Diseño e implementación de un plan de marketing digital en el hotel Donde Gustavo Osorio, Curití Santander

Abstract

This thesis, titled "Design and Implementation of a Digital Marketing Plan at Hotel Donde Gustavo Osorio, Curití Santander," aims to design a marketing plan using digital tools to increase the number of tourist clients at the hotel. The study had three specific objectives: diagnose the current situation of the hotel using benchmarking, develop a marketing plan based on digital strategies, and determine the impact of these strategies through quantitative measurement tools. The research was conducted in three phases. In the first phase, an initial diagnosis of the hotel's use of digital platforms was carried out through internal and competitive benchmarking, identifying strengths and weaknesses compared to other hotels in the region. In the second phase, a marketing plan was designed, including the creation of a strong brand identity, a website, and social media profiles on Instagram and Facebook and the implementation of ads on Google Ads. In the third phase, the impact of the strategies was evaluated using analysis tools such as Google Analytics and Facebook Analytics, collecting data on web traffic, social media engagement, and follower growth. The findings show a significant increase in the hotel's online presence, including higher web traffic, social media engagement, and online bookings. The implemented strategies proved effective in enhancing the hotel's competitiveness in the regional tourism market. In conclusion, the developed digital marketing plan has been crucial in boosting the visibility and positioning of Hotel Donde Gustavo Osorio, achieving a positive impact on its growth and recognition in the industry.