Term paper

On
Title: Roles of advertisement and media in marketing of five star
hotels.

Submitted to

Amity School of Hospitality

Guided By: Submitted By:

Mr. Shidharth paria Shaurya virmani

A2728918137

Amity School of Hospitality

AMITY UNIVERSITY UTTAR PRADESH

GAUTAM BUDDHA NAGAR

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 DECLARATION BY STUDENTS

This is to certify that the project report titled Roles of advertisement and media in
marketing of five star hotels in partial fulfillment of the requirement for the award of
degree of BHM of Amity School of Hospitality is an authentic work carried out by me with the
best of my efforts.

Sign ______________
Name: Shaurya virmani

Enrol. No: A2728918137

BHM 5 Sem.

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 GUIDE CERTIFICATE

This is to certify that the project report titled Roles of advertisement and media in
marketing of five star hotels is a bonafide work carried out by SHAURYA VIRMANI,
Enrollment no A2728918137 Of Bachelors of Hotel management programme of Amity School
of Hospitality for BHM degree of Amity University, Noida. (U.P)

(Name and Signature of Guide)

.........................................
Amity School of Hospitality
Amity University Uttar Pradesh, Noida

Date:

Place:

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 ACKNOWLEDGEMENT

I would like to express my special thanks and gratitude to my teacher MR.SHIDHARTH

PARIA who gave me the opportunity to do this project on the topic Roles of
advertisement and media in marketing of five star hotels which encouraged me
in doing a lot of research and helped me finishing this project within the allotted time.

Sign ______________
Name: SHAURYA VIRMANI
Enrol. No A2728918137
BHM 5 Sem.

                        
 

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ABSTRACT

The project assesses the impact of advertising and media in marketing of five star hotel.

Advertising and media is perhaps the most conspicuous of all marketing activities this very
fact has led to a wide spread misunderstanding of its real scope and nature. The main
objective of this study is to show the need for advertising and media in modern days business
and also to asses the effect of advertising and media on purchasing habits of consumer. The
research survey design was adopted by the researcher statistical tool was used to test
the aligned hypotheses. The study concludes that the hotel business" which falls under the
service delivery" has the characteristics of intangibility and
inseparability and the features of service place some train on a marketing organisation. The
study however recommends amongst others that in other to overcome the problem of services
rendered" the hotel should pay more attention to cutomer satisfaction and revenue" this is
because the demand satisfaction is more than the demand for revenue.

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 INDEX

       S.NO   CONTENT PAGE NO

                  1 Abstract 7
                2 Introduction 8
3 Objective of the study 9
4 advertisement and media 10
5 Different types of advertisement tools used in 11-12
marketing of five star hotel
6 Impact of advertisement in marketing of five 13
star hotel

7 Effective Hotel Advertising Strategies 14-15

8 Different types of media tools used in
marketing of five star hotel 16
9 Impact of media in marketing of five star hotel 17
10 Media marketing tips.   18
11 Research Methodology 19
12 RESULTS AND CONCLUSION    20
13 References

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Introduction

A hotel advertisement campaign is one of the major ways for hotels to generate interest and
promote their unique offerings. However, there are a range of different hotel advertising
strategies, and it is usually best to adopt several of these, in order to create a diverse
marketing mix. In this article, you will find out more about hotel ads, the different options
that are available, and the ways they can benefit hotel owners. Marketing as a social and
managerial process by which individual and group obtained what they want and need through
creating and changing products and value with others. Many companies are trying to put their
arms around the ever-evolving marketing services dynamics. They seek to unify efforts
across geographies and business units. As it becomes more apparent that marketing
excellence needs to be strengthened, companies are implementing new strategies to continue
to push the evolution of a fully integrated marketing approach.
The advancement of technology (Internet) created new metrics and led to greater
accountability in marketing. Companies could directly interact with a greater number of their
individual, end-user consumers and evaluate marketing strategy in terms of the number of
eyeballs, clicks or footsteps that search marketing delivered. Now, most companies realize
that it is also critical to a business’ success to gather information from these interactions to
not only measure behavioral change but also increase profitability. The basis for any
successful marketing strategy is an understanding of the firm’s target market.
From these interactions to not only measure behavioral change but also increase profitability.
The majority of companies have traditionally focused solely on their customers. Now,
traditional companies are also collaborating with online giants, such as Google and Yahoo!,
as well as other media and direct marketing agencies to increase their market share. All of
these changes reflect the resurgence of the consumer as the arbiter of media choices. Many
companies are trying to put their arms around the ever-evolving marketing services dynamic.
They seek to unify efforts across geographies and business units. As it becomes more
apparent that marketing excellence needs to be strengthened, companies are implementing
new strategies to continue to push the evolution of a fully integrated marketing approach.
We have already covered the topic about  media becoming one of a sales channels for your
accommodation business. However, there are a few other aspects how being present and
being active on social media can bring benefits and serve not only as an advertisement space
but be a great channel for communication with your guests.

 
 

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OBJECTIVES OF THE STUDY

The objectives of this study are:

 To identify the strategies used by advertising and media to create awareness of hotel
services.
 To find whether advertising can be used to gain competitive advantages over other
competitors.
 To identify the appropriate media to use for advertising hotel services.
 To recommendation the best way of using advertising to solve organizational
problems.
 To analyze the current trend of industry.
 Develop a new framework for studying and evaluating the Cognitive Dissonance of
loyal customers.
 Aligning the shift in the services portfolio for loyal customers, keeping in mind the
demographics, sales channels and the customer trends.
The degree of customer satisfaction is a major factor in the determination of a brand’s
familiarity, which in turn justifies the usage of Promotional tools be it Advertisement, or
Promotions. There are five levels of brand familiarity:
(1) Brand rejection,
(2) Brand no recognition,
(3) Brand recognition,
(4) Brand preference, and
(5) Brand insistence

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What is Hotel Advertisement?
Hotel advertising is the name given to a collection of different marketing techniques, which
are used to promote a hotel and its services. Ultimately, the main purpose behind hotel ads is
t portray a hotel in a positive light, and connect with a target audience in a way that makes
them more likely to become a paying customer.
Advertising is often persuasive in nature, tends to be targeted at an audience rather than
individuals, and is intended to produce improvements to business results, either in the short-
term or the long-term.

Media in five star hotel

Over the past few years, media websites such as Facebook and Twitter etc. have
revolutionized not only how people interact with each other but also how businesses interact
with consumers. Hotels and companies within the hospitality industry must have a keen
understanding of how to deliver their messages via media websites if they are to compete in
today's business environment. One of the most significant impacts that social media has had
is the growing importance and abundance of customer reviews.

Why is Hotel Advertisement and media Important?

While the primary purpose behind hotel advertising strategies is to generate more business,
advertising is important for a variety of reasons. For instance, it is primarily through
advertising that many hotels are able to pursue branding objectives, build up customer
awareness, convey their values and highlight their qualities.
Advertising material is one of the main ways that hotels can stand out from their competitors
and communicate unique selling points. A successful hotel advertisement will also encourage
customer loyalty.

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Different types of advertisement tools used in marketing of five star hotel

Your social media platforms, email marketing, website and paid advertising all work together
to brand your hotel and sell your rooms. While digital advertising is an ever-changing arena,
and each year ushers in a whole new set of trends, you can take control of your digital
marketing today. To help you, we’ve prepared this article of hotel digital advertising trends
and predictions. Before we get started with the specifics, let’s touch on a few important
points to guide you as you begin to develop your digital strategy:
 Humanize Your Hotel
In today’s marketing climate, consumers want to have touch points with your hotel brand.
They see your hotel’s reputation as a reflection of what they can expect when they stay the
night.While you may have great service and great rooms, if you aren’t focused on building a
relationship with your visitor online, you’ll likely lose the booking. To humanize your hotel
online, tell stories, share anecdotes, be funny and most importantly, have empathy with your
guests especially when they have a bad experience.
 Drive with Content
If you’ve been doing any marketing research lately, you’ve most likely come across the term,
“content is king.” This has never been truer than as we move towards 2016. Your digital
content is fundamental to the success of your digital advertising program. Blogs, social
media, and email newsletters – these are all important to your digital advertising.
 Spend Money
If you aren’t currently spending money on digital advertising, the time is now.
 Test and Evaluate
Use the tools available to you to analyze what’s working and what’s not. Change things up as
necessary.
 The Continued Rise of Social Media Advertising
As we turn the corner into a new year, you can be assured that social media is a viable,
worthwhile marketing strategy, and one you should use. Here are several trends we anticipate
taking root:
 Diversify Your Social Media Marketing
Paid advertising options are available on Twitter, LinkedIn, Pinterest, Instagram and
Snapchat as well as Facebook.
 Video Marketing is the Hottest Trend

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If content is king, video marketing is the emperor. Visual storytelling will dominate, as hotels
can share videos across social networks, through their website and with their email
marketing.

 Retargeting Leads the Way

Retargeting is a trend that may sound complicated, but it’s one you should take advantage of.
Here’s why:Booking abandonment, the rate at which your website visitors abandon reserving
your hotel, is staggering. Studies show the rate to be more than 65% for hotels. An Expedia
study found that in the 45 days leading up to a booking, a consumer may visit as many as 38
websites. It’s important to know when and how to engage and re-engage with these people.
Retargeting is an exceptional tool for converting users and helping them with their
complicated decision-making process.
 Search Engine and Display Advertising
year brings you customers who split their time online between multiple devices. In their
journey to booking a room at your hotel, they may view your website in an app, on a
smartphone and a desktop computer. Their voyage towards conversion is fragmented.
 Paid Advertising Dominates
“Search engine optimization had a great run, but we are way past it now. Instead, the top
dogs in digital marketing are Google itself and the largest and most skilled players that can
pay for those clicks and convert the hell out of them.”
 Marketing Automation
Hotel marketing teams will move towards more automated marketing. Just what is it? It’s the
use of technology to manage and automate the process of converting consumers into paid
hotel guests.
Some other adevertising tools are:
 Print media
 News paper
 Magazine
 Direct mail
 Television
 Radio
 Outdoor advertising technique

Of all the sectors in the economy, none is affected by digital trends as much as the hospitality
industry. Most of the customers in this industry are social travelers and tourists, who spend a
lot of hours online researching on places to visit, hotels to book, and restaurants to dine in.
Therefore, digital marketing has become the most viable way of getting to potential
customers, establishing a brand, and developing a group of loyal customers. In the hospitality

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industry, there are multiple marketing strategies that have proven to be effective for most
businesses.

Impact of advertisement in marketing of five star hotel

1. Content marketing
This is the most basic, yet effective strategy that works well, particularly for hotels. It
involves creating content such as photos, videos, articles, and social media posts that do not
boldly promote the business but generates an interest in it. It’s a subtle way of informing
consumers that your business exists and that they should consider checking it out. It is also
good for customer retention as it engages customers and keeps them in the loop about your
services.
2. SEO
SEO, or search engine optimization, is a marketing strategy that aims at improving your
rankings on search engine results pages. Currently, over 80% of internet traffic originates
from search engines. So if a potential client searches for “affordable hotels in town A”,
chances are he/she will click on some of the results appearing in the first results page
3. SEA
Making it to the top of search results pages can be a tedious and time-consuming task. SEA
(Search engine advertising), on the other hand, enables you to achieve this almost instantly.
For every results page, there are organic results and paid search results.
4. Expand your social media presence
In this current age, social media is the go-to platform for most internet users. Averagely,
internet users spend 30% of their online time on social networking sites. It is, therefore, a
great place for advertising your service
5. Email marketing
Despite being an ancient digital marketing technique, it still is effective. In the hospitality
industry, this serves as a good way of retaining clients. Through emails, you can regularly
update your customers on new products and offers. This can be about upcoming tours, events
happening within your locality, and even special offers on your service.
6. e-Reputation
This is an emerging area in digital marketing. It involves the management of the online
reputation of a business, particularly on social media and on review sites. Currently,
customers often look up online opinions, ratings, and reviews of your business before making
a purchase. Negative comments, reviews, and publicity on the internet can easily ruin your
business.
7. User experience

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Most of these digital marketing strategies involve drawing visitors to your business’ website.
However, it is the experience they get on your website, that is user experience, that
determines whether or not a visitor will make a purchase, or even visit your site again.
Studies have shown that bad user experience will decrease the likelihood of a customer
making a purchase by 60%. On the other hand, customers who get a good user experience are
90% more likely to revisit the site and make another purchase. That’s how important user
experience is.

Effective Hotel Advertising Strategies

It is crucial to understand that hotel advertising is a diverse field, which includes a range of
different techniques and disciplines. Below, you will learn about 10 of the most effective
strategies available to hotels.

1. Have a Great Reputation

One of the single most effective hotel advertising strategies is to cultivate an excellent
reputation more generally. There are a number of ways hotel owners can enhance their
reputation, with some of the most obvious being to deliver excellent customer service online,
and create an excellent customer experience within the hotel.
2. Social Media Advertising
Aside from being a useful platform to carry out customer service, social media is also an
excellent channel for hotel ads and other promotional content. The key is to try to create a
diverse social media marketing mix, with a combination of text-based hotel ads, web content,
video content, and other promotional material.
3. Advertising via User Generated Content
User generated content is, as the name suggests, promotional content that comes directly
from ‘users’ or customers. Within the context of hotel advertisement, this is likely to mean
photographs shared by guests on social media platforms, video blogs shared on YouTube,
and online reviews left on review platforms.
4. Hotel Marketing Automation
The idea behind hotel marketing automation is for promotional content to be sent to
individual users, without the need for human intervention. This is primarily achieved through
data collection, with specific users being targeted based on past interactions, or being targeted
at particular times of the year.
5. Search Engine Advertising
In the modern world, search engines play a huge role in connecting users with businesses,
and a large number of people looking for a hotel will turn to sites like Google first. This is
why search engine advertising is such an important concept, because it allows hotels to
increase their visibility on results pages.
6. Video Advertising

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With faster internet speeds and increased availability of mobile data, video content has grown
substantially in popularity over recent times, and online video advertising is more powerful
than ever. It is generally easier to consume than text-based content, conveying information in
a shorter time, using both audio and visual materials.

7. Direct Mail Advertising

Many hotel advertisement campaigns include elements of direct mail advertising, which is a
catch-all term encompassing newsletters, sales letters, brochures, promotional catalogues and
various other forms of promotional content. The success of a direct mail advertising
campaign largely depends on effective targeting.
8. Display Advertising
Display advertising is one of the oldest hotel advertising strategies, and is often what people
think of when they hear of online hotel ads. These might be banner ads, text ads, or take other
forms, and they may be placed on affiliate websites, mobile apps, or social media platforms.
9. Influencer Marketing
The idea behind influencer marketing is to reach out to people with an existing following or
online presence, and use their influence to deliver a hotel advertisement to their followers.
Crucially, influencer marketing allows hotels to reach audiences in a way that is less overtly
promotional than most other advertising methods.
10. Retargeting
Finally, retargeting is one of the most important modern hotel advertising strategies, because
it allows hotels to re-connect with people who have already interacted with their brand. This
can be especially useful for hotels, because research shows a significant number of people
start to book a hotel room and then back out.
A hotel advertisement may take many forms, but it will almost always be designed to
improve the standing of a hotel, or to convey something positive about it, in order to
encourage bookings. Using the 10 hotel advertising strategies listed above, hotel owners and
marketing professionals should be able to achieve these objectives.

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Different types of media tools used in marketing of five star hotel

1. Media Tips for Independent Hoteliers

A hotel’s social media strategy has to go beyond posting room rates and discounts. It’s about
what users wish to see and know rather than what you, as a hotelier, want to update online. A
hotel’s social media marketing ideas can range from the basics to the most innovative as
hoteliers need more than just online visibility.
2. Facebook
 Get your guests to use Facebook check ins and location tags
 Invest in paid promotions & ads to target your campaigns better
 Leverage Facebook messenger for business to build guest engagement
 Facebook live is another platform to explore, when it comes to video posts
 Reviews on Facebook also go a long way in convincing prospective bookers
 Roll out targeted and specific offers to increase chances of conversions
3. Instagram
# Don’t try to please all:
# Create a feed that creates a community
# Humanize your feed
4. YouTube
# Virtual tours of the property
# Keep the content and the description relevant & crisp
# Engage with your audience
5. Twitter
In the recent past, Twitter has emerged as one of the most influential social media trends in
the hospitality industry. Twitter allows brands to quickly and instantly communicate with
their customers. As a microblogging site, it allows 140 characters, and this has been a boon in

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redefining brand-customer interaction. It helps guests convey exactly what they want, when
they want to.
6. Other Platforms to explore:
# Pinterest
# Google+
# LinkedIn

Impact of media in marketing of five star hotel

Media has had a major impact on almost every aspect of our lives. It has changed the way we
connect and also changed the way businesses interact with their customers and prospects.
Let’s take a look at how hotels can benefit from social media marketing.
It’s a well-known fact that more than 60% of internet users research online travel before they
make a booking or purchase travel plans. What’s more, internet bookings are increasing at a
rate of 50% every year, making it vital for hotels to include online marketing strategies.
Hotels can especially benefit from social media marketing. It’s a powerful platform that not
only allows them to connect with potential customers but also market their products and
services in a much more effective and affordable way. Hotels need to keep up with trends and
know their customers.

 Reaching new customer

 More focus on marketing approach

 Boost your brandings

 Increase direct bookings

 Hire talented individuals

 Improve Guest Engagement through Campaigns

 Overall Guest Experience

Some negative impacts are:

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  A lot of time is required.
 Qualified personnel is required.
 Some investment may be required.
 If content is boring and repetitive.
 Bad Publicity.
 Hotels problems will be more visible.
 Hotels are exposed to trolls.
 Hotels may have extortion problems.

Media marketing tips.

1. Be Easily Searchable Online!

2. Remarket, Remarket, Remarket
3. Ensure You’re Targeting the Right Audience
4. Allocate More Marketing Budget During Peak Booking Seasons
5. Provide Incentives to Get People Interested
6. Build Local Partnerships
7. Don’t Just Market the Hotel, Market the Location
8. Ensure Your Website Is Both Simple and Breathtaking
9. Go Above and Beyond in Customer Service Before, During, and After Their Stay
10. Build a Customer Loyalty Program
11. Show your property in a different light, literally.
12. Stick to an aesthetic.
13. Squeeze in as much as possible
14. Think beyond the rooms.
15. Treat Media Like a Community
16. Use Video to Your Advantage
17. Crowdsource Interesting Content
18. Showcase Testimonials and Reviews
19. Work with Other Parties for Discounts and Group Rates
20. Choose the Right Channel

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Research Methodology
This study was focused on hotels operating in India. The subjects of the study were customers
and managers from the selected hotels for the study.

Primary data
Study the research paper of industry expert.
Survey
Observation

Secondary data
Books
Magazines
Journals
Newspaper
Google

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Results and Conclusion:
The Advertiser/Hotel provides the functional benefits. The added values are mainly created
and built gradually, but inexorably by the brand's advertising. It is a fair generalization that a
brand is the joint product of a sound and well-organized hotel and imaginative advertising.
Although the agency writes the advertising campaigns, these are also the concern of the
advertiser. The advertiser's contribution concentrates on the important managerial tasks of
evaluating the agency's proposals; using their judgment to plan the "business" of the
campaign (especially budget and media); and, most importantly, measuring the campaign's
effects in the marketplace. Below are some measures to increase the effectiveness of
Marketing Campaign of hotels:
• Pre-test to weed out ineffective advertisements
• Determine advertisement budgets strategically
• Media continuity, not concentration
• Use promotions tactically
• Tactical Coordination of Marketing Communication
• Redefining the Scope of Marketing Communication
• Application of Information Technology
• Financial and Strategic Integration 

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References
1. eHotelier.com
2. www.xotels.com
3. http://ezinearticles.com/
4. http://www.websuccess77.com/seven_ad_tips.html
5. www.hvsinternational.com
6. http://businessschoolonline.org/
7. http://www.viewzone.com/cognitivedissonance.
8. html http://www.iimb.ernet.in/newsletter/issues/28

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