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Customer relationship management guest communication preferences at the Pestana Hotel Group
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This work project identifies seven different marketing personas for the Pestana Hotel Group and their preferences when it comes to communicating with the hotel throughout the customer journey. In order to do so, an internal analysis of Pestana Group was conducted and a qualitative research with 5000 guests of the Pestana group. Learning about the customers preferences allows the company to tailor its responses to those preferences, which will improve Pestana’s marketing efforts and guest satisfaction. The work project also provides recommendations to improve the Customer Relationship Management strategies of the Pestana group.
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Customer relationship management (CRM) Communication preferences Marketing persona