BA (Hons) in Tourism and Hospitality Management

ICON COLLEGE OF TECHNOLOGY AND MANAGEMENT
Tourism and Hospitality Management
BA (Hons) in Tourism and Hospitality Management
Topic: Devising a Digital Marketing Strategy
Submitted by:
Student Name: Tudor Elvira
ID No:
Session:

Table of Contents
Introduction...................................................................................................................... 2
Academic research that relates digital marketing to the travel and hospitality sectors. 3
Marketing functions of the Husk Restaurants and Hays Travel....................................4
4p analysis of the Husk restaurant and Hays Travel.....................................................6
The Husk restaurant's and Hay Travels' digital marketing methods.............................7
The Husk Restaurant's use of digital marketing............................................................7
Digital marketing techniques used by Hays Travel.......................................................8
The efficiency of digital marketing tactics and techniques used by the Husk
Restaurant and Hays Travel.........................................................................................9
Recommendations to develop a successful digital marketing strategy for Husk
Restaurant and Hays travel........................................................................................ 10
Conclusion......................................................................................................................11
Reference list................................................................................................................. 12
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Introduction
Our daily lives are largely reliant on globalisation and digitalization in the information
technology-driven society of today. Due to the digitalization of our present environment,
every part of our lives—from waking up in the morning to going to bed late at night—has
undergone a transformation. The effect of digital technology has also affected the
marketing industry in other aspects. Currently, it has transformed the industry into
Digital Marketing, which is now an essential component of every small and medium-
sized business. Digital marketing is a method of employing text messages and other
forms of multi-media messaging as marketing channels of digital communication in
addition to email, social media, and web-based advertising to engage with prospective
consumers and sell goods and services online. And by doing this, it makes sure that
clients are engaged throughout the whole purchasing process. Here, we focus on the
two most important small and medium-sized enterprises (SMEs) in the hotel and tourist
industries. Hays Travel is a well-known independent travel agency network
headquartered in Sunderland, England (Hays Travel, 2022). On the other hand, Husk
Restaurant and Hospitality is located in the southern part of the United States. This
paper develops a strategy by analysing the digital marketing policies and practises of
the Husk restaurant and Hays Travel. Tourism and hospitality digital marketing employs
a variety of platforms, initiatives, and strategies. Understanding the digital marketing
landscapes of tourism and hospitality is crucial, especially for certain small and medium-
sized due to the complexity and constant evolution of technology. The performance of
SMEs is improved by the use of digital marketing because it gives everyone equal
chances to promote goods, develop marketing advantages, boost sales, and raise
product reputation (Salford, 2020). Husk Restaurant and Hospitality is a SME that is
located in the southern part of the USA. Husk Restaurant was founded by Sean Brock,
who had a significant role in modernising American Southern cuisine. The resulting food
investigates the reality of Southern cuisine rather than rediscovering Southern cooking.
(Husk Nashvillee, 2021). In 2010, Husk Restaurants established its first location in
Charleston. And within a decade, it had already expanded to a new area with numerous
sites throughout the United States, some of which were in the cities of Charleston,
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South Carolina, Nashville, Tennessee, and Savannah, Georgia (Husk Nashville, 2021).
On the other side, Hays Travel is a well-known independent travel agency chain with its
headquarters in Sunderland, England (Hays Travel, 2022). John Hays started it in
Seaham, Durham, in 1980. The first Hays Travel contact centre opened in 1990, and
the Hays Travel Independence Group, a group of independent travel agencies that
benefited from Hays Travel's buying power, technology, and back-office services, was
established in 1995 (Hays Travel Business, 2022). In 2013, Hays purchased Bath
Travel, the largest network of independent travel agencies in the South. When Thomas
Cook failed, Hays Travel acquired the shop complex, providing the fired employees with
a second opportunity at employment. Hays Travel now has sizable buying power and
invests a lot in cutting-edge technology (Hays Travel Business, 2022). A higher level of
consumer preference will undoubtedly be attained by Hays Travel as a result of its
specialisation in offering affordable, high-quality vacations coupled with top-notch
customer care (Hays Travel, 2022).
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