Digital Marketing for Tourism and Hospitality

Running Head: Digital Marketing for Tourism and Hospitality
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