Barcelo Hotels and Resorts (A)
Posted: 13 Mar 2012
Date Written: February 18, 2011
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.
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