E-Tourism Report: Marketing Strategy of Global Grange Ltd

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Added on 2022/12/29

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This report provides an analysis of the e-tourism strategy employed by Global Grange Ltd, a small to medium-sized hospitality enterprise based in London. The report explores the role of social media and digital marketing in enhancing the company's marketing practices and attracting customers. It includes a literature review on the impact of social media in the tourism industry, current social media strategies of Global Grange Ltd, and recommendations for improvement. The report highlights the importance of social media platforms such as Facebook, Twitter, and Instagram in engaging with customers, understanding their preferences, and promoting the brand. It also discusses the significance of creating a personalized customer experience and the benefits of consistent social media activity. The findings emphasize the need for a well-defined social media strategy to remain competitive, attract potential customers, and address their needs effectively. The report concludes with a discussion of the advantages of a strong social media presence and the importance of monitoring and measuring social media engagement for optimal results. Furthermore, the report suggests a new social media strategy for Global Grange Ltd.

E-Tourism

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Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Literature Review........................................................................................................................1
Findings.......................................................................................................................................5
Discussion....................................................................................................................................6
New social media strategy........................................................................................................... 9
CONCLUSION..............................................................................................................................11
REFERENCES.............................................................................................................................. 12

INTRODUCTION
Small and medium size hospitality and tourism enterprise lead to have major affect on
overall growth and development of hospitality and tourism sector. It is essential for organisation
to effective and efficiently conducting marketing practices as it will lead to have major affect
over attracting customers or increasing sales of business. There are different ways and
approaches for performing marketing practices with the motive of attracting more and more
customers towards business. Social media and digital media platforms play crucial and
significant role that could lead to growth in tourism or hospitality business. This will help in
providing information to potential customers in more creative manner as well as influence them
to purchase the products and services offered by company (Tuten, 2020). This report is based on
Global Grange Ltd. This is small and medium size company which is providing its products and
services in hospitality sector. This is consider as one of the growing company which is providing
its hotel services and products to customers. Global Grange Ltd is the collection of private hotel
in the heart of London and its turnover compound growth is 22.45. Primary focus of Global
Grange Ltd is on corporate market and it has been awarded the accolade of the best small hotel
company at the Business travel awards. Headquarter of this enterprise is locate at London. This
report includes information about the different concept and elements about the social media and
digital media marketing in order to enhance business operation. It consist current social media
strategy that is consider by organisation in order to increase marketing practices of business. This
report includes various types of social media strategies along with different recommendation for
organisation.
MAIN BODY
Literature Review
Social media can be defined as a technology that is computer based and provides a
platform to share ideas, information as well as thoughts through different virtual communities as
well as networks. It is important because it allows individuals as well as organizations to reach
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out and engage with the target audience. Not only this, social media can also be used to generate
awareness about a brand, leads, revenue as well as sales. In the recent years, social media has
made a huge impact on the tourism industry (Alcántara-Pilar and et.al., 2017). This is because
tourism organizations are now able to engage with their customers in a more efficient manner
and address any concerns that they might have. Social media within the tourism industry has
impacted the business operations of the companies to a great extent. Tourists are increasingly
using different social media platforms in order to get reviews about a particular hotel
organization, travel deals as well as destination. There are different social media platforms such
as Facebook, Twitter and Instagram that have different communities wherein people can connect
with different hotel brands. Social media has made a massive impact on the tourism industry.
Consumers engage with social networking web sites to research trips, make informed decisions
approximately their travels and percentage their non-public stories of a selected lodge, restaurant
or airline (Tchamy and et.al., 2020). TripAdvisor especially has had a huge-achieving impact at
the enterprise. It has 50 million specific month-to-month site visitors who are actively seeking
out travel facts and advice from the assets they agree with the maximum: different travelers and
holiday-makers.
This fashion of user-generated content is seen via the net network as greater credible and
proper and for lots inns, restaurants and traveler points of interest, if they may be now not
indexed inside the pinnacle 5 spots, they're dropping out majorly to their competition. With more
than two hundred million evaluations and evaluations posted on TripAdvisor thus far, and greater
than 800 million active users on Facebook posting updates and sharing photos, social media is
dominating the industry (Amiruddin, 2020). A social media strategy can be defined as a
summary of everything that a company plans to do and achieve through social media. It helps
organizations by guiding them and letting them know if they are succeeding or failing at
something. The chosen organization, Grange Hotels is a collection of private luxury hotels which
is located in London. The hotel organization is primarily focused on the corporate market. The
company has presence across social media platforms such as Twitter, Facebook as well as
Instagram, wherein it posts regular updates in order to remain connected with the customers.
There are various social media strategies that the respective company has implemented in
order to satisfy the needs of the customers in a much more efficient manner. for instance, the
company has official Facebook and Instagram pages along with a Twitter account that have
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helped the company in understanding the travel and staying preferences of the customers
(Pongamponkaiwan and Leelasantitham, 2020). Grange Hotels share latest information related to
the industry, new brand partnerships along with various business articles so as to keep their
customers engaged. Instagram is one of those social media platforms that has a large community
of people. Therefore, the company is committed towards enhancing its overall presence as it is
still limited to blogs. However, the company is mentioned in various business articles from time
to time. It's an essential way for groups to attain customers, and when performed effectively, tells
those purchasers that their logo is active and focused on communication. The longer you wait,
the greater you have to lose. When achieved efficaciously, social media campaigns can result in
extra customers, greater traffic, and more engagement.
Besides all of this, the company is also focused towards creating a personalized
experience for the customers (Astri, 2020). For this, the company uses chatbots, this helps it in
interacting with the customers in an efficient manner as well as understand their needs in an
effective manner. there are many reasons why the company has decided to opt for different social
media platforms in order to generate awareness about its business and services. The company
also shares various images on Facebook as well as Instagram. The current social media strategy
has helped the company in creating a direction in order to stay relevant and competitive in the
market. One of the biggest barriers to social media success is inconsistency - sporadic posts and
huge splurges of social pastime followed via days of silence. This is the kind of technique that
fails to ingratiate your brand with a social target market, making it tougher to advantage new
fans, even as also driving older ones away. Such influences are greatly lessened with a strategy,
the business will know what to publish and whilst to post it, so you’ll in no way overload or
starve your audience content material-wise.And, with a pre-deliberate calendar, you’ll in no way
kick the business for lacking a large occasion.
Social media acts as one of the best tools for promoting the business as well as its
services for the people to remain updated about the same. Since the respective company is still a
small business, social media will help it in addressing the needs of the target customers in an
effective manner. Mobile, social and the underlying era have mixed to offer any surroundings in
which humans can access, use and proportion records on their phrases. Friends of mine not often
study blogs or emails; they use Facebook as their content material stream (Bouyakoub and et.al.,
2019). The disintermediation of content method that you need to apprehend the position social
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plays in patron verbal exchange. Here are true things that we can characteristic to social media,
normally in terms of providing a voice to humans and groups who formerly struggled to be heard
and of creating statistics obvious and portable. However, it also amplifies the voice of discontent
and vitriol is not unusual. If you’re dealing with your social media everyday, tracking can tend to
fall by way of the wayside. Without monitoring and measuring your interest and engagement, the
control doesn’t recognize what’s operating - and in case you don’t realize what’s working, you
could be pouring money into useless content, or the wrong structures entirely.
In your strategy, you need to stash time aside for reading your posts’ performance, and
then using the insights gleaned to manual your content. The approach itself acts as a framework
and reference factor, so if you see a sample most of the posts that paintings properly and those
that flop, you may hold it as much as the wider plan and make adjustments on the source. Grange
hotels has been able to attract a great number of potential customers through its social media
strategy. This has contributed to its overall effectiveness as well as performance within the
tourism industry. This is because the way in which travelers conduct research about their trip and
changed to a great extent and before making any booking to a hotel, they look up the reviews
posted by other people. Different social media platforms offer various features, with the help of
which the companies are able to promote engagement among the customers (Chuang and et.al.,
2017). For example, Facebook provides various recommendations to the users, wherein they can
ask for advice relating to their bookings. It has been observed that there are countless travelers
who are now turning to social media while planning their trips.
Social media has gained a lot of importance in the recent years and a lot of hospitality
organizations are making their presence on the different platforms. An in order to engage their
customers for a longer period of time, the companies make sure that the content developed for
social media is engaging because then only, they will be able to reach out to a greater number of
people and satisfy their needs. There are many benefits that the respective company is gaining
because of its current social media strategy. For example, Grange Hotels has been able to remain
active as well as consistent. The customers have also reported that they are satisfied with the
services offered to them during their stay. The company has been able to save a lot of amount on
marketing costs and there has also been an increase in the overall customers base as well. All
businesses want to gain profits and enhance their services based on the needs of the customers.
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With nearly half of the sector’s population the usage of social media systems, they’re a natural
region to reach new and especially targeted capability clients.
Think human beings simplest connect with manufacturers they already recognize on
social media (David-Negre and et.al., 2018). 60 percentage of Instagram customers say they find
out new products at the platform. No matter what enterprise your business is in, social media
offers the opportunity to set up your brand as a idea leader—the pass-to source for information
on topics associated with your niche.Like emblem advocacy, concept management is a fantastic
way to build patron consider. In reality, LinkedIn studies in partnership with Edelman indicates
that marketers underestimate just how lots concept management can impact consider, mainly for
B2B marketers. About half of B2B entrepreneurs surveyed believed their thought leadership
might build accept as true with in their companies.
Findings
From the above discussion it has been found that social media is one of the most
important components for organizations operating within the hospitality industry. This is because
it allows the companies to conduct their business operations in a smooth manner. By increasing
their overall presence on different social media platforms, hospitality or tourism organizations
are able to develop a better understanding of the needs and preferences of the customers as well
as develop strategies in order to fulfil the same (7 Advantages of Having a Social Media
Strategy, 2021). Social media strategies are important because they allow the companies to make
the most out of the social media platforms and thus, generate high revenues. As a result, their
overall performance is improved and they are able to retain the existing customers for a longer
period of time.
It has also been found that small and medium organizations such as Grange hotels are
mainly focused on develop strong as well as effective social media strategies so that they can
expand their business by reaching out to a greater number of people from around the world. They
keep posting updates about any new partnerships, offers and discounts as well as latest
information about the tourism industry (Delshad and et.al., 2018). With the help of this, Grange
Hotels has been able to build its position in the market and also, people are now increasing
engaging with the content that the company posts online. It has also been analyzed that there are
many benefits of implementing social media strategies in the hospitality as well as tourism
industry. This is because social media strategy has guided the company to attract more people.
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Not only this, the companies are also able to measure and track their day-to-day
operations in a much more efficient way. Another finding from the above literature review is that
social media has enabled the company to set goals that are attainable and accordingly develop
tactics. Due to this, the overall operations of the business run smoothly and the company is also
able to attract a greater number of people (Navío-Marco, Ruiz-Gómezand Sevilla-Sevilla, 2018).
Not only this, there is an increase in the overall profitability as well. Therefore, it can be said that
social media has become an integral part of daily operations of the companies operating within
the hospitality industry. This will allow them to conduct their business operations effectively,
reach out to a greater number of people and satisfy their needs effectively. As a result, they get
an opportunity to gain a competitive advantage in the market against their competitors. Thus,
organizations should carefully decide on their social media strategies if they want to stand out in
the market.
Discussion
Social media marketing can be describe as the marketing practices which is consider by
organisation in order to promote products and services offered by company. it has been analysed
that social media marketing and digital media will lead to have major affect over success and
growth of business (Dahl, 2018). it is crucial for organisation to consider different types of social
media marketing that will lead to enhance business practices as well as attracting more and more
customers towards business. There are various benefits and advantages that could be consider by
organisation in order to enhance social media marketing. In tourism business social media and
digital media platform play crucial and critical role that will lead to enhance sales as well as
profitability of business. By considering effective social media strategies and practices toruism
companies will be able to grow faster along with this able to attract more and more customers
towards business. There are different recommendations mention below that should be consider
by the manager of Global Grange Ltd for increasing its social media and digital media presence
along with this boosting sales of business. By consideration of social media and digital media
platforms tourism company will be able to enhance its business performance as well as conduct
marketing practices in more creative and innovative manner. Different recommendation is
respect of Global Grange Ltd is mention below –
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 Focus of customer engagement – Customer engagement play crucial and critical role in
overall development and growth of business. It is essential for organisation which is
performing business practices in tourism and hospitality sector to focus on customer
engagement practices as it will lead to have major affect over business and impact over
sales of company offering (Tafesse and Wien, 2018). By enhancing or increasing
customer engagement respective company will be able to identify the needs and
requirements of customers from company along with this it will lead to have significant
affect over organisation sales. Through enhancement of customer engagement practices
respective company will be able to develop strong and effective relationship with
potential customers. Focusing on customer engagement practices will lead to have
significant affect over business and help in boosting its performance in competitive
market area.
 Create proper data strategy – Global Grange Ltd needs to consider the client association
or interaction information which is currently available with company and will get later on
in future. This is significant for build up a drawn out strategy for gathering that
information to all the more likely investigate varying client commitment times. Likewise,
figure out which social channels better serve your business and what your clients react
more to. It is essential for respective organisation to develop effective and strong strategy
as this will lead to attract more and more customers towards company as well as increase
sales of products and services offered by organisation. Global Grange Ltd company needs
to create and proper data strategy that will lead to provide correct information about the
customers requirement and on the basis of collected data and information respective
company needs to develop strategies (Shareef and et.al., 2019). This will be helpful for
promoting and advertising products and services of respective organisation.
 Develop effective and clear objectives – It is important for Global Grange Ltd company
to develop effective and proper objectives according to which different task and practices
of business can be conducted. By having define objectives for checking your online
media advertising plans and afterward you will have the option to all the more effectively
recognize what should be changed or added inside your substance and client support
activities. Clear and effective objective of respective company will be very useful for
provide correct information and guidance according to which different practices and task
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of business needs to be performed. By setting clear and effective goals Global Grange
Ltd company will be able to develop proper plan for successfully and systematically
conducting practices. This is significant for saving time and cost of business as well as
managing all task in correct manner.
 Analytics and reporting – It is recommended to Global Grange Ltd company for
performing analytics and reporting practices in order to correctly and effectively
performing respective business practices (Buratti, Parola and Satta, 2018). Through
analytics and reporting activities Global Grange Ltd organisation will be able to gather
different kinds of information and it will assist in analysing response of target audience.
Social media platforms is very useful for collecting and gathering information about
different aspects and through analytics and reporting information can be interpretation in
better manner. so that correct decision could be used. This will help Global Grange Ltd
organisation to enhance business operation by gaining proper understanding and
information about customers needs and requirements.
 Mobile friendly – It is crucial for company to consider mobile friendly information to
customers as it will lead to provide more ease to customers (Iankova and et.al., 2019). By
having a general advertising system concur with at Global Grange Ltd portable technique
so it will have the option to finish up how to effectively utilize them together to make
heavenly commitment results, for example, utilizing messages to connect back to your
point of arrival site. Global Grange Ltd company should not ignore the importance of
mobile as most of the people have Smart phones which can be easy to use and it will
provide accurate information to customers. This will lead to have positive impact over
sales and customer engagement practices of business. By offering mobile friendly
services, customers will be able to search information about the products and services of
Global Grange Ltd. Though this, customers will be able to book hotel rooms form their
mobile and select other services they required.
 Enhance communication with customers – Communication play very important role in
tourism business as it will lead to affect over sales and performance of business. Despite
the fact that we live in digital and advance world, it doesn't means that organisation can
ignore the importance of communication customers (Mukherjee, 2019). It is not
necessary that company needs to talk like robots on the web. It has gotten critical to
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examine information that is identified with clients' conduct with respect to your image,
and afterward grow all the more excellent customized messages to send them. Global
Grange Ltd organisation needs to focus on enhancing communication with customers as
it will lead to have positive impact on overall performance and functioning of business. it
is crucial for respective company to identify needs and requirement of customers so that
correct and appropriate products and services which is according to customers
requirements can be provided to customers. By enhancing communication practices
respective company will be able to develop better relationship with customers.
 Personalized services – It is recommended to Global Grange Ltd company to provide
personalized services to customers as it will help in gaining competitive edge over other
rival companies (Arora and Sanni, 2019). There are different ways and approaches
through which respective company can offer personalized services to customers and it
will lead to have major impact over business practices. In personalized mails Global
Grange Ltd company will be able to provide information to customers about the services
in which they are more interested. Beside customized messages or mails, organizations
are additionally making full customized web associations. In view of the accomplishment
of your email showcasing endeavours, you ought to build up similar exceptional
experience through different channels, including social, portable and the web.
New social media strategy
Social media strategy can be describe as the approaches and practices which are consider by
organisation in order to successfully and effectively performing social media practices. It is
crucial for company to develop proper strategies in order to provide proper guidance and
direction to employees that are performing social media practices (Seo and Park, 2018). There
are different types of social media platforms which are consider by organisation such as
Instagram, Facebook, Pinterest, Twitter, and many others. Global Grange Ltd is a small and
medium size company which is providing its services in hospitality and tourism sector. It is
primary focusing on corporate travel and it is essential for this company to consider different
other social media strategy in order to increase its customer base as well as attract large number
of customers. Global Grange Ltd company is currently consider Instagram, Facebook and
Twitter as social media marketing strategy. It is essential for this company to consider different
and other social media marketing strategy with the motive of business growth and development.
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New social media strategy that could be consider by Global Grange Ltd company is
Youtube platform for providing information to customers in more creative and innovative
manner. Youtube platform provide interesting and creative videos of customers which is
information as well as includes proper information about the topic. Video advertising or
marketing can be consider as the ideal method to catch a group of people as well as attracting
audience in order to enhance business practices . Recordings of videos will give an all the more
captivating approach to build Global Grange Ltd image story as well as connects with your
crowd (Chen and Lin, 2019). Using YouTube to advance respective tourism business
accompanies with huge loads of advantages. Global Grange Ltd probably going to contact new
crowds and develop new customer base. Youtube platform include administration is free and it
will be able to provide free services to customers. This is consider as budget friendly approach as
its spending plan approach to grow your compass. Since Google claims YouTube, YouTube
recordings rank high in list items so respective company can probably see a critical lift in
business SEO results. Your people group will turn out to be more drawn in, and it's anything but
difficult to get motivation from others in your industry (Drummond, O'Toole and McGrath,
2020). One of the main advantage for Global Grange Ltd by consider YouTube as new social
media strategy as it will assist in tapping into new crowd by creating or uploading creative
content on YouTube platform. There are billions of individuals utilize the site for a wide range of
purposes, and keeping in mind that a portion of your clients may favour their data in composed
structure, there will be others inclined toward a video or two. Through YouTube respective
company will be able to develop creative and innovative video content which will help in
providing information about the services and products of Global Grange Ltd to customers
(Arrigo, 2018). This assist in making video of hotel rooms, view from the hotel and effective
staff services provided by Global Grange Ltd. This will help in attracting and influencing
customers towards business. This will help in making of specific content as YouTube and video
help in your image's story. This will help in enhancing the brand story at large level as well as
increasing awareness about the services and product offering to customers. It is essential to make
a video that draws in great many watchers consistently may appear to be a driven objective for
organizations that don't think organisational products and services are adequately and exciting to
get lots of views. Actually, YouTuber can direct people to the channel and provide effective
solution in order to settling a particular issue. Another benefit of YouTube is network
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