Digital Marketing Plan for Hilton Hotel

This report discusses the digital marketing plan for Hilton Hotel, focusing on its environmental analysis, comparing its digital presence with other hotels, and strategies for Facebook and Instagram. It also highlights the opportunities and threats present in the digital environment and provides insights into the impact of digital marketing on the hospitality industry.

Digital Marketing Plan

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Environmental analysis of Hilton digital presence along with opportunities or threats present.3
Compare and contrast the digital presence..................................................................................5
Digital marketing plan.................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Digital marketing is refers to the process of performing the marketing practices using
internet in order to interact with customer directly. It is a platform that support a business to
interact with its scattered customers throughout the world in order to offer them product or
services. The current report is about Hilton hotel which is a global brand offer hospitality related
services and headquartered in McLean, Virginia, U.S. It is based on scenario that Hilton hotel is
planning to work over its “First digital” program by focusing over two social media channels
such as Facebook and Instagram in order to increase its digital presence throughout the world
(De Pelsmacker, Van Tilburg and Holthof, 2018). This includes explanation regarding the
environmental analysis of Hilton digital presence along with opportunity or threat present in
environment. Additionally it also focuses toward comparing and contrasting about the several
tools, channel and platform used by hospitality organisations along with a digital marketing plan.
MAIN BODY
Environmental analysis of Hilton digital presence along with opportunities or threats present
With the increasing demand of market regarding digital practices the Hilton started
operating at digital platform in order to interact with its customers regularly and remain present
for them anytime and anywhere. As a result of which Hilton is maintaining around 1 billion
audience at digital platform and 250 million followers at social media sites. No it is planning to
work over “Digital First” programs where majority of operations would be performed at digital
platform. But to work over it Hilton is required to determine opportunities or threat present in
global environment, which can be performed using PESTLE analysis,
Political:- The government of UK perform more interventions within the practices
performed using digital platform which is a challenge for Hilton hotel as it require to meet with
all the standards fixed by government. Currently, Hilton has marked its digital presence in
market of UK while complying with the all the standards, but with the increasing expansion
these legislation may get missed by them that may influence its operations due to governmental
compliances (Chaffey and Smith, 2017). These interventions of government may also affect the
industry by restricting its player to grow over digital platform.
Economic:- The UK is consider as 5th largest economy in world which ensure
organisations to operate their business efficiently with economic support. The digital platform of

UK has earned around 3 billion USD dollar in year 2015 due to its strong presence in term of
streaming video ads, social media promotions etc. This is a biggest opportunity for Hilton UK as
it perform its digital operations in order to market its services and provide convenient customer
approach (Analyzing the Digital Media Industry in UK 2017-2020 - Research and Markets,
2017). So managing its operations effectively it can expand its digital presence. This will brings
positive impact over hospitality industry of UK by enhancing the revenue rate.
Social:- The digital age brings up huge impact over the society by making its more
dependent over the use of digital platform to perform their day-to-day activities, assessing
product or services and maintaining business which increases the popularity of social media
platform. This is a biggest opportunity for Hilton as it is planing to operate its campaign over
digital native platform Facebook, Instagram etc. which will support in getting more views and
subscription to the Hilton page with the help of word-of-moth publicity its experienced
customers perform by posting their feedbacks. It also bring positive impact over hospitality
sector by providing them a new channel to communicate and offer services to their customers
that help in broadening the scope.
Technological:- The London is consider as the hub of financial and technological
institutions which is a great opportunity for Hilton hotel for its “Digital First” campaign. As it
can hire external institutions or expertise to ensure execution of its digital operations effectively
that help in dealing with the competition present (Kingsnorth, 2019). This will enhance the
quality of digital operations by performing innovative practices which brings up positive
influence over hospitality sector by providing some other aspect of improving digital presence.
Legal:- As the digital marketing sometime results into misleading the people or
performing some intrude practices, the legislator institutions has imposed certain restrictions
toward the use of digital platform. These legislations are Data Protection Act 2018 which
involves certain guidance quoted under the General Data Protection Regulations, ICO guidance
etc. As Hilton operating its business operations at digital platform it is required to follow these
guidelines which is biggest challenge as failure in this may affect its market position and brand
image (Guide to the General Data Protection Regulation (GDPR), 2020). It has a great influence
of hospitality industry as complying of legislation help in ensuring ethical practices while
avoidance of these legislation may influence the trust of customer toward digital services that
may restrict the growth of industry.

Environmental:- Any positive influence to environment can boost up the social image of
an organisation and can make it more appealing to customers. Hilton hotel is planning to go for
“First digital” which will support them in reduction manual or paper work which help in
reducing wastage. On other side it also bring positive influence over industry by digitalising the
operations that help in reducing time and money, additionally also remove the waste that get
created with paper work.
Compare and contrast the digital presence
The hospitality industry is growing at a rapid pace due to technological development
which provided a new medium to promote and offer services. The digital platform is mainly used
by the hotels in order to communicate with its customers regarding the services it offer to them
(Kannan, 2017). There are several hotel that perform operations at digital platform such as
Hilton, Marriott, Four Season hotel etc. using several tool or platform and these hotels are
different in term of their operation (Social Media Strategy for Hotels: Why These Brands Rise
Above the Rest, 2020). The difference between these hotels are mentioned below:
Basis Hilton hotel Marriott The Four Season
hotel
Instagram The Instagram account
of Hilton is a kind of
newsroom which
represent all the
properties across the
globe under an
umbrella which plays
host to the milestone
celebration, special
kind of human centric
storytelling or glamour
shots.
Marriott is performing
well over Instagram by
having around 8000
likes and 40 comments
by answering the
questions asked by
audiences such as
things the Marriott
will perform while
their stay at the hotel
and services that they
will get.
This hotel always tries
to appeal to global
audience without
being much generic
and for this it run a
campaign leading to
Global Wellness
which showcased the
brand valued through
IG live photos and
videos describe about
the experiences of
customers.
Twitter Hilton also maintain The Marriott The Four Season hotel

its twitter account
where it use to share
reports over its latest
travel industry
software, business
articles or new brand
partnership that help in
providing interesting
take over the modern
travellers (Holliman
and Rowley, 2014).
internation hotel
maintain its loyalty
programs and for
maintaining better
relationship with their
customers always
ensure to retweet over
every post which their
guest share about their
experiences.
adopt a smart social
media marketing
strategy for its hotel as
it has around 268K
followers and it
manages to respond
over each and every
comment daily.
Facebook It has over 120000 like
on its Facebook page
as it use to share some
unique Facebook
videos over these
shared topic for
brining a cohesive feel
over its social media
package.
The Marriott hotel
manage around 3.6
million followers due
to its famous posts
which highlights new
villas and home rental
program along with
some videos.
The Four Season hotel
is using its Facebook
page since its
inception 2009 which
it uses to hire new
employees and
showcasing biggest
ticket items such as
wedding menus or
related services.
Digital marketing plan
The digital marketing plan refers to the document which involve set of action that Hilton
Hotel going to be undertake in order to perform its operation over digital platform (Rakić and
Rakić, 2014). The digital marketing plan of Hilton Hotel is mentioned below:
Company :-
Hilton is one among the most famous hospitality brand throughout the world which
maintain 12 portfolio brand, including 4100 hotels in 91 countries. With this the majority of
customers are present in several different locations of world which remains a challenges for

brand to manage a channel of communication with its customers. Therefore, brand want to
increase its presence at digital platform in order to achieve competitive edge.
Vision:-
Its vision is to develop a business with full of prosperity by remaining connected to all
stakeholders.
Mission:-
To develop a compelling digital presence over the social media platform and website
Objective:-
The main objective of Hilton Hotel is to drive the traffic, leads and profit to the hotel with
the help of increasing the online presence. But in order to achieve this Hilton hotel require to
work over SMART objectives that are specific, measurable, attainable, reliable and time bound.
These are mentioned below:
 To increased the web traffic by 20 percent within a year.
 To enhance the level of profitability by 15% within 6 months
Internal strengths:-
By performing the evaluation of Hilton hotel and comparing it with other hotel brands it
has been identified that its technical staffs are highly managed and controlled by the skilled staff
members. This is so because it maintain higher number of followers over Twitter account that are
managed due to its quick responses and positive interaction with its followers (Dodson, 2016).
This is consider to be a big strength as it will further support them in managing its Facebook and
Instagram account for its Digital First program.
External Opportunities:-
With the help of PESTLE analysis several opportunities are being identifies that are
present in the external environment which support in its growth and success. This includes the
economic growth of UK in term of digital marketing is relatively higher and majority of people
are operating social media sites in order to take get suggestion over taking particular product or
services. This is the biggest opportunity for Hilton hotel that it become able to enhance its digital
presence much effectively.
Strategies/channels:-

In order to enhance its digital presence the Hilton hotel must focuses toward adopting the
channels like Facebook and Instagram that are most widely used social media channels and
people mainly prefer to get suggestion over the hospitality service with the help of these channel.
Monitoring and controlling:-
But the success of project is not depend over creating the web pages over social medi
sites and promoting it rather it required to manage it on regular basis. For this the Hilton hotel
will hire the experience content writer that can present high quality content to attract customers
and existing technical staff will maintain other functions.
CONCLUSION
From the above mentioned information it can be summarised that digital platform has
now become the most essential part of every business in this digital age specially for hospitality
sector. This is so because the customer are more active digitally which require business to
maintain their presence at digital platform too in order to communicate with customers directly
regarding their need or want related with services as well as services they offer. This support
them in approach customer more quickly and at the same time saving the time or cost of the
company.

REFERENCES
Books & Journals
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72,
pp.47-55.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating strategic, targeted,
and measurable online campaigns. John Wiley & Sons.
Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers’
perceptions of best practice. Journal of research in interactive marketing.
Kannan, P. K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Rakić, B. and Rakić, M., 2014. Integrated marketing communications paradigm in digital
environment: The five pillars of integration. Megatrend revija, 11(1), pp.187-204.
Online
Analyzing the Digital Media Industry in UK 2017-2020 - Research and Markets. 2017. [Online]
Available through:
<https://www.businesswire.com/news/home/20170913006264/en/Analyzing-Digital-
Media-Industry-UK-2017-2020-->./
Guide to the General Data Protection Regulation (GDPR). 2020. [Online] Available through:
<https://ico.org.uk/for-organisations/guide-to-data-protection/guide-to-the-general-data-
protection-regulation-gdpr/>./
Social Media Strategy for Hotels: Why These Brands Rise Above the Rest. 2020. [Online]
Available through: <https://www.socialtables.com/blog/hotel-sales/social-media-
marketing-for-hotels/>./