Impact of Social Media Marketing on Savoy Hotel

Research Project

Abstract
Social media marketing is an important tool which is used by company to market the
products and services and reach to a large number of customers. It is a medium which is used by
most of the people so it can be used by companies in order to improve their brand image and
influence more number of customers so that its sales can increase. In this report the impact of
social media marketing on Savoy hotel will be researched so that it can be strategically used in
increasing sales of company.

Table of Contents
Abstract............................................................................................................................................2
Research Topic.................................................................................................................................4
Chapter 1-Introduction.....................................................................................................................4
Aims and objectives...............................................................................................................4
Research rationale..................................................................................................................5
Chapter 2-Literature Review............................................................................................................5
Chapter 3-Research Methodology...................................................................................................7
Chapter 4-Analysis and Findings...................................................................................................13
Chapter 5-Critical appraisal, Recommendations & Suggestions...................................................19
Chapter 6- Conclusion...................................................................................................................20
REFERENCES..............................................................................................................................21

Research Topic
“To study the impact of social media on marketing management of a business in
hospitality industry”: A study on Savoy Hotel.
Chapter 1-Introduction
With the increase in use of internet both personally and in businesses, the importance of
social media has also increased as it is a platform which help in reaching to a large number of
people all across the world and also is time and cost effective. Social media work as a platform
for businesses so that they can market about their product and services through them and reach to
their target customers so that they can be attracted and the sales of company can increase.
Engaging with customers and leads on social media can also help the businesses in building a
strong customer base thereby enhancing customer relationships and creating a strong brand
image which also help the businesses in being competitive (Collings, Mellahi and Cascio, 2017).
Businesses in hospitality industry can also use social media to market their products and build
good relations with customers so that they can be attracted and sales of business can increase. In
this report Savoy Hotel is taken which is a luxury hotel located in Westmister, London, UK and
was established in 1889. This hotel was the first to introduce high standard quality of hotel
service, entertainment and elegant dining which attracted royalties and rich and powerful guests.
In this report a research is conducted so that the importance of social media in marketing
hospitality industry can be understood. With the use of various research tools, methodology,
Gantt Chart etc. the research will be conducted so that effective results can be drawn.
Aims and objectives
“To investigate the influence of digital marketing on the promotional activities of a
business operating in hospitality industry”: A case study on Savoy hotel.
Research objectives
 To analyse the importance of social media in hospitality industry
 To assess positive and negative impacts of online marketing on hospitality sector
business.
 To develop strategies for overcoming the challenges faced by the firm operating through
online channels

 To recommend appropriate ways in which online marketing channels can be used for
marketing in hospitality industry.
Research questions
 How is social media important in hospitality industry?
 What are the positive and negative impacts of online marketing in hospitality industry?
 What are the strategies that can be used to overcome challenges while using online
marketing?
 What are the ways in which online marketing can be used efficiently?
Research rationale
The rationale of conducting this research is that the topic is very interesting and is related
with the contemporary issue of the use of social media as a marketing tool by businesses. This
research topic will also help the researcher in broadening their knowledge on the importance of
social media marketing for hospitality industry so that it can be effectively used. Also the ways
in which the challenges of using social media can be dealt can be formed by the researcher which
will help in their personal and professional development. This will improve their research skills
so that more projects can be taken in future (Böhmer and Schinnenburg, 2016).
Chapter 2-Literature Review
Importance of social media in hospitality industry
As per the views of Roxii, 2018, the use of social media is vital for any business as it help
in creating strong and healthy relations with their customers, create a string brand image and also
in getting a SEO content which help them in making their marketing efforts more effective. For
hotel industry social media plays an important role in marketing about their products and
services by being visual on various social media platforms so that its customers can get a feel of
the experience they can get while they stay at the hotel. In 2017, Travolution reported that more
than 40% of millennial books their hotels based on visual experience they get from social media
sites about the hotels (Tafti, Mahmoudsalehi and Amiri, 2017). Thus, it can be said that social
media plays an important role in marketing about the hotels and increasing the sales by attracting
more number of target customers through improvement in SEO updates.

Positive and negative impacts of online marketing in hospitality industry
According to the views of Jayne, 2019, there are various negative and positive impacts of
social media on hospitality industry which affects its reputation in market and also help it in
dealing with competition. The positive impacts are that social media is a vast platform which
help in reaching to a large number of customers at a single point of time and attracting them
through the visuals of products and facilities that will be available at the hotels. Social media
also help in creating SEOs through which target customers can be known so that the marketing
strategies can be focused on them which can help in attracting more number of customers
(Saboo, Kumar and Ramani, 2016). However, there can be various negative impacts like
negative reviews from customers on their sites can affect the overall image of the hotel and can
also de-motivate customers in purchasing their services. Also as marketing done online do not
have the physical staff involved this lacks the authenticity and reliability of the hotel and can
affect the position of hotel in industry.
Strategies that can be used to overcome challenges while using online marketing
As per the views of Dan, 2020, there are various challenges that are faced by businesses
while marketing through online platform like finding the appropriate content that can help in
attracting its target customers so that they can rely on the online ads that are posted by the
company. This challenge can be overcome by using famous personalities as brand ambassadors
based on whose reference the trust of customers can be gained. The increasing number of
competitors are using online platform to market their products which affects the ability of
company in reaching to its target customers (Djafarova and Trofimenko, 2019). By using
customer-centric approach the company can efficiently market the products to customers and
attract them to their products. Securing enough budgets for marketing online is another challenge
which is faced by companies which can be overcome by managing the finances of company so
that appropriate amount of money can be spared for online marketing.
Ways in which online marketing can be used efficiently
According to the views of Vikas, 2018, it is important that marketing is made efficient
and effective so that targets can be achieved on time while increasing the company’s customer
base so that a strong brand reputation can be built. The companies can use various ways so that
the online marketing can be made effective like by using social media influencers to reach to the
target audience and to attract them to buy company goods. It is also important that the customers