The hotel industry has grown a lot in recent years, and this growth is likely to continue in the future. For a hotel to be competitive in an saturated market, it is necessary to develop strategies to attract the customers while maintaining the standards of quality and excellence. So, a "lifestyle" hotel, that emerges from a partnership between the Pestana Group (Leader Chain in Portugal) and Cristiano Ronaldo (the best football player in the world), seems to have everything that is necessary to succeed. This dissertation aims to adress the consumers’ receptiveness and perceptions of this new hotel Pestana CR7 and how it can affect the Group as a whole. This new hotel is an extension of the Pestana brand created to differentiate itself and attract a new target, the "Millennials". This hotel is modern, digital, evokes Cristiano Ronaldo and sports, offering an unforgettable experience - Living as CR7. Using the player as a celebrity endorser and the association with a Group that has a success history is enough to attract "Millennials". Moreover, the extension positions Pestana Group as innovative, young and attentive to the marked needs. The results of this dissertation prove that this association is advantageous, since the clients look for the experience that the hotel has to offer. Finally, this association allows the Pestana Group to expand with low costs and simultaneously generates awareness abroad.
Date of Award | 13 Feb 2017 |
---|
Original language | English |
---|
Awarding Institution | - Universidade Católica Portuguesa
|
---|
Supervisor | Pedro Celeste (Supervisor) |
---|
- Millennials
- Hotel
- Celebrity endorser
- Innovative
- Lifestyle
- Brand extension
- Positioning
- Mestrado em Gestão e Administração de Empresas
Pestana Group new challenge: the marketing effect of Pestana CR7 Hotels
Marques , P. S. (Student). 13 Feb 2017
Student thesis: Master's Thesis