Oportunidades do planejamento estratégico de marketing em plataformas digitais para o setor de hotelaria

Abstract

The present study aimed to analyze the results that marketing strategies aimed at digital platforms brought to a hotel located in Maceió. To this end, the profile of the selected hotel was initially characterized, defined as the content planning processes for the hotel's digital platforms currently occurring, and the results obtained with current strategies were analyzed. Subsequently, a strategic marketing plan was proposed, aiming to optimize the results of the hotel and the management of the digital platforms used by it. A single case study was used as a research methodology. The research is classified as qualitative, exploratory and applied. The instruments used in the research were structured questionnaires and a survey. Of secondary data on the digital platforms that the hotel uses. The results prove the relevance and importance of using digital platforms for the hotel, also highlighting that strategies aligned with the company's objectives and adapted to the platforms can generate growth opportunities for the business.