Hospitality Digital Marketing

This report gives an overview of opportunities, challenges and impact of digital environment on hospitality industry, digital tools and platforms by different hospitality organizations, digital marketing plan and methods for evaluating effectiveness of digital marketing.

HOSPITALITY DIGITAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
1. Opportunities, challenges and impact of digital environment on hospitality industry........................3
Task 2...........................................................................................................................................................8
Digital tools and platforms by different hospitality organizations...........................................................8
TASK 3 .......................................................................................................................................................10
3. Provide plan for digital marketing activities to support Hilton initiatives..........................................10
TASK 4 .......................................................................................................................................................13
4. Evaluation on methods of monitoring and measuring digital marketing activities............................13
CONCLUSION ............................................................................................................................................14
REFERENCES..............................................................................................................................................15

INTRODUCTION
The hospitality industry us basically the industry which mainly focuses upon providing
the guest services and thus includes entertainment and relation between guest and host (Chaffey
and Ellis-Chadwick, 2019). The digital marketing is the well-through component of the
marketing which organizations utilize for promoting its products and services and reaching out
the wider audiences. The main aim of this report of this report is to study the importance and use
of digital platforms in hotel Hilton and examine the effectiveness of their digital marketing
campaign.
Hotel Hilton is primarily the full-service hotels being established in 1919 by Conard
Hilton and headquartered in Virginia, U.S. Thus, present report is based on business activities of
hotel worldwide holding that has several hotel chains.
This report gives an overview of opportunities, challenges and impact of digital
environment on hospitality industry, digital tools and platforms by different hospitality
organizations, digital marketing plan and methods for evaluating effectiveness of digital
marketing.
TASK 1
1. Opportunities, challenges and impact of digital environment on hospitality industry
Defination
Digital marketing can be defined as marketing component in which companies use
internet or online platforms to interact with consumers and make them aware with products and
services of business unit.
Overview
Digital marketing landscape is changing on continuous bases. It includes pay per click,
social media, online public relationship etc. Recently email marketing is used by business and
838 billion messages of marketing are sent to users. Social media has become the common
source of interaction to all users and marketers.

Drivers
 Responsive design and content is the key driver of success of digital marketing for
hospitality business as if content is very attractive than can touch emotions of users then
people will get connected with firm.
 Selection of platform is another key driver that may help companies in gaining success.
Users are using social media platform frequently hence selection of this platform will
support company in gaining success in market.
Offline and online marketing
Online marketing can be described as channels that are used to interact with coinsumers
at broad level. These channels are internet, etc. Whereas offline marketing needs no internet
where without such platform company makes communication with end users. Offline marketing
modes are brochure, flyer, television etc. whereas online modes are website, social sites , internet
etc.
Benefit of digital marketing
By this way company can gain in-depth detail about needs of guests in hotel and can
serve them accordingly. It is helpful for Hilton in providing immediate services to buyers that
raises engagement with them.
Use of digital marketing to raise awareness, customer engagement and content marketing
opportunities
The use of digital technology has revolutionized the entire hospitality industry
and thus has affected it in both positive and negative way. Where on one hand, it has helped this
industry to provide quality services to the customers on the other hand, it has also become a
major issue regarding security and privacy issue. The use of various technologies like artificial
intelligence, robotics etc have enabled Hilton to provide digital rooms and digital check-ins to
the customer and thus have provided a great platform to them to manage the services. The digital
technology like IoT has made it easy for hackers to attack the computer systems of hotels and
extract information f customers (De Pelsmacker, Van Tilburg and Holthof, 2018).

The importance of customer insights (Customer data collection and analysis, customer
behaviour, customer feedback systems on-line and CSM)
Use of digital marketing tool can help companies in gathering data of consumers and
knowing their behaviour. By this way Hilton can offer them room and rest services accordingly.
This would make them loyal and will make them frequent buyer of company. Digital platforms
work as customer service management tool that help in building strong relationship with
consumers and managing them well.
Impact of negative publicity, meeting customer expectations in the digital age.
Digital marketing is the platform through which Hilton can promote its services quickly
but if someone gives negative comment of its facebook or instagram page then it may affect
brand image of hotel and will influence mind of other users as well. Negative reviews may create
threats to business and it may hurt expectation of consumers as well. If one is marking negative
comment then other may change their decision to experience services of Hilton hotel hence it
may reduce profit of the firm to great extent.
9) How to track and monitor the multitude of different digital devices used by customers in the
hospitality industry.
Hilton can use mobile application to interact with its consumers. It can make connected
with its users through this application. Consumers will have option to know about their desired
services and customer support team will give immediate response on it. By this way multitude of
consumes can be analysed and monitor easily and accordingly firm can offer them services. That
is the element that may help company in gaining competitive advantage in market.
The competitive environment and the need to rise above the overcrowded market place.
Hilton is facing huge competition, use of digital marketing platform is essential to raise
crowd in firm. By this way firm will be able to interact more with consumers and will get to
know about their desires. By this way it will be able to serve those best that would help Hilton in
gaining competitive advantage in market. By raising overcrowd in the firm , Hilton can become
the leading brand globally in hospitality industry and that will also help in accomplishing its
profit target as well.
PESTEL analysis

PESTLE analysis termed out as the strategic tool that helps to stands for political,
economic, social, technological, environmental and legal components (Mooney and Slobodian,
2016). This involves the analysis of potential impact of these components over the profitability
of chosen enterprise and its long term growth prospectus. Henceforth, Pestle analysis outlined in
following context as are-:
This is basically the framework which organizations use for evaluating the various
external factors that have a great impact upon their operations and functions.
Political factors
Political stability can be termed out as one of the basic need that aids to accomplish
success regardless of industry. It plays significant role that affect working of enterprise in huge
context (Saura, Palos-Sánchez and Cerdá Suárez, 2017). However, this can be stated that the
political components highly influence the number of visitors, tourist and business travelers. The
various political factors are tax rate, political stability, trade restrictions etc.
Positive- UK is considered as highly politically stable country and this has resulted in low rate of
corruption. This has affected hotel Hilton in positive way in its operations and functions.
Negative- The restrictions on trade has been increased in UK across different countries. This has
affected Hilton in negative way and there has been high restriction on Hilton to trade various raw
materials (Kotler and et.al.,2017).
Economic factors
It is component that includes factor such as inflation rate, savings rate, interest rate and
foreign exchange rate. In addition to this, micro environment termed out as those components
that is inclusive of the competition norms impact the competitive advantage of the enterprise
(Chaffey, 2017). Therefore, this can be stated that the strength and weakness of currency can
affect the attractiveness of a vacation spot.
These are exchange rate, unemployment rates etc
Positive- The employment rates in UK has increased from around 34.7% to more than 76.6%
and thus has enabled Hilton to hire skilled and experienced employees for hotel.

Negative- The interest rates of banks and financial institutions in UK has increased from 56.6%
to nearly 78.3%. This has become a challenge for Hilton to take loans for its operations and
expansion (De Pelsmacker, Van Tilburg and Holthof, 2018).
Social factors
The society culture and way of doing highly impacts the working of enterprise in huge
aspect. In addition to this, share belief, attitude and population plays significant role and this
affects the working of enterprise in huge aspects. Henceforth, this can be stated that the
demographics and skill level of the population plays crucial role to cope up with changes. These
consist of lifestyle, culture, attitudes etc. and these are outlined as-:
Positive- Nowadays, more and more people have become highly health conscious and thus
focuses on organic food (Järvinen, 2016). This has eventually affected hotel in positive way as
they are highly focused in serving organic food.
Negative- People are highly cautious about their culture which is affecting hotel in negative way.
Like some people considers eating pork against their culture and this eventually impacts the
menu of non vegan items (Hudson and Hudson, 2017).
Technological factors
This is termed out as the fast disrupting innovation across the world. There are number of
social media tools such as social media, blogs helps to reach out large number of audience within
market (Kaur, 2017). Therefore, this can be stated that technical innovation aids to capture
potential customers. Henceforth, this can be stated that it aids to grab attention and the hotel
chain will gain new customers. This takes one scathing review to destroy a reputation of the
enterprise. These are innovation, automation level, online power etc.
Positive- Emergence of advanced technology like artificial intelligence, robotics has helped
Hilton to manage their records. These technologies have enabled hotel to reduce paperwork and
made their work simple.
Negative- The technologies have also affected Hilton in negative way and thus have resulted in
the challenge of privacy and security issues (Bowie and et.al.,2016).

Environmental factors-
Different market has varied norms and stands that highly affects the working of the
enterprise in huge aspects. This has huge impact on profitability and productivity within entity.
In addition to this, before undertaking entry into new market and by starting new business in
existing market the entity needs to undertake careful evaluation over environment standards that
are needed to operate in those markets (Visser, Sikkenga and Berry, 2019). These factors
encompass climate, weather conditions, environmental policies etc.
Positive- People now are focused towards reducing air pollution and waste and this has impacted
Hilton in positive way (Visser, Sikkenga and Berry, 2019). Hilton mainly emphasizes on
optimizing their operational processes and thus uses natural resources for various activities.
Negative- The frequently changing and weather conditions badly affects Hilton in negative way.
Hilton mainly faces challenge in transporting goods and services due to fluctuating weather
(Litvin, Goldsmith and Pan, 2018).
Legal factors
In addition to this, Hilton must takes initiatives to carefully undertake evaluation on
entering such markets that assist to lead to theft of organization’s secret sauce in order to gain the
overall competitive edge.
These are discrimination laws, consumer protection laws, patents etc.
Positive- The government of UK has reduced the tax rate on room tariffs from 65.5% to 32.7%
and this has enabled Hilton reduce their expenses and their profit has increased.
Negative- As Hilton operates in large number of countries thus it remain exposed to various
legal regulations and laws. This somewhat affects Hilton in negative way as it becomes difficult
to them to analyze legislations of each country.
Opportunities
The major opportunity which is being available to Hilton is strategic alliance and
partnership. Hilton can enter the partnership with well-known organizations in order to expand

its supply chain and enter the new market. Strategic alliances will prove to be a great chance for
Hilton to attract the new customers and hence expand within international market. Another
golden opportunity available to the hotel is bringing innovation and increasing its investment in
research and development (Saura, Palos-Sánchez, and Cerdá Suárez, 2017). Hilton can
differentiate its products and services and thus make use of advanced technology for bringing
creativity in its operations like smart rooms and keys. One more opportunity which will help
Hilton to gain competitive advantage is to diversify the product categories. Hilton can enter the
new product categories and can increase its revenue streams as well as profit ratio. Hilton can
expand its product portfolio in order to strengthen its brand image and increase brand awareness
(Gursoy, 2017).
Challenges
The major challenge which might affect Hilton in negative way and thus can become a
great threat for its operations is strong presence of competitors. The fierce competition in the
market due to increased brand image of its competitors like Marriott, Hyatt might pose a
challenge for Hilton attaining competitive advantage (Visser, Sikkenga and Berry, 2019).
Another major challenge and threat which Hilton might face and will hinder its position in
market is increasing sustainability. The increasing demand of the people towards waste
management and reducing the pollution might become challenge for Hilton and they would have
to focus more on optimizing their overall processes and procedure. One more challenge which
Hilton is facing and might impact its position in the market is increasing use of technology. Now
each and every hotel has begun to incorporate technology in its business and is leveraging for
providing quality services to customers. Even the people have also become technology-oriented
thus this will be a challenge for Hilton to make best use of it (Kotler and et.al.,2017).
Impact

Task 2
Digital tools and platforms by different hospitality organizations.
Digital tools can be termed out as programs, online resources that can make tasks easier
to complete. In addition to this, Digital describes as electronic technology that supports to
generates, stores, and processes data in following manner as are-:
Basis Hotel Marriott Hotel Hilton
Digital tools Hotel Marriott uses search
engine optimization as the
digital tool for increasing
brand awareness among
customers. In addition to this,
Marriott uses a variety of
methods that aids to targeted
to each audience within
market. Search engine
optimization is basically the
process of increasing quality
of the website through
increasing visibility on web
search engine (Visser,
Sikkenga and Berry, 2019).
Marriott uses this tool for
increasing the quality of its
website and thus endeavors to
appear on the top of the page
when users search for popular
keywords like best hotel etc.
Through this tool,
organization is able to fix
bugs as well as boost up the
efficiency of its website to
The hotel Hilton mainly uses
Google analytic as digital
marketing tool for reaching
customers and attracting
them. This tool mainly
provides hotel about the
various information like
website performance,
audience demographics,
popular keywords etc. The
Google analytic basically
allows the hotel Hilton to
analyze market trend as this
tool by evaluating the
information of market
provides statistics to the hotel
and helps them to understand
the demands and
demographics of customers
(Bowie and et.al.,2016).

provide convenience to
customers in searching
(Hudson and Hudson, 2017).
Digital platform Marriott International
Launches Global Customer
Recognition Platform that is
Powered by Sales-force and
this also takes initiatives to
provides Personalization at
Scale Across All Consumer
Touch-points. In addition to
this vision of Marriott is to
world favorite travel company.
It is platform that aids to
connects the guest at each
possible manner.
Hilton uses social listening as
digital platforms that aids to
gather valuable insights in
terms to collect the overall
brand plan of action. Its aids to
ensure that guest experience
gets turned into actionable
insight. With help of it, they
are taking feedback on social
sites in terms to get reach to
large number of audience.
Social Marketing is one of the
effective strategy that aids to
enhance brand image of
customers within market.
Digital channels Marriott International has
maintenance its mobile
application that puts the
emphasize over the
personalization and guest
services, this is term that
underlines the fact that
millennial is driving
companies to put digital
natives at the forefront of their
software development process.
Hilton Hotels uses the new
electronic and online
distribution strategy that aids
to components such as price
integrity, brand website
enhancements. Online
marketing channels aids to
target the potential customer so
that brand image of the entity
can be enhanced (Järvinen,

However, the enhancement in
the use of increased use of the
Internet around the world that
enables Marriott in terms to
expand distribution
opportunities so that growth
within market can be
enhanced.
2016).
TASK 3
3. Provide plan for digital marketing activities to support Hilton initiatives.
Digital marketing plan termed out as series of action that support to accomplish the
business goals with help of clearly selected online marketing channels (Kaur, 2017). An effective
plan of action helps to achieve business objectives. Henceforth, digital marketing plan will be
outlined as-:
Digital Marketing Plan
Executive summary-:
In this report, digital marketing plan of Hilton, UK. This, the chosen is one of the largest hotel
enterprise of the world and the functioning of this industry and this driven by its customers. In
addition to this, digital marketing plan of this entity must be focused on theory of customer
retention and acquisition (Visser, Sikkenga and Berry, 2019). In addition to this, Hilton is
taking initiatives to develop digital marketing plan in terms to bring out the luxury business
division and active holiday seekers. Therefore, key part of establishing an effective hotel digital
marketing plan of action is to establish better relationship with the customers
Situational analysis-The first things that is need to be developed the digital marketing plan so
that internal and external analysis can be carried out in better manner.
 This entity has high brand recognition.
 Technical innovation within entity aids to bring improvement in customer experience.
 Effective and efficient employee retention.

 Effective reputation within the market.
Weaknesses-
 This enterprise has limited market share in-spite of good brand recall.
 The operational working of the enterprise can get affected globally due to different legal
policies and parameters.
Opportunities-:
 It is entity that has high potential within emerging markets.
 With use of adopting digitization, the entity can able to improve its brand recognition.
 The low rate of inflation can assist to bring more stability within market.
 Innovation in products aids to attract the large number of potential within market.
Threats-:
 The rise in raw material can aids to pose a threat over the profitability of chosen
enterprise.
 New environment regulation can pose threat to certain existing categories of products.
 The competition is one of rivalries that affect the working of enterprise.
Marketing strategy- The present plan is based to take initiatives to implement digital
marketing strategies so that entity can able to accomplish competitive advancement (Visser,
Sikkenga and Berry, 2019). In this, entities are taking steps towards to focus and make the best
use of their available resources that can aids to increase sales and outpace their rivals. In
addition to this, this entity allows to keep track on the results of any strategy and this also gives
strong feedback to the promotional strategies of Hilton.
Vision-:
To provide the best digital experience to customer and to accomplish future growth by
delivering warmth hospitality.
Mission-:
To be the most effective hospitable company within world with help of creating heartfelt
experiences for Guests, meaningful opportunities for Team Members, high value for Owners
and this also has positive impact on our Communities (Visser, Sikkenga and Berry, 2019).
SMART PLAN-:
 S-Specific- Hilton is taking initiatives towards to implement digital marketing channels
and platform to globally reach the wide range of customers.
 M-Measurable- It is entity that undertakes plan to earn 20% of profitability and 30% of
market share. This enterprise aids to undertake business activities in effective and

efficient manner.
 A- Actionable- By the use of channels as TV, media, social media can aids to attract the
wide range of customers.
 R- Reliable- To carry out the better monitoring process with terms to undertake the
monitoring measures that can be helpful to accomplish organization goals.
 T- Target- The entity can make digital marketing plan successful with help of targeting
the audience such as as middle age, adults and retired person etc.
Marketing mix-
This is inclusive of that elements that aids to accomplish business objectives in effective and
efficient manner. Henceforth, these are outlined as-:
 Product- The managing authorities of Hilton is taking initiative to undertake approaches
that helps to design the commodities in effective and efficient manner. Also, enterprise
is taking steps towards to have the use of best digital marketing channels such as online
advertising, web design and to streamline site designs and navigation to improve user
experience (Chaffey, 2017). It is one of the effective term that aids to accomplish the
competitive advancement within market.
 Place- In order to implement the digital plan the entity has to adopt the online strategy to
target the audience and to cover large potentials within market. This is one of the
effective approach in terms to undertake the activities of the enterprise in effective and
efficient manner.
 Price- The main aim of chose entity is to deliver the warmth hospitality services to
customers. It can aids to accomplish desired marketing objectives. With use of offering
effective services at the better cost the brand image of the entity can be improved and
productivity can be enhanced.
 Promotion- In order to successfully implement digital marketing plan, the enterprise can
take step towards to use promoting tools such as advertisement, print, media, social
media etc. With the use of this kind of strategy the enterprise can able to accomplish the
desired success and potential customer within market can be easily targeted (Visser,
Sikkenga and Berry, 2019).

Budgeting-
Budget towards to implement digital marketing plan are outlined as-:
Resources Price
Digital equipment 120

Key skilled personal 300
Advertisement 200
Material 200
Total 820
Monitoring and evaluation-:
At this stage, the manager and other authorities of Hilton must take initiatives to undertake
actions that aids to accomplish business objectives (Visser, Sikkenga and Berry, 2019). Thus,
they need to identify the discrimination among the actual and planned process. If there is any
deviation to it, then controlling measures must be taken to achieve the desired success. With
help of it, the entity can able to bring streamlined working activities.
TASK 4
4. Evaluation on methods of monitoring and measuring digital marketing activities.
In this, it can be stated the positive return on investment can be termed out as one of the
effective goals of each digital marketing campaign (Chaffey and Ellis-Chadwick, 2019).
Therefore, the ways that aids to monitor and measuring digital marketing activities are outlined
as-:
Conversion- It is method in which visitor and customers can take the initiatives to accomplish
better result of digital marketing (Mooney and Slobodian, 2016). Henceforth, this can be stated
that Unlike website behavior, conversions are more directly linked to sales and revenues. website
behavior- The likes and dislikes about the product and services can also help to identify the
working of the enterprise (Saura, Palos-Sánchez, and Cerdá Suárez, 2017). This is one of the
effective way that aids to find out that what kind of digital marketing campaigns puts the eye on
website.

Key performance indicators- With the use of key channels the entity can able to undertake the
gap among actual and planned performance (Chaffey and Ellis-Chadwick, 2019). In addition to
this, it can be stated that Key Performance Indicator can be defined as the measurable tool that
demonstrates how effectively a company is achieving key business objectives. Organizations can
have the use of KPIs at multiple levels to evaluate their success at reaching targets.
Example of digital measurement metrics- If the retailer is measuring gross margin with the
category rather than by channel that assist to track how well the organization is working together
to drive sales. Therefore, this is the financial data that aids to complements
operational metrics for channel integration and customer-focused KPIs measuring share of
wallet, loyalty, customer growth, and cross-channel satisfaction.
Use of digital marketing- It assist to make the use of prover plan of action and techniques that
attracts customers. Therefore, this encompasses the all marketing efforts with use of electronic
device and internet. It is tool that assist to create the brand loyalty. It will be helpful for tracking
the whole marketing efforts immediately.
Impact of negative publicity- Thus, bad publicity of the commodities can enhance the sales when
a product or company is relatively unknown. Hence, it stimulates the product awareness.
Businesses with negative publicity can turns off candidates from applying the job and most of
the companies will risk losing potentially good applicants due to a smudge campaign or other
forms of fault-finding content online. This also affects the brand image of the enterprise.
CONCLUSION
Hereby, it can be concluded that hospitality is one of the largest sector within the United
Kingdom. The present report has covered the business activities of Hilton. In addition to this,
report has covered an overview of opportunities, challenges and impact of digital environment on
hospitality. Also, study has covered varied digital tools and platforms by different hospitality
organization. Lastly, report has identified the digital marketing plan and methods for evaluating
effectiveness of digital marketing.

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