Strategy for the marketing of the premium service of the Playa Pesquero Hotel

Abstract

Marketing luxury hotels is relevant to meet the growing demands of customers, in this, the Premium services are essential to maintain the planned revenue. The research defined as scientific problem the following: The insufficient commercialization from the strategic of the Premium service, limits the income of this service in the hotel Playa Pesquero. The general objective was to: Develop a strategy for the marketing of the Premium service, which contributes to increasing the income of this service in the Playa Pesquero hotel. Several theoretical methods were used, such as analysis and synthesis, inductive-deductive, structural systemic, and among the empirical ones: scientific observation, interview, review of documents and the criterion of specialists. The strategy for marketing the Premium service was structured in four essential components: objectives, phases, tasks, and techniques to be employed. The partial application of the strategy has achieved among its results the following: design of the profile of target markets: Canada, United Kingdom, Germany and Italy; the updating of strategic objectives; the design of the product, price, distribution and promotion strategies; and an action plan based on the strategies outlined, all of which contributed to the increase of the total revenues of the Premium service.