Reference no: EM133277799

Question - Digital Media and Online Travel Agencies (OTAs) are quickly becoming the only viable way for hotels to sell their rooms. Resorts engage in digital marketing to encourage direct bookings at their property. Website, Online Travel Agencies (OTAs), and Social media presence can be used to accomplish many different marketing strategies to help businesses grow. Physical advertising, in almost every market, is losing its ability to make a meaningful impact on customers such as the emphasis on digital connection today.

The entire customer lifecycle has been transformed by the digital world. It has many segments that are great for hotel marketing and property managers are looking to utilize as many as possible within a guest-centric strategy. Students are required to compile a report based on the following task.

Task - Report - In a group of 5 - 6 students, you are required to analyze the target market, technological tools used for marketing, packages, and rates including OTA's price variation for the selected properties, and advertising campaigns, and understand trends in the industry. For this case study, choose a specific brand from a hotel company of your choice (The Ritz-Carlton Maldives, Fari Islands, etc.), and research and analyze their market strategy.

Based on your observation of the resort website, and social media; a report that will address the following:

a. Identify the resort and the reason for selection, how they practice their internet marketing.

b. The target market that you think the business is directing its efforts and why.

c. Explain how the e-marketing would help the chosen resort to reach wider markets. You should also identify the effectiveness of "Internet Marketing "to the resort.

d. You are advised to adopt relevant information from Task a, Task b, and Task c to develop a brief marketing plan to promote the selected resort.