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Positioning Saccharum in Madeira as a sustainable luxury hotel: managing brand portfolios towards sustainability
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| 6.57 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
Sustainability has been prioritized on the global agenda. Consumers’ increasing awareness
about environmental concerns pushed companies to shift their portfolios towards sustainability,
and industries like luxury and hospitality are also contributing to this trend. More and more
luxury hotel chains worldwide are incorporating sustainable practices to achieve a green
transition. The aim of this paper is to understand how a full-sized, luxurious hotel as Saccharum
can achieve a sustainable positioning in the short-term also being part of a bigger hotel chain.
Main findings regard consumers’ behaviour, travel preferences and in-depth analysis of how to
large brands can manage the green transition of their portfolios towards sustainabilit.
Descrição
Palavras-chave
Luxury Hospitality Sustainability Strategic sustainability