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How to achieve a breakthrough with Pestana Collection Hotels: developing the positioning and people element of marketing mix
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This thesis examines the competitive positioning of Pestana Collection Hotels, analyzing market
trends, consumer behavior, and strategic challenges. It explores brand perception, customer
decision factors, and industry dynamics, offering insights into Pestana’s differentiation strategies.
Findings highlight opportunities for growth, innovation, and customer engagement in the evolving
luxury hospitality landscape. It further explores two key elements of the strategy. Firstly, the
segmentation, targeting and positioning of the brand and how it can distinguish itself amongst the
competition. Secondly, how key initiatives in the “people” element of the marketing mix can be
pivotal for the internal and external growth of the brand.
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Brand growth Brand positioning Brand visibility Communication strategy Customer loyalty Hospitality industry Luxury marketing Marketing plan Marketing strategy Pestana Collection Hotels Upper-upscale hotels Positioning Brand awareness Marketing mix Brand management Positioning statement People Competitive set Target Segment Value proposition Service excellence