Using Social Media as a Strategic Tool for Achieving Long-Term Goals in Cypriot SME Hotels

Abstract

The present empirical study examines to which extended level Cypriot hotels utilize social media as a strategic tool to mainly engage customers and build a robust brand. Undoubtedly, the ongoing digitalization of the hospitality industry in many EU countries places social media platforms as essential instruments of strategic management and competitive advantage with the relevant enterprises of the hotel sector implementing and integrating social media strategies into their operational and marketing frameworks as well. In this light, the aim of this research is to assess the level of the aforementioned strategic integration towards SME hotels in Cyprus. Empirically, a qualitative approach was adopted by collecting data through semi-structured interviews with ten owners/managing directors of such hotels across Cyprus in order to detect their views and experiences on the use of social media specifically for brand development, partnership establishment, customer engagement and service innovation. Findings indicated the crucial role of social media in establishing robust brand endeavors whilst it is evident that they are recognized by the interviewees as a strategic asset to achieve broader business goals, not just a promotional tool. However, the level of strategic integration varies across the concrete enterprises, depending mostly on the organization size, leadership mindset, and resource availability. Lastly, hotels that consistently treat social media with a focus on a long-term vision exhibit increased customer engagement and loyalty, more effective reputation management, new partnerships formation, and stronger adaptability to market shifts or successive crises.