Impact of Social Media Techniques on Hilton Hotel Sales Performance

This report presents a management research project analyzing the impact of social media techniques on the sales performance of the Hilton Hotel. The study investigates the advantages of social media, strategies for attracting business travelers, problems encountered during implementation, and recommendations for improving the consumer base. The research employs a qualitative approach, utilizing questionnaires administered to 30 respondents to gather primary data. Key findings reveal that employees agree on implementing digital technology, the hotel actively manages social media accounts, and social media has positively impacted sales. The report includes thematic analysis of the collected data, exploring themes such as employee agreement on digital technology, the hotel's social media presence, sources of social media awareness, the impact of social media on sales, and the advantages and challenges associated with its use. The research concludes with an evaluation of the research techniques used and provides interpretations and analysis of the results, offering valuable insights into how social media can be leveraged to enhance sales in the hospitality industry. The report also highlights the importance of skilled employees and creative content creation in successful social media marketing strategies. The research concludes that social media techniques have a positive impact on sales and brand recognition.

Research Project

Table of Contents
TASK 1............................................................................................................................................1
1.1 Outline Specification ............................................................................................................1
1.2 Contributing factors for selecting Research Project .............................................................1
1.3 Critical Review......................................................................................................................2
1.4 Brief of Research Proposal....................................................................................................2
1.5 Appropriate Plan...................................................................................................................3
TASK 2............................................................................................................................................4
2.1 Resources for Research Question..........................................................................................4
2.2 undertaking the proposed research investigation in accordance with Questionnaire............5
2.3 recording and collating relevant data....................................................................................6
TASK 3..........................................................................................................................................15
3.1 research evaluation techniques...........................................................................................15
3.2 interpretation and analysis of the results............................................................................15
3.3 Conclusion and Recommendation.......................................................................................17
TASK 4..........................................................................................................................................19
4.1 appropriate media to present the outcomes........................................................................19
REFERENCES..............................................................................................................................20

Topic: Management research on Hotel Hilton to improve the sales aspect through Social Media
Techniques
TASK 1
1.1 Outline Specification
Overview
The world has been transformed with a great interconnectivity among human beings who
are living all over. It has lead to arise a new trend of several Social Media Platform which is
providing a culture of stronger connectivity. At times, it has been proved as beneficial for
expressing views to million people who are interlinked through these platforms. This idea is
successfully implemented in business activities mainly for effective promotional activities
instantly. The following report is based on Hilton hotel that provides various hospitality services
and the impact on sales due to adoption of this strategy.
Aim: To analyse the impact of Social Media on the sales operation of hospitality
industry: A study of Hilton Hotel.
Objectives :
 To assess the advantages of Social Media Techniques on Sales Department
 To formulate strategies for attracting segment of business travellers
 To ascertain the problems associated with implementing this strategy for promotions
 To recommend and suggest various ways for improving the consumer base for their
services.
1.2 Contributing factors for selecting Research Project
There can be many factors which can be considered while selecting the topic for research
as there are various communication mixes which are used by hospitality firms to promote
themselves in order to attract various kind of travellers to get converted into their consumers.
But all the strategies which are used under promotional mix has many disadvantages and
consume lots of time; therefore, it is very necessary to adopt such technique which can reduce
timeliness and provide instant implications and associated results. For this, Social Media is the
best platform that can be used for promoting services and product of Hilton Hotel.
1.3 Critical Review
Agnihotri and et.al. (2016) has stated that with the rise of digital technology,
promotional strategies of the company has been changed in various aspects. Now, the manual
1

strategies are completely changed into automation and this resulted in adoption of social media
technique . It has many benefits which can be related to several operations of hospitality
industry. As the individuals are focussing on social trends and their attachment with several
social media platforms has lead them to take it as an opportunity for using in their marketing
operations to increase sales by attracting more customers. It has an access to millions of people
who are living across the world and with this one can get global recognition in an easy possible
manner. With an adoption of this technique, company has reduced their number of strategies for
promotions and also tends to save their time; thus, making their strategy more effective in the
practical scenario.
On the other side, Pizam and et.al. (2016) argued that it
leads to give rise for many extra cost factors as the organisation has to employ skilled experts for
implementing these techniques for the increase in their sales. These candidates are efficiently
skilled but requires a good salary for their work. Apart from this with the concept of saving
time, has served the maximisation of complexities in associated processes.
1.4 Brief of Research Proposal
Background
For incrementing the sale aspect of any hotel it is necessary to attract every segment of
traveller such as Leisure, Business and frequent travellers. There are many internal and the
external factors that influences their choices for choosing hotel for availing services. It is very
necessary to update all strategies which are related to promoting their services which can only be
possible through creating brand awareness that leads to provide a great recognition among
potential customers who are present all around the world. Therefore, to gather them Social Media
platform is an effective medium to promote themselves reducing the effect of cost and time
factor.
Methodology
Research Type- The research will use qualitative research for determining impact of
Social media Platform.
Research Approach- The approach which will be used is inductive approach for
formulating strategies to attract business travellers.
Research Philosophy- Scholar will follow the philosophy of interpretvism by
interpreting results and providing conclusions.
2

Data Collection-The data will be primary which will be collected through questionnaire
Sampling- Number of respondents will be 30.
Data Analysis-Thematic Analysis will be adopted for analysing data.
1.5 Appropriate Plan
Timeline was decided for every activity by the researcher for accomplishing his study on
time; as task which are not complete on time leads to degrade the effectiveness of research. This
following is the plan which is decided by the scholar for investigation.
3

TASK 2
2.1 Resources for Research Question
Research Resources
Factors associated with social Media that
have impacted the Sales
Books, Journals and articles which are related
to Social Media Techniques
4

Research questions Data analysis using thematic analysis for
interpreting the results
Research objectives Drafting questionnaire by concentrating on
travellers as the potential customers and MS-
Word
2.2 undertaking the proposed research investigation in accordance with Questionnaire
Questionnaire
Demographic information
Name_____
Gender
 Male ()
 Female ()
1. Do you agree on implementation of Digital technologies in business activities?
Agree
Not Agree
2.Does the hotel brand name handles social media accounts?
Yes
No
3. How you got aware with the concept of Social Media Techniques?
Competitors
Employees
Media Sources
All of the above
4. How much share of percentage does this technique has in promotional strategies of Hotel?
Below 15%
5

Below 50%
Above 60%
Above 80%
5. How has the use of Social Media has impacted your sales?
Advantageous Manner
Sales got declined
No effect
6. What are the advantages you notice in after using Social Media platform for promotions?
Increase in Sales
Brand Recognition
Maximised Efficiency
Effective Promotions
All of the Above
7. What problems get raised after adopting this technique?
Requirement of Skilled Employees
Advanced system
Creative content Maker
Lack of Knowledge
8. What percent of Total Sales has been increased after leading promotion through this
Medium ?
Below 2%
2% to 5%
More than 5%
9.Are you satisfied with the result which has been derived firm this method?
Completely Satisfied
Dissatisfied
Neutral
2.3 recording and collating relevant data
Theme 1:Employees are agreed on implementation of Digital Technology in business activities
1. Do you agree on implementation of Digital technologies in Number of Percentage
6

business activities? Respondents Share
Agree 25 83.33%
Not Agree 5 16.67%
Total 30 100.00%
Theme 2: Hotel handles various Social Media accounts under the brand name.
2.Does the hotel brand name handles social media accounts?
Number of
Respondents
Percentage
Share
Yes 28 93.33%
No 2 6.67%
Total 30 100.00%
7
Agree Not Agree
0
5
10
15
20
25
Number of Respondents
Percentage Share

Theme 3: employees got aware of social media through competitors other employees and media
sources
How you got aware with the concept of Social Media
Techniques?
Number of
Respondents
Percentage
Share
Competitors 5 16.67%
Employees 3 10.00%
Media Sources 2 6.67%
All of the above 20 66.67%
Total 30 100.00%
8
Yes No
0
5
10
15
20
25
30
Number of Respondents
Percentage Share

Theme 4:Share of percentage this technique has in promotional strategies of Hotel is above 60%
How much share of percentage does this technique has in
promotional strategies of Hotel?
Number of
Respondents
Percentage
Share
Below 15% 5 16.67%
Below 50% 5 16.67%
Above 60% 15 50.00%
Above 80% 5 16.67%
Total 30 100.00%
9
Competitors Employees Media SourcesAll of the above
0
2
4
6
8
10
12
14
16
18
20
Number of Respondents
Percentage Share

Theme 5: use of Social Media has impacted the sales in advantageous manner
How has the use of Social Media has impacted your sales?
Number of
Respondents
Percentage
Share
Advantageous Manner 20 66.67%
Sales got declined 2 6.67%
No effect 18 60.00%
Total 30 100.00%
10
Below 15% Below 50% Above 60% Above 80%
0
2
4
6
8
10
12
14
16
Number of Respondents
Percentage Share