Traditional vs online advertising for local two-star and five-star hotels

Abstract

Purpose - The purpose of this study was to establish whether customers refer to traditional or online advertising mediums when looking for a hotel. Other factors relating to advertising such as elements that potential customers look for when seeing such adverts and the level of trust that guests associate with every advertising medium were also taken into account. Design/methodology/approach - The analysis conducted was based on data collected from questionnaires that were provided to guests of four hotels; two two-star hotels and two fivestar hotels. The first part of the study gave an insight into traditional advertising mediums, mainly television, radio and print media. The second part of the study dealt with online advertising and direct marketing techniques. Findings - Most of the respondents knew about their chosen hotel through the internet. Repeat customers were also present in the hotels. Promotional material was considered as the second influencer medium, after the internet. Research limitations and implications - A limited number of questions had to be asked as respondents were either on holiday, conducting business in Malta, or both. Therefore, due to time constraints, the author had to select which questions to ask. Besides, the sample size would have been much bigger if the survey had been distributed in the summer period as the hotels would have had more guests when compared to the winter period. Practical implications - In the past, the emphasis was to advertise on traditional mediums. With digitalization, online adverts have come to the fore. Thus, adverts in mediums such as internet and print media, which are the most effective with hotel guests, should be created. Many guests rely on word-of-mouth, so it is important for hotel managers to consider it. Originality/Value - The internet has become an important tool to surf the net and share contents and opinions. Managers of local hotels must consider the results of this study and keep them in mind when they are designing both traditional and online advertising.