In January 2007, NH Hoteles submitted a three-year strategicplan to double the results of the company with a total investmentof € 1,300M. With the launching of this ambitious developmentplan, NH Hoteles plans to double its operating profits (EBITDA)for hotel activities, until exceeding € 300 M in the 2009 period. The expansion plan considers the integration of the recentadditions to the company from the Jolly Hotels and Framon chains,at their Italy Business Unit, which will mean a disbursement of morethan € 700 M, between investing and assuming debt. In addition,the company is planning an additional investment of € 100 M forchanges to adapt the Italian chains to the standards of NH Hoteles.The goal planned by the company at its Italy Business Unit involvesdoubling the current results at the end of 2009, taking advantageof the opportunity to improve the operating efficiency of theacquired hotels. Jolly Hotels and Framon stand out due to theirexisting complementary nature with NH Hoteles, as far as thecustomer profile, services offered, strategic urban locations and fullgeographic coverage.Focused on EuropeNH Hoteles plans to strengthen its leadership in the mid segmentin Europe by concentrating its organic growth investments in themain markets of the continent where it already has a notablepresence. The group plans to invest € 500 M in Europe, basedupon the aforementioned positioning of the company in the maincountries where it operates and taking advantage of the goodeconomic outlook for the coming years. The middle hotel segmentpresents great growth potential in Europe, where only 25% of thehotels are operated by hotel brands. In this regard, NH Hotelesplans to take advantage of the growth opportunities of thisfragmented market and consolidate its leadership in the 3 to 4 starsegment. In this manner, the company will concentrate itsinvestments on attractive real estate markets, such as Germany, andwill use low risk formulas in the remaining markets where itoperates, as in the case of Spain.NH Hoteles is placed in a unique position to obtain highprofitability for its development plan. The company has increasedbrand recognition in countries such as Germany, Austria, TheNetherlands and Belgium, and holds a high index in Spain,according to the last study conducted by the consultancy Ikerfel in2006. The company plans to double the number of open and signedrooms over the next three years. The goal that is set out by NH Hoteles, to be sitting with more than 70,000 rooms at the endof 2009, will consolidate its leadership position in the Europeanhotel segment. The strategic plan considers a major investment in countries such asGermany or Italy, where very positive growth is anticipated, whichare now being consolidated as target markets in the coming years.25-30 % of the investment from the expansion plan will be set asidefor the Business Units of Germany, Switzerland and Austria, givingspecial attention to projects with a product quality that ishomogeneous to NH Hoteles in the eight main cities of Germany.Around 20-25% of the investment from the expansion plan will beconcentrated on Italy, thus consolidating the companys leadershipin the transalpine country. Growth in Belgium, The Netherlands and Luxembourg goesthrough an increase of 3,000 rooms, based upon an increasedpresence of the chain in secondary cities (as far as number ofinhabitants), in The Netherlands and especially in Amsterdam. In Belgium and Luxembourg the expansion will be focused onstrategic cities such as Amberes or Luxembourg itself. NH Hoteles plans to accelerate its position in Poland and in themost important cities of the Eastern Europe countries. For thispurpose it will set aside around 10-15% of the investment from itsstrategic plan. In Spain and Portugal, NH Hoteles plans a growth of 2,000 roomsuntil 2009, maintaining its market share in the main cities where italready had a presence and seeking out opportunities in thosecities that are not yet covered by the chain, through lease ormanagement formulas.The growth plan in Latin America sets its main goal on raising thenumber of rooms in the capital of Argentina and in the main citiesof Mexico, in addition to continue studying other markets ofinterest such as Chile, Colombia and Peru.In the vacation segment, where currently NH Hoteles has severalprojects under development in Bavaria and Cap Cana (DominicanRepublic) and Riviera Maya (Mexico), the company plans toreinforce its growth with a very limited investment that will notexceed 3% of the total investment of the plan to 2009. NH Annual Report 200636
Financing of the Strategic PlanFor the financing of the plan, in addition to the cash flowgenerated, the company announced a capital expansion for thevalue of € 250 M, where NH Hoteles has received the unanimoussupport of its shareholders, once the preferred subscription periodhas ended.The following graph shows the breakdown of the growthobjective for rooms set out by NH Hoteles from last Septemberto 2009:NH Annual Report 200637TodayJolly Hotels & FramonSigned in December 2006Goal38,9909,25971,387Dic 062009Average annual composite growth = 22%5,13818,000NH HOTELES GROWTH PLAN 2006-2009 (No. of Rooms)Room of the NH Amistad de CórdobaCórdoba Spain
Goal: 18,000 additional roomsThe expansion include the addition of 32,000 rooms, between newopenings and signings, which will be added to the 38,990 rooms thatthe company was operating on December 31, 2006. NH Hoteles plansan organic growth of 18,000 new rooms until 2009. In addition, to reachthe goal of 32,000 rooms, NH Hoteles had 5,138 signed rooms and 9,259 recently added rooms at the beginning of 2007, thanks to the agreements reached with the Jolly Hotels and Framon chains. The following graph reflects the geographic diversification of thepresence of NH Hoteles today and after completing the growthplan in 2009:NH Annual Report 20063835% Spain andPortugal29% Germany, Austriaand Switzerland19% Benelux (1)8% Latin America6% Resorts1% Eastern Europe1% Italy35%1%19%1%29%6%8%22% Spain andPortugal21% Germany, Austriaand Switzerland20% Italy (2)15% Benelux (1)10% Resorts8% Latin America4% Eastern Europe22%8%20%15%4%21%10%DECEMBER 2006DECEMBER 2009(1) South Africa and United Kingdom included(2) Recent acquisitions of Framon and Jolly Hotels includedRoom of the NH NumanciaBarcelona Spain
NH Annual Report 200639Germany, Austria and Switzerland11,047 roomsEastern Europe321 roomsItaly750 roomsResorts2,509 roomsLatin America3,022 roomsSpain and Portugal13,890 roomsBenelux7,451 roomsGermany, Austria and Switzerland14,663 rooms +3,616Eastern Europe2,913 rooms +2,592Italy14,087 rooms+13,337Resorts7,069 rooms+4,560Latin America6,199 rooms+3,177Spain and Portugal15,950 rooms +2,060Benelux10,506 rooms +3,05538,990 ROOMS - DECEMBER 2006CONSOLIDATING OUR POSITION IN EUROPE71,387 ROOMS - DECEMBER 2009Jolly Hotel MediaparkCologne Germany