Digital Marketing Strategy for Rosewood Jeddah Hotel in Saudi Arabia

Running head: ONLINE COMMERCE
Online commerce
Name of student
Name of University
Author note

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Executive summary
The goals and objectives of digital marketing for a luxury hotel like Rosewood Jeddah
Hotel were to manage the hotel website properly and enable a proper booking engine to attract
customers who are social travelers. Diversification of online channels for distribution of products
and services was another aim of the organisation to sustain in the competitive business
environment. Developing more content to focus on the process of innovation fell under the
marketing campaigns to bring popularity of the company through enhancement of brand image
and identity. The SEM approaches were undertaken such as Google ads to guide the customers to
the right web site and make them about the hotel in much more details. The company that
influenced the hotel to enhance its business operations had been Park Hyatt Jeddah. Thus, the
main objectives were achieved and proper measures had been taken to improve the efficiency of
the digital marketing strategies adopted by Rosewood Jeddah in Saudi Arabia.

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Table of Contents
Executive summary.........................................................................................................................2
Introduction......................................................................................................................................4
Background..................................................................................................................................4
Aims and objectives.....................................................................................................................5
Scopes..........................................................................................................................................5
Body.................................................................................................................................................6
Industry overview........................................................................................................................6
Digital Marketing Goals...............................................................................................................7
Internal Digital Marketing analysis..............................................................................................8
SEO efforts.................................................................................................................................13
External working areas...............................................................................................................15
Reference Company...................................................................................................................22
SWOT analysis..........................................................................................................................25
Calendar.....................................................................................................................................26
KPIs............................................................................................................................................29
Conclusion.....................................................................................................................................30
References......................................................................................................................................31

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Introduction
The report is developed to focus on the digital marketing activities considering the hotel
company named Rosewood Jeddah Hotel in Saudi Arabia. I have been promoted within the
organisation and my role is to work as a Digital Marketing consultant for analyzing the present
situation of the hotel industry and provide recommendations about how the online commerce
activities can be successful and noteworthy. The report will assist the development of various
approaches and analyse the present situation of the company, furthermore make
recommendations to improve the consistency of online commerce and make good amounts of
profit in business as well (Angell and Kraemer 2017).
Background
Rosewood Jeddah Hotel is one of the most established luxury hotels in Saudi Arabia,
which has provided good quality hospitality services including accommodation services, food
and other benefits to the service users who have been visiting the hotel. It is located in the heart
of the city and the services are provided for both business and leisure guests through providing of
modular and spacious rooms along with the best quality catering services, kids areas, multi-
purpose lobby and fitness centers along with a lounge for entertainment purposes like music,
drinks, etc. The hotel supports 24/7 catering services, which is one of the major specialties of the
company (Armstrong et al. 2015). The company is located in Corniche Street, Al Shatie District,
Jeddah 21453, Kingdom of Saudi Arabia and it has all the modern hotel facilities that are needed
to be present within a hotel to provide the best quality services to people and keep them satisfied
as a whole.
Unlike other cities in Saudi Arabia, Jeddah has an arid climatic condition that has enabled
warm weather conditions. As the hotel is located at the western coast, it has good weather

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conditions and has attracted huge numbers of customers who want to visit this most
cosmopolitan city in Saudi Arabia. Rosewood Jeddah Hotel is present at a prime location in
Jeddah and with excellent view of the Red Sea coastline, people have found it quite exhilarating
and prominent to stay in the hotel (Berthon et al. 2012). The hotel is located near to the King
Abdul Aziz International Airport and the hotel authorities have arranged limousines and cars for
making the guests come to the hotel quite easily after making reservations at the hotel. The hotel
also provides complimentary valet parking for the guests.
Aims and objectives
The aims and objectives of the report are to evaluate the various impacts created by
implementing the digital marketing strategy and evolve the business through management of
online commerce effectively. The aims and objectives of the hotel company are:
 To increase the level of profit through management of reservations and bookings through
online commerce
 To enhance the involvement of the customers through effective customers’ services
management by implementing digital marketing techniques
 There is need to enhance the customer base and the business aims are to utilize social
media platforms to improve the efficiency of digital marketing campaign
 To use various digital marketing campaigns for improving the brand image and identity
for ensuring attracting and retaining the new and existing customers
Scopes
The scopes of gaining benefits by implementing the digital marketing strategy are also
huge and this has enabled the hotel company in Saudi Arabia to provide services to the guests,

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manage accommodation services and the transactions. At the same time, Rosewood Jeddah Hotel
must compete with the guests found in the new channels and digital communities to expand the
brand online, which could further improve the brand image and reputation largely. The demands
for digital marketing have been increased largely nowadays, because of which, the hotel must
know to implement the right kind of digital marketing strategy for ensuring continuous growth
and expansion of business and prepare the hotels for the management of digital marketing
demands in the future as well (Bharadwaj et al. 2013).
Body
Industry overview
The business organisation Rosewood Jeddah hotel is located at Saudi Arabia and to fulfill
the digital marketing demands and preferences, the digitalization has resulted in digital
transformation by managing the digital menus, digital transaction and even management of
bookings and reservations online. Digitalisation has transformed the entire way of business
functioning and it has evolved the service offering and provided flexible engagement models to
suit the needs and requirements of the customers with ease. The various models used for
enabling digitalization within the hotel company in Saudi Arabia are 4Cs of communication,
Forrester’s 5ls, Lauterborn’s 4Cs and Technology acceptance model (Chaffey and Ellis-
Chadwick 2016).
Rosewood Jeddha Hotel is one of the hotel that boosts of latest technology, excellent
structure and design and high sophistication, which serves both the business and leisure travelers
and offers its unparalleled personals services. It is a popular destination for accommodation and
dining, it offers a wide range of culinary options, and people can choose among the various

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dishes including the Japanese, Chinese, Middle Eastern and European dishes (Trattner and
Kappe 2013). The hotel architecture and design combines both the Arabian aesthetics and
design to make people aware that the culture of the place is maintained. The hotel has other
extensive services too such as scenic beauty of where the desert meets the Red sea and even
providing the business travelers with enough benefits for keeping them satisfied and at the same
time explore the history and cultural diversity of the place (Chaffey and Patron 2012). Locate
near the Red Sea, the hotel offers exhilarating selection of water sports for the adventurous
guests, which can be booked earlier by making online bookings and reservations easily.
Digital Marketing Goals
Digital marketing techniques are the critical success factors for the hotel industry and
with the huge advancements in technology, the hotel company in Saudi Arabia has managed to
understand the competitive business environment properly, used social media marketing tools for
enhancing brand image and name. The digital marketing strategies have also helped the hotel
company to look into the inbound marketing framework and furthermore develop some great
content as part of the marketing strategy to enhance the customer base and draw in better profit
(Chung, Lu Wang and Huang 2012). The digital marketing approaches have also improved the
efficiency of communication between individuals within the workplace of the organisation and
this resulted in making the business function with convenience (Tiago and Veríssimo 2014).
To formulate the digital marketing strategy, relevant data and information regarding the
internal resources and external environment were gathered. It has also helped in developing
strategic alternatives to focus on the achievement of digital marketing goals and objectives and
furthermore ensure successful online commerce activities. Rosewood Jeddah Hotel has utilized
combination of online marketing channels including the email marketing, social media

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involvement, search engine marketing and website management for enhancing the brand name
and image and attract more customers (Erdoğmuş and Cicek 2012). With the use of different
channels, it would be easy for the hotel to attract more customers and generate more revenue in
business as well.
Yes, these goals are aligned with the digital marketing strategies and this can assist the
hotel to accomplish its business aims and objectives timely and appropriately.
Internal Digital Marketing analysis
The internal digital marketing analysis was done by over viewing the internal
environment and identifies the marketing resources that are required to implement the digital
marketing strategy successfully. The various forms of digital marketing resources are web, social
S Specific- To increase awareness of brand by
developing more followers on social media through
effective digital marketing strategies
M Measurable - The generation of lead through the
maintenance of websites
A Agreed - To implement approaches for making
people visit the website consistently
R Realistic - To enhance the conversion rate,
increased numbers of visist on the website and better
traffic level
T Time- related - To capture a greater market share
within the next few months and stay ahead in the
competitive business environment