Hospitality Digital Marketing: A Comprehensive Guide for Hilton Hotel

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