This research project aims to critically analyze the impacts of social media on the hotel industry, specifically focusing on the Holiday Inn Hotel-Camden Lock Hotel in London. The objectives include understanding the meaning and types of social media, determining its applications for the hospitality industry in London, exploring the impacts on the Holiday Inn Hotel, and suggesting new ways to increase the effective use of social media for various benefits. The research methodology follows a positivism research philosophy, inductive approach, descriptive research design, and uses primary and secondary sources of data collection. The themes identified include the presence of employees in the marketing department, active use of social media by the hotel, the dominance of Facebook as a platform, the aim to gain customer attention, ongoing customer engagement, bidirectional conversation, generation of higher converting leads, meeting business objectives, and increased customer engagement. The conclusion highlights the hotel's active presence on social media, the importance of ongoing customer engagement, bidirectional conversation, and meeting business objectives. Recommendations include creating better headlines and titles, using customizable posting features, sharing information at the right time, and not being afraid to post multiple times. The references include works on population health research methodology, service-learning, youth participatory action research, and research methodology.
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