Creating a social media marketing plan for a small luxury hotel

Social media marketing has grown dramatically in the hotel industry in the past few years and it is one of the most powerful marketing platforms existing. This thesis is made for a small luxury hotel situated in Helsinki. It presents ways to plan and execute an efficient social media marketing plan and studies the main social media channels as well as explains different types of social media marketing. The channels discussed are the what the commissioning company and most of the hotels in Finland are already using. The theoretical content is acquired from recently published books and online publications. The aim of this thesis is to present a clear and informative social media marketing plan that the commissioning company can benefit from. A social media marketing plan is created based on the information gathered in the theoretical part and from an open-ended questionnaire that was sent out for the general manager and the marketing director of the commissioning hotel. The brand image and the current social media trends were taken into consideration when creating the final product that is the social media marketing plan. This plan is made into a Power Point format so that it is easy to present and modify as we know that social media is in a constant change. Action was taken with the commissioning company’s social media pages in the whilst of making this thesis. The results were clearly visible due to improved quality of the posts as well as more frequent posting times