Creating an Online Brand Identity: The Case of the Hotel

Abstract

Content generation in the age of the internet of things has been transforming tourism businesses' digital strategies. Despite changes observed in the business environment following the continuous importance of consumers' role in the creation of content, hotels have to pay attention to the creation of their own content as it will influence visibility and relationship with customers. Information and communication technologies (ICT) are increasingly critical for the management and marketing of the hotel sector. This research aims at exploring the influence of generated content in the effectiveness of hotel brand identity creation. A case study was conducted on The Hotel, a luxury hotel located in Brussels, as a way to discuss the importance of the application of digital strategies in building hotel brand identity using a co-creation approach to the process. The chapter also highlights the tools used to communicate the identity and the resulting impacts on the performance of The Hotel.