Hospitality Digital Marketing (L5)

This report discusses the opportunities and challenges of digital marketing for Central Park Hotel. It covers the overview of digital marketing, digital tools, and hardware, growth of online transactions and e-commerce, and the role of digital marketing communications in relation to the 7Ps. It also includes a digital marketing plan and actions to improve performance.

Hospitality Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Overview of the digital marketing..........................................................................................3
Opportunities of digital marketing for the company..............................................................4
Challenges and impacts of digital marketing faced by the company.....................................4
Task 2...............................................................................................................................................4
Digital tools......................................................................................................................................5
How digital platforms can be used in order to generate maximum revenue: ........................5
The role of digital marketing communications in relation to the 7ps:...................................5
Different digital tools and hardware:......................................................................................5
Growth of online transactions and E-commerce:...................................................................5
Task 3...............................................................................................................................................6
The opportunities and challenges of a digital hardware.........................................................6
Develop a digital marketing plan ..........................................................................................6
The use of Omni-channel marketing to ensure the consistency of the consumer experience in every aspect........................................7
TASK 4............................................................................................................................................7
Monitoring and measuring digital marketing.........................................................................7
Present a set of actions to improve performance in digital marketing...................................7
CONCLUSION................................................................................................................................9
REFERENCES:.............................................................................................................................11
Books and Journals...............................................................................................................11
Online...................................................................................................................................11

EXECUTIVE SUMMARY
It has been in the days that digital marketing plays an important role in the overall growth of the business. The overview of digital
marketing has been analyzed in this report. Various benefits of digital marketing have been evaluated which facilitates the
organizations to carry out the functions effectively. Very opportunities and challenges of digital marketing have also been evaluated.
Different kind of digital platforms have been under taken. Various digital tools and hardware has been analyzed in this report. Along
with that digital marketing plan has also been analyzed and SOSTAC model has also been analysed. At the end monitoring and
measuring of digital marketing have been evaluated and set of actions have been under taken in order to improve the performance of
digital marketing.

INTRODUCTION
Digital marketing can be defined as the advertisement of the company or the brand through various online platforms. This
concept helps the business to increase their sales by attracting lots of customers (Munjal and Singh, 2021). For this report, Central
park hotel, London has been under taken into account. It is located at the central park road. This hotel was established in 2006. It is
providing the luxury staying experience to their customers by providing various facilities like bar, restaurants, room services etc. In
this report, there will be the discussion digital marketing landscape and its comparison with the traditional methods of marketing.
Various types of trends and insights will also be evaluated. Along with that different kind of tools and hardware's will be discussed
that are used in the digital marketing. There will be the discussion on the multi-channel digital marketing strategy. Omni-channel
marketing will also be analysed in relation to the company. Various techniques and metrics will be evaluated. At the end of this report,
some actions will be taken that helps to improve the performance of the digital marketing.
TASK 1
Mission and objective
•To achieve more profit in the future.
•To increase sale by 10%.
•To enhance the customer base in the next two years.
Overview of the digital marketing
Digital marketing can be defined as the component of the marketing that uses the internet technology and various digital
techniques like computers, smart phones etc. in order to market the goods and services in the market. Digital marketing refers to the
promotion of the product and services by using various online platforms. This also facilitates the business to introduce new products
and services in the market, so that customers can get to know about that. This is a very wide concept as it includes various components
like content marketing, pay-per click, mobile marketing etc. These elements help the business to grow more in the market by
advertising the products and services in the market. In relation to the Central park hotel, they use effective and latest techniques to
promote their hospitality services in the market. They use various types of online platforms to attract the customers which help them to
stay ahead from the competition (Tsourgiannis and Valsamidis, 2019). This also helps them to generate more revenues in the future
which contribute to the overall success of the company. Digital marketing include 5 D's of digital transformation that are as:
 Digital devices : These are the devices through which the companies can communicate with the target audience. These devices
are smartphones, laptops, computers etc.
 Digital platforms: These are the platforms through which the brand is promoted in the market. Some of platforms that is used
are Instagram, Facebook, Twitter etc.
 Digital media: This means that how the organisations and the business will connect with their customers in the market.
 Digital data: It means that collecting the data of the customer by using digital techniques.
 Digital technology: This means that the companies should uses effective technology to attract the large number of customers.
Difference between Digital and Traditional marketing
Digital marketing Traditional marketing
Main focus of the digital marketing is to
use digital platforms to promote the
products and the services in the market.
These types of marketing mainly focuses on the
quality of the products and services that is to be
offered to the customers.
Digital defined as the promotion of
products and services by using various
types of social media platforms.
Traditional marketing can be defined as the uses of
traditional platforms in order to promote the
products and the services.
Digital marketing consists
communication tools like e-mails, social
media etc.
In this the business directly connects with the
customers by calling them or directly visiting to the
customers.
It is a very cost effective mode of
marketing.
Traditional marketing is cost much higher to the
businesses than the online marketing.
PESTLE ANALYSIS
This analysis can be defined as in order to find out the internal as well as external factors of the business.
Political factors:-

This means when the government of the country interferes in the practices of the business. It inclyude various rules and regulations
that should be carried out by the business. That is political stability in the UK so Central park hotels easily carry out the operation.
Economical factors:-
It is the another factor that includes taxation inflation etc. After the COVID-19 pandemic it has affected the operations in the tourism
industry as well as the hospitality industry. Central park hotel to find so many challenges in carrying out the activity at the time of
pandemic.
Social factors:-
this factors means that fulfilling the needs of the society by delivering effective products and services in the market. Central park hotel
focuses on to provide effective hospitality services to their customers.
Technological factors:- this means that the organization should update their technology in order to produce more productive products
and services. Hindi country of UK there are so many updated techniques of production which facilitates the Central park hotel to carry
out the activities in effective manner.
Environmental factors:-
This means that organizations should carry out the activities in a sustainable way. Leaders of the Central park hotel issues that they
should not harm the environment.
Legal factors:- it includes various lows and legislations that have been made by the government in order to regulate the activities of
the business. Central park hotel follows all rules and regulations in their workplace through which they can carry out the activities
smoothly.
COMPETITION
Time and money both are important for the customers because in order to stay in the competition organizations should provide
effective services through which the customers can spend their money. Central park hotels should analyze the news and words through
which they can provide full satisfaction to their customers time and money.
Key benefits of digital marketing
Digital marketing provides various types of benefits to the business firms and organisations. Some of the benefits of the digital
marketing are discussed below in relation to the Central Park Hotel:
 Local Reach: One of the main advantages that Central park hotel has got they become able to reach more and more customers
across the UK (Putra Pemayun and Sunariani, 2022). By using of various digital marketing tools, they become able to attract
the potential customers towards their hospitality services.
 Lower cost: This is one of the major benefits that they have got. Digital marketing helps them to save lots of cost for as it
eliminates the traditional ways of marketing. Central park hotel uses various tools like social media marketing, content
marketing etc. These tools are cost effective and facilitate the company to attract more customers towards their hotels.
 Increase engagement of customers: This helps the company to increase the engagement of the customers towards their
hospitality services (Lombarts, 2022). Through using digital marketing Central park hotel regularly posts videos and photos
related to their hotels which help them in retaining and engaging large number of customers.
Target market
One of the main target markets for the organization is the visitors who visit the country of the IK in order to travel to various
places. Central park hotels can use various digital platform in order to attract those visitors. It can be identified that there is a problem
of safety and hygiene in the hospitality segment that customers face generally.
Introduction of the services
One of the main innovation that the management department of the Central park hotel can introduce that they can provide
effective services by advertising the safety and hygiene of their hotels. They can set up effective machines in order to sanitize the
areas which are most used by the visitors.
Overview of the operational, technology and legal consideration
Operational technology and legal consideration can be defined as how the organizations carry out their operations by using
various technology and legal formalities. There is a need for Central park hotels to rely on all the legal formalities so that they
can smoothly carry out the operations.
Marketing strategy
After introducing innovative services into the market the main marketing strategy that the department will use is the digital
marketing throw which they can promote the new innovations of the company. Various social media platforms Central park hotel will
convey all the features of the new services.

Financials
Start up cost for this innovative service is $30,000.
For organization and marketing the cost will be come around it $5,000
The$300 cost will be incurred by the company in order to deliver the services to the customers.
By providing these services the company has generated a revenue of 4500 × $500 = $2250000.
Schedule
For executing this project it will take around six months in order to formulate effective strategies to introduce this innovation.
Measurement of the performance
After introducing this innovation it can be analysed by using various key performance indicators like customer satisfaction,
number of returning guest, market share. Do you think the gators will help the organization to make improvements and changes
according to the customer demands and wants.
Summary
This innovation will help the company to achieve more success by generating more revenue the market. Effectively distributing
the duties related to the task to help the organization to gain more customers towards their hospitalities services.
Opportunities of digital marketing for the company
In today's time, various types opportunities are present in the market which the businesses can grab it by using digital
marketing in order to promote the products and services in the market. It is very important to attract the customers towards the
business by using effective techniques of promotions. Some of the opportunities are disused below in relation to the Central park
hotel:
One of the major opportunities that Central park hotel can grab is that it facilitates the businesses to analyse the trends and the
needs of the customers in the market. Through this the businesses can make products and services according to the demand of the
customers which helps in the more generation of the income for the businesses. Some of the customer’s insights are mentioned below:
 Artificial intelligence in marketing: This will facilitate the business to critically analyse the pattern and type of purchases
that are being made by the customers (Stylos and et.al., 2021). This facilitates the Central park to enhance the customer
experience while using the services. By Using the artificial intelligence they can know about the purchasing trends of the
customers in the market.
 Catering needs of customers: In today's time the trends are continuously changing through which the demands and the needs
of the customers are also kept on changing. It becomes necessary for the businesses to meet the demands and the needs of the
customers by providing them effective digital services. This help the Central Park Hotel to retained their customers towards
their hotels. Through using effective technologies in their hotels they can attract more customers. Central park hotel have the
opportunity to analyse the needs of the customers in the market.
Another main opportunity that digital marketing provides is that it facilitates the businesses to carry out the operations
by using various online platforms. This help the Central Park hotel use various digital platforms in order to attract more customers
which facilitates them to become more successful in the market.
Challenges and impacts of digital marketing faced by the company
 One of the main challenges that Central park faces while using the digital marketing is targeting the right audience. Sometimes
business fails to analyse the potential customers (Saura, Palacios-Marqués and Ribeiro-Soriano, 2021). Central park hotel also
faces this issue while using the digital marketing in order to promote the hospitality services in the market.
 Customers use various channels so it becomes difficult for the business to track the right channel in order to attract more
customers. Central park hotel, London faces this type of difficulty as sometimes they cannot analyse the appropriate channel
which helps them to attract customers towards their hotels.
 Another main challenge that is faced by the Central park hotel while using digital marketing is choosing the appropriate tool
for promoting the products and services in the market.
Task 2

Digital tools
How digital platforms can be used in order to generate maximum revenue:
Digital platforms are the most used in the current business environment. It becomes most useful way to earn profits by
reaching to large number of customer. Internet is become a part of lifestyle for every people. They are closely connected and depended
on this technology to take knowledge and information about any field (Burova, Ryapukhin, and Muntyan, 2020). Therefore, the
Central Park could use this platforms by providing services through social media, websites. They could engage huge audience through
Email marketing, using social platforms like Instagram and Twitter to attract customers. Some of the tools that are used by the Central
park hotel, London are as follows:
The role of digital marketing communications in relation to the 7ps:
The role of digital marketing is to communicate with the customers in order to get knowledge about their demand and
preferences. It helps in communicating across large location which assure that the company gets connect with their potential customer.
As per the 7 ps which is product, price, place, promotion, process and physical evidence. The digital marketing is much helpful for
taking decisions on these elements. The central park hotel will decide product and price by looking for the market and industry trends
through research process. It will be done through analysing the key issue by making regular contact with customer with digital
platforms. 7P's of marketing in relation to the Central park hotel, London are as follows:
 Product: They focus on to deliver the effective products and services to their customers. They ensures it should satisfy the
needs of their customers.
 Price: The organisation set the prices of the products in order to gain a competitive advantages. It helps them to attract more
and more customers towards their hotels.
 Place: They set up their hotels at that location in which they provides the services effectively.
 Promotion: Marketing department of the Central Park hotel uses various social platforms in order to promote their brand in
the market. They uses mainly social media to advertise their services.
 Process: Central park hotel, London uses the effective to way to deliver the products in the market. They promotes
sustainability while carrying out the activities in the hotels.
 Physical evidence: Central park hotel presents in the market due to their ethical values and code of conducts. This helps them
to maintain a positive integrity in the market.
 People: They provides quality services to their customer when they stays in their hotels. This facilitate the organisation to
increase their customer base in the market.
Different digital tools and hardware:
Digital technology involves various useful tools and hardware which helps in taking growth in the market. In order to grow
among large audience and deliver right product at right place, the company require effective services which evaluate the consequences
of less customer satisfaction. These tools are bricks and motors which is widely using platform that helps in selling products through
both the ways. It fulfil purpose of Omni channel marketing. Some of tools are mentioned below in relation to the Central park hotel:
 Communication : By using this tool, the Central park hotel attracts various potential customers by communicating their
services to them.
 Social media: This tools facilitate the company to promote the brand image of their hotel in the market.
 Web site building : By using this tool, the organisation build their website in order to provide the information about them.
Growth of online transactions and E-commerce:
The growth of E-commerce has been taking extensive rise in the market. It was first developed in 1990 when business were
carrying out through traditional ways. With the use of internet and technology, E-commerce platforms building a channel for selling
and purchasing goods and services by getting convenient deliveries. Online transactions, AI, Chatbots, Cloud computing are the major
elements of E-commerce which has developed from till now.
Role of automated and non-automated sales activities
Automated and non-automated sales activities are all about selling goods and services through repetition. This includes use of
AI platforms which assures that the company could work by sending automated Emails, messages to the large number of users
simultaneously. The central park hotel will get various benefits through using these services in their websites, apps and sites for
automated services (Taffel, 2019). This will reduce the workforce time and the staff will be able to manage other important activities.
The users will get automated updates which will satisfy their wants. Also, it helps the hotel to maintain the consistency in
communication. This will lead to affect the growth of the hotel as they adopt effective digital technology.

Task 3
The opportunities and challenges of a digital hardware
Digital landscape can be defined as the collective landscape which includes various components like websites, social media,
email and mobile devices which helps the company to sell products and services in the market. Some of the various opportunities and
the challenges are mentioned below in relation to the company.
 Opportunities: - Central park hotel have various opportunities to attract more and more customers towards their hotels. All
these platforms will facilitate the company to increase their sales by targeting more customers.
 Threats: - One of the main challenges that company faces is that they don't have a very skilled staff. Sometimes the Central
park hotel fails to use the appropriate platform in order to achieve more success and growth.
Develop a digital marketing plan
Developing an effective marketing plan is very important for the business organisation in order to achieve the goal. This
facilitates the company to effectively set their objectives and helps them to work according to the plan that they have made.
Application of the SOSTAC model will help the Central park hotel to carry out their work effectively in order to accomplish the goal.
By creating the right portfolio the company can reach the potential customers in the market (Dunakhe and Panse, 2021). So the
company will effectively choose the channel in order to attain the goal in the future. Digital marketing plan for Central park hotel is
described below:
SOSTAC Model
It is the most effective model that helps the business to make a digital marketing plan and apply it in an effective way. All the
stages of the model are described below in relation to the Central park hotel that will help them to achieve more success in future.
Situation analysis: It can be seen that the Central park hotel should adopt new ways to carry out the operations. Organisation should
use effective channels and innovative techniques that will help them to stay ahead of the competition in the market. An effective
digital marketing plan will help the organisation to achieve the target.
Strengths
It is a well-established hotel Chain in the UK. They critically
analyse the needs and wants of the customers so by which they
achieve the goal of the customer satisfaction in the market.
Weaknesses
One of the main weaknesses that Central park hotel faces is that
they don't have the skilled staffs who is able to use the digital
technology in an effective manner (Alsukaini and et.al., 2022). So
in order to compete in the market they have to hire the
professional employees.
Opportunities
Major opportunities that the hotel can grab that they can use the
effective technology and innovations in order to increase the
customer base.
Threats
One of the major threats that the Central park hotel faces is
increasing in the competition (Fyall and et.al., 2019). There are so
many competitors present in the market which affect the business
of the organisation.
Strategy: In order to achieve the goals. Central park hotels should make effective strategies which facilitate them to achieve more
success in the future. STP is the most effective tool that helps the business to be able to achieve success and stay in the competition.
•Segmentation: - Central park hotels should target the potential customers which helps them to increase their sales. It includes
various components such as demographic, geography and behavioural.
•Targeting: - Business should target the appropriate group of customer that will help the organisation to increase their sales.
Central park hotel should make effective plans in order to target the customers according to their business.
•Positioning: - It can be defined as setting up the valuable image of the organisation in the eyes of the customers. Central park
hotel focuses on to provide the best hotel experience to their customers.
Objectives: Objectives can be defined as the goal that the organisation and the business firms made according to which they carry out
the operations. Some of the objectives that are set by Central park hotel are mentioned below:
• To effectively used the digital platforms.
• To increase the customer base by 15% by reaching more potential customers.
• To increase the sales by 10% in next one year.
Tactics: Tactics can be defined as the course of action that the Central park hotel follows in order to accomplish the goal. It is
important for the organisation to work according to that so they will become able to achieve the objective (Muwandeniya and Eranda,
2021. There are various tactics that Central park hotels will adopt that are discussed below:

•Product: Central park hotel will more focus on the quality of the products and services that they are serving to their
customers.
•Price: Organisation will use effective pricing in order to increase the sales. This will ultimately help them to attract more
customers which result in this success of the organisation.
•Place: Effective uses of digital marketing tool helps organisation to reach more and more potential customers.
•Promotion: There are various types of digital marketing tools that can help the business increase the share in the market.
Central park hotel uses various promotional techniques that are social media marketing, email marketing etc. in order to attain more
and more customers. This also facilitates the organisation to fulfil the needs and the wants of the customers.
Actions: Effective action plans helps the organisation to accomplish the goals and the objectives in the future. Below budget will
helps to support the objectives and helps in achieving them.
Particulars Amount (£)
Marketing 10000
Promotional activity 20000
Plant and machinery 120000
Digital media 7000
Total 148000
Control: It is very necessary for the organisation to take necessary actions and measures so they can able to analyse the real position
in the market (Sharma, Sharma and Chaudhary, 2020). Central park hotel should analyse the performance of their employees and take
necessary actions to improve it. Key performance indicator will help the Central park hotel to critically analyse their performance and
also facilitates them to make changes in order to accomplish the goal.
The use of Omni-channel marketing to ensure the consistency of the consumer experience in every aspect.
Omni channel marketing facilitates the organisation to enhance the customer experience. This also facilitates the organisation to
build the trust in the eyes of their customers. By using the Omni channel marketing organisations can effectively communicate
with their customers.
By using the right techniques Central park hotel can achieve more success in future. Through this they are able to find the
needs and the wants of the customers through which they can fulfil it. Central park hotel will effectively use social media
marketing as it will help them to reach more customers. Email marketing will also help the organisation to effectively
communicate with the customers in the market.
TASK 4
Monitoring and measuring digital marketing
There are various ways to monitor the effectiveness of digital marketing that are as follows:
Overall website traffic: It is one of the most effective ways to analyse the performance of digital marketing. Central park hotel
can easily check the traffic on their website that will help them to gain more customers. It is important for them to regularly check the
engagement of the people on their website.
Onsite Analytics: This facilitates the Central park hotel to take necessary actions related to the customers (Dahiya and Gayatri,
2018). Central park hotel can easily check the arrival and the exit time of their customers.
New Visitors: Central park hotel can easily check the number of new visitors that come on their website. It helps them to
analyse the engagement of the customers towards their business.
Present a set of actions to improve performance in digital marketing
It is very important for the central park hotel to take necessary action that will help them to enhance their performance
(Teubner and Graul, 2020). There are various actions that organization should take which helps them to improve the overall
performance of the digital marketing of the company.
Improvements Implications Resources Time
Omni channel marketing
strategy
This will provide a
personalized experience to the
customers. It will also help the
organization to target more
Expertise knowledge and
effective digital marketing
skills are required.
2 Months

and more customers.
Take feedback of customers Customers will be provided
with a feedback option in
which they can give their
reviews. This also helps them
to find the real image of the
company.
Updated and well-designed
website.
20 Days
Artificial intelligence This will help the Central park
hotel to know about the new
trends that are being present
in the market
Professional team and
appropriate software.
1 Months

CONCLUSION
From the above report, it can be analysed that digital marketing plays an effective role in the overall growth of the business.
Comparison of online marketing and offline marketing has been analysed. Various tools and hardware that assist the business
organisation have also been discussed. Digital marketing plans have also been analysed in relation to the company. At the end of
the report various techniques and actions have been discussed that help the organisation to enhance their performance.

REFERENCES:
Books and Journals
Alsukaini, A.K.M and et.al., 2022. New trends in digital marketing emergence during pandemic times. International Journal of
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Dahiya, R. and Gayatri, 2018. A research paper on digital marketing communication and consumer buying decision process: An
empirical study in the Indian passenger car market. Journal of Global Marketing, 31(2), pp.73-95.
Dunakhe, K. and Panse, C., 2021. Impact of digital marketing–a bibliometric review. International Journal of Innovation Science.
Fyall, A and et.al., 2019. Marketing for tourism and hospitality: Collaboration, technology and experiences. Routledge.
Lombarts, A., 2022. Hospitality Experience Model. In Encyclopedia of Tourism Management and Marketing. Edward Elgar
Publishing.
Munjal, S. and Singh, A., 2021. Conclusion: going digital is the only way forward for the Indian tourism and hospitality industry.
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Muwandeniya, K.C.B. and Eranda, B.A.N., 2021. Virtual Reality (VR) for Experiential Marketing in Sri Lankan Hospitality Industry.
Putra Pemayun, A.A. and Sunariani, N.N., 2022. DIGITAL PROMOTION AND HOSPITALITY AS FLAGSHIP TRAVEL
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Stylos, N and et.al., 2021. Beyond smart systems adoption: Enabling diffusion and assimilation of smartness in hospitality.
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Teubner, T. and Graul, A., 2020. Only one room left! How scarcity cues affect booking intentions on hospitality platforms. Electronic
Commerce Research and Applications, 39, p.100910.
Tsourgiannis, L. and Valsamidis, S., 2019. Digital marketing in tourism: why Greek tourists use digital marketing applications like
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