STRATEGIES / 100 days Carsten Rath with ArabellaSheraton - Sharper luxury profile and repositioning
Magazin • 24.2.2006 • 949
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Sharper luxury profile and repositioning

"100 days" Carsten Rath with ArabellaSheraton

24.2.2006

Palma de Mallorca. The newly opened Castillo Hotel Son Vida on the Spanish island of Mallorca is in future to be marketed primarily through The Leading Hotels of the World and not through the reservation system of the company's joint venture partner Starwood. What at first sight may seem of little significance, is part of the new brand and luxury strategy within the ArabellaSheraton hotel group. The hotels are to be repositioned - and not only in Mallorca. The Schoerghuber subsidiary has also signalled further expansion plans. To mark his first "100 days" with the company, Carsten Rath, Management Chairman of Arabella Hotel Holding International and of the Advisory Board of ArabellaSheraton Hotel Management Ltd. explained the first steps of his new strategy under the motto "People, Passion, Performance".

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