Optimizing Digital Marketing in Hospitality Industries
Corresponding Author(s) : Muhamad Viktor A Sin
Startupreneur Business Digital (SABDA Journal),
Vol. 2 No. 1 (2023): Startupreneur Business Digital (SABDA)
Abstract
Digital marketing is currently an important aspect of the hospitality industry as it allows hotels to reach out and connect with potential guests as they spend most of their time digitally. Currently, not all hotels take advantage to spend their money on annual budgets to make digital marketing strategies more effective, such as social media, which only makes promotions without any interaction with their followers, Search Engine Optimizer investment, and online hotel review. In the competitive hospitality industry, a strong digital presence is critical to attracting and retaining customers. Hotels can use a variety of digital marketing strategies to grow their business and capture the attention of potential guests. This study uses different digital marketing strategies to do business with different social media platforms and uses the medium of search engine optimization (SEO) to optimize websites and content for specific keywords. Digital marketing is a powerful tool for hotels looking to attract and retain customers in the digital age. The main objective of the magazine is to outline digital marketing strategies for the different target groups of hotels and the most diverse tourism players. By utilizing the various channels and digital technologies available, hotels can effectively reach and engage with their audience and drive business growth.
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- V. Damnjanović, D. Lončarić, and J. Dlačić, “TEACHING CASE STUDY: Digital marketing strategy of Accor Hotels: shaping the future of hospitality,” Tourism and hospitality management, vol. 26, no. 1, pp. 233–244, 2020.
- F. Ye, H. Yan, and Y. Wu, “Optimal online channel strategies for a hotel considering direct booking and cooperation with an online travel agent,” International Transactions in Operational Research, vol. 26, no. 3, pp. 968–998, 2019.
- D. Darmaji, D. Kurniawan, A. Astalini, A. Lumbantoruan, and S. Samosir, “Mobile learning in higher education for the industrial revolution 4.0: Perception and response of physics practicum,” 2019.
- N. Lettas, “Hotel Internet Marketing Strategies,” 2017.
- Sudaryono, U. Rahardja, and E. P. Harahap, “Implementation of Information Planning and Strategies Industrial Technology 4.0 to Improve Business Intelligence Performance on Official Site APTISI,” J Phys Conf Ser, vol. 1179, no. 1, pp. 0–7, 2019, doi: 10.1088/1742-6596/1179/1/012111.
- U. Rahardja, “Social Media Analysis as a Marketing Strategy in Online Marketing Business,” Startupreneur Bisnis Digital (SABDA Journal), vol. 1, no. 2, pp. 176–182, 2022.
- R. Berman and Z. Katona, “The role of search engine optimization in search marketing,” Marketing Science, vol. 32, no. 4, pp. 644–651, 2013.
- D. Szetela and J. Kerschbaum, Pay-per-click search engine marketing: An hour a day. John Wiley & Sons, 2010.
- L. Khmiadashvili, “Digital marketing strategy based on hotel industry study in Tbilisi,” International E-Journal of Advances in Social Sciences, vol. 5, no. 14, pp. 922–927, 2019.
- M. Attaran and A. Gunasekaran, “Applications of blockchain technology in business: challenges and opportunities,” 2019.
- R. Beck, M. Avital, M. Rossi, and J. B. Thatcher, “Blockchain technology in business and information systems research,” Business & information systems engineering, vol. 59. Springer, pp. 381–384, 2017.
- B. D. Wicaksono and S. Anggraeni, “Perancangan Website Sistem Informasi Transaksi Tagihan Layanan Purna Jual Properti Pada Pollux Properti Indonesia,” TMJ (Technomedia Journal) Vol. 5 No. 2 Februari 2021, p. 132, 2021.
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- G. Salviotti, L. M. de Rossi, and N. Abbatemarco, “A structured framework to assess the business application landscape of blockchain technologies.,” 2018.
- J. G. Punzon, “Digital Customer Journey in the Luxury Hotel Experience: A Case Study Approach,” in Advanced Digital Marketing Strategies in a Data-Driven Era, IGI Global, 2021, pp. 246–260.
- K. Kano, L. K. Choi, and B. subhan Riza, “Implications of Digital Marketing Strategy The Competitive Advantages of Small Businesses in Indonesia,” Startupreneur Bisnis Digital, vol. 1, no. 1 April, pp. 44–62, 2022.
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- S. Kladou and E. Mavragani, “Assessing destination image: An online marketing approach and the case of TripAdvisor,” Journal of destination marketing & management, vol. 4, no. 3, pp. 187–193, 2015.
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- P. A. Sunarya, A. Williams, A. Khoirunisa, A. S. Bein, and D. M. Sari, “A Blockchain Based Online Business Intelligence Learning System,” Blockchain Frontier Technology, vol. 1, no. 01, pp. 87–103, 2021.
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References
V. Damnjanović, D. Lončarić, and J. Dlačić, “TEACHING CASE STUDY: Digital marketing strategy of Accor Hotels: shaping the future of hospitality,” Tourism and hospitality management, vol. 26, no. 1, pp. 233–244, 2020.
F. Ye, H. Yan, and Y. Wu, “Optimal online channel strategies for a hotel considering direct booking and cooperation with an online travel agent,” International Transactions in Operational Research, vol. 26, no. 3, pp. 968–998, 2019.
D. Darmaji, D. Kurniawan, A. Astalini, A. Lumbantoruan, and S. Samosir, “Mobile learning in higher education for the industrial revolution 4.0: Perception and response of physics practicum,” 2019.
N. Lettas, “Hotel Internet Marketing Strategies,” 2017.
Sudaryono, U. Rahardja, and E. P. Harahap, “Implementation of Information Planning and Strategies Industrial Technology 4.0 to Improve Business Intelligence Performance on Official Site APTISI,” J Phys Conf Ser, vol. 1179, no. 1, pp. 0–7, 2019, doi: 10.1088/1742-6596/1179/1/012111.
U. Rahardja, “Social Media Analysis as a Marketing Strategy in Online Marketing Business,” Startupreneur Bisnis Digital (SABDA Journal), vol. 1, no. 2, pp. 176–182, 2022.
R. Berman and Z. Katona, “The role of search engine optimization in search marketing,” Marketing Science, vol. 32, no. 4, pp. 644–651, 2013.
D. Szetela and J. Kerschbaum, Pay-per-click search engine marketing: An hour a day. John Wiley & Sons, 2010.
L. Khmiadashvili, “Digital marketing strategy based on hotel industry study in Tbilisi,” International E-Journal of Advances in Social Sciences, vol. 5, no. 14, pp. 922–927, 2019.
M. Attaran and A. Gunasekaran, “Applications of blockchain technology in business: challenges and opportunities,” 2019.
R. Beck, M. Avital, M. Rossi, and J. B. Thatcher, “Blockchain technology in business and information systems research,” Business & information systems engineering, vol. 59. Springer, pp. 381–384, 2017.
B. D. Wicaksono and S. Anggraeni, “Perancangan Website Sistem Informasi Transaksi Tagihan Layanan Purna Jual Properti Pada Pollux Properti Indonesia,” TMJ (Technomedia Journal) Vol. 5 No. 2 Februari 2021, p. 132, 2021.
A. Himki, T. Ramadhan, Y. Durachman, and E. S. Pramono, “Digital Business Entrepreneurship Decisions: An E-Business Analysis (A Study Literature Review),” Startupreneur Bisnis Digital, vol. 1, no. 1 April, pp. 107–113, 2022.
H. T. Sukmana, “Prototyping ITSDI Journal Center Menggunakan Tools Invision Untuk Mewujudkan Creative Innovation Soft Skill Di Era Industri 4.0,” ADI Bisnis Digital Interdisiplin Jurnal, vol. 1, no. 1, pp. 56–69, 2020.
L. Sunarya, A. D. Purbayani, and N. Handayani, “Media Video Promosi Pada Roofpark Cafe & Restaurant Pucak Bogor Jawa Barat,” TMJ (Technomedia Journal) Vol. 5 No. 2 Februari 2021, p. 220, 2021.
N. Sany and M. Kurniawan, “Sistem Informasi Surat Masuk Pada Pengelolaan Rantai Suplai Satuan Kerja Khusus Migas,” TMJ (Technomedia Journal) Vol. 5 No. 1 Agustus 2020, p. 27, 2021.
G. Salviotti, L. M. de Rossi, and N. Abbatemarco, “A structured framework to assess the business application landscape of blockchain technologies.,” 2018.
J. G. Punzon, “Digital Customer Journey in the Luxury Hotel Experience: A Case Study Approach,” in Advanced Digital Marketing Strategies in a Data-Driven Era, IGI Global, 2021, pp. 246–260.
K. Kano, L. K. Choi, and B. subhan Riza, “Implications of Digital Marketing Strategy The Competitive Advantages of Small Businesses in Indonesia,” Startupreneur Bisnis Digital, vol. 1, no. 1 April, pp. 44–62, 2022.
U. Rahardja and A. Roihan, “Design of Business Intelligence in Learning Systems Using iLearning Media,” Universal Journal of Management, vol. 5, no. 5, pp. 227–235, 2017.
J. M. Núñez-Tabales, M. Á. Solano-Sánchez, and L. Caridad-y-López-del-Río, “Ten Years of Airbnb Phenomenon Research: A Bibliometric Approach (2010–2019),” Sustainability, vol. 12, no. 15, p. 6205, 2020.
P. A. W. Sagita and I. M. K. Negara, “FAKTOR-FAKTOR YANG MEMPENGARUHI WISATAWAN DALAM MELAKUKAN PEMESANAN AKOMODASI MELALUI ONLINE TRAVEL AGENTS DI KAWASAN WISATA UBUD,” Jurnal IPTA p-ISSN, vol. 7, no. 2, p. 2019, 2019.
S. Kladou and E. Mavragani, “Assessing destination image: An online marketing approach and the case of TripAdvisor,” Journal of destination marketing & management, vol. 4, no. 3, pp. 187–193, 2015.
A. Hooper and D. Holtbrügge, “Blockchain technology in international business: changing the agenda for global governance,” Review of International Business and Strategy, vol. 30, no. 2, pp. 183–200, 2020.
P. A. Sunarya, A. Williams, A. Khoirunisa, A. S. Bein, and D. M. Sari, “A Blockchain Based Online Business Intelligence Learning System,” Blockchain Frontier Technology, vol. 1, no. 01, pp. 87–103, 2021.
Q. Aini, U. Rahardja, I. Handayani, M. Hardini, and A. Ali, “Utilization of google spreadsheets as activity information media at the official site alphabet incubator,” in Proceedings of the International Conference on Industrial Engineering and Operations Management, 2019, pp. 1330–1341.
U. Sekaran and R. Bougie, Research methods for business: A skill building approach. John Wiley & Sons, 2016.
N. Septiani, A. S. Bist, C. S. Bangun, and E. Dolan, “Digital Business Student Development for Entrepreneurs with Software,” Startupreneur Bisnis Digital, vol. 1, no. 1 April, 2022.
N. E. Alfia, “Perancangan Aplikasi Retensi Data Pada Database MySQL (Studi Kasus: PT. Telkomsigma),” JUSIBI (Jurnal Sistem Informasi dan E-Bisnis), vol. 2, no. 3, pp. 364–374, 2021.
B. Radde, Digital Guest Experience: Tools to help hotels to manage and optimize the digital guest experience. tredition, 2017.