Axel Hotels. Sin exclusiones

I. Moll de Alba Mendoza; J. Montaña Matosas

Axel Hotels. Sin exclusiones

I. Moll de Alba Mendoza, J. Montaña Matosas

Esade

Producció científica: Estudi de cas

Resum

Axel és un grup hoteler fundat el 2003 per un exalumne d'ESADE, en Juan Juliá. El 2009 el Grup tenia tres hotels: un a Barcelona, un altre a Buenos Aires i el tercer a Berlín; i tenia un projecte per obrir-ne deu més en cinc anys. Els hotels tenen una estratègia de segmentació molt definida, centrada en el segment gai, i un posicionament molt peculiar com hotels heterofriendly. Són hotels urbans i de negocis amb una estratègia de disseny molt ben implementada, que queda reflectida al cas.

Idioma original	Anglès
Estat de la publicació	Publicada - 1 de set. 2009

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title = "Axel Hotels. Sin exclusiones",

abstract = "Axel is a hotel chain founded in 2003 by an ex-student from ESADE, Juan Juli{\'a}. In 2009, the Group had three hotels: one in Barcelona, another in Buenos Aires, and a third in Berlin; and had plans to open ten more in the next five years. The hotels have a well-defined market segmentation strategy, focusing on the gay community, and a distinct positioning as hetero-friendly hotels. They are urban, business hotels with a well-implemented design strategy, reflected in this case.",

author = "{Moll de Alba Mendoza}, I. and {Monta{\~n}a Matosas}, J.",

year = "2009",

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T1 - Axel Hotels. Sin exclusiones

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AU - Montaña Matosas, J.

PY - 2009/9/1

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N2 - Axel is a hotel chain founded in 2003 by an ex-student from ESADE, Juan Juliá. In 2009, the Group had three hotels: one in Barcelona, another in Buenos Aires, and a third in Berlin; and had plans to open ten more in the next five years. The hotels have a well-defined market segmentation strategy, focusing on the gay community, and a distinct positioning as hetero-friendly hotels. They are urban, business hotels with a well-implemented design strategy, reflected in this case.

AB - Axel is a hotel chain founded in 2003 by an ex-student from ESADE, Juan Juliá. In 2009, the Group had three hotels: one in Barcelona, another in Buenos Aires, and a third in Berlin; and had plans to open ten more in the next five years. The hotels have a well-defined market segmentation strategy, focusing on the gay community, and a distinct positioning as hetero-friendly hotels. They are urban, business hotels with a well-implemented design strategy, reflected in this case.

M3 - Case study

ER -

Axel Hotels. Sin exclusiones

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