Hospitality Digital Marketing

HOSPITALITY DIGITAL
MARKETING

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
LO 1 ENVIRONMENTAL ANALYSIS.........................................................................................1
TASK 1............................................................................................................................................1
LO 2 CRITICAL ASSESSMENT OF HILTON.............................................................................3
TASK 2............................................................................................................................................3
Digital Tools of Hotel Hilton.......................................................................................................3
Digital Platforms of Hotel Hilton................................................................................................4
Digital Channels of Hotel Hilton.................................................................................................4
TASK 3............................................................................................................................................5
LO 3.................................................................................................................................................5
Digital Marketing Plan of Hotel Hilton.......................................................................................5
TASK 4............................................................................................................................................8
LO 4.................................................................................................................................................8
Methods to Monitor and Measure Digital Marketing..................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Digital marketing is the technique which is used to increase business growth by
improving sales and profitability with use of digital technology. Consumer trends of Hospitality
industry is changing rapidly due to increase in tourism across the world. Digital marketing in
hospitality helps to increase communication to facilitate better customer relations and increase
their satisfaction level effectively. Innovation in products and services takes place with help of
digital marketing to increase quality of experience of customers.
This report detailed understanding about opportunities, challenges and impacts of digital
environment on Hotel Hilton. Tools and platform will be discussed in report to gain better
understanding about factors which impact efficiency of Hotel. In addition, report provides brief
of digital marketing plan to increase productivity and by effectively monitoring and measuring
methods to evaluate growth prospects of organization. Hotel Hilton is situated in London, UK
and also known for its luxurious services to its customers.
LO 1 ENVIRONMENTAL ANALYSIS
TASK 1
Hotel Hilton has analysed the change in political situation has impacted the policies of
government to safeguard customers from digital attracts or cybercrimes this narrowed
opportunity of Hilton to increase its market share and increase its profitability. Due to increase in
digital usage government has imposed many safety laws for hospitality industry to secure tourists
(Ladkin and Buhalis, 2016). Hotel Hilton analyses that due to de-globalisation of Brexit it has
impacted economic growth and reduced income level of customers. This has impacted in
decrease in digital presence due to decline in customer base and lower income level expend in
high quality services. Due to increase in demand of hotel it also increased the competition on
digital platform which is affecting Hotel Hilton presence on digital platform. Customers are
attracted to new methods to receive services which Hotel Hilton is lacking. It also has deceased
the quality of services of hotel due to inefficient digital platform. Low level of education has
increased the cost of Hotel by promoting and conducting awareness campaigns in market to
compete effectively (Punchihewa, Gunawardena and Silva, 2017). Hotel also analyses that due to
leak of personal data from mobile application has reduced the customer base and deceased sales.
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Hotel Hilton analyses decrease in price of services and products will positively impact the
sales of business and also with the help digital platform it provides to improve the quality of
services according to customer's needs and wants to increase their satisfaction. Hotel Hilton need
to adopt social media marketing and other digital platform to reduce competition and increase
productivity in market. Marketer identifies that management information system helps to
increase customer engagement and communication. This helps to improve quality of products
and services to compete in market and achieve core competency. As the increase in the
technology has provided effective opportunities’ foe the hotel to attract more customers and
decreased the cost of operations effectively. However due to lack of proper workforce to
understand the use of digital technology and reduce the performance of the Hilton hotel
negatively. Increase in the digital presence of Hilton Hotel also increases the competition in
global market and reduce the market share gradually. As the technology changes very rapidly it
also increases the threat and cost to upgrade and innovate new information system in the hotel.
Increase in the usage of digital tools like Smartphone has increased the opportunities for Hotel
Hilton to prove its global presence with the help of digital marketing on social media which also
increases customer base and helps hotel to understand customer effectively. With the help of
online analytical tools hotel can determine behavioural patterns, needs and demand of customers
and develop effective services to increase their satisfaction effectively.
This analysis helps to understand internal factors of business organization which is
controlled by it. Hilton Hotel uses this analysis to evaluate opportunities and threats which
increases its digital presence in market.
Strengths
 Hotel Hilton has very strong brand image in the world which helps organization to
increase its digital presence in new market effectively.
 Hotel also has effective applications and websites which helps to increase customer base
with proper information about services and products.
 Hilton also has collaborated with many businesses which promotes hotel digitally and
improve the digital presence of company to increase market share and stability in sales
(Kriechbaumer, 2019).
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