Hospitality Digital Marketing

HOSPITALITY DIGITAL
MARKETING

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
Environment analysis...................................................................................................................3
Task 2...............................................................................................................................................6
Critical assessment of digital presence........................................................................................6
Task 3...............................................................................................................................................8
Digital Marketing Plan of Marriott Hotel....................................................................................8
Task 4.............................................................................................................................................11
Methods of Monitoring, Measuring and Evaluating..................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Digital marketing is all about channelizing digital mediums to promote company’s
products and services. This report is based on the case study of Marriott is the founder of the
hotel. Headquarter of the Marriott Hotels and Resorts is located in Maryland, United States. This
report will assess the marketing campaign of the company. Henceforth, report will emphasis on
environment analysis in respect to company’s digital presence. Report will also analyse about the
different digital tools and techniques companies are utilising to promote its products and services
over internet. Furthermore, report will also emphasis over digital marketing plan. The plan will
covers different digital marketing activities for the company. In order to monitor and control the
different activities associated with digital marketing plan various methods and tools will also
assess that can control the company’s plan.
LO 1
Environment analysis
Environment analysis can be summarises as company’s involvement in digital marketing.
Digitalisation can be seen as the transformation in the entire corporate sector. Company also give
huge emphasis over improving its digital presence. David Beebe the Vice President of global
creative and content for Marriott International Hotels has recently revealed that the company is
emphasis on “3 Cs” strategy for its digital marketing presence. These strategic tools will
emphasis on content, community and commerce to entertain success in the market. With the
support of this strategy company could effectively deliver an engaging marketing content that
can attract all young travellers as the company give huge emphasis to interact with young
travellers as the priority customer base (Aakash and Gupta Aggarwal, 2020). All young tourists
are very active over different social media applications like Facebook, Instagram, YouTube and
other social media tools. This strategy aims to attract such young travelling enthusiasts by
delivering attractive contents about the hotel, community tool to engage with youngsters and
commerce that can improve the business outcomes of hotel worldwide. Characteristics associated
with the digital marketing campaigns can be summarises in the following manner based on the
environment analysis in respect to the Marriott Hotel.
Technological Factor: Company channelizes technologies to conduct its digital marketing
presence. Technological advancement played an important role for companies as it provided

scope to channelize attractive marketing campaigns (Lamest and Brady, 2019). Marriott Hotel
marketing team create attractive and engaging content to improve its digital branding with the
use of all modern technological tools such as high definition camera, sound quality, voice control
tool and other features supported technological advancement. Due to technological tool company
could make engaging videos that can attract all young travellers.
Content analysis: Marriott Hotel marketing team give huge priority to create effective
marketing content to project all different products and services of hotel. As the company’s
potential customer base is young travellers which are very much aware due to digital technology
and different search engines. Hospitality sector is one of the high demand sectors that have
further created a market competition at different level (Kamenkova and Senkova, 2020).
Effective content in respect to products and services of hotel play an important role for the young
tourist to book the spot in hotel. Authenticity in the content of Mariott Hotel plays a key role in
attracting such travellers. It can be stated that the marketing campaigns of company do not
project that its best it just focuses more on company’s priorities and its positive aspects that can
serve the best hospitality experiences to its customers.
Diversification: Marriott Hotels marketing campaign can be stated as the diversified in nature.
Company focuses on effective and engaging content, community and commerce which will
allow company to interact with all travellers and travel enthusiast in all its digital marketing
campaigns. Company project the essential information about the hotel comprises its luxury and
facilities that can add on values to the customer travelling experience (Park and Allen, 2018).
Company is making all its marketing campaigns on the basis of young travellers which are
considering as the target customers of the company. The content is preparing by company to
promote its products can also be stated as the commercially successful as it is projecting all the
essentials that is needed to attract customers. Company is also promoting its campaigns at
different digital networks with the support of you tubers and differently content creators. Also
the aspects of company’s marketing can be stated as it can deliver customer attractiveness for the
company.
Opportunities from the marketing campaigns
Marriott Company is channelizing strategies which allow company to involve you tubers
and other social media influencers to promote its products and brand. As such content creators
comprises views in millions in numbers which allows company to attract such, millions