Marketing strategies in the accommodation sector: a study of multicases in the hotel sector of Uberlândia - MG

Abstract

The aim of this study was to identify whether there is a strategic marketing vision in the management activities of hotels in the city of Uberlândia-MG. The methodology of bibliographic review was used, and research into official websites and organizations in the accommodation sector. Personal interviews, with structured questions, were applied to managers of six hotels in the city of Uberlândia-MG. The criteria for selection of the hotels were based on the definition of three groups with the following characteristics: Group I, consisting of two hotel units in the luxury category, group II, consisting of two new economical hotels, and group III, consisting of two traditional economic hotels in the city. It can be observed, in most of the research results, that the importance of a formal marketing plan,created in light of the strategic view, and guiding the objectives of the organization, is either not recognized or not known about. Key words: Hotel Administration, Hospitality, Strategic Marketing.