Hospitality Digital Marketing

This report provides an overview of the digital marketing landscape in the hospitality industry, comparing online and offline marketing concepts. It explores key trends and insights that are fueling the growth of digital marketing in the industry. The report also discusses the key digital tools used by hospitality organizations and the development of e-commerce and digital marketing platforms. It includes a digital marketing plan and strategy for building multi-channel capabilities and achieving business objectives. The report concludes with an evaluation of measurement techniques and actions for improving digital marketing plans.

Hospitality Digital Marketing

Contents
INTRODUCTION...........................................................................................................................5
TASK 1............................................................................................................................................5
P1 Overview of digital marketing landscape and comparison between online and offline
marketing concepts.................................................................................................................5
P2 Hospitality consumer trends and insights that are fuelling growth of digital marketing. .6
TASK 2............................................................................................................................................8
P3 Key digital tools used by hospitality organisation............................................................8
P4 Development of e-commerce and digital marketing platform..........................................9
TASK 3..........................................................................................................................................10
P5 Digital marketing plan and strategy for building multi-channel capabilities..................10
P6 Omni-channel marketing for accomplish of business objectives....................................11
TASK 4..........................................................................................................................................12
P7 Determine and evaluation of measurement technique and performance metrics for digital
marketing plan and strategy..................................................................................................12
P8 Actions for improving digital marketing plans...............................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Digital marketing works as an effective tool that is used to make the presence of
organisation on online platforms through using technology. It includes social media platform
such as Facebook, Instagram and Google advertisement. On the other side, Hospitality industry
works to provide and deliver an amazing experience to guest or visitors. With the globalisation
of business all industries are implementing digital strategy for increasing market size and
attracting more number of customers (Bilgihan and Nejad, 2015). This report is written from the
perspective of Hotel Hilton which is performing their work in hospitality industry at global level
through managing a large number of hotel chains. Moreover, this report highlights on digital
marketing landscape and key trends hospitality consumer trends. Digital tools used by various
organisation and development of digital marketing platforms will also be included in this report.
In the last, digital marketing plan and methods to implement omni-channel marketing are also
focused in upcoming report.
TASK 1
P1 Overview of digital marketing landscape and comparison between online and offline
marketing concepts
Digital marketing works as the component of marketing which is based on internet and
utilise online digital technologies to promote and advertise a product or service. Business
leverage decision undertakes digital channels such as search engine, social media, website and
emails. In context of Hotel Hilton management is more concerned about implement of digital
landscape for accomplishing goals and objectives in proper manner. This determines landscape
works as the collective measure for email, website, mobile devices etc. It results with the process
of digital marketing management of Hotel Hilton consider long term benefits such as
sustainability in competitive market for longer period (Boella and Goss-Turner, 2019).
There are various opportunities present in market which leads companies to gain long term
results in organisation. It refers that with right penetration of technology Hilton hotel maximizes
the booking of their hotels as large number of citizen are user-friendly with technology aspects
that helps management to approach opportunity for attracting large number of individuals. Cost
effectiveness and customization is another opportunity which leads hotels to advertise services
with implement of digital platforms. Example- Hilton hotel post its pictures on social platforms

and website to advertise its services with minimum cost. Content is most important tool for
digital marketing which is leading companies to generate visual perception in customers mind
through representing meaningful and right content to companies (Bowie and et. al., 2016).
Comparison between online and offline marketing concept
Basis Offline marketing Online marketing
Meaning The concept of offline marketing
refers to promote and sell products
and services by advertising through
billboards, banners and posters.
The online marketing works as
the practice by which hotel
Hilton spread its message with
help of digital and electronic
devices.
Methods Print advertising, meetings, trade
show etc. are the methods which
assist company to promote services
in the market. It is a long term
process for company to promote its
products.
Social network, SEO, blogging
etc. are the most important
method of online marketing.
This leads companies to share
information in minimum time
period.
Price Offline ways are more costly and it
also impacts on the selected area. It
refers that to promote products in
more area management invest huge
amount of money.
Prices or cost is more important
aspects for each organisation. So
with digital tools it is easy to
promote products into large
area.
Along with thus there are various benefits also achieved by organisation which helps
company to gain long term benefits. The major benefit which is gained by management of Hotel
Hilton through digital marketing that company is able to promote its services at global level.
Along with this goodwill of the organisation is also improved by generating positive perception
about hotel (Buhalis and et. al., 2019). Example- customer review on website works to improve
image of hotel among another customers.
P2 Hospitality consumer trends and insights that are fuelling growth of digital marketing
Customer insight is also known as the consumer insight that is used for understanding and
interpreting customers data, information, feedback and behaviour etc. into conclusion which is

used for improving product development as well as customer support. Some of the consumer
insights are mention as follow:
Food of the future- Hospitality industry is growing with rapid speed as it includes a
broad concept which includes accommodation, restaurant, travel etc. So with the implement of
digital marketing chef are able to promote dish and provides virtual experience to customers.
This works as positive perception for Hotel Hilton to promote all products in the market (De
Pelsmacker, Van Tilburg and Holthof, 2018).
Circular economy- Economy plays an important role in the organisation which leads
company to perform all task and objectives with earning good amount of profits. There is various
range of environmental, socio-demographic and economic indicator leads management to earn
better amounts. Hotel Hilton provides develop positive relations with stakeholders so it is easy
for them to enhance overall economy of country.
Trends
Personalisation- All industries need to perform all work as per consumer demands and
needs. Hospitality industry works for satisfying needs of customers in proper manner by utilising
right data and information. Therefore, personalisation concept leads individuals to manage task
and its operations through treating them as an individual. So with digital tools it is easy to
communicate and understand needs of customers in minimum time period.
Smart hotels- A smart hotel recognise as an organisation which utilise the methods of
internet-enabled devices that are useful for transferring data from one device to another with
auto-mated ways. Smart hotels totally work with base of Internet and technology. It is mandatory
for Hotel Hilton to adopt smart techniques for satisfying needs of customers in appropriate
manner (Demirçiftçi and Kızılırmak, 2016). Example- For design and control of room devices
through implement of phones or single remote.
To fulfilment of consumer needs and wants there are various challenges faced by Hotel Hilton to
manage their work according to customer expectation as they are too dynamic in nature. Digital
marketing technology is one of the challenges which are faced by organisation as it involves
large number of application into all functions of company. Along with this guest service digital
technology is another challenge that impacts on services of hotel. This refers that all consumers
or visitor are not aware about smart devices or technology. So customers face challenge to deal
with technological that impact on technological aspects and customers satisfaction level.

With the above analysis it is analysed that there is large difference between online and
offline marketing methods. Along with this there are various challenges are also impacts on the
overall techniques of company through determining aspects and needs. Like, in present scenario
customers are not focused towards brand but they prefer those organisations which provides
more satisfaction level and match with customer needs and wants (Gursoy, ed., 2017). So with
implement of right digital technology it is easy to gain long term benefits.
TASK 2
P3 Key digital tools used by hospitality organisation
Digital tool are one of the most essential part for the present organisation that are
performing its work with motive of earning huge amount of profits. Some of the most effective
digital tools that are beneficial for hospitality organisation are mention as follow:
 Screen cloud- Digital menu, better room services, smart-electronic devices etc. all are
most efficient part for an organisation which is performing their work in hospitality
industry. Example- with smart electronic devices Hilton hotel is able to save electricity
that increases in profits. Along with this it also helps to generate better goodwill in
market.
 Upserve- This techniques refers that organisation utilises and evaluates all methods that
provides benefits to society in order to arrange them on priority basis. This refers there
are large number of functions are performed by hospitality industry. Therefore, it is
mandatory for Hotel Hilton to manage task in sequential manner for performing there
work in best manner.
 Side kicker- With qualified seasonal staff it is identified that there are various platforms
to recruit right individuals are present in market but they are not too effective. Therefore,
Hotel Hilton is more concerned about retaining potential staff for longer period. with
implement of Side kicker tool staff turnover issue is easily managed by company.
Digital hardware leads organisation for reducing cost of their operations due to which
operational efficiency of services is increased. Technology and digital hardware helped tourism
and hospitality industries for replacing human labour with automated machines (Hendrickson,
2016). This result it is easy for hotel Hilton to boost overall performance of its operations and
functions. Moreover, it also decreases labour cost and also helps to deal with customer issue.

P4 Development of e-commerce and digital marketing platform
Digital platform can be defined as a technology based model that is used for exchanging
information between different groups. This is used for generating clear terms and conditions that
relates with rights to save intellectual property (Kannan, 2017). It helps consumers as well as
providers for generating trust by developing an effective network platform. Some of the effective
digital platforms are mention as follow:
 Facebook and Instagram- This tools are one of the most effective platform that is used
by all citizen and individuals of a country. In the present scenario, it is also easy for all
consumers to generate campaign easily in market through following corporate
accounts and leaders. Hotel Hilton monitors accounts of its competitors for analysing
strategy and it also used to increase the number of followers. Further, essential
information also share through social sites.
 Website- The main motive to develop website is to introduce about providing brief
description about hotel. Majority of the organisation whether small or large develop or
make their personal website to generate business with help of online platforms. From
perspective of Hotel Hilton management provides online booking platform to visitors
as it is convenient method for both parties to deal with each other.
 Linked in- It is one of the most effective platforms in present scenario that is used by
all organisation and professional to manage their work with implement of digital
platform. Hotel Hilton enhance large customers base through various social sites but
to expand market with professional people management communicate with customers
through Linked-in method.
Digital tools and techniques lead companies to earn better amount of income by performing
multiple task at the same time. Hospitality industry is enhancing their business size and revenues
with help of social sites and platforms (Lanz and Carmichael, 2015). This refers with implement
of right techniques such as to advertise services with digital tools as it is a cheap source for
promoting hotel at global level.
Mckinsey’s model for promoting products is also implemented to understand digital platforms in
better way.
Products- Hilton hotel is well known for its services so with digital tools it is easy to make long
term results by offering similar services to all individuals at global platform.

Price- Cost and price are most important aspects for offering services so with digital accounting
software it is easy to calculate and decide right prices of services.
Place- Hilton hotel is a large chain and manage its business at global platform. So of its place are
present in central market area which leads company to earn better amount of profits by
approaching more number of customers (Leite and Azevedo, 2017).
Promotion- Digital platform are used by hotel Hilton to advertise company services because it is
less time consuming to reach towards large number of customers.
People- This refers that individuals or employees are crucial asset for hospitality industry
because its business depends on customer satisfaction level. So with right people Hotel Hilton iss
able to generate more effective results by performing all work easily.
Process- Hotel industry is broad in size so it is mandatory for Hilton to generate organised and
transparent process for all operations in order to satisfy customer need properly.
Physical evidence- With this aspects it is identified that physical evidence of Hospitality industry
refers to restaurants, transportation and housekeeping department to increase customers
satisfaction level.
With all this areas it is also determines that online booking and e-commerce are the current
platform which is leading company to earn more amount of profits because it is increasing new
market opportunities for hotel Hilton (Leung, Xue and Bai, 2015). Moreover, the growth and
booking of online platforms also concern that market expansion is most important tool for
organisation to gain long term results.
TASK 3
P5 Digital marketing plan and strategy for building multi-channel capabilities
Digital marketing plan is defines as the document which is used for sharing details relates
with planning digital marketing campaigns and actions. Hotel Hilton formulate digital marketing
plan for considering and promoting luxury divisions for organisation. Steps undertaken by Hotel
are mention as follow:
 To build target market- Hilton marketing team target all those persons who are frequent
traveller and post their update on social site with regular periods.

 Identification of tools- With implement of right digital tools management earn better
amount of profits to earn more revenues. Creative and unique website is developed by
Hilton hotel to approach right customers.
 Audit of plan- after deciding right plans and strategy it is identified that management is
concerned to earn long term profits. So with improve of operations and function like
audit of plans leads customers to complete work within budgets.
 Monitoring and controlling- This is last step for organisation which leads management to
generate and evaluate right steps (Minazzi, 2015). It results management concerned
desired outcomes by performing all task in right manner.
Content strategy- It is the key which is used for ensuring right strategy that leads to ensure right
results for generating better sense and value in optimize all those resources which is used for
creating long term ideas.
Multi-channel marketing strategy is the implement of a single strategy among different
multiple channels. The main aim of multi-channel marketing is to generate maximum
opportunities through which it is easy to interact with prospective customers. Hilton hotel
introduces online and offline platforms so it is easy for customers to reach towards them.
P6 Omni-channel marketing for accomplish of business objectives
Omni channel marketing work as an effective approach which offers customers a complete
seamless and integrated shopping experience to customers. This is concerned about offering
better experience that start with first touch-point and end with consumer buying decision making.
Steps to implement Omni-channel marketing is as follow:
 Understand of customers behaviour- organisation is more concerned about evolving
more number persons or workforce in goals. this results with approach of customer it is
easy to generate results which increases customer base (Ristova and Maglovski, 2018).
 Establish of objectives- With customer base and identifying of company needs as well as
habits management enables organisation to understand and prioritise those opportunities
which is leading Hotel Hilton to achieve its objectives in specified time period.
 Implement of new processes- for organisation to meet with their omnichannel objectives
management need to adopt business processes for completing their work with cross-
functional techniques. This is also used for generating changes as it is used for
presenting and implementing right structure.

 Dealing with data- information and data perform critical role in omnichannel story. This
refers that with deliver of right information and content to customers, employee
implement right touch point at right time. Sometimes it also work right technique to
perform work with multiple channel methods.
 Technology- Globalisation implements technology among all operations and functions.
In the present scenario, CRM system is used to record data for analysing better analysis
to implement data sat in it (Schuckert, Liu and Law, 2015). It is also providing
maximum productivity to organisation for leading and managing long term challenges
that generates better e-commerce interactions for plans of management.
With the above steps it is identified that management is concerned about development of long
term goals and objectives which leads Hotel Hilton to generate and develop all plans according
to luxury divisions of services. This determines with the goals of luxury management of the
company is concerned about purchase patterns of customers. Example- Target market of hotel
Hilton relates with offering services in minimum time period. CRM system also work as a
technique which helps Hilton to perform task as per decided plans.
TASK 4
P7 Determine and evaluation of measurement technique and performance metrics for digital
marketing plan and strategy
Digital marketing metrics and KPI are used by the hospitality organisation such as Hilton
hotel develops more values in their operations for tracking marketing campaigns. Digital
marketing teams use different tools by promoting services and products to track better results.
Some measurement techniques for digital marketing plan are as follow:
Time frame- With complete of all work and projects as per time it is analysed that management
is focused towards managing and leading projects that relates with success of company.
Accountability is largest frame that is large and work as per reach of goals. Like, it is used to
commit and develop concrete time frame whether it is long period or short period.
Specific details- By expose of target audience towards the brand content lead company to
develop right success plan through providing relevant details related to organisation (Šerić, Gil-
Saura and Ruiz-Molina, 2014). Along with this right and specific details prepare management
of Hotel Hilton to implement right campaign in organisation.

Website traffic- The website serves you a large base to perform work through which
organisation works and develop themselves as a brand. Example- digital marketing efforts
focus on recognising and attracting more traffic on the company website. Hilton is managing
their with implement of long term plans through which all task generates long term traffic.
Similarly, individual campaigns are also focused to list themselves as a brand that increases
reach for social media. So ultimate goal is to provide more traffic on sites that work as a
campaign to increase brand awareness about hotels.
Traffic by source- It is a useful website who control the traffic and manage exactly all visitors
who are coming better results. With myriad marketing platforms desired and effective results are
gained that provides maximize satisfaction level in minimum time period. It is also used to
determine better sources that need more attention. Example- with right decisions Hilton hotel
attracts national and international visitors to perform work. This is also used to determine and
develop luxury design for offering valuable content to customers (Shabani, Munir and Hassan,
2018).
Incremental sales- With understand of incremental sales definition it is easy for organisation to
measure better contribution that relates with marketing efforts and enhances sales revenue for
company. With this KPI emphasizes better and close relationship among sales and marketing in
order to identify those methods that lead customers to convert prospects into paying customers.
Hilton hotel also brought those changes among media for test implemented changes.
P8 Actions for improving digital marketing plans
Digital marketing works as an integral part for implement of growth strategy in a business.
This is mandatory for all employees that speed up and generates all those factors which get
company to work as an online brand. It is also beneficial for organisation to offer long term
results by calculating all measures of company and its website.
Skill up of team- With better and potential employees it comes to complete task with digital
marketing strategy. Digital techniques and goals also work as the technique that attend
employees for adopt essential skills for leading company to generate long term results (Rather
and Hollebeek, 2019). Hilton hotel organised digital programs that access courses to complete
work by providing right training to all employees.
Outsource of digital marketing strategy- Professional assist and organisation to lead long term
experience by allocating all task to experts. With limited resources it is determines that there are

various options work to enhance overall productivity. Professional individuals make sure all task
which are completed by management leads to perform work by generating transparent results.
Hilton hotel perform all and manage its task that directly increases customers satisfaction level.
Example- social media channel advertise hospitality services among different countries.
Digital marketing websites- Large number of digital marketing website are generated with
motive of representing themselves as creative purpose (Ahmad, 2015). With search engine it is
also easy to fill right information with help of online marketing techniques. Hilton hotel provides
various hints and tips that is used for optimising better website that ensure its sites are attractive
and advice to offer amazing virtual experience to users. Example- with optimise resources that
concern to develop and implement user-friendly website that is easy to operate from all devices.
CONCLUSION
From the above report it is summarised that digital marketing perform an important role
that is used to generate better results by implementing right strategy for organisation. Digital
marketing landscape also implements right techniques that lead to make right plans for
performing all work as per current concepts and ideas. Along with this by analysing current
consumer trends and customer insight customers implement right digital marketing strategy for
generating positive outcomes from all operations. Moreover, there are various digital tools are
also utilised to offer better services in hospitality industry by understanding customer needs and
wants. E-commerce and digital marketing platforms like website, blog etc. also leads company to
perform work with modern tools rather than tradition tools. Digital marketing plan and strategy
to offer luxury services with implement of right marketing channel. In the last, KPI and digital
metrics is also used to measure and evaluate performance metrics related with marketing plan
and strategy.

REFERENCES
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