Digital Marketing Communication Strategies for Increasing Visitor Numbers at the Radisson Red Izmir Point Bornova Hotel
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communication strategies,
brand awareness,
the hospitality industry
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Rani Putri Sia
Abstract
Background: In today’s digital age, intense business competition particularly in the hospitality industry is increasingly driving hotels to leverage digital marketing communications more strategically. This trend is evident at the Radisson RED İzmir Point Bornova, which has been in operation for only six months but has already seen a significant increase in the number of guests.
Aims: The purpose of this study is to examine the digital marketing communication strategies used by Radisson RED İzmir Point Bornova to increase visitor numbers, particularly through social media, digital content, customer engagement, and internal coordination.
Methods: This study employs a qualitative descriptive approach, with data collected through interviews, observations, and documentation. Informants include hotel management, the marketing team, and operational staff involved in promotional activities.
Result: The study’s findings indicate that the increase in visitor numbers was driven by four key factors: the use of Instagram and TikTok to expand the hotel’s reach, consistent content posting, direct interaction with customers through digital media, and collaboration between management, the marketing team, and operations.
Conclusion: A consistent and coordinated digital marketing communication strategy helps hotels build brand awareness, reach a wider audience, and increase customer engagement in the early stages of operations
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