Digital Marketing Campaign for Hilton Hotel

This report discusses the digital marketing campaign of Hilton Hotel targeting active holiday seekers. It covers the mission, vision, objectives, and marketing mix of the hotel. The report also includes the budget, tools, and monitoring techniques used in the campaign.

Hospitality
digital
marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Environmental Analysis to show digital presence..................................................................3
TASK 3............................................................................................................................................7
Digital marketing Campaign of the Hotel..............................................................................7
TASK 4..........................................................................................................................................10
Monitoring and controlling t create digital marketing campaign more effectiveness.........10
CONCLUSION..............................................................................................................................11
References......................................................................................................................................12

INTRODUCTION
Digital marketing is the division of the marketing which utilized net and the online
supported digital technology. This tool is used for the advertisement by the organization so they
can show their product to the customers and spread awareness among people. They used to run
their online campaign and advertisement on the online social media platforms such as Facebook,
you tube, Instagrm, twitter etc.
This report will cover case study of Hotel Hilton which multinational company and
provide hospitality services to their customers. Headquarter of this company is in United States
and they are having almost 586 locations worldwide. It will analyze the impact of digital
environment through the PESTEL Analysis. In the other task 2 this report will compare two
different hotels on the basis of their digital marketing and campaigning. This report will compare
Hotel Hilton and Hotel Marriott both, explain how they are using digital marketing tool. This
report will give digital marketing plan on Progressive holiday seekers. In the end of this report
will provide monitoring and controlling methods for the digital campaign.
TASK 1
Environmental Analysis to show digital presence
Hilton is top luxury Hotel in America which has vast respect in the Hospitality industry. They
are using digital tools to take competitive advantages on the global level (Arif, and Hossin.,
2016). SWOT analysis can be the best tool to understand the digital environment of the Hotel
Hilton and how digital marketing technology is helping them to achieve their goals.
Digital marketing competitor
There are 10 Digital marketing competitors of the Hotel Hilton such as Hotel
Marriott, IHG, AccorHotels, Choice Hotels, Ritz-Carlton, Four Seasons, Best Western, Mandarin
Oriental and Pyramid Hotel Group.
Online offline marketing competition
Hotel Hilton has good reputation in the market where they are operating their business.
They are having their business all around the world and they are promoting their company on
the both online and offline platforms. In the offline marketing their marketing team research
the market and collect the data and promote their message face to face but in an online digital
marketing is more better and easy for the company. In this process they promote and attrcat

customers through the advertisement on the social media platforms. This helps them to take
competitive advantages.
Impact of negative digital marketing
This create bad image of the firm in their customers mind. If they are doing any
negative digital marketing. This is also affect o their reputation the market.
Monitoring of degital marketing
Balance scorecard
A balance score card is the tool which is used to analysis the performance also improve
and control the various functions and resulting outcomes. This tool will help Hilton Hotel to
measure the performance of their campaign and they see how much cust5mers are attracted by
their campaign in particular period of time.
Swot Analysis
Strength
 Superb Performance in New Markets – Hilton has built expertise at entering new markets
and making success of them. The expansion has helped the organization to build new
revenue stream and diversify the economic cycle risk in the markets it operates in.
 Hotel Hilton has put Digital camera in their hotels which are near the guest room,
corridor and even outside the hotel as well which provide security to the guest and they
can stay in this Hotel without having any problem. Cameras at the Hotels workplace
increase the security and reduce the fear from the customers mind
 Hotel Hilton add value for the customers by providing them a discount to their online
Hotel booking. Customers get huge discount on their accommodation services. They
also understand their social responsibility and donate money to the institution who is
working for the public welfare. This shows that Hotel Hilton understand their
responsibility towards the society and they also organize many charity program for the
needy people and provide them food and cloths so they can eat and wear something.
Weakness
 China Issue- one of the major issue which is Hilton's Lodgings in the china is facing is
the way that cutting edges workers are awkward in deciding. The Chinese
representatives are reliant on the operational rules .

 Higher Dependency of Proprietors– Hilton is dependent on other inn proprietors
organizations since it doesn’t claim the greater part of its lodging networks
 Old technology is become a weakness for the company because developed technology of
the other companies are creating pressure on the Hotel Hilton.
 Not much developed network – Hotel Hilton is not having decent number of inn net in
Europe and N. America to postulate with different lavish five-star inns working there.
Opportunities
 Demand is an economic factors which mainly rise during the summer vacation. Hotel
Hilton can take advantages from it because when summers arrive Demand of the
Hospitality services and accommodation services increases and it is important for the
Hotel Hilton to attract customers during the summers through the digital campaign
(Paramadita, Sasongko and Candra., 2019). This will help them to attract new
customers and company can achieve high growth in the market. This will also affect on
their market reputation and they can able too achieve their goals and their objectives.
They can take advantages of the economic factors effectively to gain competitive
advantages.
 Technology has huge impact on the success of the Hotel Hilton because they are using
various technology at their hotel which is providing range of facility to t he guest. This
company to spending their most of the profit on the digital marketing for their
promotional activities which helps this company o show their present at the global
level (Hiltunen, M., 2017).
Threats
 Competition in the Hospitality is increasing which is creating threat for the Hotel Hilton.
It is necessary for the company to adopt new technology to stay in a competition.
 Free weight on compensation has led difficulty with the workers spirit and engagement in
the activity. This has outcome in acceleration employee churn which further adds to the
price of hiring and grooming the new staff.
TASK 2
Comparison of two Hotels on the basis of their digital presence

Hotels is improving their digital leadership to take competitive advantages, this
company spend their most of the profit on the digital making so they can reach to the customers
and gain competitive advantages (Katz and Shifman., 2017). Their online services are helping
them to rise their growth in the some of the markets such as China and US. While Hotel Marriott
is also an top hotel which mostly advertise their services on the social media platforms which is
helpings them to take competitive advantages. Here is comparison of the both the hotels on the
basis of their digital marketing.
Hotel Hilton Hotel Marriot
Instagrm
Hotel Hilton is promoting their Hotels on the
the Instagrm which is online social media
platform which is helping this company to
reach to their desire target. They are having
almost 312.8 K followers on their website and
they have posted more than 1800 photos on
their account. They show the posts of their
hotels and post a videos about the guest
experience which attracts the customers to
stay their hotels and take advance services
(Pfeiffer., 2017). They also run their campaign
on the Instagrm in which they promote their
post by the celebrates and they also invite
them in their hotels and those celebrity share
their experience on their Instagrm accounts.
This attrc6t customers to visit Hotel Hilton
and take accommodation services from them.
Celebrities get paid for it, they get payment
according to their post and their contract time.
Content marketing
Hotel Marriott has their focus on the Content
marketing strategy and this strategy help this
company to achieve huge success in their
business. They hire a content writer who make
a proper and attractive content for ro their
Hotel which they pest on the Google. This
helps this company to attract customers and
they are able to get their desire customers and
addition competitive reward in the Hospitality
industry at the international level. They Hire
a professionals for their content marketing and
they all get paid for it. They also make video
about the Hotel which they post on the
various platforms. This helps to get views on
their contents and people get aware about the
Hotel Marriott. They take accommdati0n
services f the Hotel Marriott which affect on
their profitability and they can take
competitive marketing.
Website innovation
They used to develop their website and make
their website more attractive so customers get
Facebook
Hotel Marriott is running their campaign on
the Facebook. This is the best social media

attracted by their blogs and their detail about
hotel. Guest can good their hotel on the
website of the Hotel Hilton and guest also get
discount from the hotel for their online Hotel
booking. They also post attractive blogs in
which they use keyword which can put this
company’s website on the SEO so when people
search for the hotels then Hotel Hilton come
on the top of the research. To provide better
experience to the customer the improve their
customer services to they can contract with
the hotel directly for any inquiry. During the
booking of the hotel customers can choose the
room prices and modify their booking which
helps them or the proper booking and they can
easily book their room without any problems.
platform which enable the company to get
desire audience and they can also analyze how
many people have seen their ad and how many
people wanted to take accommodation services
from the Hotel Marriott. They spend their
most of the money to advertise their hotel
offers on the Facebook campaign (Falzon and
et.al., 2016). this is helping this Hotel group to
take competitive advantages. Advertisement on
the social media is more cheaper as compare to
the advertisement on the television channel so
company has their main focus on the
advertisement on nt5he social media platforms.
Paid Search
Hotel Hilton use the paid search strategy to
attract customers The actual Hilton Paid Hunt
Strategy focusing on 99% impression part for
Proprietary terms and 61% feeling share for
Proprietary + GEO (example: “Hilton Hotels in
Atlanta”). The new scheme will have a goal to
addition Branded + GEO terms amount to 91-
96%.
You Tube
This is also a best way for the advertisement
and Hotel Marriott is taking advantages from it
(Fahad and Tran., 2019). most of the people
spend their time on the You tube application
which used of their entertainment and many
educatio0nal video are available. Company
used to advertise their booking g offer on the b
video and they give money to the You tube
application. This is cheaper and best way to
attract customers. Their target are those videos
which has more than 1 million video on t their
you tube channels so they can get customers
company can able to get success in their
business.

TASK 3
Digital marketing Campaign of the Hotel
Executive Summery
This report has ariled the Digital marketing campaign on the Hilton Hotel which was based
on Active Holiday Seekers. This marketing plan has been concluded the mission and vision of the
company and their objective (Mueller., 2018). After making the objectives it has conclude marketing
Mix of the Hilton Hotel and their SWOT analysis. This report also has made the Budget for this
campaign and includes the Tool like SPT plan and monitoring and controlling technique.
Mission
“Mission of the Hilton Hotel is to be the First Choice of their guest , Owners , team member
like and see below their value”.
Vision
“ Their Vision is to fill the earth with the light and warmth of hospitality”
Objectives
 To increase profitability of the Hilton Hotel by 10 % till the end of 2020
 To enhance The sale of the company by 30 % till the end of 2021
 To show the presence through the digital marketing campaign ‘Active Holiday Seekers”
 To attract new customers to spend their holidays in the Hilton Hotel and create good
experience with us.
Marketing Mix of the Hilton Hotel
Product
Hilton Hotel will provide their room and accommodation services in lower prices to their customers
sin this summer. In which they can book their Hotel room which will include various of services
which will provide satisfaction to the customers (Mononen and et.al., 2019). To attract customer
more they will also include some activities in which every guest can participate and they can enjoy
their summers in the Hotel Hilton Campus.
Price
Prices of the room will be affordable and people will able to enjoy their summers in the
luxury room facilities. For the premium room they will get huge discount and they will also add
more facilities in the lower price range rooms. They will also include compulsory back fast and

lunch for t5heir guest which will included in the offer so they do not have to pay extra charges
for it.
Place
This campaign will run on the Hotel location which are near by the seas or the cultural areas
so guest can enjoy more in the hotel and they can take mo9re enjoyment in this summer
vacations.
Promotion
Hilton Hotel will promote this campaign ‘Active Holiday Seekers” on the social media platforms
because their target will be student groups and families who are looking for the Holiday trip. They
will spend their most of the money on the social media.
People
Hilton Hotel will give training to their guest so they can improve their skills and they will
able to provide effective services to their guest. They will provide training to their staff every moth
so they can adopt new skills regularly.
Physical evidence
Hilton Hotel is having almost 586 locations worldwide which is an evidence that they
are present in this industry Physically and they will also look or the hotel expansion so they can
increase their business in the other markets as well.
Process
Process of the Hilton Hotel is very smooth and this company will make it more smooth
with the help of this digital marketing an now they will run campaign like this regularly so they
can make it more smoother and better for the Hilton Hotel (Verma., 2017).
SWOT Analysis of Hilton Hotel
Strength
 Hilton Hotel is one of the top hotel in worldwide and their presence is in all over the world
 Technology implemented by the Hilton Hotel is making their customers experience more
better and they get attract by their facilities.
 Their website is well maintained and customers can book their hotel on the Website and do
modification accordingly.
Weakness
 Hilton Hotel is not having decent number of inn system in the Europe and American
countries with the different lavish five star inns working there.

 One of the major issue this company had face in china is the way that stinging edges
employees are inconvenient in determine. Chinese representative are dependent on the in
working order rules.
Opportunities
 Company has good opportunities if they innovate their website more better and look to
provide better booking facilities on offers on the bookings.
 They should expand their business in some of the devolving countries where they can
take competitive advantages.
Threats
 Business relation and the competition in the market is very high in the marketplace and
therefore it poses a big situation to the business in terms of gross profits and customer
base development.
Weight on recompense (venturing into high-wage economies) has lead difficulty with the worker
satisfaction and engagement in the activity (Ponomarenko., 2018). This has consequence in
increasing workers churn which further ADD to the cost of hiring and training the new staff.
Budget
Budget is one of the important this which is need to run this digital marketing campaign
so Hilton Hotel marketing team will use almost 50000 to run this campaign and this ill be their
budget for their campaign in which they will spend 30000 on their social media campaign.
5000 will need for the innovation of their website and they will also most the blogs on the
website will be needed 15000 and another 5000 will be used as a extra amount which can be
used in other activities to support this digital marketing campaign.
STP plan
Segmentation targeting and position ( STP) helps to analysis offering and the way
Hilton Hotel can communicate their benefits and value to the specific group and their make their
campaign successful
Segment
Hilton Hotel will target the people who will have age between the 18 to 34 because
people in this age group look for the holiday plans and their campaign will run globally (Verma.,
2017). Students will be the main target because they look for the holiday trips during the
summers.

Target customers
Target customers will be students and families who are looking for the holiday trips.
Hilton Hotel will provide low budget packages because students are not able to spend that much
on the hotels and they look for the chip so they will provide affordable hotel room prices.
Positioning
Hilton Hotel will provide extra faculties which will be more better than their competitors.
They will also add value by offering the lunch and dinner facilities for free so they can gain more
customers and take competitive advantages in the market
TASK 4
Monitoring and controlling t create digital marketing campaign more effectiveness
To make this campaign successful It is essential for the Hilton Hotel to supervise and
control their digital marketing plan so they can achieve success in their market and gain
competitive advantages. Here are some tools and techniques which can helps this hotel so
motors and measure the campaign.
Bench marking
The thought behind bench-marking best activity is to determine the companies strength and their
weakness to form comparisons of structural activities and areas between the organization and the
organization reasoned to be the best in those activities or field (Joshi and Jadhav., 2016). Then
find ways to stress the strengths and improve upon the failing of the organizational based on the
collection of the analysis. Hilton Hotel can use this tool to compare their performance with their
performance.
Balance scorecard
A balance score card is the tool which is used to analysis the performance also improve
and control the various functions and resulting outcomes. This tool will help Hilton Hotel to
measure the performance of their campaign and they see how much cust5mers are attracted by
their campaign in particular period of time.
Key performance Indicator
This is an measurable value which helps to demonstrate effective Hotel Hilton is
achieve their marketing campaign goals. Company can use this measuring technique to
calculate their success at reaching targets.

Use of analytic platform
With growing data volumes and business analytic demand, the analytical platform is
intended to provide a high performance, scalable platform to satisfy the reporting and analysis
demands of the variety of business users
Use of measuring campaign
As per the above analytical tools are used for the measuring campaign
performance and outcome of the campaign. This measures make the campaign
successful for the company and they can able to achieve their goals and their
objectives.
CONCLUSION
As per the report has been analyzed the impact of digital environment through the
PESTEL Analysis. In the other task 2 this report has been compared two different hotels on the
basis of their digital marketing and campaigning. This report has been compare Hotel Hilton and
Hotel Marriott both and explained how they are using digital marketing tool. This report has
been provided digital marketing plan on Active holiday seekers. In the end of this report has
been provide monitoring and controlling methods for the digital campaign.

References
Books and journal
Pfeiffer, S., 2017. Industrie 4.0 in the Making–Discourse Patterns and the Rise of Digital
Despotism. The new digital workplace: How new technologies revolutionise work. 21.
Ponomarenko, A., 2018. B2B Digital Marketing Plan for Attracting New International
Customers and Building Brand Awareness Globally: Case: AMA Co., Ltd.
Robinson, P. and et.al., 2016. Operations management in the travel industry. Cabi.
Verma, R., 2017. How can a digital marketing plan aid in the growth and development of an
online music production company?: Case Study: Ghost Beats.