The transition from traditional to digital marketing: a study of the evolution of e-marketing in the Indian hotel industry

Purpose The study aims at analyzing the adoption and preference of E-Marketing tools in five-star hotels in India. This paper also explores the scope of artificial intelligence and the challenges with regards to its application. Design/methodology/approach A qualitative approach is adopted for this research, wherein the data has been collected through conducting one on one telephonic interviews (some in questionnaire format) and a roundtable conference with the general managers and marketing communication managers of 30 New Delhi/National Capital Region (NCR) hotels respectively to understand the transition from traditional to digital marketing era and how are they using various social media marketing tools. Findings This study aims to inform how digitalization has benefitted the industry in various aspects and its comparison to the traditional marketing methods. It also discovers the future of artificial intelligence in the Indian hospitality space. Practical implications This study aims to help managerial decision-making in the application of various E-marketing tools and strategies, suggesting the right mix of both traditional and digital marketing platforms. Originality/value Arguably this is one of a kind study, as there has been no such research done specifically aiming at the five-star hotels of the Indian market. The findings will help the industry explore and enhance their digital presence by suggesting the appropriate mix of both traditional and digital approaches and can be used as a good source for further exploring the perspective of digitalization by academicians as well.