Digital Marketing Strategies in Hospitality: Characterization Applied to Hotel Perla Verde

Abstract

Introduction: Tourism has established itself as a globally dynamic economic sector, driven by digital transformation and the need for hospitality businesses to adapt to new consumer environments. In this context, digital marketing emerges as a strategic tool to enhance brand visibility and competitiveness.
Objective: To characterize the digital marketing strategies of Hotel Perla Verde in Ecuador.
Methods: A cross-sectional descriptive observational study was conducted in March 2022. A total of 200 individuals over 18 years old participated, selected through purposive sampling, including current guests and potential clients identified via social media. Data were collected through a digital survey and analyzed using absolute and relative frequency tables.
Results: 63.5% of respondents received updates about the hotel through Facebook. 38.5% preferred content related to special offers and discounts. 36% visited the website frequently, while 42.5% had a neutral opinion about it. Only 35.5% had contacted the hotel via social media, and 27.5% had participated in promotions. 45.5% rated customer service as good, and 30.5% suggested improving the quality of digital content.
Conclusions: Hotel Perla Verde’s marketing strategy was characterized by broad user interaction through social media, especially Facebook. Data show regular access to the institution’s content by clients, with a tendency toward satisfaction with published material and a generally positive perception of digital customer service quality.