The main aim of the study undertaken is “A critical analysis of e-marketing strategies of the hotel ‘Holiday Inn’”. The various hotels are availing the benefits of social media sites and e-marketing techniques in terms of maximization of the per seat revenue, formulating long-term relationship with the customers, soliciting endorsements, easy and prompt access to existing and potential customers, managing and enhancing the reputation of the hotel, recruiting new staff with the help of social media and building a buzz for their brands on various social media platforms.The sources used for conducting the research include the documents presented by the government. These sources provide accurate information in relation to consumer information and the ranking of various hotels in the country. For example, UK Holiday Accommodation and Tourism guide provides information regarding hotel industry regulation, customer staying patterns, customer trends towards renowned hotels in UK customer attitudes and demographics. With the help of data collected from the government sources, it was easy to assess the target market of the Hotel Holiday Inn and it also helped in the identification of the growing trends of customers on the website of Holiday Inn in UK.
The information related to taxes and licenses needed for website creation and maintenance in accordance with the country laws and regulations are also assessed. The second major secondary method used in the study is about identification and understanding of the potential and existing competition.Website reviews of the other hotels, which will help in assessing and correlating the business and financial activities followed by the competitors and also influence the e-marketing strategies of the hotel. The websites of Holiday Inn and the other hotel will be compared. It will help in the assessment of the factors that help in the determination of the advantages and disadvantages in comparison to the competitors. With the help of information derived from the website of the competitor related to their website capabilities, objectives and strategies and dominance level in the market and market size are captured. This will help in the determination of the position of the hotel in the market with which the Holiday Inn can formulate their strategies for leveraging over the weaknesses of the competitor to take overall competitive advantage in the market while anticipating the actions of the competitors.