Discuss about the Creative Strategies in Social Media Marketing.
The hospitality and tourism industry is one of the fastest growing sectors all across the globe. Almost all the countries in the world are discovering tourism opportunities in their own lands and are promoting extensively to the foreigners. A firm tourism industry also ensures massive foreign cash, which is helpful for further economic development and promises extensive investments. The whole sector employs about 10% of the entire world’s workforce.
The hospitality and tourism industry is an umbrella term that is consisted of a number of other sectors. Airline and railway travel agencies, resorts, hotels and spas, casinos, tour conductors, theme parks, bars, real estates – all of these sectors collectively contribute to the sector that makes up the hospitality and tourism industry. All the inputs and components of these sectors are, in effect, the components of hospitality and tourism (Riley 2014). Hospitality professionals have to work in a service based environment. The sector has a lot of functions which encompasses all the aforementioned industries. The roles of the employees also vary hugely as a lot of associated and side works need to adhered to. The sector has to be constantly changing and dynamic to adapt to the forever evolving customer requirements.
The hotel business is one of the biggest sectors of the hospitality and tourism. It has billions of dollars invested in it and offers some of the most lucrative job opportunities and profit possibilities than almost none of the other industries of the world (Mok, Sparks and Kadampully 2013). The industry is forever changing and exponentially growing without any possibilities of a slump within the site. The Divine Group Ltd. has chosen this sector of the hospitality and tourism industry because they believe that is sector has a lot of potential to grow and a lot of new and creative ideas can be explored here. The Divine Group is a conglomerate based out of New South Wales and has numerous business ventures including hotels, resorts, cotton mills and also has some mark in the iron industry of the country. The group wishes to further develop the hotels wing of its operations because the Board feels like there are many unturned stones left, which can be exploited to benefit both the company and the society, in turn helping the country.
Divine Group believes that a greater attention can be paid to the tourism industry and the hotel sector can rise to meet those requirements in the most careful and creative way possible. The simple reason for this, is the fact that this sector directly serves and shelters the direct agents of the industry itself, whose sole existence is the reason for the industry to thrive: the humans (Jones et al. 2016). The sector has a lot of creative opportunities that would enhance the tourist experiences by a great amount. Divine Group would be investing a lot into the sector in the coming years.
As can be seen from the above figure, the provinces of Victoria and New South Wales are among the two most lucrative places to run a hotel business and this s the exact thing that motivates Divine Group to work hard and operate as efficiently as they can.
Currently the Group already has an existence in the sector. The Group has some hotels in some of the most prominent and biggest tourist destinations in the country. This chain of hotels helps the Group to serve the customers to provide them with one of the grandest experiences ever. The hotels are themselves umbrella networks which usher in several other sectors to help it to exist and grow. The hotels take the service of these sectors, and in turn gives back the community tenfold, which help them to forget the daily stress for a moment. The hotels, besides providing lodging, also give conducted tours at tourist destinations, which further, in a more inclusive way, serve the customers in a more soul enriching way. They also have the hotels all have state-of-the-art rooms and buildings are concentrated on a single idea to serve the best. The hotels are built on the most serene places where the nature acts as a womb and the tourists are all made to feel to be in the cusp of mother Earth. These hotels also have plans where the tourists can be assisted by the experts of the hotel staff who would take them to breathtaking adventures where they are bound to make the most remarkable memories. The hotels truly believe that in order to redo the harm we have already caused, as a species, to the planet, we must first understand the planet. These hotels, therefore, also give ample notice to the environment while catering to the requirement of the guests. A balance must be maintained where the humans and the nature can live together (Hsiao et al. 2014). The human activities must be kept within the bound, because the planet is to be given paramount priority. The hotels do everything they can, rather, to return to the planet. They actively contribute to the environment themselves through planting trees and running their own massive campaigns to bring about a global ban on plastic bags.
The hotels also understand that the lifestyle of the customers have changed over the years and need to be adhered to. The different choices of every single individual is celebrated in these hotels and every customer is given as much of a customized service plan as possible. Every small details are noticed and are used to understand the comfort needs of every person and these are given lavish treatment. The pricing schemes of the different service packages differ greatly from other hotels in the area. Even the prices of the services differ within the hotel itself. To be honest, there are no set prices for the services that are offered, simply because of the fact that every individual is given unique care and that makes having a regularized price pattern almost impossible (Mitrokostas and Apostolakis 2013). Rather, the hotels fix the pricing models based on the services the guests avail for themselves.
The hotels are located in some of the most lucrative and tourist friendly places in the country, including Victoria, Brisbane and Melbourne. The fact that these places are always full with tourists, ensure year round business for the hotels and the Group can always be assured that profit would be generated by every single of the hotels. This gives the Board of Directors additional time to harness their resources to come up with new ideas and venture to new areas.
The Divine Group has many possible areas it can expand into. The hotel business is a virtually never ending sector which can only grow and can only be able to offer newer services to the customers, without having to cut slacks on the already existing ones.
The possibilities of expanding the industry rests upon the efficiency of the Group regarding how does it promote itself to the customers: both the existing ones as well as the potential ones. To do this, Divine has to launch extensive campaigns that would usher more focus on the organization. Along with this, the Group also has to focus on being able to deliver to the customers the idea about which services are provided by the hotels and what is the specialty of each of the hotels based on their locations and local cultures. Widespread advertising has to be done through every possible media platform and those platforms have to be used as much as possible if Divine hopes to extend their business.
Social media platforms are one of the biggest and the most popular media forms in today’s world. Divine Group has to remember that the youth make a huge portion of the overall demography of both the country as well as the world. Those young adults and the comparatively young people have to be reached out to. This can be easily achieved by using social media. Almost everyone on the planet with an internet connection has online profiles and they are sure to notice if any online campaign is done (Hudson and Thal 2013). Even children use these social media websites. It is of common knowledge that the parents of the children often take vacations and go to the hotels because their children want that. If these social media can be used properly, chances are, the hotels would experience a greater number of parents coming to spend more and more time there. Social media also helps organizations in another aspect. A lot of people can be reached through single efforts and without having to incur any extra costs; no wages have to be paid as there are no physical employees and the online posts can be taken care by absolutely anyone who has the basic knowledge about how to operate the social media websites. It also reduces establishment costs (Ashley and Tuten 2015). Online campaigns help companies to save a lot of money and Divine Group is particularly focusing on large scale social media campaigns.
Though social media is very effective, it has been seen that there are people who still prefer their news to be read from newspapers and still likes advertisement leaflets being handed to them. Traditional media campaigns using printing or radio can still reach lot of people (Hays, Page and Buhalis 2013). Divine Group understands this perfectly and have been planning to run advertisements in every leading newspaper of the country. While internet has no bounds, physical newspapers and printed materials have mobility constraints. Keeping this on mind, Divine has decided to promote each hotel at the local papers. The services of each hotel would advertised on the papers that is most well known in the province of the specific location of each of the hotel. Local radio is also to be used to broadcast advertisements.
The Group has its own website which have details regarding every service that is offered by the hotels as well as the unique features of the individual hotels. This website is to be completely overhauled and revamped and new information is to be added so that the customers can easily surf through the brochure and opt for the services that suite them the best. The Group also has plans to recruit professional writers who would be developing content on behalf of the hotels and write blogs to make sure that the hotels look even more appealing to the customers. Existing customers are also given certain perks and extra advantages financially if they help to promote the hotels to their friends and family. Blogs and websites are also great ways to ensure reaching out too many people can be done easily and in a more efficient way.
In order to ensure the success of a company, the product or service that it offers has to be correctly promoted. This can be done by using the marketing mix. The four Ps of the marketing mix are basic pillars that help organisations to flourish. These four tenets are as follows:
Product – This is the first thing that any company has to understand. A comprehensive idea about the product that is being sold must be held by the organization. They have to have in depth knowledge about the product they will be selling. Divine has already a clear idea about what product and service would they offer.
Price – The pricing decision is the second most important thing of the marketing mix. Once the organization has a firm idea about what is being sold, they can proceed to pricing the product. The pricing bundle of the services of Divine Group will be kept the same as they are now: the visitors will be charged according to the type of services they opt for or the services they choose to avail for themselves.
Promotion – When the nature and the price of the product have already been decided upon, the company can then get along with promoting the product to the potential customers. This is a very vital stage, as this is where the difference is created between a successful company and another one that is not. With proper promotion and advertising a huge chunk of market share can be ensured. The already existing hotels already have a good base in the country. These hotels will campaign on their own about the new projects that are being initiated by the Group.
Place – Deciding on the location of the selling or promoting point of the product has to be done very carefully. With the selection of the right location, maximum customer attention can be ushered in. the hotels that are already existing would provide a great place to start the promotions as they already have a good customer inflow and if promotion is done in these places, Divine is sure to capture a lot of customer attention.
Divine Group has plans to expand their hotel business even further and going beyond the conventional hotel services. They plan to move into the territories of the country that has been untouched for this long because of the adverse weather. However, the risks of contaminating the environment is real and the Group understands and acknowledges this very well. It plans to move ahead with the plans only if the environmentalists and the government sanctions the plans. The aboriginal people of the country are to be given the highest priorities when it comes to the rights of the lands and Divine does not wish to do anything that would in any way affect them or bring about a change in their lifestyle. The aboriginal tribes have lived in these lands for much longer than the anyone else and their satisfaction is of paramount necessity.
Divine plans to expand to the vicious Outback of the country where nature is at her harshest and the visitors can be given an experience where they would feel aligned with the nature. The humans are part of the planet and the nature transcends the earthly boundaries and into the universe. The fact that everything is, in fact, connected, can work as a big revelation to the humans and motivate them greatly to protect the only planet where life thrives. Divine wishes to accomplish this by making sure the most premium services can be offered even in the roughest of conditions where nature is unforgiving. This would need careful expansions and a lot of meticulous planning.
The already existing hotels would provide the new hotel with experienced staff who can handle tricky situations efficiently and can manage to bring only the best to the visitors. The tourists deserve all the luxury available and that is exactly what Divine plans to deliver.
Conclusion
From the above discussion it is clear that Divine Group is on the right track to expand its business and go deeper into the tourism industry of the country. For now, the Group seeks to have a great understanding of the overall operations and tricks of the industry. In future, if everything yields positive e results, the Group would also be nurture the idea to expand overseas. However, Divine is currently focused on expanding into new areas and would try to make the best out of the opportunity that they are getting as of the moment. The plans are being charted out carefully and are being analyzed even more meticulously so that the planning does not go in vain and every plan is made into a reality. For now, the actions and operations of Divine Group looks to be on the rise and the group hopes to profit the maximum from it while making sure that the environment is also kept safe.
References
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), pp.15-27.
Hays, S., Page, S.J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use by national tourism organisations. Current issues in Tourism, 16(3), pp.211-239.
Hsiao, T.Y., Chuang, C.M., Kuo, N.W. and Yu, S.M.F., 2014. Establishing attributes of an environmental management system for green hotel evaluation. International Journal of Hospitality Management, 36, pp.197-208.
Hudson, S. and Thal, K., 2013. The impact of social media on the consumer decision process: Implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1-2), pp.156-160.
Jones, P., Jones, P., Hillier, D., Hillier, D., Comfort, D. and Comfort, D., 2016. Sustainability in the hospitality industry: some personal reflections on corporate challenges and research agendas. International Journal of Contemporary Hospitality Management, 28(1), pp.36-67.
Mitrokostas, E. and Apostolakis, A., 2013. Research note: Strategic corporate social responsibility and competition in the tourism industry—A theoretical approach. Tourism Economics, 19(4), pp.967-975.
Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in hospitality, tourism, and leisure. Routledge.
Riley, M., 2014. Human resource management in the hospitality and tourism industry. Routledge.
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