Hospitality Digital Marketing

This study focuses on the effectiveness of digital marketing in the hospitality sector, using Marriott as a case study. It discusses the overview of digital marketing, consumer trends fueling its growth, and the assessment of digital tools used by hospitality organizations. It also examines the development of e-commerce and digital marketing platforms in comparison to physical channels.

Hospitality Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Overview of digital marketing by comparing online and offline marketing concepts (350). 1
P2 Hospitality consumer trends that are fuelling the growth of digital marketing (350)............2
M1 Opportunities and challenges facing digital marketing within hospitality sector (150).......3
D1 Critical analysis of digital marketing and impacts of growth of ecommerce on the
hospitality sector..........................................................................................................................3
P3 Assessment of digital tools used by different hospitality organizations................................4
P4 Development of E-commerce and digital marketing platforms in comparison to physical
channels.......................................................................................................................................5
M2 Critically analyse the use of appropriate digital tools both hardware and software.............5
P5 Develop a digital marketing plan and strategy.......................................................................6
P6 Explain how omni channel marketing is used to meet business objectives...........................9
P7 Determine and evaluate the measurement techniques and performance metrics...................9
P8 Present a set of actions to improve performance in digital marketing.................................10
M3 Tools and techniques to plan an end to end omni channel marketing................................11
M4 evaluate application of key digital measurement techniques and performance metrics.....11
CONCLUSION..............................................................................................................................11
REFERENCES..........................................................................................................................13

INTRODUCTION
A process of promoting products and services of an organization by making use of
internet, mobile devices and social media platform is known as digital marketing (Chaffey and
Ellis-Chadwick,2019). This present study is based on Marriott which is an American
multinational diversified hospitality company. It manages as well as franchises a broad portfolio
of hotels. This present study of digital marketing is going to effectiveness of digital marketing
along with reasons as why many companies of hospitality sector is using this. It will also show
some challenges occur while performing marketing activities using of mobile devices and
internet along with consumers trends which can allow Marriott to increase their sales. Further, it
will discuss de4velopment of marketing plan which include all those factors need to be
considered by company while making decision.
LO 1
P1 Overview of digital marketing by comparing online and offline marketing concepts
Overview of digital marketing: Digital marketing is the main function of an organization by
which they promote their products services in the market by making an effective use of social
media platforms, internet and any device or gadgets. So, it can be said that all functions of
marketing done by making use of digital systems and internet is known as digital marketing.
Some examples of digital marketing include: promoting products by uploading images on
official websites, E-mail as well as social media platforms. It also includes: content marketing,
pay per click and others.
In the regards to Marriott hotel, it can be said that changing needs of customers and
changing lifestyle of people are putting pressure to hospitality sector to change their ways of
performing (Chaffey and Smith, 2017). For making customers feel pleased and satisfied, all
companies in this sector are changing their ways and transforming marketing into digital
marketing is one of the best and effective examples of it. In addition, it is also stated that
competition is also increasing in hospitality sector so, for being in the competition, they are
switching their ways. One of the hot reason of increasing E-commerce and digital marketing is
COVID 19. Due to this infection and many other types of virus infections, people do not prefer
1

to go outside and places where social gathering can happen like shopping mall and other physical
stores. So, by purchasing services online, they can make themselves safe and secure. For this,
Marriot made a deal with Jackson Hariies, a YouTube as well as effective collaboration with
Snapshot influencers with the main aims of optimizing multiple digital channels.
So, it can be said that by making an effective relation and collaboration with influencers
of both big platforms it can focus on several influencers it can make them aware about
destinations, its services and attract them to the great extent.
Offline v online marketing
Online marketing refers a way of promoting goods by companies by making use of internet as
communication medium. It is called modern way of marketing as well as digital marketing. For
example: video advertising, E-mail campaign etc.
On the other hand, offline marketing is a process of making people aware about products
of company without making use of internet (Hung, 2017). Some examples of it includes:
brochure, newspaper, Television, traditional and others traditional sources.
Benefits for Marriott of digital marketing
 With its help it can save its time.
 It can solve customers’ queries immediately by providing them online 24*7 customers’
services.
 By analysing searching history and traffic on website it can know needs of customers.
 It can increase efficiency and quality of products by taking feedbacks and knowing views
of customers and making changes accordingly.
Brand awareness: Digital marketing or performing marketing activities by making use of
internet and social media Platforms Company can improve their brand and aware customers
about it. With digital marketing, companies and marketers interact with customers anytime and
also solve their problems in a timely manner which makes them feel valued and motivated. This
encourage them to retain with the company which improve brand awareness.
Customer engagement: Digital marketing allow customers to to get any informations about
company and their products any time. With internet and social media platforms, companies are
providing 24*7 customers services even after selling products and services. Companies also try
to keep in touch with customers which engage customers with the company.
2

P2 Hospitality consumer trends that are fuelling the growth of digital marketing
There are several companies of different sectors who are focusing in digital marketing
because it has become easier to reach global customers and attract them. Other main reasons are
it impacts on consumers’ spending limits as well as buying behaviours. It can also take
advantages of consumers’ trends which are:
Live videos: Live videos which having live contents is one of the raising segment which is
increasing video traffic. It is demanding trend as customers prefer it because as compare to
others it is cost effective as well as time saving. So, in this context, it can be said that by making
an effective use of this current and raising trend of consumer, Marriott hotel can engage
customers with the hotel and improve relation with them as well.
Voice search: Voice search is other main growing customers’ trend and it is expected that up to
the last month of 2020, around 50-60% of customers’ queries will be voice based because
customers find easy to use it even those people who are not well-educated. In addition, it can be
said that people of rural areas find easier to use voice search and getting immediate voice
answers in any languages (Bentahar and Pookulangara, 2019). So, it can be suggested to Marriott
that it should make an effective use of this customers’ trend for increasing customers experience
and satisfaction by solving their any type of problems even after post selling services related.
Technology as driver: So from the above it can be said that technology is one of the main driver
of changes and digitalization which has changed many of things. Technology revolves around us
and many of work which people do are all with the help of technology.
Content marketing: It is a strategic marketing approach in which companies focus on creating
and developing an effective, valuable content to attract customers towards buying their products
and services. A process of marketing and performing all functions by making and creating
effective content is known as content marketing.
M1 Opportunities and challenges facing digital marketing within hospitality sector
In the context of effectiveness of digital marketing it can be said that it is the one who is
allowing people to get employment opportunities as it creates approximate 1.5 lac jobs. So, in
this context it can be said that by hiring digital marketer Marriott can make better content for its
marketing and attract customers to the great extent.
Digital marketing can allow Marriot to take several opportunities which include:
3

Continuous learning: Digital marketing is one of the best industry where many people are
trying to make their career and sharing skills for the same. By making use of those skills and
hiring employees, company can take opportunities of making its products and processes
innovative and unique than others. Marriott can also learn so many new things by making use of
digital marketing (Willems and et.al., 2017).
Some challenges include: Understanding human interest and their ways of buying is somehow
difficult because in this type, marketers do not interact with customers directly.
Funding is also challenging part and it can also be said that investment in all platforms can be
expensive.
D1 Critical analysis of digital marketing and impacts of growth of ecommerce on the hospitality
sector
Digital marketing is having several positive effects like it is allowing companies of
hospitality sector to attract customers, making them aware about features of services by being
cost effective and saving time. Digital marketing does not only have positive effects bit on the
flip side it has some issues and problems which can create barriers in the path of the success of
companies. Some main challenges which occur: finding difficulties in segmenting market, lack
of experience, lack of communication or selecting the best one among all can be challenging.
There are several reasons which show that E-commerce and digital marketing is having several
positive effects on hospitality sector or Marriott hotel as well.
Personalized services: E-commerce allows manager to give personalise services to customers
because while online shopping, customers have to fill their details like birth date, name, address
(Sujata, Menachem and Viraj, 2017). By making use of these informations, E-commerce
business can provide personalized services like sending gifts and vouchers on their birthday on
their given address etc.
P3 Assessment of digital tools used by different hospitality organizations
There are several digital tools are available which are being used by different
organizations in hospitality sector. They make an effective use of digital marketing tools for
attracting customers and making their digital marketing successful such as:
Hub spot: Hub spot marketing has several tools which are available for free. In this tool,
companies set up popup forms, web forms and live chat software for leading captures. After that
companies send E-mail marketing campaigns, making use of all data or informations in
4

customers’ relation management which helps them out in analysing site visitors behaviours or
attitudes or needs of all those customers who have visited sites of companies. This tool is known
as all in one in solution. It allows companies of hospitality sector to grow traffic and convert
leads (Kinnunen, 2018).
Proof: It is other main digital tool which is allowing companies of hospitality sector to
identify visitors as well as examining their journey throughout their sites. Prices of using this tool
mainly depend upon the volume of website traffic of companies. In the context of this digital
tool, it is stated that this connects to CRM or website of company and make use of social proof in
order to boost conversion leads on their sites. It allows company to see that how many visitors
have seen their content and currently how many people are viewing their messaging and
contents.
Social media: It also refers one of the best way and tool which are being used by many
companies of hospitality sector in order to attract customers to the great extent. One of the
reasons as what companies have made they able and making themselves beneficial in attracting
customers is people spend their a lot of time in social media. They prefer to buy service online
lie by booking tickets online they can save their time.
So, it can be said that by making use of all these tools and others, Marriott can encourage
people to search their websites, generating leads and retaining them with the company for the
long run.
P4 Development of E-commerce and digital marketing platforms in comparison to physical
channels
There is a high growth of E-commerce or online trading because due to changing life
style and advanced technology people use internet and social media platforms to the great extent.
There are several other reasons which shows development of E-commerce and digital marketing
platforms as compare to physical channel is: busy schedule of people, changing life style,
internet addiction, willingness of trying new ways to buy products and trying something new.
Some digital marketing platforms and channels which are being the most used by companies in
order to market their products and services include:
LinkedIn: It is one of the most used and effective digital marketing platform which are allowing
companies to attract customers and aware them about their products and services by uploading
5

pictures and videos of products. It is also being used by people or those who are seeking for job
and by uploading their CV they can get effective job opportunity.
Face book: Face book is other main effective digital marketing platform on which companies
share and upload pictures of their products and people who like them can share with others. It
improves image of the company and also help them out in attracting customers as well.
By online shopping, consumers save their time and they find easier to manage their work
life activities. So, it all is reasons of development of E-commerce and digital marketing
platforms and one of the best examples of E-commerce which has risen is Amazon.
Time consuming and expensive: On the other hand, in the context of physical stores it
can be said that they are not developing as like E-commerce and online stores. One of the main
reasons is time consuming, People fund difficulties to go to physical stores, selecting their
products and buy them. It takes too much time of them as well as transportation cost can increase
their overall cost of shopping (Nan, 2017). E-commerce allow them to buy their products as all
products are segmented so, they do not even have to waste their time in searching as by clicking
on filters they can buy their products as per their needs and they even do not have to go for
collecting. They get online delivery and if in case they do not like products then they are allowed
to get refund it.
M2 Critically analyse the use of appropriate digital tools both hardware and software
As the social media will be the soft tool which are being used by many companies of hospitality
sector in order to attract customers to the great extent. One of the reasons as what companies
have made, they able and making themselves beneficial in attracting customers is people spend a
lot of time in social media. On the other hand Large conventions are places for fun, games,
competitions and more, and your team should capture all of it.
P5 Develop a digital marketing plan and strategy
Executive summary
The chain of hotel, the Marriot international which is having more than 7000 hotels and resorts
in more than 130 countries. On the other hand, the company is being identified as the best place
to work by the employees which leads to firm to have the consistent level of innovations in
elevation, style, design and technology (Kinnunen, 2018). As the firm have the clear idea for the
implication of the concept of digital marketing to gains the completive advantage in the
6

lockdown of the COVID 19. This tends to be the hotel Marriott golden opportunity to success.
The firm will have the involvement of having the impact of coronavirus. So, the firm have tried
to focus on the promotion technique of the firm y having digital marketing strategy
implementation in perfect manner.
Vision
The firm want to be premier providers and vacillator of leisure and vacation experiences in the
world.
Mission
The mission of the company is to have enhancing the lives of customer by having the creation of
surpassed vacation enabling and more level of leisure experience.
Goals
The company tends to have the increase in the number of customers in providing the services to
the luxury hotel in the post lock situation by providing the exciting orders by the end (Nan,
2017).
Situational analysis
Pestle
political Economic
There is more level of ripple effects due to
travel bans or the net immigrants statements as
the wall have the expansion .
There is more level of uncertainty in political
landscape of the EU.
There is the involvement of more level of
currency fluctuations which is affecting the
tourism.
There is the intense level of Ailene
competition which is affecting the hospitably
industry
Social Technological
The impact of terroir sate socials factor.
On the other hand, the increase level of
consumer spending and experimental travel in
effecting the business in mutual aspects.
The customer belongs to differ religion and
dead after lodging and experiences (Sujata,
Menachem and Viraj, 2017).
Innovation will be helpful in gaining more
level of competitive advantages among the
customers
7

The activities the lighting up of the guest
experience in effecting business.
legal Environmental
Achieve more level of standardizations in
order to face the legal compliance
Integration of the various level of norms
More level of increasing the customer
preference for sustainable level of
hospitability.
SWOT
Strength weakness
Part of the top position landscape
Ubiquitous luxury brands
Dealing with M&A for driving the strategic
analysis
Proactive and innovative
Strong expansion
They have the major level of realization on the
north American markets.
There is the falling the short in OTAs
There is negative impact of the family feued.
threat opportunity
Getting the customer loyalty in perfect manner
Increasing the level of competitions from the
new entrants.
travel norms and slowing the level pd
economic growth
They want to have expansion in the global
world through digital marketing.
Increase the level of internals expansion
To have driving of the future room growth.
Competitor analysis
The company have the top level of competitors which have the inclusion of the Wyndham
Destinations, Intercontinental Hotels, Hilton Worldwide, Hyatt Hotels, Four Seasons Hotels and
Resorts and Millennium & Copthorne.
Porter five forces analysis
Forces High/ /low
8

Threats of New
Entrants
The new entrants with innovation tend to put pressure of the
hotel through the marketing strategies. This sector needs a
large amount of investment
low
Bargaining Power
of Suppliers
There is indirect pressure of compositeness in order to
maintain the cost advantage through the rivals and
innovative driftnetting
low
Threats of
Substitute Products
or Services
The people will be looking for the cheap level of
accommodation as the audience in more proceed sensitive
(Willems and et.al., 2017)
low
Rivalry among
Existing
Competitors
There is rivalry hotel have the tough level of computation
form the firm such as the Wyndham Destinations,
Intercontinental Hotels, Hilton Worldwide, Hyatt Hotels,
Four Seasons Hotels and Resorts and Millennium &
Copthorne.
high
Bargaining Power
of Buyers
Certain the groups of the buyer to have exercise the power
over purchasing hotel room in bulk.
High
STP
Segmentation
The digital marketing has the segmentation on the basis of physiological basis as the segmented
on the basis on travellers, the premium customers and the respective level of professionals with
long term comfortable place to stay.
Targeting
The company is paying focus after the lock down situation on here premium customer and the
professional one who don’t mind to pay. The customer will be targeted through the application of
the mobile services and application of the succeed apps.
Positioning
The company market itself as the nest evocation services for to professionals to have the
corotated in prefect manner. There will be development on the app placing the company as the
secure position or places in the lockdown.
Strategy
9

Here will be deployment in in implementation the omnichannel marketing in the business to
have the providence best services to the customers which tunes out to build the health level of
recognitions of the company in the competitive market in perfect manner. There will be
development on the app placing the company as the secure position or places in the lockdown.
(De Pelsmacke, Van Tilburg and Holthof, 2018)
P6 Explain how omni channel marketing is used to meet business objectives
Omni channel marketing have the bee the type of promotional activities is helpful in
bringing the best level of offers in order to have the approach to have the increase in sale services
of the customer purchase. The product by using the online and internet via internet as this have
the providing the best level of hospitality industry.
The company have succeeded in implementation the omnichannel marketing in the business to
have the providence best services to the customers which tunes out to build the health level of
recognitions of the company in the competitive market in perfect manner. The marketing strategy
have the helping to build up the best level of customer relationship in order to have ensuring that
customer will be sussing the different channels and number of services to be same.
In addition to that’s the channel will be helpful in managing the sale through the usage of
multichannel which turning out to major level of building of customer experience in perfect
manner. this have the description as follow that’s The channel will be helpful in providing the
higher level of revenue growth as many of the customer have the investing the on more level of
online channels as compare to any level of single channels (Khmiadashvili, 2019). This is
considering to look at the virtual level of services the company is offering to have virtual
understanding of the type of service the company tends to offer the customer. The company will
be managing the customer loyalty with the attention towards the product by drawing the attention
of the customer with the involvement of channels by proving the best level of services.
P7 Determine and evaluate the measurement techniques and performance metrics
Evaluation and measurements techniques is considered to be important aspects for the digital
marketing aspect of hotel Marriott in the period of lockdown in order to address the service t the
valuable customers in perfect manner. There are considered to the different methods which can
be used in there determining actual level of performance of digit marketing in term of sales and
performance of product which is helpful in measuring the critical product. These techniques are
10

termed to be part of valuable KPI, measurable tactics and analytical performance which are such
as follows-
KPI- This is the best tool which can be used by Marriot in order to have identification of the
digital marketing tool effectiveness by comparing it to key major objectives. This will have
description regarding how channel is performing among the potential and targeted customers
with particular website of company. As this is the best level of tool which have the description of
overall performance of the company in effective manner.
The development using
 Google analytic
This is the signal to which is used by the marketer to have their data collection, configuration,
data processing and reporting.
 Google search console
This the standardized tools which is been ongoing with the websites in order to have the
analysing the contents in order to have proper level of identification of errors.
 Hootsuite
His tools help in there clear and composite level of overviewing of the performance of company
on social media along with measuring the team performance.
Measurable Tactics evaluating the employee revenue in order to develop and implement the
digital marketing business (Chaudhary, 2019). This is regrading to have the evaluation of the
tactile by the way of performing among the target group with effective level of levelling of
services the tool is effective in by the measuring of cost, budget variance and level of customer
satisfaction.
Analytical Performance as it has described to have the proper solution of the company which is
helpful in addressing the demand of respective users, inadequacy of relational data base by
providing contextual for all stored information.
P8 Present a set of actions to improve performance in digital marketing
As it has the analysing the performance by hotel Marriott is the situation of lockdown, the
company by have the major responsibility to analyse the performance of tools in the business in
order to have the enhancing their presence in digital marketing aspect in perfect manner.
As the action plan is need, it is all about the virtual technology training which will helps in
developing the more level of skill among the employee in perfect manner (Jovanović and
11

Pijevac, 2018). the firm tends to have the taking all the following action in order to improve
there performance measure such as
There will be as Return on Investment (ROI) and Cost to Acquire a Customer (CAC), a
campaign’s effectiveness can be judged.
Bounce rate have the more level of traffic moving from the respective website in engaging the
site.
The exit rates is considered to the audience after visiting the website pages which have the
inclusion to be get interested provided on the page and click on it
Training and development of employees as it is important factor for the employee to be highly
skills in order to manage the digital marketing activities. The learning development programmes
have the enhancing the knowledge of skill among employee.
In addition to join digital marketing related groups which have the enhancing the company
services to have reach to potential customer souring the lockdown and facility to have proper
sensitization activities. Company have the promptly have the joining of social networking sites
such as Facebook, twitter and LinkedIn for sharing the service information in order to attract
large number of customer base. This will helpful in the data measure performance which is need
to be implemented in business for the effective approach digital marketing in hotel. The
company tends to gains the completive advantage among the hospitality industry in the situation
of pandemic.
M3 Tools and techniques to plan an end to end omni channel marketing
As the tools and techniques which is tend to be implemented by the hotel Marriott in the
evaluation of performance of digital marketing aspect in the period of lockdown in order to
address the service to the valuable customers in perfect manner. hence the method which have
been selected as the effective measure have been termed as the accurate measure to reduce the
devitalising in the best possible manner (Key, 2017). the KPI tuned to be more effective as it
have succeed in determining the standard regrading differ aspect which want to be achieved they
the every employ. Both other measures have supported the each other by improving the
employee performance and maintaining budget of company.
12

M4 evaluate application of key digital measurement techniques and performance metrics
The application of the key digital measurement techniques and performance metrics have created
the positive impact on performance of company as the employee are tuned to be more skill full
regarding their target work. The firm employee have made proper appraisal by the achieving the
KPI targets a performance metric which turned out to improve the position of company in
competitive market.
On the other hand, the hotel has the formed a deed to make major level of promotion through
social media strategy in which Facebook and Instagram were the leading aspect (Serohina,
Petryshchenko and Andrlic, 2019). The firm tends to share the latest level of content of
pandemic and post regarding the hotel service in situation of lockdown and post lockdown
offers.
CONCLUSION
From the above file it has been conclude as Digital marketing is the main function of an
organization by which they promote their products services in the market by making an effective
use of social media platforms, internet and any device or gadgets. The main reasons are it
impacts on consumers’ spending limits as well as buying behaviours as E-commerce and digital
marketing is having several positive effects on hospitality sector or Marriott hotel as well.
Social media used by hospitality sector in order to attract customers to the great extent which
can encourage people to search their websites, generating leads and retaining them with the
company for the long run. Hence, the KPI tuned to be more effective as it have succeed in
determining the standard regrading differ aspect which want to be achieved they the every
employ.
13

REFERENCES
Books and Journals:
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Coester, C., 2019. Competitive analysis of k-server variants and metrical task systems (Doctoral
dissertation, University of Oxford).
Bentahar, A. and Pookulangara, S., 2019, December. Hey Google: Voice Search and Customer’s
Path to Purchase. In International Textile and Apparel Association Annual Conference
Proceedings (Vol. 76, No. 1). Iowa State University Digital Press.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Hung, C.L., 2017. Online positioning through website service quality: A case of star-rated hotels
in Taiwan. Journal of Hospitality and tourism management. 31. pp.181-188.
Kinnunen, J., 2018. Verkkopalvelu HubSpot-järjestelmässä: Case Roister Marketing Oy.
Nan, L., 2017. The Current Situation and Countermeasures of Human Resources Development of
Cross Border E-Commerce Enterprises. DEStech Transactions on Social Science,
Education and Human Science, (icsste).
Sujata, J., Menachem, D. and Viraj, T., 2017. Impact of Flash Sales on Consumers & E-
Commerce Industry in India. In International Conference on Qualitative and
Quantitative Economics Research (QQE). Proceedings (p. 11). Global Science and
Technology Forum.
Willems, K. and et.al., 2017. The path-to-purchase is paved with digital opportunities: An
inventory of shopper-oriented retail technologies. Technological Forecasting and Social
Change. 124. pp.228-242.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72,
pp.47-55.
Khmiadashvili, L., 2019. Digital Marketing Strategy Based On Hotel Industry Study In Tbilisi.
International E-Journal of Advances in Social Sciences, 5(14), pp.922-927.
Chaudhary, D., 2019. Digital Marketing Tactics & Strategies for Hotel Industry-To Convert
Third Party Business to Direct Channel (Doctoral dissertation).
Jovanović, S.V. and Pijevac, V., 2018. THE ROLE OF DIGITAL MARKETING IN SERBIAN
HOTEL INDUSTRY. DIGITAL TRANSFORMATION, p.269.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels, 24(1-2), pp.27-38.
Serohina, N., Petryshchenko, N. and Andrlic, B., 2019. Digital Marketing in Hotels.
Lam, C., 2017. Analyzing e-marketing strategies in luxury hotel chains.
[Online].
SWOT Analysis of Hilton Hotel. 2018. Available through: < https://www.howandwhat.net/swot-
analysis-hilton-worldwide/>
14

15