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Supporting a portuguese hotel chain in attracting and retaining portuguese guests: the role of Crm and email marketing
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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 a strategy that focuses on CRM and email marketing by
applying an email personalisation strategy, in order to attract and retain Portuguese guests.
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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Palavras-chave
Domestic tourism Customer retention Customer attraction Portugal Hospitality Pestana Hotel Group Marketing