University of Sunderland: Oceanic Hotel Social Media Strategy Report

This report presents a comprehensive analysis of the Oceanic Hotel's social media strategy, focusing on its current online presence and marketing techniques. It begins with a literature review, exploring the importance of social media in the hospitality industry and examining various social media strategies employed by businesses. The report then delves into a case study evaluation of the Oceanic Hotel, a luxury hotel apartment and cocktail bar, assessing its use of platforms like Facebook, Twitter, and Instagram, as well as content marketing and regular campaigns. The discussion section offers insights into the hotel's social media approach and recommends strategies to enhance its competitive advantage. Finally, the report concludes with a detailed evaluation of the Oceanic Hotel's social media performance, highlighting its strengths and weaknesses and suggesting ways to improve its overall online marketing effectiveness, including chat bots and content marketing. The report aims to provide a comprehensive understanding of how the Oceanic Hotel can leverage social media to attract more customers and boost its business.

Etourism TLH342
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Table of Contents
Introduction......................................................................................................................................3
LITERATURE REVIEW................................................................................................................3
Importance of social media strategy and Currentsocial media strategies used by companies
within hospitality industry...........................................................................................................3
Case study evaluation......................................................................................................................6
DISCUSSSION................................................................................................................................8
Strategies........................................................................................................................................11
REFERENCES..............................................................................................................................13
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Introduction
Social media is the comprise based technology that facilitate the sharing of ideas,
information and thoughts through the building of virtual network and communities. By design,
social media is Internet based and gives quick electronic communication of content.
This report will cover case study of the Oceanic hotel.It is luxury hotel apartment and
cocktail bar providing the first class accommodation for the holiday seekers an travellers for the
business purpose (Buhalis., 2019). They’re offering all the comfort at there hotel and each
apartment is individually laid out providing a specious lounge King sized bed bedroom, smart
TV luxurious apartment bathroom with multi functional shower an either fully equipped kitchen
or small kitchenette.
This report will cover literature review about current social media strategies and how it is
helping the hospitality industry or tourism industry to grow. It will also recommend and provide
a strategy for the Oceanic hotel so they can take competitive advantages within the market where
they are operating their business and show their presence as emerging brand. This report will
also evaluate the case study including their findings and in the end of this report will discussed
about situation of the ocean hotel and how they are using the social media strategy to take
competitive advantages.
LITERATURE REVIEW
Importance of social media strategy and Currentsocial media strategies used by companies
within hospitality industry
As per the view of author (Pierdicca, Paolanti and Frontoni., 2019) Social media has
become the most important influential tool and platform not only for the user of social media but
it is also helping the companies to get digital and their business and they are digitally advertising
they’re brand to take competitive advantages within the market. now it is necessary for the
companies do you social media strategies so they can be able to expand their business and attract
customers who can buy there product and services. social media power is commendable as they
get to touch a large number of people within a second of post an ad, help the organisations to
reduce their cost and making their ads reach out of potential audience through the social media
advertisement.
On Currently social media is becoming popular among the hospitality industry, where
many organisations are using the social media marketing or other social media strategies to take
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competitive advantages (Pourfakhimi, Duncan, and Coetzee., 2019). social media platforms are
helping them too spread awareness about their product and services and at creating broad
awareness within the market. Social media is providing various benefits to the hospitality
industry and tourism industry like it is helping them to get attention and build awareness among
the people. Social media is able to attract cost customers who are interested in the services sale
by the company. It is the platform where hospitalityfirm can present their message in different
way that can help to track customers and encourage the customer engagement more rapidly and
in better way. A simple social media post, such as one promoting accommodation services can
able to receive several comments, likes and shares from the people, here team of the Hospitality
company can communicate with the customers about services and products they are providing
and they can solve their inquiries immediately on the social media platforms. many organisations
have created their own page on the social media where social media marketing team give answer
the queries asked by the people elected to their hotels and all.Social media is not a place to be
overly salesy, But after all its marketing channel that help hospitality organisations to grow and it
is important for them do not ignore the opportunity to make sales through the social media
marketing. Most of the businesses within Hospitality industry are data driven. It helped
companies to grow their business becausr people from all over the world are using the social
media platforms, that again help to get they target people easily for the austerity organisations
and they can able to grow their business effectively within the market where they are operating
their business. Social media is essential For the business, it is a crucial part of the business
marketing but Lerner doesn’t have stressful to manage (Chuang, and et.al., 2017). To take first
step it is easy to make a profile on the social media for the businesses and they can connect with
their customer directly.
As per the view of (Muñoz-Leiva, Liébana-Cabanillas, and Hernández-Méndez., 2018)
There are some social media strategies that can be used by the austerity organisation to take
competitive advantages and attract customers to take their accommodation services.Facebook-
Facebook is one of the most popular social media platform And it is perfect general use social
network for the hotel and resort, this is big cause the platform allows businesses to add the short
extra taps, cross referencing and all other social media networking and website. most of the
people are connected on the social media platform called Facebook where it’s make easy for the
hotels to attract the customers and it's quite easy to make French or get target customers on the
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Facebook platform. Some of the tabs on the Facebook can include do you review from the
TripAdvisor, other social media platforms, offers given by the company an there ranking as well.
it help to create good imagine customers mind and they are able to take decision’s (). one of the
best think about the Facebook is that it is one of the most popular application to advertise the
product and services through the advertisement. They provide advertisement services in lower
prices and better reach to the customers. Similarly other platforms like Instagram which is also
famous among the youth At almost every people are using Instagram nowadays. it can be a great
opportunity for the hospitality organisation to open there account and post their pictures and
advertise them to attract customers effectively. it is best platform to advertise the product and
services on the Instagram add this application attract customers according to their interest.
Almost every celebrity have their account verified on the Instagram and Facebook who can help
me or spared industry organisation to spread their messages.
Similarly Twitter social media marketing for the hotel and restaurant is another best
strategy that can be used by the organisation within hospitality industry. Social media marketing
for the hotels start and and with the Twitter (Ferreira, Sousa and Gonçalves., 2020). this
platform is mainly famous for the advertisement an hash tag that get viral in seconds. on the less
extreme level, most of the hotels within the industry will want to use the Twitter to connect
customer services an send guest time sensitive updates about events happening at the hotels or in
the area. it can also be a good platform to identify their needs and demand of the customers.
Twitter is mainly famous for exit poll where people give their advice from the given
options.Another option or the social media strategy can be used by the hotels within the
hospitality industry is YouTube platform which is also an social media platform but it is
different from the other. here companies can make their video of hotel and post on their channel.
now people are shifting their interest toward the YouTube platform where creators are with
unique skills and attracting huge traffic on the YouTube. it can be a good opportunity for the
companies to advertise their brand through the YouTube platforms and contacting with the you
tubers who are famous and having a huge subscriber base.chat bots are not only a great way to
automatic certain everyday task, and if implemented properly , the Chat board will allow
companies to create more personalised experience for their customers. To
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Case study evaluation
Hotel Oceanic is small medium enterprise who are offering varieties of the luxurious
services, including the bar services and apartment services to their customers. this company is
effectively using the social media strategy to take competitive advantages within the market
where they are operating business and they are able to attract customers who can by
accommodation services from them. various strategies are used by the marketing team of the
Oceanic hotel and they also run social media advertisement to aware people about their brand
and attract customers to buy the product and services from the Oceanic. The companies made
customers are people who want to visit UK for the business purposes add they also look for the
young generation people who are looking for the holiday with their family and friends (Pesonen
and Neidhardt., 2020). Some of the social media platforms that are used by the
OceanicFacebook. The Oceanic have their own Facebook profile where they used to post their
hotel pictures an location to attract the customers. hotels social media team is active on the
Facebook platform where they run Various At Twitter customers again by accommodation
services from them and help them to achieve success in their business. Facebook is one of the
most popular social media platform And it is perfect general use social network for the hotel and
resort, this is big cause the platform allows businesses to add the short extra taps, cross
referencing and all other social media networking and website. most of the people are connected
on the social media platform called Facebook where it’s make easy for the hotels to attract the
customers and it's quite easy to make French or get target customers on the Facebook platform.
Some of the tabs on the Facebook can include do you review from the TripAdvisor, other social
media platforms, offers given by the company an there ranking as well.
Another strategy used by the Oceanic hotel is Creating a personalised experience for the
customers. chat bots are not only a great way to automatic certain everyday task, and if
implemented properly , the Chat board will allow companies to create more personalised
experience for their customers. To do this ocean hotel create add that re direct their audience to
the Messenger window with their chat box that helped them to break the traditional view
customers have of they only trying to sell them to them (Rega, I. and Inversini., 2016). it helped
to make their sales boost and create a loyal Fan base for the Oceanic hotel.
Content marketing strategy- Quality is the key and content is no expectation. content
marketing has been prominent form off marketing for long time off. Anet has said the change
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anytime soon. The Oceanic hotel is also using content marketing strategy which is also a part of
social media marketing where the linking quality content with rights posting schedule and the
correct frequency of post. High quality on the search engine optimization content compiled with
the about it’s helping the hotel to bring right customers at the right time for the Oceanic hotel.
Aside from its ability to attract an organic audience, a good content marketing strategy can be
implemented for free and the Oceanic marketing team is knowing that. they're taking advantages
off it an it is helping them to take competitive advantages within the market where they are
operating their business.
Regular campaigns- The Oceanic hotel is running regular campaigns on the social media
platforms to attract business oriented people and young generation. Their marketing team this
exponent to run the social media marketing advertisement that is helping them to attract
customers who can buy service end product from them. it is cost effective Anne budget friendly
for the ocean hotel and they are able to attract customers toward their company and lower
expenditure I spending on the social medias (Pourfakhimiand et.al., 2020). Twitter social media
marketing for the hotel and restaurant is another best strategy that can be used by the
organisation within hospitality industry. Social media marketing for the hotels start and with the
Twitter. this platform is mainly famous for the advertisement an hash tag that get viral in
seconds. on the less extreme level, most of the hotels within the industry will want to use the
Twitter to connect customer services an send guest time sensitive updates about events
happening at the hotels or in the area.
social media post
the Oceanic hotel regularly post there hotel pictures and people who came for the
Holidays. they also post the videos where customers say about their experience in the hotel . and
how was the services provided by the Oceanic team. Not only this but hotels social media
marketing team also take feedback from the customers and give them a quick reply related to it. a
quick reply from the company create a good image in customers mind and company unable to
gain the loyalty of the customers.
Influencer –Oceanic hotel also have Contacts with the small influential on the social
media. there are many people who are small influencer and having a huge fan fan following. this
phone flying is helpful for the ocean hotel becausr they are encouraging those influencer to
advertise their hotel by taking the accommodation services from them. This is also an good
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strategy used by this company to advertise their product and services. it has produced good
outcome for the ocean in hotels and they are getting huge traffic at their place. those influencer
post things About company and influence them to take services from them (Honerkamp., 2020).
It is creating a huge traffic on their website and making customer base which is influencing on
their profitability and productivity of the company. marketing team of the Washington hotel
target the influencer who are ready to work in lower prices and they also contact with the pages
who do promotion on their page. this promotion also helped to get followers on their own profile
and they are easily getting the customers who are the game accommodation from their hotels.
Advertisement on social media through other brands- Ocean hotel have contact with the
TripAdvisoranother online trip provider or travelling related organisations who have good
reputation within the market. They also become a part of it that helped them to advertise their
hotel or suggestion by the TripAdvisor on their platform. TripAdvisor also advertise hotels on
the social media platforms to generate traffic on other hotels. It also suggests about the Oceanic
hotel to the customers who are looking for the holiday trips and business related trips. That is
also in strategy used by the Oceanic marketing team that is helping them to take competitive
advantages within the market where they are operating their business and they are able to show
their presence on the digital media.
DISCUSSSION
As per the above discussion the outcomes shows that social media is important part of
the Hospitality industry and it is necessary or the organizations within the industry to follow
social media strategies to spread awareness of their brand and attract customers to buy
accommodation services (Pesonenand et.al., 2017). Some of the social media strategies that
can be used by the Oceanic Hotel to take competitive advantages within the market. This
company is already using some of the social media marketing strategies but there are some
more strategies from the literature review that can be used by the leaders and manager4s of the
Oceanic Hotel.
You tube is the platform which is mostly used social media nowadays and almost 60-
77 percent of the people within the united kingdom are using social media to attract customers.
People are hitting missions of subscribers on the you tube and creating opportunities for the
brands to advertise their product and services with them. People easily influence thorough the
you tubers and its best examples of You tube Branding is Casey Neistat who is an famous
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you tuber and vloger, who show their lifestyle and movie marking which is based on their
lifestyle. Recently promoting TESLA cars on their vlog and Casey also make a separate
video where is been directly promoting their TESLA cars (Macedo, and Sousa., 2019).
Brands give their products and services to the famous you tubers to advertise where they6
use their product in their videos. Similarly, this strategy can also be used by the Oceanic Hotel
where they can target people thorough you tube advertisement and attract customers to buy
accommodation services. They can invite you tubers to make video in their Hotel which will
be direct advertisement for their hotels, and they can also give review about the Hotel.
A social media strategies discussed by the authors' on the literature section are
beneficial for the Hospitality industry and mostly for the small medium enterprise who does
not have huge investment the spend on the advertisement for the brand among the people. the
Oceanic Hotel also an small firm who are expanding their business and using the social media
strategies to spread awareness among the target audience. It is necessary for the company
spend more in the social media because in future they can expanding their business more
within the other market and it is an good opportunity for them top aware people about their
company and attract customers to take accommodation services from them (Chan, and Law.,
2020). It will be Beneficial for the Oceanic Hotel and some of the benefits for them, if they
will continues their social media advertisement and use the powerful strategies of the social
media.
One of the biggest benefit the Oceanic Hotel will get is their awareness of brand
among the people and they will able to target people who are interested in the services they
provide and people who are looking doe the business trips and holidays with their family and
friends. Without marketing the companies business on social media, they can inbound traffic is
limited to the usual customers. The people familiar with Oceanic Hotel brand are likely
searching for the same keywords you already rank for. Without utilizing social media as part of
your marketing strategy, marketing team of the Oceanic Hotel have much more difficulty
reaching anyone outside of your loyal customer circle. Every social media profile company add
to their marketing mix is a gateway to your website, and every piece of content and post is
another opportunity to acquire a new customer. one more benefit Oceanic Hotel company can
gain through the social media is that they can improve their search engine ranking. Posting
the business related post on the social media can get the business of the Oceanic Hotel more
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traffic on their site. Search engine optimization is most important strategies and it has potential
to provide huge traffic to the company on their website. Oceanic Hotel can take help of the
social media firms who provide services related to the search engine optimization. This
companies are specialized to provide keywords that can led the companies on the top of
google search engine. While the social media not directly improve the search engine traffic for
the brands but the social media experts work years on the search engine ton brand the brands
on the top suggestions and provide better ranking t o the companies. Another benefit Oceanic
Hotel can have is Higher conversion rates. Their business can gain more opportunities for the
rate of conversion. Each and every post, video and images or any kind of comment may lead
the viewers to the website of Oceanic Hotel and it will rapidly incense their traffic on the site .
A social media marketing stogie’s allow business to give their good impression to their
viewers thorough the humanitarian factors. When the brand of the company are interactive by
sharing of the content, posting and the status on the social media (Nirmala, Suardika, and
Ardiyasa., 2019). If the keep posting their content on the social media the there are higher
cancers for the Oceanic Hotel to get high traffic on their site, and they will able to get the loyal
customers as well who will tale the accommodation services from them and become loyal
with the company and also suggest others to rake hospitality service's from the Oceanic Hotel.
Social media is a networking and communication platform. Creating a voice for your company
through these platforms is important in humanizing your company. Customers appreciate
knowing that when they post comments on your pages, they will receive a personalized response
rather than an automated message. Being able to acknowledge each comment shows that you are
attentive of your visitors' needs and aim to provide the best experience. very customer interaction
on your business's social media accounts is an opportunity to publicly demonstrate your
compassion for your customers. Social media analyst can also be useful for the Oceanic
hotelbecause Understanding of the Analysation section of the social media can be helpful to
Identify that how many people are watching their ads and how many are interested to take
accommodation services from the Oceanic hotel, digital marketing how social media marketing
give this benefit where companies can identify how much traffic they are getting from the
advertisement and they can use it to make their campaign successful and they can estimate their
budget for the next time.
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Strategies
It is necessary for Oceanic suite hotel to develop a new social media strategy so that they
able to attract more customers. Besides that, with advancement in technology the hotel needs to
select new social media platforms. This is because it will enable in reaching target audience in
effective way and creating awareness about hotel services. Moreover, strategy will be based on
new goals and objectives. Along with that, a new schedule will be prepared in which various
social media activities is done to promote products and services. Furthermore, there is need to
follow a particular process in developing a social media strategy. Here, process will include
goals, activities, etc that need to be carried out (OTIENO ,2019). Similarly, Oceanic suite hotel
will also develop a new social media strategy by following several steps. This is follows:
Goals and objectives – Here, the main objective is to increase brand awareness as well as traffic
on website up to 13%.
Target audience – In this it is necessary to select target audience so that according promotion of
services is done. Also, it enables in giving insight about what traits and characteristics they
possess. Thus, here Oceanic suite hotel target audience will be high class income group couples
and business class people. It is because the hotel provides luxurious suites that is located in
coastal areas. Besides that, the people use social site such as Facebook, Instagram, etc just to
search for places where they can spend quality time. Alongside couple may look to hang out
weekend at such place. Usually, target audience watch videos, read posts, etc. on various social
sites.
What will be done – It is an important stage in strategy as it defines that what will be done by
hotel in different way to attain goals. Also, success of strategy depends on it as if anything done
is not effective than overall strategy gets fails. Therefore, here Oceanic suite hotel will make
videos of suites and location. They will be short videos in which all amenities and facilities
provided by hotel will be shown. Hence, videos will be uploaded on new feature that is
Instagram reels. Alongside, customer reviews and comments will be posted on social site. The
videos will be uploaded on social platforms as well. Also, photos of suites and hotel places will
be uploaded on social sites. These all will be done in order to attract target audience. So, it
requires hotel to create a profile in Instagram where these activities will be done. It will help in
generating awareness among customers. Also, shorts ads will be developed as well just like it
appears on You tube.
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In addition to that, events and offers details will be posted on along with price and
services offered. Here, brief description of overall event will be mentioned. The comments and
reviews of past customers will be posted as well on website of Oceanic suite hotel. Hence, these
all things will be done in new social media strategy to achieve goal of creating brand awareness.
Where it will be done- It is also a crucial stage in which platform is identified where all the
above activities is done (Plowman. and Wilson2018). Here, the social media sites must be determined
so that target audience is attracted. However, as there are different platforms available so it
requires to choose effective one. Therefore, Oceanic suite hotel will use various social sites
platforms in it. for short videos it will be uploaded on Instagram and You tube. It is because high
class income group couples and business class people like to scroll and use Instagram. In
addition, information about offers and events will be posted on Snapchat, Facebook. These sites
are mostly used by people. However, there will be changes done in use of social sites as it will
depend on increase in traffic and how target audience react to it. The hotel will use popular social
sites in their strategy.
When it is done – It is important to identify that when all activities mentioned in above strategy
is going to executed. This means there is need to find out when content is shared, how much will
be frequency, etc. For that a schedule will be developed. It will give insight that when particular
social site is used, how many times, etc. Thus, Oceanic suite hotel will do promote before
vacation or weekends. Besides that, photos will be uploaded twice a week and with customer
comments. Furthermore, before occurring of any major event social sites will be used.
Evaluate strategy- The social media strategy needs to be evaluated so that it can be identified
whether goals are achieved or not. This gives insight to hotel that what changes is required and
tracking of outcomes as well. Thus, there will be certain metrics and KPI set by Oceanic suite
hotel to evaluate strategy (De Zuani, 2017). They will be increase in percentage of traffic,
customer enquiries, likes and comments on videos, etc. With these all outcomes will be
measured. Besides, if required then changes will be made as well in strategy (Perreault, and
Mosconi, 2018)
.
CONCLUSION
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