How to achieve a breakthrough with Pestana Collection Hotels - developing physical evidence and process for Pestana Collection Hotels

Velosa, JorgeOliveira, Gonçalo MatosLoureiro, Marta Falardo Carneiro Rilhas2025-07-222025-01-222024-12-17http://hdl.handle.net/10362/185458This 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. Additionally, it examines the impact of physical evidence and service processes on guest experience. Through the application of the servicescape model and service blueprinting, the report highlights strategic initiatives aimed at enhancing brand identity and elevating customer satisfaction.engBrand growthBrand positioningBrand visibilityCommunication strategyCustomer loyaltyHospitality industryLuxury marketingMarketing planMarketing strategyPestana collection hotelUpper-upscale hotelsPhysical evidenceServicescape modelProcessService blueprintingCustomer experienceHow to achieve a breakthrough with Pestana Collection Hotels - developing physical evidence and process for Pestana Collection Hotelsmaster thesis203959140