TY - GEN
T1 - Axel Hotels. Sin exclusiones
AU - Moll de Alba Mendoza, Isabel
AU - Montaña Matosas, Jordi
PY - 2009/9/1
Y1 - 2009/9/1
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 -