Soares, Bruno HortaCabrita, Carolina Breia Filipe2026-04-232026-04-232026-01-082025-12-17http://hdl.handle.net/10362/202507Digitalisation and social media have transformed how guests search, evaluate and book hotels, making digital touchpoints central to visibility, trust and booking behaviour. This project examines how a major hotel group can optimise these touchpoints along the guest journey to increase direct bookings across city-based leisure properties. Using a multi-case consulting approach, four European hotels were analysed through semi-structured interviews, internal documents and an adapted social media maturity framework. Findings reveal fragmented practices and limited journey integration. The study demonstrates how a maturity-based diagnosis can be translated into prioritised, transversal journey-aligned recommendations and a phased roadmap for consistent, decision-oriented execution.engDirect bookingsDigital touchpointsCustomer journeySocial media maturityRevenue optimisationHospitality marketingOnline travel agenciesCity-leisure hotelsConsulting approachmaster thesis204238323