Preface
In front of you, you find the research and advice report for Hotel X. This report describes the
most successful e-marketing strategy for the hotel and the way in which this strategy needs to
be implemented. The objective of this report is to increase the occupancy level during the off
season. This report is written in the context of the final project for my studies Tourism
Management at the Hospitality Business School in Deventer, Saxion University of Applied
Sciences, The Netherlands.
This report is written in commission of Mr X, manager of Hotel X. I have experienced this final
project as educational and challenging. The research part was the most difficult part for me
and the most time-consuming part, both the creation of an entire action plan and carrying out
the field studies.
During one field study I had the possibility to visit three best-practice hotels in the field of
emarketing. I gained a lot of information and I learned a lot as well. For this reason I would like
to thank Mrs. X (Hotel X), Mr. X (Hotel X) and Mr. X (X Hotel). Furthermore, I have carried out
an interview with an expert in the field of e-marketing who works in CITY. Because of
circumstances, I needed to do this interview by Skype. However, I gained a lot of useful data
and for this reason I would like to thank Mr. X (X Solutions).
I would also like to thank Hotel X in general, because thanks to the receptionists, I had the
possibility to carry out my questionnaires in front of the reception. Furthermore, I would like
to thank my client, Mr. X, for his cooperation during this period. I also would like to thank my
research teacher, Mrs. X, for the useful consults. Beside this, I would like to thank my thesis
supervisor and examiner, Mrs. X, a lot for the useful feedback, critical comments and
cooperation during my thesis period.
Inhoud
Management summary .......................................................................................................................................... 5
1. Introduction ........................................................................................................................................................ 7
1.1 The client ...................................................................................................................................................... 7
1.2 Advice objective and advice questions ........................................................................................................ 8
1.3 Research objective and research questions ................................................................................................. 9
1.4 Reading guide ............................................................................................................................................. 10
2. Theoretical framework ..................................................................................................................................... 11
2.1 Search engines and criteria ........................................................................................................................ 11
2.2 Definition of e-marketing ........................................................................................................................... 11
2.3 Definition of SEO ........................................................................................................................................ 14
2.4 Definition of review management ............................................................................................................. 14
2.5 Definition of social media........................................................................................................................... 15
2.6 Relationship among the core concepts ...................................................................................................... 15
2.7 Optimalization ............................................................................................................................................ 16
3. Methodology desk research ............................................................................................................................. 17
3.1 Objective and questions of desk research ................................................................................................. 17
3.2 Research methods ...................................................................................................................................... 17
4. Methodology field research ............................................................................................................................. 18
4.1 Objective and questions of field research .................................................................................................. 18
4.2 Research methods ...................................................................................................................................... 18
5. Hotel industry in CITY ....................................................................................................................................... 21
5.1 Tourism in CITY in general .......................................................................................................................... 21
5.2 Tourists and hotels ..................................................................................................................................... 21
5.3 Sightseeing in CITY ..................................................................................................................................... 21
5.4 Carrying capacity and objectives ................................................................................................................ 22
6. Trends & developments of e-marketing ........................................................................................................... 23
6.1 Trends & developments of e-marketing .................................................................................................... 23
7. Internet behavior of the current guests of Hotel X .......................................................................................... 26
7.1 Characteristics of the current guests of Hotel X ........................................................................................ 26
7.2 Travel research/planning with regards to search engines ......................................................................... 26
7.3 Decision verification with regards to review websites............................................................................... 27
7.4 Decision verification with regards to social media..................................................................................... 28
7.5 Booking of the hotel stay ........................................................................................................................... 28
8. Research results of the interviews ................................................................................................................... 29
8.1 E-marketing in general according to the three hotels ............................................................................... 29
8.2 SEO according to the three hotels.............................................................................................................. 30
8.3 Review management according to the three hotels .................................................................................. 30
8.4 Social media according to the three hotels ................................................................................................ 31
8.5 E-marketing according to the expert ......................................................................................................... 31
8.6 SEO according to the expert ....................................................................................................................... 32
8.7 Review management according to the expert ........................................................................................... 32
8.8 Social media according to the expert ......................................................................................................... 33
9. Research conclusion ......................................................................................................................................... 34
9.1 The hotel industry in CITY .......................................................................................................................... 34
9.2 Trends & developments ............................................................................................................................. 34
9.3 Conclusion e-marketing ............................................................................................................................. 35
9.4 Conclusion SEO ........................................................................................................................................... 35
9.5 Conclusion review management ................................................................................................................ 35
9.6 Conclusion social media ............................................................................................................................. 36
10. Discussion of the research .............................................................................................................................. 37
10.1 Objective of the research ......................................................................................................................... 37
10.2 Construct validity ..................................................................................................................................... 37
10.3 Reliability of the research ........................................................................................................................ 37
11. Recommendations .......................................................................................................................................... 39
11.1 Advice objective and advice questions .................................................................................................... 39
11.2 Target group for Hotel X........................................................................................................................... 39
11.3 Options SEO .............................................................................................................................................. 39
11.4 Options review management ................................................................................................................... 40
11.5 Options social media ................................................................................................................................ 42
11.6 Criteria of Hotel X ..................................................................................................................................... 44
11.7 Final recommendations............................................................................................................................ 45
12. The e-marketing strategy for Hotel X ............................................................................................................. 46
12.1 Main objective of the e-marketing strategy............................................................................................. 46
12.2 Implementation of SEO ............................................................................................................................ 46
12.3 Implementation of review management ................................................................................................. 49
12.4 Implementation of social media .............................................................................................................. 51
12.5 The e-marketing strategy ......................................................................................................................... 53
13. Financial implication ....................................................................................................................................... 54
13.1 Expected costs .......................................................................................................................................... 54
13.2 Expected income ...................................................................................................................................... 55
13.3 Feasibility ................................................................................................................................................. 56
12. Afterword ....................................................................................................................................................... 57
12.1 Reflection of day-to-day practice ............................................................................................................. 57
12.2 Reflection on the value for the industry .................................................................................................. 58
Bibliography .......................................................................................................................................................... 59
Appendices ........................................................................................................................................................... 63
Management summary
This thesis project is written for Hotel X, which is located in CITY. Mr. X is the client and also
the manager of the hotel, for whom this thesis is written. The advice objective is “To
contribute to the increase of the occupancy level during the off season for Hotel X by
presenting an e-marketing plan about the most successful e-marketing strategy and the
implementation of this strategy.” The related advice question which is answered in the
advisory part is
“How can Hotel X implement an e-marketing strategy so that the occupancy level rises
during the off season from November till March?”
First desk- and field studies need to be carried out. The main research questions are defined as
follows:
Desk research:
- What does the hotel industry in CITY look like?
- What are trends & developments with regard to hotel e-marketing?
Field research:
- What is the internet behavior of the current guests of Hotel X with regard to a hotel
bookings?
- In which way is Hotel X able to distinguish itself from the competitors with regard to search
engine optimalisation (SEO), review management and social media?
- What are success factors in the field of e-marketing according to an expert?
These questions were set up by means of the theoretical framework. E-marketing was divided
into the three most important forms, respectively SEO, review management and social media.
In the theoretical framework these forms were disentangled and defined. The theoretical
framework ends with the relationship and optimalization of the three mentioned forms.
Afterwards, the desk research was carried out. In this research the two questions were
answered by means of reports, articles and other sources. Both the tourism industry in CITY
and the trends & developments with regard to e-marketing are represented in this chapter.
The next step was to carry out the field studies. First of all, the questionnaire and the interview
guides were set up, which was done by means of the optimalization. Then the interviews were
carried out with the X Hotel, Hotel X and the X Hotel. During these interviews, knowledge was
obtained about the way in which these hotels use e-marketing. All three hotels mentioned
SEO, review management and social media as the most important forms. The fourth interview
consisted of questions about e-marketing and the corresponding forms. This interview was
carried out by an expert and this expert gave a lot of useful information, which was seen as an
extra, but resulted in strong evidence.
The next step was to make analyses. The questionnaires were inserted in the program which is
called SPSS and the interviews were analyzed by means of coding. After, a conclusion was
made of the analyses and this conclusion led to recommendations, which were the starting
point of the advice.
The final recommendations for the implementation plan are defined as follows:
Search engine optimization policy
•
Focus on the hotel website (design, attainability, content and
multimedia)
•
Create content which is snackable, shareable and sharp
•
Focus mainly on Google, including paid advertisements
(Google Add words), Google Analytics and Book on Google
Review management policy
Ask guests to leave a review by means of incentives and send
an email with further instructions afterwards
•
Focus mainly on Tripadvisor
•
Respond to every single review
•
Respond only in English
Social media policy
Focus on Facebook, Twitter and Instagram
Post about discounts/promotions (non-paid advertisements),
about background information and/or activities in the city
•
Promote tourist attractions
•
Promote local activities and
events Post every two days
As shown, Hotel X should focus on SEO, review management and social media. The advice is
for the hotel to adopt a gradual approach of these e-marketing forms. In the implementation
plan the most important corresponding tasks are discussed, which lead to the implementation
of a successful e-marketing strategy.
In the last chapter the financial implication is represented. The most important costs concern
an e-marketing manager, an outsourced website company and Google Add words.
Once Hotel X has implemented this e-marketing strategy well, the hotel should be able to
generate a higher occupancy level during the off season, respectively 70% each month, from
November till March.
Document Outline
1. Introduction
1.1 The client
1.2 Advice objective and advice questions
1.3 Research objective and research questions
1.4 Reading guide
2. Theoretical framework
2.1 Search engines and criteria
2.2 Definition of e-marketing
2.3 Definition of SEO
2.4 Definition of review management
2.5 Definition of social media
2.6 Relationship among the core concepts
2.7 Optimalization
3. Methodology desk research
3.1 Objective and questions of desk research
3.2 Research methods
4. Methodology field research
4.1 Objective and questions of field research
4.2 Research methods
5. Hotel industry in CITY
5.1 Tourism in CITY in general
5.2 Tourists and hotels
5.3 Sightseeing in CITY
5.4 Carrying capacity and objectives
6. Trends & developments of e-marketing
6.1 Trends & developments of e-marketing
7. Internet behavior of the current guests of Hotel X
7.1 Characteristics of the current guests of Hotel X
7.2 Travel research/planning with regards to search engines
7.3 Decision verification with regards to review websites
7.4 Decision verification with regards to social media
7.5 Booking of the hotel stay
8. Research results of the interviews
8.1 E-marketing in general according to the three hotels
8.2 SEO according to the three hotels
8.3 Review management according to the three hotels
8.4 Social media according to the three hotels
8.5 E-marketing according to the expert
8.6 SEO according to the expert
8.7 Review management according to the expert
8.8 Social media according to the expert
9. Research conclusion
9.1 The hotel industry in CITY
9.2 Trends & developments
9.3 Conclusion e-marketing
9.4 Conclusion SEO
9.5 Conclusion review management
9.6 Conclusion social media
10. Discussion of the research
10.1 Objective of the research
10.2 Construct validity
10.3 Reliability of the research
11. Recommendations
11.1 Advice objective and advice questions
11.2 Target group for Hotel X
11.3 Options SEO
11.4 Options review management
11.5 Options social media
11.6 Criteria of Hotel X
11.7 Final recommendations
12. The e-marketing strategy for Hotel X
12.1 Main objective of the e-marketing strategy
12.2 Implementation of SEO
12.3 Implementation of review management
12.4 Implementation of social media
12.5 The e-marketing strategy
13. Financial implication
13.1 Expected costs
13.2 Expected income
13.3 Feasibility
12. Afterword
12.1 Reflection of day-to-day practice
12.2 Reflection on the value for the industry
Bibliography
Appendices
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