Hospitality Digital Marketing: A Report on Hilton Hotel's Environmental Analysis

This report provides an in-depth analysis of Hilton Hotel's digital marketing strategies, including an environmental analysis, key digital tools and platforms used, and a plan for digital marketing activities. It also discusses methods to evaluate and measure the effectiveness of digital marketing efforts. Explore the impact of digital technology on the hospitality industry and the importance of customer insight and understanding.

Hospitality Digital
Marketing

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Develop the digital marketing report on Hilton hotel and require to offer an environmental
analysis in detail manner.............................................................................................................1
TASK 2............................................................................................................................................2
Key digital tools, platforms and channels used by different companies and comparing its
digital presence............................................................................................................................2
TASK 3............................................................................................................................................4
Develop a plan for digital marketing activities to support Hilton Hotel.....................................4
TASK 4............................................................................................................................................7
Methods to evaluate, monitor and measure digital marketing effectiveness...............................7
CONCLUSION................................................................................................................................7
REFERENCES..............................................................................................................................10

INTRODUCTION
Hospitality digital marketing refers building and maintaining presence online. It can be an
activity of executing all the business actions and operation by implementing digital tools and
technologies. The conception of digital marketing was introduced in 1900s and since this
approach have changes the face of doing business (De Pelsmacker, Van Tilburg and Holthof,
2018). It is important to make development in different segment of organisation in new customer
base are generated to increase profitability and revenue of the organisation. This report is based
on Hilton hotel which provide hospitality services and commodities like accommodation in form
of hotel and resort. This report carried out on the basis of different technology influence the hotel
companies. This company was established in 1919 by Concord Hilton and headquartered in MC
Lean, US. This written document will discuss about different development options and
challenges in existing marketplace. Along with it, impact of digital technology over hospitality
firms will also explain. Further, will explain about that it is essential for a company to analyse
and control digital activities in efficacious manner for smooth functioning of the enterprise.
Digital marketing plan is crucial to the hotel to make improvement in the sales and profitability
till a long time frame.
TASK 1
Develop the digital marketing report on Hilton hotel and require to offer an environmental
analysis in detail manner
Digital marketing and digital landscape:
Digital marketing is an activity of marketing of commodity and services of a company by using
digital technology like internet, social media and mobile phone apps, display advertising, web
advertising and by utilizing other digital medium (Litvin, Goldsmith and Pan, 2018). Digital
landscape is a aggregated name for websites, email, social networking, mobile devices, videos
etc. These tools used in sells of the products and services of an organization.
Drivers of digital marketing Opportunities:
Use of social media tool- In current scenario, make development in business of
organization. Management use different digital marketing features like social marketing, email
marketing and other marketing platforms. For example ,in Hilton hotel if the management utilise
social media tool like Facebook, Instagram, Twitter and others to create spread awareness about
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the products and services of hospitality organisation. This marketing tool provide growth option
to respective organisation to increase the number of customers as well as the attention of the
customers. Because in the current scenario also using the Instagram, Facebook and other social
media apps so if any organisation using these apps to promotes its product then gives growth to
specific product as well as that company. One advantage is that it is a cost effective.
Evolution of technology-
It is also a key driver of social marketing which provides promotional help to any particular
productive firm (Morrison, 2018). Now these day, there are many technologies are inventing
with the help of artificial intelligence and advance system which are also helpful in spreading the
business of organisation. For instant, in Hilton hotel, its organisation can use the technology for
the room booking as well as check-in and check-out services. This technology is also helpful for
both the visitors and company as well, it provides queues less check in and check outs as well as
administration have no need of employee for booking.
Differentiation among online and offline marketing
Basis Online marketing Offline marketing
Meaning It is an action of leveraging
web based channels to
transfer information and
message about company’s
commodities, services and
brands to its potential clients.
It is an activity to build brand
awareness and reach till
customer to satisfy the
necessities of target
audiences of a firm.
Cost It is less costly as the
techniques and tools of
online marketing are cost
effective (Herrero, San
Martín and Collado, 2018).
Offline marketing is cost
consuming because the
marketing which is conduct
by using tools like billboard,
banners, Radio
advertisement etc.
Tools There are several tools such
as blog, social media, email,
content marketing and
websites etc. that a company
There are different tools and
techniques that are used by a
company in context of
marketing are TV, radio,
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utilise for the marketing of
its goods and services.
banner, pamphlets, news
paper, brochure, posters and
many more.
Benefits of digital marketing-
Digital marketing is play an important role in the growth and development of different firms as
well as organisation. It is also have some benefits in respect of Hilton hotel as prescribed below:
Globe reach: It is also beneficial for the multipurpose companies which works in different
fields worldwide. By using digital marketing, Hilton hotel's administration can handles its
business worldwide in the different nations and provides its facilities and offers to the
customers(Gibson and parkman,2018).It provides help in terms of increasing profit and
productivity of company.
Lower Cost: Another benefit of digital marketing is that it can reduce promotional cost of
organisation. By using the social media app for publicity or promotional of the organisation
which is cost effective. In Hilton, its administration can save the cost which they invests for the
promotional and publicity for their hotel's services and facilities.
Use of digital marketing in various sectors:
In current Era, Different company belongs to different sector using the digital marketing
to provide the latest update for their new services and products to their new as well existing
clients. In case of Hospitality sectors, their administration can use this for the promotions and get
the people familiar with the brand with the help of digital technologies and social media
apps .For example Hilton can use various platform like email marketing,web marketing and
social media to provide awareness to the people about the brand so that the people get aware of
it. With the help of mobile application, Customer can book the rooms through app and also get
updates regarding benefits or offers available their regarding the hospitality firm.
Importance of customer insight and understanding:
In these days, Social media is very important tool as customers are depend over the social
media apps. For the update of news in spite of reading newspapers mostly every customers goes
through mobile app. So it is also important for Hospitality firms like Hilton and others to use the
digital marketing for their brand promotions as well as promotion of their products and services
to catch the sight of customers. By using web advertisement, social media and other internet
platforms company can easily provides the information about their firm to the customers. In term
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of company, Customers is very important because they are main source for the growth of the
company business(Guaracino and salvato,2017). So, Basically by using those apps which are
highly used by customers, company can easily attract their clients.
TASK 2
Key digital tools, platforms and channels used by different companies and comparing its digital
presence
Business sector used lots of tools and platform and channels for their growth and
development in context of Hilton, the management used so many different channel to raise their
profits and productive. Some tools to raise profit and productive.
Use different digital platforms and internet for revenue generation
Official website: Website is common platform to make company profitable . for hotel
booking website is a best tools to make new customer and for offer new rewards. People can
easily book hotels from any place of the entire world. At present hotels has leave their tradition
method of business. They have opted new modern way of business digital platform. They also
using the search engine and developing personal software to improve their ranking.
Social media : is also essential tools and in present era . its play a vital role to maximize the
profit of any organization . each organization using different-different platform like Facebook,
Instagram, Twitter etc. Its very simple and fastest way to catch market place. Group creating on
social media to aware client and society and reach to new customer . market is change with very
fast that’s by social media play a big role. Awareness about product and service through
advertise and blogs on social media. We can provide accurate information till end user through
social media.
Resolving issue and queries : According to customer demand, we know each people have
different perception about any product and service so we have to solve all people query and
aware them why and how their product usable for customer (Kannan, 2017). Without facing the
problem any organization can’t attract the new people but main concept is to solve the issue and
problems.As we know many organization provide 24/7 service to customer problem centric. We
call it customer care. At present area customer want immediate problem solving service.
Different types of digital tools and hardware
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Digital marketing tools is an implausible marketing technique that are allowing company
to deliver and transmit their message to consumers and get data regarding their needs and
demands there are several digital marketing ways and techniques that can be utilised by the
management of Hilton hotel in term of attaining success and growth or making enhancement in
its business (Buhalis and Sinarta, 2019). The explanation of some digital tools are defined a
under:
Content marketing- It is a crucial tool of that includes the innovation and transfer of
online items and commodities like blogs, videos and social media posts etc that does not
explicitly market a brand is intended to stimulate interest in its goods and services. In Hilton
Hotel, with the assistance of this technique, the administration of the firm can make videos of
hotel to provide information about the services of the company. It will enable in getting attention
of customers regarding company and assist in sustaining till long term duration in the
competitive market place of a particular business sector.
Search engine optimisation- It is a technique of marketing of the goods and services of a firm. It
is a process of optimising organisation website to gain unpaid, organic, traffic from search
engine. It is one of the marketing channels and tool, that set up appropriately, can continue to pay
dividends over time (Nayyar and et. al., 2018). In Hilton hotel, by using this marketing channel,
organisation can offer effective user experience to its potential customers. It is also effective for
the firm because it include low advertising cost and offer correct data and information to target
audiences
Consumer life cycle stages of digital adoption
Consumer life cycle is a form which explains the diverse stages a consumer goes through
when they are determining, buying, using and remaining loyal to a particular commodity and
service, the phases of this cycle are defined as under in reference to Hilton Hotel in form of
digital adoption:
Awareness- It is the first step and in it, if the administration of respective hospitality company
utilise new and innovative digital tool and create awareness about it (Zsarnoczky, 2018). So that
they can build good relation with customer and customer can effectively search it in easy way.
Engagement- In this phase, consumer make an effective purchase. When they have clear
and brief information about the firm, they will start seeking out organisation’s marketing content
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by following on social media, signing up email etc. It will help in making effective engagement
with the company and getting information about its commodities and services.
Evaluation- It is the next phase of this life cycle in which, after engaging individual with
the help of marketing content and other promotional tools, the firm make evaluation that these
marketing tools are effective for the organisation. For instant, they determine diverse tools such
as company website and mobile application to take advantages of services then they measure that
mobile application is an efficacious and appropriate tool & technique and with the assistance of
it they can get deep and accurate information regarding organisation and its services.
Purchase- In this phase, after identifying effective technique of marketing the consumer
buy the commodities and services of the firm by using this tool. For example, in reference to
Hilton hotel, if consumers monitor that with the assistance of mobile application they can get
information in ease way and then they utilise this technique to take the advantages of services
which are provided by Hilton hotel such as room booking and payment with the help of them
Product and support experience- In it, consumer determines and monitors their experiences of a
particular service that advantages are taken by them. For example, if the customer book a room
and then they take all the benefits of the services which are provided by the respective company
(Grotte, 2018). It provides favourable and unfavourable experience to them. If they have positive
experience then they show their loyalty by repurchasing the services from this hospitality firm.
Bonding- It is the last step of customer life cycle, if the administration of the company
serves good and effective services to its potential clients and treats them in better manner. Then,
it will help in making a good bond among customer and company.
Growth of online booking and e-commerce
In present era, individuals are busy in their work and most of the population is working
so they have not time to go to market and buy goods and services. So they like to use online
shopping and e-commerce to purchase their required goods and material. In context of hospitality
sector, people prefer online booking and due to get rid of the problem of front desk service and
escaping from queuing issues (Boella and Goss-Turner, 2019). At current time technology is
much develop so without wasting their time, people can book their room and also can do self
check-in and check-out. There are numerous companies that offer effective technical service to
its customers so that they easily book their rooms and take the advantages of the services that are
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offered by Hilton. With the help of mobile application and company website, they can book their
room and make the payment of the service through net banking. These digital tools form easy
booking activity and help in attracting consumers by using digital tools and make growth in
online booking and e-commerce.
TASK 3
Develop a plan for digital marketing activities to support Hilton Hotel
(a) Luxury Business Division
Identify the Channel
This is critical and important step through which a company explore the various channels for
reaching the right set of customers in an effective and fruitful way. Reaching to the identified set
of customers which has impactful conversion into revenue is the most crucial process.In context
of Hilton having a legacy presence in the market it is more important for right placement of
brand to the prospect customers. In UK majority of population is salaried which includes top
executives of various corporate as well as their elite clientele (Murthy, 2018). To reach out such
segment one of the effective way is the digital marketing platforms as majority of customer base
is tech savvy.
In an industry that is extremely human centric and experience driven, digital promotion
helps the organization towards direct and personalized reach to the target set of customers.
Additionally, digital marketing is more cost-effective mode of reaching the customers with the
personalized set of promotional activities. A personalized human touch has more chances of
conversion into sales. With the assistance of digital marketing tools Hilton can have a better
reach to the wide set of customers not only from the UK but across the world travelling to the
UK. It will help Hilton to boost its luxury business sales in a profound manner.
Developing Objective
Once zeroed down on the identification of the channel next step is the developing the objective
for the organization basis which the execution of marketing and promotion plan is developed.
Referring to the Hilton group, their main objective is to achieve the top line growth of over 20%
in the coming 8 months period along with 100% increase in the present net profits from the
luxury business division (Griesmayr, 2019). Execution plan includes finalizing the different
parameters and touch points which connects the customer with the brand and helps Hilton
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convey the right message to the customer. In current scenario, major objective is to sail through
the luxury experience message to the target customers who include the legacy of the brand and
the various luxury services being provided to the customers by Hilton group. An effective
message will have high chances of conversion into sales. A crisp and clear communication will
help company to boost up the top-line as well as luxury business will fetch higher profitability
for the group.
Determine Target Audiences
Identifying a right set of target audience is critical and most important as it enables the
organization to channelize its resources to those customers having high potential for sales
conversion. Referring to the Hilton luxury business division, management of the group is
majorly focused on quality and pricing of the service experience that is being rendered to their
target customers. Hilton group should focus majorly on the corporate having their executives
travel across the country, elite clientele of those corporate travelling to UK, HNI individuals of
the country for their holidays and HNI tourist travelling across the world to the country. Major
reason for selecting these target customer segments as they are more tech savvy and digital
marketing promotion will help the Hilton group for effective marketing and promotion
communication to the target customers.
Generation Integration
In the final phase, Hilton Group needs to ensure the conversion of sales through effective digital
marketing promotion activities (Gibson and Parkman, 2018). The right set of digital promotion
which includes highlighting the brand image, legacy of the group and luxury services provided
by the group is most critical part for generation of business for the group. Group should ensure
that the key factors mentioned above are clearly been reached to the target customers and sales
generation is happening through that. Simultaneously a customer feedback mechanism should be
in place on digital platform which helps group understand the customer needs, improvement in
services required leads to a better customer experience and loyalty towards the group. It will give
group more loyal customers result into repetitive sales for the group and advantage over the
competition.
(b) Active Holiday seekers
Identify the channel
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It is the first phase in which Hilton Hotel take an initiative in from of making expansion
of all over profitability ratio of its travel function (Ivanov and Webster, 2019). With the high
usage of online or internet tools between people, Hilton hotel form attempt by utilising social
media marketing techniques, advertisement both online and offline way and by using SEO as
well as email marketing. By utilising these marketing tools, the administration of Hilton hotel
can get attention of numerous customers and can make development in the proficiency ratio
among rivals.
Developing objectives
In it, Hilton hotel form an effort to determine the market trends and competition so that
by analysing them the administration of the company can take accurate decision to attain
predesigned sales target in set time frame. The Objective which is frame by the administration of
Hilton Hotel regarding active holiday seekers is that, “to increase the profit margins of the
company by 10% in next 7 months timeframe.” In reference to it, main purpose is to collect
different values, norms, culture and values regarding making effective relation with consumer
and other business venture that support the respective firm.
Determine target audience
In this step, the management of respective hospitality company determine its customers
who are showing their interest in taking the benefits of the services that are offered by the firm
and making their involvement in improving profitability and capability of this firm
(Kandampully, Zhang and Jaakkola, 2018). The management will target youths, families and
young travellers for this holiday package because this kind of tour package include adventure
tour, vacation tour package for families. It will help in making development in the growth and
success of the company in term of offering interested services in form of tour packages that are
liked by holiday seekers.
Generate integration
Due to fast improvement of population who interested in multi channel communication.
It empowers Hilton Hotel to integrate its several marketing communication techniques in
reference to deal with rivalry in an innovative way (Kannan, 2017). By utilising this strategy, the
enterprise can make better relationship with its consumers and help them to find out new
customer in amended manner. Along with it, application of appropriate marketing techniques,
helps in acquiring reviews and feedback on the basis of response from organisation’s goods and
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services. With the help of this, it assists the firm in accomplishing cutting edge performance
between rivals in an appropriate manner.
TASK 4
Methods to evaluate, monitor and measure digital marketing effectiveness
As per preceding explained marketing plan of Hilton hotel, market expansion that is luxury
business division and active holiday seeker. There are different forms of systems and approaches
that help respective hotel to evaluate, monitor and analyse the efficaciousness of the plan are
described as beneath:
Click through Rate- It is an effective way to determine and monitor the effectiveness of
marketing techniques and tools that help Hilton hotel to evaluate the number of people in forms
of visiting the websites and also who took actions supported to seeing the services, with the help
of this method, organisation can monitor the behaviour and attributes of customers. Apart from
it, the company also take appropriate actions to improve the purchasing power of consumers in
proper way without any kind of complexity.
Questionnaire- It is another effective traditional and old approach of gathering information and
data from chosen number of people in term of devising proper analysis (Kotler, and et. al., 2017).
In context of Hilton Hotel, by implementing this method of data collection, the administration of
the enterprise can collect accurate and reliable information and opinion of individuals from
selected group and allowing them to offer better solution to improve the execution in digital
marketing.
CONCLUSION
This has been summarised from the preceding defined information that digital marketing
play a crucial role in promotion and publicity of the goods and services that are offered by the
company. So that people aware about the brand and its services or take advantages of them in
proper way. It helps in attracting people and maximising the customer base, profit and
productivity of the enterprise in improved manner. There are several marketing tools and
techniques that can be utilised by the administration of a company in form of making better
relation with customers, maximising profit & productiveness and creating awareness about the
services. Along with it, different approaches through which hotel can measure digital techniques
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as to devise an adequate marketing campaign so that effective information can be gather about
customers needs which help in developing the performance of digital marketing
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