Martorell, Onofre 1968- (Onofre Martorell Cunill)

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Martorell, Onofre 1968- (Onofre Martorell Cunill)


Born August 27, 1968, in Palma, Spain; son of Miguel Martorell (a manager) and Catalina Cunill (a manager); married Nuria Oliver (an economist), March 25, 2006. Education: University of the Balearic Islands, earned master's degrees in economic-financial management and business administration, 1992, Ph.D., 2001.


Home—Palma de Mallorca, Spain. Office—University of the Balearic Island, Eidifici Jovellanos, Cra de Valldemossa km 7.5, 07122 Palma de Mallorca, Spain. E-mail—[email protected]


Educator and writer. University of the Balearic Islands, Palma de Mallorca, Spain, assistant professor, 1998—, vice dean of College of Economics, director of the Tourism School. Lecturer at the Financial Institute of Madrid, International Business Center of Financial Studies, the Business School ESADE, and the University of Alicante.


FITUR Award, IFEMA, 2003, for The Growth Strategies of Hotel Chains.


Cadenas Hoteleras: Análisis del Top Ten, Ariel Turismo, 2002.

The Growth Strategies of Hotel Chains: Best Business Practices by Leading Companies, Haworth Hospitality Press (New York, NY), 2006.


Onofre Martorell is a Spanish academic and tourist industry expert. Born in Palma, Spain, on August 27, 1968, Martorell is the son of parents who were in management. His interest in the field of management peaked in university, where he earned degrees in business administration and economics from the University of the Balearic Islands. In 2001 he completed a Ph.D. in economics from the same university. In 1998 Martorell began working at his alma mater as an assistant professor. He eventually became vice dean of the College of Economics and director of the Tourism School.

In 2006 Martorell published The Growth Strategies of Hotel Chains: Best Business Practices by Leading Companies. The book discusses the various theories on growth strategies of hotels, management practices, and also delineates examples of how global industry leaders have applied them to their advantage using succinct case studies. He uses to-the-point language, allowing common readers to understand the developments taking place in the industry without needing to know the history and development trends prior to reading the book. Martorell focuses on the balance and advantages between specialization and diversification; diagonal, vertical, and horizontal integration; ownership and leaseholds; and acquisitions and mergers. He also looks into the effects that globalization is having on hotel chains. Each chapter opens with a different theory, which is explained and applied to hotels, before it is more widely applied to the tourist industry in general. The individual case studies found in each chapter highlight a range of issues from the perspective of marketing and economics, including strategic planning and alliances, branding, management contracts, and competitive strategies. Colette O'Brien, writing on the Tourism Society Web site, wrote that it is "clear" that Martorell has a great deal of experience in this field. O'Brien observed that the book is supported by "comprehensive notes." O'Brien found that the book is "an important teaching and learning resource for tourism management students" and industry professionals and practitioners alike. A contributor to Reference & Research Book News agreed that the book is "aimed at students and professionals." O'Brien concluded by saying that The Growth Strategies of Hotel Chains "is a valuable addition to tourism management and marketing literature."

Onofre Martorell told CA: "My motivations for writing are to communicate my learned knowledge. My specialization influences the topics I choose to write on. All my life I have lived on Balearic Island, where the island's economic incomes are based on tourism. Consequently, conducting research in this field was one of my main concerns, so that I would be able to improve the tourist sector in Balearic Island. As for my writing process, first, I look for information. Then I write a rough copy to review. Finally, I make a final review to get the definitive paper."



Reference & Research Book News, May, 2006, review of The Growth Strategies of Hotel Chains: Best Business Practices by Leading Companies.


Tourism Society Web site, (January 12, 2008), Colette O'Brien, review of The Growth Strategies of Hotel Chains.

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Martorell, Onofre 1968- (Onofre Martorell Cunill)

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