Digital Marketing Strategies for Marriott Hotel: Impact on Growth and Profitability

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.

Research Methods &
Project Report

Abstract 150

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
advantage for manage advantage of the business venture. The increased use of the
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
of Marriott hotel.
 To investigate best possible strategies through which the Marriott Hotel can
overcome the challenges of implementing digital marketing as to ensure more
competitive advantage in industry.
Research questions
 What is the concept of digital marketing along with its key benefits and
drawbacks?
 What is the impact of digital marketing on the overall profitability and growth of
Marriott hotel?
 Which are the best possible strategies through which the Marriott Hotel can
overcome the challenges of implementing digital marketing as to ensure more
competitive advantage in industry?

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
data and provide the significant growth in analysing about the topic and gain more
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 is the 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, at the same time the use of digital marketing have some massive
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 is the impact of digital marketing on the overall profitability and growth of Marriott
hotel?
As per the view point of () it is analysed that introduction of digital marketing has
made hotel industry a booming sector in the hospitality business. With the growing
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
position itself and enhanced its reputation worldwide indicating immense growth and

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. It expanded their business operations which has
immensely generated more revenues showing a remarkable impact growth and development
of the organisation.
Which are the best possible strategies through which the Marriott Hotel 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 markets in 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 showcases what all unique services they provide which
others don't. To stand apart, Marriott hotel has to share love stories and memorable
experiences of the guests to 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

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. Do you have knowledge about concept of digital Frequency

marketing?
a) Yes 25
b) No 5
Q2. What are the benefits gained by Marriott hotels in using
digital marketing?
Frequency
a) Increase in customer base level 7
b) Improvement in brand image 8
c) Effective communication with customers 7
d) High performance and productivity 8
Q3. As per your view point, is digital marketing help
company in expansion and growth of Marriott hotel?
Frequency
a) Yes 26
b) No 4
Q4. What is the impact of digital marketing on the
productivity and profitability of Marriott hotel?
Frequency
a) Positive impact 20
b) Negative impact 6
c) Neutral 4
Q5. What are the digital marketing strategies used by hotels
to attain growth at marketplace?
Frequency
a) Development of SEOs 9
b) E-mail marketing 5
c) Using chatbots 8
d) Online brand partnerships 8
Q6. As per your view point, is above mentioned strategies
allow Marriott hotel to achieve competitive advantage?
Frequency
a) Yes 27
b) No 3
Q7. What are the challenges faced by Marriott hotel due to
implementing digital marketing strategies?
Frequency
a) To optimize marketing budgets 6
b) To drive relevant traffic to website 9
c) To develop effective and relevant content for target 8

audience
d) To keep with the changing trends 7
Q8. According to you, is above digital marketing challenges
influence on brand image of Marriott hotels?
Frequency
a) Yes 24
b) No 6
Q9. What are the strategies developed by Marriott hotels to
overcome with the challenges of implementing digital
marketing and to ensure competitive edge over rivals?
Frequency
a) Development of qualitative content 8
b) Tracking and monitoring of performance 6
c) Conduct market research 6
d) Ensure effective communication with customers 10

Chapter 4: Analysis and Findings 1100
Q1. Do you have knowledge about concept of digital
marketing?
Frequency
a) Yes 25
b) No 5
25
5
a) Yes b) 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 level 7
b) Improvement in brand image 8
c) Effective communication with customers 7
d) High performance and productivity 8

7
8
7
8
a) Increase in customer base level
b) Improvement in brand image
c) Effective communication with customers
d) High performance and productivity
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. As per your view point, is digital marketing help
company in expansion and growth of Marriott hotel?
Frequency
a) Yes 26
b) No 4
Interpretation:
Q4. What is the impact of digital marketing on the
productivity and profitability of Marriott hotel?
Frequency
a) Positive impact 20
b) Negative impact 6
c) Neutral 4
Interpretation:

Q5. What are the digital marketing strategies used by hotels
to attain growth at marketplace?
Frequency
a) Development of SEOs 9
b) E-mail marketing 5
c) Using chatbots 8
d) Online brand partnerships 8
Interpretation:
Q6. As per your view point, is above mentioned strategies
allow Marriott hotel to achieve competitive advantage?
Frequency
a) Yes 27
b) No 3
Interpretation:
Q7. What are the challenges faced by Marriott hotel due to
implementing digital marketing strategies?
Frequency
a) To optimize marketing budgets 6
b) To drive relevant traffic to website 9
c) To develop effective and relevant content for target
audience
8
d) To keep with the changing trends 7
Interpretation:
Q8. According to you, is above digital marketing challenges
influence on brand image of Marriott hotels?
Frequency
a) Yes 24
b) No 6

Interpretation:
Q9. What are the strategies developed by Marriott hotels to
overcome with the challenges of implementing digital
marketing and to ensure competitive edge over rivals?
Frequency
a) Development of qualitative content 8
b) Tracking and monitoring of performance 6
c) Conduct market research 6
d) Ensure effective communication with customers 10
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. What are the digital marketing strategies used by hotels to attain growth at
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 to implementing digital marketing
strategies?
e) To optimize marketing budgets

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 the challenges
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?