Major hotel business trends in digital market
Economic Annals-ХХI: Volume 153, Issue 7-8(2), Pages: 36-39
Citation information:
Zubarieva, M. (2015). Major hotel business trends in digital market. Economic Annals-XXI, 7-8(2), 36-39. https://ea21journal.world/index.php/ea-v153-09/
Maria Zubarieva
PhD (Social Communications),
Senior Lecturer,
National University of Ostroh Academy
2 Seminarska Str., Ostroh, 35800, Ukraine
maxazub@mail.ru
Major hotel business trends in digital market
Abstract. The article deals with the basic concepts of digital market and digital marketing instruments, their relationship and the role in popularization of hotels. The characteristic of the main trends in hotel business in digital market as whole as well as individual examples are given here. We have studied the features of Youtube, Twitter, Facebook, Instagram, Pinterest usage by hotels clients. The main advantage of advertising in social networks is that it becomes possible to work with specific groups of users, taking into account their interests, age and sex, residence and social status. Hotel facilities promotion online includes media advertising, contextual advertising, search engine marketing and SEO in general, as well as promotion through social networks, such as SMO and SMM, direct marketing, Internet branding, etc.
We consider the hotel digital marketing to be a set of countervailing components among which are an online audience with its behavioral component, a possible involvement of all segments of the audience, a staff’s immersion while communicating with the guest in a digital format; an interaction with the guests after the check-out. The main attention in the article is focused on the successful practices in digital marketing analysis of the top 10 hotel brands of digital-market: 1. W Hotels; 2. Westin Hotels & Resorts; 3. Sheraton Hotels & Resorts; 4. St. Regis; 5. Le Meridien; 6. HYATT; 7. InterContinental; 8. Marriott; 9. The Luxury Collection; 10. Four Seasons. It is concluded that the main trend in hotel digital marketing is spontaneous booking encouraging through mobile gadgets.
Keywords: Hotel Business; Hotel Trend; Online Space; Digital Marketing; Mobile Service; Customer Support; Rating; Ranking; Youtube; Twitter; Facebook; Instagram; Pinterest
JEL Classіfіcatіon: L82; L83; M39
References
- Skybinskyi, S. (2000). Hotel services marketing. Lviv: Lviv Academy of Commerce (in Ukr.).
- Kariahin, Y. (2009). Tour products marketing. Kyiv: Kondor (in Ukr.).
- Rohlev, H. (2005). Basics of Hotel Management. Kyiv: Kondor (in Ukr.).
- Ikraine (2011). Digital Marketing as it is.
Retrieved from http://ikraine.net/2011/11/digital-marketing-chto-eto-takoe-i-s-chem-ego-edyat/#.VRaRIfysWGM (in Russ.) - UDAC (2014). Forecasts of digital-market of Ukraine and the world for the period of 2014-2018.
Retrieved from http://www.udac.org.ua/news/Digital_market_prognosis_2014_2018 (in Russ.) - Horeca (2015). In 2015 the digital market suggests quite predictable, but no less important trends in hotel marketing.
Retrieved from http://www.horeca-magazine.ru/article/1695/ (in Russ.) - Digitalwill (2014). Trends in hotels marketing in the Internet for the year 2015.
Retrieved from http://www.digitalwill.ru/blog/trandes2015 (in Russ.) - Tutlib (2015). Reservation of hotels and their promotion finally go online.
Retrieved from http://tourlib.net/statti_tourism/skorbenko6.htm (in Russ.) - Prohotelia (2015). TOP-10 hotel brands in digital-marketing.
Retrieved from http://prohotelia.com.ua/2015/02/hotel-digital-iq-index/ (in Russ.) - Prohotelia (2015). Booking.com has launched an application Booking Now for the reservation in the last minute.
Retrieved from http://prohotelia.com.ua/2015/01/booking-now-app/ (in Russ.) - Prohotelia (2014). 10 ways to present a hotel online.
Retrieved from http://prohotelia.com.ua/2014/09/10-online-marketing-tips/ (in Russ.) - Business Pinterest (2015). The Four Seasons: a history of success.
Retrieved from https://business.pinterest.com/ru/success-stories/four-seasons (in Russ.)
Received 6.09.2015