Komunikační strategie Hotelu Paříž Praha

The diploma thesis deals with the communication mix of the Hotel Paris Prague. The main goal of the diploma thesis is based on a search of literature and own research to propose an improvement of the current communication strategy of the Hotel Paris Prague so that it attracts new age segments. To meet the primary goal, partial strategic analyzes (especially SWOT analysis) were performed based on quantitative (questionnaire survey) and qualitative (interviews) research, which helped to identify the strengths, weaknesses, opportunities, and threats of the hotel. It turned out that the current customer of the Hotel Paris Prague is the age segment older than 50 years coming from abroad, most often the USA, Russia, UK, Germany or France. In most cases, customers book their stay with an intermediary. As part of the communication mix, Hotel Paříž Praha uses indoor advertising and direct marketing such as prestay and postay letters or regular newsletters informing about upcoming events and celebrations. It was also found that respondents most often choose hotels by location, perceived quality, price, online reviews, value for money, WOM, additional services, and style.