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Spark by Hilton: exploring strategic market entry in the Iberian Peninsula – market analysis
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Resumo(s)
The present thesis provides a comprehensive market analysis for the strategic implementation
of the new premium economy hotel brand, Spark by Hilton, in the Iberian Peninsula. It assesses
the viability of the market segment, identifies key target groups along with their needs and
preferences, and examines the existing competitive landscape. Through a mixed-methods
approach, the study incorporates competitor benchmarking and cultural insights based on
Hofstede’s model to identify critical market dynamics. Key challenges, including market
saturation, consumer expectations, and sustainability trends, are considered to formulate data driven recommendations. The findings highlight the importance of balancing global brand
identity with localized adaptations to optimize market entry and ensure long-term success.
Descrição
Palavras-chave
Hospitality Market research Consumer behaviour Market entry Strategy Adaptations Risk management