Strategic marketing plan for hotels: The case of Hotel Pyrgos

Abstract

The aim of this thesis was to evaluate the marketing strategy of Pyrgos Hotel, a boutique privately owned hotel in Mytilene, Lesvos. The theoretical part of this thesis presents an overview of hotel marketing. Especially, It is stated a large number of theories and writings that are related to the topic. The aim is to synthesize a strong theoretical background to understand the main purpose and the results of this research. The theoretical background attempts to give the current approach to concept and marketing strategy, with the aim of laying the foundations for this research. In the research a qualitative method was used and the data was collected using semi-structured questionnaire. In-depth interviews were conducted with the hotel owner, general manager and reservations' manager. The results of the research formed the marketing strategy outlining the recommendations on how Pyrgos Hotel should proceed with its marketing.