"The impact of social networks on boutique hotels today. Case study on two boutique hotels in Brussels: Made in Louise and Jardin Secret".

Details

Supervisors

Lederer, Thomas

Faculty

Louvain School of Management

Degree label

Master [60] en sciences de gestion

Abstract

In the last few years, we have noticed that the use of communication tools within hotels has been increasing. This phenomenon is due to the fact that information is available at any time anywhere in the world and for everyone. Hotels are, therefore, forced to gradually introduce digital communication tools within their establishments in order to build customer loyalty and/or attract potential customers. Moreover, digital marketing tools are multiplying, whether it is the website, applications or social networks. Indeed, social networks have been accelerating for a few years. Some media have become the most popular sources of communication and news in the world. On the one hand, the intensive use of social media has given birth to a certain number of things, including a spirit of constant innovation, of overflowing creativity but also a spirit of sharing and communication. For the new generations, the increase of new features amplifies the attractiveness of these media. On the other hand, consumers are more and more connected and are constantly looking for new information on various products and services, as it is the case with generation Y. Social networks are platforms that allow consumers to interact, find information, share experiences, exchange, and entertain themselves. So, we wanted to put in parallel this topic of digitalization with, among others, social networks and the concept of the boutique hotel. We have, therefore, analyzed what is in place in the two hotels that constitute our case studies, with a 10-step process for implementing a digital strategy, in order to formulate recommendations. What emerges mainly from the analysis is the lack of communication and therefore of objectives, targeting and needs. Our results consist in giving advice based on the scientific review, analysis and changes in the consumption habits of Millenials.