The importance of online branding in the hospitality industry : a local analysis

Abstract

The advent of the internet has brought an irreversible change to the hospitality industry. Online marketing has become a game-changer for businesses operating in the hospitality industry where bookings are made almost entirely online. This dissertation aims to explore how local hotels and accommodations have adapted to online marketing. Focusing on smaller hotels that often have limited marketing budgets, this research investigates the elements of a brand that yield the best results, thereby devising a strategy for smaller accommodations on how best to utilize their budgets. An online questionnaire was conducted with over 100 responses. This provided insights into the booking motivations of potential guests and identified the most important aspects of the website and brand, keeping the user’s needs as the highest priority. The research efforts were then consolidated into a project creating an appealing brand and website prototype for a fictitious boutique hotel called ‘Saint Peter Boutique Hotel’.