Christopher Filippou
[183944]
Class: ITM 06
2nd YEAR
ONOMA HOTEL
Thessaloniki, Greece
03 December 2021
,Christopher Filippou
Table of Contents
INTRODUCTION ....................................................................................................................................... 3
EXTRA INFORMATION ABOUT YOUR ACCOMMODATION .................................................................. 4
ROUGH BUSINESS ORIENTATION ............................................................................................................ 5
PERCEPTUAL MAPS ............................................................................................................................. 5
HOTEL REVIEWS ON TRIPADVISOR.COM ............................................................................................ 7
The Modernist ................................................................................................................................. 7
Colors Urban Hotel.......................................................................................................................... 7
Onoma Hotel ................................................................................................................................... 7
EXCEL STEPS ............................................................................................................................................ 8
Step 1: Capacity................................................................................................................................... 8
Step 2: Average Price .......................................................................................................................... 8
Step 3: Estimated turnover ................................................................................................................. 8
Step 4: Estimated occupancy rate ...................................................................................................... 8
Step 5: Expected occupancy rate ........................................................................................................ 9
Step 6: Pricing ................................................................................................................................... 10
GRAPHICS DIFFERENTIATION ........................................................................................................ 12
Step 7 ................................................................................................................................................ 12
RevPAR .......................................................................................................................................... 12
NRevPAR ....................................................................................................................................... 13
Step 8: Organizing planned discount ................................................................................................ 15
Step 9: Discount division – occupation ............................................................................................. 15
GRAPHICS DISCRIMINATION ......................................................................................................... 16
Step 10: Discount percentage ........................................................................................................... 16
RevPAR .......................................................................................................................................... 17
NRevPAR ....................................................................................................................................... 17
CHANGE OF PERSPECTIVE ..................................................................................................................... 19
AD HOC DISCOUNT............................................................................................................................ 19
AD HOC DISCOUNT EXECUTION ........................................................................................................ 19
NEW OFFER ................................................................................................................................... 20
EXTRA SALES.................................................................................................................................. 20
EXTRA MONEY............................................................................................................................... 20
PRICE ELASTICITY........................................................................................................................... 20
TARGET GROUP PROFILE............................................................................................................... 21
1
,Christopher Filippou
TARGET GROUP SIZE ..................................................................................................................... 21
MOTIVATION CHOICE OF THE TARGET GROUP ............................................................................ 21
CHANNELS AND INTERMEDIARIES ................................................................................................ 21
TIMING .......................................................................................................................................... 22
BIBLIOGRAPHY ...................................................................................................................................... 23
FIGURES................................................................................................................................................. 24
2
,Christopher Filippou
INTRODUCTION
I chose ONOMA HOTEL as an accommodation. I don’t have any close relation with this hotel in terms
of work or internship, but it is in my city, and I like it pretty much. I consider as an exceptional hotel
with innovative and smart technology and that is why I chose it.
It is a 5-star hotel located in the center of the city of Thessaloniki in Greece. According to
Booking.com reviews, although it launched approximately a year ago, it has already a strong
reputation around the city (523 Verified Hotel Reviews of ONOMA Hotel | Booking.com), while it has
also built a great branding with a unique selling point that hasn’t been implemented by any other
hotel in the city. Onoma Hotel differentiates itself with its USP of custom-made experience. It offers
everything tailored to any visitor, making the experience unique. The hotel offers a variety of rooms
that everyone can adjust based on his own style and wishes, as well as others that represent your
home wishes (living room, dining room, etc). Besides that, as a customer, one can make his own
cocktail, perfume and he even has his own composer (personalized service). The hotel works with
smart and innovative technology providing its own application that customers can use on their
phones in order to unlock their rooms (Rokou, 2021). Additionally, it offers many facilities for
business-oriented activities (but not only) such as meeting rooms with smart TV equipment, technical
support, notepads, etc. Apart from that, it has a rooftop swimming pool, a playground (arcade games,
console games, ping pong, kicker, etc), a gym, and a basketball court (https://onomahotel.com/ ).
Consequently, the hotel offers a variety of different facilities for a broad market, by attracting
business and leisure guests.
3
,Christopher Filippou
EXTRA INFORMATION ABOUT YOUR ACCOMMODATION
1. Type: City Hotel
2. Location: Thessaloniki City, Greece
3. Climate: Mediterranean – Sea
4. Positioning: Business & Leisure
4
, Christopher Filippou
ROUGH BUSINESS ORIENTATION
Competitor 1
Colors Urban Hotel [ https://colorshotel.gr/en/ ]
Competitor 2
The Modernist [ https://www.themodernisthotels.com/thessaloniki ]
PERCEPTUAL MAPS
Figure 1 Perceptual Map Price vs Quality
Figure 2 Perceptual Map Stage vs b2b/c
5
[183944]
Class: ITM 06
2nd YEAR
ONOMA HOTEL
Thessaloniki, Greece
03 December 2021
,Christopher Filippou
Table of Contents
INTRODUCTION ....................................................................................................................................... 3
EXTRA INFORMATION ABOUT YOUR ACCOMMODATION .................................................................. 4
ROUGH BUSINESS ORIENTATION ............................................................................................................ 5
PERCEPTUAL MAPS ............................................................................................................................. 5
HOTEL REVIEWS ON TRIPADVISOR.COM ............................................................................................ 7
The Modernist ................................................................................................................................. 7
Colors Urban Hotel.......................................................................................................................... 7
Onoma Hotel ................................................................................................................................... 7
EXCEL STEPS ............................................................................................................................................ 8
Step 1: Capacity................................................................................................................................... 8
Step 2: Average Price .......................................................................................................................... 8
Step 3: Estimated turnover ................................................................................................................. 8
Step 4: Estimated occupancy rate ...................................................................................................... 8
Step 5: Expected occupancy rate ........................................................................................................ 9
Step 6: Pricing ................................................................................................................................... 10
GRAPHICS DIFFERENTIATION ........................................................................................................ 12
Step 7 ................................................................................................................................................ 12
RevPAR .......................................................................................................................................... 12
NRevPAR ....................................................................................................................................... 13
Step 8: Organizing planned discount ................................................................................................ 15
Step 9: Discount division – occupation ............................................................................................. 15
GRAPHICS DISCRIMINATION ......................................................................................................... 16
Step 10: Discount percentage ........................................................................................................... 16
RevPAR .......................................................................................................................................... 17
NRevPAR ....................................................................................................................................... 17
CHANGE OF PERSPECTIVE ..................................................................................................................... 19
AD HOC DISCOUNT............................................................................................................................ 19
AD HOC DISCOUNT EXECUTION ........................................................................................................ 19
NEW OFFER ................................................................................................................................... 20
EXTRA SALES.................................................................................................................................. 20
EXTRA MONEY............................................................................................................................... 20
PRICE ELASTICITY........................................................................................................................... 20
TARGET GROUP PROFILE............................................................................................................... 21
1
,Christopher Filippou
TARGET GROUP SIZE ..................................................................................................................... 21
MOTIVATION CHOICE OF THE TARGET GROUP ............................................................................ 21
CHANNELS AND INTERMEDIARIES ................................................................................................ 21
TIMING .......................................................................................................................................... 22
BIBLIOGRAPHY ...................................................................................................................................... 23
FIGURES................................................................................................................................................. 24
2
,Christopher Filippou
INTRODUCTION
I chose ONOMA HOTEL as an accommodation. I don’t have any close relation with this hotel in terms
of work or internship, but it is in my city, and I like it pretty much. I consider as an exceptional hotel
with innovative and smart technology and that is why I chose it.
It is a 5-star hotel located in the center of the city of Thessaloniki in Greece. According to
Booking.com reviews, although it launched approximately a year ago, it has already a strong
reputation around the city (523 Verified Hotel Reviews of ONOMA Hotel | Booking.com), while it has
also built a great branding with a unique selling point that hasn’t been implemented by any other
hotel in the city. Onoma Hotel differentiates itself with its USP of custom-made experience. It offers
everything tailored to any visitor, making the experience unique. The hotel offers a variety of rooms
that everyone can adjust based on his own style and wishes, as well as others that represent your
home wishes (living room, dining room, etc). Besides that, as a customer, one can make his own
cocktail, perfume and he even has his own composer (personalized service). The hotel works with
smart and innovative technology providing its own application that customers can use on their
phones in order to unlock their rooms (Rokou, 2021). Additionally, it offers many facilities for
business-oriented activities (but not only) such as meeting rooms with smart TV equipment, technical
support, notepads, etc. Apart from that, it has a rooftop swimming pool, a playground (arcade games,
console games, ping pong, kicker, etc), a gym, and a basketball court (https://onomahotel.com/ ).
Consequently, the hotel offers a variety of different facilities for a broad market, by attracting
business and leisure guests.
3
,Christopher Filippou
EXTRA INFORMATION ABOUT YOUR ACCOMMODATION
1. Type: City Hotel
2. Location: Thessaloniki City, Greece
3. Climate: Mediterranean – Sea
4. Positioning: Business & Leisure
4
, Christopher Filippou
ROUGH BUSINESS ORIENTATION
Competitor 1
Colors Urban Hotel [ https://colorshotel.gr/en/ ]
Competitor 2
The Modernist [ https://www.themodernisthotels.com/thessaloniki ]
PERCEPTUAL MAPS
Figure 1 Perceptual Map Price vs Quality
Figure 2 Perceptual Map Stage vs b2b/c
5
