Eureka! Institutional Repository

This research aims to be used as a guide for digital marketing practices and how those could be applied by a hotel unit. The purpose of the research is to gather and demonstrate the Digital marketing strategies ( Website, Blogs, Sem, Online Advertising, Metasearch Marketing, Content Marketing, Social Media Marketing, Email Marketing, Google Hotel Ads, AI ) that can be used in the hotel industry for business promotion, analyzing the current situation and the existing tools, with relevant reports and examples from hotels in Greece. Focus of the research will be the digital marketing strategies and digital marketing tools that would work more efficiently in terms of improving the business image, promoting the business services, increasing the occupancy of the hotels, the returning of customers to the hotel unit , attracting new customers for the hotel unit, increasing the frequency of customer visits, increasing the competitiveness of the business, maintaining the trust of the business customers and the entry of the company into new target markets. It will also be researched which of the digital marketing strategies could be misused and are considered wrong digital marketing practices and what are the problems that might arise from them. Extensive presentation will also be made on the most important social media platforms available for the hotel industry and a relevant analysis will be made on how they can be used more effectively. The dissertation will close with conclusions on the correct and proposed application of digital marketing channels in the creation and development of sustainable hotel units with results that have come from the answers to questionnaires shared in a applicable sample of 102 hotels during 01/11/2019 until 03/03/2020.This study was concluded in one year time.