Digital Marketing for Hospitality Industry

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.