The Role of Viral Marketing Strategies in Enhancing Hotel Reputation and Revenue

Abstract

The effective implementation of viral marketing strategies has become increasingly vital for hotels seeking to enhance their market presence, establish customer trust, and drive revenue growth. Within the highly competitive hospitality sector, viral marketing offers a cost-efficient solution for differentiation, enabling hotels to attract new guests while creating memorable brand experiences. This study specifically examines the impact of viral marketing strategies on two critical success factors: hotel reputation enhancement and revenue generation, with particular focus on properties in the Red Sea region.

Research data was gathered through a structured survey completed by 169 hotel managers and marketing managers. The findings demonstrate a clear positive correlation between viral marketing adoption and improvements in both reputation metrics and financial performance. Analysis reveals that properties leveraging viral techniques benefit from increased brand awareness, stronger customer engagement, and ultimately higher occupancy rates and revenue streams.

These results highlight viral marketing's potential as a strategic tool for hotels competing in destination markets like the Red Sea. The study concludes with practical recommendations for hospitality operators to systematically incorporate viral marketing approaches into their overall marketing mix. Such integration can provide competitive advantages in terms of brand positioning and profitability in an increasingly digital marketplace.

Keywords: Hotel Reputation, Revenue Management, Red Sea Tourism, Viral Marketing Strategies, Hospitality Marketing