The new era of hotel marketing: integrating cutting-edge technologies with core marketing principles

Abstract

Purpose This paper aims to explore the impact of emerging technologies, such as virtual reality, voice search, artificial intelligence, robotics and the Metaverse on hotel sales, marketing and revenue optimization. Design/methodology/approach This paper uses a combination of articles published in Journal of Hospitality and Tourism Technology and industry case studies to examine the integration of innovative technologies in hotel sales, marketing and revenue optimization strategies, plus the role of fundamental practices in ensuring long-term success. Findings The analysis demonstrates that innovative technologies can significantly enhance customer engagement, streamline booking processes and unlock new revenue streams. However, this paper also highlights the importance of fundamental marketing practices, such as user-friendly websites, fast and reliable/mobile-friendly websites, search engine optimization, social media engagement, content marketing and data-driven revenue management, in maintaining a hotel’s competitive advantage in the dynamic world of hospitality. Practical implications The findings suggest that hoteliers need to strike a balance between embracing emerging technologies and maintaining traditional marketing fundamentals to remain competitive and drive revenue growth. This integrated approach ensures long-term success in the ever-evolving hospitality landscape. Originality/value This paper bridges the gap between academia and industry practitioners by providing practical insights and implications that can be applied directly to hotels’ marketing and operational practices. The paper highlights the importance of balancing innovation with fundamental marketing strategies, emphasizing the need for an integrated approach to ensure long-term success in the ever-evolving world of hotel sales, marketing and revenue optimization – as well as those same tools in a plethora of hospitality and tourism venues working alongside the accommodations sector.

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