Digital Marketing for Hospitality Industry

This document provides an overview of digital marketing in the hospitality industry. It discusses the opportunities and challenges faced by the industry, as well as the trends and insights in digital marketing. It also explores the use of digital tools and e-commerce platforms for marketing purposes. The document includes a critical analysis and evaluation of digital marketing strategies and provides recommendations for improving performance.

Hospitality
Digital
Marketing

Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
P1: Digital Marketing Overview...............................................................................................................3
P2: Trends and insights............................................................................................................................4
M1: Opportunities and challenges...........................................................................................................5
TASK 2..........................................................................................................................................................5
P3: Digital tools........................................................................................................................................5
P4: E-commerce and digital marketing platforms....................................................................................6
M2: Critical analysis of digital tools.........................................................................................................7
D1: Critical analysis and evaluation of digital marketing.........................................................................8
TASK 3..........................................................................................................................................................8
P5: Digital marketing plan........................................................................................................................8
P6. Demonstrate the importance of Omni-channel marketing to achieve business objective ...............9
M3. Describe appropriate tools and techniques to plan an end-to-end marketing campaign for
hospitality industry................................................................................................................................10
TASK 4........................................................................................................................................................10
P7. Evaluate the measurement techniques and performance metrics for digital marketing plan and
strategy..................................................................................................................................................10
P8. Analyse various actions to improve performance in digital marketing ...........................................11
M4. Evaluate applications of key digital measurement practice and performance metrics used in
digital marketing....................................................................................................................................12
D2. Produce a coherent and logical digital plan and marketing strategy...............................................12
CONCLUSION.............................................................................................................................................12
REFERENCES..............................................................................................................................................14

INTRODUCTION
Hospitality means developing relationship between a guest and the host by providing of
different services in lieu of a charge (Ekinci, Sharples and D. Gursoy, 2019). Digital marketing
refers to a form of marketing which is conducted digitally and therefore allows the organizations
a chance to expand their reach towards the customer. It is the latest tool and technique which is
adopted for the purpose of marketing and reaching the targeted customers without any problems
and issues. In this report, Marriott Group has been focused upon which has hotels in different
parts of the world. Marriott Group has incurred significant and heavy losses because of the
COVID-19 pandemic and the subsequent lockdown which followed. In this report, analysis will
be made on demonstration of opportunities and challenges in industry, ways used by hospitality
companies. Additionally, focus will be made on determination of marketing activities required
for building of multi-channel capabilities within hospitality organization and use of various
methods for measuring digital marketing effectively.
TASK 1
P1: Digital Marketing Overview
It is a new strategy which can be adopted by the organization to make the customers
aware about their various types of products as well as services (Digital Marketing, 2020).
Marriott Group is a big chain which owns various properties across the world. However the hotel
has been running into losses due to the impact which has been created due to the onset of
pandemic. Restructuring of business has to be done by the hotel. Correct methods should be used
for this purpose which can ensure gaining of strategic advantage for the future.
Comparison between Online and Offline Marketing
Basis Online Marketing Offline Marketing
Reach It has a wide reach as it can
allow an organization to do
marketing all over the world
about its various types of
products and services which it
offers to the customers
(Erickson and Rothberg,
2017).
Offline marketing has a
narrow reach because it is
limited up to a particular place
where the organization
operates and conducts its
operations. It does not provide
a firm an opportunity to
expand its reach beyond
international boundaries all
over the world.
Cost Its cost is comparatively
lower than that of offline
marketing.
Its cost is significantly higher
than online marketing.
Innovation More innovation can be done Very less innovation can be

in the online marketing
through the use of various
types of techniques.
carried out in the form of
offline marketing because in it
limited ideas can be used for
marketing and promotion.
Creativity Creative content can be used
in online marketing. This can
lead to creation of attraction
among the customers as well
as clients for the products and
services which are offered by
the organization.
Limited creativity and creative
content can be used in the
offline marketing. This is so
because it offers a very limited
scope for ideas which can be
applied creatively. Thus very
low-level of creativity is
possible here which can affect
an organization’s prospects in
a market which is quite
dynamic in nature and requires
the use frequent innovations in
the products and services in
order to achieve sustainable
success in the future time
period by leaving the
competitors behind.
P2: Trends and insights
Digital marketing makes use of different types of trends as well as insights. In the context
of Marriott Group these have been discussed as follows-
 Creative websites- The use of creative websites has gained pace for the purpose of using
them for digital marketing (Handayani, 2016). Marriott Group can use them so that it can
easily use attractive content to pull the clients towards itself by leaving its competitors
behind. Pandemic and lockdown created an impact this gives the business a huge
opportunity to improvise itself and prove itself to be valuable for the customers.
 Interactive content- Nowadays Digital marketing puts its focus on creation of such an
interactive content which can be very useful for the organizations in attracting clients
(Hung and Lu, 2016). For Marriott Group, this offers an immense opportunity for
restructuring its business so that it can earn profits after the impact of the pandemic.
 Google Ads- Google Ads offer a wide opportunity to the companies to display the
advertisements of their products and services on the Google. By doing so, these
companies can make sure that they are targeting the right customers so that their revenues
can increase and with it the level of profits can also increase. Marriott Group can focus
on these advertisements and make sure that they are used for the purpose raising
awareness among the people about the varied services offered by it.

 Personalization- It is also a new trend which has been recently developed in digital
marketing (Kandampully, Bilgihan and Zhang, 2016). By using this new trend, content
can be created as per the wish of the marketer. Thus this is quite helpful for different
types of companies in personalizing the content which has to shown on their website for
targeting varied customers. Marriott Group can focus upon it so that it can focus on
creating content which can interest its customers and clients.
 Social Media- These platforms like Facebook, Twitter, and Instagram etc. are being
actively used in order to market and publicize the products and services by different
companies . Social Media therefore has become a very effective tool for the companies
for marketing their products as well as services. For Marriott Group, an excellent
opportunity is available as using it can help a lot in marketing for its services.
M1: Opportunities and challenges
After the impact of coronavirus pandemic, there are various opportunities as well as
challenges which are there for the organizations. The opportunities are available in the form of
new markets which the companies can target using the techniques of digital marketing and the
newer segment of customers which it can hope to get. However there are certain challenges also
such as the reliability of using this approach over the traditional marketing as well as the lack of
technology available with many organizations interested in using this approach. Marriott Group
is required to make sure that it is able to face these challenges by adopting a right strategy which
will lead towards maximization of profits and achievement of goals as well as objectives in
short-term and long-term period of time in the future. Thus the group’s managers are required to
frame a right strategy which can be implemented to fight the challenge caused by the impact of
the pandemic. In this way, the group will be able to work to achieve a strategic edge.
TASK 2
P3: Digital tools
Digital marketing makes use of different types of tools. These tools are as follows-
 MailChimp- It is a popular tool which can be widely used for email marketing (Kaur and
France, 2018). It is quite helpful for many companies as it provides solutions to them for
email marketing. Marriott Group can use this tool for developing a sound strategy for
marketing through the use of emails effectively without any problems and issues. Thus
this is a great tool for increasing the overall level of profits in the future and for achieving
the required goals and objectives of the business.
 Hootsuite- In this tool, influencers of sales team as well as marketing team can be
identified (Zaitseva and et.al., 2016). As Marriott Group is using the services of
influencers on the social media to increase its publicity for increasing its business post-

coronavirus pandemic therefore there needs to be a right strategy in applying this tool
effectively and efficiently without creating issues.
 Followerwonk- In this tool, analysis is done on the data of twitter handle of the
businesses and strategies are made in order to be used on the social media platforms
effectively (Starčević and Konjikušić, 2018). Marriott Group can plan to use this tool
effectively so that it can analyze the statistics of data of visitors on its social media
handles and make effective interpretations from them so that the aims of the firm can be
achieved without any problems and issues.
 Analytical tools- Analytical tools are quite helpful for the firms for their digital
marketing strategy (Stauffe, 2020). This is so because using these tools will be quite
helpful for the organizations in the short-run as well as the long-run . These tools can
help Marriott Group in analyzing the traffic which its different social media sites have on
the internet. Thus this will be quite helpful for the organizations in framing their digital
marketing strategy for the future time period.
 Content marketing tools- Content marketing tools can be very beneficial for the
organizations for the purpose of creating the right content for the social media sites of the
company (Teare, Séraphin and Gowreesunkar, 2016). Right content can attract the
customers and clients. Thus, Marriott Group can be benefitted from the use of this tool.
 Chatbots- Chatbots can be used by the firms on their websites because they can be quite
helpful in providing the solutions to the different common questions which the customers
and clients have. Thus they can also be used by the Marriott Group.
P4: E-commerce and digital marketing platforms
Faster growth can be ensured by the use of e-commerce and digital marketing channels as
compared to the physical ones. The reasons for the faster growth of both these platforms are as
follows-
 New markets- Both of them offer the companies a big chance of expanding into the
markets where it is not present (Hussain and et.al., 2020). Using them, businesses can
target international markets also. These markets can be targeted as there are no
boundaries in the use of these platforms. The businesses can be conducted while sitting in
the home country also. For Marriott Group, both these platforms serve as an opportunity
which it can use effectively and efficiently so that new customers and clients can be
targeted and online presence can be increased by taking bookings and reservations online
on the website and mobile app.
 More customers- By using both of these platforms, more customers can be targeted by
the organizations . With their usage, Marriott Group can make sure that more clients are
targeted so that the business can be restructured after the impact of COVID-19. Thus a

wide opportunity is offered for the group to focus upon in the future time period. If the
group can use the right tactics for digital marketing then it will lead to increase in its
business and revenues and thus it will be able to achieve its objective of maximization of
profits.
 Wide range- These platforms offer a wide range to the businesses for targeting
expansions (Nadler and McGuigan, 2018). By using them, Marriott Group can target
different types of customers using the correct techniques. Thus, the right techniques of e-
commerce and digital marketing is required to be applied by the company in its approach
so that profits can be maximized after the impact which has been created due to the
pandemic .
 Impact- Both of them are quite good for the businesses in creating the required impact
and therefore managing to attract the customers and clients (Patiar and et.al., 2017). For
Marriott Group, it is important that the right tactics are used for both of them so that
efficiency and effectiveness can be increased in the marketing efforts which will have a
long-lasting impact and will increase the profits which are earned in the short-run and
long-run.
M2: Critical analysis of digital tools
Digital tools can be used by the companies to meet their varied needs as well as
requirements. With the use of right strategies and methods, firms can ensure that they target the
customers as per their target market. This will ensure the success of their digital marketing
strategies. Marriott Group needs to make sure that they use the best tools for digital marketing in
their various properties in the world. By doing so, they can ensure that their client base improves
and so does their business leading to more profits. The right usage of these tools will make sure
that the group is able to regain its market share after the losses suffered by it due to COVID-19
lockdown.
There is a requirement for Marriott Group to make sure that it invests the funds on digital
tools because due to the impact of pandemic many things are now happening digitally. Thus
digital marketing is in high demand and can create the required impact for the organization.
Also, as the group has suffered heavy losses during the lockdown the right usage of tools will
make sure that the higher level of efficiency and effectiveness can be achieved without problems
and issues. Also, the company can bring its business back on track by using them. This will help
it in maximization of profits.
D1: Critical analysis and evaluation of digital marketing
In the recent years, the digital marketing landscape has seen a tremendous growth. This is
so because of the varied opportunities it offers to different companies to expand their products
and services beyond the traditional markets. By doing so, they can make sure that they are
framing the right strategies for expanding their business in the long-run. Thus, the companies

like Marriott Group can adopt the digital marketing strategies as they are quite cost-effective and
very beneficial in providing the right returns for the future time period. Digital marketing will
help the group in reaching directly to the customers and making sure that the company is able to
promote its products and services effectively without issues and problems.
Digital marketing is the way to go forward for the organizations in the future time period
because the new generation customers will prefer it over the traditional ways of marketing. Thus
to target the younger age group of customers as well as clients there is a requirement to connect
with them by effectively using this medium which will make sure that the connection can be
made with them. If Marriott Group is able to make the right use of digital marketing then this
will surely result in it regaining the lost momentum due to the pandemic and thus it will be able
to earn higher level of profits in the future time period without issues and problems.
TASK 3
P5: Digital marketing plan
A digital marketing plan refers to a document which contains the information related to
environment of the brand, objectives which are intended to be achieved, strategies and actions
required to be taken and measuring the results of the actions (Alford and Jones, 2020). It can be
framed by the Marriott Group so that it can create an effective strategy for the achievement of its
main goals and objectives in the future.
The digital marketing plan which Marriott Group will use is as follows-
 Mission- The mission of Marriott Group is to restructure its business after it has suffered
a setback due to the losses in the lockdown and the global slowdown followed by the
COVID-19 pandemic (Bodkhe and et.al., 2019). After this mission has been achieved, the
company will next focus on the strategies which are required to be adopted in order to
achieve the desired goals and objectives of the business.
 Techniques to be used- The techniques which will be used by the companies for digital
marketing are as follows- Social Media, Google Analytics, Google Ads, YouTube Ads,
Use of SnapChat influencers etc.
 Objectives to be achieved- Marriott Group wishes to achieve the objectives of raising
their overall market share and maximizing their level of profits in the long-run period .
 Markets to be covered- Marriott Group will cover the markets where it is currently
present in the short-run. Firstly, the aim is to restructure the business properly so that
losses incurred can be recovered. Then, the aim can be to expand the business in the
markets where the group is not yet present. This will ensure that the objectives of the
group are achieved effectively without any problems incurred in the future time period.

 KPIs- KPIs are used in order to assess the performance periodically and finding out the
variances and deviations (Montargot and Lahouel, 2018). They are used because it is
required to be found out whether the strategies and tactics which have been used in
digital marketing by the company have been effective or not. If they are effective then it
is good for the organization and if they are not effective then significant improvements
are required to be made so that the tasks can be achieved.
Thus, overall digital marketing plan is highly effective for the organizations in framing
the right strategy for the short-run as well as the long-run.
P6. Demonstrate the importance of Omni-channel marketing to attain commercial
objective
Omni-Channel Marketing:- The Omni-Channel is defined as the idea of using all
channels in developing it one or united understanding for clients (Bryła, 2019). Managers of
Marriott Hotel implement this Omni-channel marketing as it comprise both long-established and
social canal such point of sale through in-store and online experiences. It creates opportunity for
attracting large number of clients to survive their luxurious and comfortable lifestyle.
Importance of Omni-Channel Marketing:- Some of the importance for Omni-Channel
marketing is explained as under:-
 Improve consistency of customers:- It is the process through which managers of a
company provides qualitative goods and services to their potential customers in order to
meet their requirements (Choi, 2019). Managers of Marriott Hotel focus on the change in
taste and preference of their end-users within this pandemic situation. The Omni-channel
marketing develops various facilities for its clients to relax and assure being safe and
healthy with their proper arrangement of medical treatment to reduce the impact of
corona virus.
 Customer Relationship Management:- The main purpose of business is to develop
good relation with their customers through satisfying needs and wants (Damnjanovic,
2020). It further analyse the basic requirements of customers which are to be fulfilled in
advance before their arrival and supply it on their arrival. Managers of Marriott Hotel
attract its users by understanding their demands and fulfil it by providing qualitative
services at least-cost effective pricing strategy.
 Increase brand awareness:- The managers focal point on growing brand awareness by
endorsing and locating their varied facilities to its customers through advertisements on
print and social media (Fang and Ong, 2019). The Omni-channel marketing creates
opportunity for business to enlarge customers by contracting with their travel agencies for
sending their clients to hotel. Managers of Marriott Hotel focus on increasing brand
awareness on various websites such as Facebook, Whatsapp, Instagram, etc., to increase
their sale and profits.

 Develop consumer loyalty:- It is the most important task for every organisation to
increase client support and faithfulness by supplying them qualitative services at which
their existing users are prepared to reimburse high prices (Heryana and Yasa, 2020). The
managers of Marriott Hotel are emphasized in providing good services with clean and
pure atmosphere for their clients to relax. It further focuses on managing food and
beverage, lodging and travelling services for their guest to enjoy luxurious livelihood.
M3. Describe appropriate tools and techniques to plan an end-to-end marketing campaign
for hospitality industry
The appropriate tools and techniques are implemented by managers to forecast an end-to-
end advertising movement within hospitality industry for increasing their sales and profits in this
pandemic environment. It further develops competitive strategies through building its internal
potency for overprotective weak spot and extrinsic prospect to conquer pressure. The managers
of Marriott Hotel focus on developing its marketing plan by taking precautionary steps to control
the consequences on unwanted threats which adversely impact the stability of business. Some of
the tools which are implied by managers of Marriott Hotel are improving consistency, customer
relationship management, increase brand awareness and develop support and loyalty.
TASK 4
P7. Evaluate the measurement techniques and performance metrics for digital marketing
plan and strategy
There are various kind of dimensional methods and presentation metrics implied by an
organisation for developing digital advertising preparation and scheme to fulfil requirements of
customers within this pandemic environment. Some of the strategies followed by managers of
Marriott Hotel are mentioned below as:-
 Google Analytics:- This is described as the procedure through which a business track
code automatically by analysing the each page being visited by its clients which position
in mind of customers (Kim, Yoo and Yang, 2020). The managers of Marriott Hotel tracks
performance of guest by visiting their web page with associated campaigns in order to
analyse every time a user complete task or interact with site. This result for Return on
Investment which creates possibility of company to augment revenue and income
earnings for challenging with its oppositions.
 Counting Conversions:- It refers as the combination of micro and macro conversion of
business (Peltier, Dahl and Swan, 2020). The micro conversions do not lead to
commercial impact of business but may create opportunity in future with effective
nurturing. The macro change that directly leads to commercial value by contacting a sales
person, demo request, purchasing on site, etc. Managers of Marriott Hotel focus on this as
to analyse their actual visits which converted into sales and to determine those visits not

converted in sales by identifying the reasons in order to take corrective measure to solve
it.
 Campaign Channels:- The campaign channels are classified into three segments such as
search engine, social media and emails (Phan, 2020). It focuses on analysing whether
customers mainly focus on their site or not. Managers of Marriott Hotel emphasize in
developing good organic position for its commercial and modernised world by providing
good atmosphere for their guest to breathe.
 Key Performance Indicator (KPI):- It is most important tool for an organisation that is
utilised by company in order to restrict its errors through taking innovative ideas of
corrective measures (Prayag, 2020). The managers of Marriott Hotel implement this tool
as to generate better marketing services with superiors and stakeholders from different
departments to advocate for additional investment in digital campaign. It further focus on
leveraging the existing customers base with its automated satisfaction survey by
developing their support and loyalty.
P8. Analyse various actions to improve performance in digital marketing
The managers of a company used to take various actions in order to progress their
presentation through online advertising by attracting large number of customers to stay in their
hospitality industry. Some of the actions implied by managers of Marriott Hotel are as follows:-
 Assess technology:- The company used to adopt various electronic technologies as to
complete their task within particular duration and at good quality which increase
customer loyalty (Southall, Marmio and Davies, 2019). It is essential for managers to
analyse the services being provided by automated machine and further predicts plan to
achieve success. Managers of Marriott Hotel focus on this electronic device for
identifying the shortage in productivity. The company further takes precautionary steps in
repairing machine and if it is being dispute than sale on low cost in order to purchase the
new machine.
 Optimise SEO:- The Search Engine Optimization (SEO) refers as process of growing
quantitative and qualitative goods and services which increase website traffic of visibility
in order to purchase it. The managers of Marriott Hotel focus on improving their unpaid
results and exclude direct traffic by accepting the purchase of paid placements in
business. It creates opportunity for business to enlarge customers in providing qualitative
services at which customers are ready to pay high prices.
 Measure content reach:- It is described as the procedure of analysing the internal and
external research from its past to actual result for identifying the gap between sales and
profits (Taylor, Reilly and Wren, 2020). The managers of Marriott Hotel further focus on
a broad picture of what content has to be mentioned such as types, topics and messaging

which are effective in market to attract broad level of target market. It is beneficial for
company as to increase brand awareness at small level to large number of customers.
 Track social channel:- The managers of company focus on social media marketing as it
has become more prominent method in Business to Business space (Vargas-Hernández
and Cervantes-Guzman, 2020). It further focuses on developing contract with travel
agencies as to refer their clients for particular hotel to increase their sale. Managers of
Marriott Hotel are already an American multinational diversified hospitality industry that
manage and franchise a broad portfolio.
M4. Evaluate applications of key digital measurement practice and performance metrics
used in digital marketing
The applications of key digital measurement practice and performance metrics used in
digital marketing are assessing technology, search engine optimisation, measure content reach
and track social media. The managers of Marriott Hotel focus on this applications as to analyse
the delay in goal achievement which has to be solved by taking corrective measures. It is
essential for company to evaluate the application of key digital measurement as to be aware of
business activities for identifying errors by monitoring and controlling actions of its workforce.
The company further analyse the current situation of business environment that is determine the
adverse impact of corona virus which impact the stability of business. It takes precautionary
steps to overcome with this uncontrollable risk for sustaining in perfect competition market.
D2. Produce a coherent and logical digital plan and marketing strategy
The coherent and logical digital plan for developing marketing strategy is to analyse the
website or digital marketing site for identifying the actions of visitors. It focuses on client is
visible time and analyse the action converts in increasing sale or not.
CONCLUSION
From the above report, it can be concluded that digital marketing techniques are seeing a
rise in usage in the hospitality industry. Its landscape is developing in nature and there is a
difference between online and offline marketing. There are various trends and insights which are
enhancing its growth. Different tools can be used for these activities. The development of e-
commerce and digital marketing channels has witnessed a higher growth rate as compared to the
physical channels. A digital marketing plan helps in building of strategies for a particular
organization. Omni-channel marketing can be used for meeting the desired business objectives.
Also, different types of techniques and metrics can be used for framing digital marketing strategy
and different types of actions can be taken for improvement.

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