Organising Digital Marketing Capabilities for Hilton Hotel

Hospitality Digital Marketing

Table of Contents
Hospitality Digital Marketing..........................................................................................................1
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Opportunity, challenge and impact of digital environment.........................................................3
TASK 2............................................................................................................................................6
Critical Assessment of Hilton Hotel Business by its Digital Presence........................................6
TASK 3..........................................................................................................................................10
Plan for organising Digital Marketing Capabilities...................................................................10
TASK 4..........................................................................................................................................13
Key Methods to evaluate, monitor and measure digital marketing effectiveness.....................13
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Digital marketing refers to marking efforts which are rendered through electronic devices
and internet. For the purpose of marketing and increasing visibility of its products and brands
companies exercise digital marketing in which companies leverage digital channels such as
search engine, social media, websites and email to connect with customers and prospective
customers. This report includes discussion over digital marketing plan of Hilton which a
hospitality company and serves its services worldwide. Hilton Worldwide Holdings Inc., was
founded in 1919 and is headquartered at McLean, Virginia, United States was formerly known as
Hilton Hotels Corporation. This report for the purpose of discussing digital marketing includes
discussion over environment analysis for digital presence of Hilton which focuses on its
opportunity, challenges and the likely impact of digital environment for the industry. This
discussion is being followed by comparison of Hilton Hotel's digital presence with other
hospitality organisations. In this comparison includes comparison with Marriott International and
Hyatt Hotels Corporation. Report also includes a plan for organising digital marketing of the
hotel so that Hilton can build multi-channel capabilities in its luxury business division and its
active holiday seekers. Lastly report includes discussion over key methods which can be used to
evaluate, monitor and measure the effectiveness of digital marketing efforts.
TASK 1
Opportunity, challenge and impact of digital environment
Digital environment represent the electronic environment to communicate, interact and
conducting other operational functions with the use of electronic mode. Various aspects
comprises to form the digital environment that involve website, cloud servers, search engines,
social media, mobile apps, audio and video and many other internet or web based resources
(Wan, Chan and Huang, 2017). Al such resources comprises and form digital environment for
the corporate organizations. Digital environment has taken over the entire operational structure
of corporate houses but this also involve various challenges, opportunities and impacts over
corporate organizations.
Opportunities of Digital environment
Digital environment has provided various benefits to the business organizations that also
involve various opportunities.

Expansion of market: Digital environment has transformed the scale of business for all the
business houses. Internet became a huge mode of sales. All companies conduct trading
operations over internet with the use of various websites and other features that has expanded the
scale of business immensely for all the corporate houses (Mairinger, 2019). Hilton is one of the
leading brand in hospitality sector which became a major factor behind the success of marketing
campaigns run by marketing team of Hilton as its convenient to approach the customer's easily
by offering attractive offers. With the effective use of internet and marketing campaigns the
management of Hilton can expand the consumer base immensely. Today the world is witnessing
the immense improvement every year in number of mobile users that has expanded the business
opportunities for the big hospitality organizations like Hilton as the marketing team can easily
attract to travellers with effective marketing campaign over internet.
Strengthen the market connectivity: One of the major opportunities digital environment has
provided to hospitality corporates is to strengthen the connectivity with all the target customer's
across the world. Digital medium is an easy mode to reach the customer's as almost all the target
customer's for hospitality sector utilise mobiles and internet to analyse the affordability of
various hotels and its associated services so with the effective use of digital mediums the
management of Hilton can build the healthy consumer relationship that will also strengthen the
market connectivity of the Hilton group across the locations.
Improve market share: Digital environment has improved the business opportunities for all
hospitality organization as the management can attract the target customer's by giving attractive
offers, discounts and other facilities with the effective use of digital mediums. Currently the
Hilton is carrying the room share in hospitality sector across the globe is 5% that can be
improved with the effective use of digital mediums and with effective marketing campaigns.
Challenges of digital environment
Digital environment has improved the various challenges for the hospitality corporates
that also involve challenges such as.
Meeting customer expectations: Digital environment has transformed the business
environment in various ways that also involve availability of various options for the customer's
and that has created a huge challenge for hospitality corporates (DIMOVA and PROKOPOVA,
2019). Hospitality is one of the most competitive sector in the digital edge as all the
organizations try to attract customer's by giving attractive deals by channelising marketing