Hospitality Digital Marketing: Impact on Hilton Hotel and Marketing Strategies

HOSPITALITY AND
DIGITAL MARKETING
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Table of Contents.
Introduction......................................................................................................................................3
P1. Environmental analysis:.........................................................................................................3
Opportunities-external environment factors:.....................................................................3
Challenges:........................................................................................................................4
Impact of digital environment on the industry:.................................................................4
Types of marketing channels and how they serve communication objectives:.................5
P2: critical assessment of Hilton Hotel- Digital presence:..........................................................6
Designing communication objectives:.........................................................................................9
P3: justification of communication objective:.............................................................................9
P4: Marketing communications plan.........................................................................................10
P5:Measurement techniques and performance metrics in digital marketing.............................15
P6: Actions to improve performance in digit marketing...........................................................16
Conclusion.....................................................................................................................................17
REFERENCES..............................................................................................................................18
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Introduction
Hospitality refers to the service industry involved in the food and drink services, event
planning and travel and tourism business. It includes hotels, accommodation, tourism agencies
and food restaurants etc. Digital marketing refers to the promotion of products and brands to
connect with customers through the use of internet (George, 2021). Hospitality industries uses
digital marketing to interact with their potential customers through online platforms.
Hilton hotels is one of the largest hotel brands in the world. It is an American
international hospitality company which manages and franchises a wide portfolio of resorts and
hotels in all around the world (Welcome TO HILTON, 2021). It targets business and leisure travelers
with locations in major and popular destinations around the world. This report will discuss the
impact of digital environment and its impact upon business of Hilton hotels. A plan for digital
marketing activities and methods to measures its effectiveness will be discussed.
P1. Environmental analysis:
Environmental analysis refers to factors which are beyond the affect the working of
organizations (Keith, 2017). Environment analysis of Hilton hotels can be done by considering
its opportunities, challenges can impact that digital environments cause.
Opportunities-external environment factors:
The following opportunities can be explored by Hilton hotels focusing on its digital
presence:
 Digitalization and better use of opportunities: Over the past years, Hilton hotels have
invested huge amounts of money into the online platforms. This can create new sales
channels for the company. This opportunity can be leveraged through knowing the
customers in better ways and catering their demands using big data analytics. It can also
open up new revenue streams for the company (Bala and Verma, 2018).
 Improving current services through technology up-gradation: Hilton hotel can improve
its customer services through technology up-gradation. It can focus upon research and
progress to improve in production and supply of its services with in the optimum cost.
The current services provided by the company can be improved with the use of improved
and advanced technology to gain a competitive advantage.
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 Marketing campaigns: Marketing campaigns are the emerging opportunities in digital
world. They can help to gain the attention of customers through the social media.
Everyone is present on social media which is a great opportunity to expand digital
presence. Hilton hotel's past marketing campaigns have been successful so, it can create
new marketing campaigns for promotion of its services (Chaffey and Ellis-Chadwick,
2019).
Challenges:
Hilton hotel's digital presence faces the following challenges:
 Change management capabilities: Digital transformational represent a change across the
entirety of business. Hilton hotel's have to ensure that they have necessary capabilities
which can cope up with new technologies. Unable to do so can present a real challenge
for company to its digital transformation initiatives.
 Risk management: A risk aversive culture can be a real barrier to the digital presence
attempts (Chaffey and Smith, 2017). Creating a culture in which all the employees of
organization have adapted the idea of digitalization and where innovations are
encouraged instead of welcoming them, is a big challenge for Hilton hotels. It needs to
ensure that they are facilitating digitalization and changes from inside out the
organization.
 Cybersecurity: Managing Cybersecurity is the biggest challenge to Hilton hotels. It needs
to protect itself from cybercrimes as more and more information is moved to clouds and
is published on digital platforms.
Impact of digital environment on the industry:
The impact of digital era on hospitality industries including Hilton hotels is as follows:
 Online customer base: Digitalization have given the industry a huge online base of
customers (De Pelsmacker, Van Tilburg and Holthof, 2018). The customers have moved
to the modern methods for purchasing services instead of using traditional methods of
service purchasing. The hospitality industries need to be digitalized for providing
information regarding services because consumers prefer online channels of distribution
more.
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