By Avijit Arya

DIGITALISM, WITH regards to the hospitality industry,-is undergoing a significant transformation. And not just with respect to India, but globally. Digitalism means the spread of-all things digital in the marketing sphere. Adopting digital, spending more on digital and expecting ROI, measurability and trackability will surely be the right way forward. Digital helps lower the costs of guest acquisition, and ROI from dollars spent can easily be measured.

Today, our hospitality industry is among the top 10 Indian industries that are actively engaging their customers on Facebook’- the most popular social media platform.

So here are a few trends that are making a mark in field of Indian digital hospitality and are doing wonders at the global front as well

Social media ’ A major channel to focus upon

According to Nielsen, already in 2011 60% of people had learned about a retailer through a Facebook or Twitter post. Today social media-has become far more than just an option ’ it’s a necessity for the hospitality industry. Digitalism has become an integrated part of the hotel business in all aspects ’ on websites, social media pages and Google listings.

If your online audience is passionate and active and they believe in your philosophy, they will advocate for your brand and will help spread-the-word. Your customer is your best critic-and today they are as likely to voice their opinion online as to share feedback in person.

Single goal for Channels

PPC, SEO, Email, Social, Local, Display etc. are the different channels of Marketing. When separate channels have separate goals, a competition is created between the different channels which create inefficiencies. On the other hand, when those channels work together toward the same goal, they support each other's efforts which results in better targeting, higher reach, lower costs, and higher direct bookings.

Build your own World Online

Digitalism gives your hotel a platform to share your content and campaigns at scale. Hotels have begun to leverage social communities as a forum on their websites which,-in turn,-are integrated into their social media pages. If your online audience is passionate and active and they believe in your philosophy, they will advocate for your brand and will help spread-the-word.

Visuals are the new verbal

Images and videos on social networks, website content and blog posts have become new ways to engage-your target guests. Hotels encourage fans and followers to share videos, images and experiences and use the content as a marketing tool.-Four Seasons Hotels & Resorts has a dedicated social media team that actively monitors online platforms, has revamped its Facebook page, and interacts with travelers with a tone of voice and level of service that is completely on-brand.

Taking good care of the customers

Guest interactions and discussions are happening openly on social media platforms and in real time. The marketing department must include customer care experts as well as public relations professionals so that they can reach out to-the-customers and address their issues instant.

Blogs- the most trusted resource

Despite the popularity of Facebook and Twitter, company blogs remain popular with consumers and are an important platform for building trust and influencing consumer behavior. According to a 2013 report by Social Media Examiner, 58% of marketers are blogging, 62% want to learn more about blogging and 66% increased blogging activities in 2013.

Don't underestimate Email marketing

Brands understand the power of email marketing and are integrating it into their social media strategies. According Social Media Today, emails with social sharing buttons increase click-through rates by 158%. Whereas email marketing-informs the customer personally and directly, social platforms help to spread messages across a large database. Looking ahead, connecting with customers on the move through mobile marketing is the next great challenge for hoteliers. According to Google, eight in 10 mobile users are also mobile shoppers. And research by e-marketer indicates that by 2016, 85% of all digital shoppers will be mobile shoppers too.

Lastly Emotions and memories matter

Personal experiences have become an important part of online marketing strategy. This is especially true of the Indian hospitality industry. It’s not just about visiting an exotic hotel; it’s about one’s personal experiences and the moments that matter throughout the stay. Were the staff members warm and cordial or merely professional? Guest experiences and impressions often find their way onto social media, which demands constant vigilance from hotel management.

The Ajanta Hotel in New Delhi has made this one of its unique selling propositions. There on the walls you will find guests’ photographs from their visits to the property with little descriptions of their most prized memories. The tactic has won the property great-favor,-especially among foreign tourists who have become loyal customers. In fact, the biggest guestroom in the Ajanta Hotel is named after one of its-regular-guests from Rome.

Over the years, the hospitality industry has developed a digital streak. Hotels in India and around the world have come to acknowledge the power of social media and digital marketing, are investing in it broadly, and are tapping into its hidden revenue sources. Looking ahead, connecting with customers on the move through mobile marketing is the next great challenge for hoteliers. Still, there are areas that need development and there is always the fear for hoteliers new and old about whether or not digitalism is meant for them. As always, the way to catch up is to adapt to the changing trends.

The author is CEO of Internet Moguls.