Digital Media Trends and Its Effect on Hotel Industry: Literature Review

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Pacific International Hotel
Management School
Delivery & Assessment Schedule:
Communication 5 Lecturer – Dr Jan Lockett-Kay
Approved by Academic Forum:
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digital marketing
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Digital media trends and its effect on hotel industry
Literature Review
The growing presence of internet in people’s everyday life have made digital media
an essential tool in marketing strategies of businesses. For gaining competitive edge and to
meet demands in hospitality industry, it has become very significant for hotel managers own
a self-organised website to make promotions along with direct interactions and using emails
as a channel for communication with customers and business partners. It also provides useful
information regarding potential clients under one platform and during any time of the day and
any place in the world. Nevertheless, Yasmin, Tasneem & Fatema says that this can be made
possible only if potential and innovative digital means and new technologies are implemented
in business processes. Therefore, it can be said that hotel industry must remain aware about
necessity of applying digital media with their marketing mix strategies to gain utmost out of
it.
According to Verma and Verma (2018), the 21st century is facing massive internet-
based messages that are transmitted through digital medias. Furthermore, these media have
become one of the major factors that effects customers’ behaviour related to product
awareness and post-purchase behaviour. According to the authors, the marketing trends have
changed severely and instead of communicating with regular customers, hoteliers nowadays
communicate with distant and new customers using digital medias. In fact, many customers
seek digital medias to communicate with corporations directly to avail their services and to
get desired information regarding products and services. Unfortunately, very little guidance is
offered to the marketing managers of small and medium sized hotel companies to incorporate