Impact of Social Media and Mobile Technology on Hospitality Business: A Case Study of Apex Hotels

This report critically evaluates the developments of social media and mobile technology on the hospitality business, using Apex Hotels as a case study. It discusses the evaluation of the current social media strategy and the development of a new social media strategy. The report explores the use of Twitter and Facebook by Apex Hotels, as well as their monitoring and responding strategies. It also highlights the content that attracts the best response from followers.

Choose a Boutique Hotel from UK, Small or Medium Tourism
hospitality business with a social media presence.

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Introduction..................................................................................................................................1
Literature Review........................................................................................................................1
Case Study Evaluation (Findings)...............................................................................................7
Discussion....................................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Social Media is considered as the means of interactions within individuals where individuals
they develops, hare and exchange ideas as well as information into virtual networks and
societies. Moreover, the office of communication as well as marketing manages the key Face
book, twitter, Instagram, LinkedIN and Youtube accounts. While mobile technology is
undertaken as technology which goes in which the users goes. Moreover, this incorporates of
portable two way communication devices, computing devices as well as network technology
which connect them. It is regarded as technology is utilised for cellular communication. Mobile
technology has developed rapidly over past few years. For this report the undertaken company is
Apex Hotels is known to be the leading small and medium sized family owned Scottish firm. It
was developed in year 1996. Moreover, it is a four star hotels operator which was owned through
formers accountant Norman Springer ford as well as his family based in Edinburg. Its
headquarters is in Edinburgh, UK. The main aim of this report is to critically evaluate the
developments of social media and mobile technology on Hospitality business. The topics which
are going to be discussed in this report are evaluation of current social media strategy and
development of new social media strategy.
MAIN BODY
Introduction
Apex Hotels is known to be the leading small and medium sized family owned Scottish
firm. It was developed in year 1996. Moreover, it is a four star hotels operator which was owned
through formers accountant Norman Springer ford as well as his family based in Edinburg. Its
headquarters is in Edinburgh, UK. It has around 551 staff and revenue is about $ 95 million
(About Apex Hotel, 2021). Fir its marketing, it uses social media such as Twitters named as
@Apex Hotels in which they have about 13, 115 followers and 1,027 followings as well as 7547
tweets.
Literature Review
According to Christina Mewberry and Evan LePage (2021), Social media strategy is
considered as a summary of all aspects that firm plan for performing as well as hope to attain
upon social media. Moreover, this provides their actions as well as lets them to understand either
they are succeeding or failing. Moreover, this strategy is undertaken as the document that
1

outlines entity’s social media objectives, tactics they would utilise to accomplish them as well as
metrics it could track for measuring their progress and success. In addition to this, social media
marketing strategy have also list whole of its existent as well as planned social media accounts
with objectives particular to every platform they are active on (How to Create a Social Media
Strategy in 8 Easy Steps, 2021).
As per the view point of Sam Weston and Amy Spark (), Apex Hotels is known to be the
innovative group of seven city hotels which is based in UK. Moreover, knowing their brands
position as a contemporary group, luxury city-centre hotels which assisted them with their social
media strategy and its contents. So, some social media strategy used by Apex Hotel is discussed
below:
Apex Hotels Uses Twitter
Apex hotels initiated utilising Twitter in the month of March year 2009. While it was some later
into the game than few of its huge rivals, they desires to assures that it has time as well as
resources available for managing it in effective and efficient way. Additionally, an unobserved as
well as stagnant twitter account may do more harm than effective for brand. Since joining the
network, respective firm have enhancing utilised Twitter as a method of involving with guests as
well as likeminded persons. Along with this, it also observes a huge opportunity in participating
with other businesses.
Twitters provides us an invaluable feedback channel for both positive and negative comments, so
it pleased to said that it received mainly optimistic feedback. Additionally, individuals seem
much more inclined to facilitate feedback into 140 characters in comparison to via longer
channels. Often this renders effective insight within which they are performing well in Apex or
where they could become competent to develop effectively. Respective brand do not has rigid
voice tone for tweeting, instead its account being managed through three separate persons. It
perform, however also have clear knowledge of what is effective for broadcasting as well as try
to obviate controversial subjects or appearing as well. Furthermore, messages are intentionally
light, friendly as well as much informative fro abiding through what they observe as one of the
most over-seeked social media principles.
Apex hotel has one key Twitter account which undertakes overall its hotels: @apexhotels. It opt
to operate one key profile instead of person account for every hotel to provide them feedback
the most possible chances for reaching as many as it may by Twitter. It also desired to assure that
2

consistency into their brand message. It did not expect a overall host of individuals from several
areas of their business that have access to twitter as well as potentially causing a PR disaster at
respective social media sites.
Respective hotel also separate Twitter account for its HR team- @ apexcareers that is utilised to
provide suggestion as well as guidance to potential applicants. Moreover, respective Twitter
account also facilitates recruitment as well as CV tips. In addition to this, involving with boarder
recruiting world assure that Apex maintain an excellent service standard through employing the
appropriate individuals at most top of its game. Furthermore, they are also experimenting with
Twitters profiles for its sales team under the name puff @apexsales. Moreover, the key intent is
to facilitate its sales team with an opportunity for engaging directly with business customers as
well as main industry members into sales as well as marketing world. Respective twitter account
allows them to tweet slightly much corporate messages, since targeted clients is familiar with
hospitality terminology, meetings as well as events promotion and others. So, they select not to
tweet it to the main profile much as they did not desire to have an overly corporate sounding
profile as well as undertakes much informal, and friendly approach.
Monitoring and responding on twitter
Apex Hotels observes social media channels utilising several tools like Review pro for assuring
its team is aware about what is being said related to its brand: understanding both the positives as
well as negatives and responds where is needed. Additionally, this is simple to ignore the
pessimistic, but into their experiences an issues ignored often becomes much tough for dealing
with into longer period as well as have almost snowball impacts as this accumulates momentum
by re-tweets as well as social media chatter. Rather than this, at similar time team celebrates
optimistic feedback from guests by re-tweets and comments. This is a great qualifier for
individuals preferring to stay at its hotels in case independent comments upon Twitters represent
their brands affirmatively.
Furthermore, Apex hotels observe mentions of its brand names as well as particular @mentions
too. Moreover, they developed saved searches for monitoring chatter related to the cities where
they operates: Edinburgh, Dundee and London. Additionally, it could be as simple as any
mention of “ do you know+ Edinburgh to much targeted hotel as well as restaurant queries.
Apex shows that gathering content material texture for Twitter is routinely a natural issue –
coming from web-based media conversations about the towns they work inner, resorts, and
3

neighbourliness in well-known. Additionally, they find musings from in the organization – from
any office. "Occasionally sports will show up at the hotel that we're ignorant concerning, so we
do request that workers offer after they see a couple of things this is online media worth." in the
close to predetermination, Apex is calling at setting up 'champions' at each having a place who
will record on local area pastime and take fast depictions to set up online. This will likewise set
up the relationship a considerable lot of the on and disconnected.
Rivalries on Twitter – asking fans to re-tweet messages or make commitments to conversations –
have been compelling in alluring with fans. "perhaps it's more consistently than not because
there's a chance to win a break at contemplated one in the entirety of our cabins, anyway
routinely it turns into talk among other Twitter clients.
The Apex bunch endeavours to tweet each day, and they screen their cash owed frequently to
ensure messages aren't left unanswered. Commitment for making reactions is cut up the different
gathering with the guide of the day all together that one man or lady isn't left to control the actual
record. "This offers a touch range and new psyche for tweeting. It guarantees the substance
fabric is for the most part perfect, on logo and interesting."
The hour of the day they're looking to submit tweets shifts. "We do attempt to tweet for the
length of the evening time infrequently, notwithstanding at some point or another of the standard,
worn-out 9-five. an astonishing model changed into the state of the art awful environment in
November and December of absolute a year ago. With the climate changing over every 10 mins
and people groups' experience plans being persistently intruded on, we tweeted a totally
exceptional give in the evening just so if they have been trapped in London, Edinburgh, or
Dundee and didn't have someplace to remain, we have been open to help. Adaptability is likely
one of the most extremely helpful issues with online media. a few brands look like obliged by
utilizing the utilization of an unbending and equation based method and as I would see it I guess
that may considerably affect the value a business undertaking, and the individuals following that
business endeavour get out of the relationship, out of the verbal trade itself."
The Apex Strategy for Facebook
Apex facilities began developing their facebook presence in mid 2009. facebook has, of way,
progressed their business endeavor profiles significantly in light of the fact that at that point –
making them artworks more like individual profiles. "we find it has arise as a generally excellent
path for us to communicate with present day visitors, related to limit new ones." Apex resorts
4

currently has more than 3500 'likes' on their basic insignia profile, that is growing quick.
Similarly as with Twitter, they made additional profiles which may be controlled with the asset
of their spa and HR offices. the ones more exact pages have likewise constructed a strong after.
kind of substance texture Apex Publishes on fb
Apex has seven hotels situated over the span of 3 urban areas inside the uk: London, Edinburgh
and Dundee. They made an essential Apex resorts net website page for the gathering overall, that
is in which they distribute content material about the retreat establishment, the man or lady
lodgings and cafés, and the towns wherein the facilities are situated.
Identifiable hyperlinks are made for each fb and Twitter to look which content texture is greatest
celebrated on each. "predominantly on fb, we discover very company benefits messages
influence people to 'as opposed to' the web page or withdraw from refreshes. as of now 6% of
our enthusiasts are withdrawn from accepting our updates of their data feeds and we obviously
need to keep this rate as low as reasonable"
Likewise with Twitter, Apex likes to glue to a satisfying tone, and ubiquity on contests,
photographs and video, and exercises in the towns. "It's extra about keeping up individuals drew
in with the brand all together that they protect in contemplations us after they need to digital
book a lodging, in inclination to hoping to elevate to them legitimate away."
Following a couple of long periods of exploring different avenues regarding every informal
communities, Amy discovers they can break out with posting more noteworthy substance
material in sync with day on Twitter than on facebook. "the person of Twitter is additional quick
moving and individuals are accustomed to getting masses of short messages. in any case, with
facebook, we endeavor not to position up more than when daily as we find individuals start to
withdraw, conceivably as a result of reality they feel barraged." Furthermore, likewise with
Twitter, fb is additionally used to answer supporter questions and gather remarks, this is given
promptly to the inn directors. They be cognizant the overall population of the remarks they get
by means of fb is top notch, anyway if they do get hold of something horrendous it's
indispensable that is tended to and settled as quick as could really be expected.
How Apex resorts sources content material for Social Publishing
5

All work force individuals at Apex are supported to keep up the online media bunch fully
informed regarding insights from the hotels and encompassing spot. All establishment people,
uncommonly those running at the front follows with site guests, might be an enormous guide.
besides, the web-based media group shows up out for advanced occasions and sports in their 3
areas. signs are establishment to choose out up things of interest, which incorporate recommends,
fairs, displays, etc.
Neighbourhood associations that the lodgings artworks with additionally give a wellspring of
substance material. "building associations with elite organizations through online media gives us
admittance to more prominent decreases, contests and helpful information for our sweethearts."
content material fabric That draws The lovely reaction
"Contests and prize draws in are by utilizing far our most extreme well known posts. offering a
retreat crush as a prize convey us the likelihood to flaunt our homes, which creates side interest
in them with out conveying a pay message while in transit to situated individuals off. "
Photographs and video also canvases well overall, especially on fb. The Apex group distributes
new photographs, inn movies, and television commercials, which might be typically well known.
fb sweethearts and people of the inns' online local area are likewise prescribed to put up pictures.
The mascot for Apex inns – the Apex Duck – has besides turned out altogether for them.
"visitors obtain a marked elastic duck in their rooms when they stay at the lodgings. individuals
gather them and take pics of them all around the worldwide. we have a rivalry where the
astonishing photo of the 365 days wins a motel harm." each retreat gives an exceptional hued
duck that might be gathered. sweethearts additionally can call the popular duck at whatever point
a fresh out of the plastic new hotel opens.
Timing also plays out an enormous job inside the reactions they get hold of. "we find that
posting on Friday evening and on the ends of the week gives us twofold the impressions of
posting at explicit occurrences of the week, so we save their top notch posts for the surrender of
the week."
Absolute last psyche about facebook
"it's far difficult to tune the appropriate monetary cost as individuals additionally can focus about
us through fb, yet then digital book the utilization of each extraordinary technique. we are fit for
hint appointments that have come immediately from fb.com through Google Analytics and in the
6

end yr we have got had 28 exchanges, anyway we acknowledge as evident with the unmanaged
well known to be a lot higher than this."
 For Apex, the essential elements of their facebook presence are the ensuing:
 To keep a pursuing with going before guests
 to draw new visitors through pointers from buddies
 To safeguard individuals connected with and keen on the essence of what Apex is
accomplishing as an endeavor venture
 to look what changed cabins and organizations are doing
"Facebook is changing over and developing constantly and we sit up for shiny new
promoting conceivable outcomes as they get up."
Case Study Evaluation (Findings)
From the above study, it has been evaluated that social media "Facebook is changing over
and developing constantly and we sit up for shiny new promoting conceivable outcomes as they
get up." Moreover, this provides their actions as well as lets them to understand either they are
succeeding or failing. Moreover, this strategy is undertaken as the document that outlines entity’s
social media objectives, tactics they would utilise to accomplish them as well as metrics it could
track for measuring their progress and success. In addition to this, social media marketing
strategy have also list whole of its existent as well as planned social media accounts with
objectives particular to every platform they are active on (How to Create a Social Media
Strategy in 8 Easy Steps, 2021).
In addition to this , Twitters provides us an invaluable feedback channel for both positive and
negative comments, so it pleased to said that it received mainly optimistic feedback.
Additionally, individuals seem much more inclined to facilitate feedback into 140 characters in
comparison to via longer channels. Often this renders effective insight within which they are
performing well in Apex or where they could become competent to develop effectively.
7

Respective brand do not has rigid voice tone for tweeting, instead its account being managed
through three separate persons. It perform, however also have clear knowledge of what is
effective for broadcasting as well as try to obviate controversial subjects or appearing as well.
Furthermore, messages are intentionally light, friendly as well as much informative fro abiding
through what they observe as one of the most over-seeked social media principles.
Apex hotel has one key Twitter account which undertakes overall its hotels: @apexhotels. It opt
to operate one key profile instead of person account for every hotel to provide them feedback
the most possible chances for reaching as many as it may by Twitter. It also desired to assure that
consistency into their brand message. It did not expect a overall host of individuals from several
areas of their business that have access to twitter as well as potentially causing a PR disaster at
respective social media sites.
Respective hotel also separate Twitter account for its HR team- @ apexcareers that is utilised to
provide suggestion as well as guidance to potential applicants. Moreover, respective Twitter
account also facilitates recruitment as well as CV tips. In addition to this, involving with boarder
recruiting world assure that Apex maintain an excellent service standard through employing the
appropriate individuals at most top of its game. Furthermore, they are also experimenting with
Twitters profiles for its sales team under the name puff @apexsales. Moreover, the key intent is
to facilitate its sales team with an opportunity for engaging directly with business customers as
well as main industry members into sales as well as marketing world. Respective twitter account
allows them to tweet slightly much corporate messages, since targeted clients is familiar with
hospitality terminology, meetings as well as events promotion and others. So, they select not to
tweet it to the main profile much as they did not desire to have an overly corporate sounding
profile as well as undertakes much informal, and friendly approach.
Discussion
From the above study, it has been evaluated that social media "Facebook is changing over and
developing constantly and we sit up for shiny new promoting conceivable outcomes as they
get up." Moreover, this provides their actions as well as lets them to understand either they
are succeeding or failing. Moreover, this strategy is undertaken as the document that outlines
8

entity’s social media objectives, tactics they would utilise to accomplish them as well as
metrics it could track for measuring their progress and success. In addition to this, social
media marketing strategy have also list whole of its existent as well as planned social media
accounts with objectives particular to every platform they are active on (How to Create a
Social Media Strategy in 8 Easy Steps, 2021).
In addition to this , Twitters provides us an invaluable feedback channel for both positive and
negative comments, so it pleased to said that it received mainly optimistic feedback.
Additionally, individuals seem much more inclined to facilitate feedback into 140 characters
in comparison to via longer channels. Often this renders effective insight within which they
are performing well in Apex or where they could become competent to develop effectively.
Respective brand do not has rigid voice tone for tweeting, instead its account being managed
through three separate persons. It perform, however also have clear knowledge of what is
effective for broadcasting as well as try to obviate controversial subjects or appearing as
well. Furthermore, messages are intentionally light, friendly as well as much informative fro
abiding through what they observe as one of the most over-seeked social media principles.
Apex hotel has one key Twitter account which undertakes overall its hotels: @apexhotels. It opt
to operate one key profile instead of person account for every hotel to provide them
feedback the most possible chances for reaching as many as it may by Twitter. It also
desired to assure that consistency into their brand message. It did not expect a overall host of
individuals from several areas of their business that have access to twitter as well as
potentially causing a PR disaster at respective social media sites.
Respective hotel also separate Twitter account for its HR team- @ apexcareers that is utilised to
provide suggestion as well as guidance to potential applicants. Moreover, respective Twitter
account also facilitates recruitment as well as CV tips. In addition to this, involving with
boarder recruiting world assure that Apex maintain an excellent service standard through
employing the appropriate individuals at most top of its game. Furthermore, they are also
experimenting with Twitters profiles for its sales team under the name puff @apexsales.
Moreover, the key intent is to facilitate its sales team with an opportunity for engaging
directly with business customers as well as main industry members into sales as well as
marketing world. Respective twitter account allows them to tweet slightly much corporate
messages, since targeted clients is familiar with hospitality terminology, meetings as well as
9

events promotion and others. So, they select not to tweet it to the main profile much as they
did not desire to have an overly corporate sounding profile as well as undertakes much
informal, and friendly approach.
CONCLUSION
As per the above report, this has been concluded that both social media and mobile technology
plays vital role for hospital business. As it create huge awareness and develop brand image. In
addition to this, it is vital for firm to develop social media strategy as this strategy is undertaken
as the document that outlines entity’s social media objectives, tactics they would utilise to
accomplish them as well as metrics it could track for measuring their progress and success. In
addition to this, social media marketing strategy have also list whole of its existent as well as
planned social media accounts with objectives particular to every platform they are active on.
10

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Online
About Apex Hotel. 2021. [Online]. Available through:< https://www.zoominfo.com/c/apex-
hotels-ltd/11718478>.
How to Create a Social Media Strategy in 8 Easy Steps. 2021. [Online]. Available through:<
https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/>.
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