Digital Marketing Strategies for Marriott Hotel: Impact on Growth and Profitability
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This report evaluates the concept of digital marketing and its impact on Marriott Hotel's growth and profitability. It includes a critical literature review, research methodology, analysis and findings, and recommendations for overcoming challenges and gaining competitive advantage.
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Table of Contents Abstract 150...............................................................................................................................2 Chapter 1: Introduction..............................................................................................................4 Research background.............................................................................................................4 Research Aims and Objectives...............................................................................................4 Research questions.................................................................................................................4 Research rationale and scope.................................................................................................4 Chapter Preview.....................................................................................................................5 Chapter 2: Critical Literature Review 1000...............................................................................7 Chapter 3: Research Methodology.............................................................................................8 Chapter 4: Analysis and Findings 1100...................................................................................10 Chapter 5: A Critical Appraisal, Recommendations & Suggestions for Further Work 400....11 Chapter 6: Conclusions 150.....................................................................................................12 Own Performance Reflection on the Research Process 200....................................................12 References................................................................................................................................13
Chapter 1: Introduction Research background Digital marketing strategies are more effective and crucial for ensure the competitive advantageformanageadvantageofthebusinessventure.Theincreaseduseofthe commercial background is basically helpful for the growth in hospitality sectors to make tri- city to manage the growth of different conceptual data. The need to make accessibility to make transportation, healthcare and different university to manage the destination process in business activities. Digital marketing is used to evaluate the plan for managing digital media for the growth and make effective interaction for different channels (Dabas, Sharma and Manaktola, 2021). This report include the study of Marriott hotel and their new strategies of digital marketing and its impact on the expansion or growth of the hotel. Research Aims and Objectives Aim: The aim of the current study is, “To evaluate the concept of digital marketing along with analysing its impact upon expansion and growth of a hotel”. A research work on Marriott hotel. Objectives: To evaluate about the concept of digital marketing along with its key benefits and drawbacks. To analyses the impact of digital marketing on the overall profitability and growth ofMarriotthotel. To investigate best possible strategies through which theMarriottHotel can overcome the challenges of implementing digital marketing as to ensure more competitive advantage in industry. Research questions Whatistheconceptofdigitalmarketingalongwithitskeybenefitsand drawbacks? What isthe impact of digital marketing on the overall profitability and growth of Marriotthotel? Whichare the best possible strategies through which theMarriottHotel can overcome the challenges of implementing digital marketing as to ensure more competitive advantage in industry?
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Research rationale and scope The reason for choosing research objective is to explore the growth for considering wide range of applicable data related to digital media platform. In the context of this study, researcher is able to gain personal and professional ability to make significant growth. In the management of personal context, researcher is able to gain communication, research aptitude and presentation skills. That helps further completion of research and being able to introduce wide range of career opportunities into the market (Ilyas and et.al., 2021). Whereas, in the context of professional interest, researcher is able to analyse the concept of digital marketing and its impact on the expansion of the company in more effective ways. This will be helpful for managing and introducing the wide range of future avability in an effective and appropriate concepts. Chapter Preview Chapter 1: Introduction This chapter includes the basic details on the chosen topic concepts and its aim and objectives which are needed to be accomplish during the project. Furthermore, research rationale and research questions are identify for answering the primary and secondary research will be accomplished. Chapter 2: Literature review This chapter highlights the main objectives and will complete the secondary research methods in more effective and appropriate ways. This chapter highlight about the conceptual dataandprovidethesignificantgrowthin analysingaboutthetopicandgainmore information which have analysed by different authors. Chapter 3: Research Methodology This chapter will highlights about the different stages of research methodology framework that the researcher use to determine and complete the research study in more effective ways. These will be helpful for considering wide range of applicable data and manage the sources in an effective manner. Chapter 4: Analysis and Findings This chapter include about the main primary data and its charts which highlight the research outcome to the readers. This chapter shown the primary research of the study and complete on the basis of questionnaire (Zharova and et.al., 2021).
Chapter 5: A Critical Appraisal This chapter includes the overall summary, recommendation and further implication of the study in an effective and appropriate manner. It will highlights about the recommendation which researcher will be given to the respective hotel as per their analysis and primary and secondary research outcomes. Chapter 6: Conclusions This is the final conclusion of the research study that include the overall conclusion and research objectives of the report. This chapter include a self-reflection of the researcher that includes the major skills development and issues which researcher will faced during the completion of research process.
Chapter 2: Critical Literature Review 1000 What isthe concept of digital marketing along with its key benefits and drawbacks? As per the view of George (2021), Digital marketing makes use of make internet and make various for managing online based different technologies for the growth of representing the brands. The development of digital marketing has majorly reported for considering wide range of applicability in an effective and appropriate ways. In the competitive environment of the hotel industry, it is analysed that this concepts give wide range of benefits to get an access to the mass market and work on the affordable prices. It is further noted that the use of different sources are analysed to complete working and achieve inseparable components of the technology department in an effective and appropriate ways. The use of digital marketing is used to analyse and manage the concepts for complete working in more effective ways and identify the range of their customers in more effective and appropriate ways. The advantage of the digital marketing is it helps in analysing and managing the brand development process, personalization the products for target audience. Another advantage is widening reach to work and achieve high quality in more effective ways to complete the process for managing wide range of advantages to gain for considering growth in market. It further provide significant lowering the cost and achieve efficient nature for the hotel industries as it will help the hotel to complete working and achieve advertisement in different conceptual data. Whereas,atthesametimetheuseofdigitalmarketinghavesomemassive disadvantages for the company to complete the working. These challenges are related to analyse and work different data that helps in analysing the role and disadvantages of the hotel. Furthermore, hotel industries are highly dependent on the technologies and it is time consuming process for the hotel industries. What isthe impact of digital marketing on the overall profitability and growth ofMarriott hotel? As per the view point of () it is analysed that introduction of digital marketing has madehotelindustryaboomingsectorinthehospitalitybusiness.Withthegrowing significance of digital marketing tools and platforms, the industry has started achieving double the return on investment than it used to achieve earlier. It has became a very important tool to advertise their services to the audience both nationally and internationally. In context to Marriott hotel, the company has expanded its scope of dimensions and increased their reach and enlarged the web for the organisation. It has taken advantage of online marketing to positionitselfandenhanceditsreputationworldwideindicatingimmensegrowthand
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development of the hotel. Social media has significantly increased the number of online reservations through its ease and convenience which has widened the magnitude of their business operations. The profitability margins are rapidly increasing with the usage of digital and social media marketing. The hotel also attracts a large number of travellers by online promotions and appealing ambience which looks more impressive when presented digitally to the audience. The google is obviously a major platform when it comes to promote your brand digitally. With the introduction of hotel ads feature by google, the process of knowing information about the hotel has became very easygoing and convenient. This feature give a brief insight about the hotels like price, ratings, availability and other such data. Marriott hotel also enjoys advantage of content marketing to stimulate their profitability and is expanding the scope of its marketing. People having great experience often share their reviews on Facebook and google which helps in boosting their brand value and attracts a very large audience. The hotel has strongly gained attention of travellers, bloggers and influencers etc. by promoting its presence digitally. Itexpanded their business operations which has immensely generated more revenues showing a remarkable impact growth and development of the organisation. Whichare the best possible strategies through which theMarriottHotel can overcome the challenges of implementing digital marketing as to ensure more competitive advantage in industry? As per the perspective of MISTRY, (2021) in this era of digital world, companies face a lot of digital marketing challenges. Hotels need to successfully tackle all the social marketing challenges to stay competitive in the marketsin order to attract more number of guests. There are so many problems which Marriott hotel has to encounter such as creating the quality content. Hotel website showcaseswhat all unique services they provide which others don't. To stand apart, Marriott hotel has to share love stories and memorable experiences of the gueststo keep them engaged in order to connect them with business brand. To attract more number of customers they can use good quality pictures and videos as well as, all the relevant information should be clearly stated on the front page. A responsive website will win the customers trust and will help them to get their queries resolved. Additionally, it is important to track and measure the performance on regular basis. This digital marketing helps the organisation to analyse the data and measure the performance. This will be ultimately helpful for the organisation to make decisions in future regarding what keeps audience engaged whether its a good picture or videos. A good marketing strategy will
save the time, expand the horizons, engage more customers in order to generate more revenue. As there is another major challenge which hotels face is changing marketing trends, to resolve all such issues they have to consistently conduct marketing research to keep them updated. Moreover, changes in guest expectation has become a challenge for the business, for instance, free Wi-Fi, entertainment, memorable stay experience and many more. Therefore, they have to keep themselves updated of the latest hotel industry trends to serve guests better than competitors.
Chapter 3: Research Methodology This chapter highlights the stages of the company and provide the significant growth in market and analyse about the conceptual data and background for the completion of this chapter. Here, researcher opted research onion framework which was presented by Saunders et.al., (2012). Its stages are evaluate below: Research Philosophy:This stage refers to the set of principles which are related to concerning the worldview and make a stance for conducting the research. Here are different stages which are chosen by different researchers such as, ontology, epistemology and axiology. In this study, researcher choose philosophical approaches which include positivism and interpretivism approach. For the completion of research positivism philosophy is used as it is related to scientific research and result and work on the basis of desired objectives (Bautista-Puig, Moreno Lorente and Sanz-Casado, 2021). This philosophy is very effective and helpful for the completion of the study and achieve high amount of stages that helps in contain different conceptual data. Research approaches: This will includes the two main approaches that include the deductive and inductive approach. The main approaches are related to work and make different concepts and achieve different methods. Both research approaches are very effective and appropriate for completing research on time with less costs. Here, researcher adopt the deductive approach for completing this present study that helps in conducting methods and provide significant growth in completing methods with quantitative research methods. Research strategy: There are different strategy which are needed to be strategies by researcher to devise the method and complete the study. There are different strategy which can be adopted by the researcher in an effective and appropriate ways. Some of them are related to action research, experimental methods, interview, survey and case study analysis. In this present study researcher opted survey method which is effective and helpful for conducting research in an effective ways (Hughes and Barlo, 2021). The main reason for choosing this method to take information for effective sampling size and data from large number of population to draw the valid conclusion. Research choices:The two form of choices are used and collect for completing the research. Quantitative and qualitative form of research can be choose by researcher for conclude a valid outcome. In order to conduct the present study, researcher opted quantitative research method as it helps in analysing the data and collect that in more numerical value. That helps
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in conducting data and provide wide range of applicability in an effective and approximate ways. With the use of quantitative methods, researcher is used to conduct the research methods and collect the facts in more effective and attractive manner. Data collection and analysis: There are two form of data are used which for managing data and collect data in systematic manner. To conduct the present study, researcher adopt the primary and secondary methods. For the completion, of research primary research methods are needed to complete questionnaire, to acquire first-hand information to collect the integrated from of sources (Kuznetsova, 2021). Whereas, for the completion of secondary data to conduct the helps of literature review for conducting data in more systematic ways. It will be more effective ways for managing to complete systematic growth for provide systematic growth. Time horizon: It is basically refers to time frame for conducting research for completing to work in different sectors. With the help of two methods which are based on the time horizons and namely cross-sectional and longitudinal process (Pistoni, Vaughn and Pozzi, 2021). In the present study, cross-sectional data is used to make observations for managing to time frame for completing most of the surveys. This method helps in conducting data to work and achieve growth, wide variable for managing several months. Sampling: This is the most effective statistical process for helps in conducting the investing with helps in managing sample size for larger to control the populations. In the terms of present research for understand to make random sampling methods. The chosen random size for considering 30 respondents who are the employees of Marriott. Primary and secondary reason for selecting employees to collect the data in more effective source of questionnaire to collect data. Research ethics:In order to conduct the source in more effective and ethical way in an effective investigator to make sure for managing every participants for managing offered the growth of equal chances and data will be collected in an effective manner. With the help of research ethical form to conduct information for managing data or collected to manage ethical ways (Lexander and Androutsopoulos, 2021). It is one of the effective process to make unethical practices for managing wide range of research in an effective manner. Questionnaire: Q1.DoyouhaveknowledgeaboutconceptofdigitalFrequency
marketing? a)Yes25 b)No5 Q2. What are the benefits gained by Marriott hotels in using digital marketing? Frequency a)Increase in customer base level7 b)Improvement in brand image8 c)Effective communication with customers7 d)High performance and productivity8 Q3.Asperyourviewpoint,isdigitalmarketinghelp company in expansion and growth of Marriott hotel? Frequency a)Yes26 b)No4 Q4.Whatistheimpactofdigitalmarketingonthe productivity and profitability of Marriott hotel? Frequency a)Positive impact20 b)Negative impact6 c)Neutral4 Q5. What are the digital marketing strategies used by hotels to attain growth at marketplace? Frequency a)Development of SEOs9 b)E-mail marketing5 c)Using chatbots8 d)Online brand partnerships8 Q6. As per your view point, is above mentioned strategies allow Marriott hotel to achieve competitive advantage? Frequency a)Yes27 b)No3 Q7. What are the challenges faced by Marriott hotel due to implementing digital marketing strategies? Frequency a)To optimize marketing budgets6 b)To drive relevant traffic to website9 c)To develop effective and relevant content for target8
audience d)To keep with the changing trends7 Q8. According to you, is above digital marketing challenges influence on brand image of Marriott hotels? Frequency a)Yes24 b)No6 Q9. What are the strategies developed by Marriott hotels to overcomewiththechallengesofimplementingdigital marketing and to ensure competitive edge over rivals? Frequency a)Development of qualitative content8 b)Tracking and monitoring of performance6 c)Conduct market research6 d)Ensure effective communication with customers10
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Chapter 4: Analysis and Findings 1100 Q1.Doyouhaveknowledgeaboutconceptofdigital marketing? Frequency a)Yes25 b)No5 25 5 a)Yesb)No Interpretation:By analysing the above graph, it is interpreted that that out of total 30 respondents, 25 participants have knowledge about digital marketing whereas the remaining 5 respondents have no knowledge about it. It is important for company to ensure that all of its staff members have knowledge about it as it help in attaining higher growth and success at marketplace. Also, it help company to attain competitive advantage over its rivals. Q2. What are the benefits gained by Marriott hotels in using digital marketing? Frequency a)Increase in customer base level7 b)Improvement in brand image8 c)Effective communication with customers7 d)High performance and productivity8
7 8 7 8 a)Increaseincustomerbaselevel b)Improvementinbrandimage c)Effectivecommunicationwithcustomers d)Highperformanceandproductivity Interpretation:By analysing the above graph, it is interpreted that there are various benefits achieved by respective organisation due to digital marketing. Increase in customer base level and improvement in brand image is the advantage which is perceived by 7 and 8 participants respectively. In addition to this, effective communication with customers and high performance as well as productivity is also the benefit attained by company which is said by 7 and 8 participants respectively. All such benefits ensure an organisation in attainment of competitive edge at marketplace and to expand business in an effective manner. Q3.Asperyourviewpoint,isdigitalmarketinghelp company in expansion and growth of Marriott hotel? Frequency a)Yes26 b)No4 Interpretation: Q4.Whatistheimpactofdigitalmarketingonthe productivity and profitability of Marriott hotel? Frequency a)Positive impact20 b)Negative impact6 c)Neutral4 Interpretation:
Q5. What are the digital marketing strategies used by hotels to attain growth at marketplace? Frequency a)Development of SEOs9 b)E-mail marketing5 c)Using chatbots8 d)Online brand partnerships8 Interpretation: Q6. As per your view point, is above mentioned strategies allow Marriott hotel to achieve competitive advantage? Frequency a)Yes27 b)No3 Interpretation: Q7. What are the challenges faced by Marriott hotel due to implementing digital marketing strategies? Frequency a)To optimize marketing budgets6 b)To drive relevant traffic to website9 c)To develop effective and relevant content for target audience 8 d)To keep with the changing trends7 Interpretation: Q8. According to you, is above digital marketing challenges influence on brand image of Marriott hotels? Frequency a)Yes24 b)No6
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Interpretation: Q9. What are the strategies developed by Marriott hotels to overcomewiththechallengesofimplementingdigital marketing and to ensure competitive edge over rivals? Frequency a)Development of qualitative content8 b)Tracking and monitoring of performance6 c)Conduct market research6 d)Ensure effective communication with customers10 Interpretation:
Chapter 5: A Critical Appraisal, Recommendations & Suggestions for Further Work 400
Chapter 6: Conclusions 150 Own Performance Reflection on the Research Process 200 Reflection on stages of the research process and contribution to achievement of personal, professional, and career aspirations.
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APPENDIX 1 Questionnaire: Q1. Do you have knowledge about concept of digital marketing? c)Yes d)No Q2. What are the benefits gained by Marriott hotels in using digital marketing? e)Increase in customer base level f)Improvement in brand image g)Effective communication with customers h)High performance and productivity Q3. As per your view point, is digital marketing help company in expansion and growth of Marriott hotel? c)Yes d)No Q4. What is the impact of digital marketing on the productivity and profitability of Marriott hotel? d)Positive impact e)Negative impact f)Neutral Q5.Whatarethedigitalmarketingstrategiesusedbyhotelstoattaingrowthat marketplace? e)Development of SEOs f)E-mail marketing g)Using chatbots h)Online brand partnerships Q6. As per your view point, is above mentioned strategies allow Marriott hotel to achieve competitive advantage? c)Yes d)No Q7. What are the challenges faced by Marriott hotel due toimplementing digital marketing strategies? e)To optimize marketing budgets
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f)To drive relevant traffic to website g)To develop effective and relevant content for target audience h)To keep with the changing trends Q8. According to you, is above digital marketing challenges influence on brand image of Marriott hotels? c)Yes d)No Q9. What are the strategies developed by Marriott hotels to overcome with thechallenges of implementing digital marketing and to ensure competitive edge over rivals? e)Development of qualitative content f)Tracking and monitoring of performance g)Conduct market research h)Ensure effective communication with customers Q10. Provide some recommendations to the higher authorities of Marriott hotel to deal with the challenges faced while executing digital marketing strategies?