How to achieve a breakthrough with Pestana Collection Hotels – developing a value-based pricing for Pestana Collection Hotels

Velosa, JorgeSaffen, Yosr2026-03-052026-03-052025-01-222024-12-17http://hdl.handle.net/10362/200988This 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. Nevertheless, This study explores the competitive landscape of the upscale hospitality industry, emphasizing dynamic pricing strategies and value-based pricing for Pestana Collection Hotels (PCH). By balancing objective and perceived value, PCH positions itself among key competitors. A value-driven approach underpins its premium positioning, fostering long-term profitability and sustained market competitiveness.engBrand growthBrand positioningLuxury marketingMarketing strategyPestana Collection HotelsUpper-upscale hotelsValue-based pricingRevenue managementDynamic pricingCustomer perceived valuePsychological pricingTrue economic valueCross-sellingUp-sellingDirect channel salesBundlingHow to achieve a breakthrough with Pestana Collection Hotels – developing a value-based pricing for Pestana Collection Hotelsmaster thesis204128200