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

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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