Social media in hotel crisis communication: a case study

The evolution of social media has transformed the way people communicate, share experiences and search for information before and after a trip. These platforms can bring countless benefits to businesses but implementing them effectively brings countless challenges. In the hotel industry, the use of social media as a digital marketing strategy has become fundamental to promote brands and services, as well as to create a closer relationship with the customer. It then becomes essential to understand how hotels can use these platforms effectively. Moreover, defining communication strategies, especially in periods of global crisis, with customers and public that include social networks are fundamental and a great challenge. In this sense, in this paper a case study of a hotel in a period including the global pandemic crisis of COVID-19 was conducted where good practices for social media management in hospitality are proposed, supported by the literature review and the practical learning provided in the fieldwork. These good practices also take into consideration the application of successful social media strategies in a hotel during times of crisis.