Davis Cup 2004
NH Nacional - Madrid (Spain)
The brand continues to enjoy excellent brand “health”
in Spain, where quantitatively and qualitatively, the
market continues to see NH Hoteles as a clear
benchmark hotel chain with over 40% of first recalls.
Awareness levels are satisfactory in the other markets,
despite the brand’s youth. Brand awareness in these
markets is conditioned by the market setup itself and
there are two types of environments where the
NH Hoteles brand competes:
On the one hand, in markets like Spain, The
Netherlands, Argentina and Mexico, where two or
three clear leaders predominate and where it is more
difficult to establish the brand.
In these environments, NH Hoteles already occupies
an outstanding position in consumers’ minds and, in
addition to being the leader in the Spanish market,
also enjoys an excellent position in Argentina and
Mexico.
In other markets like Germany, Austria or Belgium,
there are several benchmark brands with no clear
leader and large multinational hotel brands
predominate. Nevertheless, NH Hoteles improves its
awareness level year after year and already represents
an excellent alternative to the large hotel companies
in the sector.
In both environments, the wise strategy to operate
with a single international brand is producing the
desired effect in creating synergies between markets.
From the leisure segment viewpoint, greater brand
awareness at the international level greatly facilitates
individual customers’ choice of NH Hoteles when
travelling abroad with a consequent increase in sales
via direct channels like Internet, where brand
awareness is decisive in the hotel selection process.
From the point of view of business travellers, greater
brand awareness at the international level definitely
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BRAND AWARENESS
10
The different indicators continue to show that NH Hoteles is a brand with great
potential in the markets in which it operates
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