Marketing research - understanding consumer´s behavior regarding travel accommodation in Portugal

Abstract

Airbnb has seen a tremendous growth in the Portuguese competitive market over the years, however it was met recently with legal hardships, prompting an analysis to bolster its market stance. This study focuses on consumer preferences that influence accommodation choices, pinpointing elements like pricing, location, cleaning services, breakfast, and trustworthiness. It employs a literature review, interviews with regular consumers and industry experts, a perceptual map, and a conjoint analysis to craft recommendations that resonate with consumer demand for value, affordability, and reliability. The research culminates with a proposal for Airbnb, including price optimization, customizable cleaning services, and virtual property tours.