BlueSea Hotels & Resorts

PESTEL ANALYSIS

Factor Description short medium long Impact

term term term
(0-8 (8 months (2 or
months - 1 year) more
) years)

Politics: Pedro Sanchez presents in Paris an X Positive

“Blueprint for initiative proposing an international (5)
safe framework to facilitate the restoration of
international international mobility with maximum
travel” plan. security guarantees against COVID-19.
This is particularly important for Spain,
and given that several key countries for
inbound tourism are members of the
OECD. It would thus contribute on a large
scale to the recovery of the hotel sector.

EU approved a digital COVID certificate to X Positive

Politics: EU increasing the safe and responsible (4)
digital COVID circulation of people between countries.
certificate The certificate shows that individuals have
either been fully vaccinated, tested
negative for the virus, or recovered from
the disease.

Politics: EU Government plans to invest €3.4bn of EU X Positive

recovery funds recovery funds in the rehabilitation and (5)
transformation of the Spanish tourism
industry. The fund will help ease the lost
and finance touristic destination and
infrastructure over the next three years.

Economic: The owners want to make cash to gain X Negative

Portobello liquidity or embark on new operations to (4)
Capital launched face the economic crisis derived from
the Blue Sea covid-19. In 2019 Portobello
hotel chain to contemplated the sale of BlueSea's
the market. properties to a third party with a
valuation of more than 200 million euros.
However, the idea was discarded shortly
before the outbreak of the coronavirus
crisis. This time it is back on the market,
but because of the pandemic, the price of
the assets will drop.

Economic: Low BlueSea has gone the extra mile on pricing X Positive
 Pricing to try to benefit from the upturn in (4)
tourism and recover a large part of the
lost in the last year. The chain offers 25%
discounts for bookings in high season, free
children and free cancellation.

Economic: Portobello has reached an agreement with X Positive

Portobello allies the British fund Zetland Capital through (4)
with Zetland which it will provide investment
Capital opportunities in the country worth 200
million euros. Thus, Zetland will invest to
help the hotel chain, Blue Sea, overcome
the special situation it is going through
with the guarantee of a future recovery.

Social: Due to the coronavirus (COVID-19) X Negative

coronavirus pandemic, the revenue per available room (4)
pandemic (RevPAR) of the Spanish hotel industry
dropped by nearly half in 2020 compared
to the previous year.

Social: Holiday Despite the crisis that the hotel industry is X Positive
Season going through, recovery is still on the (3)
table. However, not all businesses will
bounce back equally. According to El
Economista, there are experts who say
that the vacation sector will do so over the
next few months with the development of
vaccines. Given that BlueSea Hotels is a
Spanish chain with 25 vacation
establishments, this represents an
advantage for its post-Covid growth.

Social: Safety BlueSea Hotels has created a team of X Positive

Protocols professionals to implement a series of (5)
hygiene, safety and health actions for all
its hotels and apartments, in order to take
care of our customers, suppliers and
business partners, and to protect our
valuable environment.

Technology: 5G promises a 100-fold increase in the X Positive

Free high-speed number of connected devices and a (3)
Wi-Fi reduction of up to 90% in network power
consumption, which will improve the
quality of connections for all users and it
will not interfere with the host's own
private network. Today's customers
expect the Internet in hotels to be as fast
 and reliable as in their own homes. Having
a fast and reliable network is a benefit that
sets Bluesea Hotels apart from other
establishments.

Environment: Spain plans to use the EU funding to X Positive

Spain Tourism modernize its broad tourism sector. One (4)
Modernization of the main initiatives is
Goals committing to better energy efficiency and
diversification of the tourism industry.

Environment: BlueSea Hotels are building their path X Positive

Environmental towards sustainability. They are working (4)
measures to ensure that all of their products are
powered by 100% renewable energy. For
the moment, the main commitments
include the use of ecofriendly dispensers,
reducing the use of single-use plastic cups
with Ecocups, replacing plastic straws and
coffee spoons with wood sticks,
implementing energy efficiency.

Legal: Royal In response to the COVID-19 crisis, certain X Positive

Decree-Law measures were taken as urgent support (3)
35/2020, of measures for the tourism sector, the hotel
December 22, and catering industry and trade, and in tax
2010. matters.

Bibliography

 Blue Sea Hotels. 2021. Infografía: Medidas medioambientales adoptadas. [online]

Available at: <https://blog.blueseahotels.com/infografia-medidas-
medioambientales-adoptadas/> [Accessed 8 August 2021].
 El Confidencial. 2021. Los hoteleros empiezan a poner en venta sus inmuebles para
conseguir liquidez. [online] Available at:
<https://www.elconfidencial.com/empresas/2020-05-22/hoteleros-venta-
inmuebles-liquidez_2605560/> [Accessed 8 August 2021].
 El Economista. 2021. Portobello se alía con Zetland Capital para ofrecerle
inversiones en hoteles en España. [online] Available at:
<https://www.eleconomista.es/empresas-
finanzas/noticias/11025842/02/21/Portobello-se-alia-con-Zetland-Capital-
para-ofrecerle-inversiones-en-hoteles-en-Espana.html> [Accessed 8 August
2021].
 Empresa Exterior. 2021. España‌ ‌celebra‌ ‌los‌ ‌avances‌ ‌de‌ ‌la‌ ‌iniciativa‌ ‌de‌ ‌la‌ ‌OCDE‌
‌para‌ ‌garantizar‌ ‌una‌ ‌movilidad‌ ‌internacional‌ ‌segura‌. [online] Available at:
<https://empresaexterior.com/art/78995/espana-celebra-los-avances-de-la-
iniciativa-de-la-ocde-para-garantizar-una-movilidad-internacional-segura>
[Accessed 8 August 2021].
 Gobierno de Españ a. 2021. La OCDE aprueba la iniciativa sobre movilidad
internacional segura auspiciada por Españ a. [online] Available at:
<http://www.exteriores.gob.es/Portal/es/SalaDePrensa/NotasDePrensa/Pagin
as/2021_NOTAS_P/20210531_NOTA118.aspx> [Accessed 8 August 2021].
 La Prensa Latina Media. 2021. EU recovery fund to rebuild more resilient tourism
sector in Spain. [online] Available at: <https://www.laprensalatina.com/eu-
recovery-fund-to-rebuild-more-resilient-tourism-sector-in-spain/> [Accessed 8
August 2021].
 Molina, C., 2021. Portobello tantea el mercado para vender la cadena Blue Sea
Hotels. [online] Cinco Días. Available at:
<https://cincodias.elpais.com/cincodias/2021/07/03/companias/1625326800
_055456.html?rel=mas> [Accessed 8 August 2021].
 Profesional Horeca. 2021. Tecnología 5G en el hotel: lo que hay que saber. [online]
Available at: <https://www.profesionalhoreca.com/2021/05/04/tecnologia-5g-
en-el-hotel-lo-que-hay-que-saber/> [Accessed 8 August 2021].