Approaching Future Customer using Technological Advance in Hotel Industry

University essay from Lunds universitet/Institutionen för service management och tjänstevetenskap

Abstract: The purpose of the paper is to draw attention to the technological advance and its impact on marketing strategies in the hospitality industry. It examines the development of the profile of future consumers and their relationship towards technology. In order to approach the new consumer a brand touch-point wheel framework was used as a filter which enabled to analyze the communication between hotels and their guests as a process. The role of the model is to identify and explore all situations where organizations have the opportunity to influence consumer decision-making through technological innovation. Moreover it aims to evaluate effectiveness and potential of each digital channel for hospitability establishments and highlights their impact on consumer behavior. The research results show that attracting today’s consumer requires using a wide range of online media, social networks and mobile applications that work in a relationship involving all brand touch-points. Most importantly, aligning the marketing strategy properly with the corporate brand strategy through an integrated multi-channel campaign creates a sustainable competitive advantage. Each hotel may have different digital marketing strategy, however when a compelling message is sent, engaging the customer throughout the communication process, as a result, customer will identify with the brand, create an emotional connection and become loyal in a long run.

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