http___www.io-rm.com_sun-gardens-dubrovnik__lang_hr_1.xml
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Overview Over the past six years, iO has established Sun Gardens Dubrovnik as one of the leading beach destination resorts in Europe. The resort, which has 408 keys, a world class spa, sports centre and extensive food, beverage and other resort amenities, has won numerous awards and whilst under iO’s management has been ranked by Expedia among the top 30 resorts in the world. iO has also established one of the only successful resort based real estate sales programme in the Adriatic, with the completed first phase completing sales of 71 residences at over €4,000 per m2, at price points ranging from €170k - €800k per unit and achieving 10%+ annual absorption rates. iO was awarded Best European Developer in 2012 and 2013 by Overseas Property Professional and the project won Best Residential Development in Croatia in 2015 at the International Property Awards. In April 2017, iO relaunched Sun Gardens Dubrovnik as an independent destination resort, affiliated to Leading Hotels of the World. Accomplishments The performance of Sun Gardens Dubrovnik has improved significantly since iO took over direct day to day management from the incumbent international operator in 2011, by switching from a management agreement to a franchise agreement. Since making this change and under iO’s guidance, the resort has outperformed the domestic competitive set and has been repositioned to sit amongst the leading destination resorts in Europe. This is demonstrated by a material uplift in a number of key performance metrics in financial results, guest satisfaction and service quality scores. These improvements have been achieved through a combination of the following key initiatives: - Dynamic yield and inventory management e.g. optimal pricing through high, shoulder and off peak demand, broadening high end sales and distribution networks, leveraging SEO (online search engine optimisation), SEM (search engine marketing) and CRM (customer relationship management) opportunities - Improved contracting e.g. reducing reliance of wholesalers and traditional tour operators, building relationships with higher yielding partners, closely aligning with luxury travel agents and tour operators, ensuring that distribution and sales networks used clearly align the Resort with other leading luxury resorts and hotels in Europe, North Africa and the Middle East - Reshaping business mix to optimally align with changes in seasonal demand, focusing on segments which generate the highest opportunity for revenue and profit at different times of the year - Clear segregation and differentiation from the domestic market and competitive set, to reposition the Resort amongst the leading hotels and resorts internationally - Seasonal extension through the effective targeting of special interest groups and conference business during shoulder and low seasons - Tight cost control over payroll (flexible headcount, training, efficient rostering and minimal overtime) and purchasing, in particular food and beverage supplies - A disciplined preventative maintenance programme coupled with selective investment in capex and other property improvements As a result of these initiatives, in the period 2011 through to end 2016, iO has achieved annualised growth in RevPAR in excess of 10% and delivered in excess of 5 times absolute growth in GOP. iO has also introduced significant uplift in guest service standards and quality scores, to comply with Leading Hotels Quality Assurance Standards, as a result of which Sun Gardens Dubrovnik is now ranked at a level equivalent to many of the world leading hotels and resorts. As a consequence of increased and enhanced awareness in Europe, North America and the Far East in particular, the resort now has a guest profile network which extends to over 130 nationalities. iO has also established the residence sales programme at Sun Gardens Dubrovnik as arguably the most successful vacation residential scheme in Croatia and one of the best in Europe, when measured in terms of price achieved per square metre, absorption rate and benefits offered to owners through the home ownership arrangements. The programme is designed to leverage sales at above prevailing market benchmark prices by combining a compelling investment opportunity with associated home owner usage and lifestyle benefits, which has successfully differentiates the residences at Sun Gardens Dubrovnik from competing product in southern Europe. iO has an established global network of brokers which are well connected to prospective buyers interested in the region. This is supplemented with proven direct marketing and lead generation programmes e.g. web, PR, advertising and direct mailings. The programme delivers a high proportion of direct sales, contributing to further reductions in the overall costs of the sales programme, as prospects buy into the purchase opportunity during their stay at the resort. iO therefore has a deep understanding of the close interplay between resort operations and real estate sales and also the importance of ensuring that the legal and administrative framework is seamless and user friendly from the buyer’s perspective, including mortgage product if required. iO has established a successful residence rental programme at Sun Gardens Dubrovnik, achieving gross yields in excess of 7% per annum to owners generating an average of 25 weeks rental (48% of occupancy) over a 12 month basis in a seasonal resort destination.
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Pregled Proteklih šest godina, iO je etablirao Sun Gardens Dubrovnik kao jednu od vodećih obalnih resorta u Europi. Resort, koji nudi 408 smještajnih jedinica, svjetski renomirani spa i wellness sadržaj, sportski centar i obilnim ugostiteljskim i drugim sadržajima, dobitnik je niza nagrada, i pod upravljanjem iO-a ocijenjen je kao jedan od 30 vodećih svjetskih resorta od strane Exepdia-e. iO je također uspostavio jedini uspješan program prodaje apartmana unutar resorta na Jadranskom moru, sa završenom prvom fazom prodaje 71 apartmana uz neto cijenu iznad €4.000 po m2, s cijenama pojedinih apartmana od €170 tisuća do €800 tisuća i godišnje stope prodaje veće od 10%. iO je dobitnik nagrade “Best European Developer” u 2012. i 2013 godini od strane Overseas Property Professional i projekt je dobitnik nagrade Best Residential Development u Hrvatskoj 2015. godine od strane International Property Awards. U travnju 2017. godine, iO je priključio Sun Gardens Dubrovnik međunarodnoj grupacija vodećih hotela svijeta, odnosno Leading Hotels of the World. Postignuća Poslovanje Sun Gardens Dubrovnik resorta znatno se poboljšalo otkada su iO preuzeli svakodnevno upravljanje resortom od međunarodnog brenda 2011. godine, preinakom suradnje iz menadžment u franšizni ugovor. Od provođenja ove promjene, pod vodstvom iO-a resort je poslovao uspješnije od domaće konkurencije and pozicioniran je među vodeće destinacijske resorte u Europi. Ovo je vidljivo iz značajnog porasta ključnih pokazatelja poslovanja u smislu financijskih rezultat, zadovoljstva gostiju i ocjena kvalitete usluga. Ova su poboljšanja postignuta kombinacijom slijedećih ključnih inicijativa: - Dinamično upravljanje kapaciteta i prinosa, npr. optimalna cjenovna politika tijekom visoke, pred i posezone, proširenje distribucijskih mreža u luksuznom segmentu, korištenjem poluga SEO-a (online search engine optimisation), SEM-a (search engine marketing) i CRM-a (customer relationship management). - Unapređenje ugovaranja s partnerima npr. smanjenje ovisnost o tour operaterima i sličnima, izgradnja poslovnih odnosa i povezivanje s agencijama i tour operaterima iz luksuznih segmenata, osiguravanjem usklađenosti distribucijskih i prodajnih mreža jasno povezuju resort s drugim luksuznim resortima i hotelima u Europi, Sjevernoj Africi i Bliskom istoku. - Preoblikovanje poslovanja radi optimalne usklađenosti sa sezonskom potražnjom, usredotočenjem na segmente koji ostvaruju najviši prihod i profitabilnost kroz razne dijelove godine - Jasna segmentacija i diferenciranje od domaćeg tržišta i konkurencije, radi pozicioniranja Resorta među vodećim međunarodnim hotelima i resortima - Produljenje sezone kroz efikasno ciljanje grupa sa posebnim interesima i kongresima u pred i posezoni - Čvrsti nadzor nad troškovima plaća (fleksibilan broj radnika, trening, efikasno raspoređivanje radnika i minimalni prekovremeni rad) i nabave, posebice namirnice u pića - Disciplinirani program preventivnog održavanja zajedno sa selektivnim investicijskim ulaganjem i drugim poboljšanjima u resortu Kao posljedicom ovih inicijativa, u razdoblju od 2011. do kraja 2016. godine, iO je ostvario godišnji porast RevPAR-a većeg od 10% i ostvario peterostruki apsolutni porast Bruto operativne dobiti (GOP). iO je također ostvario značajan porast u standardima usluge i ocjenama kvalitete, kako bi udovoljili standardima Leading Hotels Quality Assurance, temeljem čega je Sun Gardens Dubrovnik rangiran na razini jednakoj mnogim od vodećih svjetskih hotela i resorta. Kao posljedica povećane prepoznatljivosti u Europi, Sjevernoj Americi i posebice Dalekom istoku, resort ima mrežu gostiju koja uključuje više od 130 nacionalnosti. iO je također uspostavio program prodaje apartmana unutar Sun Gardens Dubrovnik kao po najuspješniji program vlasništva odmorišnih apartmana u Hrvatskoj jedan od najboljih u Europi, kada se usporede cijene po četvornom metru, stope prodaje i prednostima koje se nude suvlasnicima kroz spomenuti program. Program je osmišljen za ostvarenje prodajnih cijena iznad postojećih konkurenata spajanjem izvanredne prilike za investiranje s mogućnostima korištenja apartmana i stila života, koje uspješno razlikuje apartmane unutar Sun Gardens Dubrovnik resorta od konkurentnih proizvoda u južnoj Europi. iO je ostvario globalnu mrežu brokera koji su dobro povezani s potencijalnim kupcima koji su zainteresirani u regiju. Ovo je nadopunjeno s dokazanim programima direktnog marketinga i pronalaženju potencijalnih kupaca, npr. Internet, PR, oglašavanje i izravni kontakti. Program realizira visoki stupanj direktnih kupoprodaja, koji utječe u daljnje smanjenje sveukupnih troškova prodajnog programa, obzirom da potencijalni kupci donose odluke o kupnji tijekom boravka u resortu. Stoga, iO posjeduje duboko razumijevanje uske povezanosti operative resorta i prodaje nekretnina, kao i važnosti bešavnog pravnog i administrativnog okvira koji je jednostavan za krajnje korisnike, odnosno kupce, uključujući mogućnost financiranja ukoliko je potrebna. iO je uspostavio uspješan program prodaje nekretnina unutar Sun Gardens Dubrovnik resorta, koji suvlasnicima ostvaruje bruto prinose iznad 7% godišnje, i u prosjeku 25 tjedana iskorištenosti kapaciteta (48%) gledajući kroz 12 mjeseci u sezonskoj resort destinaciji.