Our aim was to create a children’s club for Alua Hotels, to present its customers with a unique and different family experience based on the company’s values and experience in the tourism sector.
Alua Hotels & Resorts.
Alua is a young hotel chain with a vocation for the acquisition and management of hotel establishments. With the intention of focusing on the Spanish holiday market, it concentrates its activities on the Balearic and Canary Islands and the Mediterranean coast.
The chain offers modern, unique and fun beachfront holidays. It creates welcoming atmospheres by refurbishing hotels and repositioning them in the market. It flexibly designs a customised solution for each hotel and differentiates itself in each of the markets in which it operates.
Aware of its customers’ expectations, Alua works to innovate and implement the tools and resources necessary to understand their preferences and needs and keep up to date with the best customer service practices in order to reinforce its reputation and positioning in the market.
In recent years the tourism market has experienced a saturation of the sector, which has also conditioned the experience of the consumer when looking for their next holiday destination. Customers used to opt for hotels that were close to the location where they wanted to spend their holidays and had interesting offers, whereas nowadays travellers are looking for experiences that add value to their choice of holiday. Therefore, little by little, the hotel sector has been transforming the way it sells its offer, from creating more activities for customers in the establishments, to changing the way it sells this offer. That is why today they are opting for strategies that generate emotions in customers, that connect customers with the values of the hotel brand.
One of the segmentations in which there is most competition is the hotels for families. The difficulty lies in trying to convince adults that the hotel establishments have what it takes to guarantee an ideal holiday for them and the children in the family. Hotels that are able to offer family holidays, therefore, opt for different marketing strategies in order to reach this kind of consumers with their brand.
The family experience was also found in Alua Hotels, specifically in two of its sub-brands, Alua Sun and Alua Village. Alua Sun was focused on a fresh and fun relaxation experience by the sea and accessible to all members of the family, while Alua Village was a line dedicated especially to families, with remodelled establishments, rich gastronomy and the application of the latest technologies in its facilities with every member of the family in mind.
Apart from selling the experience of relaxation, Alua wanted to convey to its customers its interest in offering a fun and refreshing experience focused on the youngest members of the family. Alua was interested in offering fun and innovative activities that would be one of the main attractions of the family offer in the sector. At the same time, Alua wanted to transmit the years of experience in the hotel sector of its founders, which had already been defined in its values during the creation of its brand, and which are undoubtedly a differentiating feature of the chain in the tourism market.
Therefore, Alua’s challenge was to present a unique family experience that, together with the company’s identity and values, would manage to create a strategy to generate emotions in consumers and create a link between the Alua brand and the customers who choose its hotels for their family holidays.
The children asked questions and made assumptions about the history and habits of the Astro Family. They talked about the language the family used to communicate or the reason for their visit to Earth. Reflections that introduced the children fully into the universe of the Astro Family, incorporating everyday habits into it.