The impact of digital marketing on customer loyalty at the Sofitel Algiers hotel

Abstract

In the era of digital marketing, customers' relationships with hotels have changed considerably, as has their loyalty. This article focuses on how hotels are using certain digital tools, including social media, email marketing campaigns and their online loyalty programs to achieve these goals. The use of these digital assets allows them to promote their offers and make them more diversified, adapted to customer expectations, and, therefore, more attractive. As a result, they become more satisfied and come back more often, and these goods also facilitate permanent and direct communication between customers and the manager. Digital rewards and actions that customers participate in online make them want to come back, and this time, the information obtained from reviews and recommendations refined according to their numbers makes the hotel's work easier.