Velosa, JorgeSodagar, NinaTorrinha, Sofia Gião2022-06-012022-01-172022-01-17http://hdl.handle.net/10362/139145Pestana Hotel Group (PHG)is belowthe fair shareof revenuesin the Spanish and French markets, in Portugal. Since proximity travels are the ones predicted to recover faster after the COVID-19 pandemic, Pestana aims to seize the opportunity to attract these consumers. Primary and secondary research were conducted to get a better understanding of the ideal Positioning that PHG should adopt in each of the markets, which served as a basis for the proposed Marketing Mix. The report will focus on the Communications Plan for Pestana Pousadas and Pestana Collection and all the ideas and initiatives developed.engMarketingIntegrated marketing communicationsHospitality industryB2c MarketingServices marketingCommunication planPestana hotel groupmaster thesis202999009