PPP Business Plan 09 03

marketing plan
It’s worthwhile to point out that P is creating a new segment to the hotel market, that of Private Suites, that are not part
of a large hotel structure or chain of hotels. The concept is to create a luxurious destination vacation stay venue capable of
providing the three core fundamentals for what P. stands for Privacy, Privilege and Prestige.
A review of competitors’ marketing strategies reveals that no one is targeting this market segment. This is especially true
when analyzing the local competition where there are just a couple of suites capable of competing against the top suites of
the world. As of today the only two Roman suites that compete on a global level are:
1. Regina Hotel Baglioni – Roman Penthouse
Located in the Via Vittorio Veneto District of Rome, the Suite is comparable in terms of price range and luxury. Recently
refurbished expanding over approximately 2,900 sq. ft. (270 sq. m.). The mid-season price is approximately Euro 10,000
per night. Unlike the P. Suites, services are not included in the price. However, P distinguishes itself from this suite as the
Baglioni’s guests do not have a sense of privacy when it comes to the shared facilities and entrance, thus being subject to
the eyes of the general public on a day-to-day basis.
2. Villa La Cupola
Located on the fifth and sixth floor of the Westin Excelsior Hotel on Via Vittorio Veneto District of Rome, the Suite is
comparable in terms of size. The Suite is enriched with frescoes and classical furniture as-well-as a Private Cinema, Fitness
Room, Jacuzzi, Sauna and 360° view terraces. Although, this suite offers more in terms of facilities when compared to the
second best (Baglioni Hotel) it comes with a higher asking price of € 20,000 (USD 21,771) per night. Also, unlike P guests
would not have the advantage of privacy since they would be exposed to the general public when entering and leaving the
Hotel Structure.
To conclude, it is our assessment that P positions itself in a segment of the market currently non-existing in Rome and as
such would not be subject to the degree of competition that 5star hotel suites have with each other. In turn, this lack of competition
will translate in a greater percentage of occupancy and, in turn, greater operating income generated by P’s business.
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