DIGITAL MARKETING IN HOSPITALITY INDUSTRY
CONTENTS
01 INTRODUCTION
02 BACKGROUND
03 OBJECTIVES
04 CONCLUSION
INTRODUCTION
Abstract
✓Social media is an umbrella term that defines online technology and practices
used to share opinion, insights, experience and perspectives.
✓Social media are low cost marketing tools that help in facilitating the building
of networks, instant dissemination of information and thus encouraging trust
and confidence of public.
✓Different kinds of social media --
✓The advent of new technology such as the social media has become one of
the important business imperative.
✓It has altered marketing strategies of growing hotel industry. Its interactivity
and accessibility qualify it as one of the most cost effective marketing tools
today.
✓With growing competition and demand hoteliers need to rethink their strategy
at each level of business model and also need to align its strategies with
customer requirement.
✓This research seeks to explore use of social media in customer’s perspective
in context to usage and advantages of social media.
BACKGROUND
✓Globally, the number of mobile device subscriptions has seen exponential
growth over the
✓ By 2020, it is estimated that there will be 5.7 billion mobile subscribers,
representing a mobile phone penetration rate of 73%.
✓ The growth in mobile device usage has transformed the hospitality industry.
Bookings are increasingly occurring through mobile devices.
✓ Consumer engagement has begun to shift towards mobile platforms, and
rightfully so; the vast reach and worldwide interconnectivity of mobile devices
make them a suitable platform.
✓Social media can bring the hospitality industry at one’s fingertips by
networking with other industry leaders and showcasing potential customers
their mission and greatest assets in a visual medium.
✓These statistics show its time we use the power of wide reach of social media
to share, connect, comment and engage this world of virtuality to improve
hospitality.
OBJECTIVES
Objectives are:
1. Identify areas and functions these business hotels use social media for.
2. To explore the benefits of social media to business hotels
3. Investigate consumer’s perspective regarding the advantages of social media
4. Understand how consumers perceive these new vehicles of communication
STRATEGIES
1. New Opportunities from the Rise of Consumer Sharing
2. Influencer Marketing
3. Digital Payment Platforms: A New Opportunity
1. New Opportunities from the Rise of Consumer Sharing
∆ As part of sharing their own content and experiences through pictures and
videos, users are also spreading digital word-of-mouth about a brand, a product,
or an experience to their personal networks, which can reach a substantial
audience.
✓Hotels can capitalize on this trend by motivating consumers to use branded
hashtags or specific hashtags that are relevant to a current promotion or event.
2. Influencer Marketing
✓Although this method of marketing has been used for decades, the rise of
social media platforms that allow for user-generated content has empowered
more people from all walks of life to become influencers.
✓Additionally, social media platforms have an added a layer of measurability to
influencer marketing that go beyond mere conversions/sales, such as cost per
thousand impressions (CPM), inbound links, and lead growth (number of
followers, social mentions, etc.
3. Digital Payment Platforms: A New Opportunity
✓Social media channels are beneficial to hotel companies because they offer an
opportunity to create personalized interactions with consumers, which can be
leveraged to yield more direct online booking.
✓The integration of a mobile digital wallet into the social media and messaging
application has allows users to send money to each other and/or make purchases
entirely through the stay
✓Through the account feed of a vendor, users can pay for not only restaurants
and retail purchases but also such things as utility bills and public services, all
through their mobile wallet.
✓ Through this, vendors are able to offer discounts or reward loyalty points,
thereby further incentivizing the use of the channel.
DISCUSSION
• Social media is fast moving, what may be very interesting today can get
redundant the very next day. One challenge public health agencies can face
once they get started is getting attention of a vast audience.
•Social media content can have very short memory in peoples mind as new and
interesting opportunities keep coming up. So in order to make lasting
impression, organizations should carefully choose from myriad social media
options coming up every day.
• Hence, appropriate usage of social media for marketing include -sensible
advertisement according to the trend of the society!
•Upgrading to the latest technologies with comfort is the criteria in giving the
best Hospitality!
CONCLUSION
Technology is here to stay and social media has sprung up as a game changer.
The digitization of human interactions and intimacy has brought the world
closer at the click of a button. In this fast paced world, social media is a
communication boon for the public with no doubt Social media marketing has
been considered an important media tool nowadays by various companies. It’s
not only easy to use but can be used to reach wider spectrum of customers. Its
cost saving and can surely help in brand building. Companies should invest and
explore this medium of marketing as in long run it will definitely take over
other marketing mediums.
