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Relatório de estágio no Grupo Hoteleiro Savoy Signature: comportamento dos consumidores nas reservas de hotel
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 10.74 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O estudo do comportamento do consumidor é fundamental na gestão das decisões
de marketing, sobretudo no que diz respeito à criação de ofertas adequadas aos desejos e
necessidades dos diferentes mercados de consumidores. Na hotelaria isto não é exceção,
já que o preço, a duração da estadia ou até mesmo o número de hóspedes podem
influenciar o comportamento de compra dos consumidores nas reservas de hotel,
sobretudo no que toca aos canais de distribuição.
O presente relatório é resultado de um estágio realizado no grupo hoteleiro Savoy
Signature, no âmbito do curso de mestrado em Marketing Turístico. Este estágio foi
executado no departamento de reservas da empresa e neste relatório estão descritas as
atividades e tarefas desenvolvidas ao longo do mesmo. Todas as atividades desenvolvidas
estiveram em torno das operações de reservas, através das quais foi possível proceder a
um pequeno estudo com o objetivo de analisar o comportamento do consumidor nas
reservas de hotel nos seis hotéis da Savoy Signature, localizados na ilha da Madeira.
Neste sentido, foram analisadas as listas das chegadas dos seis hotéis do grupo
hoteleiro, desde o dia 15 de janeiro a 15 de março de 2022. No total, contabilizaram-se
8627 chegadas, sendo que foi feita uma análise crítica sobre estas, de forma a construir
um perfil de cliente aproximado para cada uma das unidades hoteleiras.
O relatório ressalta ainda a formação da The Leading Hotels of the World, ocorrida
durante este estágio, na perspetiva das reservas de hotel.
The study of consumer behavior is important for the management of marketing decisions, especially with regard to the creation of offers suited to the needs and wants of different consumer markets. In the hospitality industry, this is no exception. As the price, length of stay or even the number of guests can influence the purchasing behavior of consumers in hotel reservations, especially when it comes to distribution channels. This report is the result of an internship at the Savoy Signature hotel group, within the scope of the master’s course in Tourism Marketing. This internship was carried out in the company’s reservations department and this report describes the activities and tasks developed throughout it. All the activities developed were around the reservation operations, through which it was possible to carry out a small study with the objective of analysing the consumer behaviour in hotel reservations at the six Savoy Signature hotels, located in Madeira Island. In this sense, the arrival lists of the six hotels of this hotel group were analysed, from the 15th of January to the 15th of March 2022. In total, 8627 arrivals were calculated, and a critical analysis was carried out on these, in a way to build an approximate customer profile for each of the hotel units. The report also highlights the training of The Leading Hotels of the World, which took place during this internship, from the perspective of hotel reservations.
The study of consumer behavior is important for the management of marketing decisions, especially with regard to the creation of offers suited to the needs and wants of different consumer markets. In the hospitality industry, this is no exception. As the price, length of stay or even the number of guests can influence the purchasing behavior of consumers in hotel reservations, especially when it comes to distribution channels. This report is the result of an internship at the Savoy Signature hotel group, within the scope of the master’s course in Tourism Marketing. This internship was carried out in the company’s reservations department and this report describes the activities and tasks developed throughout it. All the activities developed were around the reservation operations, through which it was possible to carry out a small study with the objective of analysing the consumer behaviour in hotel reservations at the six Savoy Signature hotels, located in Madeira Island. In this sense, the arrival lists of the six hotels of this hotel group were analysed, from the 15th of January to the 15th of March 2022. In total, 8627 arrivals were calculated, and a critical analysis was carried out on these, in a way to build an approximate customer profile for each of the hotel units. The report also highlights the training of The Leading Hotels of the World, which took place during this internship, from the perspective of hotel reservations.
Description
Keywords
Estágio Marketing Comportamento do consumidor Consumidor Reservas Hotelaria