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The case of Pestana guest club: how can an omnichannel marketing Strategy focused on digital customer experience help a hospitality company expand its loyal customer base
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Resumo(s)
In the context of a directed research internship, this paper builds a unique case study for the
hospitality industry by using current literature to analyze the practices and results of Pestana
Guest Club and competing programs. It is concluded that omnichannel marketing focused on
digital experience can expand the value of a loyal customer base if differentiated journeys are
provided to consumers. To do so, clear targets and coherent positionings must be supported by
fitting tactics, especially promotion and placement; digital experiences offered must be
personalized, interactive and immersive; and touchpoints must create positive brand perceptions
with an adequate frequency.
Descrição
Palavras-chave
Omnichannel marketing Digital experience Loyalty programs Hospitality management Case study