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Advisor(s)
Abstract(s)
Atualmente, o Marketing Digital é, cada vez mais, visto como uma ferramenta
determinante para o sucesso de qualquer organização e, como tal, o setor Hoteleiro não
podia ser exceção. A evolução dos meios de comunicação e a inserção das empresas no
ambiente virtual, forçam o marketing — especialmente na área do turismo e hotelaria,
uma vez que são setores marcados pela alta competitividade — a adaptar-se aos avanços
tecnológicos.
É também imprescindível manter as relações com os clientes já existentes, bem como a
captação de novos potenciais clientes, uma vez que clientes internos e externos são um
elemento bastante importante em qualquer empresa, é indispensável identificar e reter
os melhores clientes. Assim, quanto mais próximos estivermos dos mesmos, mais fácil
será identificar os seus desejos e satisfazê-los, fator que, por sua vez, só é possível se
forem adotadas estratégias de comunicação e marketing digital inteligentes e adaptadas
a visão e objetivos do hotel.
Assim, este relatório de estagio tem como principal objetivo apresentar as principais
ações e políticas de marketing digital adotadas pelo Grupo Torel Boutiques através dos
seus websites, das redes sociais utilizadas, das plataformas de reserva online, e-mail
marketing e dos nevvsletters, mostrando, assim, o enorme potencial e impacto que esta
ferramenta tem no aumento das reservas e na atração de clientes no setor hoteleiro.
A intenção de implementar um plano de ações nas redes sociais e dinamizar programas
de marketing digital surgem com o objetivo de, fortalecer a relação o Grupo Torel
Boutiques com os seus clientes, ativar a perceção do Grupo — associando-o a uma marca
de excelência, qualidade de produto e de serviço.
Currently, Digital Marketing is increasingly seen as a determining tool for the success of any organization and, as such, the hospitality sector could be no exception. The evolution of the means of communication and the insertion oi companies in the virtual environment, force marketing — especially in the area of tourism and hospitality, since they are sectors marked by high competitiveness — to adapt to technological advances. It is also essential to maintain relations with existing customers, as well as attracting new potential customers, since internal and external customers are a very important element in any company, it is essential to identify and retain the best customers. Thus, the closer we are to them, the easier it is to identify their wishes and satisfy them, a factor which, in turn, is only possible if intelligent communication and marketing strategies are adopted and adapted to the vision and objectives of the hotel. Thus, this internship report has as its main objective to present the main actions and digital marketing policies adopted by the Torel Boutiques Group through its websites, the social networks used, the online booking platforms, e-mail marketing and newsletters, thus showing the enormous potential and impact that this tool has in increasing bookings and attracting customers in the hotel sector. The intention to implement an action plan in social networks and boost digital marketing programmes arose with the objective of strengthening the relationship between Grupo Torel Boutiques and its clients, activating the perception of the Group — associating it with a brand of excellence, product quality and service.
Currently, Digital Marketing is increasingly seen as a determining tool for the success of any organization and, as such, the hospitality sector could be no exception. The evolution of the means of communication and the insertion oi companies in the virtual environment, force marketing — especially in the area of tourism and hospitality, since they are sectors marked by high competitiveness — to adapt to technological advances. It is also essential to maintain relations with existing customers, as well as attracting new potential customers, since internal and external customers are a very important element in any company, it is essential to identify and retain the best customers. Thus, the closer we are to them, the easier it is to identify their wishes and satisfy them, a factor which, in turn, is only possible if intelligent communication and marketing strategies are adopted and adapted to the vision and objectives of the hotel. Thus, this internship report has as its main objective to present the main actions and digital marketing policies adopted by the Torel Boutiques Group through its websites, the social networks used, the online booking platforms, e-mail marketing and newsletters, thus showing the enormous potential and impact that this tool has in increasing bookings and attracting customers in the hotel sector. The intention to implement an action plan in social networks and boost digital marketing programmes arose with the objective of strengthening the relationship between Grupo Torel Boutiques and its clients, activating the perception of the Group — associating it with a brand of excellence, product quality and service.
Description
Relatório de estágio
Keywords
Marketing Marketing digital Redes sociais Estratégia Hotelaria Hotéis Digital marketing Social networks Strategy Hospitality Hotels