The transition from traditional to digital forms of marketing has pretty much changed
the way people market brands and businesses as well. While traditional marketing is still
in practice, it is digital marketing that is changing the landscape for most businesses
across industries. Digital marketing tools provide numerous benefits to the hospitality
industry and have affected immensely the financial performance of hotels.
This dissertation was written as part of the MSc in Management at the International
Hellenic University. It is based on a case study of a hotel group in Thessaloniki, Greece. It
conducts an in-depth examination of the differences in its financial performance over
the past decade, when the expansion of digital marketing channels began. It also
examines the group’s different marketing channels and explores the opportunity of
using new ones.
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