Creación y conceptualización de identidad gráfica para submarca Decameron mediante el análisis del mercado turístico actual

Abstract

Decameron is currently positioned thanks to its hotel chain All Inclusive, however this positioning has been affected in the last years because people changed their way of consuming, traveling, work and how individuals interact, all of this driven thanks to the pandemic. Decameron does not have a specific target audience, because it seeks to cover the population, it is for this reason that it does not manage to be sufficiently attractive for some tourism sectors, such as business tourism. Without however, the company has tried to have approaches with this type of tourists by half of the Decameron Explorer sub-brand without any convincing results. From this point starts the need of our project, since it is of vital importance that Decameron is capable of attracting this type of consumer, therefore, is one of the industries with the highest demand in the hotel sector. To get this public interested you need to consider their characteristics and their needs when constructing said sub-ark and that everything mentioned above is condensed into a corporate manual.