Importance of Social Media Marketing in Hospitality and Tourism: A Case Study on Red Carnation Hotel

This report focuses on the importance of social media marketing in the hospitality and tourism industry, with a specific case study on Red Carnation hotel. The report includes a literature review on the benefits and drawbacks of social media marketing, as well as an evaluation of the social media strategies used by Red Carnation on platforms such as Instagram and Facebook. The report also provides recommendations for social media strategies for small and medium-sized businesses in the hospitality and tourism industry. The subject of the report is relevant to courses in marketing, hospitality, and tourism, and can be useful for students in colleges and universities.

DEPARTMENT OF
TOURISM, HOSPITALITY
AND EVENTS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Literature Review........................................................................................................................3
Evaluating the case study.............................................................................................................6
Discussion....................................................................................................................................8
Social Media Strategy/ recommendation for an organization...................................................11
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
Social media is defined as computer technology which include the application and website that is
use by the individual and business organization to create the content and discuss with
community. The definition of social media is encompassing of various tools such as blogs, social
networking sites and texting apps which play important role in the business. In other words, this
technology has provided a platform to every hospitality and tourism industries to offer their
various services to the customer. The external and internal environment of business is changing
day by day so to meet the demand of the changing nature H&T industry have to focused on
improving their services along with the business operation. Here, social media has helped Small
and medium size business to reach the market and targeted customer which increase the revenue
of the company and overall development of the organization. The social media provide various
sources for H&T such as building public relation, promotion of the company and the higher rate
of return on the investment which is very fruitful in growth of the firm.
This report is based on the Red Carnation hotel which is the medium size hospitality
industry and was named after the husband of the founder. They are currently running six hotels
in London. The headquarter of the company is situated UK and was found in 1984 parent
organization of company is the Travel corporation.
Furthermore, it has explained about social media strategies that are used by the organisation
from the point of different author. It will also evaluate the case study on the Red Carnation hotel
to find out facts and figure pertaining to social media strategy used by company to gain
competitive advantages. Moreover, the report will also throw light on the new social media
strategy followed by the company.
MAIN BODY
Literature Review
In the opinion of Chatterjee and Kar., (2020) by social media marketing refer to the
network that is used to promote the company services and product to customers that are living in
the society. They provide company with platforms to engage with the targeted and present
customer of the organization. They allow the firm to promote their visions, aims and culture. The
SMM has data analytical tool that allow the company to track their success. In simple words, the

social media can be said as the ability to advertise the data on the Web. Therefore, the social
media marketing can be defined as the form internet that help the companies to promote their
goals and enhance their organization.
According to Li and et.al., (2021) the social media benefits the hospitality and tourism in
many ways such as low cost marketing, improving brand image and effective engagement with
customers. The media provides the company with two-way communication with the targeted
customer which is also known as direct communication this promotes the transparency among
the consumer and company. Along with this it gives another advantages to the organization such
as the opportunity to build a goodwill in the tourism and hospitality business.
In the opinion of Chiang and et.al., (2019) the company has various benefits such as
increase in the sales the SMM gives various opportunities to the firm to convert the potential
customer to the actual customer. Along with that, it provides company how to measure the
success of organization such as google analytical tool which help in measuring the performance
of the company. This tool also helps an enterprise avoiding non-productive website. Beside that
it also helps company to connect with customer while using the social listening. It assists the
firm in knowing what are the taste and preferences of the customer and used to solve the
problems of customer. For instance, all social website all the company to sign in for free and
paid promotion. In simple word, it helps in increasing the rate of return while investing small
amount of capital and time. Together with this, it also helps company in knowing the market
insights also known as the research tools. This tool helps the company in knowing the customer
interest and opinion which is not possible to be known by the other strategies. The firm can get
the deep knowledge of the demographic of the customer so that they company can make the
product and services according to their needs.
However, on the other side Drahošová and Balco (2017) stated about the disadvantages
the company are facing such as exposure to competitors and put the company ate risk by
disclosing the strategy in front of the other challenger. Beside this it is very time-consuming
because the company need new content every time to promote the business. Furthermore, the
social media can harm the name of the brand like negative comments on the firm will affect
potential customer of the company. On addition to this it affects the rate on income because it is
a long term investment and very time- consuming which is not good for the small scale industry
as they want to increase their goodwill fast.

In the opinion of Chatter and Kar (2020) the company should use the social media tools
effectively if they are use inappropriately then the firm can lose their targeted and present
customer. However, the consumer is using the social media to keep check on performance of
various company so the firm should make turn on the social media platform such as Facebook,
Instagram, Twitter, corporate blog website so that they can reach out large customer and can
overall enhance the revenue of the organization. The social media is effective tool and everyone
has easy access to it along with this social media is a part of everyone life. SMM has allowed the
company to widen their network and enhance their knowledge regarding marketing.
As reported by Anaya and et.al., (2020) the small organizations (hotel) fears the social
media because they think it will harm the employee productivity or even damage the brand
image of the company. While social media plays an important role in improving the company
goodwill and communication. Moreover, the small and medium enterprises can educate their
employee about their social media policies so that they can work and participate within the
policies parameters.
In the view of Chen and Lin (2019) despite all this the social media can become the best
tool for effective branding and marketing purpose and play crucial role for connecting and
broadcasting the firm. The various tool that company can use is Facebook, LinkedIn, Instagram,
corporate blogs they can be used in many ways. For instant, the corporate blog such as Go
Daddy is website which can provide small business to promote their company, Instagram and
Facebook can be used as a marketing app whereas the LinkedIn is a tool which help the company
to keep track with their customer contacts.
According to Naya and et.al., (2020) the social media has open the range of opportunity
for the Hotel and tourism industries by providing various social sites such as You tube, Snapchat
and Pinterest which help the company knowing the preference and demands of their guest. Every
company use the advantages of social media marketing strategies such as opening their own
website. Social sites help the company in advertising the firm at global scale they provide
various stages to promote business such ads, group, and pages all these factors help organization
to represent themselves to interact with audience at large level. Similarly, it targets the potential
customer every social site has paid advertisement which can be set according to preferences of
the customer. For instant, the enterprise selects the young demographic to target the consumer
under the age of 35s who are interested in the subject result the business.

Similarly, if the company is selling the cloth of women they can target the customer of
that gender along with this they organization can make use of the advertisement for sale in their
local areas. Although the social site was introduced to connect with the people but now they are
considered as strong marketing tools that can be utilized by every size and type of business. It is
the best platform to increase the brand authority and widen their network. Social media
marketing will provide company with unbeatable benefits.
Evaluating the case study
The Red carnation has taken advantage of the social media platform such as web page in
which they present their details regarding the history, services which company is providing, the
reviews of their customer and what are their policies. This is considered as the most respected
platform because it is operated by the company its self and showcase recent data of the
organization. The firm provides the information on marketing sites such as Facebook, Instagram
and twitter regarding the rooms and property which help in attracting the customer and increase
the loyalty with the audience and the organization. The firm has already improved the website
details and design to attract the potential customer.
Currently, the website of Red carnation has contained important information which is
useful for the customer and is benefiting the company in many ways such as they quickly
provide their offers, upcoming activities to the customers. The firm is now easily communicating
with the large and future potential consumers. Along with this, the company has maintained their
popularity with their official website and this route is very profitable for the company. However,
the company has faced the negative impact like the customer has posted the negative comment
on the official website and that is why, firm has lost the several customers and brand image was
also affected (Martinus and Chaniago, 2017).
The company has also taken advantage of the Instagram by creating the business profile
which is beneficial for the Red carnation in improving with their business visibility, marketing
the hotel with wider audience and increasing the sales of the company. Along with this the
Instagram is providing the Red carnation with Instagram insights in this tool the firm has
observed about their real matrix like how their post and stories are performing. Such as including
the monthly and weekly impression, this helps in building the engagement with the customer and
improving overall marketing efforts. Beside that Instagram Add Contact feature is also beneficial
for the company in knowing their important contacts and visitors can easily contact them which

reduce the odds of losing potential customer. Further, the feature of Add swipe up links to
Instagram stories is big advantage for the Red Carnation this help them in increasing the
engagement with attracting pictures and video and with the recent feature of adding the music is
positive addition for the company. This swipe up link feature has make the life of the firm easier
now they can distract the customer attention to their website which overall help the company in
driving more traffic on their web page and improve the communication with the visitors. The
Instagram hashtag feature is also an advantage to the company which help the firm in promoting
their hotel profile worldwide which leads in increasing the brand image of the Red carnation.
However, every coin has two side so as the Instagram, their business profile is very
outstanding in increasing the revenue of the firm but it also come with some disadvantage which
can harm growth of organization. The Red Carnation has faced some of them such as
Advertisement is very costly on Instagram the cost price is $0.70-1.00 which can't be afforded by
the company as they are small hospitality industry along with this Instagram also have high rate
of investment and it mostly target the youth which is not beneficial for the company because
their target is not mainly focused on youngster they want all type of customer to run their
business. (Disadvantages of an Instagram., 2021).
Moreover, the company faced the challenge of the competitors the insights feature of the
Instagram make everything visible to the competitors. They are able to keep an eye on the
business strategies followed by the Red carnation such as which hashtag has been used by the
company to attract the customer or which age group they are trying to reach. All this hinder the
company plans and strategies they are utilizing in enhancement of their business.
While observing the case it has identified that the company is using the Facebook
marketing which is a unique powerful platform that is also very beneficial and give opportunities
for the company for growing their business. In simple words, the importance of Facebook for the
hospitality brand is rooted in simple fact that it works. The advantages which Red Carination
have from Facebook is that they have unique combination of scale and targeting which allow the
company to work on massive scale. It allows the company to pair their ads with large customer
of specific group which helped in increasing the network of the company and covering the
customer of regional and international level. Along with this company is taking advantage of the
Facebook Page where they share their information like discount and offer on their luxury suits or
various activities they are conducting. All this information promotes the company and encourage

the visitor to visit the hotel. The organization official page is having a creative cover which is
based on the things that make the hotel unique. The Red carnation is also providing the different
tabs on the Facebook which includes their offers, rooms, map, Facebook hotel review and others
sites review such as trip advisor so to attract the customer (Jaman and Anshari, 2021).
It also benefits the Red carnation in maintain the relationship with the customer the
company use the messenger feature of Facebook to solve their queries regarding hotel, they also
provide information about the vacant room or activities they are conducting. This feature helped
the company in better knowing the preferences and demand of the customer. And by solving the
problems of customer they are building a long term relation with them. Beside this, Facebook
helped in steer the traffic on the company website by providing the link on page the Red
Carnation are generating a strong marketing messages and with attractive website the company is
inducing the visitors to visit.
However, the negative impact of Facebook lead to disadvantage to the Red carnation
business such as loss of control as company account is public so some competitors, angry
customer or not satisfied employee has written inflammatory, derogatory comment on the
timeline of the firm which is visible to everyone. Such comments can otherwise harm the brand
image of organization and will lead to loss of customers. Beside this Facebook business account
is expensive for the Red carnation which increase the promotional expense of the company
moreover it affects the budget of the organization (Swani and Milne, 2017).
Discussion
Red Carnation is a hotel established in 1983, it provides best services regarding tour and
travels agencies. In today's world social media marketing is very common. It gives chance to
promote the activities and also follow the potential customers. The cited firm already using
social media as a main source of marketing (Camilleri, 2018). They connected with their
customer through WhatsApp, Facebook, Instagram, Pinterest, YouTube, Twitter and. With the
help of Facebook company can maintain the authentic relation with their audience. It is a free
marketing tool for promoting day to activities, Images, videos, links anything in regard to
targeted costumer. Audience are allowing to post their pictures and share the experience which
helps other to see their contents. On other side there are cons of Facebook such as some people
are avoided Facebook because they feel distraction towards real life. Sometimes, it decreases
face-to-face communication skills and lack of emotional connection.

Nowadays people are more active on the Instagram as well as YouTube. Instagram also
helps Red Carnation to grow with the brand awareness as well as introduce the new services. It
attracts people to increase the curiosity for travelling. This helps to improve the customer base
and engage with them. Some steps followed by Instagram to make their customer base strong;
such as Company should know what customers like to see on their Instagram page. Update
regularly to let people know about the lifestyle, values, location, personal beliefs etc. This extra
information helps to create precise profile for a typical consumer. Company can build the
customer relationship by asking questions, answering comments, posting standard contents and
allowing audience to understand the efforts beyond this. Such type of practices builds the long-
term relationship as well as connection with their fans and loyal followers. To reach new
customers by follow them back, inspiring them to share, like and comments, it helps to expand
the fan base (Pencarelli, 2020). On another side, Instagram causes the overcrowding and
environmental degradation. It influences kids and youngsters to live their life according to the
fellow-traveller. Sometimes people write offensive or bad comments on the posts. The negative
comments demotivate the other users as well as content writer.
YouTube is also good source for promoting the business. It is growing epidemically,
more than 4 billion people viewed the videos daily. If people use YouTube for business it can
help to easily engage with their audiences because this is the 2nd largest search engine and 3rd
most visiting website worldwide. According to researchers it has been confessed that YouTube
reaches to more UK and US adults, this video streaming application helps to do the social media
marketing. It is an online app for video hosting services which inspire people to share their
videos, including entertainment, instructions and promotions. Red Carnation will connect
through videos; it is the one of the biggest channel for social media marketing also offers lots of
opportunity to grow the business online. Cited firm can upload their day to contents on YouTube
to know people about their services. SEO let audience to control the keywords and title to come
with the google searches. It is important to post regularly on social networks with preliminary
content also get the audience to excited about the future releases (Tafesse and Wien, 2018). On
other side there are many disadvantages of YouTube for tourism industries. There will be no
privacy policies on this platform, anyone can see the content and allow making same. Any
advertiser can allow to put their video with our content, it helps competitors to attracts the
customer base on other side. Similarly, in context to company through YouTube this is easy and

possible way to come up with the advertisement on other channels. This is also let audience to
know about the travelling blogs by which it increases the followers, visitors and subscribers.
It is analysed through secondary research that social media becomes the direction to
extend the marketing campaigns with the wide range of consumers. Social media promotes the
connection between consumers and brands, meanwhile offers a personal channel as well as
currency for social networking and interaction (Chatterjee and Kar, 2020). Similarly, in the
context of chosen organization it helps audience to connected with daily activities of the
company. There are tools and approaches available for communicating with the audience that has
changed greatly with the emergence of social media. Moreover, social networking gains the
competitive advantages from updates of related company. With the help of literature review Red
Carnation focused on the improving the customer base and helps to extend the marketing
strategy.
Company will take the benefit from the secondary research statistics there are 48%
people are choosing their destination or next gateway with the help of Instagram posts. 35% of
them chooses the destination to discover the new places. It inspires Red carnation to follow the
Instagram for continuous growth. For the long term promotional activities researchers needs to
expand the deeper understanding which obtains from social platforms. This opens up a new
process for the world especially for small scale enterprises by providing monotonous prospective
interaction with existing customer as well as targeting customers. The search engine is a software
program which helps to find directly using the related phrases and keywords. Related keywords
for Red Carnation are hotels, flights, holiday, travel agency, destination, travel news, travel sites,
the best hotels etc. These are the most used keywords regard to tourism and events.
Red Carnation face many challenges in terms of social media marketing, company using
social media platforms to understand the quality and quantity of followers. The quality of
followers is not always as our expectation some of them are not relevant. Organisation will focus
on social media platform whether it is Facebook, twitter, Instagram and LinkedIn have their
unique audiences. Company have to identify and treat them accordingly. There are so many
strategies are changed according to their short-term and long-term period. Include attributable
milestones the company have a roadmap towards meeting the social media challenges. Social
media marketers pressurize the company to make the profile looks great. Without visualizations
and designs audience get bore out of it. Cited firm will ensure that the design teams have the

branded templates to improve the delivery speed. In this field more transparency and trust is
needed to push the customers away from the competitor’s doors (Dwivedi and et.al, 2021). Data
privacy and manipulation interrupt the confidence towards the brands. Content creators have to
build their stories like regular people, they can connect the audience with engagement of real
conversations.
As per the above discussion it can be analysed that social media has a huge impact on
Red Carnation. Audience can easily engage with networking sites and make themselves
connected. Company can influence people by social media in decision-making and planning
process of the trip. It also influences people socially and economically both the aspects (Husain
and et.al, 2020). The chosen firm deals with the attractive travellers, those who are on a trip or
returning from the trip and sharing their experiences. It is the means of creating, increasing
awareness of the destination, reach out to the masses, also encouraging travellers to plan their
journey, forward the destination image as a favouritism destination.
Social Media Strategy/ recommendation for an organization
Currently company using the Instagram, Facebook, Twitter and carter.com for the
promotion. It is to be suggested that company can be followed the SEO for increasing the
customer base as well as for the marketing. The strategies stand for Search Engine Optimization
which helps company to build up the trust and recognizance (Zhang, 2017). Also improve the
ranking and make easy for the costumers to find details about the Red Carnation. Further, it can
boost the ranking in search results. There are so many industries such as Booking.com, Airbnb
and Trip Advisor to take the business online with boosting up the digital presence of the
company with the help of SEO.

The benefits of using SEO within a company are as mentioned below:
 Company can use the keywords correctly to ensure the name of the services is not more
than 4 words. Related keywords for tourism industry are travelling, destination hotel, best
service providers, etc. (Barbar, 2019). Further, ensuring the keywords in simple in
language that can easy to understand by average person. The complicated words are work
against the search engine.
 SEM is the part of SEO, this is a process of obtaining the traffic on website through
purchasing advertisement on search engines. It is much faster than other process, for
gaining traffic the organization have to pay for the same. Social media marketing helps
tourism industry through various digital platforms such as, Google AdWords, Bing Ads
and Yahoo Search Ads. It gives good chance to being the company on the top. Activities
included by SEM are Paid search ads, PPC (pay-per-click), CPC (cost-per-click) and
CPM (cost- per-thousand impressions).
 Native Video Advertising is a form of marketing equipment that uses the languages of
the editorial content. It is the process of uploading video directly to different digital
platforms, also it is the perfect integration of the branded messages with the existing
contents.
 Mobile app development helps tourism industry to make all the booking under one roof,
this is the platform that offers most attractive Rebates (refund). It provides classy and
customized services to their customers according to their preference whether they choose
corporate trips or just for fun and relaxing. Moreover, this improved the productivity and
visibility of the services. The main benefit is to reducing the paperwork and ensures the
simply transactions.
 It leads to generate brand awareness for the company through keywords and images,
which work accordingly with the search. When the first page of the business will appear
it creates more traffic and know about the industry. It also leads to increase the revenue
for the same.
 This is the Cheapest social media marketing methods where many companies spent a lot
for it. It also includes the manipulation of keywords which appears on the website of the
company. The reach of social media is wider than the other sources because it targets the
worldwide market. With SEO services anyone in the world can access the business easily.

The process of SEO step by step-
 Step 1- Keyword research is usually the first step of the authorized SEO strategy. It helps
to know about the targeted customer by search using Google Suggest.
 Step 2- Find the keywords on google which are using in the first step to analysis the
homepage of the google.
 Step 3- create high quality content with the help of two options, the one is create
something different and the second one is to create something better.
 Step 4- To improve the search engine rankings with the help of links for the other social
media platforms that are correlated with the Google rankings.
 Step 5- This step is all about optimizing the On-Page SEO.
 Step 6- Optimize the search Intent with the help of The Skyscrapere Technique 2.0, also
rewrite the content according to the keywords.
 Step 7- To make the content looks awesome by graphics and Visualizations.
 Step 8- It’s time to build the link to the page for blogs and other posts of Instagram,
Facebook etc.
 Step 9 – Improve the content on regular basis to make updated and organic traffic.
One of the main advantages of the SEO is it is an inbound marketing strategy. This
involves to reach-out to customers whether they want to be part of it or not. This method focuses
on making easy to the customer of the Red Carnation. It also reviews and feedback from existing
customers which attracts to the new audience of the tourism industry. Search engine optimization
offers impressive and vast information within a second, it also increases the capabilities of
expanding the business. The visibility of search engine should be easy to read, navigate and find,
it is consistent in design and layout also, this can be downloaded easily.
CONCLUSION
From the above report It has been concluded that the social media has provided the best
platform for the small hospitality industry to grow and enhance their business and improve the
engagement with the potential customer. In addition to this the study also summarized about the
social media tools used by the Red Carnation such as Facebook, Instagram and official website
for increasing their brand authority and sales of the business. Along with this, the report
evaluate about the negative and positive impact of social sites on the firm business. Such as

solving the issues of customer which will build strong relation with them thus, it will lead the
sales of the firm. On the other hand, negative impact such the competitors and dissatisfied
customer review on the social website may harm the brand name. Therefore, the report
summarized about the recommendations that can be opted by chosen organization like using
SEO that will increase the traffic on official website that further assists in attracting more
customer towards it.
Furthermore, the report summarized that the social media strategies are very beneficial
for the organization as it will increase the brand awareness at global market which helps in
building the goodwill. Beside this, it helps in knowing the preferences and demands of the
customer which overall help the organization on satisfying the audience.

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