Objective:

Determine marketing communication actions for the positioning of Cuban hotels on digital platforms.

Materials and methods:

Theoretical, empirical and statistical; in addition, tools such as: competitive benchmarking, Kendall's coefficient of agreement, the Chi square goodness test and Cronbach's Alpha reliability coefficient.

Results:

To determine the actions, a procedure was designed based on the theory of communication as an element of marketing that has five stages with their tools; which made it possible to determine four actions for Porter's competitive forces, twenty-five for digital platforms, two for differentiating attributes and one for the definition of the target audience, in that order of priority.

Conclusions:

Methodological limitations were identified in terms of the order of carrying out the stages, their adaptation to the context of Cuban hotels, as well as in relation to the control of the actions, meanwhile a high percentage of coincidences was found between the stages that were taken as references; the procedure, through five stages equipped with tools and indications, establishes a logical order to follow, facilitating the determination of marketing communication actions for the positioning of Cuban hotel facilities on digital platforms; the practical validity of the procedure was confirmed with its implementation in a hotel in a Cuban city, which led to the proposal of 32 marketing communication actions duly structured and ordered for the positioning of the hotel on digital platforms.