Plan de mejora en estrategias digitales para la empresa Orange Hotels & Travels S.A.S

Abstract

The development of the improvement plan for the Orange Hotels & Travels company was evaluated by different economic and financial factors, which allow us to propose a series of strategies in order to mitigate the problem that the company presents in terms of brand recognition and the increase in sales for the year 2020 by 5%. In addition to the use of matrices that allowed to generate an evaluation and thus be able to diagnose a new segment of the tourism market which was carried out through 38 surveys conducted in the city of Bogotá to the "Backpacker" segment, thus resulting in a potential market that the company could use in the long term, this in order to give brand recognition and additionally new interactive virtual reality activities in the tourism market and thus obtain a greater participation in the industry