Social media in hotel marketing communication

The main purpose of this bachelor thesis is to suggest utilization of Instagram for a hotel, which currently does not have account on Instagram. The partial purpose is to analyze the utilization of social media in marketing communication in the hospitality industry. Specifically, the utilization of Instagram in marketing communication in three chosen hotels. The subjects of this thesis were Hotel Century Old Town – MGallery, Hotel Don Giovanni and Hotel OREA Pyramida Praha. These subjects were selected by following criteria: type of accommodation facility is a four-star hotel located in the capital city – Prague, which has active account on Instagram. Using primary data collected from Instagram accounts of the hotels, this thesis was designed to investigate number of followers, number of shared posts in each month, post content and subsequently success of the posts. To deepen knowledge and orientation interviews with social media managers were conducted. The subsequent proposal was processed for Hotel Novotel Wenceslas Square Prague based on the results from analysis of primary data and the comparison of results using the competitive benchmarking method.