We know that the behavior of the new generation of travelers has completely changed. It implied that, in an ultra-competitive environment, hotels have to face new challenges and adapt their marketing strategy. A long process is happening before turning the internet user into a potential client, this is why the hotel’s first mission is to be visible and to get known. In this article we will see how to develop the brand awareness but also how to retain and convert customers.

To succeed in this ultra-competitive environment, implementing a strong social media strategy by working with influencers is not an option, it is the key.

Before the existence of the Internet, travelers had only a handful of interlocutors to help booking their stay. Travel agents and word of mouth played a significant role in the purchase decision. Nowadays, with the development of distribution channels, social medias and review websites, the behavior of this new generation of travelers has completely changed. Hotels have to adapt their strategy if they want to improve their online presence and meet online travelers’ expectation