Implications Of Digital Technology On Buyer Behaviour And Marketing Strategies In Hospitality Industry

Description of Business and the market of its operation

Swan Hotel acts as the ideal venue that can accommodate private gathering of around 20 guests. It can even holds an event in the cocktail style for around 150 guests (Theswan.com.au 2018). The professional team of The Swan Hotel helps in making an event memorable for the guests. Digital marketing refers to marketing of products along with services that makes use of digital technologies like internet, mobile phone and other digital mediums. Digital marketing strategy refers to a form of strategic management that makes use of new technologies for achieving the business objectives. This report discusses about the business of The Swan Hotel and the Australian market within which it operates. It provides description of the current marketing strategies of The Swan Hotel. It critically analyses the digital trends in the microenvironment. The report describes the main areas in the industry and the company that will be impacted by the digital marketing technology within next two years. It also suggests the recommendations in relation to the digital marketing approach of the company.

Swan Hotel in Richmond is the name of a local pub that caters to the interests of business customers along with families in Australia. The beer garden of Swan mixes with the charming interior that helps in serving pub food at a great price. The Swan acts as the ideal function venue that provides a place of celebration for engagements along with the corporate events. The front bar of Swan Hotel has open fire place along with great music that shows love sports along with events. The friendly bar staff of Swan Hotel helps in promoting atmosphere of relaxation along with fun. Swan Hotel has a relaxed dining room where around 40 guests can seat where they can enjoy dishes that are delicious. Swan Hotel is also instrumental in providing unique room that provides opportunity to the people for cozy dining. Hotel industry can be said to be an important sector in Australian economy. It helps in giving employment opportunities for around 270,000 people in Australia (Donnelly et al. 2015). The hotels in Australia act as the consumers in relation to locally supplied foods along with services. They help in providing support to the local sporting along with community organizations. The hotel helps in providing valuable service as an entertainment hub for tourists along with local community.

The Swan Hotel makes use of the social media platforms of Facebook and Instagram for reaching out to the consumers in Australia. Face Book has tools along with features that help in engaging the customers and cultivate the aspect of guest loyalty (Järvinen and Karjaluoto 2015). Face Book helps The Swan Hotel in getting real value by the help of modest investment of the resources. The Swan Hotel has a free Face Book page that helps them in reaching out to a large number of people in Australia. The fans and the potential new customers can interact with the hotel by taking recourse to Face Book that helps in promoting the hotel in front of the customers. The digital marketing carried out by The Swan Hotel with the help of Face book helps them in making the consumers aware about the unique services provided by the hotel (Chaffey 2015). Face Book helps in increasing the brand awareness of the company and helps in collecting leads for the propagation of business of The Swan Hotel. Face Book helps in increasing the conversion on the website of The Swan Hotel (Leeflang et al. 2014). The Swan hotel takes recourse to demographic data collected over Face Book for the purpose of targeting the consumers. Face Book helps The Swan Hotel in targeting the customers in an effective manner.

Marketing strategy of The Swan Hotel

The popular social platform of Instagram is also used by The Swan Hotel for monitoring the brand. The built-in-features of Instagram helps The Swan Hotel in finding the images which features the hotel. Instagram helps the hotel in finding out more regarding the target audience because they can find the comments of the people that helps them in improving the hotel experience. Instagram is made use of by The Swan Hotel for telling about the events that take place in the hotel that helps in increasing the popularity of the hotel. Instagram helps the hotel in sharing media within the real time that shows progression in relation to the new developments. Instagram helps the consumers in knowing about the pub food along with the wine list that are offered at a fantastic price (Baltes 2015). The pictures on Instagram feature the dishes offered at the hotel like Turkish Bread, Garlic Cheese Pizza, Chicken Wings, Burger Sliders, Loaded Fries, Vegan Nachos and the Vegetarian Nachos. The innovative salads of The Swan Hotel like Baby Cos are featured on the social platform that helps the people in knowing about the special dishes of the hotel (Kaufman and Horton 2014).

The hospitality industry in Australia makes use of digital along with mobile technology that helps in enhancing the customer experience. The pubs in Australia provide the facility of free Wi- Fi that serves the needs of the modern day consumers. Mobile technology has changed the behaviour of the people and the young customers are digitally connected in the present age. The mobile apps are used by the pubs in Australia that helps in the aspect of driving the sales (Ryan 2016). The mobile apps of the pubs in Australia makes use of geo-location technology that helps them in sending discounts along with offers to the phone of the customers. The digital loyalty schemes are used by the pubs in Australia that helps them in collating data in relation to the consumers (Aha.org.au 2018). The offers are personalised by the pubs in Australia that helps them in targeting the customers in a relevant manner. The pubs in Australia provide the facility of paying by taking recourse to mobile apps that works for the benefit of the customers. With the help of the mobile apps the kitchen gets the order as soon as the customer makes a decision that can help the hotel in serving the dishes in an efficient manner (Ryan 2016).

Digital Trends in Microenvironment

The Digital marketing technology can help in targeting the consumers on the basis of their previous purchase. The customers who are buying one product can be offered discount on another product that can encourage the customers in spending more in the future. The contactless POS card payment machine can be used by the pubs that can offer help in the area of customer service (Crittenden and Crittenden 2015). The contactless payment card can greatly help the consumers in the area of payment that can act to their convenience. The modern day customers do not want to make use of mobile and wearable tech can be used by the consumers in the present age. Contactless key fob and the ring can alter the area of payment of the hospitality industry within next two years (Tiago and Veríssimo 2014). Artificial Intelligence can be used by the pubs in Australia that can help in the creation of memorable experiences for the customer. Automation system can be used by the operations of the pubs that can help them in the arena of operating the lights and air- conditioners of the room (Holliman and Rowley 2014). This can ease the work of the people involved in the area of housekeeping along with maintenance of the pubs. These kind of changes in digital technology can offer help in the area of customer service along with operations of the hotels in the next two years.

Google Adwords can be used by The Swan Hotel that can help in the generation of more traffic along with leads for the pub in Australia. The well-optimized Adwords campaign can work faster for their business that can help in driving the profit of The Swan Hotel. Google Adwords focuses on the aspect of multiple keywords and since these advertisements appear at the top of a page it can help the business in getting immediate visibility. This platform is more transparent as it can help The Swan Hotel in knowing regarding what is going on with the advertisements (Järvinen and Karjaluoto 2015). Ranking in relation to a keyword requires a lot of hard work and well-written articles has to be written to serve this end. The paid advertisements can give The Swan Hotel visibility that can help in the generation of more leads for the company.

E-mail marketing can be used by The Swan hotel that can help in promoting the company to the consumers in Australia. E-mail marketing will be able to create personalized interactive relationship with the customers. Permission based e-mail marketing can be used by The Swan Hotel and this digital marketing strategy can help more number of people in knowing about the unique services of The Swan Hotel (Stone and Woodcock 2014). E-mail can be said to be relatively inexpensive and it can help in reaching a broad client base that can greatly work for the benefit of The Swan Hotel.

Impact of Digital Marketing Technology on hotel industry

Face Book live video streaming can be used by The Swan Hotel and it can help the business in reaching a larger audience as compared to a typical video post. 360 degree video capability can also be used by The Swan Hotel that can help in providing in-depth experience to the consumers. The videos can showcase the menu, catering packages and different features of venue that can help in reaching out to a broader audience in Australia (Stone and Woodcock 2014). The Swan Hotel can invest in the high-end equipment that can help in producing superior quality of video that can attract the customers. This can help in offering more stability along with options that can greatly cater to the needs of the modern day consumer.

Figure: Action Plan of The Swan Hotel

Source: Created by the Author

Conclusion

Swan Hotel helps in catering the business customers along with the families living within Australia. It helps in providing a place where the people can celebrate in the case of an engagement or corporate event. Swan Hotel uses Face Book along with Instagram that can help the business in getting the attention of a large number of consumers in Australia. The tools along with features of Face Book are used by the company for engaging with the customers which helps in the aspect of building of brand loyalty. Demographic data can be collected on Face Book that can help in targeting the right consumers. Instagram has features that helps it finding images related to the hotel. This helps the company in targeting the right audience by making use of the comments that are posted by people over the platform of social media. Hospitality industry within Australia uses mobile technology that can augment the experience of customers. Free Wi-Fi is provided by the pubs within Australia that helps in meeting the need of the modern day consumers. Mobile technology has succeeded in changing behaviour of people in Australia. Contactless payment card can act as a boon for the consumers in the present age in relation to payment. Google Adwords can be used by Swan Hotel that can pave the path for more traffic for the pubs in Australia. It can help the hotel in earning more revenue. E-mail marketing can also help in promoting the hotel in the era of technology that can help in the creation of personalized interactive relationship with that of the customers.

References:

Aha.org.au (2018). Industry Data – Australian Hotels Association. [online] Australian Hotels Association. Available at: https://aha.org.au/industry-data/ [Accessed 10 Oct. 2018].

Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 8(2), p.111.

Chaffey, D., 2015. Digital business and e-commerce management. Pearson Education Limited.

Crittenden, V. and Crittenden, W., 2015. Digital and social media marketing in business education: Implications for the marketing curriculum.

Donnelly, C., Simmons, G., Armstrong, G. and Fearne, A., 2015. Digital loyalty card ‘big data’and small business marketing: Formal versus informal or complementary?. International Small Business Journal, 33(4), pp.422-442.

Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing, 8(4), pp.269-293.

Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, pp.117-127.

Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, pp.117-127.

Kaufman, I. and Horton, C., 2014. Digital marketing: Integrating strategy and tactics with values, a guidebook for executives, managers, and students. Routledge.

Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T., 2014. Challenges and solutions for marketing in a digital era. European management journal, 32(1), pp.1-12.

Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.

Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.

Stone, M.D. and Woodcock, N.D., 2014. Interactive, direct and digital marketing: A future that depends on better use of business intelligence. Journal of Research in Interactive Marketing, 8(1), pp.4-17.

Stone, M.D. and Woodcock, N.D., 2014. Interactive, direct and digital marketing: A future that depends on better use of business intelligence. Journal of Research in Interactive Marketing, 8(1), pp.4-17.

Theswan.com.au (2018). The Swan Hotel – Corner Swan & Church St, Richmond. [online] Theswan.com.au. Available at: https://theswan.com.au/ [Accessed 10 Oct. 2018].

Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why bother?. Business Horizons, 57(6), pp.703-708.

Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why bother?. Business Horizons, 57(6), pp.703-708.

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