Strategic Marketing: Theories and Social Media for Hotel Savoy Growth

This presentation analyzes Hotel Savoy's marketing strategies within the tourism industry, focusing on the application of marketing theories like price, place, promotion, and product to understand customer behavior. It explores both the positive and negative impacts of these elements on customer engagement and brand perception. The presentation highlights the use of social media platforms for promotion, emphasizing the importance of cost-effective strategies and customer monitoring. Furthermore, it discusses future trends such as artificial intelligence, social media marketing, and video marketing as key tools for enhancing customer involvement and driving growth in the tourism sector. The conclusion underscores the significance of digital marketing in reaching a broad audience and adapting to evolving customer preferences.

Understanding
Customers

INTRODUCTION
Digital marketing refers to promotion goods or products using internet and finding out
potential customers (Park and ET. AL., 2020). With this social media marketing refers to make
promotion or goods and services offered by companies through various social media platforms.
The industry which provides all the services to an individual or group of individuals in their
leisure time is considered as a Tourism industry. In order to promote services of tourism industry
social media platforms are best tools. For this presentation, selected company is Hotel Savoy. It
was opened in 1889 in London. The hotel contains 267 rooms, along with four restaurants and
three bars. This file includes marketing theories and the use of social media platforms in tourism
industry and lastly, future trends that can be adopted by tourism industry were discussed.
Marketing theories
In order to understand the marketing theories through which customers attention can be
garbed are as follows -
 Price – Price refers to the amount charged by the companies while selling it's products or
services (Cheng, 2020). By keeping prices of tourism package fair for both hotel and
customers, the Savoy hotel will be able to grab a large customers base.
 Positive – The price of services makes the customers feels delighted so that they can be
turned into repeated customers. Along with charging prices of hotel the company can
provide one time free food facilities so that they feel delighted.
 Negative – When the hotels start charging prices for each and every single thing again
and again then the customers do not feel happy to pay it. Instead the hotels can charge for
all facilities while charging for hotel.
 Place – Place is targeted location that the company is going to use for selling it's products
or services. The Savoy Hotel is providing it's services in London. The customers have to
visit their hotel if they want to avail facilities or services offered by Hotel.
 Positive – As the company is dealing only in single country so they are have limited
customer base. So with the take place in expansion of company their revenue will be
increased. Along with this customers desires to spends their holidays at some pleasant
place so with expansion in those areas can attract more customers.

 Negative – When the place selected by hotel is in a posh area where the customers had to
face lot of sound and pollution then they will feel dissatisfied.
 Promotion – Promotion refers to create awareness of the product or services that the
company is going to offer in order to create brand awareness (Bruskova, 2019). The
Hotel Savoy is using certain media of advertisement in order to create awareness. They
creates a billboards and set it at a large crowded place so that large customer can see it.
 Positive – With the use of social media marketing, the company can generate a huge
amount of traffic and can monitor them easily. Along with this different KPI's can help
the company in evaluating it's performance.
 Negative – When the Hotel spends unwanted cost on promotion and are not able to seek
attention of customers then it will affect the overall budget of company negatively.
 Product – Product refers to the thing that company is going to offer to it's customers. The
services offered by Hotel Savoy is it's product.
 Positive – By taking keeping proper care of hygiene and cleanness in Hotels, the
customer engagement will be increased.
 Negative – If the customers will get bad environment within the hotel and with lack of
maintenance then this is create negative image in the mind of customers.
Future Trends
The future trends that can be adopted by tourism industry in the field of marketing in
order to make growth are as follows -
 Artificial Intelligence – Artificial Intelligence is the algorithm that is capable enough to
showcase the things to customers of their own choices (Carniel, 2019). When the
customers looks for any services of Hotel Savoy, but do not avail it then with the help of
Artificial Intelligence they will be able to see it's repeated advertisement. Along with this
some special offers are also flashed on their screens which increases customer
involvement.
 Social media marketing – Social media marketing is one of the most trending tool
which is going to take a rapid growth in upcoming future. The marketing done with the
help of social media is most cost effective marketing strategy. The Hotel Savoy is able to
monitor and make analysis of customers activities. Even it will help them in

understanding which is the most popular facilitates provided by hotel which the
customers wants to avail. They have to create an attractive graphical poster and post it on
every social media platforms can this is how they will be able to seek attention of lot of
customers at a short period of time.
 Video marketing – The consumes are spending most of their time in watching short reels
or videos as they are attractive and seeks focus of customers. The Hotel Savoy can make
use to this marketing by making short and attractive video which can provide all the
necessary information required for an customer to know. Along with this a short and
attractive video of hotel can also be published to increase customers engagement.

CONCLUSION
From the above presentation it can be concluded that, with the use of digital marketing
the company can reach out to a huge number of customers in short time duration. The marketing
theories are discussed to understand positive and negative trends of customer behaviour. Lastly,
the digital tools which are going to be most popular in future are discussed.

REFERENCES:
Books and Journals
Park and ET. AL., 2020. Understanding customers' hotel revisiting behaviour: a sentiment
analysis of online feedback reviews. Current Issues in Tourism, 23(5), pp.605-611.
Cheng, Y.M., 2020. Why do customers intend to continue using internet-based sharing economy
service platforms? Roles of network externality and service quality. Journal of Asia
Business Studies.
Bruskova, O., 2019. MARKETING MIX (THE CONCEPT OF 4PS). In Public Relations as a
Brand Awareness Booster (pp. 22-27).
Carniel, A., 2019. The ultimate guide to marketing mix: 4ps, 7ps, 8ps, 4cs, 7cs.