Digital Media Marketing Strategy for Grecotel Hotels

This project evaluates Grecotel, a luxury hotel chain in Greece, focusing on its brand promise and digital media marketing strategy. The student analyzes Grecotel's current brand promise, which emphasizes memorable experiences and superior service, and assesses its alignment with digital media channels. The project explores the integration of the brand across various digital platforms, including the website, Google, Facebook, YouTube, Instagram, and Twitter, identifying opportunities for further integration. It also addresses the competitive landscape, customer base, and market trends, recommending changes to the brand promise and marketing strategies to enhance customer engagement and market share. The project culminates in an event marketing plan for the 2024 Euro Cup, outlining promotional offers and digital media strategies to attract international guests. The student suggests leveraging social media, offering discounts, and creating engaging content to boost brand visibility and drive bookings. The overall objective is to create a comprehensive digital marketing strategy that effectively communicates Grecotel's brand promise and achieves its marketing objectives. This assignment provides valuable insights into digital marketing strategies within the hospitality sector.

Running head: MARKETING THE HOSPITALITY BRAND THROUGH DIGITAL
MEDIA
MARKETING THE HOSPITALITY BRAND THROUGH DIGITAL MEDIA
Name of the Student
Name of the University
Author Note

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PART 1
Introduction
The main aim of this paper will be to evaluate the brand promise that is provided by
Grecotel, the largest luxury chain of hotels in the region of Greece. Alignment as well as
refinement of this brand will be done with the context of digital media in the modern world
perspective. Integration of the brand across all the channels possible will also be evaluated in
this paper. At last, the brand will be projected to the global customers, who are the main
factors of revenue earning of this organization. In this context, it can be said that hospitality
sector is one of the toughest sector among all other business sectors in the world.
Brand Promise
The organization which has been identified to study in this paper is Grecotel, which is
the largest luxury chain of hotels in the region of Greece. There are overall 35 properties in
Greece, and almost 6,100 employees are employed in all these properties to serve the guests
and tourist from different regions of the world. The hotel chain is the part of N.
Daskalandonakis Group, which can be termed as the family business, and includes 60
organizations under this group, which can also be termed as the largest tourism operations of
businesses in the region of Greece (Grecotel.com 2019). The hotel chain is known for
offering superior services to the international guests and tourists, and this is the unique
service which is offered by the management of this chain and helps to attract new people
from the global competitive hospitality market place as well as retaining their old customers.
The mission of this hotel group is to offer dedicated service in the context of
mastering craftsmen along with welcoming the guests and international tourists in innovative
and unique way, which separates this property from other brands or organizations. The
experiences that are gained by the people who want to stay in the property of Grecotel Hotels

2MARKETING THE HOSPITALITY NRANF THROUGH DIGITAL MEDIA
and Resorts becomes memorable for lifetime and the management is focused in providing
this sophisticated lifestyle memorable experiences to the guests and tourists who come to stay
in the largest hotel property in Greece (Asonitou and Vitouladiti 2017). The most beautiful
destinations of this nation are covered by the management of this hotel chain, as the have
their properties in almost all these beautiful destinations in and around the region of Greece.
So, it can be stated that the mission of this organization is to provide top-class service
through their gourmet restaurants with well thought-of and luxurious details, opulent
amenities and a unique experience in terms of the architecture of the properties that are
present all over the Greece (Camilleri 2018).
Customers From the business point of view, this hotel chain possess all the
features that are required to attract the tourists and guests from this
highly competitive market place, and it has been already stated that
hospitality sector is the most competitive business sector among all
other sectors throughout the whole world. It is already mentioned in
the above paragraphs that it is the mission of this hotel chain, which is
to provide unique and memorable experience to the people who will
come to stay there.
From the customer’s point of view, it has been seen in researches that
the people who have visited this place at least once are very much
satisfied with the services that are provided by the management of this
hotel chain. Many of them has become regular customers, as many
businessmen prefers this property to stay for business purpose and
often held business meetings in their properties.
Quality The quality of the service that is offered by Grecotel is of superior
quality, which includes gourmet restaurants with well thought-of and

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luxurious details and opulent amenities.
The quality of customers who avail these services are also mainly
from the high-level class, which manly involves businessmen and
tourists.
Value The value proposition that is provided by this hotel is sophisticated
lifestyle memorable experiences to the guests and tourists who come
to stay in the largest hotel property in Greece. This adds value to the
range of services that are offered by the management of this hotel, and
people gets attracted to avail these services.
Attributes The culture of the hotel chain involves offering impeccable services to
the guests which will help to possess a memorable experience. The
offerings include a la carte and buffet restaurants, different types of
pillows in the suites, guestrooms and villas, manicured gardens and
lawns and sincere attention and discreetness through which the guests
are welcomed and offered all these services. This helps to satisfy the
level of needs and desires that the guests possess from the
management of this hotel chain (Del Mar Gálvez-Rodríhuez et al
2017).
Experiences As stated earlier, a memorable and lifetime experience is gained by the
tourists and guests and this is the mission that is followed strictly by
the management of this hotel chain.
State your brand
promise
The promise that is offered by this brand is to provide a lifetime
and memorable experience for the people who will come to stay or
dine in the restaurants that are present within the hotel premises.

4MARKETING THE HOSPITALITY NRANF THROUGH DIGITAL MEDIA
They want to provide these experiences through the wide array of
services that are offered to their guests and tourists.
State whether or
not your brand
promise should be
modified
The promises that are offered by Grecotel is able to satisfy the
basic needs and requirements of their customers. Still, there are few
areas which can be changed in order to attract more people towards
this hotel properties that are present throughout the nation (Katsoni
2017)

5MARKETING THE HOSPITALITY NRANF THROUGH DIGITAL MEDIA
PART TWO
In thinking of your competition, how does
your hospitality experience differ from
others? What makes your hospitality
experience unique for customers?
As discussed, the services offered by Grecotel
differs that from the services offered by other
properties that are present in Greece. The wide
array of services, and accomplishes their
mission, which is providing unique and
memorable experiences to the customers.
High quality services through their gourmet
restaurants with well thought-of and luxurious
details, opulent amenities and architecture of
the properties makes the hospitality experience
unique for the customers.
In general, what changes have occurred in
your market within the last few years?
Advancement in technology are forcing to
change the desires and preferences of
customers in the context of availing
accommodation or casual dining services from
the hospitality sector. This changes has been
identified by the management of Grecotel as
well within the last few years, which has
resulted to provide unique and innovative
services that are altered after a specific span of
time in order to sustain in this global
competitive market place.
How has your organization responded to
those changes?
A la carte and buffet restaurants, different
types of pillows in the suites, guestrooms and

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villas, manicured gardens and lawns are the
responsive changes that has been offered by the
management of Grecotel along with beautiful
views and presence in famous locations are the
responsiveness of the management towards
achieving sustainable comparative advantage in
the Greek market place.
Has your customer base changed and if so,
how?
The customer has not changed much, as it has
been stated earlier that the base of the
customers in these hotel properties are mainly
businessmen and tourists who prefer their
services due to the unique and innovative
services offered by Grecotel.
What steps do you take to identify your key
market segments? What additional steps
could you take?
The ever-changing needs and wants of the
people need to be identified, which will help to
identify the exact market segment, who are
mainly international tourists and businessmen.
Survey is done to identify these segments. Tie-
ups with the tourism organizations can be done
in order to attract the market segment, who
possess a healthy lifestyle and are from urban
and semi-urban areas only (Agiomirgianakis,
Magoutas and Sfakianakis 2013).
In the space below, craft a recommendation that outlines potential changes to your brand

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promise, steps you would like to take to reassess your target customers, and how you will
use the information gathered in your marketing strategy. Be sure to include course concepts
and digital media implications.
The recommended step that need to be taken to identify the market segment is engaging the
people more with various social media platforms. These will help to identify the requirements of
the people and change necessary things like offering discounts at specific time of the year or
holding business summits (Law et al 2015). This will help to reassess the target customers, and
will help to make more number of regular customers, which will increase the sustainability of the
business operations that is followed by Grecotel. Connectivity between the management and the
people need to be increased, which will help the management of Grecotel to identify the exact
preferences of the people and offer them the service that is desired by them within the budget and
resources available (Kane 2017).

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PART THREE
Digital Channels Tied to Brand Promise: Integrated with or linked to:
Brand Website Yes All other digital channels of the
organization
Google (search) Yes Trip advisor and Travelogue
Facebook Yes Brand Website
YouTube Yes Facebook, Instagram, twitter
and Pinterest
Instagram Yes Brand Website
Pinterest No Brand Website
Twitter Yes Brand Website
Other: Trip advisor and
Travelogue
Brand Website
How could your organization further integrate your brand promise across digital
channels?
Promotional messages along with the details of the properties need to be provided in all
the digital channels which are connected with Grecotel. This will help to focus
efficiently and effectively on the mission of the business entity and further integrate the
brand promises which are discussed at the beginning of this paper (Radde 2017)

9MARKETING THE HOSPITALITY NRANF THROUGH DIGITAL MEDIA
PART FOUR
Event Marketing Objective
Define
your
marketing
objective
The marketing objective will be to host The Euro Cup in the year of 2024,
which will be held across the region of Greece. The main objective will be
to provide accommodation to the international guests and tourists along with
the players of different teams in the properties where the matches will be
held (Dhiman 2016)
Event
Promotional Offer
on Website
YouTube Video Facebook Contest
Descriptio
n
Euro Cup discounts
will be given on the
Website
Details of the properties
and offers will be
uploaded on the official
YouTube channel of
Grecotel
Early bird contests will
be held on the official
Facebook page of this
company
Tie-in to
Brand
Promise
Official flags will be
used to decorate the
properties where the
matches will be held.
Foods will be
prepared according
to the preferences of
the international
guests and supporters
who will come to
All the other digital
channel details will be
provided in the official
video that will be
uploaded in the official
YouTube channel
Links will be provided
to directly book the
rooms and other
facilities that will be
offered by the
management of
Grecotel

10MARKETING THE HOSPITALITY NRANF THROUGH DIGITAL MEDIA
enjoy this once-in-
four-year event

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Reference
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profitability in the Greek tourism sector revisited: The impact of the economic crisis. Journal
of Tourism and Hospitality Management, 1(1), pp.12-17.
Asonitou, S. and Vitouladiti, O., 2017. Core Skills as Marketing and Management Tools:
Evidence from the Tourism Sector. In Strategic Innovative Marketing (pp. 45-53). Springer,
Cham.
Camilleri, M.A., 2018. The promotion of responsible tourism management through digital
media. Tourism Planning & Development, 15(6), pp.653-671.
Del Mar Gálvez-Rodríhuez, M., Saraite, L., Alonso-Cañadas, J. and del Caba-Pérez, M.C.,
2017. Stakeholder Engagement via Social Media in the Hospitality Sector. Opportunities and
Challenges for Tourism and Hospitality in the BRIC Nations; Dhiman, MC, Ed, pp.15-30.
Dhiman, M.C. ed., 2016. Opportunities and Challenges for Tourism and Hospitality in the
BRIC Nations. IGI Global.
Grecotel.com. (2019). Luxury Hotels & Resorts in Greece | Grecotel. [online] Available at:
https://www.grecotel.com/ [Accessed 16 Dec. 2019].
Kane, G.C., 2017. In the hotel industry, digital has made itself right at home. MIT Sloan
Management Review, 58(4).
Katsoni, V., 2017. An investigation into the sharing economy phenomenonin the Greek
tourism industry in the accommodation sector. Journal of Tourism and Regional
Development, 7, pp.5-12.