AfricaRadisson
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Radisson Royal Hotel, Moscow, Russia
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Radisson Hotel Bangkok Sathorn,Thailand
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Radisson Plaza Hotel, Sydney, Australia
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Radisson Plaza Santiago Hotel, Chile
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Radisson Hotel Sao Paulo Faria Lima, Brazil
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Radisson Hotel Decapolis Miraflores Peru
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Radisson Decapolis Hotel Panama City Panama
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Where Does Park InnFit in the Carlson Hotels Portfolio?
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Luxury
Upper / Upper Upscale
Midscale with F&B
Midscale without F&B
Economy
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Grow Park Inn as a Winning Mid-Scale Brandin Key Countries Across All Theatres
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y
Nearly 150 properties in seven years
#1 Mid-Scale brand with J.D. Powers
BDRC Most Promising Emerging Player 2009
European success
Good investment model, fantastic conversion model
All the systems, all the tools: Essentials, Brand Port, Design, Standard Operating Proce
Life
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Park Inn Unknown in Europe six years ago
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Unknown in Europe six years ago
Brand values based on ease of use and functional style
Striking new identity in the branded world
Record growth
Part of a great family of brands
Despite a short lifetime, internationally recognised
Replaces an existing conventional solution
Our Brand A Unique Label
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One of the most distinctive and striking identities of the bran
Sets us apart from the competition
Represents the unique personality of the brand
Visual voice
Bright, Bold and Fresh,Uncomplicated, Friendly and Fun
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Brand ID Card
Energetic mid-market hotel
Mastering the essentials Providing the best sleep in
Sleep well, live well
Unexpected touches of iconcontemporary design
Strong conversion brand
Located off centre in major capitals, airports and transp
Ambition: To reach 300 ho
100 Properties WorAdding color to life!
Brand Positioning
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Increased Level of Service
Luxury
Formule 1
Mid-market
FirstClass
Economy
Budget
Bvlgari
InterContinental
Ritz CarltonMorgan
W
Four Seasons
HiltonMarriott
SheratonSofitel
Holiday InnNovotelScandic
Ibis
Source: HVS International
Brand
Management
Culture
of Service
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http://ramadainternational.com/ramada/default.mihttp://www.mercure.com/http://www.novotel.com/novotel/index.html -
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Highest in GuestSatisfaction AmongMidscale Full ServiceHotel Chains
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Our Values
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VibrantUn -
complicated
Friendly
Brand Visuals
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Advertising
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Simple
Effective Impactful
Flexible
Adaptable
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RBG Restaurants That Work
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End to End solution
World Cuisine
Compact mise-en-
place
Quality, consistency,
creativity
Designed for profit
RBG Great Spaces for Food
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Great Food
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Gross Floor Area Per Guest January 2010
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Room Area as
Ibis
Express HI Courtyard
Hampton
Park Inn
Ramada Encor
Garden Inn
Ramada
Holiday Inn Novotel
Jurys Inn
Radisson
3029
2827
2625242322212019
18171615
25 30 35 40 45 50 55 60 65
Express HI Hampton
Ibis
CourtyardGarden
Inn
Ramada
Novotel
Park Inn
HI
Radisson Blu
Gross Internal Area per Room (m2)
Net Room Area (m2)Room Area versus Total Area
(As per work in progress 27 January 2010)
Jurys Inn
Encore
Ramada
Source: Rezidor BD Research
Guest Room Layout Prototype
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Park Inn Bruxelles-Midi
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The Park Inn Mandatory Items ListingThe Park Inn Essentials are a collection of iconic elements that, when implemented fullyprovide a coherent branding experience throughout the physical environment of the pr
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provide a coherent branding experience throughout the physical environment of the pr
Park Inn Growth* Europe, Middle East, Africa
hi d
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0
20
40
60
80
100
120
140
2003 2004 2005 2006 2007 2008 2009
Franchised
Managed
Leased
Owned
Note: * Number of hotels in operation and under development dated December 2009
*The above numbers include hotels that are owned, managed, leased and franchised by Carlson or by Rezidor
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We are already here
Krakow
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Klosterneuburg
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PARK INN KLOSTERNEUBURG AUSTRIA
Djerba
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PARK INN ULYSSE RESORT & THALASSO, DJERBA TUNISIA
Liege Airport
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Yas Island
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Baku
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PARK INN AZERBAIJAN BAKU
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addingcolourtolife
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Where Does Country Inns & SuitesFit in the Carlson Hotels Portfolio?
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Luxury
Upper / Upper Upscale
Midscale with F&B
Midscale without F&B
Econom
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Key 2010 Programs
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Enhanced Friends Hosting Friends
Recognition Program
New Employee Uniforms
Key 2010 Programs
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Guestroom Operating
Supply Refresh
New Breakfast Program
Our Culture is Our Foundation
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Our Product Must Be Excellentand Convey Our Brand Essence
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Perpetual product design solutions
Proactive Product Improvement Plan cycles
Managed renovations / design review and app
Solution supply chains managed
Outliers identified and managed
Generation 1
Generation 2
Generation 3 Generation 4 Gen
How are Renovations Going?
2
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Hotels
Product Evolution Status as of December 2009
In negotiation
Engaged in renovationprocess (planning,ordering, installing)
New (2006-2009)and recently fullyrenovated hotels
334
146
Country Inns hotel owne
reinvest approUSD 300 m
in the brand inimprovem
Between 200
Legacy Exterior Design
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Todays Exterior Design
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Country Inn & Suites BSummerville, S
Country Inn & Suites By Carlson,San Marcos, TX
Legacy Interior Design
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Todays Interior Design
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Legacy Interior Design
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Todays Interior Design
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Have Customers Noticed OurEmphasis on Product and Service?
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0
2.5
5
7.5
10
2006 2007 2008 2009
8.44 8.46 8.518.60
8.52 8.55 8.61 8.72
Guest Satisfaction Index Product Performance Index
*A .02 change in Brand Guest Satisfaction Index is statistically significant
In 2010, Celebrating Our 500th Hotel
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Development Ambition 2015
Additional development
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resources
Ambition to achieve a
portfolio of 750 to 1,000
properties globally
*Aspirational strategy and not a Franchisor performance claim
Future Targeted Development Focus
Country / Region
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United States
India
Canada
Mexico
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Implementing the developmentprocess in Latin America
Our Development Strategy:
1.
Continue Growing the Radisson brand with
Franchising: RHILA and other partners
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Growing avibrant hotel
company in the
region
2. Grow Radisson Blu in Selected Markets: capita
with Key Money, management and leases.
3. Grow the Park Inn brand in selected internatio
cities initially, then expand.
4. Grow all brands in Mexico (potential for over 1
properties)
5. Establish regional offices for the support of ma
and franchised properties
The Process: People, Product, Service
Strong owner or
developer with
resources
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resources
Site or projectlocation
Scope and designof the project
and/or PIP
How is the brandassisting the
owner during thisprocess
Negotiating aFranchise and/or
Management
Signing theagreements,
building the hotel,opening
Growing Carlsons brand in the LatAm region: MBe Differentiated by Segment
Owned/Leased
Managed
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Radisson Blu
Radisson Park Inn Country Inn
A number of solutionsCarlson will take the financ
guarantying a fixed return
offering key money, etc..Lease
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Type ofContract
Owner will leverage with a contract, perfo
and possible minimu
Owner uses his or her resou
operate and will leverage thCarlsons system: distributio
marketing, advertising, etc..
Manage
Franchise
Carlsons technical support:
Room stylesR d i
The New Process
Technical standards
The Old Process
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Radisson Hotel Orlando-Lake Buena
Restaurant design
Architectural design
Interior Design style guide Preferred designersRadisson Blu
Radisson
Park Inn
Country Inn & Suites
Operational supplies & eq
RadissonCountry Inn & Suites
A contemporary design style:The Guestrooms The Public Spaces
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Radisson Hotel Orlando-Lake Buena
A solution for the owner/developer: The Room StyleWhat is included? The C
Lighting:Floorlamp
Case goods:Full length mirror
Textiles:Bedskirt
Pricing base pro
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Radisson Hotel Orlando-Lake Buena
pWriting desk lampHeadboard lamps
with shadeMiscellaneous:ArtworkAccessories:Desk blotterVaseFlower pot
gNight tableTV-Console
Writing desk with mirrorHeadboardLoose furniture:End tableDesk chairLounge chairFootstoolBench
BedthrowCombined decor blackout
curtainSheer curtainThrow pillow on bedThrow pillow on loungechairCarpet/wallcovering:
Guestroom carpetGuestroom carpet baseMain Wallcovering
Urban: $6,640
Ocean: $6,595
Naturally Cool: $
NY Mansion Hou
And Relax: $8,03
1. 2.Grow Radissonto 80 hotels by
Grow Park Innto 25 hotels
The Goal: A self sufficient region accretive to Ca
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4.
5. Integrate LatAm within a global vision
to 80 hotels by2015
to 25 hotels,including 10 in
Brazil
Expand CIS to20 hotels in
MexicoEstablish
Regional offices:Mex, Chile,
Brazil
3.
October 27, 2010
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Roland MoulyVice President Development
V Seminario Internacional de HotelerUSMP Lima Peru