Spring Season Digital Communication Strategy for BeechWood Hotel

This report discusses the importance of digital technology in business and how it can be used to enhance customer experience and reach a wider audience. It also covers the impact, challenges, and opportunities of digital technology, as well as the current digital technology strategies and tools used by BeechWood Hotel. The recommended digital technology strategy focuses on internet of things, recognition technology, VR, chatbots and AI, and mobile integration to improve customer service experience and achieve competitive advantage.

Create a spring season
digital communication
strategy

Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
Literature review .........................................................................................................................3
Importance of Digital technology ...............................................................................................4
Impact of digital technology .......................................................................................................5
Challenges of digital technology.................................................................................................5
Opportunities of digital technology.............................................................................................7
Current digital technology strategies ..........................................................................................7
Current digital technology...........................................................................................................9
Digital technology strategy .........................................................................................................9
Recommendation.......................................................................................................................11
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Technology helps business in expanding their business across the world. It facilitates in doing
work in a faster and effective way. It streamlines the processes along with managing company’s
resources in order to attain organisational goals. With the help of technology, company can
connect with their potential customer by various platforms. There are various digital
technologies that allows company to reach their target customer and can make them about their
offerings and products (Dery., Sebastian and van der Meulen, 2017). It is one of the most
effective and cheapest way to engage with audience. These tactics were used by both small and
large business enterprises. For this report, BeechWood Hotel has been undertaken into the
account. This company offers various holidays locations to their customers. This report will
cover a literature review of chosen company along with digital technology opportunities,
challenges and impact. Further, it will cover a digital marketing strategy as well as its
recommendation of company.
TASK
Technology plays an important role in defining success of any business. It is needed to
formulates business strategies that drives company towards attainment of goals. Technology
connects people with companies and it becomes easy to target audience as it is much effective
than traditional method of marketing. There are various online platforms on which company can
place their advertisement and influence people decision to buy their product. It helps companies
in enhancing the customer experience and thus leads to customer satisfaction. Company can
retain its customers and loyalty by engaging them in a unique way. If the customer experience is
strong then there would be higher customer loyalty. Digital technology strategies helps in
improving customer service experiencing by identifying their needs through social media and
mobile applications.
Literature review
According to Carl Mitcham 1978, he business technology as a concept that helps in managing
business processes in an effective and efficient manner. It helps in solving business problems and
allows companies to engage with their existing as well as potential customer. It helps in
improving communication, content management, collaboration along with access to analytics

data and social networking. There are various benefits of digital technology in business and it
can be opted by any scale of business organisation. Well known business enterprises are
embracing technology in order to create digital workplace which will improve business cohesion.
Many companies are relying on digital technology as it becomes easier to target their audience
with various digital channels.
Importance of Digital technology
There are various benefits of technology that companies can have for. Following are some
benefits of digital technology in context to BeechWood Hotel.
 Facilitates effective communication – Technology helps in communicating with their
customers in order to provide better customer service. BeechWood Hotel is active on
social media handles such as Instagram, Twitter and Facebook that makes it more popular
across globe along with its unique service (Kim, Gollamudi and Steinhubl,, 2017). With
technology, it can take customer review so that it can improve customer service. It is
highly active on Instagram as it have appox.245k followers. This shows that it has a great
customer following. It regularly communicates with its customers regarding
improvements and suggestions needed to be in their hotel. A better communication
allows customers in getting valued by company and thus leads to loyalty and enhanced
customer experience.
 Efficiency – Company should formulate effective strategies brings efficiency to its
operations. By having digital technology, it helps BeechWood Hotel in increasing
efficiency as it allows to manage all its activities. It is needed for companies to consider
cost output relationship and provide with effective digital channel to enhance result. By
targeting customers on social media, company can save its overall marketing cost and
thus became efficient.
 Saves time and money – There is no doubt that technology helps companies helps
business in achieving more in less time. Company can utilise its savings in bringing
efficiency to business. As traditional method is declining day by day and new era of
modern technology emerging which makes company’s process cost effective.

Impact of digital technology
Hospitality industry is much more that hotel management. The core aim for any
hospitality company to provide better service experience to customers. In order to fulfil
that, they formulate strategies that will positively impact on its operations and thus
enhances performances. This industry offers 319 million jobs across the world and one of
the biggest industry in world. This industry is highly competitive as many companies
tries to grab customers either by providing discounts or complimentary services. This
Industry is emerging rapidly and it is needed for hoteliers step and opt digital
transformation in order to bring added value to business. This can be done by identifying
challenges and choosing best technological alternative for addressing those challenges.
This strategy can be used by both existing strategies and start ups to support industry.
Digital technology gives a positive impacts as it provides with numerous benefits to
companies and customers. One of the best example of this technology as BeechWood
Hotel is having online platform for room bookings. This will help customer in knowing
about hotel and can manage their room booking. It becomes convenient to book room
direct from mobile phones. It is not needed to have look at hotel and enquiry about room.
Guest can customise their room services based on preferences and interest.
Companies can get insight of their customer data and based on that hotel management
tries to render exact service expected by customer. Managing customer data can help
hotel in knowing customer need whenever he visits hotel next time. Through social media
handles, customer can post their review on company’s timeline and that will help other
customer in making decision while opting hotel. Hotel BeechWood Hotel is having a
revenue management system that facilitates in tracking its revenue and expenses.
Challenges of digital technology
 Lack of change management strategy – Companies having old management strategy
makes difficult to change their management strategy as they are now adopted and it
becomes complex to make change. So it is needed to have a strong change management
culture that drives company towards attainment of goals. Lack of change strategy leads to
failure of plans (Svahn, Mathiassen, Lindgren and Kane 2017). Effective change
management strategy involves formulating plans in order to identify root cause and

creating healthy relationship with all its stakeholders. In order to apply digital technology
in business, it is needed to influence people to make change.
 Complexity in software and technology – As technology is emerging rapidly and new
advancement makes it complex to understand applications. It becomes difficult for both
existing and new start-ups undergoing digital transformation from both implementation
and data integration perspective. It is advisable to opt best UI based system that makes
work effective not complex and must be consider at early stage of transformation project
(Boojihawon and Ngoasong, 2018).
 Driving adopting of new processes and tools – New technology creates challenges for
those employees who think there is no wrong what they are doing and there is no need for
implementation of new technology. Hotel BeechWood Hotel provides training sessions in
order to make workers familiar with it. Training sessions can make employees more
proficient and productive with this tool quickly. This will help in creating value of new
process and tool.
 Continuous evaluation of customer needs – Hospitality and tourism industry is strongly
affected by COVID-19. Many small hotels have to shut down their business due to
unavailability of fund to manage its operations. Pandemic had accelerated this
technological trend. It allows many hotels to opt digital technology in order to get
connected with customers. It is important to get in touch with customer and identify their
needs. Customer satisfaction is a pillar that supports company’s profit and in case of
misbalance, profits can be lower. It becomes difficult to track customer needs as they are
continuously changing but by opting digital tools, it allows in regularly track consumer’s
needs so that hotel can alter its strategy.
 Lack of digital transformation strategy – Many companies are having a question that
what is needed to replace manual process and is there any need for digital technology?
These questions must be answered before implementation of digital technology.
BeechWood Hotel do not rely on false assumptions and buzz words but takes decision on
the basis of successful interpretation.
 Security concerns – For many companies data is very sensitive, and for this concern it
becomes difficult them to opt this option. There are many cyber security risk that
company do not want to avoid. So for this reason many companies and hotels set up bon

premise storage system rather than cloud computing. This makes data more secure and it
cannot be accessed by unauthorized or from outside the organisation. This threat push
back organisation for opt for this alternative.
 Budget constraint – To opt digital transformation is not a cheap investment and needs
huge capital to be invested. It becomes challenge for small companies to have ths
alternative. It is not a one time investment but also requires additional cost such as
maintenance cost, repair and server cost.
Opportunities of digital technology
 Promotes expansion – Digital technology helps in expanding business operations by
allowing customer to book their services from company’s websites or on applications. It
becomes easier to target potential customers in effective and efficient manner. It enables
to seek for new customers by influencing them on social media.
 Enables social connectivity – Social media helps in keeping customers in touch whether
they lives in another part of world. It allow to communicate by text, audio and video from
any corner of world. BeechWood Hotel keeps post of customer review and their
memories when they stay in hotel. This generates a value for customer and makes
customer loyal.
 Automation – Digital technology helps in automation of repeated work. This helps
company in saving time and that can be utilised in other task in order to make it more
efficient. In case of BeechWood Hotel, it have a software that provides hotel in knowing
status of room bookings. It can be availed by customer too by opting online platform in
order to book rooms.
 Seek out new customers – Digital marketing helps in seeking out new customers.
Whenever a customer search for a hotel, it automatically detects requirements and absed
on searched data, shows relevant results.
Current digital technology strategies
Strategies plays crucial role in defining success and it is needed to formulate effective
strategy in order to attain organisation goals. It drives the resources of company towards

accomplishment of objectives. Following re elements of digital strategy that Hotel
BeechWood Hotel is opting.
 Internet of Things – BeechWood Hotel is having high tech devices which helps in
sending and receiving data. This technology is important in hospitality industry as it
saves cost and time along with optimising hotel rooms without having human
interference. BeechWood Hotelis having smart energy systems that lowers down the
power of light during day time. It can also be used in optimising temperature before guest
arrives.
 Opting recognition technology -While formulating digital strategy, BeechWood Hotel
have opted recognition technology which includes everything such as facial recognition,
fingerprints and retina scanning. It is chosen by hotel because it wants to eliminate time
and energy whenever guest visits next time. It becomes easier for hotel and customer to
have hassle free guest experience. The process speed gets accelerated by having this
technology.
 Introduction to VR – It is one of the coolest creation of digital technology which allows
to get real life environment. It is having ability to transport people from real world to
virtual world. This makes customer more satisfied by having this technology. Most of the
hotels are using this technology in their premises. This can be used to provide virtual
experiences of local attractions or as an entertainment in hotels.
 Chatbots and Artificial Intelligence – Providing better customer service experience is ths
main aim for any hotels and its strategies include use of artificial intelligence and
chatbots which can be used to deliver intelligent answers to customer queries and
problems. It is one of the most emerging trend that hotels and many companies are using
in their digital technologies. With that, chatbots can answer simple questions without any
Human interference.
 Mobile Integration –Most of the customers are using mobile phone and it becomes easier
to reach them by using social media. Company can use flashy images to attract large
customer base. Currently BeechWood Hotel is using various digital innovations that
brings efficiency to business.

Current digital technology
There are various digital tools that company is opting in order to provide better customer
service experience. It makes hotel more advanced and attractive whenever a customer
stays. It have online platform that allows customers to book their room from mobile
phones. They want to make this process as convenient as possible. Rendering quality
service is motto of BeechWood Hotel. They treat every customer in unique way.
Following are some digital elements that hotel is using.
 Portfolio strategy – It is needed to target potential customer based on age and gender. So
BeechWood Hotel digital technology helps in placing advertisements on that channel
where it can attract a large customer base. This will help in reducing overall cost and
reduces efforts too. Company uses digital tools which is cost effective and efficient in
terms of cost. It targets mostly tourist from all over country. It gets insights form social
media handles about customer preference and taste in order to provide exact service
experience.
 Use of latest technology – Hotel regularly tries to upgrade their technology n order to
achieve competitive advantage. It have various high tech software that allows to keep
records of customers and employees. This also helps in better understanding of customer
needs and wants.
Digital technology strategy
Digital strategy focuses on improving company’s performance by using digital tools. It will
help companies in taking competitive advantage as these tactics can be used to achieve
changes. This may include change in business model as it allows companies to provide
services that is not possible previously. In today’s business world, technology has integrated
with business operations more than a hardware or software (Chan and et.al2019).
BeechWood Hotel should use digital marketing tools that will help in engaging more
customer base. It should post campaigns with flashy and eye catching images which creates
attention to customers. It is one of the cheapest and effective means of targeting potential
customers.

 Use of SEO – BeechWood Hotel should opt SEO to their process as it is used in
improving websites in order to place it in high ranks and phrases related to business.
More keywords ranks makes website more familiar to people as they will see website
(Sathananthan and et.al2017). The main for opting this tool is to create traffic to websites
in form of targeted audience. It targets to customers who are searching for products and
services that company is offering. By targeting customers, it creates traffic to company’s
website. It will help hotel in intercepting every individual of target audience as their
search and ends at search engine.
 Pay per click advertising – It is also one of cost effective digital strategies that
BeechWood Hotelshould opt. It is paid form of advertising based on auction based
system. Hotel can bid on keywords that it wants ads to show up for. This ad will pop up
when that keyword is searched. It will show at top of the search results. In other words,
Hotel can pay for placing its ads on search engines. This strategy will help in reaching
searchers with transactional queries. Whenever they will click, it will automatically on
landing page of Hotel BeechWood Hotel website and can book rooms.
 Opt for content marketing – In this strategy companies can focus on engaging and
reaching with customers via content. That content may include photos, videos and music
that creates value to customers. The main aim for this strategy is to provide valuable
information to customer about Hotel’s services. It can also be used in optimising content
for search engines in order to improve visibility in search results. This have lot of power
and it can make influence to people and their decision.
 Choose e mail marketing –This will help in gaining both new and existing customers.
This makes brand awareness among people by sending emails BeechWood Hotelcan
send emails to their customers by sending promotional emails and from that they can take
decision. One of the core part of email marketing is developing campaigns as it will lead
to growing in audience size. It is similar to content marketing as it provides valuable
information to customers. The main aim for opting this digital technology is to stay in
mind of customers while making any decision. It provides tons of benefits and approx..80
percent of companies are using this strategy in order to attract customers (Nambisan,
2017)

Social Media marketing –Its main aim is to create brand awareness on social media platforms
and most of the audience are active on social media platforms such as Instagram, Facebook
and Twitter. It becomes easier for hotels to communicate with their customers. BeechWood
Hotel regularly runs ad campaign which facilitates in attracting a large customer base at a
lower cost. It is cost effective as well as effective method of engaging and influencing
people. It can feature more than one platforms on social media by allowing companies to run
their ad campaigns (Dornberger, 2020). Companies who wants to increase brand awareness
may opt this strategy as people can easily influenced by flashy images. It will also help in
increasing hotel’s reputation in competitive market. That’s why social media focus on
providing informational and promotional content along with interacting with users on
different platforms.
Recommendation
As Hotel BeechWood Hoteldown not frequently post images of their customer experiences nor
run much advertising campaigns. So it is needed to keep active on social media handle in order
to keep track of customer insights. This will benefit company in numerous ways such as by
getting insights of data, company can make alternation in its strategies in order to provide better
customer experience. As ad campaign is cost effective tool of technology development and by
using this it can engage with more customer and create brand awareness in market. From all the
above technological development, BeechWood Hotelshould opt digital marketing and SEO for
their business in order to make it more efficient (Hinings, Gegenhuber. and Greenwood, 2018). It
will make business more efficient. It can help in generating more traffic in hotel’s website and
can engage more customer. Digital marketing tools helps in shaping business strategy as it
allows company in getting insights of customer buying pattern and based on that, it can offer
exact service that customer is expecting. Insights helps companies to know their customer so that
their can render better customer experience. These technological strategies must be formulated in
effective way so that it can positively impact on hotel’s performance and enhances overall
efficiency of company.

CONCLUSION
From the above project report, it was concluded that technology plays a crucial role in making
company more efficient. BeechWood Hotelis having social media presence of more than 1.4k
followers that shows it have a great customer base. Its strategies are strongly and effectively
formulated as it have all latest high tech software that makes work easier. It keeps posting on
social media which is one of the most cost effective digital tool that brings efficiency to hotel. It
will help hotel in providing better customer experiences by understanding customer needs and
wants and by proving exact service that customer is expecting. This creates brand loyalty and
reputation of hotel. SEO helps in creating traffic to websites so that it can engage more customer.
Technology makes work more efficient and hotel can take effective measures in order to keep
guest satisfied. Along with benefits, it also faces various challenges in adopting new technology
as it may be possible that company members may not feel comfortable with new technology.
There are various areas in which hotel is lacking and it is needed to fix that gaps so that it ca
enhance its performance. Various strategies helps in brining innovation to hotel and creates a
path that will lead towards attainment of goals.
APPENDIX

REFERENCES
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