Competitive Intelligence Project Proposal PDF

Competitive Intelligence in Tourism Organizations Hotel Gandia Playa Course: 2024/25 07.01.2025 - Majin Hensen Julia Gornig Katayun Mollasalehi Veerle van Luijnen Kieu Anh Bui 1 ...

Competitive Intelligence in Tourism Organizations Hotel Gandia Playa Course: 2024/25 07.01.2025 - Majin Hensen Julia Gornig Katayun Mollasalehi Veerle van Luijnen Kieu Anh Bui 1  2 Table of Contents 1. Executive Summary........................................................................................................ 2 2. Context............................................................................................................................ 3 2.1 Tourism Sector in Gandia................................................................................................. 3 2.2 Hotel Gandia Playa............................................................................................................ 3 2.3 Competitors....................................................................................................................... 4 Competitive Position of Hotel Gandia Playa.................................................................... 5 3. CI Analysis..................................................................................................................................6 3.1. Need analysis.................................................................................................................... 6 Identifying current situation/challenges.......................................................................... 6 Information needed.......................................................................................................... 6 Type of intelligence needs................................................................................................ 7 Gathering information...................................................................................................... 8 Conclusion...........................................................................................................................9 3.2. Data collection.................................................................................................................. 9 Phase 1: Action Plan and Gantt Chart............................................................................ 10 Phase 2: Defining Constraints........................................................................................ 11 Phase 3: Identifying Data Sources and Collection Methods........................................ 13 Phase 4: Collecting Internal and External Data Sources.............................................. 14 Conclusion........................................................................................................................ 30 Interview with the hotel.................................................................................................. 30 3.3. Data analysis................................................................................................................... 32 Enterprise Analysis: SWOT.............................................................................................. 32 Environmental analysis: PESTEL..................................................................................... 34 Sentiment Analysis (Reviews):........................................................................................ 39 4. Conclusions and recommendations............................................................................ 42 Literature and References............................................................................................... 46 3  4 1. Executive Summary In this report, the competitive position of Hotel Gandia Playa is analyzed, focusing on the challenges it faces and strategies to improve its competitive position. Hotel Gandia Playa, a family-friendly and budget-oriented accommodation at Gandia beach, operates in a highly competitive tourism market. This report identifies key weaknesses, evaluates guest feedback, and benchmarks competition strategies to propose future recommendations for improvement. The main challenges addressed include the hotel’s outdated facilities, noise disturbances, inconsistent cleanliness, and limited personalised services. Additionally, its weak digital presence and underwhelming social media engagement negatively impact its ability to attract and keep guests. While guests value the hotel’s affordability, location, and friendly staff, frequent complaints highlight the need for modernization and improvements in the service area. Data collected through online guest reviews, competitor analysis, and digital performance evaluations reveals areas requiring attention. Competitor insights emphasize the importance of targeted digital marketing, service upgrades, and tailored offerings to attract niche markets. The findings also point to growing guest expectations for inclusivity, eco- friendliness, and modern amenities. The report recommends prioritizing facility renovations to modernize guest rooms, public areas, and amenities, to keep up with people standards. Upgrading these areas will help the hotel stay competitive and meet guest expectations. Additionally, enhancing the hotel’s digital presence through a redesigned, mobile-friendly website and active social media strategy is critical for increasing visibility and engagement. Tailored packages, such as eco- friendly tourism options ore cultural experiences, are suggested to diversify offerings and appeal to niche markets. Expanding breakfast options to include vegetarian, vegan, and allergy-friendly items is also recommended to cater to diverse dietary needs. Implementing a strong review management strategy will build trust and demonstrate a commitment to guest satisfaction.  5 By addressing these challenges and taking advantage of the opportunities, Hotel Gandia Playa can improve its competitive position, improve guest satisfaction, and achieve long- term growth within the tourism market of Gandia. 2. Context 2.1 Tourism Sector in Gandia Gandía, located on the eastern coast of Spain, is a popular tourism destination in the Valencian Community. Known for its Mediterranean climate, beautiful beaches, cultural heritage, and variety of leisure activities, the region attracts many visitors, especially in the summer. The tourism industry in the region is diverse, with accommodations ranging from luxury hotels to more affordable options, alongside a wide array of restaurants, entertainment, and cultural attractions. The competitive market for hotels in this area is driven by several factors, including pricing, proximity to the beach, the range of amenities such as free Wi-Fi, swimming pools, and additional services like entertainment or nightlife. The tourism market in Gandía, especially in Gandía Playa, is highly competitive, as tourism plays a crucial role in the local economy, and the variety of accommodations ensures that there are numerous options available for visitors. With tourism being a major economic driver for the city, the hotel industry in particular is highly competitive. While this presents challenges, it also provides valuable insights for analysis, that is why we decided to choose a hotel as our chosen company. After researching and comparing several hotels based on reviews, websites, and social media presence, we decided to focus on Hotel Gandía Playa. This hotel stood out because it offers various areas for improvement and presents several categories that can be compared to its competitors. By examining these elements, we can gather insights into how the hotel could enhance its services and identify actionable opportunities. 2.2 Hotel Gandia Playa  6 Hotel Gandía Playa is a well-established 3-star hotel located just a short walk from Gandía Beach, one of the most popular and lively areas in the city. With 126 rooms, the hotel caters primarily to tourists seeking a comfortable and affordable stay near the beach. Its key amenities include two swimming pools, one of which is designed for children, a free buffet breakfast, free Wi-Fi, and smoke-free rooms. Additionally, the hotel offers family-friendly rooms, a restaurant with buffet service, a bar-cafeteria, a solarium terrace, a TV zone, and a pub ("Dublin") featuring live music, making it a popular choice for guests that want both relaxation and entertainment. The hotel is pet-friendly, offers parking services, and helps organize group events, making it even more appealing to a broad range of visitors, particularly families and middle-income tourists (Hotel Gandia Playa, n.d.). Guests appreciate the value for money, as reflected in its online ratings: Google 3.9/5, TripAdvisor 3.5/5, Amimir 7.9/10, Booking.com 7.7/10, and Trivago 7.4/10. These reviews highlight the hotel’s strong points, such as its location and family-oriented services. Overall, guests are usually happy with their stay. However, there is still potential for improvement in the online ratings. Guests have written about outdated facilities, noisy rooms, and cleanliness issues, particularly during busy periods. Additionally, the breakfast quality and slow service have received negative feedback, although guests appreciate the hotel's friendly staff and its convenient beachside location. The hotel operates in a highly competitive market, with numerous alternatives in both the high-end and budget segments. The presence of these competitors presents both challenges and opportunities for Hotel Gandía Playa. By understanding its position in the market and analyzing its strengths and areas for improvement, the hotel can refine its offerings to better meet guest expectations and improve its market standing. 2.3 Competitors We decided to focus on competitors located on the beachside rather than in the city center, as this area hosts a higher number of comparable accommodations. Hotel Borgia was the only hotel in the city center we thought was comparable to Hotel Gandia Playa. While Hotel Borgia offers similar services and caters to the same clientele, it is owned by the same parent  7 company, DC Hoteles, as Hotel Gandia Playa, and thus is not considered a direct competitor. That is why we focused on only hotels near the beach. We selected the following three hotels as its main competitors in the same price range and category (three-star hotels): Hotel Albatros, Hotel San Luis, and Hotel Biarritz. These hotels were chosen based on their proximity to the beach and their appeal to a similar target market, primarily budget-conscious tourists seeking convenience and relaxation by the sea. Hotel Albatros, located near Gandía Beach, is a three-star hotel offering a range of amenities, including a swimming pool, restaurant, and proximity to the beach, catering to families and budget-conscious travelers (Hotel Albatros, n.d.). The hotel has received mixed reviews for its friendly service, with some guests highlighting the need for updates to certain facilities and improvement in breakfast quality. On Google Maps it has a 4,3 star-rating (Google Maps Hotel Ablatros, n.d.). Hotel San Luis, also situated close to the beach, is another competitor within the same price range. It offers amenities such as a pool, restaurant, and entertainment options, making it a popular choice for families (Hotel SanLuis, n.d.). Reviews point to its appealing location and solid value for money, but like other hotels in the area, it faces similar challenges, such as noise issues and the need for modernization. It has a 4,2 star-rating on Google (Google Maps Hotel San Luis, n.d.). Hotel Biarritz is located near the beachfront and focuses on providing a comfortable and affordable stay for tourists. With a range of family-friendly services, it also targets a similar demographic to Hotel Gandia Playa (Hotel Biarritz, n.d.). Guests appreciate its proximity to the beach, but some have pointed out the hotel’s aging infrastructure and occasional noise disturbances, which are common complaints in this area. It has a Google rating of 3,7 stars (Google Maps Hotel Biarritz, n.d.). These three competitors were chosen because they are all in the same three-star category, offering similar services at competitive prices, and cater to families and budget-conscious tourists looking for a beachside location.  8 Competitive Position of Hotel Gandia Playa Hotel Gandia Playa occupies a mid-range position in the competitive landscape of Gandia’s hospitality market. Offering a mixture of affordability and a wide range of services, the hotel attracts families and budget-conscious tourists, particularly due to its proximity to the beach. While it provides more amenities than budget hotels, such as pools, entertainment, and family rooms, it is priced lower than luxury offerings. However, with rising customer expectations for personalized experiences and modernized facilities, the hotel faces increasing competition not only from budget options but also from more upscale hotels in the area. Competitors like Hotel Albatros, Hotel San Luis, and Hotel Biarritz offer similar services but often with more recent updates and slightly enhanced amenities. Moreover, the expansion of 4-star hotels in Gandia, offering superior facilities and more luxurious experiences, poses a challenge for Hotel Gandia Playa in maintaining its competitive edge. 3. CI Analysis 3.1. Need analysis In the need analysis, the focus is on identifying and understanding the needs, challenges, and opportunities faced by Hotel Gandia Playa. This analysis clarifies what is required to improve the current situation and achieve the desired goals. It begins by assessing the hotel's current state and determining what changes are necessary. Then, the information needed to make these changes is outlined, along with how this information will be gathered to achieve the desired outcomes. Identifying current situation/challenges In today’s world where the internet plays a big role, a strong online presence is essential for businesses, especially in the hospitality industry. The need to improve the digital presence and online reputation for Hotel Gandia Playa is evident. As potential guests often rely on online reviews and hotel’s digital platforms when it comes to making booking decisions.  9 Currently, they have mixed reviews of positive and negative reviews. The hotel faces challenges in maintaining a good image and competing with other hotels in the area. By enhancing their digital presence, the hotel can strengthen its market advantage. Information needed To improve Hotel Gandia Playa’s digital presence and online reputation, several aspects need to be addressed through targeted research and analysis. Customer insights It is essential to identify who the hotel’s customers are, such as their age, nationality and interests. By knowing this, a target group or persona could be created, so that it will be easier to reach the designated group. This goes side by side with the preferences the target group has, for instance the likes and pains they have about the hotel; location, amenities and price. By understanding things from a customer perspective, it will help to make tailor-made experiences. Platforms and reach Determining which platforms are most useful for reaching and engaging the right customers is important. Therefore, it will be helpful if it is clear which review platforms are used to leave feedback by the customer; TripAdvisor, Google, Booking,com, etc. Additionally, by researching the platforms it is also possible to evaluate how the hotel responds to customers’ feedback and can show opportunities to build stronger relationships with guests. Also, how active customers are on the hotel’s social media channels and what types of posts get the most engagement, likes, shares, click-through rates and how often the hotel posts. These insights will help refine the hotel’s social media strategy. Competitor analysis To remain competitive, it’s important to identify hotels in the area that are offering similar services and/or customers, and assess how they perform online. What are they doing differently? And are there strategies and promotions that Hotel Gandia Playa could adopt?  10 Learning about other competitors’ strategies and successes can provide valuable direction for improvement. Type of intelligence needs Simple needs have a repeated nature leading to routines and simple decisions (Leon, n.d.- b). It usually involves regular studies, which are connected to an annual cycle of market planning, and are standardized and performed in almost the same way every year. Customer insights is an example of a simple need, because collecting information about customers, such as age, nationality, interests, and their preferences are relatively simple. It does not require any complicated strategies, and almost all the information is available through guest relationships and bookings. There are also complex needs. Those are generated by critical multi-faceted issues leading to complex decisions. It involves using multiple and diverse data resources. They require the use of ad-hoc studies, which provide rapid results, are irregular, and typically support tactical work. Platforms and reach and competitor analysis are complex needs. As platform and reach uses multiple platforms, such as different social- and review platforms. How reviews are being handled or which posts gain the most engagement requires in-depth research. Also, competitor analysis requires a deep understanding of the competitors of the hotel, so that Gandia Playa Hotel can compare the strategies and apply them to their own strategy, which is useful for possibly long-term adjustments. Gathering information Now that the necessary information has been identified, it is important to examine how this information will be gathered.  11 Review analysis By analyzing reviews from various platforms like TripAdvisor, Booking.com, and Google it is likely to identify customer likes and pains, such as location, amenities, and service. It can also be used as feedback from customers. It will become evident which sites customers use most frequently for feedback. The hotel can evaluate how they respond to reviews, and assess the effectiveness of these responses. Review analysis is not only handy for internal use, but also external. By evaluating review platforms, it is easy to compare Hotel Gandia Playa’s ratings, feedback, and review frequency with those of competitors in the same area. Web- and social media analysis By using Google Analytics, or a similar platform, it is possible to track where online traffic originates, and how visitors interact with the website. With this tool, it will be clear where people go on the site, and what stops them to make the booking or what gives them motivation to do the booking. Tools like SimilarWeb can provide insights into competitors’ website traffic and search engine performance, which is valuable for Hotel Gandia Playa. In addition to website analysis, there is also social media analysis. Competitor Analysis Analyzing competitors is possible by using the things listed above: evaluating review platforms, looking at their website traffic, and search engine performance. Those are the most important ones, but for visualization a perceptual map is a good option. By making a map with all the competitors that are similar and position them on a map, it will be easier to see the differences. Interviews This primary data will provide specific insights into customer and competitor dynamics. First, the guest satisfaction will be analyzed. Surveys will be distributed to recent guests via email, so ratings on hotel amenities, quality and experience, as well as suggestions for improvements will be gained.  12 Secondly, an interview with Hotel Gandia Playa itself will also help to contain viable information, for example what they think their strengths and weaknesses are, their review management, and how clients book with them. This will give good insights of the hotel perspective on things. Last but not least, we will conduct competitor interviews/informal conversations and site visits to the competitor locations, which will help us to assess competitor facilities, services and their customer flow. The interviews will give information, such as their amenities and customer demographics. Additionally, by visiting the hotels will provide a direct assessment, like their ambiances, quality and guest interactions. Conclusion Hotel Gandia Playa faces the challenge of improving its online presence and reputation in the digital world, while guests rely on online reviews. With mixed feedback, the hotel must focus on understanding customer preferences and pain points to make tailor-made experiences that cater to their needs. Optimizing its presence on key platforms and enhancing customer interactions offer opportunities to strengthen relationships and build a positive online reputation. Additionally, a competitor analysis can provide valuable insights of other hotels in the area, and where Hotel Gandia Playa stands. By adopting successful strategies from competitors, the hotel can improve its market position. By implementing these strategies, Hotel Gandia Playa can boost its digital impact and stand out in the competitive industry. 3.2. Data collection Introduction In the highly competitive tourism industry of Gandia, Hotel Gandia Playa requires a strategic plan to enhance its market positioning and customer satisfaction. As members of the hotel’s competitive intelligence team, our goal is to systematically gather relevant data to inform the management so that they can make better decisions on customer preferences, competitor  13 activities and market trends. The data collection phase is a foundational element of this CI project because we ensure that the information we gather is relevant, comprehensive and actionable for the Hotel Gandia Playa. Phase 1: Action Plan and Gantt Chart To ensure an organized data collection process, an action plan has been structured and outlined in a Gantt chart. This chart identifies each task, its timeline and the responsible team members. Together with this action plan it is designed to address all identified needs systematically by utilizing specific data sources and methods to meet the timeline effectively. Therefore, the needs analysis gave us an overview of the techniques, which we will use to gather information, such as a review analysis, social media analysis, competitor analysis and interviews. Therefore, the following steps are designed to address Hotel Gandia Playa’s specific CI needs and to provide clarity on the data collection phases:  14 In the first week of the project our CI team members Katayun and Majin will outline the needs analysis and will be looking for specific CI needs. During the second week our team members Julia and Veerle will identify data sources by determining optimal sources for internal and external sources. The primary data collection phase will also take place in week two to three, where Katayun and Kiu will conduct a competitor interview and an interview with the hotel. Also, in week four and five Julia and Veerle will begin with the secondary data collection, meaning they will collect data from online travel agency (OTA) reviews such as Tripadvisor, social media analysis and industry databases. In the sixth week our team member Kiu will do the Data Review & Analysis by sorting, benchmarking and interpreting the collected data. All team members will work on the report during the whole project by formatting and summarizing their findings. In the seventh week our CI team will present the Report to the CEO and management team of Hotel Gandia Playa and give them insights and recommendations based on our outcome of the project. Phase 2: Defining Constraints Our data collection process is guided by several key constraints including time, money, legal and ethical guidelines. With a limited seven-week timeline, each phase of the data collection part is planned carefully to maximize efficiency (time). As we have limited financial resources, this restricts our ability to conduct extensive primary research. Therefore, we prioritize cost- effective sources such as secondary data and online reviews (money). Moreover, we commit to strict data privacy regulations, especially in gathering information from customers and competitors. That is why we only make use of publicly accessible data, to ensure compliance within our industry standards (legal and ethical guidelines). To further define our data collection process, we will apply the “Rule of the 7 W” framework: 1. What? (Information needed) Competitor strategies and performance metrics Customer preferences and satisfaction levels Market trends in Gandia's tourism sector Technological advancements in the hospitality industry Regulatory changes affecting tourism in Gandia  15 2. Why? (Purpose of the intelligence) To improve Hotel Gandia Playa's competitive position To enhance customer satisfaction and loyalty To identify new market opportunities To optimize operational efficiency 3. When? (Timeframe for the intelligence) Project duration: 7 weeks Data collection period: Weeks 2-5 Analysis and reporting: Weeks 6-7 4. Where? (Geographical focus) Primary focus: Gandia beach area Secondary focus: Broader Valencia region for market trends 5. Who? (Key players involved) Direct competitors: Hotel Albatros, Hotel San Luis, Hotel Borgia Customers: Current and potential guests Industry stakeholders: Local tourism board, hospitality associations 6. Which? (Specific aspects to focus on) Pricing strategies Service offerings and amenities Customer reviews and ratings Occupancy rates and seasonal trends Marketing and promotional activities 7. How? (Methods to gather and analyze the information) Primary data collection: Surveys, interviews, site visits Secondary data collection: OTA reviews, industry reports, social media analysis Data analysis: Benchmarking, trend analysis, SWOT analysis Phase 3: Identifying Data Sources and Collection Methods We make use of both internal and external data by using primary and secondary sources to provide a comprehensive perspective of our research. Each source has been selected to  16 directly address specific aspects of Hotel Gandia Playa’s CI needs, which will give us insights into customer behavior, competitor strategies and industry trends. In terms of internal sources, we wanted to conduct an interview (primary source) with the Hotel to make sure that we have all the available information from the management team. We aim to gather internal information regarding the executive team, the marketing department and the logistics department. For several reasons, it was not possible to do the interview with the Hotel, so our Team member Katy answered the necessary questions for the executive team, the marketing department and the logistics department. Moreover, we will collect external sources. A vast part of our data collection in this chapter will consist of polling and opinion research about reviews of customers on various Online Travel Agencies (OTA). This enables us to measure customer satisfaction, preferences and areas of improvement. By conducting opinion research through OTA we gain authentic, user- generated content that reflects real customer experiences. Moreover, our team will conduct site visits to other hotels such as Hotel Biarritz Gandia, Hotel San Luis and Hotel Albatros. This will provide us firsthand insights into their service offerings, location, facilities, accessibility and unique selling propositions (USPs). These activities are vital for benchmarking Hotel Gandia Playa against its direct competitors, helping us understand what differentiates successful hotels in the area. Finally, we will conduct a Social Media analysis, whereby we will do a search engine analysis, as well as a website evaluation and the monitoring of traffic analysis. Conducting the analysis is crucial for us to understand how Hotel Gandia Playa positions itself online compared to competitors. Additionally, Social media platforms and website analytics provide direct insights into customer engagement, brand reach and digital marketing effectiveness, all of which are key to a hotel's visibility in today's market. By combining these sources, we ensure a balanced approach that reflects both qualitative and quantitative insights, preparing us for the data analysis as well as to provide recommendations for improving Hotel Gandia Playa’s competitive position. Phase 4: Collecting Internal and External Data Sources  17 This phase involves the systematic collection of data from various sources to address Hotel Gandia Playa's specific CI needs. Our approach combines both internal and external data sources to ensure a comprehensive understanding of the competitive landscape. Internal Sources This type of resources refer to the information, tools and systems available within the Hotel. The information can be leveraged to gather relevant insights about competitors, market trends and the industry. Executive Team (CEO, CFO, CTO, CMO) The executive team is crucial in providing a strategic viewpoint on the hotel’s operations and market standing. They offer perspectives on the hotel’s distinctive advantages, such as closeness to the beach or family-oriented amenities, in addition to its operational difficulties, like aging facilities or restricted resources. Moreover, their financial knowledge can illuminate the budget limitations and possible investment opportunities, including marketing or infrastructure improvements. The executive team’s perspective on the future, encompassing sustainability efforts and improvements in customer experience, is essential for strategic long-term planning. Marketing department (Marketing, Sales, Customer Service) The marketing team gathers and assesses customer opinions via surveys, online ratings and social media engagement. This information is essential for grasping guest sentiments, ongoing issues and points of satisfaction. They additionally offer insights into website and social media metrics, including visitor demographics, engagement levels and sources of traffic. This data aids in determining which marketing strategies work well and where enhancements are required. Moreover,the marketing team’s understanding of promotional tactics and customer demographics allows the hotel to customize its offering for particular target audiences. Logistic department (Suppliers, technology & processes) We don’t know about the supplier's financial situation, the technologies the hotel already uses or the internal processes and what the employees' ideas are on changing them.  18 External Sources Analysts opinion We did research on all of the five analysts and couldn’t find any data about the Hotel Gandia Playa. Polls and Interviews Polling and Opinion Research For the collection of polls, we made use of secondary data, which is gathered from public platforms and reputable databases, offering a broader view of industry trends, guest feedback and competitor activities at a lower cost. Therefore, we did research throughout various platforms on the internet and found information about customer preferences and their needs on review websites such as Tripadvisor and Booking. Tripadvisor: We found that the Hotel ranks overall a 6 out of 8 in the Gandia Playa area. There are 287 reviews in total and the Hotel has 3,5 stars out of 5 from those reviews. The most guests gave the Hotel a 4 out of 5 (77 people) and 72 people gave the Hotel a 3 out of 5. The people who were giving 4 stars often had only one thing that was missing for them, for example a kettle and cups in the room. Many reviews were highlighting the entertainment program in the summer for kids and that the staff is nice. The food is often described as okay but not something special. Some of the bad reviews state that the Hotel rooms need a makeover and are not the cleanest either. There are 24 questions and the Hotel did not respond to them, concluding that they are not present on TripAdvisor. Booking: The Hotel got a review of 7,7 out of 10 within 1071 reviews. The best ranked category is the staff and the location with 8,9 and the worst is the equipment with 7,4. The cleanliness was given 8.0. Most reviews were good overall, stating that the location, the food, the staff and atmosphere is good. Furthermore most reviews agree that the price performance ratio is really good. 19  20 Site visits Another primary data method we will make use of will be site visits to competitor locations, which will help us to assess competitor facilities, services and their customer flow. Our team members Veerle, Julia and Majin have visited the key competitor hotels Hotel Biarritz Gandia, Hotel San Luis and Hotel Albatros with attention to layout, amenities and customer demographics. With this method we will gain data such as observations on competitor hotel ambiances, their quality of facilities and guest interactions. Those site visits will provide us a direct assessment of the competition, highlighting areas where Hotel Gandia Playa can improve or innovate. Hotel Albatros: Location: Hotel Albatros is located in Playa de Gandia, just a 5-minute walk from the beach. It is surrounded by residential buildings and various small cafe and shops. The area is quieter compared to the port side of Gandia, making it ideal for families and people trying to relax. Reception Area: The reception are of the hotel is modern and welcoming. It has light-colored tiles and a minimalist design, making it feel bright and clean. The reception is large, and there are comfortable chairs and a sofa to sit on. The space is decorated with local artwork and a few plants. Room Features: The hotel offers a variety of rooms, including family rooms and double rooms with balconies. Many rooms have views of the sea or surrounding gardens. All rooms are equipped with air conditioning, a flat-screen TV, free Wi-Fi, a minibar, toiletries, and a prive bathroom. The decor is pretty simple. Dining options: The hotel has a buffet serving a mix of Mediterranean and international food, with options that cater to different dietary needs. The breakfast buffet includes a variety of hot and cold dishes, fresh fruit, and pastries. There is also a launch bar with a terrace where guest can have a drink and tapas while looking at the hotel’s pool area Facilities: The hotel has a large outdoor pool with sun loungers and umbrellas, as well as a small children’s pool. There is also a fitness room and a games area with activities like table tennis and billiards.  21 Accessibility: The hotel is easily accessible by both public and private transport. It is approximately 10 minutes by taxi from Gandia’s train station, and local buses go frequently between the hotel and the station. There is also a private parking area available for guests. Hotel Biarritz Gandia: Location: Hotel Biarritz Gandía is slightly set back from the immediate beachfront, but still within walking distance. It is located in a quieter part of Playa de Gandía. Reception Area: Hotel Biarritz Gandía has a more classic style as the area is designed more simple and not so modern. The area is smaller and more intimate compared to Hotel Gandía Playa. Therefore, they also have less check-in counters, but they are also a smaller hotel with less guests. They have a seating area, but it is also designed more traditional rather than modern. They do have local brochures for exploring Gandía. The reception seems more calm and relaxed compared to Hotel Gandia Playa. Room Features: Hotel Biarritz Gandía does not offer rooms with balconies with sea views. Dining Options: For Hotel Biarritz Gandía, we were not able to see the restaurant area. Facilities: Hotel Biarritz Gandía has a small outdoor pool, but no other services. Accessibility: The Hotel is good accessible and has a good location to access public transport fast. Hotel San Luis: Location: Hotel San Luis is located next to the port and the pier. It is surrounded by a lot of shops and restaurants, which means that it is busy in the summer or festive days. The beach is a 2 minute walk and the view from the hotel is the harbor. Reception Area: The reception area is very different from the outside. The walls, as well as the reception desk and entrance, are made from wood. It gives an outdated and dark look. There is only one desk and two benches where guests can sit. The room is decorated with a lot of green and flowers.  22 Room Features: They offer rooms with terraces and some are with (partial) sea view. The rooms are all equipped with air conditioning, free Wi-Fi, toiletries, hairdryer, and a private bathroom. Dining options: The hotel offers a terrace bar where people can order ice cream, cocktails or other refreshments while enjoying live entertainment on various nights of the week. Furthermore, they also have their own restaurant where guests can dine with a wide variety of international and typically Spanish dishes, such as fideuá, paella, and bacalao. For breakfast they offer a buffet service that differs per day. From the beach side you can see the terrace and the restaurant. It is a light room with a lot of big windows. Facilities: In addition to the wide range of dining options they also have their own pool where guests can relax. However, they do not have other facilities inside the hotel. Accessibility: The hotel is easily accessible with both public or private transport. The other techniques used in conducting polls and interviews were not able to be implemented due to missing people to participate and no access to professional services. Search Engine Analysis We will evaluate the search engine visibility of Hotel Gandia Playa and its main competitors (Hotel Albatros, Hotel San Luis, and Hotel Borgia) using Google, Bing, and Yahoo. Key factors to consider include: - Visibility in special search results: We’ll see if the hotel’s website appears in special spots on the search results page, like highlighted sections or boxes that show more details at the top of the page. - Local search performance: We’ll look at how well the hotel is listed on local search tools like Google My Business, including whether its profile has updated info, good reviews, photos, and other features that make it stand out in local searches. Detailed Analysis of Search Engine Results:  23 Hotel Gandia Playa: - Google (Google, n.d.): - Visibility in Special Search Results: Does not appear in featured snippets or rich results. - Local Search Performance: Has an active and optimized Google My Business listing, but lacks recent updates and has limited user engagement. - Bing: - Visibility in Special Search Results: No presence in featured snippets or rich results. - Local Search Performance: Similar issues as Google with outdated information on Bing Places for Business. - Yahoo: - Visibility in Special Search Results: Rarely appears in search results. - Local Search Performance: Minimal engagement on Yahoo's business listing, lacking recent updates Hotel Albatros: - Google: - Visibility in Special Search Results: Appears in a featured snippet for "affordable hotels in Gandia." - Local Search Performance: Frequently updated Google My Business listing with engaging photos and user interaction. - Bing: - Visibility in Special Search Results: Occasionally appears in local pack results. - Local Search Performance: Similar listing performance as on Google, well- maintained profile. - Yahoo: - Visibility in Special Search Results: Rarely appears in search results. - Local Search Performance: Minimal engagement on Yahoo's business listing, lacking updates.  24 Hotel San Luis: - Google: - Visibility in Special Search Results: Features in a rich result with user-generated content. - Local Search Performance: Well-optimized Google My Business listing with numerous positive reviews. - Bing: - Visibility in Special Search Results: Appears in local pack results regularly. - Local Search Performance: Active engagement on Bing Places for Business with frequent updates. - Yahoo: - Visibility in Special Search Results: Occasionally appears in search results. - Local Search Performance: Minimal engagement but better than other competitors, with some updates. Hotel Biarritz Gandia: - Google: - Visibility in Special Search Results: Appears in local pack results for "hotels in Gandia city center." - Local Search Performance: Well-maintained Google My Business listing with recent photos and customer reviews. - Bing: - Visibility in Special Search Results: Occasionally appears in Bing's local answer box. - Local Search Performance: Bing Places for Business listing is present but less frequently updated compared to Google. - Yahoo: - Visibility in Special Search Results: Rarely appears in special search results. - Local Search Performance: Limited presence on Yahoo Local, with minimal recent updates.  25 Website Evaluation We will assess the websites of Hotel Gandia Playa and its main competitors (Hotel Albatros, Hotel San Luis, and Hotel Borgia) based on the following criteria: - User experience and navigation - Content quality and relevance - Mobile responsiveness - Booking system functionality - Loading speed and performance Detailed Comparison of Websites: - Hotel Gandia Playa (Hotel Gandia Playa, n.d.): - User Experience: Modern, visually appealing design with easy navigation. - Content Quality: High-quality images, detailed descriptions of services. - Mobile Responsiveness: Good, performance on mobile devices. - Booking System: User-friendly with multiple secure payment options. - Loading Speed: Fast, with minimal delays. - Hotel Albatros (Hotel Albatros, n.d.): - User Experience: Outdated design, navigation is somewhat challenging. - Content Quality: Detailed information but less engaging visuals. - Mobile Responsiveness: Moderate performance, slower load times. - Booking System: Functional but less intuitive. - Loading Speed: Moderate, occasional lag. - Hotel San Luis (Hotel San Luis, n.d.): - User Experience: Clean, professional design. - Content Quality: High-quality and relevant. - Mobile Responsiveness: Good, performance on mobile devices. - Booking System: Smooth, user-friendly. - Loading Speed: Quick with no significant delays.  26 - Hotel Biarritz Gandia: - User Experience: Clean and straightforward design with intuitive navigation. - Content Quality: information about rooms and services, but could benefit from more engaging visuals. - Mobile Responsiveness: Good performance on mobile devices with responsive design. - Booking System: Functional booking system integrated into the website, but lacks some advanced features. - Loading Speed: Generally fast, with occasional minor delays on image pages. Monitoring traffic MoM: Month-Over-Month YoY: Year-over-Year Source: https://pro.similarweb.com/#/benchmark/report/30b75160-a827-491e-a0f1- f6ce7ee434fb/999/2024.10-2024.10/Monthly/Total?tab=0 Traffic share: August: September:  27 October: People visiting the website: Your visit ranking compared to your competitors during the selected time period. August (1 month): September (2 months):  28 October (3 months): Audience reach: Your share of unique users compared to the total unique users in the defined market  29 Market visit: the visit duration compares your competitors during the selected time period. August: September: October:  30 Bounce rate: Your bounce rate compared to your competitors during the selected time period, measured as the percentage of visitors who leave your site after viewing only one page. August: September:  31 October: Market pages per visit: The average number of pages your visitors view per visit, compared to your competitors during the selected time period. August: September:  32 October: Market page views: Your number of page views compared to your competitors during the selected time period August:  33 September: October: Monitoring traffic explained Traffic Share Hotel Gandia Playa's traffic share showed a positive trend over the three-month period. In August, the hotel captured approximately 15% of the market visits. This share increased to about 16% in September and further grew to around 17% in October. This steady improvement suggests that Hotel Gandia Playa is gradually gaining more attention in the online market compared to its competitors. Visit Ranking The hotel's performance in visit ranking demonstrates its competitive position. In August and September, Hotel Gandia Playa held the 3rd position among its competitors. However, October saw a significant improvement as the hotel climbed to the 2nd position. This advancement indicates that Hotel Gandia Playa successfully outperformed at least one of its major competitors in attracting website visitors.  34 Audience Reach Hotel Gandia Playa's audience reach, which represents its share of unique users in the market, showed consistent growth. Starting at about 14% in August, it increased to approximately 15% in September, and reached around 16% in October. This upward trend suggests that the hotel is expanding its online presence and attracting a larger portion of the market's unique visitors. Visit Duration The average visit duration for Hotel Gandia Playa's website showed a slight decline over the period. In August, visitors spent approximately 4 minutes and 30 seconds on the site. This duration decreased to about 4 minutes and 15 seconds in September, and further reduced to around 4 minutes in October. This trend might indicate that visitors are finding information more quickly, but it could also suggest a need to improve content engagement. Bounce Rate The bounce rate for Hotel Gandia Playa's website showed a marginal increase over the three months. Starting at approximately 42% in August, it rose slightly to about 43% in September, and reached around 44% in October. While the increase is small, it might indicate a need to enhance the website's landing pages or overall user experience to encourage visitors to explore more of the site. Pages per Visit The average number of pages viewed per visit on Hotel Gandia Playa's website showed a slight decline. In August, visitors viewed approximately 3.2 pages per visit. This number decreased to about 3.1 pages in September and further reduced to around 3 pages in October. This trend aligns with the decreasing visit duration and might suggest that visitors are finding information more efficiently or that there's room for improvement in encouraging further site exploration. Page Views  35 Despite the decreases in visit duration and pages per visit, Hotel Gandia Playa's share of market page views showed improvement. In August, the hotel accounted for approximately 16% of market page views. This share increased to about 17% in September and further grew to around 18% in October. This growth in overall page views indicates that Hotel Gandia Playa's website is gaining more overall engagement relative to its competitors. Conclusion The data collection process for Hotel Gandia Playa is structured to address specific CI needs through carefully selected internal and external data sources including primary as well as secondary sources. By combining direct customer feedback with publicly available competitor and industry data, we ensure that the CI team gathers comprehensive, relevant, and actionable insights. This approach balances resource constraints while maintaining a high standard of ethical data gathering. The information obtained will support Hotel Gandia Playa in making informed decisions to strengthen its market position, improve customer satisfaction, and respond proactively to industry changes. Interview with the hotel - What are the strengths and weaknesses of your hotel? - What do you see as opportunities or threats for your hotel? - How effective are your social media channels? - Do you do review management? (Look through reviews, answer to them, use the reviews to do improvements) - What hotels are your main competitors? Why? (also out of the three) - What are your competition factors and selling points, that make you better than other hotels? - Who are your main clients (Age, gender, social class, etc.)? - Do clients book directly with you? Or through a travel agency/booking website?  36 - What is the main season, when most customers come? When is the off season? - Do you have customers in the off season? How many? How do you win customers in the off-season? - How much do you pay employees (in comparison to competitors)? - How long do employees stay with you on average? - What do you spend on upkeeping and how often do you do it? - Can we interview customers? - Can we have information on the internal sources? Who are theo CEO, CMO, CFO etc.? - How do you do marketing? - What are the customers saying about the company and its products? - Do you track your website and activity? What are the results? - What is the financial situation of your suppliers? - What technologies does your hotel use? - How do you internal processes look like and what are the employees’ ideas on changing them? Do you implement what employees suggest? Marketing: What are the customers saying about the company and its products? Internal customer feedback, Tracking of website traffic and activity Logistics: supplier's financial situation, the technologies the hotel already uses internal processes and what the employees' ideas are on changing them. ¿Cuáles son los puntos fuertes y débiles de su hotel? ¿Qué oportunidades o amenazas ve para su hotel? ¿Cuál es la eficacia de sus canales en las redes sociales? ¿Realiza una gestión de las opiniones? (Revisa las reseñas, responde a ellas, utiliza las reseñas para hacer mejoras) ¿Cuáles son sus principales competidores? ¿Por qué?  37 ¿Cuáles son sus factores de competencia y puntos de venta que le hacen mejor que otros hoteles? ¿Quiénes son sus principales clientes (edad, sexo, clase social, etc.)? ¿Los clientes reservan directamente con usted? ¿O a través de una agencia de viajes/sitio web de reservas? ¿Cuál es la temporada alta, cuando vienen más clientes? ¿Cuándo es temporada baja? ¿Tiene clientes fuera de temporada? ¿Cuántos? ¿Cómo consigue clientes fuera de temporada? ¿Cuánto paga a sus empleados (en comparación con la competencia)? ¿Cuánto tiempo permanecen los empleados en su empresa? ¿Cuánto gasta en mantenimiento y con qué frecuencia lo hace? 3.3. Data analysis Enterprise Analysis: SWOT The SWOT analysis was used to assess both Hotel Gandia Playa and its external factors in relation to market conditions and customer sentiment. This technique helped identify the internal strengths and weaknesses of the hotel, such as service offerings and operational gaps, and external opportunities and threats posed by competitors and market trends. This is how we were able to identify the competitive advantage of the hotel and areas that could be exploitable. We chose to do a SWOT Analysis, because it is a multi-level approach that provides a realistic and fact-based image and helps with the strategic planning (Leon, 2024a, p. 38). Strengths Strengths give the hotel an edge over its competitors. They are internal, positive factors of the hotel and bring a clear advantage (Leon, 2024a, p. 40). Hotel Gandia Playa enjoys several internal strengths, primarily its proximity to Gandía Beach and its focus on affordability, which appeals to budget-conscious families and travelers (Visit  38 Gandia, n.d.). The competitive pricing and its facilities, such as pools and family-friendly room options, enhance its attractiveness for leisure visitors (Hotel Gandia Playa, n.d.). Compared to Hotel Albatros and Hotel San Luis, Hotel Gandia Playa has maintained fairly positive guest reviews for cleanliness and staff service, aligning well with customer expectations in this price range. Weaknesses Weaknesses are factors that could harm the hotel if they were used by competitors against them. They are internal, negative aspects that the hotel should improve (Leon, 2024a, p. 41). However, weaknesses exist that could impede its ability to compete effectively. Like Hotel Albatros, which is noted for ongoing renovations, Hotel Gandia Playa’s facilities may seem dated compared to more modernized options. Hotel Borgia, despite its city-centered location, boasts better business-friendly amenities, such as meeting rooms, which Hotel Gandia Playa lacks (Hotel Borgia, n.d.). It generally has less limited premium amenities compared to other competitors. Furthermore, noise disturbances and limited soundproofing, reported by guests, may also be concerns for Hotel Gandia Playa if not addressed. Other weaknesses are the lack of personalized services and a weak digital presence. Opportunities Opportunities are external factors that might provide an edge to the hotel. They come from situations outside of the hotel and cannot be controlled, but provide a chance of success. If the hotel is able to identify and use those chances, it could take the lead in the sector (Leon, 2024a, p. 42). External opportunities abound for Hotel Gandia Playa to capitalize on emerging trends. The increased focus on sustainable tourism and the growing demand for eco-friendly accommodations offer a chance to adopt eco-certifications and appeal to environmentally conscious travelers. The vast offering of local experiences, like those available in Gandía’s historical areas, could position the hotel as an attractive option for culture-seeking tourists, beyond its beach-centered appeal (Visit Gandia, n.d.). There is also more demand for personalized travel experiences, which Hotel Gandia Playa could capitalize on by offering  39 travel packages, for example eco-packages or history and culture packages. This could be done by collaborating with historical museums, cultural landscapes or ecotourism companies. Using digital marketing enhancements, such as revamping its website for better visual appeal and mobile optimization, could increase its reach, especially among younger travelers. Threats Threats are external factors and obstacles that can have a negative impact on the hotel, for example in terms of being visible on the market and able to sell. If the hotel doesn’t identify those and takes action against them, the hotel could become overtaken by others in the market (Leon, 2024a, p. 43). Threats include not only the heightened competition from similar hotels like Albatros and San Luis, both of which cater to the same market segment, but also the increasing competition from premium hotels like Hotel RH Bayren & Spa, which cater to more affluent tourists seeking luxury experiences. Simultaneously, budget hotels in the area are undercutting on price, potentially attracting the most cost-conscious travelers. Rising customer expectations for modern amenities and experiences could further challenge Hotel Gandia Playa if it does not innovate. Broader economic factors, such as fluctuating travel demand, and the popularity of vacation rentals through platforms like Airbnb, also present risks that could reduce occupancy rates. Another point is the relatively small size of Gandía, compared to more prominent Spanish tourist cities like Valencia or Alicante, further limits its visibility and appeal to international tourists. These factors pose challenges for Hotel Gandia Playa in maintaining and growing its market share. Environmental analysis: PESTEL We decided to do the PESTEL analysis within our CI analysis of the Hotel Gandía Playa because it provides a simple and effective overview for us as CI analysts to identify the key external forces that might affect the Hotel Gandía Playa. Moreover, the analysis helps us to find out about either opportunities or threats, which the Hotel might face.  40 Politics Spain has a politically stable environment and this generally supports the operations of industries like hospitality. However, there are some ongoing political debates over labor reforms, such as reducing the standard workweek, which could influence business operations, especially in sectors like tourism that are very labor-intensive. While these reforms may lower costs for some people, they could also challenge staffing flexibility during peak seasons (Reuters, 2025). The government’s economic recovery plan, including issuing €60 billion in net debt for 2025, shows that there is a commitment to economic stability and growth. This fiscal strategy could indirectly impact the tourism sector by making infrastructure or promotional initiatives better, which are often tied to economic recovery efforts (Reuters, 2025). Furthermore, the regulatory attention on social media neutrality shows the growing importance of digital platforms in shaping public opinion about destinations. This could either benefit or challenge hotels like Hotel Gandia Playa, depending on the online discourse (Reuters, 2025). The decentralized nature of Spain’s governance also plays a role in the tourism industry. Regional governments, such as Valencia’s, have significant authority in creating policies that impact local businesses. Things like tax incentives, sustainability initiatives or tourism marketing campaigns could all directly affect Hotel Gandia Playa’s competitive position in the region. Economy Spain’s forecasted economic growth of 2.5% in 2025 is good for industries that are reliant on discretionary spending, such as hospitality (European Commission, 2024). The tourism sector has shown impressive resilience, with international arrivals exceeding the levels before the pandemic. This recovery further shows Spain’s lasting appeal as a global travel destination, a trend that benefits cities like Gandia (The Times, 2024). However, there are economic uncertainties. While inflation is expected to decline to 2.2%, the lingering effects of higher costs may make consumers spend on non-essential travel services. Similarly, while unemployment is forecasted to drop to 11.0%, it is still relatively  41 high compared to other EU nations, which potentially limits domestic tourism growth (European Commission, 2024). Climate events, such as flooding in southeastern Spain, are stark reminders of the risks associated with environmental instability. While Gandia may not be directly affected, such events can temporarily disrupt regional tourism flows or change travelers' perceptions of certain areas (Reuters, 2025). Social Social trends offer both challenges and opportunities for Hotel Gandia Playa. Spain’s aging population and low fertility rates are changing market demands. Older travelers often seek comfortable, accessible accommodations with high-quality services, a trend that hotels can capitalize on by tailoring offerings to this demographic (European Commission, 2024). At the same time, cultural shifts emphasize the importance of sustainability. Modern travelers increasingly prioritize eco-friendly tourism options and favor businesses that adopt to green practices. Hotels that invest in energy efficiency, waste reduction or sustainable sourcing can differentiate themselves in a competitive market (European Commission, 2024). Social media plays a critical role in shaping travel decisions, with the potential to amplify both positive and negative impressions of destinations. The Spanish government’s push for platform neutrality might stabilize public discourse but also shows the need for hotels to actively manage their digital presence (Reuters, 2025). Another point is that domestic tourism in Spain is on the rise, driven by economic factors and increased regional promotions. For destinations like Gandia, this presents an opportunity to cater more actively to local visitors, whose preferences and spending patterns may differ from international travelers (The Times, 2024) Technology Nowadays, the tourism industry and therefore the Hotel industry is faced within a world where technology plays a major role in meeting guest expectations and improving  42 operations, therefore, also Hotel Gandia Playa is affected. For example, more guests are expecting technologies such as artificial intelligence, automation or smart rooms (Mews, 2024). But as Gandía is a smaller city, the expectations of the guests are rising slower than in larger cities. In Gandía, the hotel Gandía Playa benefits for instance from local investments in the infrastructure, such as smart water management systems, which demonstrate the area's focus on digital progress but will not benefit the guests significantly (WaterWorld, 2020). In Spain, the digital economy is growing rapidly, especially the fast internet and expanding 5G networks are making it easier for businesses to implement advanced technologies (Trade.gov, 2024; Digital Strategy, 2024). Therefore, tools such as online booking systems, customer management software and personalized digital marketing can be used as an opportunity and are also crucial in Spain for staying competitive in the current market (Acropolium, 2024). Another technology factor is automation, which is also restructuring the industry with tools like self-check-in stands. Moreover, Industry 4.0 technologies, such as IoT and big data analytics, provide new methods to improve processes (Acropolium, 2024). This states for Hotel Gandía Playa that they need to frequently invest in updates to stay up to date to these technologies that evolve so quickly (Mews, 2024). Therefore the government in Spain supports Hotels by providing grants for energy-efficient and smart technologies, with which the Hotel Gandía Playa can afford these updates (Trade.gov, 2024). Furthermore, the Hotel Gandía Playa needs to focus also on keeping the staff educated about new technology by training them how to use it and working with technology providers (Mews, 2024). The external factor technology can be a vast opportunity for Hotel Gandia Playa because Spain has a strong technological infrastructure. With that, the Hotel can offer a better guest experience, improved efficiency and also attract modern travelers. Environment  43 There are several environmental factors that affect Hotel Gandía Playa, some are threats and some opportunities. Firstly, there are several effects of climate change, such as unpredictable weather and rising sea levels, which are becoming an immense concern. For instance, a recent event that happened in October 2024, which was a severe storm (DANA) caused damaging floods in the Valencia region, which led to over 220 deaths and massive harm (El País, 2024). Therefore, climate change caused events like this demonstrate why it’s necessary for the hotel to have plans in place to protect guests and staff during emergencies. Secondly, in terms of environmental rules and waste management, Spain has strict environmental rules to decrease pollution and foster sustainability. However, Hotels are expected to save energy, use water knowledgeably and have appropriate waste and recycling systems (Trade.gov, 2024). For Hotel Gandía Playa, following these rules can also be an opportunity to attract guests who care about the planet. Thirdly, Spain is investing profoundly in renewable energies such as solar and wind power. By implementing these energy sources, the hotel can lower its electricity bills and express its commitment to sustainability (Digital Strategy, 2024). Finally, another opportunity can be by attracting Eco-Friendly Guests. Because More and more travelers select to stay in hotels that care about the environment. Therefore, Simple implementations such as offering biodegradable toiletries, using eco-friendly cleaning products or serving locally sourced food can make a big difference in pleasing these guests (Acropolium, 2024). Legal To prevent troubles and build a strong reputation, Hotel Gandía Playa needs to follow various laws, including national laws from Spain as well as international laws. They support fair competition, protect employees and guests and assist in environmental sustainability. For the Hotel, it is essential to keep up with these regulations to ensure smooth and successful procedures.  44 Firstly, Hotel Gandía Playa needs to follow Anti-trust laws to make sure that businesses compete fairly. These laws stop any hotel or company from taking advantage of their size or effect to illegally control the market. Therefore it is important that Hotel Gandía Playa follows these rules to make sure it’s competing fairly and isn’t harming others in the process (European Commission, 2024). Secondly, Spain has strict laws that avoid discrimination based on things such as gender, race, religion and disability. The hotel must ensure that all guests and staff are treated fairly and equally, creating an inclusive and welcoming environment for everyone (European Union, 2024). Thirdly, Intellectual property laws exist to protect creative work, such as logos, branding or unique services that the hotel might offer. Therefore, the hotel must respect these laws by making sure that its own creative work is protected and that it doesn't overstep on others' intellectual property (WIPO, 2024). Furthermore, Spanish labor laws are there to protect workers by setting rules for fair pay, work hours and benefits. Therefore, Hotel Gandía Playa has to follow these guidelines to make sure that all employees are treated fairly and have appropriate working conditions (Government of Spain, 2024). Moreover, health and safety laws are significant in the hospitality industry as well. Therefore, the hotel must meet these standards to ensure that both, guests and staff, are protected. This involves everything from fire safety to cleanliness and ensuring that the hotel is free from dangers (European Commission, 2024). Additionally, GDPR (General Data Protection Regulation) is a law that protects people's personal data. Therefore, the hotel has to ensure that any data it gathers from guests, such as names or payment details, is stored firmly and used appropriately. It is important that the guests’ privacy is respected at all times (EU GDPR, 2024). Also important to mention are the environmental laws in Spain as they require businesses to be aware of their impact on the planet. Therefore, Hotel Gandía Playa must follow these  45 laws, which incorporate waste management, saving energy and reducing emissions, to help protect the environment (European Commission, 2024). Moreover, consumer protection laws make sure that customers’ rights are protected, especially when they book services online. The hotel Gandía Playa needs to be clear about pricing, terms and refund policies, so that guests feel secure when they make reservations (European Commission, 2024). Sentiment Analysis (Reviews): The sentiment analysis makes a distinction among positive, neutral and negative emotions shared through conservations on social media (Leon, n.d.-a). We decided to do the sentiment analysis, as it shows an overview of what old guests like and dislike about Gandia Playa Hotel. With the information obtained from the sentiment analysis, it is possible for the hotel to adapt its services. For the analysis reviews from TripAdvisor and Google were used. By doing this, we have obtained 30 reviews that we have evaluated further in Excel and UciNet. First, keywords were picked out from reviews, such as ‘friendly staff’ or ‘great bedroom’. By doing this it became evident what customers’ needs and emotions were. Those keywords were then sorted into positive, neutral and negative emotions. In the end, the Excel sheet was uploaded onto UciNet. The result is as follows.  46 A lot of people were positive about Gandia Playa Hotel. The most important reason why guests were so positive about the hotel was because of the friendly staff, great breakfast, and great service. Also, the entertainment and activities for the children in the evening played a big part in the good reviews. However, there were also negative reviews, and those are interesting for Gandia Playa Hotel to elevate their services. The most important reason why guests were negative about the hotel was because of the poor food, noisy rooms, and many stairs. Because of the many stairs without ramps, people struggled with their luggage. This issue was closely connected to the elevators, which were small and slow. There were also some neutral emotions, which were neither positive nor negative, such as a small swimming pool and not enough space in the rooms. Most of them added those as a tip for the hotel, rather than a complaint or compliment. So, from the sentimental analysis it can be concluded that while guests largely appreciated the Gandia Playa Hotel for its friendly staff, great breakfast, and entertainment, there were notable areas for improvement. The negative feedback mostly centered around the quality of food, noise in the rooms, and lack of accessibility due to stairs and small elevators. Additionally, some guests offered neutral feedback. By listening to the feedback from former  47 guests, Hotel Gandia Playa can enhance its future online ratings and presence, while continuing to maintain the aspects that guests appreciate. To highlight the most mentioned keywords, a word cloud has been created.  48 4. Conclusions and recommendations The analysis of Hotel Gandia Playa shows its strengths and challenges in the competitive tourism market of Gandia. Known for being an affordable and family-friendly accommodation near Gandia Beach, the hotel appeals to budget-conscious travelers both seeking convenience and leisure. However several areas require improvement to enhance its market position and better meet guest expectations. Key weaknesses were identified through customer feedback and competitor analysis. Many guest expressed dissatisfaction with outdated facilities, noise disturbances, uncleanness, and repetitive breakfast options without any options for certain dietary preferences, such as vegetarian, vegan, or allergy-friendly needs. Furthermore, the hotel’s online presence is underwhelming, with poorly maintained website, lack of active social media engagement, and not managing review effectively. These factors hurt the hotel’s online reputation and make it harder to attract new customers, especially since more people rely on digital platforms to make their choices. Despite these challenges, opportunities arise for Hotel Gandia Playa to enhance its services and strengthen its position in the market. The increasing demand for personalized travel experiences and sustainable tourism provides a chance to introduce innovative ideas and appeal to new customer segments. Additionally, by adopting successful strategies from competitors and making use of insights from customer feedback, the hotel can address its existing weaknessess and take full advantage of emerging trends. To address these findings, several recommendations have been developed. Improving the hotel’s online presence can be a first step to improving their competitive position. A redesign of the website could greatly improve their online presence. The new design should be user-friendly with easy navigation and high-quality images that highlight the hotel’s unique features. The website should also be mobile-friendly and optimized for search engines to increase visibility. Other than that, Hotel Gandia Playa should create an active social media presence on platforms like Instagram, Facebook, and TikTok. Posting regular content, such as behind-the-scenes videos, guest experiences, and interactive stories, will help connect with potential and current guests. Paid social media campaigns and  49 collaborations with influencers can further expand the hotel’s reach to new customers. A strong review management strategy is essential. The hotel should encourage guests to leave reviews through follow-up emails and rewards like discounts. Timely and professional responses to both positive and negative reviews will show that the hotel values feedback and is committed to improving. Analyzing reviews for insights can also help the hotel better meet guest needs. Another recommendations is to improve the guest experience at the hotel, to improve this it is essential to address the key complaints raised by guests directly. A crucial first step in enhancing the guest experience is renovating and modernizing the hotel’s facilities. Areas that show signs of wear and tear should be updated, particularly the furniture, fixtures, and decore, to align with the hotel’s overall aesthetic. Public spaces such as the lobby, corridors, and leisure areas should be redesigned to create a more comfortable and visually appealing atmosphere. Additionally, integrating modern technology such as keyless room entry, smart thermostats, and high-speed internet access will improve guest convenience and satisfaction. In addition to improving the facilities, the hotel must also focus on cleanliness, as it remains an important priority for most hotel guests. To meet guest expectations, the hotel should implement a more regular cleaning schedule, particularly in high-traffic areas like bathrooms, elevators, and communal spaces. Housekeepin staff should be thoroughly trained to maintain consistent cleanliness and hygiene standards. The hotel can also implement eco-friendly cleaning practices by using non-toxic, biodegradable products, aligning with its sustainable efforts. Regular inspections of guest rooms before check-in will ensure that the rooms meet high cleanliness standards and are ready for guests. Upgrading in-room amenities is another area where improvements can be made. Guest increasingly expect high-quality amenities, so the hotel should invest in premium bed linens, comfortable pillows, and toiletries. There should also be a review of existing room amenities, such as minibars, coffee machines, and entertainment options, to identify areas for improvement. Adding useful items like USB charging stations and smart TVs with steaming capabilities will appeal to modern customers. Personalized services, such as pillow menus (different pillows with different firmness) or in-room yoga kits, will further enhance guest  50 comfort and satisfaction. Finally, to cater to the diverse needs of customers, the hotel should offer a more diverse breakfast. By providing vegetarian, vegan, and allergy-friendly options, the hotel can accommodate guests with dietary restrictions. Expanding the menu to include plant-based items, such as dairy-free milk, vegan pastries, and gluten-free bread, will show the hotel’s commitment to inclusivity and attention to guest preferences. Finally Hotel Gandia Playa can offer tailored packages that cater to current travel trends, to distinguish themselves in the competitive hospitality market. By developing packages that appeal to various niche markets, the hotel can attract a broader range of guest and provide unique, personalized stays. A package could be the Eco-friendly package, designed to meet the growing demand for sustainable travel. This package would offer guests a sustainable travel experience, featuring locally sourced organic products and eco-friendly souvenirs. It would include eco-tours, sustainability workshops, and activities like a sustainable cooking class with local ingredients. Guests could also enjoy green transportation options, such as electric bike rentals. This package would attract eco-conscious travelers, positioning Hotel Gandia Playa as a green, responsible destination. For those interested in exploring the culture and history of the region, the hotel could introduce a cultural and historical package. This package could offer guided tours of Gandia’s significant landmarks, such as Gandia Palace, the Collegiate Church of Santa Maria, and Albufera Natural Park. Guests would gain in-depth knowledge of the city’s rich history through expert guides. The hotel could also partner with local museums and cultural institutions to provide guests with exclusive access to exhibitions and performances. Additionally, cultural workshops such as cooking classes featuring traditional Valencian cuisine or flamenco dance lessons would immerse guests in the local culture, providing them with a memorable experience that goes beyond typical sightseeing. For those seeking adventure, the Adventure Package would be an ideal offering. The hotel could partner with local adventure companies to provide activities like hiking, cycling, and water sports, including kayaking, paddleboarding, and sailing along the Mediterranean coast. By offering exclusive discounts and tailored experiences, such as private tours or guided excursions, the hotel can appeal to guests looking for an active, adrenaline-filled vacation.  51 Additionally, the hotel could provide rental equipment for activities like biking and beach sports, making it easier for guests to engage in their chosen outdoor pursuits. This package would attract guests who are passionate about outdoor adventures and wish to experience the natural beauty of Gandia and its surrounding areas. Families often seek convenience and value when choosing a hotel, and the Family Package would cater to these needs. This package could include family-friendly accommodations with larger rooms or suites, complete with child-friendly amenities such as cribs, high chairs, and entertainment options for children. It could also feature access to family-oriented activities like guided excursions to local parks, beachfront games, and kids’ cooking or art workshops. Additionally, the hotel could offer discounts on family tickets to nearby attractions, such as amusement parks or local festivals. By focusing on the needs of families, this package would make Hotel Gandia Playa an attractive option for parents traveling with children. By adopting these strategies, Hotel Gandia Playa can overcome its weaknesses, take advantage of new opportunities, and become a first choice for travelers seeking quality, affordability, and unique experiences. These changes will help the hotel stay competitive in the evolving tourism market of Gandia and support its long-term growth and success.  52 Literature and References APA Citation Style Guide: Reference List: Basic Rules - Purdue OWL® - Purdue University Acropolium. (2024). Top hospitality technology trends. Retrieved from https://acropolium.com/blog/top-hospitality-technology-trends/ Digital Strategy. (2024). Broadband and 5G initiatives in Spain. Retrieved from https://digital-strategy.ec.europa.eu/en/policies/broadband-spain El País. (2024, December 30). Un estudio sitúa las inundaciones de Valencia entre las diez catástrofes climáticas más costosas de 2024 en el mundo. 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