Pestana CR7: brand concept case study

• Autor(a) principal: Alvito, Rita Araújo Soromenho de
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/15657
• topic: Lifestyle; Millennials; Personality; Brand positioning; Marketing turístico; Hotelaria; Joint ventures; Comportamento do consumidor; Estilo de vida; Personalidade; Identidade de marca; Portugal

Tourism is an attractive market segment in expansion and continues to show diversity, turning out one of the largest fastest-growing economic sectors in the world. On the other hand, travel behaviors, factors that influence accommodation booking, the hotel services and features that guests value the most about are evolving which creates new opportunity to be explored. Pestana Group, major international Portuguese hotel chain, enlarged its portfolio and announced in 2016 the launch of its new brand: Pestana CR7 Lifestyle Hotels. A universe in which hotel units are based on a contemporary boutique lifestyle concept where the purpose is the affirmation of these new units as trendsetters in their prestigious locations to appeal to the modern-day Millennial traveler. A JointVenture between Pestana Group and Cristiano Ronaldo which developed as associates the brand concept inspired by the set of values and personality of Cristiano Ronaldo aligned with Pestana Group service experience. The case study provides an overview of Pestana CR7 brand identity and positioning as well as the spectrum of the tourism and hospitality sector in order to apply academic knowledge to a real practical case study for future academic interest. In this case, the project aims to provide concepts of Marketing and Branding specifically applied to the tourism field, mainly to a hotel brand concept. More precisely, it will amplify the knowledge about Pestana Hotel Group and CR7 brand, while it introduces the environment in which Pestana CR7 is perceived. The main goal was collect insights, reactions, and expectations from Millennials about the implementation of a Lifestyle Hotel concept and understand the unique value proposition of the brand Pestana CR7 in order to analyze the essence of the brand and test concept and target compatibility.