Hospitality Digital Marketing

Hospitality digital
marketing

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
Environmental analysis of Hilton Hotel.................................................................................3
LO 2.................................................................................................................................................5
Key tools, platforms and channels used by organisations......................................................5
TASK 3............................................................................................................................................7
Plan for digital marketing activities to support Hilton hotel..................................................7
TASK 4..........................................................................................................................................10
Methods to evaluate, monitor and measure digital marketing effectiveness........................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
In the recent era technology is being highly used by businesses so that they can increase
their digital presence in market and reach to a large number of customers in real time in a cost
effective and measurable manner. Digital marketing help hotels to reach to their potential
customers and provide them detailed information about their services so that a loyal customer
base can be established. Digital marketing also help hotels in tracking the buying habits of their
customers through which changes in their strategies can be made to attract customers and
increase their sales (Adeyinka-Ojo and Abdullah, 2019). In this report Hilton Hotels and Resorts
is taken which is a global brand of full service hotels and is headquartered in Virginia, US. The
company has a widespread presence in 85 countries through its 586 branches having 251,623
rooms so that its customers can be provided with luxurious services enhancing their lodging
experience. In this report the opportunities, challenges and impacts of digital environment on
hotel will be discussed along with the digital tools, platforms and channels which can be used by
it. Further a comparison of its digital and store presence will be done along with methods of
monitoring and measuring its digital marketing will be done in this report.
LO 1
Environmental analysis of Hilton Hotel
Digital marketing is being increasingly used by companies so as to increase their saes and
reach to a large number of customers in a cost and time effective manner. This help them in
reaching to new customers and track the changing needs and wants of customers so that
innovation in their products and services can be brought which can help in attracting more
customers. In order to sustain in the market successfully Hilton which is a global brand in
hospitality industry must analyse its external environment so that so that opportunities and
threats present in the market can be analysed. Following is the external analysis of Hilton so that
external environment related to digital market can be analysed:
 Political: These are the factors related to the political situations of country which are
related to the rules and regulation of ruling government like trade tariffs, tax rates etc.
which affect businesses working in the country. UK is a politically stable country which
means that the rules and regulations of country do not change frequently which benefits
companies as they do not need to make changes in their company structure and norms
due to changing country laws (Bowie and et. al., 2016). Opportunity: As there are no
political restrictions on use of internet in UK and the support of government in
digitisation of economy gives Hilton an opportunity to expand its digital marketing
strategies so as to reach to a large number of customers. Threat: The government might

affect advertisements of company which might lead to a lot of exposure of company
facilities to inform customers about the hotel.
 Economical: These are the factors which are related to economic conditions of market
which depend on purchasing power of people, GDP, interest rates etc.UK is economically
stable which means that the purchasing power of people is high and economy of country
is growing. These help businesses to sell their products and services profitably in the
market. Opportunity: As the economy of UK is strong Hilton can use digital marketing
so as to track the market needs and give its customers most luxurious services which can
help in increasing their satisfaction thereby enhancing brand image of hotel. Threat: The
increased use of digital marketing can increase the cost of Hilton which will lead to
increased price of hotel. This might affect the company sales as customers will find other
alternatives that can provide high quality service at lower price.
 Social: These are the factors which are related to society in which company functions and
operate and are related to the composition of people belonging to different demographics,
culture, religion etc. which affect their spending pattern thereby affecting business
profits. The social factors in UK are favourable for Hilton hotel as people have high
spending power which means that they can afford the services offered by hotel.
Opportunity: Hilton can use digital marketing so as to reach to a large number of
customers and increase their market base. Threat: The taste and preference of customers
keep on changing which are difficult to be tracked even with extensive use of digital
marketing which means that high investment in digital marketing can increase company
costs (Dinis, Breda and Barreiro, 2020).
 Technological: These are related to the increased R&D promoted in country and
advancements in technology which is possible in the country which affect business
growth and expansion. UK is a technologically advanced country which means that
digital marketing can be innovatively used to reach to a large number of customers in the
country. This can help Hilton in expanding its business in UK and gain a competitive
advantage in the market. Opportunity: The increased digital advancement can help
Hilton to use digital marketing in an efficient manner so as to increase the customer base
and increase its sales which can help in enhancing its profits. Threat: As the digital