Crafting Digital Destinations via Effective Social Media Strategies for Hospitality Industry

The chapter under discussion is devoted to analyzing social media and its impact on managing brand image, improving customer involvement, and growing the hospitality industry. The last concerns how Marriott International and Four Seasons Hotels and Resorts develop channel-specific strategies, content created organically by platforms' users, brand ambassadors, and high-quality visuals to build incredible digital experiences. Four significant strategies are explained: crossover, community, creative, and measuring success using analytics. This chapter also looks at issues like branding synchronization across the global markets, the question of consumer heterogeneity, and brand image degradation in places of globalization. Thus, analyzing the examples of Marriott and Four Seasons' SMM initiatives offers valuable recommendations and best practices for organizations interested in hospitality and willing to create compelling social media marketing strategies for engaging customers and enhancing relationships.