In 2015, the use of E-marketing by the hotel industry is spread widely, through a qualitative method, this thesis aimed to highlight the manner to use the E-marketing tools according to both theorists and hotels' managers. With a focus the six main E-marketing tools: the guest reviews, website design, online booking system, newsletter system, search engine optimization and online travel agencies. The theorists' opinions and point of views has been linked to the expertise of hotels managers in those domains. This research showed that the newsletter's efficiency was complex to evaluate because it was one of the numerous lever of sale but not the first one. Thereafter, the search engine optimization, often used in huge towns is not for the managers' of Trollhättan who preferred to use the natural referencing. Then, it showed that a clear and easy website design was the key to transform a simple visit to a booking. The online booking system was considered as the basis of the sales for hotels and the guest reviews as a stake for the hotels because it had a strong impact on the customer's decision of purchase and the bookings. Finally, the online travel agencies offered and permitted the same exposure for big brands as well as small brands by purposing the possibility to book online.

Nowadays being on internet is not an option for the hospitality, but during the planning of the E-marketing strategy some risks have to be taken into account. The research about the use of E-marketing tools has been ended by an interest for the high competitive market in which those managers had to deal in Trollhättan and the complexity of the tools used. First of all, the use of E-marketing tools was an important investment for every hotel. Then the competitiveness of Trollhättan leads the hotels in a race for the lowest prices which has been accentuated by the price competition set by the online travel agencies. After all, the guest reviews has been discovered as a threat for the competitiveness of the hotels if they were not taken into account. For future research, this thesis can be replicate because it contains all the information used for its fulfillment. As this domain is constantly changing, it can be interesting to update the information.