Case | HBS Case Collection | February 2011

Barceló Hotels and Resorts (A)

by John T. Gourville and Marco Bertini

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.

Keywords: Advertising Campaigns; Decision Choices and Conditions; Price; Brands and Branding; Marketing Strategy; Corporate Strategy; Accommodations Industry;

Citation:

Gourville, John T., and Marco Bertini. "Barceló Hotels and Resorts (A)." Harvard Business School Case 511-108, February 2011.