PHASE-1

Diagnosis Phase
 Background of the study

In the modern hotel industry, digital marketing plays a crucial part in

determining a hotel's competitiveness and level of success. The emergence of
social media platforms and the growing importance of consumer feedback
have revolutionized the manner in which hotels interact with their target
market. Taking into account the ever-changing nature of this digital ecology,
Hotel Cypress plans to conduct an extensive study.
Digital marketing, which includes consumer feedback and the smart use of
social media, has the power to completely change the way hotels interact with
their guests. In keeping with current business trends, Hotel Cypress
understands that in order to improve online visibility, customer engagement,
and overall success, it is imperative to negotiate the complexities of digital
platforms.

Introduction

A strong online presence is essential for success in the fast-paced hotel

industry, where impressions count and experiences are carefully chosen. As a
reputable participant in this space, Hotel Cypress is aware of the
transformational potential inherent in successful digital marketing tactics. The
purpose of this study project is to better understand the subtleties of customer
feedback and social media dynamics, as well as to develop customized
solutions that will strengthen Hotel Cypress's position in the cutthroat
hospitality industry. The goal of this project is to assist Hotel Cypress in
becoming a leader in innovation and customer focus while adjusting to the
rapidly evolving digital landscape within the hospitality sector.
One of Nadiad's premier hotels, Hotel Cypress opens its doors in 2020. Situated
in the heart of Nadiad on College Road, Hotel Cypress provides opulent and
generously sized rooms adorned with sophisticated modern furnishings.
Executive standard rooms and suites are among our opulent accommodations.
All modern amenities are provided in the rooms to ensure a comfortable and
enjoyable stay.
With a straightforward goal of warmth and contentment that stimulates
creativity and is centered on the welfare of the client. Their hotels offer
wonderful environments that are friendly and practical at the same time,
creating a perfect setting for unwinding travels.
Luxurious Rooms
Tomato's Restaurant
The Chocolate Room
 Amenities

They want your time with us to be as memorable and convenient as they can.
With that in mind, Hotel Cypress has created a thoughtful list of amenities and
services. Here is a list of everything they have to offer.

 24x7 Room Service

 Suits Rooms with Jacuzzi
 Air Conditioner
 Iron Board
 Doctor on Call
 Multi-Channel Cable
 Direct Dialing
 Room Safe
 Hair Dryer
 Pickup Drop Service
 Free Wifi
 Restaurant and Café
 Mini Fridge
 Disable Parking
 Coffee and Tea kettle

Contact Them:-

Address:-

Hotel Cypress, Canal Road near DDIT College Nadiad, Gujarat

387001

Contact No:- +91 95126 27777

 Name of the organization

Form of Organization

Size of unit

Nature of Business

Name of the Owner

Year of Establishment

Number of Employee

Address

Contact

Problem Statement
The purpose of the study is to identify the obstacles that Hotel Cypress faces in
its efforts to maximize its internet visibility. These challenges include problems
with user engagement, online visibility, and efficient customer service. The
study aims to provide strategic solutions that will support the hotel's overall
success in the cutthroat internet market by recognizing and comprehending
these obstacles.

Analysing the problem

- Not reaching to potential customers
- underutilised social media marketing
- understanding the social media content quality
- Requirement of adding new digital marketing strategies
- Lack of feedback form
Objective of the study:
- To gain practical knowledge
- To suggest the marketing techniques and methods
- Prepare a feedback form
- suggesting an expert
 PHASE-2
Design & Analysis Phase
 Research Methodology

The term "research methodology" pertains to the actual "how" of a

particular research study. More precisely, it concerns how a researcher
methodically plans a study to guarantee accurate and trustworthy findings
that address the goals and objectives of the research.

Data collection Methods

Primary Data Collection Method:

The Method can be divided into Two groups.

1. Quantitative data
2. Qualitative data

Different sorts of methods are categorized based on whether they focus on

words, numbers, or both: quality, quantitative, and mixed methods.

Quantitative research focuses on measuring and assessing using numerical data,

whereas quality research is concerned with gathering and analyzing words
spoken or written and textual material.

Additionally, eligibility analysis may not concentrate on any other "soft" data
points, like facial expressions or body language.

Using a quality method is customary when the goals of the research are natural
exploration.
 Second Method Collection:

Currently available in books, newspapers, magazines, diaries, online

portals, and other media is optional information. Regardless, there is a
wealth of knowledge regarding your exam topic in business studies
available from these sources. the notion of a trial location. In order to
increase the degree of eligibility and reliability of the assessment, it is
crucial to use appropriate law enforcement to choose the optional
information to be used in the review.

Sources of the data:

Information is now referred to as the "life blood of exploration" since it is

seen as the foundation of a broad range of investigation. A valid
collection and analysis of information is necessary for any investigation
to be completed.

Two types of information can be utilized to finish an examination:

1. Primary information
2. Secondary information

We used the same sources of information to complete our investigation

because our analysis depends on both primary and secondary sources of
information. Required information is obtained from the internal archives of an
organization or from the annual reports and diaries of the establishment. It is
used when someone uses data that has recently been gathered by other people,
offices, or establishments for their own purposes.
Research Design:

In order to analyze the data and present information about the company, we
used qualitative research in this report, which was entirely based on survey data
from the company.

Research Design Descriptive Research

Data collection Method Survey Via Questionnaire and

Observation.

Sampling Method Convenience Sampling

Sample Size 70 Customer’s

Data collection Instruments and -Questionnaire, Direct

sources Communication.

- Primary Data and Secondary Data.

 Data Analysis & Interpretation

1.

Table 1.1 Gender

Particular No of Respondents In Percentage (%)

Male 37 52.9
Female 33 47.1
Total 70 100%

Interpretation:-
Table 1.1 illustrates the distribution of gender, with 52.9% of the population identified as
male and 47.1% as female. The data suggests a slight male majority within the surveyed
group. This gender distribution is crucial for understanding the demographic composition,
aiding in targeted strategies and policies.
 2. Table 1.2Age

Particular No of Respondents In Percentage (%)

Less than 18 4 5.7
19-25 37 52.9
26-40 21 30
40 or above 8 11.4
Total 70 100%

Interpretation:-
Table 1.2 provides an overview of age distribution within the surveyed population. The
majority, comprising 52.9%, falls within the 19-25 age range, indicating a youthful
demographic. Additionally, the 26-40 age bracket constitutes 30% of the population,
reflecting a significant working-age segment. The lower percentages for those less than 18
(5.7%) and 40 or above (11.4%) imply a comparatively smaller presence, signaling the need
for age-sensitive policies to address the diverse needs and priorities across different life
stages.
 3. Table 1.3 Marital Status

Particular No of Respondents In Percentage (%)

Married 24 34.3
Unmarried 44 62.9
Widowed - -
Divorced 2 2.9
Total 70 100%

Interpretation:-
Table 1.3 outlines the marital status distribution in the surveyed population. The majority,
constituting 62.9%, falls under the unmarried category, indicating a sizable segment of the
population yet to enter into matrimony. The 34.3% married population underscores the
significance of catering to family-oriented policies and services and there is 2.8% in divorced
individuals.
 4.Table 1.4 How did you first hear about Hotel Cypress?

Particular No of Respondents In Percentage (%)

Online Advertising 15 21.4
Social Media 21 30
Word of Mouth 22 31.4
Other 12 17.1
Total 70 100%

Interpretation:-
Table 1.4 delineates the various channels through which respondents first learned about
Hotel Cypress. Social media emerges as a substantial influencer, with 30%, indicating the
hotel's effective online presence where more improvement can be performed. Word of
mouth plays a significant role, constituting 31.4%, underscoring the impact of personal
recommendations in the hospitality industry. Online advertising also contributes, with
21.4%, reflecting the relevance of digital marketing strategies. The "Other" category has
17.1%. This data is invaluable for Hotel Cypress in refining its marketing mix, emphasizing
the importance of social media engagement and fostering positive customer experiences to
enhance the hotel's visibility and reputation.
 5. Table 1.5 Which of the following factors influenced your decision to
choose Hotel Cypress for your stay?

Particular No of Respondents In Percentage (%)

Competitive Pricing 19 27.1
Positive online reviews 16 22.9
Previous positive experience 11 15.7
Recommendation from friends and family 11 15.7
High visibility on search engines 12 17.1
Other 1 1.5
Total 70 100%

Interpretation:-
Table 1.5 provides insights into the factors influencing respondents' decisions to choose
Hotel Cypress for their stay. Competitive pricing emerges as the most influential factor at
27.1%, indicating the significance of cost considerations for customers. Positive online
reviews (22.9%) and recommendations from friends and family (15.7%) shows the impact of
reputation and word-of-mouth in the hospitality industry. The 17.1% citing high visibility on
search engines reflects the importance of online presence. The diversity in responses,
including the 1.5% under "Other," suggests a range of considerations, emphasizing the
multifaceted nature of customer decision-making. This data is instrumental for Hotel Cypress
in refining its marketing and service strategies to align with customer preferences and
expectations.
 6. Table 1.6 How did you find the visibility of Hotel Cypress's website
during your search for accommodations?

Particular No of Respondents In Percentage (%)

Very visible 11 15.7
Visible 16 22.9
Neutral 24 34.3
Not Very visible 16 22.9
Not visible at all 3 4.2
Total 70 100%

Interpretation:-
Table 1.6 gauges respondents' perceptions of Hotel Cypress's website visibility during their
accommodation search. The data reveals that 34.3% found it neutral, suggesting a sizable
portion had an average experience. However, 38.6% (15.7% "Very visible" and 22.9%
"Visible") did find the website prominently displayed, indicating effective online visibility
strategies. On the flip side, 27.1% (22.9% "Not Very visible" and 4.2% "Not visible at all") felt
the website was less visible, signaling potential areas for improvement in SEO and digital
marketing efforts. This information is pivotal for Hotel Cypress to enhance its online
presence and ensure that its website is easily discoverable by potential customers during
their accommodation searches.
 1. Table 1.7 How satisfied are you with the promotional materials and
information provided by Hotel Cypress (e.g., website content,
brochures, soclal media)?

Particular No of Respondents In Percentage (%)

Very Satisfied 12 17.1
Satisfied 18 25.7
Neutral 21 30
Dissatisfied 15 21.4
Very Dissatisfied 4 5.8
Total 70 100%

Interpretation:-
Table 1.7 assesses respondent satisfaction with Hotel Cypress's promotional materials and
information, encompassing website content, brochures, and social media. The data indicates
that a portion, totaling 42.8% (17.1% "Very Satisfied" and 25.7% "Satisfied"), expressed
contentment with the promotional materials. However, 27.2% (21.4% "Dissatisfied" and
5.8% "Very Dissatisfied") indicated dissatisfaction, suggesting potential areas for
improvement. The 30% in the "Neutral" category implies a considerable segment with a
moderate stance. This feedback is crucial for Hotel Cypress to refine its promotional
strategies, ensuring that materials align with customer expectations and contribute
positively to the overall guest experience.
 8. Table 1.8 Would you be interested in receiving exclusive offers and
updates from Hotel Cypress through email ?

Particular No of Respondents In Percentage (%)

Yes 53 75.7
No 17 24.3
Total 70 100%

Interpretation:-
Table 1.8 reveals a high interest among respondents in receiving exclusive offers and updates
from Hotel Cypress through email, with a significant majority of 75.7% expressing a positive
inclination. This indicates a substantial opportunity for the hotel to engage with its audience
through targeted email marketing campaigns, offering personalized promotions and
updates. The 24.3% who responded negatively suggests a smaller but still notable segment
that may prefer alternative communication channels or has specific preferences regarding
promotional outreach. This data is valuable for Hotel Cypress in shaping its marketing
strategy, emphasizing the potential effectiveness of email communication in fostering guest
engagement and loyalty
 9. Table 1.9 how easy was it for you to navigate & book through hotel
cypress online booking system?

Particular No of Respondents In Percentage (%)

Very easy 15 21.4
Easy 22 31.4
Neutral 15 21.4
Difficult 14 20
Very difficult 4 5.8
Total 70 100%

Interpretation:-
Table 1.9 evaluates respondents' experiences with Hotel Cypress's online booking system.
The data illustrates a range of perceptions, with a combined 52.8% finding the system either
"Very easy" or "Easy," suggesting a positive user experience for a majority. However, the
25.8% (20% "Difficult" and 5.8% "Very difficult") who encountered challenges indicates room
for improvement in system usability. The 21.4% in the "Neutral" category highlights a
segment with a moderate stance. This feedback is instrumental for Hotel Cypress to enhance
its online booking interface, ensuring a seamless and user-friendly process for potential
guests, ultimately contributing to a positive overall customer experience.
 10.Table 1.10 Are you interested in providing feedback to Hotel Cypress
about your experience through a feedback form?

Particular No of Respondents In Percentage (%)

Yes 38 54.3
No 15 21.4
Maybe 17 24.3
Total 70 100%

Interpretation:-
Table 1.10 indicates a moderate interest in providing feedback to Hotel Cypress about the
guest experience. The data shows that 54.3% of respondents are willing to offer feedback,
suggesting a substantial portion of guests who value the opportunity to share their thoughts.
The 24.3% who responded with "Maybe" indicates a segment that might consider providing
feedback, while 21.4% expressed a clear disinterest. This information is crucial for Hotel
Cypress, signaling the importance of implementing an accessible and user-friendly feedback
system to encourage and capture guest opinions, enhancing the hotel's ability to address
concerns and continually improve its services.
 11. Table 1.11 On a scale of 1 to 5, how likely are you to recommend
Hotel Cypress to friends or family based on your overall experience?

Particular No of Respondents In Percentage (%)

1 6 8.6
2 9 12.9
3 18 25.7
4 22 31.4
5 15 21.4
Total 70 100%

Interpretation:-
Table 1.11 captures respondents' likelihood to recommend Hotel Cypress to friends or family
based on their overall experience. The distribution shows a spectrum of ratings, with 31.4%
providing a favourable score of 4, and 21.4% giving the highest rating of 5. However, 21.5%
of respondents gave lower scores (1 or 2), suggesting a notable portion with reservations
about recommending the hotel. The highest percentage in the middle range (3) at 25.7%
implies a mixed sentiment. This data emphasizes the importance for Hotel Cypress to
address any concerns and enhance positive aspects to boost overall customer satisfaction
and advocacy.
FINDINGS:

 A majority of customer came to know about hotel cyress through “word of mouth”
i.e. 31.4% which is almost equivalent to social media i.e. 30%.
 It was observed that competitive pricing played an important role in influencing the
customer and other factors like Positive online reviews, recommendations, high
visibility on search engines also plays an important role.
 If we consider being neutral as slightly negative than the over the overall visibility of
Hotel Cypress is on the down side.
 If we consider being neutral as slightly negative than we can say that is a requirement
of improvement in the materials provided in websites & social media.
 It is seen that majority of customers is interested in receiving exclusive offers and
updates from Hotel Cypress through email.
 Although it is seen that it is easy for majority of customers to navigate through their
online booking platform but there is a room for improvement as a good number of
individuals didn’t felt it that easy.
 It is seen that more than half of customers are interested in providing a feedback.
 It is also seen that majority of customers would recommend the hotel to their friends
or family but a room for improvement is also visible here.