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Strategic analysis of airport hotels: how Hilton Madrid Airport should address bleisure travel?
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Resumo(s)
This is an analysis of the strategic environment in which airport hotels, and in particular
Hilton Madrid Airport, operate. The environment is investigated through the use of SWOT
and Porter’s 6 forces analyses. Then, the current customers of the hotel are segmented, by
dividing them into two macro categories, leisure and corporate, and thus further separated.
Thanks to this examination, a growing segment, named “blended travelers”, was identified.
The phenomenon was then investigated, using secondary data research and interviews, which
were conducted with six travel managers of some of the most relevant hotel’s corporate
accounts, and with the hotel’s room division manager. Finally, some initiatives are proposed,
in order to address the blended travelers segment and to deal with the high concentration of
the hotel’s customers.
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Palavras-chave
Airport hotels Tourism strategy Strategic analysis Blended travel