Devising a Digital Marketing Strategy (Pass Criteria)

A Digital
Marketing
Strategy

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Review of the relevant academic literature pertaining to digital marketing in the tourism and
hospitality industries...............................................................................................................1
Comparative analysis of the overall marketing functions of the selected hospitality firms...3
Comparative analysis of digital marketing strategies and practices at the selected hospitality
business firms.........................................................................................................................5
Recommendations..................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Digital marketing refers to the action of completing marketing activities with the use of
internet and other digital technologies. Digital marketing has become an important element of the
overall marketing strategies of business firms because it provides the firm cost effective ways of
reaching international consumers. This report aims to understand the digital marketing landscape
in the hospitality industry by conducting critical analysis of two hospitality SME’s in context of
current digital marketing practices and strategies adopted at the organizations. The objective of
this report is to provide quality recommendations on the basis of comparative analysis.
Marketing is an important operation for the tourism and hospitality sector. This is because
attracting and retaining consumers in the highly competitive industry, establishments in this
sector have to adopt creative and unique marketing strategies. The digital marketing landscape in
case of the tourism and hospitality industry is consciously evolving because of high intensity of
co0mpetitive rivalry. Every type of enterprise in the tourism and hospitality industry utilizes
digital marketing practices and strategies to connect with consumers. This depicts that the usage
of digital marketing is commonplace is the tourism and hospitality industry because it supports
competitive progress of the firms.
The first SME hospitality firm selected for this report is Maranton House Hotel located in
Kensington London. This is family run small hospitality Boutique Hotel with garden square and
refurbished rooms. The facilities offered at the Maranton House Hotel include free high speed
internet, high chairs and metered parking. The second SME hospitality firms which will be
included in this report is The Chester Hotel which is situated near Victoria station. It is family
owned establishment which offers consumers hygienic accommodation services along with high
speed internet connection.
MAIN BODY
Review of the relevant academic literature pertaining to digital marketing in the tourism and
hospitality industries
According to the Tembi M. Tichaawa, 2021, tourism industry is one of the fastest
growing industry in this world the business in this industry is gaining advantage of advance and
modern technology. It is essential for the companies in tourism sector to focus on their current
trends and adopt strategies to meet their requirements. One of the major change which help
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