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How can pousadas de Portugal attract a younger target from Portugal, Spain and France to its properties? - Brand identity, brand elements, and service product assortment
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With an eighty-year history, Pousadas de Portugal is a unique brand in the hospitality
industry. Historical properties in prime locations and a strong gastronomical offering
contribute to its prestige. To maintain long-term sustainability and strengthen the brand's
presence in the Portuguese, Spanish and French markets, it is essential to rejuvenate the brand
to meet the needs of millennials. As a result of analysing this generation's requirements and
aspirations, it has been possible both to identify untapped opportunities, thus improving and
modernising the current service and proposing a new sub-brand catered to the so-called
experience generation, for which new brand elements were created, assuring its fit into
Pousadas’ new proposed identity. A marketing plan was devised towards delivering true
service excellence, with a special emphasis on segmentation, targeting and positioning,
defining the best service product assortment, pricing, and critical aspects of service-focused
brands such as people strategy, physical evidence and processes. Furthermore, an integrated
marketing communications plan was developed, supporting implementation.
Additionally, the topic of brand identity, brand elements and service product were
analysed more in-depth. Pousadas de Portugal denotes similarities with Pestana Group, as well
as some differentiating aspects that convey uniqueness to the brand. The service product of
the hospitality brand was thoroughly explored, from the current offering to the one proposed
with this project.
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Pousadas de Portugal Marketing plan Millennials Hospitality