SOCIAL MEDIA MARKETING STRATEGIES IN NOVOTEL : BASIS FOR A MARKETING DEVELOPMENT PLAN

Abstract

This quantitative study evaluates the effectiveness of Novotel Hotel's social media marketing strategies in relation to customer satisfaction, service quality, and product representation. With the growing influence of digital marketing in the hospitality industry, this study investigates how Novotel’s online presence impacts guest perception and engagement. Data were collected from guest respondents to assess how well the hotel’s digital content reflects its branding and service offerings. A quantitative research design was employed through the administration of survey questionnaires to 50 randomly selected Novotel guests. The survey captured demographic profiles, social media usage behaviors, and perceptions regarding the effectiveness of the hotel's social media marketing content. Findings showed a generally favorable perception of Novotel’s social media marketing. Respondents agreed that the hotel’s content accurately reflected its star rating, promoted its location and nearby attractions, and effectively appealed to its target market. Positive ratings were recorded for the relevance of promotional offers (mean = 3.54) and the usefulness of content about local attractions (mean = 3.46). However, the study also identified notable concerns, including the creation of unrealistic expectations (reported by 12 respondents), instances of misleading information, slow response times to inquiries, and limited accessibility of online platforms. The results indicate that while Novotel exhibits strengths in its digital branding and promotional content, there is a need for more strategic management of its social media platforms. To improve guest satisfaction and operational performance, the study recommends refining digital content to align more closely with actual guest experiences, ensuring the accuracy of online information, enhancing responsiveness to guest inquiries, and improving the accessibility of social media channels. These findings serve as the foundation for the development of a comprehensive marketing development plan, enabling Novotel to strengthen its digital presence and support sustained business growth.