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Abstract(s)
O objeto de estudo foca-se na elaboração de um plano estratégico de marketing
digital dos hotéis MS Collection, empreendimentos de luxo a serem inaugurados em 2023.
Este projeto hoteleiro pertence a um grupo de empresas denominado MS Group, que se
ramifica nos Moon & Sun Hotels (hotéis de 4 estrelas localizados no Porto e Braga) e
noutras entidades pertencentes às indústrias do imobiliário, construção e desporto.
Esta análise propõe como principal objetivo a exposição das diferentes estratégias
e regras de posicionamento digital que serão utilizadas pelos futuros hotéis boutique de 5
estrelas, MS Collection. É vital realçar a importância que a presença em meios digitais
terá no reforço e awareness da marca, especialmente pelo facto dos hotéis de luxo se
virem a estabelecer em locais caracterizados pelo seu potencial turístico (nomeadamente
nas cidades de Aveiro e Arouca) e pelos seus edifícios históricos e emblemáticos, isto é,
no Palacete de Valdemouro, em Aveiro, e no Mosteiro de Arouca, respetivamente.
Como os hotéis MS Collection ainda se encontram sob avaliações internas e
sujeitos a burocracias demoradas, a metodologia aplicada neste plano será focada no
conhecimento aprofundado do seu mercado e respetivo público-alvo, através da condução
de entrevistas a um dos administradores e à atual diretora de marketing e comunicação do
grupo. Desta forma, será possível compreender todas as expetativas internas em relação
aos hotéis e assim delinear as diversas estratégias, objetivos e procedimentos até ao
lançamento digital dos estabelecimentos hoteleiros.
Espera-se uma estrita implementação do plano por parte de todos os colaboradores
e executivos de forma a que as plataformas digitais dos MS Collection reflitam a missão,
valores, visão e objetivos do grupo hoteleiro. Também é expectado que o plano esteja
adequado à sua segmentação, posicionamento e público-alvo, claramente diferenciado da
sua concorrência direta. Não obstante, o plano poderá ser modificado e moldado perante
crises, imprevistos de mercado e tendências tecnológicas emergentes.
The object of study focuses on the development of a digital strategic plan for the MS Collection hotels, luxury ventures that will be opened in 2023. This hotel project belongs to a group of companies called MS Group, which branches into Moon & Sun Hotels (4-star hotels located in Porto and Braga) and other entities pertaining to the real estate, construction, and sports industries. This analysis proposes as its main objective the exposition of the different digital positioning strategies and rules that will be used by the future 5-star boutique hotels, MS Collection. It is vital to highlight the importance that the presence in digital media will have in the reinforcement and awareness of the brand, especially due to the fact that the luxury hotels will be established in places characterized by their tourism potential(namely in the cities of Aveiro and Arouca) and by their historic and emblematic buildings, i.e. in the Palacete de Valdemouro, in Aveiro, and in the Monastery of Arouca,respectively. As the MS Collection Hotels are still under internal evaluations and subject to time-consuming bureaucracies, the methodology applied in this plan will be focused on the in-depth knowledge of its market and respective target audience, through the conduct of interviews with one of the administrators and the current director of marketing and communication of the group. In this way, it will be possible to understand all the internal expectations of the hotels and thus outline the different strategies, objectives and procedures until the digital launch of the hotel establishments. A strict implementation of the plan is expected by all employees and executives so that the MS Collection’s digital platforms reflect the mission, values, vision and objectives of the hotel group. It is also expected that the plan is suited to its segmentation, positioning and target audience, clearly differentiated from its direct competition. Nevertheless, the plan may be modified and shaped in the face of crises, unforeseen market events and emerging technological trends.
The object of study focuses on the development of a digital strategic plan for the MS Collection hotels, luxury ventures that will be opened in 2023. This hotel project belongs to a group of companies called MS Group, which branches into Moon & Sun Hotels (4-star hotels located in Porto and Braga) and other entities pertaining to the real estate, construction, and sports industries. This analysis proposes as its main objective the exposition of the different digital positioning strategies and rules that will be used by the future 5-star boutique hotels, MS Collection. It is vital to highlight the importance that the presence in digital media will have in the reinforcement and awareness of the brand, especially due to the fact that the luxury hotels will be established in places characterized by their tourism potential(namely in the cities of Aveiro and Arouca) and by their historic and emblematic buildings, i.e. in the Palacete de Valdemouro, in Aveiro, and in the Monastery of Arouca,respectively. As the MS Collection Hotels are still under internal evaluations and subject to time-consuming bureaucracies, the methodology applied in this plan will be focused on the in-depth knowledge of its market and respective target audience, through the conduct of interviews with one of the administrators and the current director of marketing and communication of the group. In this way, it will be possible to understand all the internal expectations of the hotels and thus outline the different strategies, objectives and procedures until the digital launch of the hotel establishments. A strict implementation of the plan is expected by all employees and executives so that the MS Collection’s digital platforms reflect the mission, values, vision and objectives of the hotel group. It is also expected that the plan is suited to its segmentation, positioning and target audience, clearly differentiated from its direct competition. Nevertheless, the plan may be modified and shaped in the face of crises, unforeseen market events and emerging technological trends.
Description
Relatório de estágio
Keywords
Hotelaria Redes Sociais Plano Estratégico Marketing Digital MS Collection Hospitality Social media Strategic plan Digital marketing