30
2013
2012
2011
2010
140.3
2009
143.2
172.8
179.3
179.4
2014
190.3
2013
2012
2011
2010
36.4
2009
42.1
59.0
68.7
75.9
2014
85.0
25.9%
29.4%
34.1%
38.3%
42.3%
44.7%
Sales (
€
m)
By Year
EBITDA (
€
m) and Margin (%)
By Year
Since Investindustrial’s entry at the end of 2009, PortAventura
has performed strongly: EBITDA has more than doubled
increasing to
€
85 million with a margin of 45% and the number
of visitors has increased by 15% as a result of new park offerings
and a relaunched commercial strategy. The management of the
company has focused on the following areas over the past years:
New park offerings:
The new kids area, SesamoAventura, and
the new rollercoster, Shambhala, which opened in the last three
years, have continued to attract both repeat and new visitors
throughout 2014. In 2013, PortAventura opened the doors to its
refurbished attraction, the Costa Caribe Aquatic Park. The water
park is set in more than 50,000 square meters of grounds and
offers an extensive range of attractions to cater for the whole
family. The latest attraction is the AngKhor Boat ride, inspired
by the famous Asian temple, represents the longest circuit of its
type in Europe.
Commercial strategy:
In recent years, supported by the new
kids area and the new rollercoaster, the company has refocused
its marketing strategy to concentrate on traditional values,
entertainment and family. As a result, it has been able to
reverse the negative trend in visits prior to Investindustrial’s
entry, achieving a substantial increase in visitors from abroad.
In the hotels business, the company has worked very closely
with major tour operators both in Spain and internationally
to develop a cohesive marketing strategy to increase hotel
bookings since 2009. PortAventura is investing significantly to
further diversify its customer base and to attract new customers
especially from the growing Russian and Chinese markets.
In addition the implementation of a new website and booking
engine and the introduction of call centre best practices, have
significantly increased direct bookings from
€
2 million in 2009
to
€
23 million in 2014.
A
successful
development strategy
From left: Gianfranco Bollini (Shows Director), Sergio Feder (President), Giovanni
Modena (Park Operations Director), and Fernando Aldecoa (Head of Finance and
Operations)
