Howard Johnson Grand Plaza to use all-stars approach

Located downtown Bucharest, the Howard Johnson Grand Plaza hotel – the former Dorobanti, which needed 20 million dollars to climb to four stars, is preparing to enter the market with a unique strategy: it targets not only the four-star clients, but also those who normally choose three or five- star hotels.

The hotel is to be opened in one month and, at least for the beginning, the price strategy will aim to attract both clients with high revenues, mainly foreign tourists or businesspersons, as well as part of the people looking for the three-star segment.

“Our tariffs will maintain an average level and the targeted clients will mainly consist of businesspersons who demand the best quality services and prefer the Howard Johnson brand. We also target the clients with a ‘limited budget’, who used to choose a three-star hotel instead, but who may come to us from now on,” Antoni Kuhnen, general manager of the hotel, said.

According to Kuhnen, the standard price for a room in the hotel ranges between 149 euros and 169 euros (VAT included), whereas a suite costs between 209 and 229 euros.

Besides the managers’ price strategy, Howard Johnson also has another advantage over the other hotels, even if they are ranked as five stars: it is located very downtown.

“Location is our best advantage over the competitors. Moreover, the hotel motto – ‘Center of the city included’ – highlights this advantage,” Kuhnen said.

The hotel has 18 floors, 285 rooms, 8 conference rooms, 2 restaurants and an underground parking lot. Howard Johnson Grand Plaza is to begin activity at the end of November, while the official inauguration will take place in February next year. The hotel employs some 300 people. georgiana.stavarache@zf.ro