Resumen

FIGUEIRAS RODRIGUEZ, José L.; OCHOA AVILA, Migdely Barbarita  y  MEDINA LABRADA, Justa. Strategy for the marketing of the premium service of the playa Pesquero Hotel. Vis. futuro [online]. 2019, vol.23, n.2. ISSN 1668-8708.

Sales management in a five star hotel is a cornerstone to meet the clients request, mostly in luxury services where the booking and the incomes are key factors that contribute to the development of the hotel. The scientific problem of this research is determined by the insufficient commercialization of the Premium service of Playa Pesquero Resort Suites and SPA. The general objective is the development of a strategy that helps to sell Premium service, which will definitely contribute to the increase of profits and will benefit the booking of the hotel. Several theoretical methods were used for that aim analysis, inductive-deductive, structural-systemic, as well as some empirical: scientific observation, interview, documents revision, and specialist's criteria. The strategy to sell the Premium service consists of four essential components: objectives, phases, tasks and techniques to apply. The partial implementation of this strategy has shown among the most significant results the elaboration of the profile for the target markets: Canada, United Kingdom, Germany and Italy; the definition of the strengths of the product; the formulation of strategies related to price, product, distribution, and promotion through an action plan that illustrates the marked strategies. All this has favored the profits of the hotel Premium service.

Palabras clave : Commercialization in luxury hotels; Strategy; Premium service.