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Advisor(s)
Abstract(s)
A indústria hoteleira tem Vindo a sofrer várias alterações ao longo dos últimos
anos, especialmente pela necessidade de se destacar num meio onde tem surgido cada
vez mais concorrência. O aumento da procura turística nos diversos países, e o
aparecimento de novas unidades hoteleiras, levou a procura de novas estratégias de
diferenciação e inovação. Sendo assim, os gestores das unidades hoteleiras, têm
procurado inovar a oferta complementar ao serviço de alojamento, de forma a criar um
pacote de experiências cada vez mais completo e diferenciado para os seus hóspedes.
Neste trabalho, iremos analisar de que forma a implementação dessas
estratégias, especialmente a estratégia de co-branding da restauração em contexto
hoteleiro, poderá levar ao aumento da procura e faturação, assim como atrair novos
mercados e diferentes públicos.
Este trabalho é fruto do estágio no Le Monumental Palace Hotel, que teve a
duração de seis meses, com início em setembro de 2020 e finalizando em março de 2021.
Além do estágio foi desenvolvida uma investigação paralela, relativamente à estratégia e
parceria recentemente implementada pela unidade hoteleira. Sendo assim, o objetivo
geral desta investigação foi o impacto da parceria de co-branding entre o Le Monumental
Palace Hotel e o Grupo Olivier. Iremos assim, especialmente ao longo do capítulo IV,
perceber de que forma a parceria de co-branding entre a marca Yakuza by Olivier e o Le
Monumental Palace Hotel poderão ser impactantes para ambas as entidades.
The hotel industry has undergone several changes over the past few years, especially due to the need to stand out in an environment, where more and more competition has emerged. The increase in tourist demand, in different countries, and the appearance of new hotel units, has led to the search for new strategies for differentiation and innovation. Therefore, the managers of the hotel units have sought to innovate the complementary offer to the accommodation service, to create an increasingly complete and differentiated experience package for their guests. In this work, we will analyze how the implementation of these strategies, especially the restaurant co-branding strategy in a hotel context, can lead to increased demand and billing, as well as attract new markets and different audiences. This work is the result of an internship at Le Monumental Palace Hotel, which lasted six months, starting in September 2020 and ending in March 2021. in addition to the internship, a parallel investigation was carried out, regarding the strategy and partnership recently implemented by hotel unit. Therefore, the general objective of this investigation was the impact of the co-branding partnership between Le Monumental Palace Hotel and Olivier Group. We will, especially throughout Chapter IV, understand how the co-branding partnership between the Yakuza by Olivier brand and Le Monumental Palace Hotel can be impactful for both entities.
The hotel industry has undergone several changes over the past few years, especially due to the need to stand out in an environment, where more and more competition has emerged. The increase in tourist demand, in different countries, and the appearance of new hotel units, has led to the search for new strategies for differentiation and innovation. Therefore, the managers of the hotel units have sought to innovate the complementary offer to the accommodation service, to create an increasingly complete and differentiated experience package for their guests. In this work, we will analyze how the implementation of these strategies, especially the restaurant co-branding strategy in a hotel context, can lead to increased demand and billing, as well as attract new markets and different audiences. This work is the result of an internship at Le Monumental Palace Hotel, which lasted six months, starting in September 2020 and ending in March 2021. in addition to the internship, a parallel investigation was carried out, regarding the strategy and partnership recently implemented by hotel unit. Therefore, the general objective of this investigation was the impact of the co-branding partnership between Le Monumental Palace Hotel and Olivier Group. We will, especially throughout Chapter IV, understand how the co-branding partnership between the Yakuza by Olivier brand and Le Monumental Palace Hotel can be impactful for both entities.
Description
Relatório de estágio
Keywords
Hotelaria Restauração Co-branding Maison Albar Hotels - Le Monumental Palace Yakuza Hospitality Food & beverage services