Digital Marketing: The Case of Digital Marketing Strategies on Luxurious Hotels

Digital marketing has been on the epicentre of many researches. However, there is the need to make clear which are the current trends of the Digital Marketing Strategies regarding luxurious hotels. Unfortunately, the COVID-19 pandemic has seriously "damaged" the hospitality industry and it has affected the digital marketing strategies of hotels. The aim of this paper is the evaluation of the most recent applications of digital marketing and especially the social media used by luxurious hotels and their guests (such as Facebook, Trip-advisor). The outcome of the research indicates that social media play a key role on the marketing of luxurious hotels. More specifically, a hotel should take into serious consideration the reviews made on social media by customers. A review can leverage a hotel but also it can doom its reputation. For this reason, the practitioners must give special attention on the reviews that the guests post on social media. The methodology of the paper is literature review. Hence, it will rely on publications. The authors have collected publications from various academic databases, such as SCOPUS, by using the appropriate keywords. The publications were selected based on how relative are with the purpose of this paper. To sum up, the hotel industry has to face a major challenge due to COVID-19 crisis. This crisis, which is an ongoing phenomenon, is expected to change the way that hotels are copying with. One of the changes that the hotel should take into consideration is which strategy will use on social media. This paper has relied on existing theories and speculations that have been made by several authors and they have not been cross-checked with primary researches. Therefore, there is the need for more primary data coming from upcoming publications.