Marketing strategies for building customer loyalty in hotels in João Pessoa-PB

GeoStudies 2: 21-34, doi: 10.3897/geostudies.2.e145652

Ramom Santos Custódio^‡, Adriana Brambilla^§, Elidio Vanzella^|, Felipe Gomes do Nascimento^‡, Priscila Fernandes Carvalho de Melo^¶

‡ Paraíba Federal University, João Pessoa, Brazil§ Universidade Federal da Paraíba (UFPB), João Pessoa, Brazil| Florida Christian University, João Pessoa, Brazil¶ Pernambuco Federal University, Recife, Brazil

Corresponding author: Ramom Santos Custódio ( ramomsc22@gmail.com )

Corresponding author: Felipe Gomes do Nascimento ( felipegomes.1491@gmail.com )

Academic editor: Desislava Varadzhakova

This is an open access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

Citation: Santos Custódio R, Brambilla A, Vanzella E, Gomes do Nascimento F, Fernandes Carvalho de Melo P (2025) Marketing strategies for building customer loyalty in hotels in João Pessoa-PB. GeoStudies 2: 21-34. https://doi.org/10.3897/geostudies.2.e145652

Abstract

The hotel industry is facing an increasingly competitive market in which customer loyalty is crucial to gaining a competitive edge and increasing profitability. Loyalty programs are valuable strategies for customer retention, especially in an environment of high competition and high acquisition costs. In this context, the general objective of this research was to analyze the loyalty programs used by the hotel sector in João Pessoa, Paraíba, Brazil. As far as the methodological procedures are concerned, this paper was characterized as descriptive, with a qualitative-quantitative approach, under a field study. Data was collected by applying a questionnaire to 10 hotels located on the beaches of Cabo Branco and Tambaú. The results indicated that, in many cases, there is a growing use of technology and marketing tools to improve customer relations and increase the attractiveness of loyalty programs, especially the use of CRM and e-mail marketing. However, there are significant challenges, such as high costs and a lack of technological integration, which prevent these programs from reaching their full potential. It was suggested that future studies analyze the impact of omnichannel strategies and the use of artificial intelligence in the management of loyalty programs.

Keywords

Hospitality, João Pessoa, loyalty, lodging establishments, marketing