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Optimising digital and social media touchpoints fopr direct bookings in city-based leisure hotels: a multi-case analysis and strategy for westmont hospitality group-holiday in Amesterdan Arena Towers
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Digitalisation and social media have transformed how guests search, evaluate and book hotels, making digital touchpoints central to visibility, trust and booking behaviour. This project examines how a major hotel group can optimise these touchpoints along the guest journey to
increase direct bookings across city-based leisure properties. Using a multi-case consulting approach, four European hotels were analysed through semi-structured interviews, internal documents and an adapted social media maturity framework. Findings reveal fragmented
practices and limited journey integration. The study demonstrates how a maturity-based diagnosis can be translated into prioritised, transversal journey-aligned recommendations and a phased roadmap for consistent, decision-oriented execution.
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Direct bookings Digital touchpoints Customer journey Social media maturity Revenue optimisation Hospitality marketing Online travel agencies City-leisure hotels Consulting approach