The Marketing of Experiences Applied to Hotel Management – Study Case

Abstract :

The purpose of the study was to understand if the hotel, being the bond between real experiences in the destination and the guest, would increase their satisfaction and possible loyalty. Based on the internship carried out in the Guest Relations department of one Hotel in Oporto, a qualitative and quantitative analysis was carried out on the comments left by guests on Booking, Tripadvisor and Google, the main online tourist platforms for the unit - best current way in order to be aware of the customer's needs and preferences. From the analysis carried out, we can conclude that although there is a great importance with the main services that a hotel can offer, namely the room, it is the intangible aspects that are most important. Currently, tourists need to add value to the tangible through experiences that make them evaluate the service in a positive way. With the evolution of technology, and the fact that information available is increasingly quickly, it is necessary to be constantly analyzing the preferences and wishes of the guests, as this knowledge is an advantage for the units and therefore it would be advantageous to cover this study to other units in order to achieve a better objective - increasing all the Portuguese hotel service.