Chapter 6: A Study on Digital Marketing Strategies for Travel and Accommodation

Tourism is an economic sector where information plays a crucial role, and the impact of digital marketing is particularly significant. In today’s digital world, corporate communication and strategies have been transformed. Digital technologies are increasingly present in our social, professional and personal lives, radically changing the way people think, make decisions and interact. The objective of this chapter is to examine the significance of digital media in the communication strategies of accommodation establishments and the benefits and challenges from a business perspective. This chapter also highlights the relevance of emerging technologies as a marketing tool for travel and accommodation. The study follows a thorough analysis of the digital marketing methods’ advantages and disadvantages in the domain of travel and accommodation, thus expanding understanding and disseminating details on research and practical initiatives in these domains. This chapter provides insights into relevant issues related to digital marketing on tourism and accommodation. The achievement of digital marketing strategies brought holistic change in society. This chapter depicts a comprehensive narrative on key aspects of the important topic, as well as insights into specific issues such as augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth, search engines like search engine operation and search engine management (SEO and SEM), social media and the associated ethical considerations. This chapter contributes significantly by identifying the challenges and opportunities, highlighting the limitations and outlining the research gaps in the digital marketing domain of travel and tourism.