Hospitality Digital Marketing: Opportunities, Challenges, and Impact

HOSPITALITY DIGITAL
MARKETING

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Provide an environmental analysis for Marriot digital presence, focusing on the opportunities,
challenges and the likely impact the digital environment for the industry.............................1
TASK 2............................................................................................................................................4
A critical assessment of Marriot Hotel business by comparing and contrasting it’s digital
presence..................................................................................................................................4
TASK 3............................................................................................................................................6
Provide a plan for organising digital marketing activities to support Marriot’s initiatives of
building multi-channel capabilities........................................................................................6
TASK 4............................................................................................................................................8
Provide key methods you will use to evaluate, monitor and measure the digital marketing
effectiveness...........................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Hospitality digital marketing is a process for getting the business products and services to
the customers in a satisfactorily manner. As in today’s scenario technology usage is being more
important and with this working effectiveness of the business become more enhanced and with
this more modification will get induced. The digital marketing helps the hospitality service
provider to target the potential customers and in addition circulate the required information in the
market through which positive change will get comprehend by the business (Adeyinka-Ojo,
2019). The marketing will get encompasses the different ways through which the hospitality
sector will communicate, differentiate and reinforce the brand products and services to the
customer. In support of the hospitality digital marketing opening the new doors to drive the
customers engagement, endorsement, feedback in more appropriate manner. This report is based
on the Marriott Hotels as it is the brand leader and offer the most powerful portfolio with 30
brands and 7,000+ properties across 131 countries and was founded by J. Willard and Alice
Marriott, and guided by family leadership since 1927. This report consist of an environmental
analysis that focusing on the opportunities, challenges and the likely impact the digital
environment for the industry, the key digital tools, platforms and channels, plan for organising
digital marketing activities to build multichannel capabilities and the key methods to evaluate,
monitor, measure the digital marketing effectiveness.
TASK 1
Provide an environmental analysis for Marriot digital presence, focusing on the opportunities,
challenges and the likely impact the digital environment for the industry
Digital presence is more relatable to the aspect through which the business want to enhance
and develop the profit and sales by attracting the large number of customer for the longer period
of time as it parallel develop the effectiveness of the business. It will also enlarge the reach of the
business by which the need and requirement of the business will get developed with more
perfection by which the strong relationship will get maintained with the larger (Boella, 2019).
The business will also get induced more innovation and creative in the working and that is
accordingly the feedback that is taken by the customers that support to make the long term
sustainability and continuous success as well. Marriot Hotel is a multinational brand and with
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this analyse the macro environmental factors along with different opportunity and challenges will
get measured as per the context of digital presence and as explained below as:
 Political: It is a factor that is more associated with the political conditions of the country
that has the direct impact on the working ability of the businesses. It is related to rules,
regulations and policy as like tax rates, trade tariffs and that has the direct impact on the
profitability of the business as Marriot operate the functions in various countries with that
expose the political environment and system risk by itself (Buhalis, 2019). In addition
UK has more stability within the country thus the fluctuation range of the policies are
also very less and it is more beneficial to all the companies in order to maintain the
adequate balance in between the working structure. There are some opportunity in
context of digital environment as there is no barrier toward the government about the
usage of the technological advancement thus it has improvise the use of digitalisation in
appropriate manner by which the reach of the hotel will get more expanded. There are
some Challenges too as like the ongoing state of the country will easily get judged by
the customer thus they become more selective while choosing the service thus the lack of
exposure will get faced by the hotel.
 Economical: It is more related to the factor as like the inflation rate, GDP, interest rate
etc that has the direct impact on the purchasing power of the customers and with the
better economy the stability and balanced in the country will get developed. It is more
beneficial for the hotel and with this they have make suitable profit by serving the best
and quality services to the customer with more attracted prices. Opportunity: with the
better generation of economy the people were also ready to invest more to enjoy the
hospitality services and with the support of digitalisation the need and demand of
customer will get analysed and the changes will get induce in the luxury services
accordingly (Viglia, 2018). Challenges: to get manage the digital marketing is more
costly for the business and the profit ratio will get divided thus to maintain the better flow
of service at liable cost is more challenging.
 Social: It is the factor which is more related to the societal aspect and reflects the sense of
belongingness and suitability of the people as per the culture, religion, demographics etc.
The belief and attitude of the population plays the vital role and with this Marriot will
understand the requirement and design of market (Buhalis, 2019). UK population is more
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