Barcelo Hotels and Resorts (A)

Posted: 13 Mar 2012

See all articles by John T. Gourville

John T. Gourville

Harvard Business School

Marco Bertini

ESADE - Ramon Llull University

Date Written: February 18, 2011

Abstract

Barcelo Hotels and Resorts must decide whether to allow its many hotels to continue to undertake separate promotional campaigns or to run, for the first time, a broad corporate-level promotion. Complicating the decision is the fact that the many hotels in its portfolio vary greatly in their character, clientele, positioning, and locations.

Learning Objective: Looks at the costs and benefits of a corporate level branding and price promotion strategy. Also, when used with the Harrah's case (HBS Case No. 502-011), allows for a discussion of centralized versus decentralized management of a portfolio of service entities.

Suggested Citation

Gourville, John T. and Bertini, Marco, Barcelo Hotels and Resorts (A) (February 18, 2011). Harvard Business School Marketing Unit Case No. 511-108. Available at SSRN: https://ssrn.com/abstract=2020703

John T. Gourville (Contact Author)

Harvard Business School ( email )

Soldiers Field
Boston, MA 02163
United States
617-495-6133 (Phone)
617-496-5637 (Fax)

Marco Bertini

ESADE - Ramon Llull University ( email )

Avinguda de la Torre Blanca, 59
Sant Cugat del Vall├Ęs, 08172
Spain

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