Digital marketing plan of Tryp Castellón Center Hotel
Metadatos
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Título
Digital marketing plan of Tryp Castellón Center HotelAutoría
Tutor/Supervisor; Universidad.Departamento
Ramos Mezquita, Josep Manel; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingFecha de publicación
2020-06-09Editor
Universitat Jaume IResumen
Tryp Castellón Center is a hotel located in Castellón de la Plana. It is part of
the Tryp brand and in turn is part of the Meliá hotel chain. It is dedicated to hosting and
holding meetings and special events. Hotel ... [+]
Tryp Castellón Center is a hotel located in Castellón de la Plana. It is part of
the Tryp brand and in turn is part of the Meliá hotel chain. It is dedicated to hosting and
holding meetings and special events. Hotel is aimed at both private clients (couples and
families) for leisure and business clients. Its competitive advantage is characterized by
offering a service of excellence and quality. The company is backed by 20 years of
experience and being the best rated hotel in Booking among the competition in Castellón de
la Plana as of May 24, 2020. It has a presence in social networks but it is not constant in
frequency of content; we consider that it has great room for improvement. In 2018, its
operating income and profits stood at 3,167,340 and 31,892 euros; respectively.
In this COVID-19 crisis, tourism and hotel sector experiences high uncertainty. However,
studies predict that return of demand will be gradual and made by domestic or national
tourism. The hotel must turn this crisis into an opportunity to demonstrate social
responsibility and humanity in its brand image. In this confinement, digital media traffic has
skyrocketed and so we will focus on proposing digital objectives and actions. Emphasize that
we have taken into account the crisis situation for coronavirus and the Marketing Plan has
been structured due to timing.
The specific SMART objectives are focused on promoting the Tryp brand image of Meliá,
increasing: direct sales (20%), number of qualified leads (15%) and mailing opening
rate (25%). In addition, building long-term relationships with clients and educating public in
the tourism and hotel sector.
The budget of the Action Plan is set at 2,813.93 euros. We propose 11 marketing actions,
mostly digital, that require little or no investment. The proposals requiring investment are:
coronavirus hygienic stand (3.55 %), creation of breakfast boxes (3.55 %), SEM on Google
(30.34 %), Social Ads (16.34 %), e- mailing (17.76 %) and sponsor event (28.42 %). The
free proposals are free cancellations, discount for confirming reservation, up-selling and
cross-selling strategies. Also create a blog, create content on social networks and new
booking channels by phone or WhatsApp. The actions have been implemented in time to
achieve the above objectives. [-]
Palabras clave / Materias
Descripción
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2019/2020
Tipo de documento
info:eu-repo/semantics/bachelorThesisDerechos de acceso
info:eu-repo/semantics/openAccess