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How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: communication plan
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| 14.92 MB | Adobe PDF |
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Pestana Hotel Group (PHG)is belowthe fair shareof revenuesin the Spanish and French markets, in Portugal. Since proximity travels are the ones predicted to recover faster after the COVID-19 pandemic, Pestana aims to seize the opportunity to attract these consumers. Primary and secondary research were conducted to get a better understanding of the ideal Positioning that PHG should adopt in each of the markets, which served as a basis for the proposed Marketing Mix. The report will focus on the Communications Plan for Pestana Pousadas and Pestana Collection and all the ideas and initiatives developed.
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Marketing Integrated marketing communications Hospitality industry B2c Marketing Services marketing Communication plan Pestana hotel group