Hospitality 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).