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  • February 2011
  • Case
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Barceló Hotels and Resorts (A)

By: John T. Gourville and Marco Bertini
  • Format:Print
  • | Pages:29 
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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.
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About The Authors

John T. Gourville

Marketing
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Marco Bertini

Marketing
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More from the Authors

    • January 2021
    • Faculty Research

    Pearson: Efficacy 2.0

    By: Elie Ofek, Marco Bertini, Oded Koenigsberg and James Weber
    • December 2020
    • Journal of Retailing

    Consumer Reactance to Promotional Favors

    By: Marco Bertini and Aylin Aydinli
    • November 2020
    • Faculty Research

    Holaluz: Taking on the Spanish Energy Market

    By: Elie Ofek, Marco Bertini, Oded Koenigsberg, Elena Corsi and Emer Moloney
More from the Authors
  • Pearson: Efficacy 2.0 By: Elie Ofek, Marco Bertini, Oded Koenigsberg and James Weber
  • Consumer Reactance to Promotional Favors By: Marco Bertini and Aylin Aydinli
  • Holaluz: Taking on the Spanish Energy Market By: Elie Ofek, Marco Bertini, Oded Koenigsberg, Elena Corsi and Emer Moloney
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