Development and Implementation of an Integrated Digital Strategy for Travel Consultancy

Development and Implementation of an Integrated Digital Strategy for Travel Consultancy

Master’s project focused on designing an integrated digital strategy for the travel consultancies CGTravel and ICETravel.

Academic project developed within the Master’s in Management, specialization in Marketing, focused on the design, future implementation, and evaluation of an integrated digital strategy for the travel consultancies CGTravel and ICETravel. The work includes diagnosis of their current digital presence, definition of strategic requirements, planning of a joint institutional website, social media structuring, lead generation mechanisms, collection and analysis of digital metrics, as well as the practical and supervised integration of Artificial Intelligence tools to support content creation, SEO, and data interpretation. The methodological framework is based on Action Research and the AIM-R model, with emphasis on digital transformation, online visibility, consumer trust, and competitiveness in the tourism sector.