W hotels use of social media

Document Type:Thesis

Subject Area:Engineering

Document 1

The whole Marriott chain describes itself as a premium destination for the discerning visitor. The W Hotel is no exception and markets itself as a destination where the benefits outweigh the costs of attendance. The premium nature of the services makes marketing a little complicated but it is clear the firm has adapted well. Background W Hotel traces its roots to New York in 1998. The company bought and renovated the Doral Inn Hotel in Manhattan. A notable feature of the chain of hotels is the unashamed focus on having fun. Many hotels try and present a relaxing image to the public but not the W Hotel. First of all, guests are informed that excitement is part of the package right from the beginning.

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They know they will experience champagne welcomes, workers who are constantly smiling and joking, and their choice of DJs depending on the season (Yang, Zhang, & Mattila, 2016). When one goes to the W hotel, he or she knows that there is fun to be had. Therefore, the essential aspects of the brand identity are fun and comfort. People will remember the fun they had but they will also be thankful for how comfortable they were. The W Hotel brand remains strong in that manner and it can only get stronger. Some of its best channels to the outside world are on social media. The hotel has a presence on Facebook, Instagram, and Twitter. Finally, it is much easier to predict trends when one understands what the market looks like.

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These three reasons and many others justify any company’s efforts to understand its segment. The W Hotel target demographic is made up of individuals with very specific tastes. These individuals will be either business or pleasure clients who are looking for a brand that understands their need for excitement and uniqueness. The brand targets people who feel that their dynamism should be reflected in the brand with which they choose to associate (Lee & Yuan, 2016). They can look at images of other actual visitors to the facility and even talk to them directly. The visitors end up feeling like they are on the same team with everyone else with the company being the coach. They all gravitate towards the firm that gives them a platform to create a community.

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In that way, social media continues to encourage the creation and maintenance of relationships. The W Hotel claims that its social media administrators respond to clients within minutes. One can get all of the information he or she needs from the pages and he or she will be able to go directly to a payment platform where he or she can book a service. Use of Social Media One of the best ways of using social media in business is to use it to gain publicity for a product, event, or even the general brand itself. Chen & Zabari (2017) assert that social media makes it possible for things to go “viral. ” That means that one can start a chain reaction that leads to the exponential growth of the said phenomenon.

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Sometimes, a piece can go viral regardless of the proprietor’s intentions. Social media is a useful tool in getting the people to talk. Companies can create topics of discussion, respond to its clients on social media, and cultivate a feeling of belonging for anyone on the social media handles (Zhang, Aboud Omar & Cobanoglu, 2017). People feel valued when communication is constant and as instantaneous as possible. Social media remains one of the few tools one can use in such a manner. Conflict Resolution It is also a fact that today’s world relies on social media as a means of resolving conflicts. The key is to sell to the people without appearing to be selling anything. Advantages and Disadvantages of Using Social Media First of all, social media is extremely affordable when compared to other forms of communication.

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A small team of social media personnel can keep millions engaged at minimal cost (Harrigan et al. Additionally, there is the reality that social media can be incredibly personal. When one writes to the company and gets a reply in minutes, he or she will definitely feel personally valued (Choi, Fowler, Goh, & Yuan, 2016). The evidence shows that W Hotel has been successful in its social media use. References Barreda, A. A. , Bilgihan, A. , & Kageyama, Y. , & Nejad, M. Innovation in hospitality and tourism industries.  Journal of hospitality and Tourism Technology, 6(3). Chen, D. W. Business Intelligence From Facebook Fan Pages: A Case Study of Luxury Hotels. In Global Conference on Business, Hospitality, and Tourism Research (GLOSEARCH 2018). Choi, E. K. , Fowler, D. Kamboj, S.

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