Velosa, JorgeHorbachova, Vladyslava2024-11-122024-01-152024-01-15http://hdl.handle.net/10362/175042This thesis project redefines the Food & Beverage offerings for Pestana City Hotels in Portugal and Spain, focusing on Pestana Pousadas de Portugal, Pestana Collection Hotels, and Pestana CR7 Lifestyle Hotels. The individual contribution focuses on marketing, communication, and action objectives and advertising, promotion, and PR actions crafted specifically for them. Keywords: F&B; Hotels; Trends; Business Model; Marketing; Communications Plan; Advertising; Promotion; Integrated marketing Communications; Creative Strategy; Media Strategy; Marketing Objectives; Communication Objectives; Campaign Tracking.engCommunications planAdvertisingPromotionIntegrated marketing communicationsCreative strategyMedia strategyMarketing objectivesCommunication objectivesCampaign trackingmaster thesis203601076