Scenarios and Ansoff Matrix: an application to the future of hotel investment in Portugal

Abstract

This paper presentsa methodological approach to link scenario planning with strategy outlining, in the field of hotel investments,through the application of Ansoff matrix in distinct identified scenarios. We show that scenario planning when linked with Ansoff matrix,enhancesstrategic thinking inside organizations and helps companies to evaluate current product portfolio,and to identify future-entry-market strategies. In addition, this paper presentsthat multipoint forecasting improves strategic resilience and agilityby promotingstrategy development for each identified scenario.Finally, this provides insights to hotel investors,aboutfuture market trends and dynamic customer needs, to adapt the current product portfolio.