Digital Marketing for Hospitality Industry

This document provides an overview of digital marketing in the hospitality industry, including a comparison between online and offline marketing. It discusses key hospitality trends and insights in the growth of digital marketing. The document also explores digital tools used by hospitality companies and examines the development of e-commerce and digital marketing with a comparison of physical business. Additionally, it provides a digital marketing plan for Marriott hotel and explains the concept of omni marketing channels.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1 Overview of digital marketing and comparison between online and offline marketing........3
P2 Key hospitality trends and insight in growth of digital marketing.........................................4
LO2..................................................................................................................................................5
P3 Digital tools used by hospitality company..............................................................................5
P4 examine development of e commerce and digital marketing with comparison of physical
business........................................................................................................................................6
P5 Digital marketing plan for Marriott hotel...............................................................................7
P6 Explanation of Omni marketing channels............................................................................10
LO4................................................................................................................................................11
P7- Key measurement techniques and performance metrics in the digital marketing. .............11
P8- Set of actions to improve performance of digital marketing...............................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Digital marketing plays out a crucial role in hospitality business as give out the ideas for
company to meet out potential clients, develop strong level of relationship and advance hotel
esteem. The usage of specialized digital marketing strategies is very important for business to
turn out better in competitive world (De Pelsmacker, Van Tilburg and Holthof, 2018). Large
varsity of customer in hospitality industry are tourist who use spend many hours per week
settling down on social media and popular OTA’s search for visiting different places, things to
do and booking of hotel.
Hotel Hilton one of luxurious brands providing the busines and leisure travels to tourist
with deluxe comfort and person advice. In this report, there will be comparison between online
and offline marketing in term of recent trends and growth in the hospitality business. In addition,
there will be explanation ecommerce development with preparation of digital marketing plan for
hotel Hilton.
LO 1
P1 Overview of digital marketing and comparison between online and offline marketing
The digital marketing landscape is constantly evolving with state of digital media and
advertising with inclusion of social media marketing, influencer marketing, PPC advertising
and many more added in list maintaining online reputation management and mobile application
in competitive business. Amongst all the sector of economy, no sector is been influenced more
by technology as compare to hospitality industry. Nowadays internet & technology have turned
out as efficient tools in enhancement of business and growth. Technology have succeeded in
providing large platform to business to attract potential clients and audiences. for the hospitality
business, digital marketing has created up with allot of opportunities and update proliferation.
Internet have led to higher interconnectivity helping out to increase respective hotel Hilton
brand awareness, lead generations and resulting in effective sales boosting. hotel Hilton have
created the key of sustainability with digital marketing with usage of recent technology such as
artificial intelligence and social media marketing. This have created positive impact on the
millennial generation and new traveller who are looking out to travel again around the world post
COVID situation.
Hospitality sector are making usage of digital marketing to reach out specific target audiences
for promoting specific product and services with more convenient resources in digitalized world

(Chaudhary, 2019). Today’s generation is making use of high-end technology such as mobile
phones, computer, laptops and many more gadgets.
It is identified to have major level of difference between the online and offline marketing.
Online marketing Offline marketing
This is one with usage of the different internet
sources such as internet, email, social media,
PPC and affiliated marketing.
The offline manner of marketing has inclusion
of resource such as newspaper, magazine,
template etc
It is effective way to target a large level of
audiences in effective manner to get up
promotion.
Offline marketing gets into interaction with
limited people acquiring a high level of
resources.
Online marketing will be helpful in creation of
efficient marketing awareness in term of
products and services.
This included one-way communication
procedure involved in this term marketing
Online marketing is measured with help of the
various metric as google analytics, google
AdWords, google search console.
But offline marketing cannot be measured as
no relevant data and information is available.
P2 Key hospitality trends and insight in growth of digital marketing.
Digital marketing plays a crucial role in the hotel business giving out the idea for
potential clients, developing strong level of relationship and advance level hotel esteem. The
usage of specialize digital marketing strategies help the client to communicate issues to hotel.
Digital marketing strategies will resolve issue of client and gains client loyalty saving out firm
efficient and effective resource. traditional mod of marketing too has limited access to target
audience which require high level of resources (Key, 2017.). But now digital marketing tool and
techniques will be helping out hotel Hilton to have worldwide marketing influencing population
of various city at single time.
There is inclusion of different type of services offered by the hospitality sector as per
need and preferences of different customer. Thus, rise in industry trends will lead organization
to have expansion in era of generation Z and millennial.
Content marketing

This is most essential and powerful technique working out effectively especially for hotels,
hostel and BnBs. This have inclusion of relative contents such as photos, videos, blog posts
which in intriguing the prospective guest. Hotel Hilton will create familiarizing events in
business operation. Hotel Hilton will look with initial investigations in marketing funnel to
implement content marketing strategies.
Mobile first strategy
Mobile website has been important as no hotel digital marketing strategy is complete
without it. Customer are expecting highly interactive and lightning fast mobile website. Hotel
Hilton will implicate mobile strategy which will have dramatic increase in booking and
profitability. But the low website can result in deflecting potential customer to competitor
hospitality business.
Artificial intelligence and machine learning in hospitality
The digital marketing strategy form hotel have been reliant on advanced
technology turning out to be game changer. In this approach, computer algorithm will enhance
capabilities and update the improvement by itself. AI (artificial intelligence) have been advance
version for machine learning which will help Hilton on automated systems target individuals.
The world has been moved to digital ages (Kingsnorth, 2019.). The development of
digital technologies will be helpful for hospitality industry in enhancing customer experience,
digital personalisation, connecting the physical and digital world and more.
LO2
P3 Digital tools used by hospitality company
The tools of digital marketing are completely different from the traditional marketing
one. Due to movements of world in digital ages, it is important for hospitality industries to have
proper adaptions of digital marketing strategies to remain successful in competitive market.
Hilton have to provide ease to its guest in searching out best hotel deals and remain update with
latest digital marketing trends.
Social media marketing
This is common tool used by hospitality business to flourish its business in the digital
era. The firm have been promoting its different product an services with existing offers on
different social media website such as as Facebook, Twitter, Instagram etc. Hotel Hilton avec
rete the official page on differ website with have effective contents in respective platform added

along various phots and vide of hotel insight in perfect manner. Major guest get into interaction
with social media awareness.
Search engine optimization
Hilton can have use of SEO technique in on site an offsite working out effectively on the
Search engine result pages. A successful SEO campaign will mean out ranking highly when
potential guest most preferable hotel they want to visit. There can be use of preferable works
such as five-star, leisure, safety, resort as they will be able to provide results on search engines.
Search engine advertising /pay per click
It is very difficult for the firm to get ranked for free. This have major requirement of lot of work,
dedication, time and patience. This help in pooling up of large variety of Ad advertisers appear
in valuable ad space on its search result pages (Zhu and Ga., 2019). This will be turning out
beneficial for organization to succeed in upcoming business scenario.
P4 examine development of e commerce and digital marketing with comparison of physical
business
The role of digital marketing communications in relation to the 7Ps.
Organization have separate digital marketing platforms working on different factors such as
increase in sales, conversion, online reputation, branding etc. & 7ps of marketing have been
revolutionized into digital model.
 Pinpointing pricing in necessary to get in increase of product sale in homogenous market.
Hotel have need to understand the importance of value going to be paid.
 Identification of right placement strategy for right product in front of right customer by
wisely utilizing the correct digital option in both pai and non-paid methodologies.
 Considering the science of product by hotel Hilton by recognizing need and preferences
of customer in era of digital world and competitive market.
 Usage for right channel for promotion is order to create major level of different form of
physical advertising in the real online world. Hotel Hilton will make usage social media
advertising to target Gen Z and millennial generation.
 Understanding target audience is the key success factor for online marketing strategy
helping out to be meet actual desire of potential customer.
 Executing and Measuring process as looking up on key performance indicators. There
can be use of key performance indicators and another technical tool.

 Leveraging the digital world is presenting physical environment digitally with help for
websites, landing pages, customer support and augmented services’
E commerce industry have rapid growth leading to developing interrelationship digital
marketing with differentiated variable business. E commerce have usage of internet to reach out
prompting services to customer. There has been usage of differ tools and techniques such as
SEO, SEM, pay per click.
The technology adoption has five segments such as
 Innovators as stage who have been at initial stage to promote services digitally among the
market.
 Early adopter as who are not initial stage but have to look into the more serious setup in
term of innovators. Hotel Hilton is at this stage where need to have different tools and
techniques to be implement.
 Early majority – As comparative to physical one hotel Hilton is targeting the different
market segment. as to gain competitive advantage as comparative to physical business.
 Late majority – At this stage turn out to be obsolete nd want to get to into the differ
formation of strategy to enter market.
 Laggards - These individuals typically have a fantastic aversion to change-agents and
tend to become advanced in age.
P5 Digital marketing plan for Marriott hotel
Executive summary
For every organization, it important to have development of digital marketing plan to get better
insight of business activities. The plan will be included different aims and objective in term
of direction for digital marketing.
Vision
company want to be comfortable place providing maximum satisfaction.
Aim
To evaluate the digital marketing impact on hotel Hilton performance.
Objective
 To increase the SEO on the hotel by 20% efficiency in next 6 months.
 To improve customer conversion rate by 15 % in next 3 months
Situational analysis

Political factor
Change in the policy of government due to COVID 19 situation. There is major disruption due to
stoppage of international flights
Economic factor
Tapering off business of local market and traveller all around world is impacting business
Social factor
COVID have created negative impacts along with inclusion of social distancing norm and other
facilities.
Technological factor
The completive fir has usage of immerse technology.
STP
Segmentation
Plan is having demographic segmentation including age and income as sub sector.
Targeting
The business is targeting 25 to 55 year working couple’s ad business having middle income per
year.
Positioning
Hilton will position itself as comfortable place at reasonable price providing maximum
satisfaction
Budget - This is required to have proper execution of plan. so, the overall budget will be $2500.
Particular
Adveristing $500
Salary $650
Management $650
R&D $700
Total $2500
Marketing mix
Product

Hotel Hilton provide varieties of Hotel services to their customers. leaders and manager
of the Hotel Hilton will look to improver their services by providing training to their employees
so customers can be satisfied and become loyal.
Place
Hotel Hilton will expand their business in some developing countries because they are
having opportunity to capture market shares effectively (Payne, Peltier and Barger., 2017). Form
will expand their business in Brazing and some Asian countries.
Price
Hotel Hilton provide luxury services to their customers, so they will continuously use
their premium pricing strategy, but they will come up with the new offer and discount for the
selected customers.
promotion
To promote their digital marketing campaign and aware customers about brand,
marketing team will use digital marketing such as Facebook, you tube, Instagram etc. because
here they can target people easily.
people
Hotel Hilton will be more focused to provide training to there employees, so they can be
more effective in their work.
process
To make the online booking process smoother for the customers, firm will improve their
online applications and sides so customers can easily book their hotel and satisfy their needs and
demand.
Physical evidence
Hotel Hilton will expand their business in the developing country that will be proof of
their physical evidence. Hotel Hilton is already a big name in Hospitality industry s people are \
aware about them.
Monitoring and controlling
KPI
A key performance indicator is a measurable value that can be helpful for Hotel Hilton to
demonstrate how effective marketing team of the company is achieving key business objectives

(Hendriyani and Chan., 2018). Hotel Hilton can use these interrogators at the multiple levels to
evaluate their success at reaching their digital marketing target
Feedback
Feedback is another monitoring and controlling techniques that can be used by marketing
managers of Hotel Hilton to ensure performance of digital marketing plan. They can take
feedback from marketing team and other employees and improve accordingly.
P6 Explanation of Omni marketing channels
Omni channel marketing refers to the multiple sales methods that gives the customers
with an integrated shopping experience. Customers can take online services and product services
by using their mobile or laptop. It makes easy for the customers to buy things by using their
phones. Within the Hospitality industry Omni channels are used to book the hotel rooms and it
help Hotel Hilton to take competitive advantages an increase the demand and supply of their
services (De Pelsmacker, Van Tilburg and Holthof., 2018). There are some channels such as
Online booking application which are used by the customers to book their hotel room and third
party applications are also an part of the Omni channels. The website of the Hotel Hilton is the
omni channels where customers can get various kind of information about the Hotels. On the
website customers can see the stores of people who have stayed their, and they can also read the
history of an Hotel Hilton and book directly their rooms from the website. It helps to create good
image in the customers mind and customers can create better experience for themselves. Hotel
Hilton website is well-developed and all the facilities and information is available on it. For the
enquiry they can contact to the Hotel reception, or the can talk with the customer executive of
Hotel Hilton. All the contract information is available on the website. Similarly, Some more
channels like Instagram, Facebook and other social media platform are also a part of omni
channels.
There are some benefits of the Omni marketing for the Hotel Hilton and helps company
to achieve success in their business and create memorable experience for them.
Data collection
Omni channels help Hotel Hilton to provide useful information to the guest, this data can
be useful for the company to understand what are the expectation of the customers and what kind
of services they are looking to buy (Hendriyani and Chan., 2018).
Brand presence

Omni channels helps to create brand awareness among the people and customers cam
know more about the Hotel Hilton and but the product and services from them.
Cost effective
Analysing the omni channel data will also tell company where and when to concentrate
on a particular channel more than the others for a far more profitable return. So company can
focus and attract more customers to buy their services.
LO4
P7- Key measurement techniques and performance metrics in the digital marketing.
A digital marketing metrics and the performance indicator tools are valuable and used by
the marketing team of the companies to measure the performance of the digital marketing
campaign. Hotel Hilton can also use KPI and 360 feedback techniques to monitor and
controlling the marketing campaign, so they can improve the issues within the digital marketing
and make their camping successful.
360 Degree Feedback
360 Degree feedback is the system or the process that can be helpful for the Hotel Hilton
to measure and analyse the performance of their marketing campaign (Kaiyp and Alimanova.,
2020). Marketing manager can take feedback form their team members, peers and directly report
to the top management. Feedback will provide the real information about what problems are the
barriers for the marketing campaign and according to the problem making mangers can make
strategy to overcame from the problems. It will enable them to improve the performance of the
digital marketing campaign and company can make their marketing campaign successfully and
take competitive advantages in the market where they are operating their business.
Key performance indicator (KPI)
A key performance indicator is a measurable value that can be helpful for Hotel Hilton to
demonstrate how effective marketing team of the company is achieving key business objectives.
Hotel Hilton can use these interrogators at the multiple levels to evaluate their success at
reaching their digital marketing target. High level of the Key performance indicator may focus
on the overall performance of the whole business while low level of KPI's may focus on the
progress in the departments such as HR, sales and marketing campaign so it can be useful for the
marketing managers to use this Key investigator in the success of digital marketing.

P8- Set of actions to improve performance of digital marketing
It is necessary for the marketing team of the Hotel Hilton to create proper strategies and
take proper actions to make their digital campaign successful, with the continuously changing
environment, marketers of Hotel Hilton. Here are some digital marketing statuaries can be used
by marketing team of the Hotel Hilton to achieve success and objectives of the digital
marketing.
Set strategies for long term value
More then short term strategies marketers should look for the long terms wins to make
their digital marketing more successful and effective for their business (Payne, Peltier and
Barger., 2017). Before pouring resources into a one-off campaign for a particular social media
level, marketers would be wise to execute due diligence and investigation to ensure the financing
will pay off in the long term.
Double down customer services
customer services are most important part for the company to gain loyalty of the
customers. This more important for the digital marketing team of the Hotel Hilton that must
repeat brand conscious customers services tactics across multiple platforms and channels. this is
a critical element of achieving success with omnichannel marketing, which means assure a single
buyer has a seamless, incorporated buying experience, no matter the platform or form the
channel.
Create the Unlimited Buying journey
As it become easier for the marketing to understand their buyers in more depth. It is also
possible to for the marketers to refine the processes and create the ultimate buying journey for
their customers. Digital markets know that what is trending within the customer's ad the
strategically build upon that momentum for the maximum returns (Zuberi and Rajaratnam.,
2020). Digital Marketing team of Hotel Hilton can developed the hotels website and make the
procedure of booking smoother so customers can easily book their hotel rooms, and they can
achieve success.
CONCLUSION
From the above file, it can be concluded as Hotel Hilton one of luxurious brands providing the
busines and leisure travels to tourist with deluxe comfort and person advice. Nowadays internet
& technology have turned out as efficient tools in enhancement of business and growth (Behera,

Gunasekaran and Bala, 2020). But now digital marketing tool and techniques will be helping out
hotel Hilton to have worldwide marketing influencing population of various city at single time.
In is all pooling up of large variety of Ad advertisers appear in valuable ad space on its search
result pages.
REFERENCES
Books and journals
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.
Hendriyani, C. and Chan, A., 2018. Understanding the New Millennial Customer Path in the Era
of Omni-Channel Marketing in Indonesia. Review of Integrative Business and Economics
Research.7. pp.359-367.
Kaiyp, K. and Alimanova, M., 2020. USING ARTIFICIAL INTELLIGENCE TO IMPROVE
DIGITAL MARKETING STRATEGIES. Suleyman Demirel University Bulletin: Natural
and Technical Sciences.52(1).
Payne, E. M., Peltier, J. W. and Barger, V. A., 2017. Omni-channel marketing, integrated
marketing communications and consumer engagement. Journal of Research in Interactive
Marketing.
Zuberi, M. F. and Rajaratnam, D., 2020. Measuring retail performance in an omni-channel
world. Journal of Marketing Channels.26(2). pp.120-126.