Digital Marketing for Tourism and Hospitality

This report highlights the digital marketing strategies for the tourism and hospitality sector, with a focus on Hilton Hotel in Australia. It includes a situational analysis, strategies for increasing profitability, and recommendations for effective use of digital marketing.

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Digital Marketing for Tourism and Hospitality
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Digital Marketing for Tourism and Hospitality 1
Task 3C: Executive Summary
The below described report is conducted on the digital marketing activities in the tourism and
hospitality sector. The analysis of the organization Hilton Hotel present in Australia is conducted
in the paper to inform about the digital marketing activities that the business should perform to
succeed in the business environment. Situational analysis for the hotel is conducted in the paper
to research about the environment in which the organization is conducting its business activities.
Further, strategies are detailed for organization to increase the level of profitability in the
environment. New and innovative digital marketing strategies for the hotel will help them to
attract more traffic through online platform as well. Lastly, recommendation are provided for
Hilton to earn more and make effective use of digital marketing strategies in the business
environment.

Digital Marketing for Tourism and Hospitality 2
Contents
Introduction......................................................................................................................................1
Opportunity......................................................................................................................................2
SWOT..........................................................................................................................................2
Internal Environment...................................................................................................................2
External Environment..................................................................................................................3
Strategy............................................................................................................................................4
Digital Marketing Strategies........................................................................................................4
Revenue Model Strategy..............................................................................................................5
Target Market Strategy................................................................................................................6
Position Strategy..........................................................................................................................6
Action..............................................................................................................................................7
Social Media Strategy..................................................................................................................7
Digital Marketing Mix.................................................................................................................7
Digital Matrix Evaluation............................................................................................................8
Conclusion and Recommendation...................................................................................................8
References......................................................................................................................................10

Digital Marketing for Tourism and Hospitality 3
Introduction
The purpose of this report is to highlight the reader regarding the details about the Hilton hotels
present in Australia. The report highlights information about the digital marketing
communication plan for the company Hilton Hotel present in Australia. Digital marketing has
become a crucial aspect in the growth and profitability of the business. Behind every great hotel,
successfully digital marketing strategies are initiated that focus on attracting clients for the hotel.
The tourism and hospitality industry is growing day by day due to which expectations of the
customers from the companies is also increasing. Digital marketing strategies present in the
business environment helps the organization to make use of innovative technology to attract
people present in different parts of the world. The report highlights the situational analysis of the
Hilton hotel Australia, along with the analysis of the digital marketing strategies implemented by
the company. The target market strategies, revenue model, positioning strategy etc. are discussed
in paper in respect of the Hilton hotel present in Australia (De Pelsmacker, Van Tilburg, &
Holthof, 2018). Further, more details about digital marketing matrix of Hilton, Australia is
discussed below:
Opportunity
SWOT
Strength: The biggest strength of the hotel is that it has built a strong culture among the
distributors of the organization that helps them to successfully promote the brand in the
international market. The organization also provides high level of satisfaction to the customers
that help them to initiate repeated sales in the target market (Shan, 2016).
Weakness: The weakness of the organization that there is presence of gap in the product range of
the company as there are not enough products and services that the organization can offer to the
customers in the target environment. The company also use the digital resources in a limited
manner that limits its growth as well.
Opportunities: Efficient use of online platform and digital market strategies can successfully help
the organization to attract more customers in the market and implement equality in services as

Digital Marketing for Tourism and Hospitality 4
well. In this way, the company can also increase the core competencies of the business. Online
platform will welcome several new customers for the business as well (Tucker, 2016).
Threats: change in the preference of the customers can affect the sales of the company.
Difference in expectations of the customers and the services delivered can reduce the sales of the
organization in the business environment. Short peak season and long lean season also acts as a
threat for the growth and profitability of the business.
Smart Goals and KPI: The SMART goal for the Hilton Hotel, Australia is to increase the sales of
the customers by 15% in the coming peak season of next six months.
The KPIs set for the organization are discussed below:
 Increase 5% sales through online medium
 Resolve customer queries more by 10%
 Increase market presence by 12% (Salindal, 2019)
Internal Environment
Considering the resource and capabilities analysis of the Hilton hotel, it should be noted that
adequate location and beautiful infrastructure helps the organization to attract customers in the
business environment. The infrastructure also helps in increasing the efficiency of the activities
of the business. The infrastructure helps in delivering the right type of services in the
environment. Based on the resource based view of the hotel, it should be noted that the company
should focus on improving the front office system so as to enhance the operations process. The
organization effectively makes use of human resource present in the environment to initiate
sales. IT strategies are also used in the business but there is scope for the business to utilize the
digital marketing activities for them (Patiar, 2016). The internal capabilities of the company
states that the business is low cost, reliable, fast and changeable according to current
environment and error free as well. These capabilities of the organization help them to be
competitive in the international environment. Further, it should be noted that the resource
available with the company could not be changed, so the business should initiate activities that
could help the hotel in attain digital marketing efficiency in the market. Currently, the business
does not hold adequate digital resources and capabilities to manage online sales. Thus, the hotel

Digital Marketing for Tourism and Hospitality 5
present in Australia should focus on improve the digital resources and capabilities in such a way
that sales is implemented by the mode of online platform (Reid, Johnston, & Patiar, 2017).
External Environment
Suppliers are the people who provide several products to the hotel with the help of which the
hotel provide adequate services to the customers in the environment. Interface hospitality, FCS,
Pride construction, Honeywell Securities etc. are some of the organization that supply goods and
services to the Hilton hotel in the market. The biggest competitors of the company in the external
environment are Marriot, Hyatt, Ritz Carlton hotel etc. All these hotel manage their chains in
different parts of the world. Customers of the Hilton hotel, Australia involve people present in
Australia and countries nearby. Main customers of the organization involve the people who visit
Australia on family vacation, secondary target customers of the organization involve the people
who visit the Australia for business trips (Patiar, & Mia, 2015). The primary target customers are
the major people who helps the business to attain profitability in the environment. Travel agents
and websites act as an intermediary for the organization. Website like Tripadvisor plans the
complete trip for the people and provides accommodation facilities at the Hilton hotel.
Further, it should be noted that currently the company is utilizing digital marketing strategies in
the international market but still there is more scope for the organization to use IT facilities to
attain sales and attract more customers as well (Nimri, Patiar, & Kensbock, 2017).
Strategy
Digital Marketing Strategies
Vision: the Hilton hotel, Australia should organize the digital marketing strategies with a vision
to capture the interest of the customers in a better way and attract them to implement sales for the
business. The organization aspire to provide services to the customers based on the expectations
of the customers present in the international market.
Below mentioned is the ways in which the business should use digital marketing to help Hilton,
Australia:

Digital Marketing for Tourism and Hospitality 6
The company should optimize mobile friendly website so that people can book room and get
access to other information about the hotel using their website only (Li, Wang, & Yu, 2015).
The company should maximize local SEO process for the business. Search Engine Optimization
helps the person in searching the information online to get better results. This process helps the
organization to attract the prospective people by providing them adequate information about the
products and services of the organization and align it with the interest with the customer as well.
This process will help the organization to maximize their customer base as well.
The company should effectively make use of social media platform to elaborate details about the
business activities of Hilton in Australia. The company should make use of Facebook, Instagram
etc. applications to analyse the prospective target market and let them details about the company
as well (Lam, & Law, 2019).
The company should prepare a video to attract the customers in the business environment. Video
presentation should detail about the functions that the organization offer to the customers in the
business environment. Video will help the customer to visualize the products and services that
the organization will offer to the customers. It will attract them to implement sales for the
organization in the business environment (Yang, Min, & Garza-Baker, 2019).
Revenue Model Strategy
Revenue model is a model that helps the business in generating revenue for the business in the
market. Revenue is the most important source for the business that helps in continuing the
business activities in competitive environment. The company attains revenue mainly through
offline sales in the environment. Now initiation of digital marketing strategies will help the
organization to implement online sales as well. Although, the organization make use
intermediaries and other local Australian websites to implement online sales but the introduction
of digital marketing techniques for Hilton will help the customers to implement sales through the
official portal of the hotel (Zheng, & Forgacs, 2017). Further, below mentioned are the revenue
management strategies for the Hilton hotel, Australia:
Sales can be implemented in the case only when the business adequately understands the concern
of the customers in the market. It is important for the organization to initiate online survey and

Digital Marketing for Tourism and Hospitality 7
marketing techniques so as understand the interest of customer and provide them services
accordingly.
Secondly, the company should analyse all the opportunities available in the market and how they
can help the business to initiate sales in the market. The company should make use of all the
offline and online segments present in the target market that can help them to implement sales.
Tripadvisor, Facebook, Instagram etc. platforms should be used by the organization to
implement sales. Online survey and feedback should be taken so as to analyse the interest of the
customers and their expectation from the organization (Casado-Díaz, Andreu, Beckmann, &
Miller, 2018). This type of information will help the organization to implement adequate
segmentation strategies for Hilton in Australia. Segmentation process will help the organization
to target right type of people who will implement sales for the business as well. The company
should make use of right pricing strategies in the environment so as to capture the interest of
premium clients as well as economic clients present in the market. Good pricing strategy will
subsequently increase the revenue for the business in the environment. The hotel should embrace
the SEO so as to attract more and more earning opportunities for the hotel. This proess will
subsequently the revenue management strategies in the environment. SEO will help the
organization to robust the revenue by improving the visibility of their website (Ryan, 2016).
Target Market Strategy
Segmentation and targeting refers to the process of identifying the right segment for the business
in the market that would prefer the services of the organization. The company should target the
people on the basis of geographic, demographic, psychographic and behaviour of the customers
for the brand. On the basis of geographic segmentation, the hotel should target people belonging
the worldwide market but their main target should be on the Australian people visiting different
locations in Australia. Further, on the basis of demographic segmentation, the company should
target people belonging to middle age and above as they are the people to majorly visit the hotel
for business tours or family trips (Bowie, Buttle, Brookes, & Mariussen, 2016). As Hilton is a
luxury hotel so they target premium clients present in the market. The organization offer luxury
services in the environment that usually attracts people belonging to upper-middle and upper
class. However, the company also aims to attract middle income level people by providing them
various offers and discounts in the environment. Further, on the basis of psychographic and

Digital Marketing for Tourism and Hospitality 8
behavioural segmentation, the company should target people who go on trips just to relax and
enjoy the ambience of the location in the environment. The company target ambitious people
who aim to express high status in the environment. Thus, on the basis of segmentation process,
the company should target people belonging to middle or upper middle age group. These are the
people who belong to high or upper middle income segment in the market (Lo, & Fang, 2018).
Position Strategy
As company provide premium-pricing strategy in the business environment so they aims to
position the brand at a place where the customers present in Australia believe that, the hotel
provide high quality services to the customers in the environment. The company aims to position
themselves at an upper quadrant in the positioning map. This type of strategy will help the
organization to create a mind-set in the eyes of the customers that the organization provides high
quality services to customers present in the target market. Luxury and lifestyle are the two
significant words that the organization wants the customers to think and believe of. The company
wants the customers to feel the warmth of hospitality in the business environment. The company
make use of tagline, ‘travel should take you places’ that explains that the business provide all the
verified services that gives them a pleasant experience from the location (Su, Reynolds, & Sun,
2015).
Action
Social Media Strategy
Social media strategy nowadays plays a crucial role in attracting the customers and retaining
them in the business environment. Social media is a platform where major target segment of the
company is present, so it is crucial for Hilton Hotel Australia to implement adequate strategies in
the market. The social media strategy will act as a major source for the organization to effective
attract and initiate sales for the company in Australian market. Under this process, the
organization should identify a differential style in which they should attract the customers in the
business environment. Differential style and expression will help the organization to create an
explicit brand image in the eyes of the customers. Secondly, the company should focus on three
aspects that are quality, shared value and utility for audience while deciding what to post on the
social media platform. The company post true content that signifies the brand image and attract

Digital Marketing for Tourism and Hospitality 9
the customers in the environment. The hotel is regularly post things on the website that is
different from the competitors in the market (Moro, & Rita, 2018).
Digital Marketing Mix
Product: the company should make use of integrated toolset for SEO and blogging to represent
diversified range of products and services that Hilton, Australia offer to the customers in the
marketplace. The hotel should also make use of email and lead intelligence tool to attract the
customers towards the products and services of hotel. The online website of the organization
should provide all the information about the brand and the information should be true and fair
(Hudson, Roth, Madden, & Hudson, 2015).
Price: price has always been an important consideration for the marketing. In the current digital
environment, the customers can easily compare the prices of two organizations while sitting at
home. So, it is important for the organization to be competitive in the external by initiating
differential and attractive marketing strategies in the environment (Sotiriadis, 2017).
Place: the digital marketing strategies of the company are implemented in the online platform.
The company should lay special focus on the Australian locations like Sydney, Victoria etc. to
present the digital marketing activities.
Promotion: PPC, email marketing, blogging, SEO, online PR etc. promotional tools should be
used by the organization to attract the customers.
People: the company should employ people in the business to handle the phone call, chats and
emails of the customers enquiring about the services of the organization (Leung, Bai, & Erdem,
2017).
Process: The hotel should sequence a webpage to display all the information about the hotel.
They should assign people in the business to answer to the emails and calls of the customers. The
digital marketing process of the business should be aligned with the actual business strategies of
the company.
Physical Evidence: The Company should also display the responses of the customers on the
website and social media platform of the organization so as to ensure the quality of service
provided by them (Xiang, Magnini, & Fesenmaier, 2015).

Digital Marketing for Tourism and Hospitality 10
Digital Matrix Evaluation
The hotel should make use of e-servqual model to analyse the efficiency of digital marketing
activities of the hotel. This model will help the organization in analysing the quality of the digital
marketing activities performed by the organization in the business environment. There are
different perspectives of quality prevailing in the environment so the e-servqual model will help
in analysing quality of services; this model includes five dimensions that are tangible, reliability,
responsiveness, assurance and authority. The online services of Hilton should offer all these
aspects to the customers in the business environment then only the services would be able to
attract customers and attain their level of satisfaction as well (Narangajavana Kaosiri, Callarisa
Fiol, Moliner Tena, Rodriguez Artola, & Sanchez Garcia, 2019).
Conclusion and Recommendation
Thus, in the limelight of above mentioned events, the fact should be noted that the paper
highlight details about the digital marketing strategies of the Hilton hotel in the Australian
market. The report evaluates situational analysis of the company including internal and external
environment of the organization. Further, analysis of the objectives of the hotel is conducted
along with the elaboration of strategies that the business should use to increase revenue in the
business environment. Lastly, digital marketing mix for Hilton is conducted to increase the
effectiveness of the activities. Furthermore, recommendations for the organization to increase its
productivity using digital marketing techniques are discussed below:
The company should contact famous online PR agencies to effectively implement the digital
marketing activities in the environment. Online PR agencies will help the organization to know
details about the prevailing digital marketing activities trends in the environment. On the basis of
such trends, the agency will guide the hotel to perform action that are expected by the customers
in the marketplace. Secondly, the business should regularly track the social media channel to
analyse the traffic on the website and attract more customers as well. In this way, the brand name
of the organization will circulate on the social media platform that will help the organization to
create effective positioning strategy as well. Lastly, it should be noted that the company should
make use of e-servqual model to analyse the drawbacks in the system and should use it as a
reference for future actions.

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Digital Marketing for Tourism and Hospitality 12
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