The Marketing Role of the Internet in Launching a Hotel: The Case of Hotel ICON

Sze Ming Tse

Research output: Journal article publicationJournal articleAcademic researchpeer-review

15 Citations (Scopus)

Abstract

Hotel ICON was launched in Hong Kong during April 2011, and it was ranked No. 1 on TripAdvisor.com by November 2011. One of the hotel's success factors was the creative use of Internet marketing in its launch, which included developing its website as a sales and marketing tool, working closely with online travel agents, search engine marketing, the selective use of banner advertising, and experimenting with social media. This case study describes how Hotel ICON bypassed traditional media to make extensive use of the Internet, illustrates the important role that Internet marketing can play in launching a hotel, and explores how the Internet can be better exploited in hotel marketing.
Original languageEnglish
Pages (from-to)895-908
Number of pages14
JournalJournal of Hospitality Marketing and Management
Volume22
Issue number8
DOIs
Publication statusPublished - 1 Nov 2013

Keywords

  • hotel
  • Hotel ICON
  • Internet
  • marketing
  • OTA
  • website

ASJC Scopus subject areas

  • Management Information Systems
  • Tourism, Leisure and Hospitality Management
  • Marketing

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