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ABC Hospitality - The Importance of Influencer Marketing in Hospitality
11 January, 2023  |  By Maria João Proença  |  In Branding and Communication, Digital Marketing, Hotel Consulting, Hotel Management, Sales Strategy
The Importance of Influencer Marketing in Hospitality

You might have already heard that “word-of-mouth is the best type of advertising”. While before, that “word-of-mouth” was limited to friends, coworkers or any other people with whom we had direct contact, today, this influence extends beyond borders and personal acquaintances. At the origin of this phenomenon are social networks. Their evolution has been super-sonic. […]

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ABC Hospitality - Digital Carbon Footprint vs Sustainability
16 October, 2022  |  By Maria João Proença  |  In Digital Marketing, ESG Sustainability, Hotel Consulting, Hotel Management, Wellness Hospitality
Have you heard about Digital Pollution? What can Consumers and Companies do to Reduce their Impact?

What is digital pollution?It’s amazing how the world wide web and “the cloud” have transformed our lives. Using technology daily allowed us to be near to our friends and family, work more efficiently due to the proximity to our teams and the possibility of sharing information with our colleagues, easily access our favorite music and […]

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ABC Hospitality - Google Travel Ads
15 June, 2022  |  By Maria João Proença  |  In Branding and Communication, Digital Marketing, Hotel Consulting, Hotel Management, Sales Strategy, Wellness Hospitality
Google Travel Ads to Boost Direct Sales on your Website

Today we address the eternal struggle that hoteliers face regarding OTAs. In a 2019’s article on digital marketing strategies, Guestcentric estimated that 70% of hotel reservations were made through the giant OTAs, namely Booking.com and Expedia, and that this was largely due to the huge investment made by these companies on digital marketing, unthinkable for […]

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ABC Hospitality - Digital Marketing - The Most Feared Implementation in Hospitality
19 April, 2022  |  By Maria João Proença  |  In Branding and Communication, Digital Marketing, Hotel Consulting, Hotel Management, Technology
Digital Marketing: the Most Feared Implementation in Hospitality.

In the 21st century, we continue to see a structural delay in relation to the role of digital marketing in the hospitality industry. We could say that it is one of the industries that stands to gain the most from a solid digital marketing strategy – the use of digital media for researching and purchasing […]

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ABC Hospitality - Brand Love Tunnel
5 April, 2022  |  By Ana Cristina Guilherme  |  In Branding and Communication, Digital Marketing, Hotel Consulting, Hotel Management
What Kind of Relationship do You Want to Establish with Your Customers?

The urge of Marketing Evolution: from the prices war to the differentiating value of each brand. The book “Blue Ocean Strategy” Harvard Business School Press by W. Chan Kim and Renée Mauborgne was launched in 2005, a work that challenged the theories set until today relying on a new management paradigm that is essential in […]

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ABC Hospitality - Greenwashing The Hidden Lie of Fake Brands
9 February, 2022  |  By Maria João Proença  |  In Digital Marketing, Hotel Consulting, Hotel Management, Sustainability, Wellness Hospitality
Greenwashing: The Hidden Lie of the Empty, Aimlessly and Valueless Brands

We’ve addressed the importance of “walking the talk” before. In a previous article on how marketing can be the pioneer of sustainability, we wrote that “sustainable marketing must be able to fulfill the core objectives of its activity, generating wealth for the business and the community in which it operates, responding to customer needs, without […]

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ABC Hospitality - Sustainable Marketing
6 December, 2021  |  By Maria João Proença  |  In Digital Marketing, Sustainability
More than Communicating how “green” is your Brand, Marketing is the Pioneer of Sustainability.

According to Philip Kotler, “the concept of sustainable marketing holds that an organization should meet the needs of its present consumers without compromising the ability of future generations to fulfill their own needs.” To his words, we will add that sustainable marketing must be able to fulfill the core objectives of its activity, generating wealth […]

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ABC Hospitality - Wellness & Healing Hospitality 2022
29 November, 2021  |  By Ana Cristina Guilherme  |  In Branding and Communication, Digital Marketing, Wellness Hospitality
The Positive Side of COVID: The Explosion of the WELLNESS & HEALING Segment in the Hospitality and Tourism sector. What’s awaiting us in 2022?

A provocative title, but purposefully chosen. If 2021 was already an exceptional year, 2022 anticipates even better results. Foreseeing the Future is Acting in the Present – The New Age of True Wellness & Healing Hospitality. I believe that either it goes well, or it goes “very well”. It is fascinating to analyze how the […]

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Email Marketing - ABC Sustainable Luxury Hospitality
5 October, 2021  |  By Maria João Proença  |  In Blog, Digital Marketing, Technology
The Email Marketing made from real messages for real people is alive and kicking!

How many times has Email Marketing been declared dead? Year after year, fallacious articles appear around this email marketing that will not survive much longer. Considered by many to be an invasive means of communication, often confused with spam, it is actually a critical tool for maintaining proximity with customers, building loyalty and, ideally, generating […]

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ABC Hospitality - Wellness Apps
17 August, 2021  |  By Maria João Proença  |  In Digital Marketing, Technology, Wellness Hospitality
Wellness Apps: digital tools at the service of well-being

Well-being technology comes to us through mobile phones, in App format, and providing the most diverse solutions to strengthen physical, mental, and spiritual health. Wellness Apps are the tools we most reached out during the pandemic, and we will keep using them even after it ends. We naturally associate well-being with disconnecting from world whose […]

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