SHA546 - Marketing the Hospitality Brand: Brands Today Discussion

This discussion post analyzes the digital marketing strategies of Grecotel, a luxury hotel chain in Greece. The student provides links to Grecotel's social media platforms and discusses their effectiveness in communicating the brand message. The post highlights the unique aspects of Grecotel's digital marketing compared to traditional methods, such as the use of social media to showcase superior services and offers. The student also references peer posts, summarizing their insights on maintaining brand promises and the role of content marketing in the hospitality sector. The assignment fulfills the requirements of a discussion forum, including an analysis of a hospitality firm's digital media presence, an evaluation of its effectiveness, and a comparison to traditional marketing approaches.

Running head: BRANDS TODAY
BRANDS TODAY
Name of the Student
Name of the University
Author Note

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About the Hospitality Firm
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 management offers various kind of offers like Early Bird
Special offers, Festive Gateways offers and Direct Booking benefits offers are provided in
different social media platforms that are used by this hospitality firm around Greece
(Perakakis et al 2016).
Following are the links which is used efficiently by the management of Grecotel in
order to communicate the brand message:
https://twitter.com/Grecotel
https://www.facebook.com/Grecotel
https://accounts.google.com/ServiceLogin?
passive=1209600&osid=1&continue=https://plus.google.com/
%2Bgrecotel&followup=https://plus.google.com/%2Bgrecotel
https://www.youtube.com/user/grecotelOfficial
https://instagram.com/Grecotel

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https://www.tripadvisor.com/Search?
q=Grecotel&searchSessionId=4D1F4C3C890923C35423128AB6ED54CD1576575360540ss
id&sid=6727C75219D4768DA208FB1B313634071576575373969&blockRedirect=true
https://travelogue.grecotel.com/
Effectiveness of Communicating the Brand Message
The promotional messages that is communicated through these social media platforms
has been analysed by the management and found to be effective in nature, as people has been
engaged with the core business operations and feedbacks as well as information and ideas can
be exchanged between them (Palioura and Ali 2017). Advancement of technology has helped
to identify the exact preferences of the customer and services can be designed accordingly
which will possess the power of satisfying those preferences.
It can be stated in this context that all the media marketing channels that has been
stated above helps to communicate the brand message efficiently as well as effectively, as
advancement of technology has increased the usage of smartphone and tablets by most
number of people around the world.
Uniqueness of the Selected Example
The promotional messages described above have distinguished the services that are
provided by the management of Grecotel, and it has been found from the market place that
the services that are provided by them, like superior service through their gourmet restaurants
with well thought-of and luxurious details, opulent amenities and a unique experience in the
architecture of the properties that are present all over the Greece are all examples of the
unique services that are selected as examples and provided through various digital channels.
Usage of traditional marketing media are becoming less globally, so it can be said that usage

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of the above mentioned media are becoming more appropriate to hospitality organizations
like Grecotel (Konstantinou 2016).
Reply of the Peer Posts
According to Venuganan Kalyanarathnam, keeping or maintain the brand promises by
a particular hospitality company, which will help them to reach to a new level , like in the
case of Hilton. This also helps to gain the competitive advantage against other hotels and
resorts.
According to Massimiliano Ferrera, content marketing plays an integral role in the
marketing operations of the hotel of Whiteline Hotels. This sets to be a great marketing
example of the firms which are competing in the hospitality sector around the world.

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References
Grecotel.com. (2019). Luxury Hotels & Resorts in Greece | Grecotel. [online] Available at:
https://www.grecotel.com/ [Accessed 16 Dec. 2019].
Konstantinou, J.K., 2016. Digitization of European SMEs in Tourism and Hospitality: The
Case of Greek Hoteliers. International Journal of Social and Business Sciences, 10(5),
pp.1558-1562.
Palioura, A. and Ali, S., 2017. e-MARKETING & e-WOM STRATEGIES: CHALLENGES
FOR GREEK HOTELIERS IN ZAKYNTHOS. READINGS BOOK, p.764.
Perakakis, E., Trihas, N., Mastorakis, G., Kopanakis, I. and Venitourakis, M., 2016. Social
media as a marketing tool for Greek destinations. Tourismos, 11(3).