Internationalization strategy of Altis Hotels to Madrid, Spain

Abstract

Altis Hotels Group is a successful family owned hotel group that holds a portfolio of several hotels in Lisbon, Portugal. Despite the success in the Portuguese market, aspects 3 such as the current economic crisis led Altis to consider the option of internationalizing and exploring opportunities in new markets. Initially, the company’s competitiveness in the Portuguese market was analysed in order to understand whether it has the necessary skills to pursue internationalization. This analysis was followed by a macro-environmental study of the country of destiny - Spain, and an analysis of characteristics of the hotel industry as well as opportunities to be explored in the city of Madrid. In the end, taking into account all of the previously mentioned analysis, an implementation plan is proposed.