Propuesta de plan de marketing digital: caso Hotel Boutique Santa Lucía, período marzo - agosto 2024, Cuenca – Ecuador

Abstract

Digital marketing in the accommodation sector allows you to develop promotional strategies that improve online visibility and reach the target audience in a direct and segmented way. In this sense, tourism organizations can personalize messages, offer experiences adapted to travelers' preferences, and increase interaction with potential customers, which allows greater loyalty and competitive advantages. Therefore, this project focuses on developing a digital marketing plan for the Santa Lucía Boutique Hotel, Cuenca - Ecuador, which analyzes the current situation and proposes improvements based on interviews and surveys with customers and hotel staff. Through social media strategies, online advertising, relevant content and personalized campaigns that will seek to improve how the hotel communicates with its audience. Not only will this improve its online presence and attract more customers, but it will also allow them to better understand customer needs and deliver satisfying experiences.