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This paper aims to explore the experience of adoption of digital marketing and related tools by restaurant entrepreneurs or owners of restaurants in the UK and India.

This study is based on qualitative research. In-depth interviews were conducted with restaurant owners to understand the extent of adoption of digital marketing tools and how they have embraced the digital change in running their business operations.

Findings shed light on major changes in consumer behaviour and the readiness of restaurant owners to adopt digital tools for marketing restaurant businesses. Additionally, this paper also probes restaurant owners’ apprehensions in the process with an objective of retaining customers for a longer period.

It is also evident that there is a clear gap in the restaurant space in India and the UK as far as the adoption of digital marketing tools is concerned. The restaurants in India are yet to adequately harness the digital medium as a strategic tool for marketing. This research can potentially form the basis of further research in terms of using technology and digital tools to reach customers and creating a more personalized experience for them.

This study aims to evaluate current room inventory distribution strategies of mid‐segment hotels in India, identifying factors that influence the managerial decisions in selecting electronic distribution channel for their property.

A qualitative research methodology using structured interviews with senior level managers of five mid‐segment hotels in National Capital Region of India (NCR). Data collected were analysed to generalise the findings of this research.

Mid‐segment hotels in NCR rely on traditional distribution channels. Managers do not have sufficient knowledge about electronic distribution. There is a large gap between average room rate of mid‐segment hotels and higher‐level hotels. Demand during the period of study was higher and the trend for higher demand is likely to continue. Repeat business in mid‐segment hotels is nearly 70 percent.

The present high demand environment demands that the mid‐segment hotels look beyond their existing customer base and distribute inventory through multi‐channels including electronic distribution to achieve higher RevPAR, improved visibility and sustainable customer base for a longer period.

This research attempts to bring out factors that influence managerial decisions while selecting a distribution channel in the context of the Indian hospitality industry.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Restaurants face stiff competition irrespective of the market in which they operate. Digital marketing is a powerful tool for these restaurants to gain a competitive advantage.

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.