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Supporting a portuguese hotel chain in attracting and retaining portuguese guests : the role of social media communication
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Resumo(s)
The Portuguese tourism sector received many foreign tourists before the Covid-19 crisis, with
large hotel companies relying heavily on the foreign tourist segment. Yet, in 2020, the pandemic
crisis forced the cessation of international tourism for many months, which led Portuguese
hotels to focus on the domestic segment to keep the business alive. The following study
identified effective strategies for attracting and retaining Portuguese clients in Portugal,
bringing efficient solutions applicable to the Portuguese market. However, the results obtained
are more relevant for the Pestana Hotel Group. An internship within this hotel group was done,
which is why this study focuses specifically on this brand. An online questionnaire with 215
responses was also carried out, and eleven interviews with professionals in the sector were
conducted to gather results on the effectiveness of the strategies presented in this study. The
results reported the effectiveness of the four studied strategies for the Portuguese hotels of the
Pestana Hotel Group. The first strategy focuses on CRM and email marketing by applying an
email personalisation strategy, the second strategy focuses on customer feedback to improve
customer retention and attraction, and the third strategy considers the loyalty program by
personalising it to each customer, making it more attractive to Portuguese guests. A final
strategy provides advice on the Pestana Hotel Group communication. These results are relevant
for the Pestana Hotel Group and could be helpful for other Portuguese firms within the tourism
sector.
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Social media Communication Brand loyalty Brand equity Instagram Design Customer retention Customer attraction Domestic tourism Portugal Hospitality industry Pestana hotel group Marketing.