Publicação
How to achieve a breakthrough with Pestana Collection Hotels- developing the communications plan for Pestana Collections Hotels
| Resumo: | This thesis examines the competitive positioning of Pestana Collection Hotels, analyzing market trends, consumer behavior, and strategic challenges. It explores brand perception, customer decision factors, and industry dynamics, offering insights into Pestana’s differentiation strategies. Findings highlight opportunities for growth, innovation, and customer engagement in the evolving luxury hospitality landscape. This report develops a strategic communications plan to enhance Pestana Collection Hotels’ brand awareness and market positioning. It outlines a multi-channel approach leveraging digital marketing, social media, and influencer collaborations to engage affluent travellers. Key objectives include strengthening brand recall, fostering customer loyalty, and reinforcing PCH’s luxury and exclusivity. |
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| Autores principais: | Guerra, Madalena Ramos Proença |
| Assunto: | Brand growth Communication strategy Hospitality industry Luxury marketing Marketing plan Marketing strategy Pestana Collection Hotels |
| Ano: | 2025 |
| 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: | This thesis examines the competitive positioning of Pestana Collection Hotels, analyzing market trends, consumer behavior, and strategic challenges. It explores brand perception, customer decision factors, and industry dynamics, offering insights into Pestana’s differentiation strategies. Findings highlight opportunities for growth, innovation, and customer engagement in the evolving luxury hospitality landscape. This report develops a strategic communications plan to enhance Pestana Collection Hotels’ brand awareness and market positioning. It outlines a multi-channel approach leveraging digital marketing, social media, and influencer collaborations to engage affluent travellers. Key objectives include strengthening brand recall, fostering customer loyalty, and reinforcing PCH’s luxury and exclusivity. |
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