Increasing Trend of Social Media Marketing in the Hospitality Industry: A Study on Rosewood Hotel, London

This presentation explores the increasing trend of incorporating social media marketing in the hospitality industry, with a specific focus on Rosewood Hotel in London. It discusses the concept of social media marketing, analyzes its integration in Rosewood Hotel, identifies the challenges in adopting social media marketing, and recommends appropriate solutions. The presentation also highlights the benefits and effectiveness of social media marketing in promoting desired culture and reaching new customers.

UNIT NO: 4 RESEARCH
PROJECT

Overview
• Social Media Marketing has been increasingly adopted by not only big organisations but also
individual businesses because of its flexibility and ease to access a multiple number of customers
placed all over the world.
• In the current research, researcher will find out its increased usage in the hospitality industry today
and the problems that Rosewoood hotel is currently experiencing will be detailed.
• The research will comprise of all such facts and the challenges that the hospitality industry of UK is
facing suggested by the appropriate recommendations and conclusions.

Research aim and objectives
Aim: To evaluate the increasing trend of incorporating social media marketing in hotel industry A
study on Rosewood Hotel, London
Research Objectives:
•To understand the concept of social media marketing
•To analyse the integration of social media marketing in Rosewood Hotel
•To ascertain the challenges in adopting social media marketing
•To recommend appropriate solutions for incorporating social media marketing in Rosewood Hotel.

RESEARCH METHODOLOGY
Particulars Research methods selected
Research type Qualitative
Research approach Inductive
Research philosophy Interpretivism
Data collection Primary and secondary both
Sampling 20 managers of Rosewood has been selected
referring random probabilistic sampling method
Data analysis Thematic perception test technique will be used
for analysing gathered data set
Reliability and validity

Theme 1: Maximum number of managers have been working for 15 to 25
years in rosewood hotel.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
0 to 5 years 2 10%
5 to 15 years 4 20%
15 to 25 years 8 40%
More than 25 years 6 30%
TOTAL 20 100%
10.00%
20.00%
40.00%
30.00%
0 to 5 years
5 to 15 years
15 to 25 years
More than 25 years

Theme 2: Building customer relationship and reaching new customers are the
key concept of social media marketing.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Basis for decision
making
3 15%
Building customer
relationship
7 35%
Reaching new customers 6 30%
Increase brand exposure 4 20%
TOTAL 20 100%
15.00%
35.00% 30.00%
20.00%
Basis for decision making
Building customer relationship
Reaching new customers
Increase brand exposure

Theme 3: Highly agreed, integration of social media marketing helps in higher
operational performance.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Agreed 4 20%
Highly agreed 8 40%
Disagreed 3 15%
Highly disagreed 2 10%
Neutral 3 15%
TOTAL 20 100%
20.00%
40.00%
15.00%
10.00%
15.00%
Agreed
Highly agreed
Disagreed
Highly disagreed
Neutral

Theme 4: Changing technology, is a major challenge faced in adopting social
media marketing.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Changing technology 10 50%
Lack of training 4 20%
Dipping organic reach 6 30%
TOTAL 20 100%
50.00%
20.00%
30.00%
Changing technology
Lack of training
Dipping organic reach

Theme 5: Yes, social media marketing helps in promoting desired culture and
reaching new customers.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Yes 13 65%
No 2 10%
Maybe 5 25%
TOTAL 20 100%
Yes No Maybe
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7 65.00%
10.00%
25.00%
% OF RESPONDENTS

Theme 6: Highly agreed, social media marketing is considered to be one of the
most cost effective and versatile strategy to reach target audience.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Agreed 3 15%
Highly agreed 10 50%
Disagreed 2 10%
Highly disagreed 1 5%
Neutral 4 20%
TOTAL 20 100%
15.00%
50.00%
10.00%
5.00%
20.00%
Agreed
Highly agreed
Disagreed
Highly disagreed
Neutral

Theme 7: Yes, social media marketing helps in immense ease and flexibility.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Yes 14 70%
No 2 10%
Maybe 4 20%
TOTAL 20 100%
Yes No Maybe
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
70.00%
10.00%
20.00%
% OF RESPONDENTS

Theme 8: Facebook, is considered the most effective social media marketing
platforms.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Facebook 6 30%
Instagram 5 25%
Twitter 2 10%
LinkedIn 4 20%
YouTube 2 10%
Pinterest 1 5%
TOTAL 20 100%
30.00%
25.00% 10.00%
20.00%
10.00%
5.00%
Facebook
Instagram
Twitter
LinkedIn
YouTube
Pinterest

Theme 9: Effective appropriate solutions for incorporating social media
marketing in rosewood hotel.
Interpretation: From the above conducted research study from 20 managers of Rosewood Hotel,
maximum number of managers has sought to analyse that, in order to incorporate social media
marketing into the hospitality industry the management should focus on developing a website. They
can also develop a social media page on Facebook and Instagram for the Rosewood Hotel. They can
make people aware about the services offered by the hotel company. This helps in better interaction
with the audience. The Rosewood Hotel company can also focus on creating a blog which in turn
helps in creating higher operational growth. The management of the company can add the URL of the
website on social media pages which helps in catering attention of large number of customers from
across the globe.

Theme 10: Effective social media strategies for the company.
Interpretation: From the above conducted research study from 20 managers of Rosewood Hotel,
maximum number of managers has sought to analyse that, adapting to differentiating theories
marketing activities leads to higher operational growth to the company. Adapting to Google Ads,
Maps, etc. helps in effectively carrying out business operations. Creation of blog and effective content
marketing strategy, chatbots, use of brand advocates, etc. are considered to be an effective strategy
which in turn leads to higher sustainable growth. Establishing the social media budget, creating
effective profits on relevant channels, and also creating personalized experience is considered to be an
effective strategy for the Rosewood Hotel company.

CONCLUSION
it has been summarized that, social media marketing is considered to be a strategic tool which helps in
promoting desired culture and reaching new customers. It has been analysed that, social media
marketing is an effective tool as it is considered to be one of the most cost effective and versatile
strategy to reach target audience. It has been examined that, chatbox, use of content marketing
strategies, use of brand advocates, diverse content strategy, etc. are effective social media marketing
strategies which h in turn leads to higher sustainable growth and helps in catering target customers.

REFERENCES
Chang, Y.C., Ku, C.H. and Chen, C.H., 2017. Social media analytics: Extracting and visualizing Hilton hotel
ratings and reviews from TripAdvisor. International Journal of Information Management.
Del Vecchio and et.al., 2018. Creating value from social big data: implications for smart tourism
destinations. Information Processing & Management. 54(5). pp.847-860.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research project. Sage.
Godey, B. And et.al., 2016. Social media marketing efforts of luxury brands: Influence on brand equity and
consumer behavior. Journal of business research. 69(12). pp.5833-5841.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications Limited.

THANK YOU!