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Positioning Saccharum in Madeira as a sustainable luxury hotel: building a sustainable DNA and an aspirational culture
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| 2.35 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
Sustainability has been prioritized on the global agenda. Consumers’ increasing awareness
pushed companies to shift their portfolios towards sustainability. Leading luxury hotel chains
worldwide are incorporating sustainable practices to achieve a green transition. This paper aims
to understand how a full-sized, luxurious hotel such as Saccharum can achieve a sustainable
positioning. A new aspirational Brand Culture for Savoy Signature Group was built to allow
Saccharum to be perceived as a real luxury brand agent of change for sustainability, highlight
a specific purpose and follow a guideline for day-to-day operations to attain business goals in
a sustainable and strategic way.
Descrição
Palavras-chave
Sustainability Hospitality Luxury hotels Sustainable portfolios Strategic sustainability