Hospitality Digital Marketing

Hospitality Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
An environmental analysis for Marriott Hotel digital presence, along with focusing on
opportunities, challenges and likely impact digital environment for industry-..........................1
TASK 2............................................................................................................................................5
Critical assessment of Marriott Hotel business by comparing and contrasting its digital
presence-.....................................................................................................................................5
TASK 3............................................................................................................................................7
Providing a plan for organizing digital marketing activities for supporting Marriott Hotel's
initiatives of building multi-channel capabilities-.......................................................................7
TASK 4..........................................................................................................................................10
Key methods that can be used for evaluating, monitoring and measuring the effectiveness of
digital marketing across the business-.......................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Hospitality digital marketing is very essential for these industries. They can enhance their
revenues and profit by adopting several digital marketing tool.
Marriott Hotel is third biggest chain of hotel across the world. Hotel is situated at 6,906
location across the world. The company is gaining revenue of $20.75 billion. There are more
than 176,000 people who are employed under the company. The above report includes
environmental analysis for Marriott hotel digital presence, focusing on opportunities, challenges
and likely digital environment for industry. Report further carried forward with providing the
critical assessment of Marriott Hotel business by contrasting and comparing its digital presence.
Creating the marketing plan for organizing digital activities for supporting hotel's initiatives of
building multi channel capabilities. Report ends with the providing key method for evaluating,
measuring and monitoring digital marketing effectiveness.
TASK 1
An environmental analysis for Marriott Hotel digital presence, along with focusing on
opportunities, challenges and likely impact digital environment for industry-
SWOT Analysis:
SWOT Analysis is strategic planning tool that can be utilized for helping organization or
person for identifying strength, weakness, opportunities and threats which are related to the
business planning. It can be described below-
Strength-
Marriott Hotel had strong position across the market and also have expanded and
diversified business all over world. It also has strong financial position due to wide range of debt.
They are rendering huge range of product and services to their consumer and highly satisfying
them, by this company had gain strong position regrading consumer as they had gain loyalty base
among their consumer (Murphy, Chen and Shapiro, 2017). Hotel also have good employee
retention they are employing over more than 150,000 workers. It has over 3700 hotel and resort
within 70 nations. Company is moving toward technical and innovation so that they could
improve consumer experience and upgrading their business process constantly.
Weaknesses-
As Hotel had extended business, they are becoming weak in the management system due
to their pathetic business performance. They are experiencing backwardness in infrastructure
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within field of information and the technology management. Marriott hotel could have
competition from long established hotel (Choi, 2017). As company is expanding itself globally
along with huge number of hotels may lead to the brand dilution. They are also liable to pay a
civil penalty to the one of their guest of $600,000 for blocking personal Wi-Fi. The company had
also face up the bad publicity in market.
Opportunities-
There is an opportunity for Marriott hotel to emerge into the international market with
high potential. The global hospitality sector is developing and growing very rapidly. They could
also have technologies and innovation in their consumer service so that they can highly satisfy
their consumer. Hotel can also move toward having a renovation and best interiors in their
premises so that they could attract customer widely. There are large number of individual for
pleasure and work both is rising immensely. This opportunity can be availed by hotel with their
existing property and further building strategic alliance with another chain of hotel and airline.
They also had an opportunity to develop more digital marketing techniques so that they can
attract huge consumer and gain profit and revenue significantly.
Threats-
Hotel Marriott has the intense competition from the new entrants which are adopting
various technologies and innovations in their services which are gaining huge consumer towards
them. They also have a threat of getting the loyalty right. Company is also facing a major threat
from the brand such as Hilton, Novotel etc., who are constantly working to become a market
leader. The situation of global recession has adversely affected the hospitality business and thus
many of the properties are being sold out in the market due to losses in business this had also
affected Hotel Marriott (Bowie and et.al., 2016). They also have threats from the terrorist attacks
as rated properties are largely targeted by terrorists. The biggest threat is the military conflict or
terrorist attack which can disrupt global air travel or frighten individual away from the travelling.
PESTLE Analysis:
It is the framework and tool that is utilized for monitoring and analyzing micro-
environmental factor which could have profound impact on company's overall performance. This
technique is helpful for company to start new business or further entering into the global market.
The PESTLE Analysis of Marriott Hotel has bee described below-
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