Hospitality Digital Marketing

This report discusses the impact of digital marketing in the hospitality industry, specifically focusing on Hotel Hilton. It covers the environmental analysis, critical assessment of Hilton's digital tools, platforms, and channels, and the development of a digital marketing plan. The aim is to maximize profit and customer satisfaction by improving customer experiences and providing premium quality products and services.

HOSPITALITY DIGITAL
MARKETING

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
LO 1 ENVIRONMENTAL ANALYSIS.........................................................................................1
TASK 1............................................................................................................................................1
LO 2 CRITICAL ASSESSMENT OF HILTON.............................................................................3
TASK 2............................................................................................................................................3
Digital Tools of Hotel Hilton.......................................................................................................3
Digital Platforms of Hotel Hilton................................................................................................4
Digital Channels of Hotel Hilton.................................................................................................4
TASK 3............................................................................................................................................5
LO 3.................................................................................................................................................5
Digital Marketing Plan of Hotel Hilton.......................................................................................5
TASK 4............................................................................................................................................8
LO 4.................................................................................................................................................8
Methods to Monitor and Measure Digital Marketing..................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital marketing is the technique which is used to increase business growth by
improving sales and profitability with use of digital technology. Consumer trends of Hospitality
industry is changing rapidly due to increase in tourism across the world. Digital marketing in
hospitality helps to increase communication to facilitate better customer relations and increase
their satisfaction level effectively. Innovation in products and services takes place with help of
digital marketing to increase quality of experience of customers.
This report detailed understanding about opportunities, challenges and impacts of digital
environment on Hotel Hilton. Tools and platform will be discussed in report to gain better
understanding about factors which impact efficiency of Hotel. In addition, report provides brief
of digital marketing plan to increase productivity and by effectively monitoring and measuring
methods to evaluate growth prospects of organization. Hotel Hilton is situated in London, UK
and also known for its luxurious services to its customers.
LO 1 ENVIRONMENTAL ANALYSIS
TASK 1
Digital Marketing
Digital marketing is the process of analysing the needs and wants of customers with the help
of digital technology to increase customer satisfaction effectively (Kotler and et.al, 2017). There
are many platform which helps business to deliver its information. Internet is the very effective
medium and social media is a platform on internet which helps to reduce the cost of marketing
and also provide effective information about customer buying behaviour effectively. There are
also many types of internal and external factors which impact the quality of digital marketing
effectively.
Digital Marketing Overview
Increase in the demand of tourism has improved the opportunity for Hotel in
accommodation sector to improve their customer by attracting more customers by examining
their needs and wants effectively. There are many factors which provide efficient scope in the
market to improve the quality of services effectively. Digital marketing is one of the emerging
trends in the hospitality industry which helps the businesses to increase their profitability and
compete in the market effectively. This also improves the efficiency of the business to gain
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information about all the tourists to make effective strategies in increasing their satisfaction.
Digital marketing also provides effective understanding about all the types of customers from
around the world. It is very essential for Hotel Hilton to develop digital marketing strategies
which ensure hotel digital presence and also provides better opportunity to compete in the market
(Hudson and Hudson, 2017). Digital marketing helps to integrate di8fferent businesses to
provide custom services according to customer’s needs and wants and attract more customers
effectively. Due to internet platform the marketing is more productive and increase the coverage
to attract its customer from all over the world effectively. Hotel Hilton also has effective vision
to increase the customer satisfaction and provide high quality of services and with the help
digital marketing hotel can communicate with their customers and improve their digital presence
in the market effectively.
Drivers of Digital Marketing
There are many drivers which helps the business to develop effective digital marketing strategy
effectively.
1. Pervasive- As digital marketing has very large coverage market which also helps
hospitality industry to provide all the information. Hilton Hotel uses digital marketing to
provide better services to customers and compete in the market effectively. This also
helps Hotel to understand new market trends with help of digital tools. Every customer
has some digital device with internet connectively which increases the digital presence of
hotel Hilton to attract more customers effectively (Punchihewa, Gunawardena and Silva,
2017).
2. Innovative website- Effective web design also helps to attract more customers to the
website of the hotel and improve the efficiency of digital marketing.
3. Trusted Information- Digital marketing also helps to provide trusted information about
the business to the customer segment. It also helps he business to target every customer
segment separately to increase their satisfaction level and become loyal.
Difference between Offline and Online Marketing
Offline Marketing Online Marketing
Tools The tools which are presents for
offline marketing are news paper,
magazine, radio, television.
Online tools includes website,
emails, social medial to promote
business activities and increase sales
digitally.
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Exposure Offline marketing does not ensure
high coverage market of the
information for the business.
Online marketing provides effective
market with the help of internet
platform effectively.
Time bound Offline marketing only has limited
period for providing the information.
Due to online nature all the
information is available all the time.
Benefits of Digital Marketing
As the increase in the technology has provided effective opportunities’ for the hotel to
attract more customers and decreased the cost of operations effectively. However, lack of proper
workforce to understand the use of digital technology and reduce the performance of the Hilton
hotel negatively. Increase in the digital presence of Hilton Hotel also increases the competition in
global market and reduce the market share gradually (Kriechbaumer, 2019). As the technology
changes very rapidly it also increases the threat and cost to upgrade and innovate information
system in the hotel. Increase in the usage of digital tools like Smartphone has increased the
opportunities for Hotel Hilton to prove its global presence with the help of digital marketing on
social media which also increases customer base and helps hotel to understand customer
effectively. With the help of online analytical tools hotel can determine behavioural patterns,
needs and demand of customers and develop effective services to increase their satisfaction
effectively.
Use of Digital Marketing for Awareness
Digital marketing has increase the potential for hospitality industry to provide better services
and improve the customer experience. Hotel Hilton uses digital marketing to attract more
customers by providing effective information about all the quality services which helps to
increase the brand value of the business organisation. Digital marketing helps to develop
potential brand name in the market and improve trust to provide better opportunities to expand
business. With the help of digital marketing customers to make decision to opt effective services
and increase their satisfaction effectively.
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LO 2 CRITICAL ASSESSMENT OF HILTON
TASK 2
Digital Tools of Hotel Hilton
Digital tools are the technological resources which are used to generate effective
information to formulate strategies and enhance business position in market. Hilton hotel uses
different digital tools to increase its presence in market and improve its quality of services.
Hilton uses email-chimp for email marketing and Marketo (software) for automation marketing
which helps to increase customer services level and make them loyal to hotel. Online reviews
also help in digital marketing of hotel and provide better opinion to customers to make effective
decisions (HRISTOFOROVA and et.al., 2019). Digital tool helps to identify the issues and
problems in the operations of hotel. However, it increases the cost of business to maintain and
compete in market effectively. Promotional activities impact negatively on the business brand
value reducing the market share and impacting the quality of services. With the increase in
digital tool Hilton has implemented digital key and digital room temperature system to maintain
the temperature and provide better experience to customers which help to increase customer
retention and loyalty. Digital tools help hotel to increaser the speed of communicating with
customers and internal activities. It helps to manage and store information effectively. Its
increase the data security and increase the skill and knowledge requirement of employees to
handle all the data of digital tools.
Digital Platforms of Hotel Hilton
Digital platform is the online organization which helps to provide services to customers
and suppliers, this platform helps to improve knowledge of customers about products and
services which are currently offered by different businesses to increase customer satisfaction.
Hotel Hilton uses Facebook and Instagram to post its updated advertisements to provide updates
about new offers and discounts to customers (Gavioli and Bastos, 2019). This is different from
digital tools as platforms are adopted by hotel as it provides better market and procedures to
understand the market trends. Hilton hotel also increases customers from pay per click
advertising this also reduces cost and improves sales to grow in market effectively. Although
hotel Hilton analyses that using digital platform is largely dependent on the internet connectivity
and not every customers uses internet or social media platform (da Fonseca and Gustavo, 2020).
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Digital Channels of Hotel Hilton
Digital channel is the framework formulated to send and receive digital signals from one
lactation to another. Hilton uses this channel to increase communication efficiency of all the
branches in the world (Litvin, Goldsmith and Pan, 2018). This helps hotel Hilton to increase
connectivity and secure information from other sources. Hotel Hilton has its own digital; channel
which helps to provide safety and security of data. Organization uses email marking and content
marketing to increase customer base and it is different from digital tools and platform as it is
specially created according to requirements of Hotel operations to increase its productivity and
market share effectively. This also increases the digital presence of hotel in market by providing
proper knowledge to customers and guiding them to take decisions on technological channel.
However digital platform is ineffective as it is long term procedure to increase customer base .
This also increase cost due to limited due to lack of large audience of digital channels.
Television, radio, direct mails, newsletters, telephone are the methods which Hotel Hilton is
using.
TASK 3
LO 3
Digital Marketing Plan of Hotel Hilton
Digital marketing is an alternative to promote business products and services on online
platform to a big mass. Promotion of services and products can be portrayed by digital channel
to increase customer base and understand customers to satisfy them effectively (Leite and
Azevedo, 2017). Digital marketing is successful only when business has digital capabilities to
increase its productivity and reach market customers to sell their products and services
effectively. This helps business to be innovative and increase information about the latest market
trends to gain better market share to compete. Hospitality industry is increasing its demand
rapidly and the use of digital marketing is also increasing.
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Aim
To maximize profit and customer satisfaction by increasing customer experience and providing
premium quality products and services.
Objectives
 To increase sales of luxury services by 10% till the end of year 2020.
 To increase the market, share by 30% to increase holiday seeker in Hotel Hilton till the
end of year 2022.
 To enhance consumer experience by 20% in upcoming 9 months.
 To increase the profitability by 20% till the end of year 2020.
Strategies
Product Strategy
Hilton hotel must increase the efficiency of services by adopting technological equipment which
helps to increase customer experiences and improve the quality of stay. Digital tool and
channels need to be adopted by hotel which helps to understand customer needs and wants to
increase customer experiences and compete in market. Digital channel also helps to analyse
strategies of competitors. By increasing collaboration with digital travel agents Hotel can attract
more customers. Hilton also must innovate services which helps to improve holiday seekers to
increase their experience and use luxury services of hotel. High quality services will also help
hotel to increase profit margins (Wan and Law, 2017).
Price Strategy
To provide competitive prices to customers on digital platforms Hotel Hilton and also additional
benefits which involve online bookings, referral codes, extra discounts on selected travel agents.
This helps hotel to increase customer experience by offering them what they exactly want
(Semeradova and Vávrová, 2016). Holiday seekers also are price cautious and need low prices
to increase satisfaction. Hotel has to increase quality of rooms to increase customer base and
profitability to archive objectives of company.
Place Strategy
Digital marketing will provide better opportunity for hotel to understand the most demanding
places for holiday seekers to establish new branch and gain more profitability effectively.
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Collaboration with transport agencies for holiday seekers will increase the satisfaction and
experiences to attain objectives effectively. Hotel Hilton also analysed that with the help of
internet it can lower the cost of research and attract more customers for their luxury services by
gaining more technological advancements effectively. This helps to increase profit
maximization and improve quality of services . Hotel Grand Hilton needs to be increased to
attract more holiday seekers. Digital marketing helps hotel to understand effective place to
increase business and profitability.
Promotion Strategy
Hilton hotel uses digital channel to increase the promotional activities and attract more customer
as it reduces the cost of business and provide better opportunities to invest in customer
satisfaction and innovation of products and services effectively (Kotler and et.al, 2017). By
advertising it will attract more holiday seekers in hotel and increase high class customers by
marketing them members of famous clubs which increases their pride. Hotel need to increase
the promotion of Waldorf Astoria and Conrad hotel chains which are the luxurious hotels to
increase customer experience. Company also must adopt multi-channel capabilities to increase
customer engagement and improve quality of services effectively.
Tactics
Segmentation
Hotel need to segment their customers on social class, lifestyle, age, income levels to attract
customers in luxury hotels and provide them effective experience and gain maximum profits.
Hotel need to segment on basis of benefits to holiday seekers which helps to increase their
satisfaction. Hilton needs understand importance of customer mapping which help customers to
make decisions. This will help Hilton to understand customer's thinking and hotel's brand value
in the market (Slootweg and Rowson, 2018).
Targetting
Hotel target on customers which have high income level and wants to increase their status by
staying in a five-star room at premium prices. This will help hotel to gain better profit margins.
Hotel also need to target on families by proving them offers on email, calls, messages to attract
them increase their desire to go on holiday in Hilton hotel. Digital advertising also helps
customers to get influenced by the visuals and audio to visit the hotel and satisfy their wants and
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desires effectively (Hendrickson, 2016).
Positioning
Hilton Hotel should provide brief information, advertising and hire influential powers to
influence people to become hotel's loyal customers and increase satisfaction (Murphy, Chen and
Shapiro, 2017). Hotel Hilton has set its brand value for its premium quality of services and
luxury hotels at premium prices this can help Hilton to gain better quality of services and
product.
Implementation
Hilton Hotel must use proper communication channel for digital marketing and identify all the
market factors by PESTLE analysis and SWOT analysis. Management information system help
company to gain better inflammation and decrease processing time effectively . Implementing
Chabot’s helps to increase customer service level and improving the quality of digital channel.
Company also need to adopt effective technology which helps to compete competitors and
achieve competitive advantage in short run.
TASK 4
LO 4
Methods to Monitor and Measure Digital Marketing
Digital marketing need to be analysed by business to ensure effectiveness and
performance of marketing. It is very essential to monitor and measure digital marketing due to
large network it has high threat of new entrants and there are many frauds and cybercrimes
which decrease the efficiency and may also impact the brand value of Hotel adversely. By
monitoring and measuring performance Hilton determines smooth running of marketing digitally
and reaching targeted customer effectively. Due to increase in we traffic it decreases the capacity
of website and impact the sales of hotel. Travel agents are middle man and increase the sales but
reduces profit margins.
Conversions
Conversions is the process when customer develop interest in business marketing
campaign and wishes to use their services and products to increase their satisfaction level. This
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helps to evaluate how many customers have converted their business to purchase hotel services
to increase sales of hotel.
Online Sales
This method provides statistics about which marketing strategy is effective in increasing
sales on website of hotel Hilton. With help of web analytics tool hotel can track online sales
percentage and understand the factors which lead to increase in sales effectively (Minor and
Bratec, 2020).
Online to Business sales
This method helps to evaluate the number of customers which are attracted from
marketing strategy online through various digital channels and directly visit to hotel to increase
direct sales (9 Ways to Measure Digital Marketing Success, 2020). This method also helps to
measure and monitor customer behaviour as they are likely to visit hotel to see the services in
person before making a purchase of the services (Imad, 2019).
Leads and Sales from phone calls
Online enquiries and calls from customers about the services provided in the marketing
campaign helps Hotel Hilton to track and approach those customers to increase sales and
improve business profit margins effectively (Aswathy and Nair, 2020).
Website Behaviour
Website behaviours are the interaction which customer does to browse. Website
behaviours helps Hotel Hilton to understand the customer engagement with the marketing
campaigns. This method also provide brief information about what are the customer journey
from number of clicks to number of page visited (Alves, Sousa and Machado, 2020).
Website Visits
This method allows Hotel to analyse with help of analytics tools like google analytics,
which helps to measure traffic trends on digital channels where marketing campaigns are running
(De Pelsmacker, Van Tilburg and Holthof, 2018).
Page view per visit
This is measuring technique helps to understand that how many customers have visited
the marketing website and viewed the content to attract more customer (Kingsnorth, 2019). This
method helps Hotel Hilton to measure the effectiveness of marketing on digital platforms.
Time spent on website
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This method helps Hotel Hilton to identify the engagement of customers on the
marketing campaign on digital website. As more duration time means more likely to purchase
services and vice versa.
Bounce rates
Bounce rates is the inefficiency rate of marketing campaign of hotel Hilton n which could
not attract and increase sales of business. This method helps to measure that how many
customers has left the website without considering the services of Hotel. This helps Hilton to
understand factors which decreases the effectiveness of marketing strategy and resolves it to
improve efficiency and increase sales effectively.
CONCLUSION
This report had a detailed discussion on digital marketing of hospitality industry to
evaluate different challenges, opportunities which business analyses on digital platform. Report
also discussed the impact of digital marketing on digital presence of Hotel Hilton and which are
the effective digital tools, platforms and channels which hotel need to adapt to increase its digital
marketing efficiency. Hotel Hilton analysed different factors which helped to achieve its
objective of improving in luxury division and increasing value of holiday seeking customer by
providing them effective services. With help of digital marketing plan, it had decreased the risk
of hotel and adopted effective methods to monitor and measure the effectiveness of digital
marketing though help of digital analytics tools and systems.
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success/>.
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