Essay
Essay Recreation & Hospitality (RHCC-01)
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For the subject create your own company we had to do research to create a business proposal with the BMC (Business canvas model). We got an 8 for this.
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Jana Zengerling182378
Timothy Lange
182677
Noortje van Campenhout
182266
Creating Company Block 6
| 2020
,Table of Contents
Introduction.......................................................................................................................2
Customer segmentation ..............................................................................................................3
Value proposition ........................................................................................................................3
Meaning & importance for hospitality industry ...........................................................................4
Key activities................................................................................................................................6
Key resources...............................................................................................................................7
Key partners.................................................................................................................................8
...........................................................................................................................................8
Marketing & Distribution Customer relations...............................................................................9
Distribution channels..................................................................................................................10
Finances...........................................................................................................................11
Costs...........................................................................................................................................11
Revenues....................................................................................................................................13
Idea Generation:.........................................................................................................................17
Restaurant.....................................................................................................................................................17
Bleisure Hotels: ............................................................................................................................................17
Drive in cinema: ...........................................................................................................................................18
Appendix II.......................................................................................................................20
Felix, german business traveler persona.....................................................................................20
Appendix III......................................................................................................................21
Business Model Canvas...............................................................................................................21
Appendix IV......................................................................................................................22
1st draft value proposition...........................................................................................................22
Statistics & Figures.....................................................................................................................23
Appendix VI Further References & Sources........................................................................24
Pitch Text:...................................................................................................................................24
Porter’s 5 Forces:........................................................................................................................25
Customer Intimacy Measurements:............................................................................................26
Bleisure Travel Survey & Outcome....................................................................................27
References........................................................................................................................34
1
,Introduction
This report has been written to show an in-depth explanation of our final business model
canvas (BMC) about our business idea. In order to contribute to a continuous improvement
and innovation within the tourism industry, we compiled global trends and developments
with the interests of millennials to create a company that will be sustainable and lucrative in
the long run. Through the elements of the BMC it will be clarified how our hotel “AtEase”
will work on the front and deep end to guarantee a value fit to the customer segmentation.
The intended experience of our hotel focusses on the “bleisure” aspect. Meaning that we
want to contribute to give our guests the possibilities, the ease and ambience of finding the
right balance between work and leisure activities while on a business trip. How we are going
to do this? We will take a closer look at the elaborated BMC elements, substantiated with
statistics, facts and a survey in the appendix and several worked out BMC’s in order to
create valued and innovative experience within the industry.
Company value:
2
, Customer segmentation
Steps we took to find the customer segmentation was first focusing on problems that
business travelers are facing these days, such as physical and even psychological struggles
(Sheivachman, 2018). Second, it is necessary to find out who accounts to the biggest portion
of business travel. Compared to baby boomers, Millennials are the rising road warriors
(travelperk, 2020). Moreover, it was decided to focus on the western European market as
market segmentation and to place a hotel in the city of Amsterdam, which is considered to
be a travel and business hub (see Appendix V). Statistics have shown that the British and
German business traveler account to the most incoming business trips to the Netherlands.
Diving deeper into who the millennial business traveler, it was conducted:
The millennials, also known as digital nomads, account for 27% of the world’s population,
making it the biggest living generation and workforce. Millennials are considered to be the
most “powerful and influential consumer group the world has experienced” (Farazad,
hospitalitynet, 2019). They value travelling, experiences and technology (unknown, 2020).
Millennials take 7.4 business trips a year and 78% make time on their business trip for some
leisure activities (condorferries, 2020). According to Forbes magazine, 75% of millennials see
business traveling as a major work incentive and 65% indicate it is a status symbol
(Goldstein, 2018).
The modern business traveler:
Occupies a position in managerial positions (head of department, CEO – senior
positions)
Service & technology sector
Need for flexibility with itinerary & value convenience (51% had to make changes to
their travel plans)
See Appendix II for our full persona description of “Felix – the german business
traveler”
Focusing on the german market there has been a continuous growth of business trips
through ten consecutive years (see 3. Appendix IV). Between 2017 and 2018 there was an
increase of 7.8% of german business trips to the Netherlands. In total there were more than
500,000 german business travelers in the Netherlands in 2018 (see Appendix V).
These numbers and statistics give an indication that there is a huge and lucrative market.
The hospitality sector needs to act upon the changing mindset and accommodate the new
needs and demands of the modern business traveler. Therefore, it can be concluded that:
“AtEase” - is a bleisure hotel for the niche market of german business travelers. More
specifically, between the ages of 20-40 years of age.
Value proposition
3
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