The importance of digital marketing in hospitality: Case study of hotel turismo são lázaro

ABSTRACT

Digital Marketing is a decisive advantage for the business strategy of the hotel sector. Besides being a powerful tool for implementing tourism marketing actions and policies also enables the monitoring and measurement of results;helping to keep them at a level of effectiveness and success or to improve them. Digital Marketing can also be a strong ally in combating unforeseen economic crises in the hotel sector, as is the case of the current situation that we are experiencing caused by COVID-19. In this article, the Digital Marketing strategy implemented by HSL from the point of view of the digital consumer will be analyzed, through an exploratory analysis of its website, online booking platforms, social networks and how these digital tools have helped HSL throughout the pandemic. COVID-19. © 2020, Associacao Iberica de Sistemas e Tecnologias de Informacao. All rights reserved.