Impact of Social Media in the Travel and Tourism Industry

Running head: TRAVEL AND TOURISM
Travel and Tourism
Name of the Student
Name of the University
Author Note

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Part B
Report
Introduction
One of the most important aspects in the modern world is the globalization process.
Many things have gone through an evolution of technology. The use of technology has advanced
so much that all the industries are involved in a race. The tourism industry has come to be one of
the most profitable industries in the contemporary business world. The business models that the
organizations will imply will be only destined to increase the number of customers and improve
their services. The primary motive is to expand the business into other countries. The chosen
organization for this paper is Hilton Hotels that has evolved as one of the finest hotel resorts in
the world. They have selected social media as their communications strategy to communicate
with their customers.
Impact of social media in the travel and tourism industry
Social media is a very strong medium. It can communicate with almost all the people
who are involved in using the social media (Bertot, Jaeger & Hansen, 2012) The target audience
should be the main focus for all the organizations. As the main issue in this context deals with
the travel and tourism industry, the focus will remain so. The main organization is Hotel Hilton.
All the important background information has been provided about the organization in the earlier
section.
The less travelled destinations have to be promoted by the hotel organizations. The only
way to promote this is to use the social media and post the advertisements on the various social

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media platforms (Munar & Jacobsen, 2014). Hilton Hotels also is trying to do the same. This is
because they want to be the industry leaders and get the top spot by earning a higher turnover.
The companies want to reach a larger customer base and provide the best services to the
customers. Hilton Hotels is also trying the same thing because they want to expand their business
properly (Cook, Hsu & Marqua, 2014). They want to set up their business branches in the areas
which have not been highlighted as so popular a travel destination. One of the latest trends has
shown that people want to travel to less popular places and spend their holidays in an exotic
manner.
This is why the tourism industry is gearing up to expand their branches in the less known
places (Cook, Hsu & Marqua, 2014) They want to set up their branches in the regions where
very less number of people have gone. They do these things because they want to get rid of the
notion that only better known places are favorable for holiday destinations. There are some very
important aspects of this thing indeed (Munar & Jacobsen, 2014). The economy of the less
travelled places will develop in a big way if the hotels decide to open their branches in those
areas (Kozak & Martin, 2012). If the popularity of the less travelled places increases, the
pressure on the more popular places will decrease as well. This will be helpful for the
management and hotel authorities as well (Leung et al., 2013).
Social media use in Hotel Hilton
Hotel Hilton has tended to focus on the use of the social media in many ways. They have
implemented this communications strategy among their customers so that they can be aware of
their changing desires and provide them with the all the things that they need (Benckendorff,
Sheldon & Fesenmaier, 2014). They are willing to promote the lesser travelled holiday