Publicação
Optimising digital and social media touchpoints fopr direct bookings in city-based leisure hotels: a multi-case analysis and strategy for westmont hospitality group-holiday in Amesterdan Arena Towers
| Resumo: | Digitalisation and social media have transformed how guests search, evaluate and book hotels, making digital touchpoints central to visibility, trust and booking behaviour. This project examines how a major hotel group can optimise these touchpoints along the guest journey to increase direct bookings across city-based leisure properties. Using a multi-case consulting approach, four European hotels were analysed through semi-structured interviews, internal documents and an adapted social media maturity framework. Findings reveal fragmented practices and limited journey integration. The study demonstrates how a maturity-based diagnosis can be translated into prioritised, transversal journey-aligned recommendations and a phased roadmap for consistent, decision-oriented execution. |
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| Autores principais: | Cabrita, Carolina Breia Filipe |
| Assunto: | Direct bookings Digital touchpoints Customer journey Social media maturity Revenue optimisation Hospitality marketing Online travel agencies City-leisure hotels Consulting approach |
| Ano: | 2026 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Digitalisation and social media have transformed how guests search, evaluate and book hotels, making digital touchpoints central to visibility, trust and booking behaviour. This project examines how a major hotel group can optimise these touchpoints along the guest journey to increase direct bookings across city-based leisure properties. Using a multi-case consulting approach, four European hotels were analysed through semi-structured interviews, internal documents and an adapted social media maturity framework. Findings reveal fragmented practices and limited journey integration. The study demonstrates how a maturity-based diagnosis can be translated into prioritised, transversal journey-aligned recommendations and a phased roadmap for consistent, decision-oriented execution. |
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