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Grado En Gestión Hotelera Y Turística

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Grado En Gestión Hotelera Y Turística Trabajo Fin de Grado: Estudio comparativo de dos cadenas hoteleras líderes en el sector, Meliá Hotels International y RIU Hotels & Resorts GRADO EN GESTIÓN HOTELERA Y TURÍSTICA Trabajo Fin de Grado Curso académico 2019/2020 INÉS LAINZ CORTIJO ESTUDIO COMPARATIVO DE DOS CADENAS HOTELERAS LÍDERES EN EL SECTOR, RIU HOTELS & RESORTS Y MELIÁ HOTELS INTERNATIONAL COMPARATIVE STUDY OF TWO LEADING HOTEL CHAINS IN THE SECTOR, RIU HOTELS & RESORTS Y MELIÁ HOTELS INTERNATIONAL DIRECTOR D. José Luis Antón Roldán Trabajo Fin de Grado: Estudio comparativo de dos cadenas líderes en el sector, Meliá Hotels International y RIU Hotels & Resorts GRADO EN GESTIÓN HOTELERA Y TURÍSTICA Trabajo Fin de Grado Curso académico 2019/2020 Fecha de entrega: 17/06/2020 AUTORA: Inés Lainz Cortijo TÍTULO: Estudio comparativo de dos cadenas hoteleras líderes en el sector, RIU Hotels & Resorts y Meliá Hotels International DIRECTOR: José Luis Antón Roldán TRIBUNAL: Nombre: Firma: Nombre: Firma: En Santander a Trabajo Fin de Grado: Estudio comparativo de dos cadenas líderes en el sector, Meliá Hotels International y RIU Hotels & Resorts RESUMEN: El turismo es una de las mayores fuentes de ingresos para muchos países por todo el mundo. El sector hotelero español permite que esto sea posible gracias al crecimiento y adaptación de las infraestructuras a lo largo de la historia. De este modo, en este trabajo se pretende dar a conocer mejor dos de las cadenas hoteleras españolas líderes en el sector en multitud de países. Así, desarrollaremos tanto el inicio como la expansión e internacionalización de Meliá Hotels International y RIU Hotels and Resorts. A continuación, no solo se analizarán los aspectos mencionados anteriormente, sino que profundizaremos de manera que se llegue finalmente a las conclusiones obtenidas del desarrollo. Palabras clave: turismo, cadenas hoteleras españolas, comparación, internacionalización, origen, ingresos, Coronavirus Covid-19, estrategias. ABSTRACT: Tourism is nowadays one of the most important sources of income around the world. Spanish hospitality industry makes this possible thanks to the growth and adaptation of the infrastructures during time. Therefore, this essay is pretended to reveal some information of two of the most important hotel chains in Spain and among other countries. Furthermore, we will give details on how the chains Meliá Hotels International and RIU Hotels & Resorts started their business and how they managed to expand as we know them nowadays. Hereunder not only aspects mentioned before are going to be analyzed but also, we will dig to get to the right conclusions. Keywords: tourism, Spanish hotel chains, comparison, internationalization, origin, income, Coronavirus Covid-19, strategies. Trabajo Fin de Grado: Estudio comparativo de dos cadenas líderes en el sector, Meliá Hotels International y RIU Hotels & Resorts ÍNDICE 1. Introducción: El turismo ........................................................................................................... 4 1.1 Concepto ...................................................................................................................................... 4 1.2 Evolución histórica .................................................................................................................... 4 1.3 Turismo en España .................................................................................................................... 6 1.4 Finalidad, objetivos y metodología ....................................................................................... 6 2. Encuestas y análisis de las mismas ........................................................................................ 8 2.1 Preguntas ..................................................................................................................................... 8 2.2 Respuestas y conclusiones .................................................................................................... 10 3. RIU ................................................................................................................................................ 15 3.1 Orígenes y desarrollo .................................................................................................................... 15 3.2 Marca ................................................................................................................................................ 15 3.3. Política de la empresa: el cliente .............................................................................................. 16 3.4 Internacionalización ..................................................................................................................... 18 3.5 Relación entre RIU y TUI ............................................................................................................. 19 3.6. Covid-19 .......................................................................................................................................... 19 3.7. Contabilidad ................................................................................................................................... 21 3.7.1 Introducción: ...................................................................................................................................................................... 21 3.7.2 Datos: ................................................................................................................................................................................. 22 3.7.3 Representación gráfica del balance: .................................................................................................................................. 24 3.7.4 Fondo de maniobra o capital circulante: ........................................................................................................................... 25 3.7.5 Situación financiera analizada: ........................................................................................................................................... 26 4. MELIÁ ........................................................................................................................................... 29 4.2 Orígenes y desarrollo .................................................................................................................... 29 4.3 Marca ................................................................................................................................................ 30 4.3.1. Marcas complementarias .................................................................................................................................................. 33 4.4. Política de la empresa: las personas ....................................................................................... 35 4.5 Internacionalización ..................................................................................................................... 36 4.6 Estrategia Covid-19 ....................................................................................................................... 38 4.7. Contabilidad ................................................................................................................................... 39 4.7.1 Introducción: ................................................................................................................................................................... 39 4.7.2 Datos: ............................................................................................................................................................................... 39 4.7.3 Representación gráfica del balance: ............................................................................................................................ 41 4.7.4 Fondo de maniobra o capital circulante: ..................................................................................................................... 42 4.7.5 Análisis mediante ratios: ............................................................................................................................................... 43 5. Comparativa entre las cadenas y conclusiones ................................................................. 46 6. Índice de imágenes y gráficos ............................................................................................... 48 7. Referencias: Webgrafía ........................................................................................................... 50 3 Trabajo Fin de Grado: Estudio comparativo de dos cadenas líderes en el sector, Meliá Hotels International y RIU Hotels & Resorts 1. Introducción: El turismo 1.1 Concepto Según la Organización Mundial del Turismo (OMT), el turismo consiste en aquellas actividades que las personas realizan mientras estan de viaje en entornos donde no es habitual que se encuentren, cuyos fines son el ocio, los negocios u otros y duran periodos inferiores a un año. (OMT 2014) 1.2 Evolución histórica Inicialmente, la sociedad se desplazaba únicamente por motivos de necesidad como podían ser guerras, catástrofes naturales o exilios, pero no es hasta el siglo XIX, como consecuencia de la Revolución Industrial, cuando nace el turismo como tal. A partir de este momento la intención principal de los desplazamientos es el ocio, cultura, salud… De esta manera, nace ligado a la alta sociedad de aristócratas ya que su condición económica es privilegiada. Sin embargo, la Revolución Industrial hace que surja una
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