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How to increase the number of Portuguese clients in the Martinhal Luxury Family Hotels & Resorts?
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MartinhalFamily Hotels and Resort’smain focus is to provide anexperience of luxury family vacations. Although all hotels are locatedin Portugal, Portuguese guests accountonlyfor 5% of the occupancy. The aim of this project is to understand why the percentage of Portuguese clients is so low and which strategyshouldMartinhal developin order to attract more Portuguese families.The following methodology was used: analysis of reviewsfrom TripAdvisor generated byPortugueseparents;Martinhal’s collaborators semi-structured interviews; semi-structuredinterviewsand questionnairestoPortuguese parentswith children up to 16 years;and a two-weeks field observation period.We found that the current value propositionis not in accordance with the Portuguese parent’s behavior during vacations.Most Portuguese parents work several hoursa week, tend to be protective and to feel guilty forleavingtheir children at the careof others.Such behaviors and feeling sultimately influence their usage of hotel services: they tend not touse baby sitting andKids Club, which is one of the central offers of Martinhal. Considering this gapbetween Martinhal’s offerand Portuguese parents’behavior,we propose the creation of a distinctive value propositio nasa main recommendation
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Martinhal family hotels & resorts Luxury hospitality Portuguese families Value proposition