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Publication
Estratégia de comunicação das Práticas de Sustentabilidade Ambiental praticadas no Hilton Brussels City
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| 2.55 MB | Adobe PDF |
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Abstract(s)
Ao longo do tempo, mas principalmente nos últimos anos, o turismo mundial tem vindo a ter um desenvolvimento rápido e bastante diversificado, sendo um dos principais impulsionadores do desenvolvimento económico (OMT, 2017). A Bélgica não é exceção e Bruxelas tem visto o turismo de negócios a ter um desenvolvimento cada vez maior, nomeadamente na realização de eventos, conferências ou reuniões em consequência de Bruxelas ser a capital da Europa e a sede de várias empresas mundialmente conhecidas.
Os segmentos de mercado mudam e consequentemente a isso, novos mercados surgem, assim como novos públicos-alvo. A dificuldade em comunicar para os diferentes targets é um desafio que as empresas enfrentam hoje em dia, bem como tentar ir ao encontro das suas necessidades e exigências.
Durante o estágio no Departamento de Reservas e de Front Office do Hilton Brussels City foi possível desenvolver atividades de responsabilidade que iriam interferir com o funcionamento e dinâmica dentro de cada departamento, mas também, em todo o hotel. Atividades essas que correspondem especialmente a processos internos, de comunicação com outros departamentos, e externos devido ao intenso contacto com o cliente.
Com isto, o objetivo deste estudo é apresentar sugestões de melhoria, proposta de valor, nos processos internos do departamento de front office e consequentemente do departamento de Sales&Marketing. A sugestão apresentada resulta, essencialmente, de uma análise crítica desenvolvida tendo como base os conhecimentos adquiridos no mestrado e na experiência adquirida durante o estágio. A implementação da proposta de melhoria é um pouco exigente, pois envolve o desenvolvimento e aplicação de um novo software na empresa Hilton e por sua vez a elaboração de um plano de marketing para comunicar a superação de certos aspetos que são melhorados.
Over the years, but mainly in the last years, the tourism world has been developing a fast and very diversified, being one of the main drivers of economic development (WTO, 2017). Belgium is no exception and Brussels has seen business tourism grow more and more, notably in the holding of events, conferences or meetings as a result of Brussels being the capital of Europe and the seat of several world-renowned companies. Market segments change and as a result new markets emerge as well as new target audiences. The difficulty in communicating to the different targets is a challenge that companies face today, as well as trying to meet their needs and requirements. During the internship at the Reservation Department and the Front Office of the Hilton Brussels City it was possible to develop liability activities that would interfere with the functioning and dynamics within each department but also throughout the hotel. These activities correspond especially to internal processes, communication with other departments, and external due to the intense contact with the client. With this, the main purpose of this study is to present suggestions for improvement, value proposition, in the internal processes of the department of front office and consequently of the department of Sales & Marketing. The suggestion is essentially based on a critical analysis developed on the basis of the knowledge acquired in the master's degree and the experience gained during the internship. The implementation of the improvement proposal is a bit demanding as it involves developing and applying a new software at the Hilton’s company and in turn drawing up a implementation plan to communicate overcoming certain aspects that are improved.
Over the years, but mainly in the last years, the tourism world has been developing a fast and very diversified, being one of the main drivers of economic development (WTO, 2017). Belgium is no exception and Brussels has seen business tourism grow more and more, notably in the holding of events, conferences or meetings as a result of Brussels being the capital of Europe and the seat of several world-renowned companies. Market segments change and as a result new markets emerge as well as new target audiences. The difficulty in communicating to the different targets is a challenge that companies face today, as well as trying to meet their needs and requirements. During the internship at the Reservation Department and the Front Office of the Hilton Brussels City it was possible to develop liability activities that would interfere with the functioning and dynamics within each department but also throughout the hotel. These activities correspond especially to internal processes, communication with other departments, and external due to the intense contact with the client. With this, the main purpose of this study is to present suggestions for improvement, value proposition, in the internal processes of the department of front office and consequently of the department of Sales & Marketing. The suggestion is essentially based on a critical analysis developed on the basis of the knowledge acquired in the master's degree and the experience gained during the internship. The implementation of the improvement proposal is a bit demanding as it involves developing and applying a new software at the Hilton’s company and in turn drawing up a implementation plan to communicate overcoming certain aspects that are improved.
Description
Keywords
Turismo Hotelaria Departamento de Reservas Front Office Comunicação Externa Estratégia Sustentabilidade