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A aplicação de estratégias de cross e upselling em contexto Hoteleiro: o estudo de caso do Água Hotels Riverside
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 28.67 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
A procura hoteleira em Portugal apresenta-se em níveis históricos, o que cria um clima
de concorrência no setor, pelo que as unidades hoteleiras devem criar formas de aumentar as
suas receitas. Através da aplicação de técnicas de Cross-Selling e Upselling, é possível, através
do mesmo número de hóspedes, um Hotel aumentar significativamente o seu nível de faturação,
sendo fulcral que sejam desenvolvidas estratégias que fomentem estas técnicas de venda.
O presente relatório foi elaborado aquando do estágio no Água Hotels Riverside,
pertencente ao Grupo Água Hotels Spa & Resorts, tendo a duração de seis meses, entre setembro
de 2021 e março de 2022, sendo realizadas atividades de Front Office, no departamento de
Receção.
Além do estágio, foi realizada uma investigação acerca da aplicação das estratégias de
Cross-Selling e Upselling na unidade hoteleira. Através da aplicação de entrevistas, foram
ouvidas as opiniões dos colaboradores da Direção e Operação do Hotel, sendo possível verificar
lacunas e oportunidades que permitiram a criação de uma proposta orientadora para uma mais
bem-sucedida aplicação destas estratégias no Hotel.
A presente investigação apresenta pertinência para a realidade do Água Hotels Riverside,
assim como também para outras unidades hoteleiras, pois permite identificar problemas e
dificuldades no processo destas técnicas de vendas, bem como apresentar medidas para as
solucionar.
Hotel demand in Portugal is at historical levels, which creates a competitive environment in the industry, so hotels must create ways to increase their revenues. By applying Cross-Selling and Upselling techniques, it is possible, through the same number of guests, for a hotel to significantly increase its revenue level, so it is crucial that strategies are developed to promote these types of sales. This report was written during the internship at Água Hotels Riverside, part of the Água Hotels Spa & Resorts Group, lasting six months, between September 2021 and March 2022, where Front Office activities were performed in the Reception department. Besides the internship, an investigation was carried out about the application of Cross-Selling and Upselling strategies in the hotel unit. Through the application of interviews, the opinions of employees of the Direction and Operation of the hotel were heard, and it was possible to verify gaps and opportunities that allowed the creation of a guiding proposal for a better application of Cross-Selling and Upselling strategies in the hotel unit. This research is relevant to the reality of the Água Hotels Riverside, but also to other hotel units, because it allows us to identify problems and difficulties in the process of this type of sales, as well as to present measures to solve them.
Hotel demand in Portugal is at historical levels, which creates a competitive environment in the industry, so hotels must create ways to increase their revenues. By applying Cross-Selling and Upselling techniques, it is possible, through the same number of guests, for a hotel to significantly increase its revenue level, so it is crucial that strategies are developed to promote these types of sales. This report was written during the internship at Água Hotels Riverside, part of the Água Hotels Spa & Resorts Group, lasting six months, between September 2021 and March 2022, where Front Office activities were performed in the Reception department. Besides the internship, an investigation was carried out about the application of Cross-Selling and Upselling strategies in the hotel unit. Through the application of interviews, the opinions of employees of the Direction and Operation of the hotel were heard, and it was possible to verify gaps and opportunities that allowed the creation of a guiding proposal for a better application of Cross-Selling and Upselling strategies in the hotel unit. This research is relevant to the reality of the Água Hotels Riverside, but also to other hotel units, because it allows us to identify problems and difficulties in the process of this type of sales, as well as to present measures to solve them.
Description
Relatório de estágio
Keywords
Hotelaria Cross-selling Upselling Água Hotels Riverside Hospitality