Digital Marketing Plan for Hilton Hotel

This report discusses the opportunities, challenges, and impact of digital marketing in the hospitality sector, specifically focusing on Hilton Hotel. It explores the digital platforms, channels, and tools used by Hilton and other organizations in the industry. The report also highlights the benefits and challenges of digital marketing in the hospitality industry.

DIGITAL MARKETING
PLAN

INTRODUCTION
Digital marketing is element of advertising that utilizes internet based advanced
technologies such as desktop computers, digital media and laptops sources to promote services
and products. The current report is based on Hilton hotel operating business in UK and all
around the world. Firm operate 586 hotels in UK effectively with skilled applicants. This study
justified situation, opportunities and impact of digital environment within hospitality industry
and also explain digital tools, channels & platforms used by various hospitality firms for
commercial purpose.
Furthermore, this study clarified digital marketing plan for organizing digital marketing
activities to helps firm of building multi channel abilities. It also analyses the methods of
measuring and monitoring digital marketing effectively.
LO 1
Opportunities, challenges and impact of digital environment within hospitality sector
Digital marketing is the key element of selling that utilizes online based digital
technologies such as mobile phone, digital media and desktop computers, also including display
advertising and any other digital source (Chaffey and Ellis-Chadwick, 2019). It has becomes one
of the most essential and leading buzzwords in last few years, it is wider term that includes all
marketing methods and channels organizations like Hilton hotel within hospitality sector used to
promote goods on electronic devices such as electronic billboards, TVs and mobile applications.
It has number of channels and these are divided into offline and online marketing channels.
Digital marketing landscape is constantly developing state of digital media & advertising
considering social media promotion, pay per click, influencer marketing, search engine selling
and optimization, video production, content and email advertisement. It refers to the collection of
man created spaces in digital world (Büyüközkan, Feyzioğlu and Havle, 2019). It includes
channels and tools that will be used in digital marketing. This area is keep changing over period,
some firms are unable to adopt these modified trends.
Drivers of digital marketing opportunities within hospitality sector-
Social media channels-
It is one of the most effective driver of digital marketing that enhance the power of Hilton
to present their services in wide area market (Verhoef and Bijmolt, 2019). This element is vital to
digital marketing practices, its free to come in field and acquire conversation going, but also

provide targeted promotional options to increase visibility of business operating under hospitality
industry. Social media channels is used by Hilton hotel when they promote their business at
Facebook (Husain, Ghufran and Chaubey, 2016). Firm used Twitter and Facebook as social
media channel to provide information about their services that generate traffic more than past
few years.
Search and display advertising-
Range of online marketing opportunities and different pricing structures are available that
strengthen digital marketing presence within hospitality sector. Some basic terminology under
this driver will help firms to chose which option is best aligned with their business objectives or
goals (Moe, 2016). Search and display advertising work in context of Hilton hotel, it is powerful
form of promotion because consumer who search on Google reveal a lot about their intent, when
they search. Marketing team have the ability to bid on keywords so that their advertisement show
up when number of people are looking for exactly sort of things they sell.
Websites-
Business websites is the third driver of digital marketing opportunities in above sector. It
is often one of the initial touch points consumers has with firm, whether it is landing page link
from direct search for site or paid ad. Hilton Hotel create their business website that help to
increased brand awareness, they can use it as marketing tool to gain attention of consumers.
Differences between offline and online marketing concepts-
Online marketing concept is quite different from offline, it includes SEO (social media
promotion, web hosting, boost social media posts and other online channels. On the other hand
offline concept consider strategies like using HR and putting hoardings (Fung, Dong and Lu,
2018). Online marketing can use by Hilton hotel through social media channels such as
Facebook and Twitter, along with this they can use offline marketing concepts with the help of
mouth promotion.
Benefits of digital marketing for hospitality firms-
It is beneficial for organizations working under hospitality sector since for so long, Hilton
gets benefits of digital marketing as it help to save cost of labour for promotional activities. It
offers substantial outcomes on small investments (Kim and Park, 2017). The another benefit of
this procedure for hospitality firms is that the information of performance of an ad will guide
Hilton on how to proceed further.

Various sectors use digital marketing in hospitality for different purpose-
Restaurants, hotels, bars and cafe are the different types of sectors within hospitality
industry, they all want to gain attention of consumers by adopting digital marketing concept. For
example, Hilton hotel used social media marketing in order to raise brand awareness, content
marketing and consumer engagement (Rajaguru, and Hassanli, 2018).
Opportunities of digital marketing-
Consumer insight is very important, digital marketing give an opportunity to company for
analysing data about their customers to better comprehend all of them, it helps Hilton hotel to
make their decisions in effective way about how, what and when to sell clients. These
judgements will outcomes in strategies and campaigns becoming more efficient and effective,
resulting in increased profit margin.
Understanding in developing good digital marketing activities is another essential point
relate to the opportunities of same (Liu, Perry and Gadzinski, 2019). With the help of gaining
knowledge regarding this procedure, it is easy to gain attention of consumer through using
different platforms and sources.
Rise of online consumer power, is the opportunity of digital marketing in hospitality
sector to perform effectively. People are using range of applications for shopping purpose that
saves time and money instead of purchasing offline. Internet and search engines power exploded
data available to people, they quickly learn about any services and products of interest as well as
understand its cons & pros.
Opportunities at Hilton hotel-
 In context of Hilton, digital marketing is one of most the easiest way to reach at target
market, by using digital marketing sources organization communicate to target
consumers in effective manner, by using internet channels for advertising firm quickly
approach to target number of their consumers.
 Global advertisement is one of the best and effective benefits of digital marketing for
Hilton hotel that allows firm to make advertisement globally and expand their existing
consumers reach on other nations across geographical boundaries.
Challenges and impacts of digital marketing-
Negative publicity and meeting guest-

In simple words, bad publicity negatively impact on sales and consumers base, it
damages long period success and growth of organizations in hospitality sector. It is one of the
biggest challenge of digital marketing experienced by firms in this industry. Negative marketing
face to face meeting with customers directly affects market share of business. For example,
When consumer give negative feedback about Hilton hotel services by using social media
platforms, it considered as negative marketing that happen online.
Customers experience of brand-
Most people give their reviews about products and services which they used and
purchased from specific brand on digital marketing platforms (da Motta Filho and Roto, 2018).
Negative comments and point of views, directly impact on business reputation while using
marketing tools. It is very important set good image in mind of guest and enhance their
experience level towards Hilton in effective manner.
Furthermore, digital marketing impact on company positively as it helps to increase
websites traffic more than before, firm will be able to easily and efficiently determine concerns
in timely manner.
Monitor and track multitude of varied devices used by guests-
It is difficult to track & monitor different devices used by people such as Smart phone,
computer and laptop, while making decision for purchasing things. Digital marketing is consists
of earned, paid and owned marketing. Owned encompasses all functions that help firm to have
full control over, it further split into first and secondary party info. By using email and push
notification techniques on marketing platform, company will easily monitor and track varied
devices used by its guest and collect data about email sent as well as push notification opened by
other. Mobile are used to purchase and take decision to buy products, consumers download range
of applications for shopping online (Natarajan, Balasubramanian and Kasilingam, 2017).
Growth of micro moments and its impact on hospitality industry-
Micro moments occurs when consumers reflexively turn to electronic device,
increasingly smartphone, to act on demand to learn something, discover, do, watch and buy
something. It is intent rich actions when decision are take and preferences shaped.
It impacts positively on Hilton within hospitality sector, provide greater insights into
decision-making and buyer behaviours in digital age. Optimizing for this action caters company
a benefits over competitors and speed up their guests buying journey (Bhushan, 2017).

LO 2
Digital platforms, channels and tools used by different hospitality organizations
Varied types of digital plat forms are available, that firms under hospitality industry used
in order to generate revenue and increase traffic. Social media, email, mobile application and
content marketing are the forms of digital platform. Affiliates, referrals, paid search and email,
are the most important digital marketing channels that also used by Hilton and other firms.
Digital marketing platforms are designed for organizations that comprehend importance
of breaking down structure and bringing channels and data together in that will be shared among
management of company (de Reuver, Sørensen and Basole, 2018).
Role of digital marketing communication in relation to 7Ps-
Product-
Here it exemplified to services or goods Hilton sells to their potential guests, to increase
up sales, they have to provide better quality of accommodation services and adequate data about
their specific products to target people. The management of organization is able to provide range
of deluxe rooms and bars facilities to its consumers. The rooms are designed with advanced
amenities and latest diligence. On the other hand, Marriott hotel rooms are well furnished with
air-conditioned facility. Rooms are the main products of Hilton hotel that they sell by using
marketing tools (Mohammadi, Saghaian and Alizadeh, 2017).
Place-
Way of delivering goods is considered as third P of marketing mix that recognized as
place. Hilton hotel is engaged in deluxe experience of offering luxurious services across the
world in 84 nations. They select their surrounding environment in well selected and effective
manner which adds to experience of potential consumers. Peace, beach sides, calmness around
place make desirable landing option for individual around. While Marriott, chose the place for
their business which is different from others. They have global presence that spread to 110
nations, all its hotels are established at prime destinations to keep their distinctive quality vital
parts of states. Hilton hotel manage their existing or new place of marketing mix elements by
making changes according to consumers perspectives (Andrews and Taylor, 2017).
Price-
Pricing strategies used by Hilton hotel is different from Marriott, they are using
skimming pricing strategy, it is opposite to penetration in way that services and goods are

provided by high price stages than competitors. The main reason for selecting this strategy
included desire to associate goods with exclusiveness and higher quality. Marriott hotel used
premium pricing strategy (Tang, Kim and Wang, 2019). Pricing work online, Hilton hotel while
advertising their services and goods mention prices that work effectively in order to gain
attention of consumers.
People-
Hilton hotel acquire skilled and talented applicants in their business, they hire local
people to promote their inclusive cultural environment at workplace (Albert, 2019). On the other
side, Marriott has workers working under their sales team that play important role in marketing
efforts, these employees are able to understand guests needs and serve accordingly.
Procedures-
Hilton hotel in context of digital marketing channels, provide all the information related
to business at websites, as it help people to take decision book rooms and compare prices
between service offered by them and other firms. Marriott also make assure that their info are
available at websites for people who are interested in visit. By using Facebook, Twitter and other
digital marketing channels firm provide info about services and other things related to their
business (Ferrell, Ferrell and Huggins, 2017).
Promotion-
It is one of the best and effective digital marketing tool, that gain attention of target
consumers and increase profitability. Its marketing team always up to date about unique and new
promotional techniques. Hilton used social media channel for advertisement purpose that
generate awareness of business within marketplace in effective manner. On the other side,
Marriott offers voucher, discounts offers and gifts under marketing as it helps to increase
consumers loyalty (Davari Farid and et.al., 2019).. .
Physical evidence-
Hilton to show their physical presence in market, can use billboard, it is one of the best
way to drive people towards business. The way of presenting their physical presence of Marriott
hotel is quite good, they used online websites that is user-friendly and permits guests to view its
service and products in better quality images taken from different angles (Simmet, 2018).
Customer life cycle stage of digital adoption-
Reach-

It is the first level of life cycle, it is point when company first make contact with their
potential guests while adopting digital platforms (Chaffey and Smith, 2017). This contact came
from Twitter and Facebook ad. For this stage to occur, Hilton will promote in places where
correct people will see their marketing content and become aware of its services (Frey, Xu and
Ilic, 2017).
Acquisition-
The aim of this stage is clear, firm sending people to their websites in desire of
converting them into potential clients. While adopting digital marketing tools or channels, it is
very essential to understand that most people come to websites with particular need in mind, so
Hilton had to help them in understanding how organization support them to meet those wants
(Sharma, 2018).
Conversion-
It is the stage where firm lead turn into paying guest, the best way to do this is to centring
on offering value and developing relationships by using digital marketing tools rather than
simply selling goods (Chaffey and Smith, 2017). Hilton hotel can use Facebook as digital
marketing tool that help to communicate with number of people at same time help to identify
their needs.
Retention-
After passing all three stages, finally firm will gain retention of its target market, now
they consistently update websites and other platforms with the latest information about products
in order to retain people with business for longer (Simões, 2016). Hilton hotel after making using
of Facebook retain people for longer by offering goods according to their needs and
requirements.
Loyalty-
After understanding the needs and promoting things accordingly firm will gain loyalty of
people in systematic manner. In simple words, comprehension guest life cycle and how to find as
well as keep loyal customers is important to ongoing success & growth of business in hospitality
industry (Ziliani, 2019). By comprehending and offering things according to requirement Hilton
hotel build loyal consumers and gain trust of people.
Growth of e-commerce and online booking-

Online booking programs is used by Hilton hotel and other companies for reservation
management (Kasper, 2019). It is one of the reason for which company feel pressure to adopt
digital marketing tools. The growth of online booking is increasing from last few eras, 148.3
million travel booking are accomplished online per year. With this tool, firm will make their
payments speed faster. Online booking systems gain people attention, it requires individual to
prepay for activities rentals.
Global e-commerce market will grow more than 20%, mobile adaptivity is the main
reason that increase web traffic more than before. It is one of the opportunity that Hilton will
gain in order to generate revenue as compare to their competitors.
LO 3
Organise digital marketing activities and build multi channel abilities in hospitality company
Digital marketing plan is important documents sharing details for all planning for Hilton
digital marketing activities (Mikkola, 2018). It details, among other things short and long term
business goals, strategies to achieve it at digital level.
Here, in context of Hilton hotel operating their business under hospitality industry, its
marketing plan is developed by using SOSTAC planning model.
This model is mostly used for business and specially marketing planning which is rated in
top three popular marketing models, it covers six key areas.
Situational analysis-
This is the first phase of implementing and developing digital marketing plan, in which
management setting out situational analysis. It caters an overview of Hilton hotel who they are,
what they do and how company interact and trade online by addressing external and internal
factors impacting business.
Male and female are current digital consumers of company, they use social media
platform for getting more information about hotel.
SWOT analysis-
Strength-
Good consumer services and skilled labour who are able to support while gaining
competitive advantages is the strength of Hilton hotel. Firm comprises 13 brands including well
reputed brands such a Hilton resorts and Hotels, Double tree, Waldorf and others. They served
more than 150 millions people in more than 100 nations.

Weakness-
High level of debt is one of the weak point of Hilton hotel that affect its overall business
growth and success within marketplace. It had debt of 5 billion including 726 million of non
recourse debt.
Opportunity-
Development of multi channel platforms is one of the best opportunity for Hilton hotel
that they can use to gain attention of its new target market. It offers firm more sales avenues
which means visibility of their brand becomes significantly improved together with scope of
exploring broad array of market areas.
Threat-
Digital hardware landscape posses threat for Hilton hotel, it creates challenge for firm to
compete with this. Team of digital marketing within business will work very hard to assure their
marketing plan are compliant with rules.
Objectives-
Digital marketing plan framework focused on objective of Hilton hotel, after conducting
situational analysis which provide overview for company. It's time to set objectives, that will
achieve by applying relevant tactics or strategies (Thonnard, 2019).
The objective of hotel is to gain attention of consumers, increase market share and
generate awareness of its services rather than before. The another objective of company is to
build multi channel capabilities in business.
Strategy-
Strategies means how do firm plan to obtain there in terms of fulfilling objectives, this
section identifies which segments of market hotel aim to target with their digital marketing plan.
To increase consumer base by gaining attention of people, Hilton hotel can use digital marketing
tools (Rimal, 2019). It also helps to increase profit margin and generate revenue as compare to
past few years that is quite beneficial for firm. Programmatic advertising strategy is one of the
best way used to automate purchase of media from offline and online channels. In simple words,
ads are displayed and purchased automatically based on data.
Two of the biggest benefits of using this system is that company can reduce time they
spend finding better networks to advertise, secondly they can gain access to plethora of
information that most of these firms within hospitality sector have access to (Harris, 2019).

Furthermore, Hilton hotel can use social media marketing tools to generate awareness of
brand within chose market place that help to reach at target consumers effectively.
Tactics-
This stage covers specific tools or techniques of digital mix that Hilton hotel can use to
realize objectives of firm for digital marketing plan (Adolphs and et.al., 2018). To help to
achieve objective set, company can use 7Ps of marketing mix.
Product-
Hilton hotel offer the best accommodation services to its target market, it classified as
full service. Range of facilities is extensive, includes wedding, special event and wedding
services that help to gain attention of people. They also offer F&B services, gift shops, lounges
and retail facilities.
Price-
Hilton hotel can use premium pricing strategy that is beneficial for them it includes
charging high level of prices for services or goods that are perceived to have excellent quality
and features. Firm use this premium pricing because it helps to producing and increasing high
profit margin (Dwivedi, Nayeem and Murshed, 2018).
Place-
Ultimate aim of distribution strategy for Hilton hotel specified as making available
products and services to consumers where, how and when they prefer them (Maria and et.al.,
2018). This strategy of company relies on information technology in different formats. They can
create official websites of business servers as effective platform for service distribution. It helps
to supplied with broad range of capabilities and features providing practical assistance to
consumers such as planning wedding and booking a room according to choice.
Promotion-
Hilton is well-known brand in hospitality sector which select the unique promotional and
marketing activities to help business stand out of crowd and generate traffic (Han, 2019). They
can offer exclusive membership to consumers that gain its attention towards them.
People-
The reputation of Hilton hotel is rests in hand of their workers, they hire skilled
applicants who are able to serve its best services to target customers in effective manner.

Employees delivered their best services to its consumers in effective way, they believe to serve
their best (Njei, 2018).
Process-
It includes in offering services to people and behaviour of those included is critical in
assuring goods success. Hilton hotel implement new systems that help to consistently informed
people about room booking and reduce waiting times that gain attention of consumers more than
competitors (Carter and et.al, 2019).
Physical evidence-
Before service is experienced by guests, it first has to be delivered. It means that
procedure of selecting to use of service will be perceived as risky since one is purchasing
something that is intangible. Billboards and holding shows physical presence of Hilton hotel
within market place, that drive active holiday seekers towards them (Tajuddin, Amalina and
Zulkepli, 2019). Physical evidence shows the presence of company and gain attention of
consumers.
Action-
After considering all above stages in digital marketing plan, know Hilton hotel take
action to achieve their objectives, they must use social media tools along with email marketing as
well. Firm hire knowledgeable applicants who are able to operate digital marketing tools and
enhance abilities to drive people towards purchasing services.
Control-
To identify the performance after making and implementing plan, KPI will use that is
helps to gain overall outcomes for success of digital marketing plan. By developing the websites
firm can maintain keen eye for conversation based design for its digital presence with cutting
edge websites system.
LO 4
Key methods of measuring and monitoring digital marketing effectively
KPI stand for key performance indicator, it is one of they best approach that Hilton hotel
can use to measure the effectiveness of its marketing plan (Dhillon, Torkzadeh and Chang,
2018). It simple term it is way of measuring how well entire company within hospitality sector
are performing. It is measurable value that demonstrate how effectively hotel is achieving its
business objectives by implementing digital marketing plan. Most firm use KPI as at different

level to measure their success at reaching target market. Extreme level method focus on overall
preferences of firm, while low level centre on procedures in departments such as marketing,
support, sales, human resource and finance. It a way of measuring and monitoring effectiveness
of company and its growth towards achieving their goals. One of the most essential aspect of
KPI is that they are in form of communication, it abides by best practices and same rules as any
other type of communication. Succinct relevant and clear information is more likely to be acted
and absorbed upon.
Checking in on KPIs consistently is important to maintain and develop own. Setting this
method or tool for company usually happens during strategic planning stage, whether
organization does that yearly or even more frequently (Siau and et.al., 2018). KPI is developed
for different commercial purpose such as it is used to deal with problems or issues surrounding
tracking, reporting and analysing on key performance indicators. Enabling energy and time to be
channelled ultimately and strategically improving performance. It helps to provide many benefits
in context of Hilton hotel marketing plan. With this method company is able to get right data at
right time that allow manager to make better decision for betterment faster. It helps firm to know
whether its business is moving backward or forward. The use of them will accessible in decision
taking process and support to drive forward progress of company. The advantage of this method
is that it help to clarify current business performance and position expectations, provide a point
of reference for making past or future comparison. It also supports throughout outline
significance aspects fr attention within company, it enables consistent method to achieve
business aims and also engage workers with firm objectives.
Along with this, there are different types of techniques and methods available used by
firm in order to monitor, measure and evaluate digital marketing effectiveness as compare to its
competitors.
Google's analytics is the best analytics platform that Hilton can use for web analytics on
internet and with good purpose (Muriana, Piazza and Vizzini, 2016). It is premium paid service
designed for commercial purpose or companies who need a little more out of their web analytics.
This tool makes it highly easy to report and monitor on bounce rates, page viewers, conversation
and consumer segmentation, all the basic metrics that represent whether digital marketing
activities is running out of line. It offers same amount of functionalities when compared with
other paying tools, it allows management to find out how its visitors locate business website.

During initial optimization marketing, quantity of keywords will be close to nothing. Google's
analytics is able to determine which links and pages Hilton visitors click the most. With this tool,
hotel management have the ability to know which are the most famous links or web page and
measure whether its optimization plan is guiding people to right pages.
With this, organization will have the ability to know what number of new people that
company search engine optimization marketing bring. Management will segment their analytic
outcome by returning or new visitors, referral sources and topography. Furthermore, with this
analytic study, firm will have capacity to fine tune their websites and do another copywriting on
any web page that is not changing over well. At last, it can bring them greater quality things and
in this way increasing more consumers in near future (Kibe, Ogutu and Ojwach, 2019). With
this platform, other than gathering data about traffic from Google, Hilton hotel also be able to
gather data traffic from Yahoo and MSN, they can search results with respect to its sites and also
use it to strengthen positions on search platform.
Online metrics is another source of knowledge for marketers looking to identify the
effectiveness of their digital marketing plan. Hilton hotel can use unique visitors traffic as online
metrics, this essential measure tells firm how many people are coming to their websites in
specify time frame. An upwards trend in this field will indicate that organization providing
content that is valuable and precious to its target consumers and shows that company marketing
plan are successful.
Recommendation-
 After analysing the above digital marketing plan, to measure its effectiveness Hilton hotel
recommended adopting KPIs, because is helps to measure overall success and growth of
business and making adjustments needed to make plan more successful.
 The most essential part of this method is their utility, once company outlined its
usefulness, they cannot hesitate to toss it and get begin on new ones that better align with
underling objectives of business.
 Hotel must used this method because it also helps to determine inefficiencies within
company or its digital marketing plan.
 There are so many ways will used to measure and monitor performance, company must
use Bounce vote, the help to understand the opinion of other and perspectives regarding
digital marketing plan.

CONCLUSION
From above analysis, it has been concluded that Hilton hotel management develop digital
marketing plan that help to improve their abilities of managing multi digital abilities. With this
plan company is able to gain attention of its new target market as well as existing guests. By
taking right action, firm effectively overcome challenges and gain opportunities of digital
environment that increase its profit margin rather than before. They use KPI and other online
metrics tools that help to measure effectiveness of plan and identify any problem that is solved
effectively.

REFERENCES
Book and Journals

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The seven best tools for measuring the success of your digital marketing plan. 2019. [Online].
Available through:<https://blog.splitpixel.co.uk/seven-best-tools-measuring-success-
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