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O papel dos eventos no sucesso de uma unidade hoteleira estudo de caso: Savoy Palace
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| 18.7 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Nos últimos anos, os setores turísticos e hoteleiros em particular, têm registado
níveis muito elevados, o que torna estas áreas extremamente competitivas. Assim, a
indústria hoteleira, responsável pela maior fatia do alojamento turístico, procura apostar
na diferença, na inovação, com as diversas cadeias hoteleiras atentar destacar-se face a
concorrência. O acolhimento e/ou organização de eventos é hoje uma das formas que as
unidades hoteleiras encontraram para se diferenciarem no mercado. Através dos
eventos, as unidades hoteleiras conseguem captar um maior número de Bleisure
Tourists, alcançar reconhecimento no mercado nacional e internacional; e valorizar e
divulgar as suas infraestruturas e serviços.
O presente relatório resulta da realização do estágio de 840 horas (seis meses), de
novembro de 2022 a maio de 2023, no Departamento de Conferências e Banquetes/MICE
no Savoy Palace, pertencente ao grupo Savoy Signature e pretende responder aos
principais objetivos deste estudo: compreender se os eventos, na unidade hoteleira em
questão, ampliam o sucesso e dão maior visibilidade a mesma, compreender a
cooperação existente entre este e os restantes departamentos operacionais do hotel;
perceber ainda qual o tipo de eventos que não são realizados em hotéis e os seus motivos,
identificando quais os eventos mais atrativos dada a tipologia de luxo do hotel em
questão. Através da aplicação de entrevistas a colaboradores e diretores do Savoy Palace,
foi possível compreender alguns dos pontos fulcrais para o desenvolvimento do meu
estudo, no entanto nem todos puderam ser esclarecidos tendo em atenção algumas
políticas de privacidade do hotel.
Os resultados obtidos através de entrevistas realizadas a oito colaboradores do
Savoy Palace: o CCO, Diretor Geral e Subdiretor, Diretor de P&B, Deputy Head Global
Sales, Events Sales Manager e duas MICE Sales Executive, permitiram concluir, como
esperado, que apesar de todos os eventos serem relevantes no sucesso da unidade
hoteleira em questão, aqueles que envolvem alojamento e visibilidade internacional,
como congressos, são os mais atrativos.
Por fim, os dados analisados destacam ainda que a cooperação entre os
departamentos operacionais e os demais, é extremamente relevante para o sucesso de
um evento, não se destacando nenhum em particular. Salienta-se ainda que o Savoy Palace, embora faça parte de uma marca presente há muitos anos no mercado, é um
hotel recente o que significa que existem sempre pontos a melhorar para alcançar o
SUCESSO esperado por esta marca.
In recent years, the tourism and hotel sectors in particular have seen very high levels of growth, and became extremely competitive. As such, the hotel industry, which accounts for the lion's share of tourist accommodation, is looking to make a difference, to innovate, with the various hotel chains trying to stand out from the competition. Hosting and/or organising events is one of the ways that hotels have found to differentiate themselves in the market. Through events, hotels are able to achieve recognition on the national and international market, enhance and publicise their infrastructures and services as well as attract a greater number of Bleisure Tourists. This report is the result of an 840-hour (six-month) internship, from November 2022 to May 2023, in the Conference and Banqueting/MICE Department at the Savoy Palace, part of the Savoy Signature group, and aims to respond to the main objectives of this study: to understand whether events, in the hotel unit in question, increase its success and give it greater visibility, to understand the existing co-operation between this and the other operational departments of the hotel; to also understand what type of events are not held in hotels and their reasons, identifying which events are the most attractive given the luxury typology of the hotel in question. By interviewing employees and directors of the Savoy Palace, it was possible to understand some of the key points for the development of my study, although not all of them could be clarified given some of the hotel's privacy policies. The results obtained through interviews with eight Savoy Palace employees: the CCO, General Manager and Deputy General Manager, Director of P&B, Deputy Head Global Sales, Events Sales Manager and two MICE Sales Executives, led me to conclude, as expected, that although all events are relevant to the success of the hotel in question, those that involve accommodation and international visibility, such as congresses, are the most attractive. Finally, the data analysed also shows that cooperation between the operational departments and the others is extremely important for the success of an event, with none standing out in particular. lt should also be emphasised that in spite of the fact that the Savoy Palace is part of a brand that has been on the market for many years, this study focuses a recent hotel, Which means that there are always points to improve in order to achieve the success expected.
In recent years, the tourism and hotel sectors in particular have seen very high levels of growth, and became extremely competitive. As such, the hotel industry, which accounts for the lion's share of tourist accommodation, is looking to make a difference, to innovate, with the various hotel chains trying to stand out from the competition. Hosting and/or organising events is one of the ways that hotels have found to differentiate themselves in the market. Through events, hotels are able to achieve recognition on the national and international market, enhance and publicise their infrastructures and services as well as attract a greater number of Bleisure Tourists. This report is the result of an 840-hour (six-month) internship, from November 2022 to May 2023, in the Conference and Banqueting/MICE Department at the Savoy Palace, part of the Savoy Signature group, and aims to respond to the main objectives of this study: to understand whether events, in the hotel unit in question, increase its success and give it greater visibility, to understand the existing co-operation between this and the other operational departments of the hotel; to also understand what type of events are not held in hotels and their reasons, identifying which events are the most attractive given the luxury typology of the hotel in question. By interviewing employees and directors of the Savoy Palace, it was possible to understand some of the key points for the development of my study, although not all of them could be clarified given some of the hotel's privacy policies. The results obtained through interviews with eight Savoy Palace employees: the CCO, General Manager and Deputy General Manager, Director of P&B, Deputy Head Global Sales, Events Sales Manager and two MICE Sales Executives, led me to conclude, as expected, that although all events are relevant to the success of the hotel in question, those that involve accommodation and international visibility, such as congresses, are the most attractive. Finally, the data analysed also shows that cooperation between the operational departments and the others is extremely important for the success of an event, with none standing out in particular. lt should also be emphasised that in spite of the fact that the Savoy Palace is part of a brand that has been on the market for many years, this study focuses a recent hotel, Which means that there are always points to improve in order to achieve the success expected.
Description
Relatório de estágio
Keywords
Hotelaria Eventos MICE Banquetes Savoy Palace Hospitality Events Bleisure tourist Banquets