gat dossier

Our SmilingBrand Book

Gat RoomsSleep Smart

MEEOW!

Gat RoomsSleep Smart*

Our smilingBrand Book

MEEOW!

Gat Rooms is an Experience not an idea. It’s an Emotion not a feeling. It’s both Yesterday and Today. And it’s, of course, Tomorrow as well. Gat Rooms is the attended prayer to any urban cat: smart, free, curious, cool, friendly, and cosy.

Brand Book05


How to live the Brand

Meet it, PLAY it, enjOY it

Distribution of this Brand Book

is strictly controlled and limited

to authorised Gat Rooms Sleep

Smart* partners and friends.

Remember, our loyal costumers

know where you live.

tRAnSLAtiOn:

MeeOW! HELLO! Welcome to Gat Rooms BRAND MISSION & PHILOSOPHY CAt CitiZenS OF tHe WORLD, SLeeP SMARt*Gat Rooms VALUES enjOY tHe GAt eXPeRienCe Gat Rooms ADDED VALUEGAt CitieS Gat Rooms PRODUctMiAU! Welcome to BERLINMeAU! Welcome to PARISMiOU! Welcome to LISBONMeeU! Welcome to BARcELONADO YOU SPeAK GAt? Gat Rooms cOMMUNIcAtION StRAtEGY


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P. 009. MeeOW! HOW tO Live tHe BRAnD OUR BRAnD jOURneYWHY GAt ROOMS? OUR BRAnD StAteMent: LOYALtY tO CAtS OUR BRAnD PROMiSe, SLeeP SMARt*

P. 019. CAtZenS OF tHe WORLD, SLeeP SMARt* AFFORDABLevALUe COnSCiOUSDeSiGn LOveRSALWAYS in CitY CenteR

P. 035. enjOY tHe GAt eXPeRienCeBe CURiOUSBe PLAYFULBe GReenBe COOLBe tRUeBe FRienDLYBe LOYAL

P. 053. GAt CitieS MiAU!MeAU!MiOU!MeeU!

P. 099. DO YOU SPeAK GAt?MAKe tHeM tALKLet tHeM tALK& SLeeP SMARt*

P. 113. eveRYBODY LOveS CAtS GUeStS LOve CAtSPReSS LOveS CAtS

P. 123. AnD SO DO US!WHO We ARe? OUR MAnAGMent teAMinteRvieW tO jAUMe, ALeX, BiBiAnA AnD ORiOL SeRRA GAt ROOMS COLLABORAtORS teAMS inteRvieWS

CONTENTS

MEEOW!

TransLaTIOn: ”HeLLO FRienD, Welcome to Gat Rooms”

Brand Book011

Gat RoomsSleep Smart* Our Brand Journey

Our brand journey is the key that unlocks our history, and the Bolt that secures our Future Understanding of where we are going and what we will do when we arrive at the place that we’ve gone to.

With the fist affordable airlines came up a new market: weekend and short trip travellers who loved cities and, though they could afford flying, there were no affordable hotels with which they could identify.

So it was clear, we had to provide a place to stay to those travellers who, like ourselves, where eager to devour the world on a affordable and a high cultural standard.

Gat Rooms was born to fulfil their needs on a design, comfort and “unveiling the city” basis. And this is our philosophy, to keep being a customer driven company, providing our guests with a friend in the city they are visiting.

Gat Rooms, your friend in every Gat City!

Gat Rooms team and friends on

a stage in Morocco to prospect

and develop the brand strategy.

2002.

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Gat RoomsSleep Smart* Why Gat Rooms?

Why Gat Rooms? this is an easy one! Because we are cats: independent, curious, lovely, funny, mysterious, cool, smart and love cosy places. just like our guests!

Gat: Definition of the target (Catalan word for Cat). Rooms: Definition of the Product

(in english, to make it international). introducing a new term which can only apply to our hotels, which makes our accommo-dation offer as flexible as our cats!

So, all we needed was a Logo:

Logo: the eye of the urban cat, hiding in a bed. the eye that looks around, that travels and captures every piece of reality. But also the winking eye, a small gesture implying complicity. And the bed we provide, a place to rest, a home in a foreign city. the result, a singular easy to remember identity, with a touch of humour.

not Gatsumers

Gatsumers

the Suits and CorporateBusiness travellerstech lovers need a place to forget the suit Lovely and naughty

Weekenders travelling alone or in group eager to devour the city life Off-circuit culture lovers nightlife is a must

Affair haversDiscreet Seeking an unforgettable unique experienceWanything for a late chek-out

Fashion grabbers Cool Fashion and design consumers Blogger’s biggest fans

FamiliesFalta descripcio ariFalta descripcio ariFalta descripcio ari

Dogs

Fake cats


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Our Brand Statement:Loyalty to Cats

We will always be loyal to our Gatsumers, by listening to their needs and providing them with everything they want.

We will always be loyal to our cat spirit, ensuring that our offer provides a cosy, city centre, conscious valued and affordable cushion.

We will always be loyal to our belief in building a solid, strong relationship with our catty target by offering the best city experience an urban, curious and playful travelling cat may wish.

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We promise never to forget how smart are our guests and how badly they need a Gat Room to explore the cities happily. thus, after listening to their requests, we have come with 4 solid values we’ll always bear in mind:

Affordable -- to spend the money on shopping, clubbing, having a romantic dinner or going to exhibitions and getting souvenirs.City Centre -- to feel part of the city, walk through.value conscious -- no need of big luxury rooms. just pay for what’s important: friendly staff with good tips on the city, cool atmosphere and, free wi-fi.Design lovers -- good cosy, practical, detail-caring nice design.

Our Brand promise:Sleep Smart*

Sleep Smart*

design lovers

city center

value conscious

affordable

CATZENS OF THE WORLD,SLEEP SMART*

Gat Rooms is taking over the coolest European cities, to offer you a whole new experience: best tips on

every city, the hottest locations, true design, wi fi for free and a 5 star bed… and, of course, affordable!

Gat Rooms, what else?

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Why paying more, when all you need is a good, cool place to rest? All our Gat Rooms are conceived as nice cosy places, with everything you need and no extras that may increase the price.

We understand you need to save money to spend having a nice dinner, a drink in a club, or to go to a show! That’s why Gat Rooms spaces are not bigger than your needs, furnished with basic practical pieces, but super cosy. Thus, we can keep the rates fair.

Affordable

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The only thing we do spend real money on is on long-lasting furniture, on big pleasure details and on the matrass.

Because that’s exactly where you do not want to save: You’ll get a big, comfortable, ergonomic matrass with cotton linen, so you sleep sound and happy all night long! (or whenever, if you’re a naughty nightly cat!).

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Small details make a big difference!

Happily living with Tarzan, the only thing Jane missed was a nice hot bath. We can assure you’ll never miss your own shower as we’ve worked hard here, to ensure you get the best!

And last, but not least, we know light is key to have the right atmosphere, so show your emotions and chose among our menu which provides the best light in every situation: romantic to fall in love, focused for a quiet reading or bright to find your wallet at once.

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Saving money doesn’t mean saving in comfort! A touch of local culture has sneaked in each Gat Rooms to let the city go with you every minute. The bedhead has pictures of the city to inspire your dreams; a big board open to staff and guests to post interesting information about the city; a paper tablecloth with the typical Portuguese tiles; bycicles in Barcelona, Paris and Berlin, to ride the city out; are just a few examples.

We know you are a culture-eater, and try to feed you with only the best. Our well-trainned staff, is always ready to give you a tip about the coolest places to go, the new galleries, restaurants or cultural events. Use free wi-Fi connection to post your comments and pictures any time you want, check your mail or surf the net. And do it dancing at your favourite tune, through the ipod station in your room.

Give you a nice Italian salame, when Paris is famous for its “fromage assortment” or its marmalades? That’s not smart!

Value Conscious

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Room Room has been designed as a flexible area, which adapts to every city needs: from a library to help you explore the city in Lisbon to a cocktail bar in Berlin.

Flexibility is a virtue and a must in cats! We adapt our common areas to host corporate events... But, due to our big family size, it’s also possible to book the whole Gat Rooms and offer to your company staff an unforgetable, taylor-made experience!

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We love functional, long-lasting design. We know good design does not mean luxury. Design lovers seek comfort through details, as well as practical solutions to make life easier. Gat Rooms design works on building harmony from opposite concepts: soft and hard materials; square and rounded shapes.

Thus, all those “structural” surfaces, such as walls and floor, are made of hard, resistant materials that require little care. On the other hand, those surfaces you interact with everyday –such as carpets, sofas or puffs are soft and touch-inviting.

The same idea applies to furniture, where design adapts to every space and need, using long-lasting hard materials that require almost no manteinance, which rigidity is balanced by round-shaped and sinuous designs.

Design Lovers

You are unique, and so are

our rooms. In each you’ll find

small design details to make

it comfortable and personal: a

vintage radio station, a reading

lamp or a flower pot... What will

you find in your next visit?

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You come from abroad and don’t want to spend half the time taking a bus or a tube to go to the city... you are already in the city! That’s our philosophy, Gat Rooms is where the city life is: cafés, museums, clubs, off-circuit galleries, restaurants... everything we love in a city, just around the corner!

And if you come to work, don’t worry, Gat Cities’ business district is already in the city centre… so you can work and enjoy the city life, all in the same area.

A big city map welcomes you at every Gat Rooms highlighting those places we are sure you want to explore.

“Let the city in” is part of our philosophy, that’s why we try to open as many windows as possible to offer you other views of the environment.

Always in city center

ENJOYthe gat

experience

TransLaTIOn: ”Gat Rooms added value”

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Believe it or not, we have a patron in each Gat Room Hotel. it’s there to inspire you to enjoy the company of other fellow cats… Who may be sleeping next door? The Puss in Boots, Cat woman, a conaisseur of the city, an artist...Don’t be shy and know, it may be heaven’s door!

Be courious:Find who lives next

Madame Claude Marcel

this former Folies Bergères

vedette is your protector in

Paris. A true bohémienne

parisienne. Put yourself under

her protection and she’ll unveil

the best kept city secrets.

weekenders a fashion gabber Puss in Boots G

arfi eld families affair havers

Felix th

e cat

a

sui

t

ot

her C

ats

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Who ate the fish? Who ate the canary? Every Gat Room has a secret cat story… Can you trace the intruder? Can you catch the hidden cat?Pussy, pussy, pussy….

Be playfull:Find the Cat inside

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You are green, we are green, too. That’s our credo, and we express it by chosing green as our primary colour. A way to remind you that being eco and nature -friendly is not an attitude, it’s a must!

We try to be as sustainable as possible in everyday life by using low-consuming light bulbs or water-saving taps. We do have a “Green Protocol” as part of our savings philosophy. A new heating system which allows saving not only many litres of water every year; but also gas and power, as there is less water to be heated. We do also encourage you to recycle your own towels and bed-linen.

Be green

to remind you this everyday,

green is the colour that leads

you along at Gat Rooms, from

the façade and common areas

to the most intimate room: the

bathroom.

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too unhealthy too strong Cat eye / eco

Green 382C

too dark too doogy Cat fur

Black 000C

Green has 2 major qualities: conveys the idea of eco and natural as a value; is a relaxing colour.

And everybody knows urban, friendly cats have green eyes; not blue, which are really snob, or brown, which hate cities.

So, logically, our primary brand colour is green, which together with black -our secondary brand colour- helps you find home when being abroad.

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Cats are the coolest beings in the world, and so are you! Black is the perfect colour for a cat as, unpredictable as you are, its perfect on any occasion. And, remember, an urban touch is requested when walking the cities, and so is a hooded jacket, as dawn may be chilly!

Be cool:dress like a Cat

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Don’t let your words betray you! To be a real cat, you must speak like a real cat. Learn by heart the following basic rules, and start practicing immediately… You’ll be amazed at how creative our language is!

---- Say meeow! instead of hello, goodbye---- Use the word gat to re-spell everyday words Deligatessen; magatzine; merchandgat... ---- Use kitty onomatopeis instead of words Room-room= trans.(hotel rest room)

now that you can speak properly, a few rules to get into Cat Culture:

---- Travel light---- Learn at least 5 words in local language (We’ll help you learn them easily as they are all around)---- Walk the streets as if you born there---- Rely on gat-friends to know the hot spots---- Take fun of dogs on every occasion ---- Make fun of yourself, you’ll be the first amused!---- Do not disturb other cats’ rest

Be true:speak like a Cat

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Trust any other cat you come across, and be friendly to it. You’ll be surprised at how easy it is to make friends in Gat Rooms!

Share your discoveries, have breakfast in our common tables, don’t hesitate to ask or interrupt a conversation… Cats are social and love company most of the time!

Be friendly

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True cats believe in sharing and caring. That’s why we bring you a touch of our Mediterranean culture, which can be felt in small details: olive oil and bread with tomato at breakfast buffet; uniforms as designed by Josep Abril; footwear by Munich or natural cosmetics amenities by Korres.

But we are loyal to every Gat City, and want to be part of it. Thus we use the local language as part of our secondary brand language; buy local products and work with local professionals who bring their own vision in everything we do.

Be loyal to yourself

GATCITIES

TransLaTIOn:

”GAt ROOMS PRODUCt”

BARCELONA, PARIS, BERLINAND LISBON

and we’ll soon speakLONDON, NEW YORK ...

Gat Rooms sleeps smart in several languages

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Speaking Barcelona, Berlin, Paris or Lisbon, means understanding the city codes and including them in our own brand codes and image.

therefore, when applying our brand philosophy to each Gat Rooms, design works on 2 levels: global services and space distribution; specific details to make each Gat Rooms unique, by introducing a touch of local culture.

Starting by the name, which is always related to the city -Point Charlie, Folies, Rossio, or Xino- city codes can be traced on signalling and typography; on how architectural needs flow with the surroundings and on how it provides flexible areas -such as room-room- which help adapting the offer to the city needs.

And, last, but not least, as we always walk on the smile side of life, there is always a cat trail in every Gat Rooms… finding it, is part of the Gat experience!

As travel-loving cats, we’re eager to learn new languages: London and new York are our next stop. Why? Because we love them, as simple as that!

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058

MiAUW! (GeRMAn vOiCe): HELLO! WELcOME tO BERLIN

MIAUW!Gat Point CharlieBerlin, Mitte

Full address: Mauerstrasse, 81-8210117 Berlin t. +49 30 20 67 17 47 F. +49 30 20 05 91 20 [email protected]

Operation year: 2010Surface: 6.800 mts2

Rooms: 140 Architectureand interior Design: Bopbaa ArchitectsGraphics:Estudi canó

059

061

062

Hotel Gat Point Charlie is located in the center of Berlin, at Mitte next to Postdamer Platz, Brandenburg gate and just in the corner to Check Poinat Charlie. The nearest metro station is Stadmitte.

064

ROOM ROOM Coffee shop & cocktail bar.

Berlin is famous for its 20’s and 30’s designs. A taste of this culture, deeply rooted in everyday life, is also present in Gat Point Charlie: coloured glass cups, and decó inspired lamps, are just an example. Signaling is inspired in the city code, using helvetica typography, in big, well-framed messages

066

140 completely equipped, comfortable and modern rooms. Free wi-fi access, flat-screen Tv’s, light menu bedhead to express your mood, laptop safes, ipod station and ameni-ties by Korres natural cosmetics.

068

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070

MiAUW! (FRenCH vOiCe): HELLO! WELcOME tO PARIS

MIAOU!Gat FoliesParis, Opéra

Full address: 14 Rue Geoffroy Marie 75009 Paris t. +331 44 83 67 15 F. +331 42 46 91 23 [email protected]



072

Hotel Gat Folies is located in the center of Paris, in the 9ème arrondissement, next to Opéra and Galeries Lafayette, just in front of the mythical Folies Bergère.

The nearest metro station is Grands Boulevards.

Paris is the “city of light”, and our Gat Rooms homages the mythical Folies Bergère. is there a better

way to say how much we love it than using “theatre mirror lights” as part of the sygnaling code?

074

38 completely equipped, comfortable and modern rooms. Breakfast buffet served at Gat Kitchen, free wi-fi access, flat-screen Tv’s, light menu bedhead to express your mood, laptop safes, ipod station and amenities by Korres natural cosmetics.

076

Healthy breakfast with “home-made” local products, true parisian bread, cheese assortment,

chill out area, drink and snack vending machines, laundry and babysitting services, late check-out

upon request, front desk Mac corner and best tips about Paris.

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078

MiAAU! (PORtUGeSe vOiCe): HELLO! WELcOME tO LISBON

Gat RossioLisbon, Baixa - Liberdade

MIAAU!

Full address: Rua do Jardim do Regedor, 27-35 e travessa do Forno nº 9-13. Lisbon t. +35 1 213 478 300F. +35 1 213 478 [email protected]



080

Hotel Gat Rossio is located in the center of Lisbon between Liberdade and Baixa Districts, within one minute’s walking distance from Praça do Rossio, the nearest tube station being Restauradores.

Lisbon is famous for its tiles and religious icons, which are part of the urban landscape.

Gat Rossio says Miau! to every traveller with it’s own cat icon -Santa Felina del Rossio, patron and protector of Gat Rooms Lisbon- and also with a tile pattern.

084

71 completely equipped, comfortable, modern rooms. Free wi-fi access, flat-screen TVs, light menu bedhead to express your mood, laptop safes, ipod station and amenities by Korres natural cosmetics.

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086

Full address: carrer Hospital, 155 08001 Barcelonat. +34 93 324 88 33 F. +34 93 324 88 34 [email protected]

Operation Year: 2004Surface: 730 mts2


MiAUW! (CAtALAn vOiCe): HELLO! WELcOME tO BARcELONA

MÈEU!Gat XinoBarcelona, Raval

Hotel Gat Xino is located in the center of Barcelona, within one minute’s walking

distance from Las Ramblas and Mercado de la Boqueria. The nearest tube station being Liceo.

089

090

The typical plantation window shutters, and a roof terrace, are part of the essence of Mediterranean life, which celebrates life under the sun, but loves a shady cool room to take a nap.

092

Room Room breakfast, chill out terrace, drink and snack vending machines, laundry and babysitting services, late check-out upon request, best tips about Barcelona.

093

094

35 completely equipped, comfortable and modern rooms. Free wi-fi access, flat-screen Tv’s, light menu bedhead to express your mood, laptop safes, ipod station and amenities by Korres natural cosmetics.

096

DO YOUSPEAKGAT?

TransLaTIOn: ”Gat Rooms COMUniCAtiOn StRAteGY”


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We speak the same language

this is our main objective at communication: showing our clients and prospects that we share a common language.We want them to be our ambassadors, as there is no better way to arise interest and sympathy, and above all, credibility, than being a friend’s tip.

that is why we want them to talk, to talk a lot, to share their experiences, to ask for whatever they need, to take pictures, to send letters, to make funny jokes on us… we want them everything but to be silent.

Newsletter to promote Berlin

Bread&Butter 2012

corporate Opening campaing,

Postalfree.


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Laughter, or even a smile or a wink, is an spontaneous sincere expression of empathy, as it involves a very complex coding and decoding system and a common culture. So, what we are after in every piece of communication is, at least, a smile!

to get a true smile, we must create certain complicty with our costumers. And to do so, we use humour as a tool. A tool based on 2 basic concepts: our friendly and original cat language -and our visual experience games.

smile

humour

complicity

language

visual games

Cats that laugh together stay together


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Our clients and prospects are very active social kittens, they have a lot of experiences and are eager to share them immediately. therefore, we give them reasons to “want” to live a GAt experience by delivering 2 main messages:

--- Gat Cities are worth visiting: providing cultural and event related information about the cities we inhabit.--- Affordable: by communicating special offers linked to these events, to season, etc.

As communication is a nonstop fluxes of information, de-livering a very rational message, together with a highly emotional experience, is our way to link the brand to the essential message: “we are just like you”; “we know what you want and we can make it possible”.

Inspiring desire

Newsletter Paris opening

2010.

Newsletter to promote Berlin

Bread&Butter 2012.


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Following the example of our target, we are also active on social media, creating 2.0 campaigns based on a “let them talk” idea.

Funny videos promoting a “meow song” contest or taking fun of Christmas by smashing a dog are just examples of how we work pushing virality. Surreal humour helps us deliver the message that Gat Rooms is fun. together with more rational messages, such as price oriented campaigns, or city events promotion, the whole communication “pack” provides our target with a rational and emotional insight of the company that compels them to trust us, and therefore to be eager to live “a GAt experience”.

Let them Talk like Cats

Miau song contest,

You tube, 2011

http://youtu.be/JtbtcHPLDUI

christmas greetings,

You tube, 2012

http://youtu.be/BDyc-kKLRtQ

corporate promotion,

Youtube 2011.

http://youtu.be/dcpXAEcPKtw

and LETthem behave

like cats! Be free, express yourself and be happy!

Dance, sing, do funny things… do anything you want, but always with a big smile.

This is the core idea at some of our promotional videos, which show the location, but from a very arty and happy

perspective. We do not sell a room, we sell a way to experience happiness: comfort, healthy breakfast...

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Gat Rooms is best rated among design hotel target. the fact that we listen to our client’s needs and provide them is probably a key idea… though, equally important is to be able to make them feel we are two of a kind, that Gat Rooms is their home in a foreign city. For this reason, our main effort is to make them talk…. And by doing so, pre-scribe our hotels, only for smart urban cats!

Our baseline: Sleep Smart*

this is the conclusion after putting together the main con-cerns of our guests. Again, putting together product and target in a two-word concept:

Sleep: our product Smart: our target.

On a strongly price based philosophy, though providing high added-value: design, location, value consciousness. Our core idea is affordable, though our free spirit needs comfort, that is, key added-values which make our com-pany unique… just like our guests!

Sleep Smart*

value

Conscious

everybodyloveS cats

TransLaTIOn:

”Gat Rooms A BUSineSS OF SUCCeS”

“It was SO romantic! they told us about a nice affordable, chic restaurant by the river –I’ve got the card!-… And let us check out at 3 pm.!!!...

What else can you ask? You have to take Ana, she’ll love it!”

Andrés to his friend Marcos on facebook, April 2012.

Cats love Gats

just LISTEN TO OUR GUESTS

and take your own conclusions!

You don’t have to believe us,

Brand Book00116


MineRvA, BARCeLOnA, SPAin05. 2012 // El personal atento, servicial y se es-fuerzan en atenderte y ayudarte. El hotel de estilo moderno y minimalista, fantástico. La situación excelente. Todo muy limpio. Muy buen precio. Si volviera a Berlin, iría al mismo hotel.

tHOMAS, BAnGLAMUnG,tHAiLAnD08. 2012 // New review! I thought it was probably the most efficient hotel design I’d ever seen. The green colouring was relaxing. The natural ventila-tion was well thought out and used.

OLGA, tRieR, GeRMAnY08.2012 // New review! Location was great, just 10 minutes away from subway, centrally located, but not noisy, room was clean, neat, nothing extra but everything you need to spend a night after day’s city tour. No fridge or minibar, but this is some-thing extra that we did not expect in any case.

LUKe, MAnAMA, BAHRAin08. 2012 // Very modern, functional hotel. Great lo-cation, close to many subway stations and within 15 minutes walk of all the city centre tourist at-tractions. Super value for money for such a frien-dly, comfortable hotel. Quick, free Wifi works well throughout the building.

jACQUeLine, GLASGOW, UK08.2012 // Stayed here last year and liked it so much came back with my niece. Great location. Rooms are spotless and breakfast is excellent. Would stay here again when I return to Berlin.

GAt FOLieS

CLeLiA, BRUXeLLeS, BeLGiQUe07. 2012 // A recommander! Hôtel design, origi-nal et très propre. Petit déjeuner tout aussi origi-nal, délicieux, expressos à la demande gratuite-ment... Sans aucun doute, je reviendrai dans cet hôtel lors de ma prochaine visite parisienne!

SAntiAGO, CAnARiAS, SPAin01. 2012 // Su personal. Muy amable y profesio-nal. Si te vas a kedar en este hotel la mejor para-da de metro es Cadet. Te recomiendo este hotel, los desayunos son variados y con productos ricos y naturales de primera calidad. Tiene un servicio excelente.

GARBiñe, BiLBAO, SPAin07. 2012 // La calidad del desayuno bufet; la lo-calización cercana al metro; el personal joven y amable, alguno de los cuales hablaba castellano; la limpieza y la calidad de los amenities y la habi-tación tenía todo lo que para nosotros es necesa-rio. Además había panadería y un supermercado en la misma calle. Hemos estado muy a gusto. Volveríamos sin duda a este hotel.

GAt POint CHARLie

jOSe, SeviLLA,eSPAñA08.2011 // Buena ubicación: El hotel está situado en Mauerstrasse, cerca de paradas de metro cén-tricas, por lo que nos resultó perfecto para el viaje que teníamos planificado (visitar los museos de la Museminsle, y pasear por la ciudad por las tardes y posteriormente cenar por distintas zonas, como Kreuzberg, Alexanderplatz, etc.) Habitación con-fortable: La calle es muy tranquila y la habitación nos resultó muy cómoda y espaciosa. No tuvimos ningún problema para descansar a gusto, incluso desde bastante temprano algún día. Limpieza de la habitación: El personal de limpieza es eficiente, cada día encontrábamos la habitación perfecta-mente limpia.

ROCíO, BOADiLLA DeL MOnte, SPAin08. 2012 // Todo,hotelazo precioso, moderno, ha-bitaciones amplias, ubicación perfecta, te coges la bici y te ves la ciudad entera sin coger el me-tro. Hay un chico majísimo,español, que te expli-ca todo estupendamente. Repetiremos seguro!! Todo perfecto.

MARiAnO, SeviLLA, SPAin08. 2012 // Es un hotel muy bien situado, cómodo, limpio y de aspecto funcional, alegre y juvenil. Es muy chulo, pero sobre todo muy práctico y mapa mural en la recepción. Dispone de ordenador para acceso a Internet en la misma recepción, muy cómodo y fácil. Simplemente llama la aten-ción que no tiene armarios, sino unos estantes de diseño, al menos la habitación en la que nos que-damos nosotros, lo cual está bien para estancias corta, y si no llevas mucha ropa.

CARLOS, MADRiD, SPAin08. 2012 // El trato del personal del hotel es real-mente excelente. Muy simpáticos, pueden ade-más atenderte en varios idiomas, incluyendo es-pañol. Todo siempre muy limpio, una ubicación inmejorable a 50 metros de Checkpoint Charlie.... Recomendado 100%

jiMenA, BOGOtA,COLOMBiA07. 2012 // Nos gustó mucho la ubicación, está en la mitad de Berlín, en un punto central ideal para turismo. Las facilidades de Internet inclui-das dentro de los servicios y no cobrados aparte. Igualmente el estilo vanguardista, minimalista y la decoración del hotel.

SUSAn, DUBLin,iReLAnD07. 2012 // Very pleasant stay at this centrally lo-cated hotel, close to shops, restaurants, historical locations, galleries, concert halls etc. Staff were very helpful. My minisuite was well appointed, with good lighting for work or reading, good TVs and WiFi. breakfasts were excellent.

Source; Booking.com

ARiADnA, MAtARO, SPAin06. 2012 // Para nosotros fue una decisión muy acer-tada. El hotel fantástico, la habitación pequeña pero todo en su justa medida. Cama comodísima, baño muy limpio, ubicación perfecta, El personal muy muy amable. No tenemos ninguna queja. Más que reco-mendable.

FeDeRiCO, ZARAGOZA, SPAin05. 2012 // Es un hotel nuevo, limpio y moderno. Las habitaciones “dobles standard” son pequeñas pero tienen todo lo necesario para que la estancia sea muy confortable. El wifi gratuito en todo el hotel es un punto a favor. Mi valoración personal es muy positiva y por lo tanto lo considero un sitio para tener de refe-rencia cuando vuelva a París.

SAntiAGO, BUenOS AiReS, ARGentinA05. 2012 // Instalaciones 100% remodeladas y lim-pias, cercanía a los medios de transportes y a 4 cua-dras de Gare du Nord ( estación de trenes ) y a 2 del metro. Se puede ir a varios lugares caminando ( lafayette, montmantre, opera, etc).

niCOLAS, LOUvieRS, FRAnCe07. 2012 // Personnel agréable. Management fidèle, cela fait plusieurs fois que je vais à cet hôtel et cet-te fois-ci l’hôtel m’a surclassé. Vraiment sympa!Petit déj copieux, produits frais et maison. Une excellente adresse.

CORine, Le tOUQUet, FRAnCe06. 2012 // Petit hôtel sympa à 2 pas des grands ma-gasins, chambre petite mais propre et bien décorée, excellent petit déjeuner, très bon rapport qualité prix, à privilégier pour de courts séjours. Quartier sympa : bars, restos très abordables. Une excellente adresse à Paris.

GAt ROSSiO

LinDA, BASeL, SWitZeRLAnD “I thought that the staff was wonderful and I really like the design in the rooms. The cleanliness was greatly appreciated and the location was terrific. I would stay there again and recommend the hotel to all.

SUSAnA, MeXiCO DF, MeXiCO06. 2012 // The room was amazing! The decoration was great. It was really clean. The hotel is located in the heart of the city, so you can go anywhere from there. The staff was really friendly. Highly recommen-ded!

DieGO MALAGA, SPAin03. 2012 // Este hotel es la segunda vez que lo he es-cogido, sus motivos son por el desayuno que ofrece, te pone cada día una pastelería típica de Lisboa,y su ubicación la cual es excelente, esta rodeado de ba-res y restaurantes típicos de Lisboa y cerca de todo lo importante que tiene un turista que ver.

RiCARDO, BUenOS AiReS, ARGentinA07. 2012 // El personal es muy atento, siempre solí-cito a lo que se le plantea. Las habitaciones están limpias, son cómodas, son agradables. El desayuno es muy completo, inclusive se tiene la posibilidad de tomarlo al aire libre, en una terraza.

AnDReA, CABA, ARGentinA08. 2012 // Todo!! la ubicación es muy buena, el personal excelente super atenta/os , muy bueno el desayuno y las instalaciones son preciosas, super moderno , limpio un detalle los elementos de toilette ecológicos, inmejorable especialmente por la rela-ción precio - calidad.... y nosotros que por otros co-mentarios casi no vamos....más que buena la sorpre-sa!! esperamos regresar a Lisboa y al Gat.

SvetLAnA, SAint PeteRSBURG, RUSSiA07. 2012 // Nice music, great friendly staff and inspi-ring design space. Just luchchshee location in town!

jUAn, MADRiD, SPAin08. 2012 // Sin lugar a dudas lo mejor es su relación calidad-precio. Reservamos con un par de meses de antelación a través de una oferta de booking a 55€ la noche para 2 personas incluyendo desayuno. Habi-tación pequeña, pero muy confortable (buena cama, televisión, aire acondicionado, secador de pelo). Destaca especialmente lo surtido del desayuno y su gloriosa sandwichera. El parking de Restauradores está prácticamente a la puerta del hotel (20€ por día) y la situación es de lo más céntrica para visitar todos los barrios de interés en Lisboa.

MACARenA, MADRiD, SPAin08. 2012 // Original, fresco, cómodo y muy juvenil. Perfectamente situado a 1 minuto de la plaza restau-radores y rodeado de multitud de restaurantes y justo enfrente de una oficina de turismo, parking público en la esquina (caro). Y curiosamente es el primer sitio donde te preparan sándwiches envueltos para llevar!!! Wifi gratuito por todo el hotel y habitaciones con buena cobertura. Azotea chill out donde también puedes desayunar.

travel, design,

city guides or business.

travel, design,

city guides or business.

They all speak Gat.

Press spells Gat Rooms in every language:

Press loves Gat


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Cette semaine...2

N°485- Mardi 5 Avril 2011 www.hote lhebdo.com

Jaume Serra, le fondateur de la chaîne espagnole Clavel, peut savourer le parcours de

ses enfants Alex et Bibiana, qui ont tracé leur propre voie à travers un concept qu’ils ont traduit en deux mots : Sleep Smart (Dormir malin). Le tandem frère et sœur était d’abord tenté par un business plan "classique" : créer des hôtels 5* en centre ville, mais il s’oriente vers un autre défi : démocratiser l’accès au "luxe". Leur modèle économique "Sleep Smart" tourne autour de trois fondamentaux : un décor contempo-rain et stylisé ; des tarifs raison-nables à la limite du low cost ; et une localisation en centre ville. Une véritable gageure qui s’est pourtant transformée en réalité avec l’ouver-ture du premier Gat Rooms, suivi par un second dans la capitale Catalane avant les implantations à l’étranger, d’abord à Lisbonne et plus récemment à Paris. La capitale française a accueilli son Gat Rooms mi-2010 dans le IXe à deux pas des Folies Bergères, qui ont inspiré le nom de ce nouveau 3*, le Gat Folies. Le petit groupe d’Alex et Bibiana Serra a acquis murs et fonds d’un hôtel dont le propriétaire ne pouvait assurer les travaux de mise aux normes. Il en a coûté 9 M€, selon l’Agence régio-nale de développement de Paris Ile-de-France, qui a porté le projet, et les travaux nécessaires ont duré 15 mois. Au total, il a fallu à peu près deux ans et demi pour que le

projet d’implantation se concrétise. Le résultat est étonnant pour le quartier : un hôtel de 38 chambres au décor stylisé, qui développe un concept ‟espiègle comme le félin qui dort en vous” et qui s’inscrit dans la nouvelle généra-tion des boutiques hôtels, prête à atta-quer toutes les capitales. Mais à la différence des Philippe Starck et Ian Shragger, les pionniers du concept, c’est un nouveau modèle économique qui se met en place. La décoration reste un élément essentiel, mais le tandem Serra tient aussi à serrer les prix. Diplômé de l’Ecole hôtelière de Barcelone, Alex se complète bien avec sa sœur, diplômée, elle, en Gestion et management des entre-prises. Ils savent utiliser astucieuse-ment les opportunités d’assistance et la prise en charge par les institu-

tions financières locales. C’est ici qu’intervient l’ARDPIF.L'Agence a pour mission de faciliter l’implantation des entreprises sur son territoire. Elle a donc accompa-

gné l’implanta-tion du groupe rue Geoffroy Marie. Elle a pré-paré le recrute-ment via la sec-tion Hôtellerie de Pôle Emploi, qui a débouché sur deux embauches. Elle a aussi déblayé tout le

terrain administratif, social et fiscal mettant les jeunes entrepreneurs en relation avec un avocat fiscaliste, qui a aidé à trouver le meilleur montage. Gat Rooms a aussi bénéfi-cié d’une introduction auprès de la Mairie de Paris qui a apporté son aides pour les cours de langue de la directrice Gemma Barberà, et a appuyé ses opérations de communi-cation lors de l’ouverture.

La communication se décline autour du nom, Gat, le chat catalan, mas-cotte féline et urbaine dont l’œil aux aguets trouve sa place dans la charte graphique du groupe et symbolique-ment dans le décor des chambres : cage à oiseaux aux barreaux tordus ou bocal à poissons vide avec quelques plumes ou des arrêtes signalant le coupable invisible : le chat. Le vocabulaire décline aussi la Gat City, ville branchée qui abrite un Gat Hotel et sa Gat Kitchen, le restaurant attenant, avant de monter dans sa Gat Room et essayer ses Gatgets (produits d’accueil) et écouter la musique composé par la Gat Attack (une équipe culturelle d’animation au service des clients).La directrice de l’hôtel Gemma, 29 ans, est l’ambassadrice de cette phi-losophie moderne et cosmopolite. Venue tout droit de Barcelone pour monter le projet, elle a la familiarité naturelle catalane. Mais elle sait jouer la diplomate vis-à-vis de ses confrères, nombreux dans le quar-tier. ‟Nous nous connaissons tous et on se serre les coudes. On n’hésite pas à se donner un coup de main entre confrères”. Apparemment, le groupe a trouvé la bonne formule : le taux d’occupation surfe réguliè-rement sur les sommets, avec un prix affiché oscillant entre 120 et 180 euros. Le groupe annonce pour 2010 un CA proche de 10 M€ pour ses cinq hôtels, un chiffre trois fois supérieur à l'année précédente.

■ Alvaro Alda

Implantation française d'un groupe espagnol

Gat Folies : le chat catalan investit les Grands boulevards

HÔTELLERIE

QUATORZE CANDIDATS AU LABEL PALACEA la clôture du dépôt des candi-datures auprès d’Atout France, quatorze établissements ont passé le premier filtre pour pou-voir être présentés au “jury» pré-sidé par l’académicien Dominique Fernandez, qui rendra son verdict à ma mi-avril pour leur accorder, ou non, le label Palace qui le désigne comme faisant partie des plus beaux établissements de France. La moitié des candidats est parisienne, l’autre se répartit entre la côte atlantique et la côte d’Azur.

PULLMAN ET NESPRESSO SIGNENT UN PARTENARIAT MONDIAL…L’enseigne haut de gamme pour clientèle d’affaires individuels et séminaires s’est associé avec la célèbre marque de café à la por-tion, dosettes et capsules, qui sera servi en exclusivité dans tous les hôtels du monde. Des machines dédiées sont mises en place dans les chambres, dans les salles de séminaires et dans les espaces restaurants & bars, qui bénéficieront de mélanges exclusifs Nespresso Pullman (Café Latte, l’Espresso Macchiato et le Cappuccino Glacé). Un cha-riot à café “Nespresso s’invite chez Pullman” sera en place en exclusivité dans le lobby de l’hô-tel tous les jours dès 4h30 du matin.

… ET MERCURE SE DOTE D’UN NOUVEAU SITE INTERNETAvec ses 700 hôtels non standar-disés dans 49 pays, mais respec-tant des normes de qualités rehaussées, Mercure a relancé son positionnement plus haut de gamme, il y a quelques années. L’enseigne renforce cette straté-gie avec un nouveau site : mer-cure.com, qui met en avant la richesse et la variété de l’offre. Elle s’appuie sur un univers visuel complètement renouvelé avec davantage d’images et de contenu et une ligne éditoriale revue et corrigée, qui fait appel aux testimoniaux. Cinq entrées thématiques visibles en page d’accueil : affaires, loisirs, réunion & événement, voyages théma-tiques et offres spéciales, per-mettent d’affiner la recherche, en plus de la géolocalisation.Mercure.com a accueilli 13 mil-lions de visiteurs en 2010 soit une hausse de 30% par rapport à2009, un volume important puisque 20% des clients Mercure réservent par le web.

Enfants d’hôtelier, fondateur de la chaîne espagnole Clavel Hoteles, Alex et Bibiana Serra ont développé leur propre concept, Sleep Smart, alliant design et prix serrés. Leur chaîne Gat Rooms compte un 5e établissement, le second hors de Catalogne, ouvert à Paris. Le Gat Folies, à deux pas des Folies Bergère, se décline comme une nouvelle génération de boutique hôtel accessible au plus grand nombre.

L'Agence régionale de développement a aidé à

porter le projet et à déblayer le terrain

administratif, social et fiscal

© D

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Display of a sort of articles and

covers of international press,

trendy magazines, travel

guides and hotelier sector

magazines with presence of

gat rooms publicity.

3,05 euros - CPPAP : N° 1012T80033

N°485 / Mardi 5 Avril 2011

A deux pas de Paris, de Londres ou encore de Bruxelles, Calais est aujourd’hui plus connu pour son port que pour son tourisme balnéaire. Mais la ville fait tout pour que cela change. Entre la rénovation de son centre, la création de nouveau quartier et la revalorisation et la mise en tourisme de son patrimoine, elle fait tout pour rappeler à ceux qui l’auraient oublié qu’elle aussi est une destination de tourisme urbain, et qu'elle a une des plus longue plage d'Europe. Pour maintenir la dynamique positive dans laquelle s’est inscrite son tourisme d’affaires, Calais agrandi son port, développe son tissu industriel, et réfléchit même à la création d’un Palais des congrès. (Lire p. 8 à 11)

C E T T E S E M A I N E

Gat Rooms le groupe espagnol investit les Grands boulevards

Tourisme France, deux ans pour gagner une place

(Lire p. 2 et 3)

VOUS AVEZ LA PAROLE

Vous êtes-vous senti victime des avis postés sur Tripadvisor ? (Lire p. 7)

M A N A G E M E N T

Restrictions dans l'aménagement du temps de travail (Lire p. 12)

Règles du Crédit d'impôt en faveur de l'intéressement (Lire p. 13)

VIE PROFESSIONNELLE Le Conseil de Paris règlemente la future gestion des terrasses (Lire p. 14)

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Calais joue la carte du carrefour de l'Europe

Mars 2011, l'activité hôtelière se met sur pausePour la première fois depuis un an, le RevPAR mensuel de l'hôtellerie fran-çaise accuse une baisse. Modeste, heu-reusement, elle s'explique par une chute de fréquentation autour de Paris et dans les grandes régions. Les prix moyens, eux, continuent de progresser. Entre décalage de vacances, périodes électorales et événement internationaux qui ont impacté les déplacements, cette baisse n'est que conjoncturelle, mais mérite d'être surveillée. (Lire p. 6)

© D

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© T

hierry

Sam

uel

Vincent Volkoff, le punch du management Cet ancien boxeur, qui se proclame autodidacte, a mis à profit la combativi-té déployée sur les rings pour se forger une carrière dans la restauration. De la pizzeria aux maisons étoilées Michelin, la progression a été jalonnée de ren-contres et d'une constante soif d'ap-prendre. Entré en 1993 dans le groupe Louvre Hôtels, il y gravit aussi rapide-ment les échelons, pour présider aujourd'hui le Comité qui coordonne les rénovations et animer le nouveau Club des Directeurs qui doit renforcer la cohésion du groupe. (Lire p.16)

EDITOLa nouvelle économie n'est pas la nouvelle jungle Pourquoi faudrait-il que les nouveaux outils, qui sont censés apporter plus d'ef-ficacité et plus d'opportunités d'ouverture sur le monde, se libèrent des règles déontologiques de base ? La mise en place d'une nouvelle économie, plus numérique, plus connectée, plus instanta-née, doit-elle forcément s'assimiler à une nouvelle jungle où la loi du plus fort prime sur le respect des Lois ? C'est pourtant sur ce chemin que veulent nous entraîner les géants planétaires de l'univers du Web 2.0. Les réseaux sociaux sont un livre ouvert à tous pour y déposer sans véritable modération des avis définitifs et des commentaires plus ou moins argu-mentés. Tout cela ne serait pas si grave si les conséquences ne se mesuraient pas chaque jour dans l'activité réelle des hôteliers mis sur la sellette du Net. Dans le succès planétaire de Tripadvisor, il y a un côté apprenti sorcier, dépassé par ses propres formules magiques. Pour reprendre une expression d'un hôtelier désabusé, les sites communautaires sont devenus le nouveau Mur des lamenta-tions, qui sert de défouloir à la moindre contrariété. Non seulement les informa-tions non contrôlées ont libre cours sur la Toile mondiale, mais elles sont mainte-nant piratées, comme l'a reconnu, un peu penaud, le patron du site Tripadvisor. Où sont-elles passées ? Qui va les utiliser ? Pour faire du marketing sauvage ou de la manipulation commerciale ? Il est temps d'y mettre un peu d'ordre. Aucune pra-tique, même bien intentionnée, ne peut se mettre au-dessus des lois, ni au-des-sus des règles. Il est évident que le client a le droit de s'exprimer sur l'expérience qu'il a vécu et les hôteliers ont le devoir impératif de recueillir son avis. Le Livre d'or, ancienne génération, a simplement changé de dimension mais pas de nature. Il s'agit avant tout de partager ses impressions avec les autres clients et de fournir à l'hôtelier toutes les informations pour qu'il s'améliore. Mais il n'est pas sain que les hôteliers se déchargent sur d'autres et leur abandonnent cette fonc-tion de contrôle permanent qu'ils doivent continuer de maîtriser. D'autant plus que seuls devraient être pris en compte les avis assumés par de véritables clients qui ne se réfugient pas derrière l'anonymat d'un site communautaire pour déverser leurs commentaires. Le XXIe siècle sera numérique ou ne sera pas. C'est sans doute vrai, mais il ne peut pas s'affranchir d'une déontologie élémentaire. On évitera les pratiques fantaisistes ou malveillantes pour revenir tout simplement aux fonda-mentaux du marketing. Georges Panayotis Directeur de la rédaction

AND SO DO

US!

AND SO DO

US!

Gat Rooms teAM


Brand Book124

jAUMe SeRRA

It all started when I was quite young studying at the Jesuits School in Barcelona. I finished my superior studies, working and studying in the evening law at the University of Barcelona. English, French, German a little bit of Dutch and Italian were the languages needed for the airline business where I begun my working ex-perience. First in KLM, Royal Dutch airlines in Barcelona, Las Palmas on the occasion of the opening of a new route Amsterdam-Zurich, Ca-sablanca, Las Palmas, Monrovia, Conackry and Accra. After that I requested to be transferred to Germany to practice my German and I spent one year in KLM Bonn, Cologne for that reason. I returned to Barcelona and joined Swissair and in both airlines I had the chance to get to know all commercial departments and follow yearly courses in their headquarters in Amsterdam and Zurich. At the age of 25 I was appointed district manager of Canadian Pacific Air cp air for Catalonia and the Balearic Islands. This up-grade position gave me a lot of experience in management. After 5 years I decided to enlarge my tourist experience in the travel trade where I even succeeded in owing a 33 percent of one of the most modern travel agencies in Barcelona, preparing very professional incentive groups all over the world as well as opening new markets to Cuba and the peoples Republic of China in 1976. It was in 1982 where I started in the hotel business in Barcelona creating NH hotels with a group of investors. Having travelled before all over the world, and knowing the most renewed chains and hotels everywhere, made it very easy to me to improve the hotel quality at that time in Spain. In 1986 the Spanish hotel chain Sol Melià asked me to join them for a new project. In 1993 I decided to start my own company Clavel Hote-les with a capital of my own at 100 pcnt. We ma-naged the hotel Barcelona Sants of nearly 400 rooms, 1993 and in 1995 I created a new com-pany with the Spanish hotel group Barceló, BC Hoteles where my company held a 49pcnt Bar-celó wanted to know more about city hotels and I wanted to be supported by such a large and prestigious hotel group to grow. We enlarged the company with 6 hotels in Barcelona, Bilbao and Vitoria and kept the company together until last year when I decided to sell my shares to Barceló to impulse Gatrooms where I am fully conscious

of its success in this segment of market where there is a lot to be done.

ALeX SeRRA

Hotel manager of the second generation, initia-ting his formation in the Liceu Francés de Bar-celona, completing it in la Escuela Superior de Hostelería y Turismo de Barcelona (UAB) and extending it with a Master in Hotel Management given by the business school ESADE. He deve-lops initially his professional career combining the studies with operative positions in diverse companies of the sector (Little Italy, Hotel Bar-celó Sants, Sheraton Brussels), for, once finis-hed to occupy managerial charges in the hotel group Barceló Clavel Hoteles. Finally, in the year 2.001 he creates with her sister the company Gat Accommodation, which purpose is the ma-nagement of urban hotels under the philosophy of “low cost”, in which nowadays is associate-founder and general manager. At present he leads the process of expansion and internatio-nalization of the company, emphasizing the on-going project hotels located in Lisbon, Berlin, Paris and woldwide. BiBiAnA SeRRA

Studied at the Lycée Français de Bracelone, then got a BBA university degree at the Escue-la de Administración de Empresas in Barcelona and Nottingham Trent University, UK. To finish her formation period, she passed a seminar at the Institut Català de Tecnologia of how to intro-duce Quality Systems in Hotel management. As work experience, she started in 1996 during her stay in New York city, doing a professional trai-ning at the Human Resources Department of the American International Group, NYC USA organi-zing some of the staff trainings in New York and worldwide. Then worked at the Man Laï Location & Special Events Consultant giving support to celebrate all kind of events. Back to Spain, in 1997 she worked at the Barceló Clavel Hoteles, S.A. in charge of the Quality Management Model and the Marketing Department of the 4 hotels of the company. In 2001, after her experience in the accommodation business, she decided to create a family business with his older brother Alex and her father focused on a new concept’s hotel aware of the gap in the market of nice ho-

OUR MAnAGMent teAMWHO WE ARE?

tels from 2 to 3 stars in Spain. The family decided to set up a company dedicated to a new generation of hotels, smart, clean and well located (basically city center). Considering very seriously the idea of good value for money without forgetting 5 stars cleanli-ness standards.

ORiOL SeRRA

Is the youngest in the family. In his early years he attended the Lycée Farançais of Barcelona, his ho-metown. He completed his secondary school edu-cation in Abat Oliva in the same city. Afterwards, he qualified in Law in the Universitat de Barcelona and a year later he continued his education in the Cen-tro de Estudios Financieros de Barcelona, where he took a Master’s Degree in Taxation. After working as a lawyer in a prestigious law firm RCD Tax and Legal Advisors for almost five years, he has finally decided to take part in the family business as an audit manager, coinciding with the expansion of the group.

iván SALDAñA

Bachelor in Business Administration and Master in Business Administration (Major in Finance) from the business school ESADE in Barcelone. After wor-king in different sectors during the summer-times (banking and internet), he initiated his career in the hostelry industry in Barceló Clavel Hoteles in Barce-

lona in 1998 as controller, after developing diverse functions he achieved the Administration and Finan-ce Management and was an active member of its Executive Committee. After the sale of the participa-tions of Clavel Hoteles in BC Hoteles to the Barceló Group in the end of 2006, he joined Clavel Hoteles Group as Financial Manager in order to manage the Corporate Patrimony which aim is to create its own chain of city-hotels (gatrooms).

ALFOnS AGULLó

Bachelor in Business Administration from the busi-ness school European in Barcelona, and MBA by the business school ESADE and a Master in Marke-ting by the business school ESADE. His professional career initiated it in 1990 as assistant of Marketing in Tourism of Catalonia of the Catalan Government. Then he moved to London to be employed at Bri-tish Tourist Authority, at the Marketing oversea de-partment. In 1996 he returns to Barcelona to be em-ployed at BCHOTELES occupying different positions inside the sales department and he was the person in charge of the program of BCHOTELES’s Loyalty, a program called BCBC. After that, he worked for SWISSCOM as Marketing manager for Spain. He re-covered the Marketing manager’s function in CIRSA where his principal projects were China and Mexi-co, as well as the game in Spain. Nowadays he is the Marketing &Sales manager of Gatrooms.


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INtERVIEW WItH SERRA FAMILY

Oriol: And we’ve found a niche we didn’t expect: Corporate. It’s been a real Word of mouth thing… The suits took their compa-nies. And now we’ve dont some events for Loreal or Red Bull… this is Amazing!jaume: Yes, we expected word of mouth to be a great communication channel, but we did never think we could actually have a big segment based on corporate.Bibiana: Yes, we did never expect to have such a success! Nor to be able to be so flexible, and without increasing costs –that is staff- perform such a good service!

WOULD YOU DO it AGAin?All: Yesss!!!

nO HeSitAtiOnS…Bibiana: Not at all! (they all nod).

WHAt WOULD YOU CHAnGe?Bibiana: Basically nothing. I mean, we are always changing… we adapt to the demand, I guess this is the key to our success.jaume: It’s true. Though, of course, now we know better how long do things take, how to evaluate risk and effort… But this is not chan-ging… it’s improving!

AnY PReDiCtiOnS ABOUt tHe FUtURe? DO YOU FORSee AnYtHinG?jaume: I do not have a magic cristal ball… but I envision a really long and happy future for Gat Rooms!! As long as we keep loyal to our values, that is, to our hosts!Oriol: Meow!Alex: You know, we are cats… that is, always lucky and with nine lives… what could go wrong?!

AnD tHeY ALL LAUGH AnD CeLeBRAte in tHeiR CAttY MASKS… A FUnnY FA-MiLY FOR An AMAZinG BUSineSS. COn-GRAtULAtiOnS AnD GOOD LUCK!!

We Meet tHe WHOLe FAMiLY in FROnt OF GAt POint CHARLie in BeRLin AnD tO OUR SURPRiSe, tHeY ARe CAtS! jAUMe (tHe FAtHeR), BiBiAnA, ALeX AnD ORiOL ALL SHOWeD UP WitH CAt MASKS… AnD ReFUSeD tO tAKe tHeM OUt! tHeY ARe in FACt CAt LOveRS!

WHY DiD YOU StARt SUCH A BUSineSS?jaume: I’ve always been in the hotel busi-ness so, what else could we do? It’s the only thing I’m good at! (and he lagus).Bibiana: (Laughing) He’s right, he’s a terrible father… meow!Alex: Seriously, we all have studied to follow the family business tradition, we simply love it!!Oriol: Yes, I think it’s in our genes… I mean, we’ve been travelling around, going from one hotel to another, analyzing them, learning from our parents since we were kids… wi-thout even noticing it! Alex: It would have been foolish to do an-ything else… I think this is the only thing we all agree on!! (and they all laugh).

WHAt WeRe YOU AFteR?Alex: Success, of course!!Oriol: The chance…Bibiana: … and challange!Oriol: Yes, and challange, to start our own business… though with a little help from this man’s experience, of course!jaume: All I wanted was to give them the op-portunity to enjoy life as much as I do!

WHAt HAve YOU FOUnD tHAt YOU DiDn’t eXPeCt?Alex: That things move slower than you think…Bibiana: Yes, sometimes it’s frustrating… but that’s part of the “growing process” as they say! –says with a smile.

enviSiOninG tHe FUtURe 15 YeARS AGO

From left to right;

Alex Serra, manager

Jaume Serra, chairman

Bibiana Serra, manager

Oriol Serra, manager


Brand Book128

BOPBAA ARCHiteCtS:jOSeP BOHiGAS, FRAnCeSC PLA AnD iñAKi BAQUeRO

WHen DiD YOU StARt WitH GAt ROOMS?Marta: We were there from the begining…Ariadna: … even before the begining!Marta: They asked us to find a good name for the company… and we came up with a whole concept! Ariadna: It was big fun! We found out a thread –that is, the target as cats- and everything came really easy!

WHAt DO YOU DO FOR GAt ROOMS?Marta: We help them with graphics, and commu-nication ideas.Ariadna: And you also do the signaling in each ho-tel. I say each because they are all different!

WHAt DO YOU LOve MOSt At GAt ROOMS?Ariadna: The cat trail. All the details showing that there is a cat… but never seeing it! To me it’s the essence of the whole thing: complicity. Marta: The cool&clean idea. To me this is the es-sentials, and that’s why it will always last! WHiCH CitY WOULD YOU LiKe tO Be tHe neXt?Marta: Not one, all of them!Ariadna: Venice, the true city of cats. Seriously, as Marta said, all of them, from Helsinki to Cairo!

i KnOW YOU eACH HAD A CAt, WHAt WeRe tHeiR nAMeS? Marta: Antúnez, my street when he came home. It’s a not very common family name.Ariadna: Fellini. I thought it really was a cat-like name… and I love his films!





inteRvieWinG GAt ROOMSCOLLABORAtORS teAMS

WAnDA: inti veLeZ, DAni, iRiS AttReZZO DeSiGneRS

jOSeP ABRiLFASHiOn DeSiGneR









eStUDi CAnó: ARiADnA eSteve / MARtA LLinÀSCOnCePt, PRODUCt DeFinitiOn & GRAPHiC DeSiGn

inteRvieWinG GAt ROOMSCOLLABORAtORS teAMS


Brand Book130

Draw the cat you have inside! take a pen, and fill the page with your cat portrait. if you experience any trouble at doing so, don’t hesitate to contact us for further instructions and tips.

Gat Rooms Headoffices: carrer Ávila 24.28 M1. 08005 Barcelona, Spain.t: + 34 93 221 04 56 F: + 34 93 224 00 86 [email protected] gatrooms.com

MEEOW!

TransLaTIOn: ”See YOU SOOn” GAtROOMS.COM

Documents

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