Digital marketing strategies and tools in hotels

This article examines the importance attributed to digital marketing strategy and digital marketing tools in the hotel industry, to customer engagement, according to managers’ perceptions. The research was conducted in 2022, surveying 40 hotels (75% of the universe), located in São Miguel Island, in the Azores (Portugal). It was concluded that a significant majority (72.5%) have a well-defined marketing plan outlining their digital strategy. The greatest emphasis goes to the use and trust attributed to websites, social networks, and Online Travel Agencies (OTAs). Facebook and Instagram are the most important social networks; Booking.com is the platform that best captures customer attention. Search Engine Optimization stands out as the most important tool. Using a multiple correspondence analysis, a typology of profiles of hotel managers was identified, based on their perceptions regarding the digital marketing strategy and tools used: the social networks apologists, mainly directors and managers of 2 or 3-star hotels; the digital marketing enthusiasts, associated with higher-star hotels; and the digital marketing laggards, linked to lower-tier hotels. Hotels can use the data and information to track how they engage with current and potential customers, target areas for improvement, and make informed decisions.