1. Elia Beret
Alicia Cuscó
Juliana Gutiérrez de Piñeres

2. 7- L W P
1- SWOT Analisis
2- VMOST
3- PEST (location
and customer)
8- Segment and
product matrix
9- Margin and
popularity matrix
4- Strategic triangle
10- Growing rate and
market share
5- 4 P’s
11- Complex and
dynamic
6- 1,2,3 theory
12- What if…

3. VMOST YOTEL
SWOT:
Weaknesses:
-Middle and highclass
market only. (Crisis)
-Limited space
Strengths:
-Only hotels inside the
airport
-Luxury in a small place.
-All needs inside it.
VS
VS
Threats:
-Competition inside the
airport may appear.
Opportunities:
-Posible expansion in
airports around the world.
-Bussiness market
constantly growing market.
-Location advantage.

4. VISION:
There are a lot of travellers around the world, and
the number keeps going up. As we have the
experience, the contacts and the knowledge, we will
expand our YOTEL hotels worldwide in the most
transited airports.
MISION:
Expasion of our brand name and hotels wordlwide in
the most transited airports and sustainability through
the years.
OBJECTIVE:
Have created and own YOTEL HOTELS in more

5. STRATEGY
Not Differentiated strategy  For everyone, but with one common
condition.
THEY HAVE TO BE INSIDE THE AIRPORT
•Layer effect= Looking forward to strengthen the core at the airports.
POSITION inside the market  BRANDING (make our name known as
a reference engage clients.).
CONSTANT INNOVATION
• Use GLOBAL EXPANSION  *Minimize costs.
*Increase number of clients.

6. TACTICS
1. Loyalty Club:
Give our clients some advantages. Let them know that they are
Important to us.
Create a Loyalty Club provinding priviledges to our guests.
*Architecs Priority in seminars of architecture and interior design were we
show
how to use efficiently spaces combining it with art and design.
2. Alliance:
Given our operating point, ALLIANCES with AIRLINE
ALLIANCES
-Anticipate guest needs.

7. 3. Scale Economy:
EXPANSION. Opening new hotels and expanding our brand.
*Target Busiests airports worldwide (strategic geographical
position)
*It will require a high investment
Long term vision = reduced costs of expenses

8. PEST LOCATION (MADRID-BARAJAS)
Political:
-National and local Tourism
Policies (Law 48/1963
-International Aero policis
Social:
-Reduce 27%
unemployment  by
providing new jobs.
Economical:
Spanish government
invesment
-Reduce the actual crisis
-Growth of the tourism
industry.
Technological:
-Technological and
design incentives
-Leadership in innovation

9. PEST COSTUMERS (American Architects
and designers )
Political:
-AEI Policies
-Protectives Laws for the
employee
Economical:
-$$$ Power
-Baby boomers(1940-1960)
Social:
-New partnerships
between freelance
architects and designers
- Constant update in
trends changes
Technological:
-Worldwide leaders in
design & tech.
-Enrich knowledge

10. DIFFERENTIATION:
“We are the first Hotels
inside airports”
1. Innovation in design and
architecture
2. New techniques in how
to use spaces and make
the most out of them.
3. Luxury and comfort
within small distance of
your next flight
4. Ultimate technology
1. It’s hard to find a space
in an airport.
2. It requires technology
professionals and a big
investment
3. First class architects
and designers are
essential to make the most
out of a small space in
order to create an
atmosphere were you can
relax and enjoy.
Me:
YOTEL
X PRODUCTS
-Hotel near
airports
-Cabins &
Sleepbox
Architects and
designers
DECREASE
RELATIONSHIP:
Other accommodation places offer
a product of outstanding quality
and efficiency for travellers; a very
small space or even just a bed
where you can only sleep.
Do you want a small, small, small
bed or do you prefer a place where
you can relax?
Do you want a bed inside a small
box?... THINK OUTSIDE THE
BOX!!!
INCREASE
RELATIONSHIP:
1. Architects USA, AAO (Association of
architecture organization), AIA (American
institute of architects), ASID (American
society of interior designers), IDS
(Interior design society) Schools of
Architecture and Design.
2. Attract different architects and
designers offering them seminars of
architecture and interior design were we
show how to use efficiently spaces
combining it with art and design.
3A This is a place where architects and
designers can meet to exchange ideas
and build new partnerships in order to
improve their field and expand their
knowledge.
3B -Benefits and priority in seminar
attendance to architects and
designers
engaged to our loyalty program.
-Opacity: Priority boarding & wakeup call
4 If our product may not suit you, we
suggest you other similar options such
as Cabins or Sleepbox if it match better
your needs.

11. Accomodation
• Standard
•Premium
•Architecture and
design seminars
•Web page YOTEL
•Our own specialized
travel agency
•Yotel mobile
application
•Others web pages:
-Rumbo
-Booking
-Trivago
-Atrápalo….
The prices are
between 75£ and
110£ depending of
the season and the
demand.
Payment conditions:
23% comission per room due
to the end of every month.
-Airportshuttles.com
-Tripadvisor.com
- Specialized Social
networks
(www.archilovers.com)
- Tecnology
, architecture and
design magazines.
- Appear in the bolletin
board of architecture
and design of
universities and
associations

12. PEST
Social and
techonological
issues
Triangle
We found an issue, we
studied how it affected us
and we reacted!
Architects and
designers segment
4P´s
PROMOTION
IT IS ALL RELATED!!!

13. S2, S3 or My Own
123???
Innovation
Standardization
S2
S3
My Own 1,2,3
X?

14. Our main
TARGET???
To become
“My Own
1,2,3”!!!
Innovation
Standardization
How?
-Focus on designers and architects 
S2
SEGMENT
-Create our own Specialized Travel
Agency
Become intermediaries of our products
and other products for this segment with
or “Quality Certificate”
S3
-Create value in design and architecture
My Own 1,2,3

15. Your bed and your seat
have never been so close
Booking per hour
GO GREEN !!
SUSTAINABILITY
ENVIRONMENTAL AWARENESS
Innovation in design and
architecture
State of the Art Hotel
Highest level of general
developmentand ultimate
technology

16. 4 P’s
Segment
New
New
Differentiation
Same
Product
Same
Architecs and
designers
+
Architecture and
better use of
space seminars
PRODUCT:
Seminars
PRICE:
PACKAGES:
Seminar + room
price
PLACEMENT:
Our website
Architecture and
design
schools, magazines
and websites
PROMOTION:
Our website
Architecture and
design channels

17. -
Popularity Index
+
Margin
+
S1 Generic
S2 Specialized

18. -
Market Share
+
Growing
Rate
+
S1 Generic
S2 Specialized
Competition is
coming!
Sooner than later
WE ARE GOING TO
KEEP OUR
POSITION BY…
-Constant
innovation
--Promotion inside
our segment
--Tracking the
evolution of the
architecture and
design market
-Differentiation with
the future
competition

19. +
Complex
-
Dynamic
+
“Everything is constantly changing. To stay on the
market we have to keep innovating, fighting
competition”

20. WHAT IF….
+
Probability
-
+
Impact
-
WE HAVE COMPETITION!!!

21. We are pioneers and innovators
in a new system of interior
design.
We need to stay updated and
have a strategy against the
coming competition
PLACEMENT:
Our own specialized travel
agency.
Our website
PRICE:
Keep our prices but
offering MORE. We are
not a low-cost
PROMOTION:
PRODUCT:
Architecture and design
schools, magazines and social Last technology rooms
and value in
networks.
Through our airlines alliances architecture and design
Seminars
and loyalty club