Social Media Strategy for Apex Hotel in the Visitor Economy

This report discusses the importance of the latest technology for the hospitality and tourism industry. It focuses on Apex Hotel, an operator of three and four-star hotels in London. The report outlines the social media strategy used by the company, including the benefits of using Twitter and Facebook for marketing and promotion. The report also includes a literature review, case study evaluation, and discussion of the benefits of social media marketing.

TLH342 Digital Technologies
in The Visitor Economy 20201
London BL9 NSTRM3

TABLE OF CONTENTS
TABLE OF CONTENTS.................................................................................................................2
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Literature review.........................................................................................................................3
Case study evaluation..................................................................................................................6
Discussion...................................................................................................................................7
New social media strategy..........................................................................................................9
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
The visitor economy is referred to as the economy which involves all the hospitality,
event and tourism industry altogether. This visitor economy is the country’s strongest performing
sector as it involves all the industry relating to hospitality and tourism. In the current digitally
modern business environment, the company need to be technologically advance such that its
business operations are effective. In the current business environment, the use of latest
technology is very important as it will make the business operations more easy and simple. Also
the use of latest technology will assist the company in analyzing and accomplishing all the
business activities in simple and effective manner. The present case is based on Apex hotel
which is an operator having three and four star hotels. The hotel was founded in the year 1996 by
Norman Springford and family. The current report will outline the social media strategy which is
being used by the company. The reason pertaining to the fact is that when the latest technology is
used then this will promote the product and services of hotel in highly competitive environment.
In the end, new social media strategy will be recommended to the company in order to improve
its working.
MAIN BODY
Literature review
In the views of ElAydi (2018) the current working environment is very advance and
highly competitive. Every business or the company need to have some distinct feature or
capability within them so that they can stand out from competition. Hence, it is essential for the
businesses to ensure that they are currently using the latest methods and technology in order to
accomplish and attain the business objectives. Thus, it is beneficial for the company that they
implement all the latest techniques and methods such that they have good base for the operations
of company. hence, as a result of this the working of hotel will increase and they will earn a good
amount of profit.
On the other side Assimakopoulos and et.al., 2017 argues that in case the hotel and other
businesses in hospitality sector does not include the use of latest technology then their operations
will reduce. This in turn will result in loss for the company and its provide and services will not
be liked by the consumers. Hence, with this it can be implied that use of marketing is very
crucial for the business in order to improve their productivity and sales. The reason underlying

this fact is that with help of marketing the company can share all the product details and this will
attract the attention of the company. This is necessary because of the reason that when the
company will be undertaking the use of the latest marketing technique then this will result in
more consumer attracted towards the company.
Moreover, Arora and et.al., (2019) supports this as the use of social media for the
promotion is very assistive to attract large number of consumers. In the modern business
environment, in case the company emphasises on the social media and digital technology for
marketing then this will provide a competitive advantage. This is majorly because of the reason
that when the use of latest techniques is done then as a result of this, working efficiency of
company increases. Thus, it can be implied that the use of social media marketing strategy is
very assistive to company in promotion of their goods and services.
Also, in addition to this Pinto and Yagnik (2017) articulates that for the maintenance of
visitor economy it is essential that proper marketing strategies are being used. The reason
pertaining to the fact is that when the latest techniques are used for marketing then this will
increase sales of company. particularly in hospitality sector it is necessary that appropriate
marketing techniques are being used. The competition within the hospitality sector is very
intense and in case the company will not be able to manage and maintain the marketing then this
will affect the working and operation. Thus, for getting success the proper use of social media
strategy is essential for Apex hotel to get successful.
As per the opinion of Vale and Fernandes, (2018) the social media strategy is very
essential for the business to implement in proper and effective manner. The most common social
media marketing strategy involves the use of various social media platforms. These platforms
involve websites like Facebook, twitter and other social media networking sites. The use of all
these social media involves company sharing their information and details of product and
services with consumer and other people interest in the product and services of the company.
Thus, the use of these website is very cost effective and at a single time the company can deal
with a large mass of consumers.
On the other side, Gruss, Kim and Abrahams, (2020) argues that the major drawback of
using the social media network and website is that there are many different people who are not
having access to the use these social media websites. Thus, it can affect the working and
marketing of the company and its operations. Moreover, by the analysis of the various secondary

sources it is clear that the use of these social media websites is assistive to the company in
attracting large number of consumers. The reason underlying this fact is that in this modern
world, there are many people who are active on these social media websites. Hence, the
advertisement on these social networking websites is very helpful to the hotel in attracting large
number of consumers. Also, in case the hotel post one advertisement of the company then at a
single time, many consumers can see the advertisement at a single time. Hence, this method of
social media marketing is very assistive in increasing the number of consumers.
Along with this, Chiu (2021) states that another social media marketing helpful to the
various companies is the use of content marketing. This is a technique which assist the company
in promoting the goods and services with help of the effective use of content. In this method the
company hires some content writers and with help of creative content the goods and services of
company are promoted with help of social media websites. This is necessary because of the
reason that when proper description of the product and services of the company is provided by
the company then it will attract attention of consumers. This is crucial for the company as it will
increase the working and marketing of the product and services of hotel and business. This
content marketing is generally used for website of the company. All the description of company
and its product and services are written creatively on the website of hotel.
Furthermore, Kaiser and et.al., (2020) supports that use of creative content is very
essential for communicating all the services and product being provided by the hotel. This will
attract the consumers in proper and effective manner as it will outline all the distinct feature of
the company in order to manage and attract new and potential consumers. Also, the terms and
condition of the hotels and other patterns of working and product and schemes will also be
highlighted on the website. Further, the various photos and videos of the hotel will also have
posted with help of these social media and this will assist the company in outlining the hotel and
its ambiance.
From the above presented information for the current utilization technique of marketing it can
be interpreted that there are different forms of pattern which are taken into consideration by
specified organization. For applying any relevant technique it becomes essential for the
organization to gather data regarding type of customer, offerings, special benefits, etc, need
to be considered for assessing that how well particular strategy is benefiting firm or not.

Case study evaluation
With the above literature review it is clear that there are many different types of strategies
and practices which can be used by the company in order to promote the product and services of
company. hence, it is very crucial for the company that they must undertake the use of these
various types of the social media marketing strategies in order to analyse and attract the
consumers. With the finding of various secondary source, it was evaluated that Apex hotel is an
innovative group of hotels involving seven city hotels based in London.
From the various finding it is clear that major social media strategy on which company is
focusing is the use of Twitter. The hotel undertook the use of Twitter in March 2009 and
thereafter used it for the promotion of the product and services. Along with this, Twitter is also
used by Apex hotel in order to take the feedback from the consumers. This is necessary because
when the consumers share their feedback on the social media website then this can be used for
the improvement and development. Also, Twitter is also used by Apex hotel for the sharing of
reviews of consumers and other critics. These critics and reviews of experienced consumer will
definitely attract other consumers as well to go and experience the services of Apex hotel.
Further from the finding it was also evaluated that the use of Twitter is also assistive to
Apex hotel for creating different accounts for different purpose. This is necessary for the
company as it will make it easier to respond to the problem of consumers and other related
issues. For instance, the hotel has created the page of ‘@apexhotel’ which deals with the main
Twitter account covering all the aspect relating to hotel. This involves sharing of each and every
information, post relating to the hotel and its operations. Further, along with this another Twitter
account is also opened named ‘@apexcareers”. This account of hotel is being handled by HR
team in order to deal with all the advertisement being posted for recruitment and their response.
Moreover, Apex hotel is also experimenting more with Twitter and because of this they created
an account named ‘@apexsales’. This is generally being created for the sales team of company in
order to communicate and coordinate with the consumer to increase sales of company.
Along with this, from the various finding it was also evaluated that Apex hotel also
undertakes the use of Facebook as well. with Facebook as well, Apex hotel is marketing its
product and services since 2009. In the similar manner with Twitter, Facebook is also used to
market the product and services of Apex hotel. This is necessary because of the reason that in the
current advance world, many of the people are on Facebook and with help of this, Apex hotel

can also promote its product and services. Hence, it is necessary for the company to use
Facebook for the promotion of the goods and services. Moreover, this Facebook is also assistive
to the company in getting the reviews of the company from the consumers. In addition to this it
can also be used by Apex hotel in order to compare the operations with other competitors as
well.
Discussion
There are several benefits that can be attained by organization through implementing
such kinds of marketing practices in turn greater ability to sustain in competitive market. From
the evaluation it can be interpreted that Apex Hotel is one of the small organization that pay
attention on developing competitiveness through adopting few most trending marketing
strategy. On the basis of adopted strategy for promotion and marketing, it can be interpreted
that there are distinct benefits which can be derived by Apex Hotel by emerging on Facebook
and twitter. It includes reaching wide audience so that alignment with both B2B an B2C. in
addition to this, there is larger emphasis on getting full funnel targeting with multiple form of
engagement can be done effectively by applying this kind of strategy in marketing practices.
There are few other kinds of benefits as well that contribute in attaining significant factors like
competitors & psychological targeting so that transparency among audience can be maintained.
There are variety of ad format available in Facebook which helps in maintaining and driving
directly to the company’s site.
This can be validate by referring to the opinion of Mattke and et.al., (2020) it can be
interpreted that there are significant form of method that can be used by organization.
Digitization has emerged in order to pace up the marketing and operational practices in business
in order to allow firm to meet distinct kinds of benefits. Achieving organizational objectives in
effective is desired by firm, for this purpose business require to pay attention on developing and
using such channels that is highly effective. It is essential in the present time to be so effective
in respect to communicate with customer so that significant data can be shared and received.
This as well help in getting the information regarding customers experience, suggestion, etc. so
that positive impact on client can be implemented. On the basis of this, it can be discussed that
Apex Hotel can receive such kinds of advantages through applying Facebook tactic in its
marketing practices.

There are various other pros that can be attained by executing advertising offers in
twitter as it helps in gaining significant ability to explore different segment that are interested in
offerings. These offerings of Apex hotel can become trend by adopting the hashtag pattern of
advertising. In twitter form of advertising there are number of course of action like Hashtag
which contribute in meeting business objectives like higher market share, sharing relevant &
reliable information, getting knowledge regarding competitors activities &new actions, etc. To
become successful in current competitive scenario it is important for organization to largely
focus on developing innovative tag lines and course of actions in order to get effective
functioning. There is are different kinds of advantages which can be received by business by
building effective marketing approach by including twitter includes gaining valuable
customer insights, building brand personality& awareness, delivering support & ability to
gather feedback, spreading brand awareness and cultivating brand community. To achieve
valuable information and cultivating brand community, twitter platform used by apex hotel is
essential in turn higher capabilities to accomplishing business objectives can become possible.
The main reason behind this can be articulated that distinct form of features are available on
twitter which comprises scheduling tweets, switching profiles, creating moment, listing of
accounts, displaying meta data, etc .
This can be justified by paying attention on views of Park and et.al. 2021. that there are
number of features required by enterprise for accomplishing company’s vision & mission. In
order to drive capabilities and skills business need to highlight few courses of action firm
require to give attention on overcoming irrelevant obligations created by competitors. There
are various kinds of obligations which are incorrectly blamed on business and misinterpreted
by clients that can adversely influence organizational image in sector. With help if twitter it
become possible to largely concentrate on specifying corrective statement through clearing its
opinion and views on rumors. From the evaluation it can be articulated by considering the
discussion that Apex current strategy of communicating with people is efficient manner that can
help in achieving organizational objectives like higher profitability, constant connection with
customer, etc.
There are various types of other approaches that can be used by organization for this
purpose. It is paying attention on marketing mix factor like, price, place, promotion, product,
etc in turn strategic decision can be made by applying social media strategy. For targeting

audience, emerging on Instagram, business based platform, etc can be used to enlarge its reach
to attract potential customers from the evaluation it can be interpreted that in order to take
strategic decision in effective manner it is important to highlight all crucial components.
New social media strategy
Social media strategy is playing important role in modern business environment and
proving distinct form of favorable components in respect to gain competitiveness (Sung,and
et.al. 2020.). It becomes essential for organization to identify suitable form of strategy so that
effective processing can be ensured. To reach desirable position in industry it becomes crucial
for the organization to highlight what suitable approach can be executed to get ability to
eliminate irrelevant aspects in order to get higher outcomes.
In the current environment there is larger requirement of analyzing the available option
of marketing so that higher ability to attract customer become possible. Awareness regarding
rights & benefits has inclined which is forcing organizations to be effective while advertising
and promoting its offerings. Considering such factors can aid Apex Hotel to formulate strategic
decision so that achieving competitiveness may become possible. Emergence of digitization has
inclined which enables firm to be prompt and effective so that greater sustainability can be
attained (What are the 7 Types of Digital Marketing? 2020). There are several strategies that can
be adopt by Apex Hotel to increase effectiveness & ability to coordinate with changing
circumstances. These are as follows which can contribute in having success through developing
competitive advantages for organization.
It is recommended to Apex Hotel to pay attention on executing strategy like SEO
which is one of the best tactic in current competitive business environment. Search engine
optimization widely used by companies irrespective of their scale of operation. This particular
technique of digital marketing provide assistance in getting top ranking as compared to other
similar organization. It helps in improving quality and quantity of website traffic by paying
attention on getting all aspects that can aid in ranking first. Apex Hotel will become able to
come on first in list of search engine through adopting this particular technique. The main
reason behind applying this is to get benefits like impressive ROI, improved credibility & trust,
24/7 promotion, targeting entire marketing funnel, enhancing experience of visitor, etc. This is
one of the best strategy that can be used as long term strategy by concentrating on building key
to search visibility (Herhausen and et.al., 2020). In addition to this, these benefits can assist

Apex Hotel to proper drive higher conversion rate. It can contribute in improving
comprehensive business process in turn higher stable marketing practices conducting becomes
possible for achieving organizational objectives.
Email marketing is one of the most effective strategy of digital marketing that help
user to be share information regarding products & services. With help of email strategy of
marketing Apex Hotel can provide information related to discounts, offers, special facilities, etc
so that business can effectively promote its services in effective manner. Apex Hotel can get the
capability to create sense of urgency, personalize email, allowing recipients set their
preferences, etc are some of crucial factors that can contribute in attaining convenience &
easiness in connecting with clients. For providing personal touch and effectiveness in
contacting with clients with describing their personal information for getting their attention.
There are various kinds of benefits that can be derived by implementing this particular technique
in business processing. It involves creating personalized contents, collecting feedback,
improving sales, communicating with audience, generating traffic to site, increasing lead,
producing cost effective campaign, etc. Email marketing is one of the strategy that is highly
effective in present world that permit companies decline cost to incline profitability. It as well
possible to cover larger audience at single time. Building relationship with customer as well
becomes possible that contribute in increasing sales revenue through paying attention on
inclining conversion rate.
Pay Per click (PPC) is one of the most trending strategy that can be allow user to derive
significant components in turn higher comparability and ability to overcome challenges. Apex
Hotel as being small organization require to concentrate on overcoming challenges like higher
competition, inappropriate price fixation, entry of rivals, availability of substitute, etc. These
are few barriers that hinder organizational growth & development of Apex Hotel which require
company to implement course of action in order to modify prevailing situation so that
differentiation of offered services can be identified. Pay Per click allow firm to focus on way of
enhancing search traffic to business online (Saura, Palos-Sanchez and Correia, 2019.). It is
concerned with paying for those only who have clicked on website for getting knowledge. It
is suggested to Apex Hotel to concentrate on this technique of marketing as one of the cost
driven strategy. The main reason behind applying this strategy is to build diverse way of
promoting business activities as Apex Hotel currently using Facebook, Twitter, etc for

communicating with customer. It is essential for the organization to incur for those only who are
actually interested in having information.
Mobile marketing in the current environment is one of the most significant practices in turn
greater capacity to connect with clients can be done through offering them certain major
benefits can be provided. It aims to reach targeted audience on their smartphones, tablets, etc.
SMS marketing, social media, location based , proximity, in app marketing, etc. Mobile
marketing has became one of the crucial mean to communicate significant aspects through
delivering required level of information in effective manner. In addition to this, there is need to
specify crucial tools and techniques like social media, location based marketing, etc. In turn
greater positive impact on business can be derived. To overcome competition prevailing in
hospitality industry it becomes essential for Apex Hotel to drive data through directly
communicating with clients. People preference for using smart phones has increased in turn
better opportunity to connect 24/7 hour can be exerted. There is need to highlight its benefits
that contribute in attaining organizational objectives. Apex hotel can receive advantages like
instant results, affordability, building customer relationship, reaching target audience, easy to
track response., etc. On the basis of this, it can be interpreted that using this particular
technique can help in eliminating irrelevant aspects like navigation issues, bad experience, etc.
It will permit Apex hotel to get positively impacted in terms of both monetary and non
financial.
Affiliate Marketing is an digital marketing tool that can be used by large companies for
accomplishing their objectives, It is one of the practice that is associated with paying
influencer or blogger to advertise company’s products and services. The reason behind
utilization this technique is to get better ability to advertise product & services so that
generating sales in effective manner can become possible (Mogaji, Soetan and Kieu, 2020). Firm
typically pay affiliates per sale so that cost can be reduced to meet goals of business. The
internet & advanced technologies has improved the means & effectiveness through which such
practices can be easily implemented. There are few methods which can be used by Apex Hotel
is to execute affiliate marketing that includes unattached, related and involved. In addition to
this, benefits like low cost advertising & innovative marketing efforts for deriving additional
income & incentives. It can be possible to access to a broader market, better accounting of

qualified leads, low cost advertising , etc can be achieved thorough applying this particular
method of digital marketing.
It is suggested to Apex Hotel to give emphasis on such marketing strategy that can be
helpful in getting accurate & fair market characteristics of current practices in turn suitable
course of action can be executed. Marketing analytics provides different kinds of advantages as
it is highly tractable and measurable . In the present external environment customer trend is
continuously changing that can be properly understand by deriving data so that strategic
decision can be made. There is need to consider facts and figures in decision making so that
tracking user behaviour at high detailed extent can be exerted (El Junusi, 2020). It contribute in
developing understanding regarding consumer trend and preferences so that major profitability
through increasing sales can become possible. Market analytic can aid measuring success of
business. Identifying needs and requirements of targeted audience of Apex Hotel so that
offering customized services can become possible. It boosts in getting sales volume and as
well diversify targeted audience. Improving reputation, learning market place, etc can be dine
effectively by applying this marketing strategy.
On the basis of above suggested strategy it can be identified that these are few
marketing strategies that can business to develop competitiveness in industry. In addition to this,
combination of this strategy can help Apex Hotel to attract larger number of customer.
Mixture of variety of social media marketing strategy can play significant role in influencing &
boost marketing practices in positive manner. This can be articulated that Apex hotel will
become possible to make highers sales in turn greater sustainability and strong financial health
can be maintained. It is important for the company to maintain different kinds of benefits so
that higher profitability & financial stability can be maintained.
CONCLUSION
From the above report it can be concluded that marketing strategy play important role in
influencing business actions through increasing awareness about products & services among
targeted audience. Current report has given emphasis on social media marketing that is one of
the significant pattern of sharing information with customer. It can be conducted by adopting
different types of methods for inclining profitability & sustainability. Current case study has

given focus on providing literature review regarding social media marketing as it gives ability
to achieve distinct benefits as compared to traditional marketing activities present report has
highlighted discussion regarding the same subject matter so that better performance with help
of gaining deeper knowledge can become possible. There are few recommendations as well
provided in order to explore different marketing strategy like marketing analytic, email
marketing, search engine optimization, pay per click, etc. These all suggested strategy can aid
specified organization to accomplish business objective in effective manner can become
possible.

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Online
What are the 7 Types of Digital Marketing? 2020. [Online]. Available through:
<https://www.snhu.edu/about-us/newsroom/business/types-of-digital-marketing>.