HOSPITALITY MARKETING STRATEGIES: A COMPARATIVE STUDY BETWEEN TRADITIONAL AND DIGITAL APPROACHES AT SELECTED HOTELS IN NOVALICHES, QUEZON CITY

Abstract

This comparative study examines the marketing strategies employed by Spiral Suites Hotel and Pacific Hotel in Quezon City, focusing on traditional versus digital technologies. It gathers perspectives from hotel employees and customers to assess the advantages and disadvantages of each approach. The findings aim to provide actionable insights for marketing professionals, business owners, and policymakers in the hospitality industry, contributing to the discourse on integrating traditional methods with innovative digital strategies in the digital age.​  Advantages and Disadvantages of Traditional and Digital Marketing:  Traditional Marketing:  Advantages: Local Audience Engagement: Effective in reaching local demographics through mediums like newspapers, magazines, and radio. Tangible Materials: Physical items such as brochures and flyers can leave a lasting impression and are easily accessible. Disadvantages: Limited Engagement: Lacks interactive features, making it challenging to gauge audience response. Higher Costs: Production and distribution expenses can be substantial. Measurability Issues: Difficult to track the effectiveness of campaigns and return on investment. Digital Marketing:  Advantages: Global Reach: Access to a worldwide audience through online platforms. Cost-Effectiveness: Generally lower costs with the potential for higher returns on investment. Targeted Campaigns: Advanced analytics allow precise targeting based on demographics and behavior. Real-Time Feedback: Immediate responses facilitate agile marketing strategies. Disadvantages: Digital Divide: Not all potential customers are active online, potentially excluding certain demographics. High Competition: Standing out in a crowded digital space requires continuous effort. Technology Dependence: Reliance on digital platforms means technical issues can disrupt marketing activities. Employee and Customer Perspectives:  Hotel Employees:  Traditional Marketing: Familiarity with conventional methods may lead to comfort but also a reluctance to adopt new technologies. Digital Marketing: Opportunities for skill development in modern marketing techniques are recognized, though training may be necessary. Customers:  Traditional Marketing: Appreciation for tangible materials, though some may view them as outdated. Digital Marketing: Engagement with online content is common, but preferences for less digital interaction exist among certain demographics. This study employed purposive sampling to select 100 respondents—50 hotel employees and 50 hotel customers—located in Quezon City, Metro Manila. This approach ensured a diverse perspective on hospitality marketing strategies by encompassing various demographics. Data collection was facilitated through platforms like Question Pro Audience Panel, which provides access to a vast network of pre-screened and qualified respondents, enhancing the efficiency and quality of data gathering.  Question Pro Audience Panel offers access to millions of active members with detailed demographic and background information, accounting for over 300 data points per participant. This extensive profiling ensures the collection of accurate and high-quality responses, making it an invaluable tool for targeted research. By leveraging such platforms, researchers can efficiently obtain diverse and representative data, enriching the insights into hospitality marketing strategies. The analysis revealed significant insights into current hospitality marketing trends. A majority of respondents were over the age of 31, with a notable gender distribution indicating a higher preference for hospitality management among females. These demographics may influence the effectiveness of various marketing strategies.​  The findings highlight that while traditional marketing methods retain certain merits, digital marketing strategies offer substantial advantages. Notably, digital approaches are associated with increased customer engagement, cost-effectiveness, targeted reach, real-time management, and data-driven decision-making. For instance, studies have shown that digital marketing can generate 50% more customer interactions compared to traditional methods. Additionally, effective digital marketing can lead to increased revenue by directing traffic to a hospitality company's website or physical location. ​    The preference for digital marketing is further underscored by statistics indicating that 70% of travelers book hotels online, emphasizing the necessity for a robust digital presence. Moreover, hotel email marketing has been found to generate a $36 return on investment for every $1 spent when executed effectively, highlighting its potential for high returns. ​  However, it's essential to recognize that traditional marketing methods continue to play a role, particularly in reaching certain demographics and local markets. Some studies suggest that traditional media can be as effective as online media in promoting tourism, especially within domestic markets. Therefore, integrating both traditional and digital marketing strategies may offer a more comprehensive approach, leveraging the strengths of each to effectively engage diverse audiences.​ The findings underscore the necessity for the hospitality industry to adapt to evolving consumer preferences and technological advancements. While traditional marketing methods maintain their relevance, the increasing shift toward digital strategies highlights the industry's need to embrace technological innovations to remain competitive.​  Influence of Internet Penetration and Mobile Device Usage  The widespread availability of the internet and the pervasive use of mobile devices have significantly impacted the effectiveness of digital marketing in the hospitality sector. A substantial 29% of mobile device users plan their travels using these devices, 30% decide on accommodations through mobile platforms, and 46% complete check-in processes via mobile. Moreover, 85% actively use mobile devices during their travels, emphasizing the critical role of mobile-optimized marketing strategies. ​   Role of Adaptability in Digital Marketing Strategies  Adaptability is crucial for hotels implementing digital marketing strategies. Continuously monitoring and adjusting campaigns ensures they meet changing consumer behaviors and technological trends. Hotels that effectively adapt their marketing approaches can enhance customer engagement and maintain a competitive edge in a rapidly evolving market. ​   Incorporating these factors—high internet penetration, extensive mobile device usage, and strategic adaptability—into marketing plans enables hotels to effectively reach and engage their target audiences, thereby enhancing competitiveness in the dynamic hospitality industry.t