Research Report: Social Media's Impact on Holiday Inn Sales

This research proposal investigates the impact of social media tools on improving sales within the hotel industry, with a specific focus on Holiday Inn. The study explores the background of social media's significance in modern marketing and its transformation of marketing strategies, particularly within the hospitality sector. The research aims to understand the influence of social media tools like Facebook, YouTube, Twitter, and Instagram on increasing customer engagement and sales. The research questions focus on identifying key social media tools, understanding their significance in boosting hotel sales, and assessing their potential impact on Holiday Inn's performance. The methodology includes a literature review covering various social media tools and their benefits for the hotel industry, along with a quantitative research approach using surveys for data collection. The research also outlines the data analysis methods and a timeline for completing the study. The conclusion highlights the importance of social media in enhancing hotel operations and connecting with customers to increase revenue and profitability.

Research
Proposal

Table of Contents
Title: ................................................................................................................................................1
Background of the Study ................................................................................................................1
Research Aim and Objectives ........................................................................................................1
Research Questions .........................................................................................................................2
Rationale of the Research ...............................................................................................................2
Literature Review ............................................................................................................................2
Research Methodology and Data collection Tools .........................................................................4
Data Analysis ..................................................................................................................................4
Conclusion ......................................................................................................................................4
Time Scale ......................................................................................................................................5
References........................................................................................................................................8

Title:
The impact of social media tools on improvising the sales of hotel industry.
Background of the Study
The present exploration determined tha impact of social media tools on improvising the
sales of hotel industry, therefore, social media has become one of the most powerful business
imperative. Thus it has transformed the marketing strategies to growing hotel industry. With the
developing wide range of net users the usage of social media has develop over the past few years
(Minazzi, 2015). However, the utilization of social media has progressively increases through
individuals to business. In the terms of hotel industry social media performs a proactive function
in increasing the rush of customers via attracting them through social media tools such as
Facebook, YouTube, Twitter, Instagram etc. However, businesses are applying social media as
the key vehicle which aids the organisation in achieving targeted goals and objectives (Jones,
Borgman and Ulusoy, 2015). Holiday Inn is the selected business for this specific project as it is
a large British owned American brand of hotels and recognised to be the key subsidiary of
InterContinental Hotels Group. The primary motive of the business is to increasing sales of hotel
within market via implementing the appropriate utilization of social media instrument. The
organsiation was founded in the year of 1952 by the significant efforts of Kemmons Wilson. The
headquarter of the firm is in Denham, Buckinghamshire, United Kingdom. The company is
mainly operated in around 1,145 locations and providing effective food services, lodging,
conventions, meetings and timeshares (He, Wang and Akula, 2017).
Research Aim and Objectives
Research Aim
To explore the impact of social media tools on improvising the sales of hotel industry. A
case study of Holiday Inn.
Research Objectives
 To develop understanding regarding the area of social media tools.
 To examine the significance of social media tools in increasing the sales of Hotel
Industry.
 To determine the potential impact of social media tools on developing the performance of
hotel Holiday Inn.
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Research Questions
Research questions are mainly recognised to be the most effective area of research as it is
efficacious in aiding the whole investigation in suitable way to arrival at the key results (Tham,
Croy and Mair, 2013). This section is interconnected with the aim and objectives of the research
and explore knowledge via developing literature review through analysing the opinion and views
of others. The key questions of this present exploration are associated as under:
 What are the key tools of social media?
 What are the significance of social media tools in increasing the sales of Hotel Industry?
 What is the potential impact of social media tools on developing the performance of hotel
Holiday Inn?
Rationale of the Research
The existing undertaking is efficacious in exploring knowledge and idea about the
influence of social media tools on improvising the sales of hotel industry. Therefore, the scope of
this study is wide as it is imperative in today's modern business area, as it provide leverage to the
businesses to execute social media tools for enhancing the sales and revenue of the business
(Leung, Sun and Bai, 2017). The key intention of the investigator is the individual curiosity as
the research needs to gain in-depth idea about the term of social media and how it is efficacious
in enhancing the sales of hotel. This study has personal as well as professional concern as it is
efficacious in developing the ability of individual to execute an another research in more
effective manner in their future.
Literature Review
Literature review refers as an useful and systematic process that is used for gathering
secondary and detailed information. In this section of research, number of secondary sources will
be used by researcher such as books, magazines, articles, publication study etc. Main purpose of
this section is to ascertain the gaps in previous study as well as addressing each objectives of
study in systematic manner.
Understanding regarding the area of social media tools
According to the Hudson 2019, social media introduces an an useful platforms of
marketing that used by every organisation for promoting their services and products in
marketplace. There are wide range of social media ways i.e. Facebook, Instagram, YouTube etc.
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These are consider main tools of social media that are beneficial for an organisation. With the
help of these tools, they can well promote their products or services and also attract large number
of customers easily. Along with this, there are various tools of social media which are Hootsuite,
Buffer, Sprout social, CoSchedule, social pilot etc. These are useful tools of social media that
supports account managers to collect feedbacks from customers (Choi and Thoeni, 2016). It turn
to builds a strong bond that is more crucial and important to the long term growth and success of
an organisation.
The significance of social media tools in increasing the sales of Hotel Industry.
According to the Shareef and et. al., 2019, there are number of importance of social
media tools that will be beneficial for hotel industry. These are build awareness, encourage
engagement, increase customer base, increase sales, improve brand image etc. These are main
benefits of using social media tools. It will further support an organisation in development of its
success and growth easily. Social media is an effective and useful tool for hotel industry as it
support them to innovate their products and services to customers and in marketplace (Kiráľová
and Pavlíčeka, 2015). This turn to helps them by increasing number of customers and also
increasing their sales within given time period. Along with this, there are some benefits that gain
by hotel industry by using social media tools such as increased brand awareness, More Inbound
Traffic, Improved Search Engine Rankings, . Higher Conversion Rates, better and high
customer satisfaction.
The potential impact of social media tools on developing the performance of hotel Holiday
Inn.
As per the view presented by Bhattacharya. 2019, social media tools have positive effects
on development business performance of Holiday Inn. There are some positive effects such as it
adds a new dimension to their omni channel customer service, supports an organisation to reach
out to a bigger audience, creates word of mouth, allows collecting first hand customer feedback,
enhances user engagement, drive force of growth tools etc. These are consider potential impact
of social on business performance and growth of company (Dijkmans, Kerkhof and Beukeboom,
2015). It would also support hotel by increasing customer base as well as also improving brand
reputation of company. Along with this, different tools of social media also support hotel by
boosting its brand loyalty and enhancing brand awareness among customers.
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Research Methodology and Data collection Tools
The key concern of the researcher is to chose the most appropriate methodology for the
reason of assisting the overall investigation in accurate way to reaching at the key outcome. A
research is either qualitative and quantitative in nature, therefore, in this existing research work
quantitative research will be suitable to assist an in-depth investigation in relation to the area of
analysing the impact of social media tools on improvising the sales of hotel industry.
Furthermore, data collection is also an imperative area which takes an effective part in
accumulation of valid and reliable information (Xiang and et. al., 2015). This area of research is
mainly comprehend on primary as well as secondary source of information accumulation.
Therefore, in this present exploration work both the tools will be efficacious in conducting
appropriate investigating on the selected investigation region, thus Primary research has to be
effectively implemented by survey in which questionnaire will be developed on the contrary
side, secondary research will be effective in generating a detailed theoretical frame work through
generating information via books, journals, articles, past research etc. However, this section
develops an effective literature review which provides brief knowledge regarding the chosen
study area (Chanthinok, Ussahawanitichakit and Jhundra-indra, 2015). In this sampling will be
select at random basis from the probabilistic tools, therefore, In this sample size of 30 will be
effective in assisting the overall work towards generating appropriate results.
Data Analysis
This is also an essential are to be considered by the researcher as it is effective in
analysing the data to reaching at potential results. In this present investigation context, thematic
analysis will be the most proactive tools for analysing the investigation, therefore, this approach
is based on developing themes on the questions that signifies the results and targets of the
investigation (Hajli, 2014).
Conclusion
As per in-depth analysis of the project it is being discussed that, social media is
recognised to be an efficacious origin that is appropriate in processing opportunities for the
businesses to enhance their operations at market place. Therefore, in today's contemporary
enterprise surroundings, hotels are very much concern over increasing their revenue and sales as
to accomplishing significant maturation or development, However, social media is turned as the
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best way to implementing interconnection with buyers at international basis and increase the rush
of buyers to generate more revenue and profitability.
Time Scale
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References
Books and Journals
Chanthinok, K., Ussahawanitichakit, P. and Jhundra-indra, P., 2015, July. Social media
marketing strategy and marketing outcomes: A conceptual framework. In Allied
Academies International Conference. Academy of Marketing Studies. Proceedings (Vol.
20, No. 2, p. 35). Jordan Whitney Enterprises, Inc.
Choi, Y. and Thoeni, A., 2016. Social media: is this the new organizational stepchild?. European
Business Review.
Dijkmans, C., Kerkhof, P. and Beukeboom, C. J., 2015. A stage to engage: Social media use and
corporate reputation. Tourism management. 47. pp.58-67.
Hajli, M. N., 2014. The role of social support on relationship quality and social
commerce. Technological Forecasting and Social Change. 87. pp.17-27.
He, W., Wang, F. K. and Akula, V., 2017. Managing extracted knowledge from big social media
data for business decision making. Journal of Knowledge Management.
Jones, N., Borgman, R. and Ulusoy, E., 2015. Impact of social media on small
businesses. Journal of Small Business and Enterprise Development.
Kiráľová, A. and Pavlíčeka, A., 2015. Development of social media strategies in tourism
destination. Procedia-Social and Behavioral Sciences. 175. pp.358-366.
Leung, X. Y., Sun, J. and Bai, B., 2017. Bibliometrics of social media research: A co-citation
and co-word analysis. International Journal of Hospitality Management, 66, pp.35-45.
Minazzi, R., 2015. Social media marketing in tourism and hospitality.
Tham, A., Croy, G. and Mair, J., 2013. Social media in destination choice: Distinctive electronic
word-of-mouth dimensions. Journal of Travel & Tourism Marketing. 30(1-2). pp.144-
155.
Xiang, Z. and et. al., 2015. What can big data and text analytics tell us about hotel guest
experience and satisfaction?. International Journal of Hospitality Management. 44.
pp.120-130.
Online
Hudson. M., 2019 S., 2019.
What Is Social Media? [Online]. Available through:
<https://www.thebalancesmb.com/what-is-social-media-2890301>.
Bhattacharya. S., 2019.
Ways How Social Media Impacts Your Businesses. [Online]. Available through:
<https://www.revechat.com/blog/top-9-ways-social-media-impacts-businesses/>.
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