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
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | |
| dc.contributor.advisor | Soares, Bruno Horta | |
| dc.contributor.author | Cabrita, Carolina Breia Filipe | |
| dc.date.accessioned | 2026-04-23T14:04:20Z | |
| dc.date.available | 2026-04-23T14:04:20Z | |
| dc.date.issued | 2026-01-08 | |
| dc.date.submitted | 2025-12-17 | |
| dc.description.abstract | 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. | eng |
| dc.identifier.tid | 204238323 | |
| dc.identifier.uri | http://hdl.handle.net/10362/202507 | |
| dc.language.iso | eng | |
| dc.relation | UID/ECO/00124/2013 | |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | |
| dc.subject | Direct bookings | |
| dc.subject | Digital touchpoints | |
| dc.subject | Customer journey | |
| dc.subject | Social media maturity | |
| dc.subject | Revenue optimisation | |
| dc.subject | Hospitality marketing | |
| dc.subject | Online travel agencies | |
| dc.subject | City-leisure hotels | |
| dc.subject | Consulting approach | |
| dc.title | 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 | eng |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Master’s degree in Management from the Nova School of Business and Economics |