Evaluating Social Media and Mobile Technology for Global Grange Hotel

This report examines the use of digital technologies, specifically social media and mobile technology, within the context of the Global Grange Hotel. It begins with an introduction to digital technologies and their application in the hospitality sector, highlighting the benefits of social media and mobile technology for hotels and their customers. A literature review explores the importance of these technologies for hotel growth and customer retention, the critical impacts of the hotel's current social media strategy (Instagram and Facebook), and strategies to mitigate any negative impacts. The report then presents a case study of the Global Grange Hotel, discussing the impacts of its social media strategy and mobile technology, and proposes a new, detailed social media strategy. The analysis includes the use of customer reviews and feedback, importance of official website, 24/7 customer care service and the use of infographic. The report concludes with a summary of the findings and recommendations for improving the hotel's digital presence and customer engagement.

Digital Technologies in the
Visitor Economy

Table of Contents
INTRODUCTION...........................................................................................................................3
LITERATURE REVIEW................................................................................................................4
Importance of social media and mobile technology in the growth and development of Global
Grange hotel.................................................................................................................................4
Critical impacts of current social media strategy of Global Grange hotel..................................5
Strategies or ways of reducing negative impacts of current social media strategy of Global
Grange..........................................................................................................................................6
CASE STUDY.................................................................................................................................7
Discussion on impacts of social media strategy and mobile technology.....................................7
New Strategy.................................................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
Digital technologies refers electronic tools, devices, systems and resources that help
companies in generating, storing and processing data (Orben and Przybylski, 2019). Some
examples of digital technologies that are being used by several companies and hotels include:
social media, mobile phones and multimedia. This present study is based on Global Grange that
operate a chain of hotels. It provides accommodations and appropriate hygiene venues for
events, bars, meeting and dinning services. Headquarter of this hotel is in London, UK. This
present study is going to discuss social media and mobile technology and ways as how it is
making beneficial for hotels and customers as well. There are several advantages that this study
will discuss. This study will show some importance or advantages that Global Grange hotel can
take by making use of effective social media strategy and mobile technology with the help of
string views of authors. With strong and critical views of authors, this study will also show some
advantages that customers can take with social media strategy, taken or used by hotels and ways
as how hotel can improve its performance, increase customers' satisfaction and can improve
brand as well.
Further, this study of digital technologies in the visitor economy will discuss some
challenges or problems that hotels face while making use of mobile technology and social media
strategy. Some main problems that this study will discuss include: negative reviews or feedbacks
of customers, lack of face to face communication. These problems create barriers in the path of
success and also influence decision-making of buyers regarding buying products and services. It
will then discuss appropriate ways or strategies of decreasing all negative impacts and ways of
improving social media strategy. Some ways that this study will show in literature are: making
use of infographic, making use of clear and attractive content, using effective social media
channel and others. Rather, discussing ways it will recommend appropriate and new social media
strategy that Global Grange hotel can use and accomplish all its pre-determined goals. One of the
main objectives of hotels of making use of mobile technology and social media strategies is to
take competitive advantages, increasing customers' satisfaction rate and improving image in the
eyes of stakeholders. New and effective suggested social media strategy can help both customers
and hotel in improving productivity and experience.

LITERATURE REVIEW
Importance of social media and mobile technology in the growth and development of Global
Grange hotel
In regard to social media and mobile technology it can be said that it has changed the
world completely. There are several advantages of social media and mobile technology specially
for hospitality sector. There are several hotels and tourism organizations that have made
themselves able to become competitive and making an effective position in the market. In the
context of importance of mobile technology and social media. Praničević and Mandić, (2020)
said that it can help hotels in attracting customers and retaining them with the long run. The main
reason behind this is digital consumers or people of the age group of 15-45 spend their lot of
time on social media. For buying products and services they do not go to physical stores, and
they buy products and services online. It saves their time and travelling cost as well. Due to busy
schedule, people find difficulties to go to stores, hotels and make their booking, so they prefer
online booking. It is all possible with mobile technology and social media. So, one of the main
advantages that Global Grange hotel can take by making use of mobile technology and social
media is attracting customers. By providing all information related to hotel, rooms, food
availability, parking facilities and others to customers on official page on social media, it can
increase hotel booking numbers and increase sales as well.
Kim and Kim, (2017) argued and said that according to them, taking competitive
advantage is one of the main effectiveness and importance of social media as well as mobile
technology. When functions are being performed by making use of mobile and internet like
providing online services, online information and others, hotels can communicate and interact
with their customers. All marketing functions can be done by mobile technology. Social media
marketing is one of the main keys of success of hotel and competitive advantages. For more
supporting this view Michopoulou and Moisa, (2019) stated and said that customers can solve
their queries and ask questions to customer service providers online. They can get immediate
response for their queries related to services and products. Social media and mobile technology
is making hotels able to interact with global customers at a time as they do not require meeting
with them individually. It saves their time and cost and by providing answers of all questions of
their customers and people they can make them loyal. Loyal people are more likely to stay with
the company and also help in promoting their brand. So, by making effective use of social media

and mobile technology, Global Grange can compete with large hotels and can also make an
effective and string position in the market.
Tan and et.al., (2018) contradicted and said that social media and mobile technology only
keeps hotels updated. With the changing time, all sector of organizations requires updating them
for adapting changes. Those companies and hotels that cannot adapt changes are more likely to
suffer. One of the main example of it is Covid-19 climate change situation. All those hotels that
are able in making use of mobile technology and social media, have made themselves able to
continue their functions from work from home. But those companies and hotels that are not able
in using technology, suffered the most due to changes. So, overall it can be said that social media
and mobile technology increases flexibility of hotels, and they can perform functions without
getting affected the most.
Critical impacts of current social media strategy of Global Grange hotel
There are several ways of marketing and strategies by which hotels can attract their target
market as well as accomplish their goals. In this digital era, several organizations of different
sectors are making use of mobile technology and social media strategies. Such social media
strategies are helping out hotels in attracting customers, increasing performance, productivity
and improving image. In the regard to Global Grange hotel it is found that it makes use of some
social media platforms in its current social media strategy such as: Instagram and Facebook. In
this context Solomon and van Klyton, (2020) said that social media strategy has several positive
impacts. When hotels make use of Instagram and Facebook social media platforms as social
media strategy then they are more likely to grab attention of global customers. Global Grange
can attract customers of different cultures and countries by updating al information along with
clear pictures and attractive content. People spend their time in such social media platforms and
when they get all information on these platforms then they can take better decision and can
compare all facilities related to services with other hotels. Lei, Nicolau and Wang, (2019) argued
and said that social media and mobile technology can have some negative impacts as it can
influence customers decision related to buying products. Hotels that make use of mobile
technology and social media, they provide opportunities to their customers for sharing their
views. Some customers provide negative feedbacks as per their experience and satisfaction level.
When new customers make buying decisions then they mainly focus on reviews given by
existing customers and when they see any negative feedback or review then they change their

mind or buying decision. So, it is one of the negative impact that social media and mobile
technology can have on performance of hotel.
Lamberton and Stephen, (2016) contradicted above view and in the context of
effectiveness of current social media strategy used by Global Grange, said that by making use of
all social media platforms, this hotel can motivate customers and makes them feel valued. When
customers give some negative reviews then they suggest company about improving their services
and by taking such reviews in a positive manner, this hotel can take advantages. By focusing on
all issues and areas in which they require improvement, when hotels make improvements as per
the views and requirements of their customers in a timely manner then it makes them feel valued
and motivate them towards staying with the company. So, it is the main effectiveness of current
social media strategy of Global Grange. Kim and Kim, (2017) said that breaches of information
is other main negative impact as companies share their personal and professional information.
Other companies can make undue advantages of such information and can take advantages of
external opportunities.
Strategies or ways of reducing negative impacts of current social media strategy of Global
Grange
It is found that Global Grange hotel is facing some problems related to social media and
mobile technology but there are some ways by which it can reduce all negative impacts. In the
context of ways Hudders, De Jans and De Veirman, (2020) stated that using appropriate social
media channel is one of the main key of this plan. It is important for hotel of selecting better
channel as it should focus on its official website rather than making use of several social media
platforms. Official website increase accuracy and customers can protect themselves against
fraud. There are several small and medium-sized hotels and companies that have made or created
fraud pages on Instagram and Facebook. Pages on these platforms are not reliable and customers
cannot trust completely. So, developing effective official website with all important information,
this problem can be solved out. Zhang and Cabage, (2017) also said in this regard that by
providing 24*7 customers care services to customers, negative reviews can be turned out into
positive. Customers only want qualitative products and services so by listening to their views and
making changes in a timely manner, customers' satisfaction level can be increased. Social media
and mobile technology give advantage to companies of measuring effectiveness of their plan as
well as knowing needs of their customers with SEO. Hotel can know that which types of services

customers prefer with the help of search engine optimization as they can see history and search
items by customers. It helps them out in satisfying customers needs and increasing sales as well
by developing strategies and making changes in products and services accordingly.
According to the view of Huang and et.al., (2018) infographic plays a vital role as they
can help hotels in attracting customers and can make social media strategy successful.
Infographic and images provide clear and detailed information to customers. Customers find
easier in getting information clearly, quickly and concisely. It can also be suggested to Global
Grange hotel that it should focus on including business watermark so that its brand can gain
exposure because infographic gets shared across the web. For more effectiveness and attracting
customers and making them loyal towards brand it can link it to its site. Muhsin and Al-Ibadi,
(2020) also stated that by making use of effective content that tells story of brand success to
customers, it can attract customers and makes them loyal. So, by focusing on all these strategies,
Global Grange can compete with large hotels and can take several advantages.
CASE STUDY
Discussion on impacts of social media strategy and mobile technology
In the context of impacts of social media strategy and mobile technology on performance
of hotel it can be said that it provides several benefits. There are several benefits or positive
impacts can be discussed in a detailed manner that social media strategy of Global Grange can
have such as:
Brand building: Social media or Instagram and Facebook social media strategy plays a
vital role and it is known the most profitable digital marketing platforms. It can help this Global
Grange hotel in improving image as it can boost brand visibility among potential customers.
With the help of Instagram and Facebook social media strategy, hotel can reach to global
customers and by continuous communication with them, it can increase loyalty (Cawsey and
Rowley, 2016). Social media customers service strategy helps companies in improving image
and customers find easier in recognizing brand and making buying decisions.
Creates word of mouth: In the case of Global Grange hotel it is found that this small
scale hotel is making use of effective social media strategy. By making use of Instagram and
Facebook platforms, employers can communicate and interact with their customers that can
makes them feel valued. It saves time and cost of both, customers and companies and by
providing all information in a detailed manner to customers via these platforms, word of mouth

can be evolved (Impacts of Social Media on Businesses, 2020). It is also stated that customers
focus on reviews as well as personal recommendations while making online buying decisions. It
helps them out in buying better products and provides value to them.
Rather, advantages, there are some negative impacts that can also be discussed on the
basis of above literature such as:
Influence buying decisions: It has been shown and discussed in above literature that
when hotels make use of social media strategy and mobile technology then customers are
allowed to share their reviews. As per their experiences and satisfaction they provide both
positive and negative comments. Positive comments can have several positive impacts and can
increase sales. But negative reviews and feedbacks can influence buying decisions of customers.
It is stated that around 70-72% people focus and consider reviews given by existing customers
and negative reviews can change their mind of buying products and services. It can decrease
sales of companies (Palalic and et.al., 2020). From the case of Global Grange hotel it is found
that it has lost some of its customers because of this reason.
Poor image: Negative feedbacks and reviews given by some people can also affect
image of the company. It does not only influence customers' buying decisions but also can affect
overall image of hotel. Some customers and people consider reviews to the great extent and with
only some negative feedbacks and reviews they change their decision and also tell their relatives
about them. Without even making use of services and products they affect image by words of
mouth. With this, hotel can find difficulties in regaining image in the eyes of customers and
stakeholders and being in the competition as well (Kim and Park, 2017).
So, from the above discussion it can clearly be said that social media strategy and mobile
technology have both critical, positive as well as negative impacts. It all depend on selection of
social media strategy and its effectiveness. Ways of making use of social media strategy and
mobile technology makes companies and hotel able in taking several advantages and
accomplishing goals as well. So, it is important for Global Grange hotel of making use of
effective social media strategy and consider customers' reviews with effectiveness and in a
timely manner (Zhukov and et.al., 2018) YouTube Advertising and online videos can also help
this hotel in grabbing attention of customers and can motivate them for buying products and
services.

From the case of Global Grange hotel, it can also be said and discussed that because of
competing with large hotels and organizations of hospitality sector they require heavy investment
in technology. Mobile technology and social media strategy provides them several benefits but
because of requirement of heavy investment, initially it can increase cost. It is also stated that
due to operating at lower and small scale it finds some problems due to lack of finance. For
taking advantages of all external opportunities and social media strategy, they need to select and
develop appropriate sources of funding. It is also become main task for them while making plan
about social media strategy and mobile technology. So, it can be said that in the regards to social
media strategy that it has both negative and positive impacts and only those companies and
hotels can take fully advantages that have string financial stability. Other main resource that is
required for making social media strategy successful is human resources. Skilled workforces are
known and considered as the main important resource of the hotel as they perform all functions.
They are responsible for success and failure of the company. So, it is also stated and discussed
that along with making use of effective strategy of social media it is also important motivating
employees for making them able to improve their performance. It is the main factor that should
be considered by hotel and by doing so, some negative impacts of social media strategy can be
reduced and improvements can be done (Schwemmer and Ziewiecki, 2018). By providing
motivation in the form of bonus, finance and non-financing manner, hotel can take several
advantages of external opportunities and competition.
Further, it can also be discussed on the basis of above literature that by making use of
several strategies and tools, negative impacts of social media strategy can be reduced. Some
effective strategies that have been shown in literature have several positive impacts. In this
regard it can be discussed and say that 24*7 customer services is one of the effective ways.
When hotels provide 24*7 customer services then it can satisfy needs of customers and can
improve their experience. When customer service providers solve their queries in an immediate
and timely manner and customers are more likely to stay with the company. It can increase
image of hotel in the eyes of stakeholders. Improved image is other main key of success and
companies do not require focusing on marketing and can expand business with effectiveness.
They can compete with large hotels by retaining customers and by solving their problems in a
timely manner. So, overall it can be said that these strategies can help Global Grange hotel in
expanding its business, becoming the market leader and increasing sales as well.

Infographic: Social media provides businesses a special competitive advantage to showcase
themselves through the means of creative utilization of images in front of the customers in such a
way that customers can efficiently evaluate the type services which are provided by the
organizations. Due to this effective pictorial representation of images social media is a much
more effective for attracting wide range of customers towards the organization because of which
it can achieve a high level of brand awareness. Due to this creative use of infographic marketing
organizations like Global Grange are able to increase their customers count because of which it
is able to achieve a efficient economic position because of which it can make sure that it is able
to achieve its organizational goals (McGruer, 2019). Infographic also empowers organization to
develop high-quality backlinks by which it can make sure that it is able to achieve efficient brand
level by attracting new customers towards the organization because social media empowered
customers to share the content with each other. Due of which by developing creative customer
attracting content Global Grange can make sure that customers are able to share the
organizational representation with each other by which company can make sure that
organizational advertisement is done from customer side which is more effective.
So it can be evaluated that digital technologies are an effective way for increasing
organizational sales by increasing organizational brand awareness. This happens because
improvement in digital technologies is motivating customers to increase their engagement in
social media marketing because of which social media is having wide range of customers and by
advertisement in social media company can make sure that it is influencing customers to increase
their engagement in organizational activities by which chances of goal achievement can be
increased. With that effective utilization of digital technologies also develops an additional
source of revenue for the company because by developing effective creative advertisement
company is attracting customer traffic because of which this will also act as an additional source
of revenue generation. Through this company can not only regain its investments done in digital
advertisement but also can use this for evaluating the effectiveness of develop organizational
advertisement by analysing the insights of the advertisements. Thus chances of goal achievement
can be increased because through this company can make adjustments accordingly by which it
can make sure that it is having sufficient amount of brand awareness.

New Strategy
Digital technology is an effective way of creating organizational brand awareness by which
company’s sales can be increased. This effective way will empower organization to increase its
reach to wide range of customers effectively and efficiently in different geographic locations.
Due to which company must implement several new creative ways by which it can make sure
that it is able to attract new customers because of which it has to implement several new
customer attracting digital means. Following are the way by which Global Grange can increase
its customer count.
Implementation of chat bots-
The number of social media users are increasing day by day because of which Global
Grange must make sure that it is able to increase customer’s engagement in organizational
activities because of which it must implement special chat bots which are provided through
various social media platforms. Through the implementation of these bots’ company can make
sure that customers are empowered to provide feedbacks and suggestions regarding the type of
experience which they want to have during the engagement with the company (Kaczorowska-
Spychalska, 2019). Due to this increased communication with the customer’s company can
ensure that their suggestions are being taken into consideration with the company by which
customers can be motivated to increase their engagement with the company. Thus it increases
customer’s engagement in organizational activities and also at the same time reduces the chances
of brand switching because of which company can concentrate its efforts for attracting new
customers.
Contact less infrastructure-
In the present time digital technology has introduced several advancements because of
which Global Grange must also implement several technological advancements in its work area
as well. Like remote check in and check out which is achieved through the use of digital
advancement in which customers can be make registrations through the organizational
application and can automatically get room allotment during the entrance by which time
consumption during check in and check out can be reduced (Gupta and Narayan, 2020). This will
motivate customers to increase their engagement in organizational activities because this
increases personal space for the customers and with the through this application customer can
also make payment to the organization by which it increases the efficiency of customer

experience. Due to this global Grange can make sure that customer satisfaction is achieved
because of which customer’s loyalty with the company is also increased. This contact less
infrastructure will be more beneficial for the organization because by implementing
technological advancements in the organizational working it Global Grange can make sure that it
is able to synchronize the working by which high output can be achieved in minimum
expenditures because of which work productivity will be increased.
Short video advertisements-
Global Grange can also increase customer’s engagement in organizational activities by
increasing its advertisement with social media influencers who advertise themselves through the
means of social media and having a large fan base because of which company can advertise its
self in such a way that it is able to attract wide range of customers. For achieving this company
can make its engagement with the short video developers like YouTubers and many more which
provide detailed experience based review to their viewers because of which Global Grange can
make sure that it is able to increase its sales (Hussain and et.al, 2017). The short videos can also
be used by the organization for advertising itself through the means of traditional marketing in
which advertisement is done through the means of TV and radio because of which it can increase
organizational sales by increasing customer count.
Email Marketing-
Email marketing is an effective way for developing and increasing customer’s
engagement in organizational activities. This happens because emails are used by organization to
effectively advertise itself in front of the customers for increasing brand awareness for
introducing new product or services to the customers. This email marketing can also be used
taking feedbacks from customers by which company can make sure that it is able to evaluate the
weak areas which are making negative impact on customer’s experience with the company
because of which can make concentrated efforts for overcoming these weaknesses (Sahni,
Wheeler and Chintagunta, 2018). Therefore, Global Grange must implement email marketing for
increasing customer’s engagement and reducing chances of brand switching because by working
on its weak areas. With that company can also use this email marketing for introducing the
creative changes which are made by the organization or to introduce new product or services
which are provided to customers for increasing their experiences with the organization.
Integration of Traditional and Digital Marketing-