호텔산업의 언택트 마케팅 사례연구

In this study, the untact marketing case was studied by paying attention to the hotel industry, which is rapidly changing as the non-face-to-face era approaches with COVID-19. The hotel industry is launching a variety of service offerings to cope with the crisis in COVID-19. As a result of the case analysis, the hotel industry has a common point of conducting untact marketing focusing on room service, food and beverage service, and package products. Also it has been shown that the hotel industry secures competitiveness with its own discriminatory composition. To summarize the analysis, first, the room service allows customers to easily check in and out using kiosks without going through the front desk via an untact service. Second, food and beverage services allow customers who want to avoid face-to-face contact to purchase food and beverage through online channels. Third, package products offer a wide range of products, including long-term accommodation packages and cleanliness and hygiene packages. The following are the implications of the case studies. First, it is necessary to introduce new products in the rooms. In a non-face-to-face era, live streaming can be a powerful means of marketing. Second, hotels should be broadcasting media that allows consumers to view and purchase products in real time. Third, the hotel industry should focus on marketing for individual and small groups of customers. Fourth, the hotel industry should invest in retraining employees.