Analyzing Qbic Hotel's Social Media Strategy: A Case Study

This case study report examines Qbic Hotel, a small hotel, and its use of social media and mobile technologies to enhance its business performance. The report begins with an introduction highlighting the increasing importance of these technologies in the digital era, particularly for small and medium-sized businesses. A literature review explores the impact of social media on marketing, customer engagement, and brand building within the hospitality industry. The case study evaluates Qbic Hotel's current social media presence and its effectiveness in improving customer service and expanding its reach. The discussion section analyzes the benefits and challenges of the hotel's approach. The report concludes with a new social media strategy proposal aimed at improving revenues and expanding the business. The report also includes references to support the analysis and recommendations.

Case Study Report

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LITERATURE REVIEW................................................................................................................1
CASE STUDY EVALUATION......................................................................................................4
DISCUSSION..................................................................................................................................6
NEW SOCIAL MEDIA STRATEGY.............................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
In the digitalization era, people are using social media and internet frequently. These
technologies have influenced the behaviour of consumers significantly. Hotels and other
businesses are now understanding importance of social media and mobile technologies. Small
and medium sized firms are taking support of social networking sites in order to create a strong
brand image and expanding operations worldwide (Wang, Pauleen and Zhang, 2016). These
tools are helpful in developing a healthy relationship with service users and offering them
products and services as per their requirements. Present study is based on Qbic hotel which is a
small sized hotel. The main agenda of firm is to provide satisfactory services to its guests so that
they will become loyal towards the brand. Entity is continuously making efforts in order to
improve the customer services. Company has presence on Facebook and Twitter which help the
corporation in improving its customer service. Current report will discuss the impact of social
media and mobile technologies on business performance. Furthermore, it will explain new social
media strategy that can be beneficial for the entity in order to enhance its revenues and expand
business across world.
LITERATURE REVIEW
Importance of social media and mobile technologies
As per the views of Müller and et.al, (2018) social media has changed the scenario of
market. This has helped the people in making connection with mass audience. Social media is
the electronic communication tool which helps the users in sharing their views, text and
information online. Now, it has become the inexpensive and effective marketing tool that
supports business units in making consumers aware with products and services of the firm and
influencing their behaviour as well. Biog organizations have enough financial resources and thus,
they spend a huge amount in marketing in order to generate more revenues. But when it comes to
small and medium sized businesses, then these small firms have to face monitory issues. In such
condition, they cut their marketing budget. But development of technologies and social media
marketing tactics have supported these enterprises in market their goods and services in efficient
manner. This has helped the entities in dealing with international users and expanding their
operations across world.
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According to Kumar, (2015) in the recent scenario, people like to book their hotel before
going to any place. Use of mobile application allows them to do the same. This assists in
gathering in-depth details about the place and finding price as well. They can compare one
product with the competitor brand as well. Mobile technologies have become the essential tool
through which companies can provide immediate services to the consumers and can resolve their
quarries soon. Statistical records show that 4.8 billion population are the unique mobile
subscribers. This is approx. 65% of the entire population. Consumers interest has been shift
towards the mobile applications, they find it suitable platform for trading and booking. This
platform has strengthened the consumer engagement and now, a large number of customers are
taking support of mobile application for commerce.
Ainin and et.al., (2015) stated that it has become essential for the small and medium sized
hotels to have a strong presence on social networking sites and implement mobile technologies.
These channels are effective for making effective communication with the customers and
spreading brand image across the world. People can access the Facebook page of these firms and
can gather details regarding reviews of others. This influences their mind and they can become
positive towards the brand. People can raise their quarries on these sites or on mobile
application. Companies give immediate response on these platforms which assist in improving
customer services of the business. By this way, person becomes loyal towards the brand and they
become frequent buyers of the company. Hospitality industry is the service sector where it is
essential for the firms to provide satisfactory services to its buyers in order to retain them at
workplace for longer duration. If hotels fail to do the same then it can influence the mind of
clients and they can move towards other brand. Customers are the key stakeholders of the
business; they can affect performance of corporation. If people are not getting adequate services
then they start using services of competitor brand which impact on sales of the enterprise.
As per the views of Laudon and Laudon, (2016) there are number of hotels which are
taking support of social networking sites. These sites are allowing the clients in posing their
questions and asking for specific information regarding room reservation, cancellation, etc.
When people get immediate response of their quarries then it makes them positive towards the
brand and makes them frequent guest of hotel (Qbic Hotels Amsterdam Knows How to Improve
Customer Services with Social Media, 2012). These advanced technologies are considered as
highly accessible platforms that aid in managing brand reputation in the market. These are the
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tools which assist in taking immediate feedback from the consumers regarding services and
products of the hotels. So that they can know actual performance of the beguines and can make
modifications in the operations in order to provide high quality services to customers. On the
other hand, Arie and Mesch, (2016) argued that there are many other options of marketing that
can be used by the hospitality industry. These are like email, telecommunication, mouth to
mouth publicity, etc. These are cost effective ways and support business unit in enhancing the
satisfaction level of consumers. Social media and mobile technologies sometimes create
confusion in the mind of clients and if one gives negative revenues on the social networking sites
then it influences mind of others as well.
Impact of technologies (social media, mobile application) on business performance
Liébana-Cabanillas and et.al, (2014) stated that social media has created risk for many
companies. Twitter, Facebook, etc. some times, negatively impact on business reputation. It is
because; if one person gives negative reviews on the social networking sites then it impacts
negative on others as well. Then individual think to take experience of other brands. Small and
medium size organization cannot afford highly advance communication tools thus, they use
traditional ways to coordinate with others. For example: Qbic hotel is the small sized hotel that
takes support of social media in order to offer immediate customer services to guests. Its main
agenda is to attract more guests and offer them satisfactory services so that they will feel
satisfied. Company circulates the needed information through social networking sites to the
clients regarding discounts and special offers. It has developed its Facebook page where it
uploads all necessary details and images that show that Qbic hotel serves better to the clients and
take care of their requirements. This is the reason; sales of company is increasing at a rapid
speed. Cited firm allows guests to raise their questions regarding reservation, price, room
preferences, etc. This has supported in becoming the best restaurant in Amsterdam. Social media
has helped Qbic hotel in its growth because by this way, it has become able to react quickly on
the request of guests and it can modify its operations as per their demand.
As per the views of Kumar, (2015) social media and mobile technologies are the cost
effective ways to communicate with the consumers. This impacts positively on the business unit
and supports in minimizing cost of the firm. As most of the entities are spending huge amount in
marketing so, they can gain attention of mass audience. But social media marketing is the cost
effective way of promoting the brand. Mobile devices and social networking sites allow
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consumers to share their views with the firm and entities have become able to identify their
needs and providing them services accordingly. It is considered as an affordable advertising
platform which assists in making effective connection with the consumers. This allows the firm
in knowing more about consumer preferences, interest and lifestyle. Face is the free and popular
social networking site. In the modern era, young people spend more time on this site which helps
them in gaining more information and comparing products of one brand with others. By this way
they can make their decision of buying services.
According to Laudon and Laudon, (2016) social media shows presence of the entity in
public (Qbic Hotels Amsterdam Knows How to Improve Customer Services with Social Media,
2012). This presence influences the trust and buying behaviour of consumers to a great extent.
Visibility on the social networking sites assists clients in discussing about issues of business on
this platform and the way firm responses to their problems frequently. Firms which have a strong
presence of these sites are able to create positive image in the minds of service users. It enhances
their confidence and they become loyal towards the brand. Social media has now become very
popular in society due to availability of high speed and popularity of hand held mobile devices.
These sites create opportunities for the business units to create, share and give in-depth details to
service users and make them positive towards the brand. Thus, it impacts positively on the brand
recognition and assists entity in spreading its image across the world.
CASE STUDY EVALUATION
The case discuses regarding increasing trend of going on holiday, where people tend to
opt for the best deals that can help them in choosing appropriate location for their dinner and
lunch. Consumer tend to spend a lot of time in searching perfect deal that can help them in going
to value for money trip. Social media has been able to come to rescue for the same where people
can easily approach to the views of customers and their experience with one or the other travel
and tourism company. These days, hospitality business opt for providing various types of
services to its customers apart from food. It includes, reading corners, game zones etc. As per the
research conducted by WTO, it indicated that internet has been able to bring revolutionary
changes in hospitality business, where it able to adequately distribute information to the
consumers so that best possible deals can be attained by them at the end (Tuten and Solomon,
2017). A substantial increase in internet users have been able to gain larger share in online
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commercial market of hospitality. It can easily be stated that internet have been able to bring
adequate amount of changes in the thought process of the customers with respect to e tourism. It
generates the requirements for the companies to ensure that the method of brand awareness
chosen by them is effective enough that is able to serve the purpose of the customers.
The scale and affordability of internet has been growing rapidly, particularly impacting e
presence of businesses where hotels have been able to gain large amount of share in the online
commercial market. One of the most important characteristic that is related to electronic media is
that it helps in holding the opportunity and have promising operations that can help it in
extending its capabilities and grow its operations (Saravanakumar and SuganthaLakshmi, 2012).
Qbic Hotel is one such Small Business organization which has been able to grab the eye
balls of many due to its trendy approach to hospitality business. It has been able to enhance its
media presence as well by opting for various social media platforms that can help in attracting
large chunk of customers towards the organization and encourage them to use e tourism services
of that organization. The case has been able to state that the main aim of any type of hospitality
business is to provide easy access to information to consumers on various services that are
actually provided by the hotels. Moreover, convenience is the other major aspect that is related to
it. Availability of great deal of information regarding the hotel helps in ensuring that the hotel
will be able to attract large number of customers towards it.
Audience of 21st century have been able to become conscious enough that can help them
in ensuring that the best possible place is chosen by them out of the all the is available. Social
media comes handy to serve this purpose where people can easily compare the services provided
by one hotel to the other. The number of hotels using social media have been at constant
increase. It is actually used as a tool to analyse the requirements of customers with little or no
cost attached to it (Heymann-Reder, 2012). Facebook and Twitter help in making it possible for
the organizations to ensure international presence of their products and services and help various
customers to attract with each other regarding their experience, at a common platform. Hotels is
one industry which require constant efforts from the side of the company to opt for new
upcoming technology. It is one area where switching to another hotel is quite easy. Sticking to
good of fashion hotels can make its survival quite difficult in the competitive world. Telephone
and e mails have gone out of trend and which attract the hotels to mark their presence on social
media. Qbic hotel is one such hotel which has been able to create a healthy and interactive
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presence on social media in a well-defined manner. It is able to compete with various big brand
hotels that are being established in UK.
With the help of having a healthy presence on social media, Qbic hotel, these days, are
able to enhance their overall revenue. It helps in providing effective set of services to its
customers where, guests are allowed to post their questions in both English and Dutch.
Consumers are open to gather information regarding reservation of tables and rooms, preferences
of room, cancellation policies, etc (De Vries002C Gensler and Leeflang, 2012). They are also
free top ask for best restaurant in town based upon their preferences of food and living. The
online helpdesk will answer all the questions in two hours of duration. It is considered to be the
other advantage of social media where queries of the customers can effectively be solved within
no time and they do not have to visit hotel and wait in a queue so as to get their query resolved. It
helps in making them effectively satisfied without putting much efforts on the same.
It can be stated that presence on social media is quite important for all the hotels
belonging to this industry especially when guests have certain questions that are required to be
answers right away. Even, use of e mail can be time taking as answering each and every e mail
can certainly make the task tedious. Social media has been able to make this task quite easy
(Erdoğmuş and Cicek, 2012).
DISCUSSION
It can be ascertained that it is important for the businesses to have adequate social media
presence that can help them in enhancing their overall customer base. Qbic hotel, being in
hospitality industry, has been able to mark its presence on various social media platforms such
as, Facebook and LinkedIn. One of the biggest misconception regarding social media marketing
is that, the platform is not able to analyse the output being generated by the business. In such
cases, transforming social media into a booking window can help in addressing it as well.
Marketing the strengthening the brand is one important aspect that is related to it. One can easily
display, if it is luxury, affordable, high class or relaxed based upon the information of price and
resources. It is basically initiated with the help of images, videos and certain attractive Gifs
(Ashley and Tuten, 2015). However, Qbic Hotel must be aware regarding what type of content it
is making available to its customer and whether it will be able to create a positive mind set in the
minds of customers or not.
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Another important aspect for which social media can be used is to justify the prices that
the hotel is actually charging from its customers. Showing exactly what the hotel is actually
going to offer to its customers. Various amenities, such as, on site spa, location of the hotel and
various other services that can be extended to the customer during their visit to the hotel. Budget
friendly options is also being used by Qbic hotel as it helps in providing affordable rooms to its
customers. Marketing the hotel in accurate light helps in giving its realistic view to the customers
which ultimately helps in enhancing their loyalty aspect. It leads to get more accurate and
positive reviews from the customers and they are able to ascertain beforehand that what they are
actually indulging in purchasing (Kumar and Mirchandani, 2012).
Social media helps in understanding the overall buying journey of the customers where
their taste and preferences regarding one of the other aspects can also be effectively analysed by
the team of hotels. It is the best yet affordable way that can help in creating awareness about the
content of the customers. A research state that the growing increase in the mobile device
subscription has been enhancing exponentially. It has played a substantial role in developing the
connectivity worldwide and creating a right platform for commercial success of the business. An
increase in the device penetration has been able to strengthen the global engagement of
customers. Hence, it can be stated that it helps in marking the presence where a two way
communication can be developed and interactive element can be continued for long term
consumer following. Social media helps in promoting real time promotion of various products
and services offered by it. The data of potential consumer is yielded through it that can help I
assessing the kind of demand that is actually initiated by the customers these days. It helps Qbic
hotel to develop a target, engage the customers and grow extensive base (Kaur, 2016).
There is certain popular social network that is commonly adopted by the organization,
include, Facebook, Instagram, Twitter and Snapchat, which are able to grow at global scale. A
substantial number of customers tend to be quite active at the global platform. With the
unexpected growth of potential consumer in this arena, it becomes important for the companies
to expand in the same.
Digital media have been seen moving towards greater consumer empowerment where
content is created in such a manner that maximum amount of data can be transmitted from it the
consumer. It can help them in taking purchasing decisions and comparing the same with the
other hotels providing services in the hospitality industry as well. It also helps in creating digital
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word of mouth for the organization and enhancing the personal network by reaching maximum
number of potential consumers. Brand hashtags and geo location hash tags also helps Qbic hotel
to derive increased reach of such posts (Berthon and et.al., 2012).
Influencer marketing is another important aspect that can easily be developed due to
adequate presence of hotel at social media platforms. Since, it a common place for bloggers and
other social media stars, the organization can effectively gain its presence at this media platform.
Moreover, it also become quite easy to reach to the potential customers. It has been able to add a
layer of measurability where output of one company can effectively be compared with the other.
The output generated through influencer marketing helps in widening up the scope of business of
Qbic hotel.
Hospitality industry helps in improving the overall personalization of customers with
company. Increased interaction with social media channel and consumer accounts helps in
enhancing the overall output of the business. Brand’s ability to enhance the overall framework
leading to overall improvement in the functioning of the business. In the bigger picture, it can be
stated that social media marketing plays an important role in enhancing the overall revenue of
Qbic hotel due to its extensive reach to the customers and personalized interaction carried out
with the customers. People can also directly indulge in sorting out their queries online without
physically going to the organization (Qbic Hotels Amsterdam Knows How to Improve Customer
Services with Social Media, 2012).
NEW SOCIAL MEDIA STRATEGY
During the time spent marketing, while advertiser utilize the online networking stages
and sites to advance an item and administrations then it is known as the web-based social
networking promoting. Web-based social networking marketing alludes to strategy that objective
interpersonal organizations and applications to spread brand mindfulness or advance specific
items. It is a type of web marketing that use long range informal communication sites as an
advertising strategies. It helps to partnership in getting immediate criticism from client and
increment the brand picture in the psyche of client (Bauer, 2014.). With help of web-based social
networking marketing, organization can without much of a stretch advance its item and
administrations in the market inside a brief timeframe. It is a wide stage through which
everybody can specifically associate with association.
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During the time spent web-based social networking advertising, organization utilizes the
different online networking sites and informal communities keeping in mind the end goal to
advance its item and administrations. It enable advertisers to utilize an expansive scope of
strategies and systems to advance substance. Numerous interpersonal organizations enable
clients to give point by point land, statistic and individual data which enables advertisers to tailor
their message to what is well on the way to resound with the client (Billig and Waterman, 2014).
Online networking advertising is a compelling and simple process for organization in light of the
fact that by utilization of this it can straightforwardly connect with the clients and get the audit
and proposal for the item and administrations. The utilization of online networking systems to
create and deal with an association's message Web-based social networking promoting,
organization can utilized different web-based social networking to disperse data, including
informal organization sites, for example, Facebook, twitter, RSS channels and new totals, sites
and video sites, for example, you tube.
In the context of Qbic hotel, as per the scenario, cited venture mostly using Facebook
channels in the social media for influence its customers in the market. In order to implement
some new tactics and strategies on the social media it can use the Facebook channel. Facebook is
a long range informal communication site for the unique individual yet now it is additionally
utilized by the organizations. It is the most prominent instrument which is utilized as a part of
stay in contact with the companions and refresh different occasions and different things. In the
cordiality division industry are presently utilizing Facebook by influencing a group with its
shoppers and dependably to refresh the new offers, occasions and so on. It takes no additional
charge from the associations to set up a Facebook page of accommodation business.
Individuals can join the Facebook pages of different travel and friendliness associations
by hitting a like catch. Likewise, tourism industry can gives Facebook publicizing which works
like Google AdWords ad. With help of Facebook channel, Qbic hotel can easily place their
information regarding the product and services on the internet and influence customer regarding
purchasing. Qbic hotel can easily post its services pictures, images, videos, links, etc. on the
Facebook channels and provide information to customer (Cammarota and Fine, 2010). The major
advantage on the Facebook is regarding customer review and feedback identification. As Qubic
hotel can easily acknowledge customer review, feedback and suggestion regarding existing
business performance and services.
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As per the scenario, cited venture is going to develop some innovative social media
strategies through which it can make something special for customers and implement some
special regarding promotion and innovation. Following are some new strategy with social media
which Qbic hotel can implement its promotional and marketing activities-
 Experiment with TV style content using watch- This is the best new social media
marketing strategy that will help Qbic hotel to encourage their customers and create their
interest regarding the services and products. In this strategy, corporation can post
effective and interesting video regarding the hotel and its facilities. The shows that a
Facebook users will see depends on their interest and what their friends are watching with
highlights like most talked about and what making people laugh etc.
 Creating collaborative stories in group ad events- In order to create an effective new
social media strategy, Qbic hotel can post their success stories and events in the group in
front of customers. By sharing the Facebook stories, company can communicate the
information about the latest event, success, customer likes, video, pictures related
services within the company.
 Creating a blog on Facebook- Qbic inn need to begin its own online dairies. It is a
simple method to drive the expansive clients effectively and change the views of the
general population. It gives the amazing outcomes to accommodation division and
increment the footfall of the clients. The Qbic inn need to refresh all the data time to time
in a correct way.
This is the best strategy to attract the customers and influence them regarding purchasing
services and products from the Qbic hotel. It will assist company to develop a strong brand
image in the market and promote its services and products.
 Be transparent- This is another one of the best strategies that can be used by Qbic hotel
for implementing new social media tactic on the internet. As per this strategy, company
should transparent with its customers on the internet (Eid, 2011). It should share
complete information regarding services, its prices, distribution, discount, offers, quality,
features, etc. While company transparent with its customer regarding services then it
becomes easy to attract and retain them within company for long time.
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CONCLUSION
From the above report, it can be concluded that social media platforms play an important
role in enhancing the overall output of an organization. It helps in ensuring that realistic content
is actually presented to the customers in such a manner that they can have appropriate outlook of
the hotel. Social media is vital in understanding the tastes and preferences of the customers based
on which adequate changes can be brought by the organization so as to serve their requirements.
It can help them in taking purchasing decisions and comparing the same with the other hotels
providing services in the hospitality industry as well. Customers tend to get influenced through
influencer marketing strategy as well which is appropriately possible on social media platforms
only. Digital word of mouth plays an important role in ensuring that more consumers are made
aware regarding Qbic hotel and their visit can be expected by it. There is certain popular social
network that is commonly adopted by the organization which includes Facebook, Instagram,
Twitter and Snapchat which are able to grow at global scale. Increased use of the same has
helped Qbic hotel to increase its profitability.
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Online
Qbic Hotels Amsterdam Knows How to Improve Customer Services with Social Media. 2012.
[Online]. Available through: <http://cms.sys-con.com/node/2175108>.
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