Proiect in Grup Candrea

University of Transilvania, Brasov
Faculty of Economic Sciences,

Business Administration,
Year 3, Group 8812
Royal Fortress Hotel

New tourism business in Brasov
Coordinating teacher: Lecturer, PhD. Adina Nicoleta Candrea

Students: Niculescu Dana
Pamint Mihai
Szoke Marius
Royal Fortress Hotel new tourism business in Brasov
Table of Contents
I.
General Information.......................................................................................................................3
Location.............................................................................................................................................3
Name and logo...................................................................................................................................4
Motto, Vision, Mission Statement, Goals...........................................................................................4
Organizational Chart..........................................................................................................................5
Independent Hotel..............................................................................................................................6
Hotel Departments..............................................................................................................................6
II.
Competitive environment...............................................................................................................6
III. The companys tourism products and services. Departmental Organization...................................8

1.
The Rooms and rooms departments............................................................................................8

a)
Front Office Department.........................................................................................................9
b)
Floor Plan.............................................................................................................................11
c)
Housekeeping.......................................................................................................................12
2.
Food and Beverage Department................................................................................................13

a)
Fortress Restaurant...............................................................................................................13
b)
Lobby Bar.............................................................................................................................14
c)
Kitchen.................................................................................................................................16
3.
Health and Wellness Center Department...................................................................................18

a)
Thermarium Area..................................................................................................................19
b)
The SPA................................................................................................................................20
c)
Fitness Centre.......................................................................................................................21
IV. Market segmentation and target customers....................................................................................21

Market Segmentation........................................................................................................................21
Target customers...............................................................................................................................22
V.
Price, distribution and promotions of the companys tourism business services and products......23
Prices for rooms...............................................................................................................................23
Distribution and reservations............................................................................................................24
Hotel Promotion...............................................................................................................................25
Touristic packages............................................................................................................................27
VI.
Accounting...............................................................................................................................28
VII.
Development opportunities and sales forcast for the next 5 years............................................30
References............................................................................................................................................31
Appendices...........................................................................................................................................32
I.
General Information
Location
In Romania, as most people say, one of the most beautiful cities is Brasov. According
to Parghel (2013) in Monitorul Express, Brasov is the most visited city from the center
region of the country, attracting more than 45% of the tourists coming to this region.
Moreover, the statistics show that in the first five months of 2013, Brasov welcomed 30%
more tourists than in the same months last year.
This is why the hotel in which we are going to invest will be located in this amazingly
beautiful city, full of history and touristic attractions (See Appendix 1). Therefore, a
possibility of investing in a hotel appeared once we found out that one of the signatures of
Brasov was for sale: The Brasov Fortress or The Citadel Cetatuia. Located on the
Schlossberg Hill (See Appendix 2), the fortress has a rich history: according to Brasov Tourist
Guide, The Fortress was built in 1524, then destroyed by Petru Rares in 1529, rebuilt and
added four bastions, which afterwards becomes a military prison and remained in this state for
many years. During communism, it became another kind of prison: its role was to jam the
radio so that the citizens could not hear the radio broadcasts that were not accepted by them.
According to Realitatea.net, after 1975 the citadel is restored in the medieval style, with
cannons, weapons and knights in armor. Two restaurants, a cellar and an 81 meters well
started attracting tourists. Moreover, The Fortress is strategically overlooking the town and
the plains to North [] (Brasov Travel Guide), which would offer any tourist some of the
most beautiful views on the city. Imagine being accommodated in a room full of history,
keeping its atmosphere through the vintage furniture, waking up in the morning, looking on
the window and seeing the beautiful Brasov or having a walk in the evening on the paved
roads lighted by street lamps around the fortress. In our opinion, this place should be bought
and valued at maximum.
Therefore, our plan is to buy The Brasov Fortress (See Appendix 3), which was
estimated at around 5 million Euros, and start a restoring process in the way of becoming a
hotel. According to Dinica (2013) in Buna Ziua Brasov, the fortress suffered only minor
restoring actions since 1981, which is the reason why the exterior walls are degraded.
However, there were some actions took to improve the visibility of the citadel: 2 years ago the
access roads were enlarged, many trees were cut and the architectural lighting was built (See
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Appendix 4). All these are making it visible from the city center, from the Tampa Mountain
and from many other parts of the city.
Moreover, because it is a symbol of Brasov, full of history, the tourists, even the ones
that are not intending to accommodate in our hotel, can come inside and enjoy a tasteful
traditional meal sightseeing the city, walk around the fortress and throw a coin in the fortunebringing well.
Name and logo

It was critical to choose a name that would bring us market share and that would make
a tourist look on our webpage and choose us. The name of the hotel had to inspire history,
luxury and have a certain impact on anyone hearing it. The name should make any tourist
think of a hotel built in a fortress, so that it draws its attention. Therefore, we wanted to keep
the name fortress, and attach to it something that would inspire luxurious rooms with
attention to detail. Royal was the perfect word because Brasov, as called in the past
Kronstadt (The Crown City), is represented in the logo by a crown. Royal is also making you
think to a king, a crown, a castle, something luxurious, expensive and worth seeing. This is
how the Royal Fortress Hotel got its name.
Then, the logo, of course had to include some elements from the logo of Kronstadt
(Appendix 5), firstly because this fortress is a symbol of Brasov, and secondly because the
crown is a symbol of the hotel and of the word royal. We have created the logo in Adobe
Photoshop CS3, by putting a royal crown above the initials of Royal Fortress arranged
together as in a mirror (See Appendix 6).
Motto, Vision, Mission Statement, Goals

Motto: A refuge from your home life in a luxurious place full of history
Vision: Royal Fortress Hotel will be valued as a symbol of Brasov, not only as a wellknown touristic attraction in Romania, but also as a perfect place to spend memorable life
events.
Mission Statement: Royal Fortress Hotel is aiming to exceed the guests expectations
by offering them a memorable stay in a place full of history, luxury, attention to detail and
willingness of being to the guests assistance at every moment of their stay. Every employee
will be treated as part of a family, with dedication, the same as a guest. Therefore, the hotel
will become a true symbol of Brasov, a place visited by tourists around the world.
Goals:

To reach an average occupancy rate of 45% in the first three months from opening;
To reach the 100% occupancy rate in the first 6 months;
To have a profit of 5% in the first year;
To cover the expenses of building the hotel in 8 years.
Organizational Chart
The organizational chart was made with SmartArt option of Microsoft Office Word
and saved as an image in order to be larger. It presents the hierarchy in the company, from the
general manager (above whom is only the owner of the hotel) to the management level and
the line-entry employees.
*The Security of the hotel will be ensured by an exterior company that we will have a
contract to, this is why it is not included in the chart.
Independent Hotel
Even though there are not too many franchise hotels in Brasov, choosing to affiliate to
a franchise would not give us the freedom of creating this unique symbol of the city. Royal
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Fortress is not just any hotel, is a hotel built inside a fortress, so designing it in a certain way
to maintain its history and ambiance was a must. Being independent, any changes and
improving measures can be taken without having to receive the allowance from the franchise.
Hotel Departments
Royal Fortress Hotel is a small hotel, featuring only 24 rooms; therefore the number of
employees, managers and departments is not the same with a 200 rooms property. However,
there have to be managers for every department so that all the line entry employees have a
leader, someone to report to and someone that can help them whenever they feel the need.
The Royal Fortress Hotel is offering:
-
24 Luxurious Rooms
One restaurant with both traditional and international cuisine, also having a terrace
sightseeing the old city;

One bar, to which a terrace bar is added from May until October;
A Health and Wellness Center with a Thermarium area, a SPA, an inside Swimming
Pool and a Fitness center;
II.
Competitive environment
In order to have a concrete discussion about the competitive environment, we found it

properly to make a SWOT analysis of the business, because with this analysis we can see
better which are the main competitive threats for our hotel.
Strengths
Some of the most beautiful views on the city, from all the rooms and from the
restaurant terrace;
Attention to details and to the guests needs, being a small hotel;
Luxurious rooms, two of them having a personal SPA;
Large parking space near the entrance;
Medieval atmosphere and the feeling of being in another time;
Location: short distance to the city centre, 2km if driving by car, or 500 meters by foot
going downstairs to the Central Park;

Uniqueness of a hotel built in a Fortress.
Weaknesses
A little bit difficult way from the main street to the Fortress, because the streets are
still narrow, the curves are tight and there are a lot of small and one way streets; we
are going to outdraw this by putting signs with the direction of the hotel at every
intersection, so that we can direct the drivers;

Difficult, narrow roads for buses with tourists.
Opportunities
Growing percentage of tourists coming to Brasov;

Just one other 5 star hotel in the area (except from Poiana Brasov).
Threats
Many business people are travelling to Brasov, and the hotel is losing the revenue
coming through this market;

Competition:
Kronwell Brasov Hotel: is a new 4+ star hotel, offering a large conference
center, latest technology for business people, but also targeting the leisure
travelers. This is the largest threat for Royal Fortress Hotel. However, it is not
located in the city center, it has no pleasant views or landscapes from the
windows, it is placed in a crowded, loud area and it offers another style of the
rooms.
Aro Palace: is the other 5 star hotel in the city, and it is positioned right in the
city center, having a beautiful view over the Central Park. However, the hotel
had many negative reviews and people know that is an old hotel, not satisfying
the modern guest.
Ambient Hotel: is a 4 star hotel, again positioned closer to the city center than
the fortress. Still, it is targeting more the business people and it is not offering
the views our hotel is offering;
In order to better show the differences between the Royal Fortress Hotel and some
competitive hotels, tables with the SWOT Analysis from Kronwell Brasov Hotel (Appendix
7) and Ambient Hotel (Appendix 8) are attached in the appendices chapter.
III. The companys tourism products and services.

Departmental Organization
1. The Rooms and rooms departments
Luxury in a unique and intimate setting, attention to details, willingness of being to the
guests assistance and creating memorable stays are defining Royal Fortress Hotel. We will
have a total of 24 rooms, all of them being designed in a medieval, but luxurious style.
Moreover, all the rooms feature Perfect Sleeper Serta Mattresses, hypoallergenic linen, towels
and bathrobes, Espresso Machines, Pillow Menus, Minibar, Wine Collection, Premium
Ecological Bathroom Amenities, Floor heating in the room as well as in the bathroom,
dimming lights, high power hairdryer, anti-fog bathroom mirror, all these offering the guest
the comfort it doesnt even expect. Moreover, the technology in the room will be represented
by a large Smart TV in the Room, masked in the furniture, which offers access to internet and
a Wireless Keyboard to navigate on. Also, the guest can connect any device, from
Smartphone, to laptops or photo cameras, to a Media Hub connected to the SmartTV, in this
way being able to see all the media content on the TV.
From the 24 rooms, we will have:
10 Standard Rooms, at 35 square meters, offering all the basic facilities stated above
(See Appendix 9);

8 Superior Rooms, having 40 square meters, which offer quality space, a glass
walled a bathroom with the possibility of covering it with wood panels;

4 Junior Suites, at 50 square meters, offering a large room sectioned in two, so there
is a bedroom connected to a living room. This Suite is still thought as a double room,
but it offers, especially to couples, a place to enjoy the day in the living room, in front
of the fireplace, drinking some quality wine and enjoying the beautiful view of the
Tampa Mountain and the old city;

2 Royal Suites, offering 125 square meters, are located in the center of the Fortress.
The Suites are each placed on three floors, with an interior stairway, presenting 50
square meters at the top two levels and 25 square meters at the ground floor. The top
floor features the royal bedroom, with the extra-large King Size bed, of 200x200 cm,
the SmartTV and the desk with the Media Hub (See Appendix 10), whereas at the
medium floor will be the living room (See Appendix 11). It offers again a large couch
facing a fireplace, a bookcase and a romantic atmosphere. At the lowest floor, the
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guests can completely relax in their own private spa, which again offers a very
intimate environment, having a Finnish sauna, a salt cabin with pink rocks from
Himalaya and a refreshing Jacuzzi (See Appendix 12).
The Standard and Superior Rooms are facing the new city of Brasov (See Appendix
13), whereas the Junior and the Royal Suites are showing the beautiful old city with the
Tampa Mountain (See Appendix 14). They are also seeing inside of the walls of the fortress.
Rooms division normally includes the following departments:
Front Office
Reservations
Uniformed Services
Housekeeping
But because Royal Fortress Hotel is only a 24 rooms property, there will be some
changes in the Rooms Division Structure:
There is no need of having a Rooms Division Manager, each department will have its
own manager that reports to the General Manager;
The uniformed services will be under the Front Office Department, therefore
reporting to the Front Office Manager;
The reservations are also going to be handled by the Front Office Department.
a) Front Office Department
The Moment of Truth is one of the most important aspects in a guests stay. If the
guest is welcomed with a genuine smile from the moment he entered the parking lot, he is
helped with the luggage by the bellboy and assisted to the Front Desk, where he is again
welcomed by a fresh smile and checked-in with no problems, the guest is already having a
memorable stay. He also might overlook any small problems that he may encounter on the
way to his room or in the room. On the other hand, if the guest receives mumbled greetings,
lack of eye contact and delayed service, in other words, he is mistreated; he will find a
problem in any small thing that happens to him. He might complain, write negative reviews
on the internet and tell everyone not to come to that hotel. Having these into consideration,
the Front Office Department is crucial in the guests moment of truth. Its staff is the first one
that the guest sees; it is the first contact with the hotel. This is why the front office staff has to
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be perfectly trained; it has to know every corner of the hotel and everything that happens in
the hotel, because the guests are always asking at the front desk if they have any questions.
Another important aspect is that the Front Office Staff has to know how to handle complains.
The fact is that when a guest complaints, his opinion on the hotel and his level of happiness
decrease, but in the moment when the hotel staff is handling the complaint well and is
offering the guest something, like an extra-free night, a surprise bottle of Prosecco in his room
or a free upgrade of the room, the level of happiness of the guest is actually increasing more
than it would have been if the guests stay was perfectly normal.
Front Office will be placed nearest to the entrance in the fortress, a little bit on the
right (See Appendix 15). It will have some stairs at the entrance, but also a disable access
platform, and then big wide doors. Entering the hotel, the atmosphere will be historical,
luxurious, offered by the ambiental music, all the furniture and the medieval, luxurious
design. The predominant colors will be brown and red; there will be a wooden desk with two
stations, on the corner, with high-quality electric candles on it, and a big chandelier on the
ceiling (See Appendix 16). It will have a connection the Lobby Bar, a lounge where guests
can sit on large, leather, brown and red sofas, have quality drinks and cigars from the bar (See
Appendix 17 ).
b) Floor Plan
10
According to the Royal Fortress Hotel floor plan above:

-
Entering the hotel, the Front Office, with connection to the Lobby Bar and a small
bathroom, can easily be seen a little bit on the right (Appendix);
From there, depending on what room the guests are staying in, they can go to the
Rooms Entrance or to the Suites Entrance;
The Standard and Superior Rooms are having a view on the forest, whereas the
Junior Suites are sightseeing the new city and the Royal Suites the old city;
In the center there is a Relaxing Area with benches, flowers and the famous fortunebringing well;
The restaurant and the kitchen are on the bottom left, where tourists that are not
accommodated in the hotel can also try our specialties;
The storage room for the F&B is located near them, above the terrace on the plan;
Then, the restrooms are available for both the guests and the tourists;
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-
On the top left, the banqueting area is located, with an inside hall and an outside
terrace; all kind of events, weddings and celebrations can take place here; they are
located in this part of the fortress because being too close to the entrance might be
disturbed by all the traffic; moreover, they are also close to the restrooms and the
storage room;
The offices and Laundry are placed at the top of the plan, because the employees
dont need any special views on the city, and also because, again, there is not that
much traffic;
The summer bar terrace is going to function only between May and October, during
nice weather, otherwise it will be just another place to admire the beautiful city;
The Health and Wellness Centre is sectioned as following: the Fitness Center is
located near the entrance on the right, sightseeing the city, the Thermarium Area and
the SPA Therapies and Massages Rooms are located on the right of the plan;
The last but not least, there is another place to sight see the beautiful city from the
terrace located on the bottom right of the plan, a terrace with benches, flowers and a
beautiful fountain.
c) Housekeeping
Even though the housekeeping attendees are usually not seen at their actual value, they
are actually extremely important. If the hotel is not clean, the rooms, bathrooms, restaurant,
restrooms or any exterior spaces the guests are not coming back for sure. Moreover, lack of
cleanliness in the restrooms or in the kitchen can offer prosperous conditions for bacterial
infections, viruses or mold, which can affect the property in a serious legal manner.
Therefore, the housekeeping staff will be well-trained, and the manager and assistant
manager will always inspect all the places and coach their employees. The hotel is also
offering Turn-down and Laundry Services. The Turn-down Service is usually offered in highclass hotels. The guests will come back to the room after they had a pleasant dinner and find
the bed prepared for sleeping, dimmed lights offering a special atmosphere, empty trash bins,
new amenities and a fresh smell in the room.
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2. Food and Beverage Department

a) Fortress Restaurant
Royal Fortress Hotel offers guests the main restaurant, in the same style with the hotel,
medieval theme mixed with luxury and royalty. The restaurant will also have a terrace, as it
used to have until now, from where the old city and the Tampa Mountain can be seen (See
Appendix 18 for how it looks now). As it was mentioned before, not only the hotel guests can
have a delicious meal in our restaurant, but also any tourist coming to visit the fortress. In this
way, we are encouraging tourists to see this beautiful symbol of Brasovs history, trying to
appreciate it at its true value. Moreover, this would be another good source of revenue.
The restaurant will cover 82 seats inside and 46 seats outside. There will be tables of
four and two seats, with the possibility of putting them together to create bigger tables with
more seats. Normally, there will be 15 tables of 4 seats and 11 tables of 2 seats inside, and 8
tables of 4 seats and 7 tables of 2 on the terrace. For every 10 tables, there will be a
sidestation. Therefore, there will be three sidestations inside of the restaurant, one near the
entrance, one in the middle and one opposite to the entrance, near to the kitchen. For the
terrace, there will be two opposite placed sidestations.
Fortress Restaurant Staff
- Restaurant Manager
- Assistant Restaurant Manager
- 7 Restaurant Servers
- 3 Bartenders
Design
The Fortress Restaurant will respect the style of the hotel and of the fortress, offering
medieval style, luxury and good taste. The predominant colors will be brown and gold, blend
in a harmonious design of the tables, chairs, paintings and decorations (See Appendix 19).
The atmosphere will be cozy, pleasant, again giving the guests the feeling of being in another
time, out from their mundane life. The lights will be dimmed once it starts to get darker
outside, in order to create an intimate atmosphere but the bright natural light will be used
during the day to give the feeling of freshness. The medieval, ambient music will be present at
a low volume, just enough to complete the atmosphere and let guests hear themselves without
having to raise their tone.
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Menu
The Fortress Restaurant features both traditional and international cuisine with finedining touches. Because also the tourists (the ones not accommodated in our hotel) will also
be able to have a meal in our restaurant and taking into consideration that they might not have
the same financial resources as the guest that are accommodated in our 5 star hotel, we will
also have dishes with appropriate prices in order to satisfy everyone. Therefore, the
Traditional Menu will have medium prices, whereas the other menu will be Fine Dining Menu
in order to delight our most sophisticated guests.
Service
Guests can start their day having breakfast in the Fortress Restaurant from 7:00 a.m. to
10:00 a.m. and choose from the rich, delicious buffet whatever they want. For Lunch, Dinner
or any other meals guests and tourists can discover the high quality la Carte service, being
able to choose between the traditional dishes or the extravagance of any fine dining meal,
between 10:00 a.m. to 1:00 a.m. Restaurant servers will be well trained, knowing what to
offer the guests if they are not decided, knowing what ingredients each dish has, in case of
any guest is allergic to some ingredients and knowing how to transform an ordinary dinner
into a memorable event.
Moreover, being aware of the fact that many guests smoke, the restaurant will have a
split side for smokers with 30 seats, with the possibility of smoking at any table on the terrace
during summer time. Inside, the ventilation system will be of high-quality, absorbing the
smoke perfectly so it does not affect the guests.
b) Lobby Bar
Besides the Fortress Restaurant where guests can enjoy a special meal, and besides the
bar located in the restaurant, the Lobby bar is located right near the Front Office. Here, guests
can have a drink before or after their stay in our hotel, they can wait until they can be
checked-in or they can enjoy the cozy atmosphere. The tourists that are not accommodated in
the hotel are nicely invited to the Fortress Restaurant, because we prefer to allow only our
guests to relax in the Lobby Bar, taking into account the fact that is does not offer to many
seats and too many people might interrupt the silence and pleasant atmosphere that we want to
create.
14

The design is again one with good taste, high quality materials and furniture, with
touches of luxury and royalty. The predominant colors are brown, from the dark colored wood
of the tables, floor, from the dark leather sofas and chairs and dark red (See Appendix 20).
Guests can enjoy a comfortable stay here, have a high-quality cognac or whiskey and
smoke a good cigar. The menus offered are the same with the Beverage Menu and the Wine
List from the restaurant, but cigars can also be bought from the bar. The schedule for the bar
is from 10:00 a.m. to 8:00 p.m.
Lobby Bar Staff
- Bar Manager
- Assistant Bar Manager
- 2 Bartenders
- 2 Bar Servers.
Equipment
In order to work effectively and promptly, employees need high quality equipment,
that responds fast, that cannot be damaged easily, and for the comfort of the guests, that is not
too loud. The Lobby Bar is equipped with:
POS System
Bar stools
Ice bin
Ice Scoop
Liquor well
Blenders
Frozen drink machine
Cocktail shakers and strainers
Speed bottles
Pour tops
Garnish bins
Glass racks
Corkscrews
Bottle opener
Paring knives
15
Cutting boards
Glass mats
Ice buckets marked for Ice Only
Ashtrays
Washing racks
Hand sink
Soap/sanitizer dispenser
Paper towel dispenser
Sanitizer buckets
Cleaning rags
Rubber floor mats

The glasses are very important for the guests; except for the visual effect, many drinks
are supposed to be served in certain high quality glasses because the flavor is improved,
strongly felt and kept there.
Wine glasses
Jiggers
Shot glasses
Pilsner glasses
Pint glasses
Champagne glasses
Martini glasses
Brandy snifters
Highball glasses
c) Kitchen
The kitchen is located right near the restaurant, opposite to the entrance of the
restaurant.
Kitchen Staff
The kitchen staff is extremely important because even if the restaurant servers are
doing the best, are offering high quality service, if the food is not properly cooked, it doesnt
16

have the proper taste or the proper temperature, the guests are not coming back. Moreover,
everything has to be more than proper, it has to be spectacular, much above average. The
guests expect to have 5 star products, expect value for money and if they dont get these, they
are not coming back and they are always telling their family, friends or relatives that this was
not a good restaurant. Moreover, the guests that are also accommodated in the hotel can be
affected if their meals are not pleasant and they dont like the food. Becoming a loyal guest
can be influenced negatively because of the restaurants food.
Therefore, the kitchen staff, and especially the chef, has to be very good trained, with
good working experience and will of offering guests a good meal.
Executive Chef
Sous Chef
4 Line Cooks
2 Pastry Chefs
2 Dishwashers
Kitchen Equipment
As in the bar, the equipment has to be of high quality and sufficient for the employees
to work effectively:
Range
Oven
Grill
Deep-fryer
Work Tables
Sinks
Dishwashers
Reach-in cooler
Walk-in cooler
Freezer (either a chest, upright or walk-in)
Fridges (for different items, such as vegetables/fruits, chicken meat, pork meat,
fish)
17
Saut pans
Stock/soup pots
Sauce pans
Baking sheets
Baking pans
Tongs
Spatulas
Ladles
Chefs knives
Mixing bowls
Plastic inserts for coolers
Steam table
Entre plates
Pasta bowls
Appetizer plates
Salad plates
Dessert Plates
Metal or plastic shelves for walk-in cooler
Cleaning Rags
3. Health and Wellness Center Department

Being a leisure hotel is important for the guests to have different activities during their
stay in the hotel. The nowadays modern lifestyle brings stress to everyone, which can
negatively influence our health or physical appearance. Therefore, a facility like a Health and
Wellness Centre offers guests a very good opportunity to relax and spend their time in a very
peaceful way. The center is offered by Wellness Laghetto, an Italian multinational company,
active in the pools and wellness centers [],known worldwide as a leading company in the
field (Wellness Laghetto Website) .
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Guests can choose to use our Thermarium Area, to improve their blood circulation,
respiratory system or just relax, they can choose from the massages that the SPA offers, either
therapeutic or relaxing, have a bath in the indoor swimming pool or work out in the wellequipped Fitness Centre. These are all accessible for guests every day from 10:00 a.m. to
10:00 p.m.
a) Thermarium Area
Finnish Sauna the dry (3-15%) and hot (80 to 100 C) sauna in the interior of a
wood cabin represents the Finnish tradition, assuring a beneficial treatment in which
toxins are eliminated, letting the skin breathe easier;

Steam Bath the high humidity (100%), warm temperature (50 C), completed with
chromotherapy and aromatherapy creates an unforgettable experience. Through the
benefits of the steam bath we find:

Toxins elimination;
Skin hydration;
Immune system stimulation;
Respiratory system strengthening;
Stress freeing;
Muscles relaxation;
Thalasso Cabin is the newest innovation from LAGHETTO, a salt cabin with pink
Himalayan rocks, extracted from a depth of over 1000 meters. The salt microclimate
has many benefits, like improving the respiratory system, curing the skin problems
and allergies;
Ice Cabin in sports medicine, ice was used to accelerate the muscles recovery, to
reduce their pain, inflammation and rigidity. Used after the emotional shower or after
the Finnish sauna, the ice from the cabin, applied directly on the body, improves blood
circulation and strengthens the immune system;

Emotional Shower it is more than a shower, it is a wellness program with chromo
and aromatherapy in which warm and cold water alternate in order to revive the body,
regenerate the skin offering it a good hydration level and to strengthen the circulatory
system. Guests can choose between different programs, like the tropical shower, cold
fog, chromatic bath or the aromatic shower;

Relaxing room every color, sound, aroma, material are meant to calm the senses and
create a great sensation of relaxation. The ergonomic shape and warmth of the chairs
give a pleasant sensation and the ambient music, the color changing, dimmed lights
19

are completing the atmosphere. Guests can also drink some water or tea and use
hypoallergenic towels.
Our Thermarium Area is offered at no extra cost for our guests, being included in their room
rate.
b) The SPA
Our SPA offers massages in well equipped, relaxing rooms as well as an indoor
Swimming Pool, again built under the famous brand Piscine Laghetto.
Some of the massages and treatments that we offer are:
-
Signature treatment: from A to Zen is a whole body 100 minutes massage, done by
two therapists who work in synergy in order to nourish and harmonize the body;
Facial treatments:
Purifier: the active complex, rich green tea extracts, Ghassoul
clay and sage extracts minimizes the pores, reduces irritations
and eliminates bacteria;

Rehydrator: an intensive and regenerating treatment for dry or
de-hydrated skin;
Advanced Lifting & Firming: meant to fight with the signs of
aging, trying to bring the skin tonus and firmness.
Body treatments:
Mineral body exfoliation: an exceptional scrub that combines

marine salts with essential oils to leave the skin smooth and
supple;
Therapeutic: for de-tensioning stiffen muscles and painful
articulations;
Volcanic rocks: the warm volcanic rocks are meant to relax the
body and activate the Chakras;

Anti-cellulite toner: an extremely effective massage that targets
the areas that are prone to cellulite and fluid retention.
These are just some of the massages that the guests can choose from. There are two
rooms for massages, every massage having its duration and price, all the information being
accessible for the guests at the SPA reception, where guests can also make the reservations for
the massages.
20

c) Fitness Centre
Guests can also work out in our beautifully designed fitness center, equipped with
latest technology and Cybex appliances. Guests can run on the tread mill, or run at the static
bicycle and watch movies, navigate on the internet or connect their smartphones to the small
TV connected to any cardio appliance.
Health and Wellness Centre Staff
-
Health and Wellness Manager

Assistant Health and Wellness Manager
2 SPA Receptionists
4 Massage Therapists
IV. Market segmentation and target customers

Market Segmentation
The hotel is going to be rated 5 stars, and it will aim only the leisure travelers. The
market segments are the tourists passionate about history and luxury. Their age range is
between 30 and 60, both women and men, located mostly outside Romania, in Western
Europe. A niche of this market segment is the couples, which are mostly targeted because the
hotel is offering a very romantic place to spend memorable events. This place is going to offer
all the guests the feeling of being in another era, in a quiet place, far away from all the
problems they might have at home.
The business market will not be targeted for more than one reason: first of all, the
space for any conference rooms might not be enough to accommodate too many business
people, and the space might be best used to create leisure activities for the leisure travelers.
The investment in any conference meeting room is very high these days and because the main
target market would not be the business one, we will be sure losing site in front of other
business hotels in the area, like Ambient Hotel or Kronwell Brasov Hotel which satisfy all the
needs of a business person. Having a Concentrated Marketing Technique, the market
segments that we target will be fully contented with what we offer them.
Target customers
21

The target customers are presented in the tables listed below.
Leisure travellers (1) Couples

1. Geographic
2. Demographic
2.1 Age
2.2 Gender
2.3 Average income
2.4 Marital status
3. Benefits sought
EU citizens
18 45 years old
Both Male and Female
Above average
Single/Married
quiet premises
candlelit restaurant
high-quality bedding
surrounding
attractions
Leisure travellers (2) Families

1. Geographic
2. Demographic
2.1 Age
2.2 Gender
2.3 Average income
2.4 Marital status
3. Benefits sought
EU citizens
Above 25 years old
Both Male and Female
Above average
Married
kid-friendly and
inexpensive restaurant
on-site play areas
surrounding attractions
additional amenities
V.
Price, distribution and promotions of the companys

tourism business services and products
22
Prices for rooms

As it is described earlier in this project, Royal Fortress Hotel offers 24 rooms: 10
Standard Rooms, which are all with King-sized bed, and they can be offered also for double
and single occupancy, 8 Superior Rooms, 4 Junior Suites and 2 Royal Suites. The rooms are
going to be sold at Rack Rates only when the occupancy rate is very high, during special
events which are taking place in Brasov or in the Fortress or when the requests for rooms are
very high.
Standard Room
Single
Double
Superior Room
Single
Double
Junior Suite
Single
Double
Royal Suite
320
120
140
135
155
170
190
Being a new hotel, we have to attract as many tourists as possible in order to gather
reviews and to raise awareness of the hotel. The rooms are going to be offered at special rates
in the first months, but more information regarding this is going to be detailed in the next
chapters.
During the first months, when the rates are going to be lower than rack rates, the
Average Daily Rate should be 135 . However, we expect to increase the ADR with 15%
after 6 months from opening.
Distribution and reservations

Being a small hotel, the Front Desk Agents are the ones that are taking care of
reservations, but only the Front Office Manager and Assistant Manager have access to the
reservation program, so only they can change number of available rooms, rates, access guests
credit card data or any other kind of information. Keeping all these systems updated is very
important because it is the easiest way for the guests to find out about new hotels, their
facilities, rates and offers. Having more distribution channels is crucial because different
guests use different channels and all of them have to find about Royal Fortress Hotel.
Reservation inquires come through the propertys reservation channel (Hotels website),
23

through the central reservation system and via a global distribution system (airlines and travel
agent networks).
Types of reservation
Guests can choose different ways of booking a room to our hotel, depending on how easy it
seems for them, or how they are used to book reservations. Therefore, the types of
reservations the guests can choose at Royal Fortress are:
a. Property-direct reservations
By phone: the easiest way and the most often one used by prospective guest; it is also
preferred because in this way the Front Office
Representatives can use selling
techniques, like upselling or down-selling in order to sell a more expensive room, and
they can also answer guests different questions, present the property and convince
-
them of the quality that we offer;

On site: some guests can also make a reservation at the Front Desk, sometimes for
their friends or relatives, or even the guests at check-out for their next stay;
By e-mail: sending e-mails directly to the hotel is a common practice for groups,
where the travel agency or the tour guide are writing important and detailed
information;
On hotels website: guests can choose to book a room on the property direct-website
especially after reading information on our website and looking at our photo gallery;
b. Indirect reservations
Channel Manager: Royal Fortress Hotel is using a Technology By Great Hotels of
the World Evolution which is designed to improve and simplify rate and
availability management across all channels (Evolution Distribution Website);
actually, it is an intermediate between the hotel and all the internet distribution
systems, changing the rates or any other kind of information;

Agoda
HRS
Hotel.de
LateRoomsn and others Internet Distribution Systems: represent all the websites
where guests can book a room at our hotel. The ones that we work with are:
Booking.com
Expedia
.
In such a competitive market, promoting our hotel is vital. Being a new hotel, raising
awareness with all kinds of marketing techniques is even more important. Royal Fortress
24

Hotel will hire a very experienced Marketing & Sales Manager, who knows exactly how to
sell the hotel in the best, effective way in order to attract as many guests as possible.
Hotel Promotion
We will start advertising our hotel with 6 months before openings, announcing the big
opening event. The hotel will be advertised as the newest 5 star hotel in Brasov, unique by the
fact that is built in a fortress. First advertisements will be through media:
-
In magazines, like Zile si Nopti, where we will be on the cover, for two weeks, every
2 months, and after opening, in each magazine that appears every week for three
months;
On radio, announcing the opening with 1 month before;
On Social Networks, Facebook will be the one on which the most efforts will be put,
as these days more and more people are using it;

On our website: a specialized company with experience in this field will create a
website for the hotel, highlighting all its features and benefits, using appropriate
themes and colors to reflect luxury and good taste of the hotel.
Because our target market refers more to foreigners, websites like Booking.com and
TripAdvisor will raise awareness of a new 5 star luxury hotel in Brasov. Once the hotel opens,
our goal will be to maintain the highest score in Brasov, being a recommended hotel and
earning the TripAdvisor Award of Excellence.
Moreover, we will contact many international travel agencies, because signing
contracts with them will for sure bring us customers. Directors and representatives from the
international but also national travel agencies will receive invitations for the hotel opening
and a complimentary one night stay in our hotel.
Publicity will also help us a lot, because of the fact that the hotel will be built in the
Brasov citadel, which was announced to be on sale. TV News will be interested in finding out
what is happening with the citadel, who bought it and which are the plans, so this free
advertising of Royal Fortress will be welcomed.
The way of promoting the hotel has to reflect luxury and a long history. It has to show
guests that they will feel like being in another time, a time of knights and ladies, but with the
accessibility of today. Royal Fortress Hotel will emphasize the fact that it is different from all
the other hotels in the area, that it offers exceptional quality of the service, materials and food,
that it values its employees and that guests will be welcomed in the hotel as in a family.
25

Because our target market is the leisure traveler, we will show the importance of
visiting the beautiful fortress of Brasov, and we will show the possibility of spending an
unforgettable stay in the luxury hotel built right inside the fortress. We will target couples by
laying emphasis on the intimacy and romance of our rooms and on the Royal Suites that we
have, on the fact that we offer many facilities inside of the hotel, like the SPA, Thermarium,
Fitness Center and Souvenir Shops, but also on the activities that can be made in the
surroundings. Because the visual element of the advertisements has a huge impact, portraying
couples is immediately targeting our niche.
Touristic packages
A good way of attracting guests is to give them the feeling that they found a very good
offer, which is not accessible to everyone. People tend to prefer things that they know not
everyone can have. This uniqueness can, for instance, be offered by stating that we do have
this package only for a certain period of time.
a. Just Married Offer
Couples who decided to take this big step in their lives will have the opportunity to
spend some specials days in our hotel. By booking three nights in our hotel, they will be
offered 30% discount to any kind of room, and a 40% discount to the Royal Suite. Moreover,
they will have a special fine-dining complimentary dinner in one of these nights, one free
whole body massage for each of them, and the chance to choose one free activity: horse
riding, Quad Bikes excursion, hiking or karting.
b. City Break
Because the hotel is a leisure one, and tourists tend to come here in weekends,
covering the weekdays can be done by offering a good deal. Booking at least two nights from
Monday to Friday will bring guests 10% discount for the Standard and Superior Room, plus a
free relaxation massage for two persons.
c. Royal Experience Offer
Because we want to lay emphasis on the luxury and uniqueness of our Royal Suites,
this offer refers to guests that have a good financial status. If they book the Royal Suite for 5
nights, they have one extra free night and if they book it for 7 nights, they have two extra free
26

nights. Moreover, the guests will have a complimentary bottle of Prosecco, a plate of
homemade biscuits and apples in their room when they arrive.
Furthermore, we will not sell the rooms at rack rates in the first few months, because
we need to offer approximately the same rates as the other 4 and 5 star hotels in the area. We
will first present the guests the rack rate and then tell them that we have a special offer this
month. The offer will refer to the rates that we will actually use for the first month:
Standard Room
Single 120
Double 140
Superior Room
Single 135
Double 155
Junior Suite
Single 170
Double 190
Royal Suite
320 270
74
86
88
99
119
135
The hotel is also trying to attract banqueting events, like weddings, baptisms or any
other celebrations. The bride and groom that will hold their wedding reception in our hotel
will be offered a complimentary night in the royal suite, with a romantic atmosphere in the
room given by the rose petals, red helium balloons, complimentary Prosecco and the specially
prepared in-room SPA, with candles, roses and aromatherapy.
Last, but not least, medieval events will be held in the fortress for tourists as well as
for our guests. Because in this way we want to attract more people to book a room in our
hotel, the events will last minimum 2 days, with different activities in each day. For instance,
we will have knights and ladies dancing and knights fighting with swords in one day, and we
will have horse shows and medieval music in another day. In this way, tourists might want to
spend a night in the fortress where all the activities are taking place, being there for all the
event days, only one step away from the show.
VI. Accounting
27

The Royal Fortress Hotel grand opening is set on 28 th May 2015. The preparations are
starting with 6 months before, once we start advertising it. All the team will be well-prepared
for the big event, will be given the exact schedule, all the information and will be answered to
all the questions. The Front Office Team and the Marketing and Sales Department will present
the hotel facilities and rooms, the Food and Beverage Department will serve the Canaps and
the beverages and every employee will have a role.
Even though certain important people will receive an invitation to attend this event,
any person willing to see the hotel and the renovated fortress is welcomed and will be given a
tour by one of our employees. The expected number of guests will be around 100, and will be
represented by media representative, officials and government representatives, local and
international travel agencies representatives.
The budget for the grand opening is estimated at 31 500 , and will consist of:
-
All advertisements which started 6 months ago, plus the print media from the event:
5000
Food and Beverage for the event: 4000
Wages for the employees that started training 1 month before the grand opening: 15
000 *
Professional fireworks: 1800
Other promotional costs 5700 :
Banners;
A gift bag offered to the invited guests: premium Zenology
Cosmetics box, agendas and pens with the Royal Fortress Hotel
name and logo, and a folder with promotional information about
the hotel, its facilities, its highlights and its touristic packages
and offers;
Special lightning and music for the banqueting hall and terrace.
*All the recruited staff that works at the opening is the actual staff that was hired to work for
the hotel. All the employees were recruited with at least 2 months before opening, and 1
month they come to the hotel for trainings. This last month before opening will be paid as a
normal working month. Having an average wage (in the first three months the salaries are
lower) of 1500 RON, and an average of 50 employees, the estimated costs are 15 000 .
28
VII. Development opportunities and sales forcast for the next 5

years
As we expressed in our goals, we want to reach an average occupancy rate of 45% in
the first three months from opening, to reach the 100% occupancy rate in the first 6 months, to
have a profit of 5% in the first year and to cover the expenses of building the hotel in 8 years.
Within the next five years, Royal Fortress Hotel will be the no 1 choice for international
tourists when it comes to stay in Brasov. We want to obtain the top position in high class
tourism services in Brasov and to be the most important competitor for future tourism
businesses. Royal Fortress Hotel will be a reference model for the other hotels in the area
because of its 5 star quality services.
In five years we want to dominate the hotels market in Brasov and, if everything will
be as we expect, probably we will open another restaurant/ lounge in the top of Tampa
Mountain, instead of the existing one which is not very good rated by its clients.
As powerful investors that we are, we expect to gain the authorities support for our
investing plans and we hope that the authorities will cooperate in order to develop the best
high class tourism services in the country. It is our dream to transform this city in a top
chosen location for families, couples or business travelling. It is difficult to forecast the sales
for the next five years because the market is continuously changing, but we have an optimistic
approach that our services will obtain customers trust. If we will realize the 5% percent profit
in the first year, then it is a certainty that the business will bloom.
29
References
Brasov Travel Guide [No date] The Fortress (Cetatuia) [Online][Accessed on 27.12.2013]
http://www.brasovtravelguide.ro/en/brasov/sightseeing/cetatuia.php
Dinca, I. (2013) SIF a cerut Primriei 5 milioane de euro pe Cetuia Braovului, Buna Ziua
Brasov [Online][Accessed on 27.12.2013] http://www.bzb.ro/stire/sif-a-cerut-primariei-5milioane-de-euro-pe-cetatuia-brasovului-a61276
Parghel, M. (2013) Braovul rmne primul jude din Regiunea Centru, Monitorul Expres
[Online][Accessed on 27.12.2013] http://www.monitorulexpres.ro/?
mod=monitorulexpres&p=index&s_id=128515
Realitatea.net (2009) Cetuia Braovului, unul dintre cele mai frumoase edificii din ora,
ascunde o mulime de poveti [Online][Accessed on 27.12.2013]
http://www.realitatea.net/cetatuia-brasovului-unul-dintre-cele-mai-frumoase-edificii-din-orasascunde-o-multime-de-povesti_585067.html
Spa Dr [No author] Masaje [Online][Accessed on 12.01.2014]
http://www.spador.ro/?/ro/spa-dor-brasov/terapii-spa
Suciu, S. (2013) Se vinde Cetuia Braovului. Primria vrea s cumpere obiectivul touristic,
Adevarul [Online][Accessed on 12.01.2013] http://adevarul.ro/locale/brasov/se-vindecetatuia-brasovului-primaria-vreasa-cumpere-obiectivul-turistic1_51e3ba14c7b855ff563da88c/index.html
Wellness Laghetto [No date] Company Profile [Online][Accessed on 27.08.2013]
http://www.piscine-laghetto.ro/despre-companie/
30
Appendices
Appendix 1
Appendix 2
31
Appendix 3
32
Appendix 4
33
Appendix 5
34
Appendix 6
35
Appendix 7
36

Kronwell Brasov Hotel SWOT Analysis
Strenghts
Weeknesses
Also new opened on 25.02.2013
Rooms: latest technology,
Lack of swimming pool, massages
comfortable
Location
Design, quality of services and
Chef
Breakfast
materials used
Zenology Luxury Hotel Cosmetics
Personalized services
Conference center
Belaqua Spa and Wellness Center
Ground and underground parking area

Opportunities
Increasing number of tourists in

Brasov
Threats
Poiana Brasov hotels winter
New spa center going to open
Less tourists in Poiana Brasov
Many local events
Taxis, trains, busses within 3 min

from the hotel
Sports center 5 min away
Appendix 8
Ambient Hotel SWOT Analysis
37

Strenghts
Weekness
Location near to the city centre
Access to spa and fitness through the
Breakfast
conference center
Jacuzzi
Rooms lack of technology
Massages
Opportunities
Threats
Increasing number of tourists in

Brasov
Less tourists in Poiana Brasov
Poiana brasov hotels winter
New spa center going to open
Appendix 9
38
New gym
Appendix 10
39
Appendix 11
40
Appendix 12
41
Appendix 13
42
Appendix 14
43
Appendix 15
44
Appendix 16
45
Appendix 17
46
Appendix 18
47
48
Appendix 19
Appendix 20
49
50

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University of Transilvania, Brasov

Faculty of Economic Sciences,

Royal Fortress Hotel

Coordinating teacher: Lecturer, PhD. Adina Nicoleta Candrea

Royal Fortress Hotel new tourism business in Brasov

III. The companys tourism products and services. Departmental Organization...................................8

The Rooms and rooms departments............................................................................................8

Front Office Department.........................................................................................................9

Food and Beverage Department................................................................................................13

Health and Wellness Center Department...................................................................................18

IV. Market segmentation and target customers....................................................................................21

Development opportunities and sales forcast for the next 5 years............................................30

Royal Fortress Hotel new tourism business in Brasov

Royal Fortress Hotel new tourism business in Brasov

Name and logo

Motto, Vision, Mission Statement, Goals

Royal Fortress Hotel new tourism business in Brasov

Royal Fortress Hotel new tourism business in Brasov

sightseeing the old city;

In order to have a concrete discussion about the competitive environment, we found it

going downstairs to the Central Park;

Royal Fortress Hotel new tourism business in Brasov

intersection, so that we can direct the drivers;

Growing percentage of tourists coming to Brasov;

coming through this market;

Royal Fortress Hotel new tourism business in Brasov

III. The companys tourism products and services.

(See Appendix 9);

walled a bathroom with the possibility of covering it with wood panels;

Tampa Mountain and the old city;

Royal Fortress Hotel new tourism business in Brasov

a) Front Office Department

Royal Fortress Hotel new tourism business in Brasov

Royal Fortress Hotel new tourism business in Brasov

According to the Royal Fortress Hotel floor plan above:

Royal Fortress Hotel new tourism business in Brasov

Royal Fortress Hotel new tourism business in Brasov

2. Food and Beverage Department

Royal Fortress Hotel new tourism business in Brasov

Royal Fortress Hotel new tourism business in Brasov

Frozen drink machine

Cocktail shakers and strainers

Royal Fortress Hotel new tourism business in Brasov

Ice buckets marked for Ice Only

Paper towel dispenser

Rubber floor mats

Royal Fortress Hotel new tourism business in Brasov

Freezer (either a chest, upright or walk-in)

Royal Fortress Hotel new tourism business in Brasov

Plastic inserts for coolers

Metal or plastic shelves for walk-in cooler

3. Health and Wellness Center Department

Royal Fortress Hotel new tourism business in Brasov

toxins are eliminated, letting the skin breathe easier;

benefits of the steam bath we find:

circulation and strengthens the immune system;

fog, chromatic bath or the aromatic shower;

Royal Fortress Hotel new tourism business in Brasov

and eliminates bacteria;

Mineral body exfoliation: an exceptional scrub that combines

body and activate the Chakras;

Royal Fortress Hotel new tourism business in Brasov

Health and Wellness Manager