Online marketingová komunikace vybraného hotelu

The diploma thesis deals with the online marketing of the accommodation facility STAGES HOTEL Prague. The aim of the thesis is to evaluate the online communication of the selected hotel, based on which a proposal for a media campaign focused on the effective utilization of various online marketing tools is compiled. Since the hotel has not yet carried out any campaigns in reality, the thesis can serve as a guide specifically for the marketing department of the selected entity or similar accommodation facilities. To fulfill the aim of the thesis, a research of professional sources was conducted, followed by a situational analysis through the website and social networks Facebook and Instagram. The theoretical part of the thesis describes online marketing with a focus on communication, strategies, use, and evaluation of individual tools. The practical part consists of a description of the selected entity with subsequent evaluation of the website and social networks using tools such as Google Analytics 4, SimilarWeb.com, and Meta Business Suite. Based on the analytical tools used, a media campaign is developed based on the acquired data. The media campaign targets residents of the Czech Republic aged 25 to 50 living outside Prague, with its main purpose being to increase the number of reservations made through the hotel's website, while simultaneously deepening brand awareness. An evaluation of the proposed campaign is included in the practical part, focusing on the share of costs in turnover, hotel turnover, and gross profit generated.