Hilton Hotels' Social Media Communication Strategy in Tourism Industry

This report examines the communication strategy employed by Hilton Hotels, focusing on their use of social media platforms. The analysis highlights how Hilton utilizes social media to engage with both business and leisure travelers, promote services, and create a bridge between customers and service providers. The report discusses the advantages of using social media, such as instant feedback and the ability to reach a global audience, while also acknowledging potential disadvantages like the misuse of the platform. The report references several academic sources to support its analysis, providing a comprehensive overview of Hilton's approach to social media communication within the competitive travel and tourism industry. The report emphasizes the impact of social media on the travel and tourism industry, particularly in promoting destinations and reaching a wider customer base. The company leverages various audio and visual aspects like YouTube videos, photographs on Facebook etc to promote the organization. The report concludes by emphasizing the importance of social media in engaging with the target market and providing supreme services.

COMMUNICATION STRATEGY
IN THE TRAVEL AND
TOURISM INDUSTRY

Strategies to be implemented in
hospitality and tourism
 To use social media as a communication
strategy
 To communicate with the customers
properly to create a bridge between the
customers and service providers.
 To provide the customers with supreme
services to satisfy their needs on time

Overview of Hilton Hotels
 The headquarter of this company is situated at
Virginia in United States
 Hilton Hotels have been one such travel hotel chains
that has been providing the travelers with exquisite
experience of elegance and supreme luxury
(Hilton.com, 2018).
 The target audience of this hotel chain is both the
business travelers as well as the leisure travelers
(Cabiddu, Lui & Piccoli, 2013).

Communication strategy of Hilton Hotels
 The company is very innovative in their
approach and they have always opted for
betterment of their talents through
experience.
 They are professional in their outlook and
engage the target market with the help of
various social media platforms (Tuten &
Solomon, 2017).

Why should social media
be used?
 The global travelers are very much tech
savvy nowadays. They get the
information all the social media
platforms and various application
software.
 The guests want to feel that they are
being cared for. They want to have the
best experience while they are roaming
in various countries.

Impact of social media in the travel and tourism
industry
 The less travelled destinations have to be
promoted by the hotels. Social media is an
important medium in this case, the hotel
can post advertisements on various social
media platforms (Munar & Jacobsen, 2014).
Hilton Hotels are also is trying to follow the
same strategy.
 The companies want to reach a larger
customer base and provide the best
services to the customers (Cook, Hsu &
Marqua, 2014).

Use of Social Media by Hilton Hotel
 The company has a strong presence in social
media platforms (Hilton.com, 2018).
 The hotel uses these platform to announce
several offers and discounts so that the
message is circulated among a large target
market.
 Social media allows the company to use
various audio as well as visual aspects to
promote the organisation, for example,

 Instant feedback is one of the many perks of using social
media to communicate with the target market with the
help of comments and chats the organisation can
directly establish communication with the target market
(Zeng & Gerritsen, 2014).
 People who are looking for accommodation options while
travelling is usually looking for evidence of the claims
that the organisation makes, though Hilton is a popular
brand using image in Instagram handle helps the
organisation engage the customers

 Social media removes geographical boundaries and
connects with the people with a click from all over
the world
 With the help of social media a large amount of
audience can be engaged with the help of various
audiovisual aspect.
 The Social Media is a platform that encourages
individual ability and creativity and also promotes
the same.
Advantage of social media

 There has been several evidences of
misuse of the platform which has
negatively impacted the lives of the people
to a large extent (Smith, 2013).
 Social media can be addictive in nature
which in-turn hampers the performance and
productivity of individuals (Smith, 2013).
Disadvantage of social media

References:
Leung, D., Law, R., Van Hoof, H., & Buhalis, D. (2013).
Social media in tourism and hospitality: A literature
review. Journal of Travel & Tourism Marketing, 30(1-2),
3-22.
Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for
sharing tourism experiences through social
media. Tourism management, 43, 46-54.
Sigala, M., Christou, E., & Gretzel, U. (Eds.).
(2012). Social media in travel, tourism and hospitality:
Theory, practice and cases. Ashgate Publishing, Ltd..
Zeng, B., & Gerritsen, R. (2014). What do we know about
social media in tourism? A review. Tourism
Management Perspectives, 10, 27-36.

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