ABIGAIL CASSAR

'The importance of online branding in the hospitality industry: a local analysis'

Abigail's dissertation explores how local hotels and lodging businesses have adapted to online marketing. For businesses in the hospitality industry, where bookings are almost entirely made online, online branding has become a game-changer. Her study, which focuses on smaller hotels with limited marketing budgets, looks into the aspects of a brand that produce the best results, resulting in a strategy for smaller hotels on how to make the most of their resources. The findings were then used to create a project for a fictitious local boutique hotel called 'Saint Peter Boutique Hotel,' which included creating an appealing brand and website prototype.