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Diferenciação de uma unidade hoteleira no segmento de luxo: o caso do São Vicente Alfama Hotel
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 5.8 MB | Adobe PDF |
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Abstract(s)
O conceito de luxo é apresentado na atualidade como incrivelmente subjetivo e
influenciado diretamente pelas características individuais. No contexto da hotelaria de luxo,
esta subjetividade apresenta desafios para atingir os mercados alvo e identificar os novos
padrões de consumo deste segmento, contudo, a própria definição de hotel de luxo é também
contestada na nova realidade de personalização e procura pela experiência hoteleira e value for
money. É neste sentido que surgem as plataformas de avaliação online por parte dos
consumidores, nas quais a perceção de luxo é derivada das informações obtidas diretamente
por clientes que já experienciaram o serviço.
O estudo de caso do São Vicente Alfama Hotel, uma nova unidade hoteleira com apenas
vinte e dois quartos no bairro histórico de Lisboa, pretende averiguar o potencial do seu
posicionamento no segmento de luxo apesar da sua classificação hoteleira pelo sistema de
avaliação tradicional ser de apenas quatro estrelas. Seguindo o seu conceito de serviço de Luxo
e de personalização de experiências, foi elaborada uma análise quantitativa e qualitativa das
perceções existentes sobre o São Vicente Alfama tanto a nível dos consumidores, como dos
colaboradores, através do estudo dos comentários online no Booking.com e TripAdvisor e de
entrevistas estruturadas.
Os resultados demonstram uma perceção geral de qualidade de acordo com as expectativas
geradas, realçando o serviço da equipa, do pequeno-almoço e a localização como características
de um hotel considerado no segmento de Luxo.
The concept of luxury is currently presented as incredibly subjective and directly influenced by individual characteristics. In the context of luxury hospitality, this subjectivity presents challenges to reach the target markets and identify the new consumption patterns in this segment, however, the very definition of a luxury hotel is also contested in the new reality of personalization and the search for hotel experiences and value for money. It is in this sense that user evaluation online platforms arise, in which the perception of luxury is derived from information obtained directly by customers who have already experienced the service. The case study of São Vicente Alfama Hotel, a new hotel with only twenty-two rooms in the historic neighborhood of Lisbon, aims to investigate the potential of its placement in the luxury market segment despite its hotel rating of only four stars by the traditional evaluation system. Following their concept of Luxury service and personalization of experiences, a quantitative and qualitative analysis of the existing perceptions about São Vicente Alfama was carried out, both regarding consumer and employee perspectives, through the study of online comments on Booking.com and TripAdvisor and additional structured interviews. The results demonstrate a general perception of quality according to the expectations generated, highlighting the service of the team, breakfast and location as characteristics of a hotel positioned in the Luxury segment.
The concept of luxury is currently presented as incredibly subjective and directly influenced by individual characteristics. In the context of luxury hospitality, this subjectivity presents challenges to reach the target markets and identify the new consumption patterns in this segment, however, the very definition of a luxury hotel is also contested in the new reality of personalization and the search for hotel experiences and value for money. It is in this sense that user evaluation online platforms arise, in which the perception of luxury is derived from information obtained directly by customers who have already experienced the service. The case study of São Vicente Alfama Hotel, a new hotel with only twenty-two rooms in the historic neighborhood of Lisbon, aims to investigate the potential of its placement in the luxury market segment despite its hotel rating of only four stars by the traditional evaluation system. Following their concept of Luxury service and personalization of experiences, a quantitative and qualitative analysis of the existing perceptions about São Vicente Alfama was carried out, both regarding consumer and employee perspectives, through the study of online comments on Booking.com and TripAdvisor and additional structured interviews. The results demonstrate a general perception of quality according to the expectations generated, highlighting the service of the team, breakfast and location as characteristics of a hotel positioned in the Luxury segment.
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Keywords
Hotelaria de luxo Posicionamento Serviço de luxo Classificação hoteleira Personalização Luxury hospitality, Market placement, Luxury service, Hotel rating, Personalization Luxury hospitality Market placement Luxury service Hotel rating Personalization