Hospitality Digital Marketing: A Comprehensive Guide for Hilton Hotel

This document provides a comprehensive guide on hospitality digital marketing, focusing on Hilton Hotel. It includes an environmental analysis, key digital tools and platforms used by various organizations, and a plan for digital marketing activities to support Hilton Hotel. The document also discusses methods to evaluate and measure digital marketing effectiveness.

Hospitality digital
marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................4
Develop the digital marketing report on Hilton hotel and require to provide an environmental
analysis in detail manner ............................................................................................................4
TASK 2 ...........................................................................................................................................6
Key digital tools, platforms and channels used by various organisations and comparing its
digital presence............................................................................................................................6
TASK 3............................................................................................................................................8
Develop a plan for digital marketing activities to support Hilton Hotel.....................................8
TASK 4..........................................................................................................................................11
Methods to evaluate, monitor and measure digital marketing effectiveness............................11
CONCLUSION..............................................................................................................................13
REFERENCES .............................................................................................................................14

INTRODUCTION
Hospitality digital marketing means building and maintaining the business presence
online. Digital marketing was introduced in early 1900s and since then this method have
changed the face of doing business(Buhalis and Sinarta, 2019). This is useful in improving
different segment of organisation in which the new customer base are created to increase
profitability for an organisation. The present report is based upon Hilton which provide full
service hotel and resort . The company head office is located in Mc Lean, US. Report carried
forward on the basis of different opportunities as well as challenges present in the market. Along
with, this, impact of digital technology effect the hotel companies. Furthermore it is essential for
company to monitor and control digital activities effectively for a smooth functioning. Digital
marketing plan is essential for the hotel to improve the sales and productivity for a longer time
duration.
TASK 1
Develop the digital marketing report on Hilton hotel and require to provide an environmental
analysis in detail manner
Digital marketing is the platform where hotel chain can promote there product and
services to larger audience in the well define manner . This type of marketing help in increasing
improve the ability to reach new customer and improve the positioning for the company for
longer time period. The management of Hilton Hotel must focus one the environment as to make
changes and improvise the policies for a smooth functioning of organisation. To understand the
surrounding Pestle analysis is an effective tool for a hotel chain to figure the changing
environment. Here is the detail explanation of pestle which is explained below in detail:
Political factor: This factor involve various laws which include trade policies,
international digital and different norms for doing business. When the company is dealing with
the other nation so hotel must understand the political outlook to provide services to consumer.
The present political condition of UK is stable and government the digital and innovation
technology which makes easier for hospitality industry to operate business effectively. The
manager of Hilton hotel must follow all the legislation and norms which are made by
government for a proper functioning of business. For example china and North Korea provide

limited access to internet so in this case Hilton hotel must avoid doing business due to instability
of political governance.
Economical factor: This factor describe about the economic condition for the country
which consist of GDP, inflation rate and per capita income of the nation(Buhalis and et. al.,
2019). These are the essential factor which every organisation must take in mind before entering
in the new market. The organisation like Hilton must consider such elements as to earn more
profit as this help hotel to sustain for a longer time span. The UK is a developed nation and
people have more spending capacity from other nation which is beneficial for Hilton to grow and
expand business. As people have more into digital technology and the government is constantly
spending more resources on improve technology to provide convenience to customers. Apart
from the this, people in UK are willing to spend more of technology as to improve there living
standard and enrich life of people.
Social factor: This is the factor which involves individual opinion, needs and
preferences. There are different kind of factor which organisation must keep in mind before
offering services to consumer such as person backgrounds, culture and other belief. This will aid
Hilton hotel to create opportunities and open a new market for customer. As UK people are more
in digitalisation and they frequently use different social media platform such as LinkedIn,
Facebook, Twitter and many more. So Hotel can use help of digital technology to provide
services to consumer and they implementing new technology in hotel to increase the customer
base. Hilton hotel must introduced pre booking and inbox facilitates to solve the quires of user.
On the other hand the people of UK tend to spend ample amount of time with there smartphone
as this become as social necessity for the individual. So this become essentials for hotel improve
digital presence for expansion and growth.
Legal factor: For every organisation legal factor is an essential elements which must be
followed for the smooth functioning of the company. This consist of government policies and
regulation which are made to reduce any kind of theft and uncertainty present in the
market(Camilleri, 2018). The UK have made different laws and regulation which help company
use different factor present in company. Further the nation is complying all the legal activities
which help in sustainable business environment for hospitality industry effectively. Hence Hilton
hotel can expand there operations by abiding all the laws effectively. Along with this,
government also support the digitalisation marketing which is essential for the company to

expand the business effectively. There are different digitalisation laws made by government to
prevent data trafficking and data breach. So to avoid such kind of theft and risk hotel have to hire
experts and make sure to abide all rules for a smooth functioning.
Environmental factor: This factor is concerned about the changing climate conditions
and rise in temperature due to rise of industrial waste. It also impact on the digital services for
the hotel as government has implement different laws for the company to prevent surrounding. In
the context of Hilton hotel has to focus on reducing waste and implementing new policies which
prevent the environment from getting polluted(De Pelsmacker, Van Tilburg and Holthof, 2018).
Along with this, company has to focus on creating awareness which help in increasing various
factor present in the market. Apart from this company has to focus on recycling product to
reduce waste and support cleaner environment for the people. There are other factor such as
recycle where the company can implement proper rules which help hotel to support the
environment.
TASK 2
Key digital tools, platforms and channels used by various organisations and comparing its digital
presence
Digital tool is the method in which the company tend to provide highly efficient service
to consumer. Digitalisation have taken entire industry and it also become the essential part of day
to day life for different customer. In today's market different digital tools and techniques are used
for promotion as well as marketing as there are easy and convenience method to create
awareness regarding the brand effectively(Garant, 2017). Hospitality industry is putting
emphasis on digital technology as to improve the experience of customer and offer them high
quality product and services to consumer. For Hilton hotel the company management is focusing
on attracting larger audience. Apart from this, company is using various kind of technology
platform and channels to make a better impact on the consumer.
Hilton hotel:
Hilton hotel use digital technology at a vast level and spend more earnings to implement
new technology to improve the customers experience and expectation. Along with this company
uses different platform such social media as to attract the larger audience in a shorter time span.
However this is consider costly method and hotel must make use of resources effectively and

engage in best channel and promotional platform to attract larger audience. Here are some of the
method which company can to promote and explore the market effectively are explained below:
Social media: In the present world people are more active on their social media platform
and they share all there experience and opinion to world. Hence this becomes essential for
hospitality sector to focus on social media as to promote the services to larger number of
audience. Hilton hotel can use social media as the promotional tool as it is very convenience
method to attract the consumer at the larger scale(Gibson and Parkman, 2018). Furthermore hotel
can use YouTube and create video content regarding there hotel services to promote different
services. This is most widely used method by various hospitality industry as it has low cost
advertisement. Apart from this company can use different platform such as Facebook,Instagram
etc. as they are best tool for advertisement. This is also the best sources to keep engage the
customer and productivity of the company.
Official website : Now a days it has become more popular to method to have website as
this provide more information regarding the hotel presence in marketplace. This trend has led
even the hospitality industry to review and redesign their websites to attract the tourist. The
traditional system of booking hotel and resorts is completely changed due to website designing.
In the context of Hilton hotel, the management team has to improvise there website and make it
more appealing as to create better impression on the minds of consumer. Apart from this, hotel
have to remove traditional method and implement bookmarking and mobile marketing to attract
larger number of audience. Hilton hotel must spend time and money to improve the strategies for
web designing presence. They must optimise search engine and improve the ranking by
providing better services to consumer.
Voice search: The next generation of web users prefer using communication through
voice activation as this can be useful method to hospitality industry to explore new market
effectively. This technology is the voice control system and recognition technology which
primary works upon consumer tablet, smartphone and other similar devices. Hilton hotel must
use such kind of technology where consumer can boom hotel via smartphone by just speaking to
device. Along with this, hotel must implement voice control within the hotel where customer can
control the room light, music and heating with voice search. Hence this kind of technology will
help hotel to expand the business for expanding the business and other investor will invest the in
company.

The Ritz London:
Digital marketing tool which is used by Ritz hotel to expand and explore the untapped
market effectively. The hotel is investing more in increasing the use of digital marketing for
enhancing the market share and productivity of the company(Guaracino and Salvato, 2017). This
is done due to increase in competition in the market and hotel has to put emphasis on to improve
service and bring new technology and features in order to attract consumer. Ritz hotel have to
upgrade there digital presence for the sustainable business growth. Here are some of the factor
which is used by the hotel are explained as follows:
Advertisement on Google: This has become the most common tool and channel for
digital marketing through which hotel pay Google to promote their company to a larger scale.
With the help of this method hotel are reaching to a larger customer base. This has gain
popularity among wide internet user where the advertisement pop up on tablet or smartphone
whenever individual visit google page. It gain so much of attention as is easy and cost effective
method to promote company services to end users. Ritz hotel management have to focus on
implementing digital marketing tool as to improve the productivity as well as revenue for the
longer time duration.
Influencer marketing: This has become the fast growing digital marketing technique in
the market as to remain highly competitive in the market. For the hotel like Ritz company has to
create hire influencer which is an traditional word of mouth for increasing hotel brand awareness
which help in increasing the sales and productivity of hotel. The method of marketing can reach
to the larger audience and attract more customer. Along with this, it develop credibility and trust
among respective customer which bring more business to customer. In this Ritz hotel engage the
potential customer with the authentic content and focus on brand as to increase the customer base
for the company.
TASK 3
Develop a plan for digital marketing activities to support Hilton Hotel
Hospitality sector in which Hilton hotel operates it activities which company to grow and
expand is business activities effectively. Hence this directly impact the business so in this case
company has to focus on developing the effective plan to expand and explore the business
activities effectively. In the business case this has been mentioned that company is taking

approach of Digital first approach and company is spending around 38% of there total revenue of
digitalisation. Hence this become essential for the company like Hilton hotel to compete in
market which are Ritz, and Marriott hotel. For dealing with competitors and attaining
competitive advantage Marriott Hotel is developing a plan for its two new extensions which are
made below.
a) Luxury business division
Figure out channel:
This is the method through which company identify different ways through to promote
and expand the business effectively. It is crucial for the company to identify the different channel
of distribution as to provide effective services to consumer effectively. For Hilton hotel the
management can focus on digital marketing platform to increase the sales and productivity of the
hotel for a longer time duration(Gursoy, 2018). The hotel can use marketing channel to provide
and make aware about new holiday package, restaurant service and booking facilitates through
different channel of promotional platform. For example UK population is currently using online
platform for websites application for gaining information regarding the new offers and services
provided by hotel. Rather than traditional way of booking hotel now a days people tend to book
hotel through phone.
The people now prefer ease and comfort and the digital marketing is helping out
customer to improve there experience. Apart from this Hilton hotel is facilitating customer by
providing luxury services to consumer as people are willing to pay to for high end service.
However the company is using advance channel such as Google Ads, Instagram, Facebook and
twitter for promoting and marketing their offerings(Punchihewa, Gunawardena and Silva, 2017).
This is done to improve the sales and attract more audience to increase the global presence.
Developing objective
Once the hotel figure our the best possible channel of marketing the next step is to figure
out the objective for the company. It is crucial for the Hilton hotel to define objectives clearly as
it provide business to company and management is responsible to make clear about the mission
and objectives of the employees as to achieve common goal and objective effectively. Here are
the objectives which are as follows:
 To increase the sales of the company by 20% in coming year.
 To provide better service and customer base in 2 years.

 To increase the online presence with the help of digital platform and different channel of
communication.
In order to achieve all these objectives Hilton hotel have to focus on there service and
facilities provided to consumer during there stay. Apart from this, management have identify the
new way and make use digital technology to expand and promote business effectively.
Focus on target audience:
It is essential for the company to know the audience as to create trust and business. Hilton
hotel management has to focus on segment the customer on the basis of income and backgrounds
as to provide better services to consumer(Horner, 2017). In this case Hilton hotel is targeting
business person and families who desire to spend quality time with other business people. Apart
from this company is also targeting high class segment as they have more spending capability
which bring business to hotel.
Maintain reputation:
The company has to focus on creating brand image by providing better services to
consumer. Hence the management of Hilton hotel has to improvise the plan and productivity of
the company as to meet the requirements of the user and provide satisfactory services to
consumer. Beside this, hotel has to put emphasis on the online review in which the consumer
provide feedback regarding the services. The manager of hotel have the responsibility to make
changes with the assistance of customer as to provide satisfactory service. As this method aid
Hilton hotel to create reputation in the minds of customer for longer time period. With the help
of digital technology company can track the review and determine the goal as per the need and
requirements.
b) Active holiday seekers
Identifying the channels:
This is essential for the organisation to maintain effective channel to promote and expand
business effectively. The needs and preference of holiday seeker may differ from other person so
company must figure out the best possible outcome to deliver services to consumer. Hotel can
adopt different steps which include Emails, and making websites for creating awareness
regarding the product and new service. By opting these kinds of channels, it empowers the
Hilton hotel in attracting the attention of people across the world and also enhance its overall
proficiency ratio among competitors. There are other factor such as display marketing as now a

days customer visit blog, forums and other websites to know about the service of the company.
Digital marketing aid hotel to reach out to the potential customer by placing relevant display ads
to grab the attention of the customer.
Create objectives:
Digital marketing is the use of various digital medium to reach out to the different
perceptive to provide service to consumer(Hudson and Hudson, 2017). The reach of digital
technology have provide tremendous growth and expansion for hospitality industry in the lesser
time frame. For Hilton hotel the main objective is to be set and make sure that hotel can achieve
desire aims effectively. In this case, manager of Hilton hotel have to implement new policies and
method through which company can make changes in regards to fulfil the needs and
requirements. The objectives must reflect the culture and value in which company must work.
Identify the target:
Under this factor, there are different factor are present for Hilton hotel to identify the
target with the help of technology which include Facebook ads and Twitter through which
manager can explore these two tool for identify the target audience. The active traveller requires
different services and hotel must identify the needs and provide different services which include
travel agent to travellers as to improve the experience(Kannan, 2017). Hilton management can
easily target the youth and enthusiastic traveller and provide better service such as tour package,
vacation in order to capture guest need and want. Because of this, it also allows them to expand
their overall sales and profitability as it helps in enhancing the overall sales and performance
which helps in fulfilling the current trends of customers tastes and demand in a well define
manner.
Create reputation:
Due to rapid growth in the hospitality industry this become crucial for the company to
build brand image in the mind of customer. Here the Hilton hotel can make use of digital
marketing as tool for promotion and increasing the brand image in of the company. This is
essential for hotel to be active, responsive and engaged in the market as to create goodwill
effectively. In regards to achieve such goal hotel have to keep in touch with the existing loyal
guest and reach out the potential customer with the authentic message to resonate the market.
Apart from this, administration of hotel must take care of website by implementing supporting
marketing strategies to improve visitation and conversions can take place through website.

From the above plan this has been analysed that digital marketing plan is essential for the
company to expand the business and to capture large market share(Kotler and et. al., 2017). The
Hilton hotel must take care of guest needs and wants to make sure to facilitates them with
superior quality service as to increase the brand image in the minds of customer. Beside this,
company has to focus the objective as make sure that employees are working effectively to
achieve the common goal in the given time frame.
TASK 4
Methods to evaluate, monitor and measure digital marketing effectiveness
Digital marketing includes such efforts in marketing arena which involve the use of a
computer or internet. Businesses can use its various channels and social media to do publicity of
their business activities, goods and services. This is essential as the consumer gets to know about
their products(Leite and Azevedo, 2017). It also enables the firm to directly connect with its
current and prospective customers. It is important in a modern world and a dynamic business
environment that a company uses digital marketing to its full advantage for marketing and
publicising its products and service to stay ahead of competitors in the market. Hilton Hotels &
Resorts uses the digital marketing tools and techniques to stay connected with its clients.
Hilton Hotels & Resorts uses the following methods to evaluate, monitor and measure the
effectiveness of its digital marketing strategies-
Overall website traffic- It is a method used to measure the success of website of an
organisation. People visiting the website per day, number of clicks per day are the determining
factors for it. It is also essential for enhancement of social media reach to consumers. Hilton
Hotels & Resorts uses this method to see how many people visit its website on a daily basis. It
can analyse whether it needs to bring more creativity to its website in order to make it look more
attractive and appealing to customers.
Bounce rate- This metric is used to identify the number of visitors who leave the website
after viewing only one page. There may be different reasons due to which they do so particularly
like long time taken by site to load, unavailability of content, site not compelling enough to stay
or due to an error page. In the context of Hilton Hotels & Resorts it is important because in the
highly competitive hotel industry it is necessary to retain customers otherwise they might shift to
other options available. Thus the hotel can focus on taking the help of website designers to

include creative content which will help in maximising the time of people visiting the website
and will reduce the bounce rate.
Conversion rate- It refers to the number of conversions made on the website which
includes actual sales or leads. It is necessary to have a high conversion rate to make digital
marketing strategies successful in the long-run(Nayyarand et. al., 2018). Measures to improve
conversion rate can be deploying a optimisation strategy, optimising the conversion funnel,
determining whether the offer made to audience is ideal or not and testing what's working and
what's not. With use of these techniques the rate can be improved substantially. If a company
uses this strategy effectively then it can generate good business. It is important for Hilton Hotels
& Resorts because only number of people visiting on website is not sufficient. For the growth of
its online business, it is absolutely necessary that people do bookings on the website or leave
their details for potential leads.
CONCLUSION
As per the above stated report this has been concluded that digital marketing plays an
vital role in hospitality sector to increase the sales and productivity of the company. Furthermore
this, help hotel to attract larger number of audience and it aid the sector by analysing the taste of
customers and their preferences and also useful in making suitable strategic decisions to achieve
competitive advantage. In order to understand the external environment the company has to use
Pestle analyses which help in increasing the sales and know about the market and changing
trends of customer. Along with this, different method through which hotel can measure the
digital marketing tool as to create a better marketing campaign as short fall of expectations can
fail to reap a successful result from all the suitable efforts.

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