Digital Marketing in HoReCA industry: personalization and feedback

Author: Nina V. Trubnikova, Julia Y. Demyanchuk

Communicology. 2018. Vol.6. No.5
Nina Vadimovna Trubnikova, Cand. Sc. (Philos.), associate professor, head of the Department of Advertising and business communications of RUDN; Julia Yaroslavovna Demyanchuk, employee of the Renaissance Moscow Monarch Center. Address: 117198, Russia, Moscow, Miklukho-Maklay st., 6. E-mail:

Abstract. The goal that was set by the author consists in identification and analysis of the features of the HoReCa segment and the trends occurring in the industry and in the global market in the era of digital marketing, which largely impacts the implementation of targeted marketing decisions. To achieve this goal, the author examines the key aspects of marketing and the current state of the HoReCa market and highlights the features of the portrait of the new consumer – millennial. Particular attention is paid to the practical part of the research, based on empirical material concerning the consideration of the applied marketing approaches by one of the market representatives – the Renaissance Moscow Monarch Center hotel. The author reviews offline and online solutions in the hotel industry with the introduction of the author’s case, including an analysis of promotion of the Renaissance Moscow Monarch Center hotel.
As part of the scientific novelty in the framework of the work, HoReCa was considered in terms of the direct influence of the target audience creating new informational trends. The author draws a parallel between the needs of the millennials and the need for companies to develop more accurate marketing solutions. These findings can be considered as he basis for building a current and effective promotion plan for various market players and are significant for studying modern communication practices.

Keywords: HoReCa, digital marketing, hotel business, hospitality industry, digitalization, SMM

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For citation: Trubnikova N.V., Demyanchuk J.Y. Digital marketing in HoReCA industry: personalization and feedback. Communicology (Russia). 2018. Vol. 6. No.5. P. 38-48. DOI 10.21453 / 2311-3065-2018-6-5-38-48.

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