SerHotel: Differentiation Of Services
The increase supply in the business of accommodation facilities operated by players such as Airbnb, on the basis of the know-how acquired in its multiannual activity, led A.S.CO. Group to turn the services, typically intended for medium-large sized accommodation facilities, to medium and small sized high-end ones. To pursue new marketing purposes, without changing the market positioning and the equity of its major brand S.S.A. (Only Hotel Services) and to allow the full employment of the staff already present in the company, it was decided to create the SerHotel brand. The project was started by identifying target groups, stakeholders, constant public relations actions and the creation of dedicated web services. The information activities on social networks communication in the form of direct marketing and direct mail aimed at increasing the penetration rate in the segment by leveraging the advantages of outsourcing was associated.