Digital Marketing in Hospitality Industry

This report focuses on the opportunities and challenges of digital marketing in the hospitality industry. It provides an overview of digital marketing, analysis of key consumer trends, assessment of digital tools, and the role of e-commerce and digital marketing platforms. The report also discusses the impact of the coronavirus pandemic on the hospitality sector and the need for businesses to reframe their strategies.

Hospitality
Digital
Marketing

Contents
INTRODUCTION...........................................................................................................................................3
Task 1..........................................................................................................................................................3
P1: Overview of digital marketing...........................................................................................................3
P2: Analysis of key hospitality consumer trends and insights..................................................................4
M1: Opportunities and challenges in the hospitality sector....................................................................5
TASK 2..........................................................................................................................................................5
P3: Assessment of digital tools................................................................................................................5
P4: E-Commerce and Digital marketing platforms...................................................................................6
M2: Critical analysis of digital tools.........................................................................................................7
D1: Critical analysis and evaluation of digital marketing and e-commerce.............................................7
TASK 3..........................................................................................................................................................8
P5: Digital marketing plan........................................................................................................................8
P6: Omni-channel marketing...................................................................................................................9
M3: Application of tools and techniques...............................................................................................10
TASK 4........................................................................................................................................................10
P7: Techniques for measuring performance of digital marketing..........................................................10
P8: Actions for improving performance.................................................................................................11
M4: Critical evaluation of key digital measurement techniques............................................................11
D2: Digital plan and marketing strategy................................................................................................12
Reflective report....................................................................................................................................12
CONCLUSION.............................................................................................................................................12
REFERENCES..............................................................................................................................................13

INTRODUCTION
Hospitality industry refers to a broad category of fields which deal in serving various
customers and clients by providing them services in lieu of payment of due charges (Adeyinka-
Ojo and Abdullah, 2019). This industry includes hotels, restaurants, resorts etc. This sector
contributes a lot to the economic growth and GDP of different countries and provides
employment to a lot of people as per their skills and talent. Wide ranges of services are provided
as per the needs and requirements of the customer. For this report, Hilton group has been
considered. The group is a leading hotel chain present all over the world. The group’s digital
marketing plans have been hit by the coronavirus pandemic which has shook the entire world
resulting in heavy losses for many businesses. Thus the group now has to reframe its strategies
accordingly. It needs to evaluate various factors now before proceeding on with its varied plans.
In this report, specific analysis will be made on opportunities and challenges in the industry,
digital tools, platforms and channels, organizing of activities and evaluation of methods of
monitoring.
Task 1
P1: Overview of digital marketing
Digital marketing refers to a component of marketing which makes use of technology for
promotion of goods and services (Buhalis and Sinarta, 2019). It makes use of internet, mobile
devices, search engines and other channels. This can help it in reaching the customers. The firms
by using it can make sure that they are able target a wide majority of the customers which cannot
be done in traditional marketing techniques as they are limited to a certain range.
Due to the change in the business environment and its dynamics the businesses nowadays
are required to do make use of digital marketing tools and techniques if they have to earn higher
level of profits in the future time period. Digital marketing started earlier along with traditional
marketing but has now acquired prime importance for the businesses because now they are
required to make sure that they use it to target the customers.
Due to the coronavirus impact, digital marketing offers the following opportunities to the
Hilton Group-
Reach to the customers- Despite the world being in a lockdown mode due to the effect
of the pandemic the digital marketing platform offers an opportunity to connect with the
customers easily. Hilton Group has been using it to reach its customers. It gives the group
an excellent opportunity to connect with then even in the lockdown.

Revenues- After the impact of this lockdown is over, digital marketing is going to help a
lot in generating revenues. Hilton Group has been active in using it and thus it can lead to
an increase in its revenues once the pandemic is over.
However there are also certain challenges which digital marketing has. These are as
follows-
Technological challenges- There are technological challenges in using digital marketing
since in many parts of the world technological penetration is not much. Thus this is a
challenge in front of the Hilton Group.
More expenses- At the time of coronavirus pandemic when the entire world is grappling
with the issue of funds digital marketing are quite expensive. Thus this is also a challenge
for Hilton Group.
Impact of digital marketing- In the pandemic and lockdown, digital marketing has created a
significant impact due to sheer range it offers to the businesses like Hilton Group. The group can
now put its aim for more customers. Due to the impact which has been created by the COVID-19
pandemic all over the world the businesses are now finding different ways to sustain themselves
in the market. This is absolutely necessary due to the dynamic change which has been brought in
the business environment.
The changing dynamics due to the pandemic now demand the businesses to be more
digital in their approach and ensure that they are able to target more customers. Thus the Hilton
Group also is required to become more digital in its approach and use the right techniques so that
it is able to generate revenues and achieve its goals as well as objectives.
Comparison between offline and online marketing concepts-
Basis Online marketing concepts Offline marketing concepts
Mode It is done using the digital
mode.
It is done using the physical
mode.
Techniques Social media advertising, use
of digital platforms etc. is the
techniques used for it.
Advertising, sales promotion
is the techniques which are
used for it.
Range Online Marketing has a
limited range as compared to
the offline marketing as it can
be used to target specific
customers who have access to
the internet.
Offline Marketing has a large
range and thus can be used to
target the customers in all the
segments. It can target the
customers who do not have
access to the internet facilities.
Cost Online Marketing has a lower
cost as compared to Offline
Marketing.
Offline Marketing has a higher
cost as compared to Online
Marketing.

P2: Analysis of key hospitality consumer trends and insights
There are various consumer trends and insights which have shaped the digital marketing
in the industry in the recent years (COJOCEA and COROŞ, 2018). These are as follows-
Virtual communities- Virtual communities like TripAdvisor have seen a growth in the
past few years. They are extremely helpful for the travelers to pick and choose a hotel or
a resort according to their given budget and also provide reviews of hotels. Therefore,
Hilton group has benefited a lot from these communities as they have given mostly
positive reviews about it. After the impact of pandemic is over, these communities are
going to be the next big thing for the industry as travelers will look at them for guidance.
Online travel agents- Online travel agents have emerged in the past few years that have
started taking bookings at their website (De Pelsmacker, Van Tilburg and Holthof, 2018).
Hilton Group can benefit a lot from them especially after the pandemic because digital
bookings are going to be the way forward for the hotels.
Digitalized experiences- Digitalized experiences are now being provided to the guests
who also reduce the costs of the hotel. After the coronavirus pandemic, Hilton Group can
benefit a lot from them because they are going to be the way forward in providing
experience to the guests who come to the hotel.
Asset management- This has been a new trend in the hospitality industry as in it
separation has been made between the management of operations and the management of
real-estate of the business (Demirciftci, Cetin and Bilgihan, 2017). Therefore, this has
allowed the hospitality businesses to focus on their core competencies thus increasing the
level of efficiency, effectiveness and productivity thereby leading to enhanced level of
profits.
Professionalization- New job roles have emerged in the hospitality industry and the
main focus now lies upon being more professional and enhanced in the job roles. This
kind of professionalism is very helpful for the businesses in the long-run. For Hilton
Group, an opportunity lies here as after the impact created by pandemic professional staff
can help its business recover with the right ideas.
Standardization no longer the norm- Standardization of facilities and services is no
longer the norm in the hospitality industry nowadays. Thus for the Hilton group an
opportunity lies here after the impact of this pandemic is over because it can focus on
providing service as per the needs and requirements of its clients. Therefore, the hotel has
an opportunity to restructure its business after the lockdown ends.
Social responsibility- Social responsibility is the new trend which is shaping up the
hospitality industry. For the Hilton group, it is important because it needs to display the
value towards the society.
Thus, there are a lot of trends which are shaping the hospitality industry
nowadays. They are quite helpful for the Hilton Group to recover from the losses created

due to the coronavirus pandemic. Therefore, they can be considered as an opportunity to
enhance the level of profits after the situation of the pandemic.
M1: Opportunities and challenges in the hospitality sector
There are various types of opportunities which are available in the hospitality sector after
the impact created due to the coronavirus pandemic. These are using digital tools of marketing
effectively and efficiently to enhance the level of profits. However there are certain challenges
also. These are to restructure the business after the continuous losses suffered due to the impact
of the pandemic and to enhance the level of profits which have been impacted because of
implementation of lockdown. Thus, Hilton group needs to consider these opportunities as well as
challenges also.
TASK 2
P3: Assessment of digital tools
The digital tools which are being used by the organizations in the hospitality sector for
the purpose of marketing include-
Content marketing- Content marketing focuses on creating attractive content for
different types of websites so that they can conduct their marketing activities digitally
(Garant, 2017). For Hilton Group, it offers a wide opportunity to market their services
after the impact created during the lockdown and the losses suffered subsequently due to
it. Using it, the group can focus on expanding its customers so as to as make the business
recover after the losses.
Mobile-first Strategy- The focus nowadays has shifted towards creation of mobile sites
(Herrero, San Martín and Collado, 2018). This is due to convenience which they offer to
the customers and clients for making their bookings in the hotel. For Hilton Group,
focusing on this strategy is quite essential because after the impact created by the
pandemic a lot of bookings will be made on the mobile only. Hence there is a significant
opportunity for the group to enhance the overall level of profits effectively and
efficiently.
Automation of marketing- It is a new trend in which management software are now
being used by the hospitality organizations. It allows for more efficiency, effectiveness
and productivity in the performance of various types of tasks. Therefore, an excellent
opportunity is provided for the Hilton Group to use it effectively so that clients can be
served without any problems and profits can be increased.
Use of AI- Artificial intelligence is being used a lot in the hospitality industry nowadays.
AI software is of great use for getting tasks done. Also the customer support can be
provided using enhanced chatboxes on the website and therefore this becomes very much
beneficial for the hotels, resorts and other businesses.

Data analytics- In this new trend of digital marketing, data of the customers and clients
visiting the website is recorded and analyzed for the purpose of interpretation (Iacovou,
2016). This can be beneficial for organizations like Hilton Group so that they are able to
analyze and interpret the choices, needs, demands and the requirements of their varied
customers.
Attractive content- The focus in digital marketing nowadays is to create attractive
content which can lead to creation of interest of the customers and clients. Therefore, for
Hilton Group it is essential that it focuses on creating attractive content so that it can
restructure the business after the impact of coronavirus.
P4: E-Commerce and Digital marketing platforms
The e-commerce and digital marketing platforms have seen a tremendous growth in the
recent years. These platforms have witnesses a growth due to the following factors-
Ease and convenience- Both E-Commerce and Digital Marketing platforms offer a
much-required ease and convenience to the customers (Inanc–Demir and Kozak, 2019).
These platforms are quite significant for the organizations in order to provide their
services even on a digital platform. These can be booking, reservation etc. Thus they
have witnessed faster growth as compared to the physical channels which were earlier
used by the Hilton Group.
Dynamic requirements- The business environment changes itself. It is very much
dynamic in nature (Järvinen, 2016). Thus due to its requirements e-commerce and digital
marketing platforms have witnessed a higher growth as compared to the physical
channels. Companies like Hilton Group have to adjust to the requirements of the
changing time and dynamic business environment so that they can sustain themselves in
the market against the competition and obtain a much-required strategic edge over the
varied competitors.
Understanding of needs and requirements- E-Commerce and Digital marketing
channels give the firms and opportunity to understand the needs and requirements of their
different customers and clients. Big companies like Hilton Group need to understand
these needs and requirements and therefore take the necessary action in order to meet
them effectively. This has made the growth of these channels faster as compared to the
physical channels which were earlier used.
Wide range- With the use of e-commerce and digital marketing channels a wide range of
customers and clients can be targeted by the firms so as to ensure that their sales can
increase without any problems (Kannan, 2017). Thus Hilton Group can use it to target a
wide range of clients. This has made it look attractive in comparison to the physical
channels which were used earlier.
More efficiency and effectiveness- The e-commerce and digital marketing channels
bring more efficiency and effectiveness in the marketing channels of the organization
(Kotler and et.al., 2017). It is so because using them more revenues can be generated

from the products as well as the services. Thus, it is important that the firms like Hilton
Group use them as compared to the physical channels because they can be highly useful
for achieving sustainable success as well as a much-needed strategic edge over the
competitors in the future time period.
M2: Critical analysis of digital tools
The digital tools of marketing are very much significant because they help the
organizations in acquiring a much-required strategic advantage over the rivals. Also by using
these tools the organizations like Hilton Group can restructure their business after the impact
they have suffered due to the coronavirus pandemic. Thus these tools are quite cost-saving as
well as offer a wide range and reach towards the customers. The presence of business can be
expanded using them and they offer ease and convenience both to the businesses as well as their
different customers and clients with varied needs.
D1: Critical analysis and evaluation of digital marketing and e-commerce
The digital marketing tools and techniques are very useful because they are shaping the
growth of the hospitality industry. With their use the industry can achieve more performance and
business turnover and thus can earn higher level of profits. Thus they are good for big groups
like Hilton Group. Also, the use of e-commerce has encouraged the customers to engage in
virtual shopping where they can choose the products and services according to their needs and
requirements and therefore this is good for both them and the businesses in the hospitality
industry.
TASK 3
P5: Digital marketing plan
A digital marketing plan refers to a document which shares the details for all the digital
marketing campaigns and actions (Leite and Azevedo, 2017). Hilton Group needs to frame it so
that it can achieve its varied goals and objectives in the future. The plan for digital marketing of
Hilton Group is as follows-
Mission-
To create heartfelt experiences for the guests, meaningful opportunities for team members, high
value for owners and a positive impact on the commodities.
Vision-
To fill the earth with the light and warmth of hospitality to the guests who visit the hotel.
SWOT analysis of Hilton Group-
Strengths Weaknesses

Hilton Group has a massive client base due to
its presence in different parts of the world in
many countries. Thus it acts as strength
because it gives opportunity for expansion of
business. Presence in many countries helps the
Hilton Group as it offers wide opportunities to
earn profits.
Hilton Group has been weak in its marketing
strategies as compared to its competitors.
Hilton Group has kept its prices very high for
bookings and reservations which therefore do
not attract certain customers and clients.
Opportunities Threats
Using digital marketing tools and techniques
gives an opportunity for the Hilton Group to
expand its level of business. By using
innovative trends in the hospitality industry
Hilton Group can easily acquire a strategic
edge over the level of competition easily.
Increasing level of competition in the
hospitality business is a threat for Hilton Group
as it can decrease profits. The different plans
which the group had framed have all received a
setback due to the impact of the coronavirus
pandemic which is a threat for Hilton Group.
STP framework-
Segmentation- It refers to the segmentation of the market for the purpose of
targeting the various types of customers. Hilton Group will segment the market according to
different types of customers.
Targeting- It means targeting the right customers so as to ensure earning of
higher-level of profits. Hilton Group has to ensure that it targets the right customers so that it can
maximize the level of profits.
Positioning- It refers to the position of the firm within the market. Hilton Group
is required to position itself in the market according to the trends and it must aim for having a
higher market share.
The responsibilities related with STP framework are required to be carried out by
the Marketing Manager of the organization.
Budget-
Particulars Amount
Promotion Exp. 50000
Technological Exp. 100000
Digital Marketing
Exp. 200000
Admin Exp. 100000
Other Exp. 50000
Total 500000
Goals and objectives-

To increase sales- This is the primary aim of companies for using digital
marketing (Litvin, Goldsmith and Pan, 2018). They focus on increasing their
sales. Therefore Hilton Group has also set an objective to increase the sales.
To increase the profits- This is also an aim of companies for using the
techniques of digital marketing (Montargot, 2016). They focus on increasing their
level of profits using the right techniques.
Digital marketing strategies-
Social media- The Hilton Group can easily use the social media for increasing its
digital presence. Therefore its usage offers the group an attractive opportunity to
increase its level of profits effectively.
Content marketing- Through content marketing, Hilton Group can effectively
create attractive content which will be very useful to target the customers.
Attractive website- By designing the website attractively, Hilton Group can
attract the attention of its clients and customers.
Web advertisements- Through web advertisements, Hilton Group can publicize
its activities and can also increase its business without any problems.
Measurement of performance-
The measurement of the performance using digital marketing tools and techniques can be
done by using KPIs (Punchihewa, Gunawardena and Silva, 2017). Therefore, Hilton
group can use KPIs to assess whether its digital marketing strategies are successful or
not.
Timelines-
At the initial stage, the digital marketing plan has been prepared for 1 year. This will
make sure that the goals and objectives are effectively achieved without issues and
problems.
Monitoring and Control-
The managers in charge of marketing department in the company have been given the
responsibility of ensuring monitoring and control. This will make sure that the goals and
objectives are achieved and deviations ad variations in performance are quickly
addressed.
P6: Omni-channel marketing
Omni-channel marketing refers to an approach in which the customers are provided with
a completely seamless and integrated experience from the start till the end (What is Omnichannel
Marketing? Defintion, Strategy, Best Practices with Examples, 2019). Its usage by Hilton Group
can help it in achieving the following objectives-
Getting leads- Usage of Omni-channel marketing provides firms like Hilton Group with
an opportunity to get the required leads. Since different channels are being used by the
firms therefore the chances of getting leads which are relevant improve to a great extent.

Shortening the cycle- Omni-channel marketing helps the organizations to shorten the
cycle of lead conversion (Ramos and et.al., 2017). It is so because Hilton Group can use
varied channels which will help it in converting the leads faster into the actual sales.
Increasing customer lifetime value- Omni-channel marketing is quite helpful for the
organizations to increase the lifetime value for the customers. Using it, Hilton Group can
increase the lifetime value of its customers which can be extremely beneficial for it in the
long-run.
Reduction in percentage of lost sales- Omni-channel marketing can be very much
useful for reducing the percentage of the lost sales. It makes sure that the most of the
leads are converted into actual sales. Thus for big organizations like Hilton Group it can
be beneficial as it can result in more sales.
Improvement of awareness- Omni-channel marketing can result in improvement in the
awareness level of the customers (Ristova and Maglovski, 2018). Using its techniques,
organizations like Hilton Group can make sure that their customers stay aware about their
new services which they plan to launch in the near future and therefore their profits level
can increase.
Engagement of audience- With the use of Omni-channel marketing organizations hope
that they can ensure the engagement of the audience. By using the techniques of Omni-
channel marketing, Hilton Group can make sure that they interact with the right audience
who will be interested in availing their services in the future.
Brand awareness- Omni-channel marketing can help the companies to create the
required awareness about their brands. Thus, Hilton Group can make sure that they create
this brand awareness so that they are able to create the much-required awareness about
their brand among the customers which will benefit them in the long-run.
M3: Application of tools and techniques
Tools and techniques like AI, voice search, augmented reality can be used by the various
organizations in the hospitality industry along with the traditional tools and techniques of
marketing. This will allow the organizations like Hilton Group to set their marketing goals and
objectives to be achieved and will thus help in their achievement because of the benefits offered
by the use of these strategies to the organizations.
TASK 4
P7: Techniques for measuring performance of digital marketing
There are various types of techniques which can be used by organizations to measure the
performance of their digital marketing strategies. These techniques are as follows-
Google Analytics- Through the use of Google Analytics, the ROI can be measured
effectively without any problems (Saura, Palos-Sanchez and Correia, 2019). This helps
the organizations to check their overall performance effectively and efficiently. Hilton

Group can make use of this tool to analyze the level of ROI it should receive while using
its digital marketing techniques. It can calculate the returns it has been receiving by
investing in the digital marketing tools and techniques and whether the returns have been
on the expected lines or not.
Counting conversions- In it, the level of conversions are counted which leads to
effective measurement of the performance. It identifies the leads which have been
converted into the actual conversions. Hilton Group can make use of it so as to see
whether its leads are being converted into actual sales or not. If they are not being
converted reasons should be identified and action should be taken.
Campaign channels- Search engines, Social media and emails can act like campaign
channels for the firms (Semeradova and Vávrová, 2016). They help them a lot in order to
identify the performance of their digital marketing techniques. If there is any variance or
deviation in the actual result then it can be identified easily and therefore the required
corrective actions can be taken immediately.
KPIs- KPIs are Key performance indicators. They are widely used by different types of
organizations for various purposes. Using KPIs, the performance can be measured
effectively without any kind of problems. Also they can help a lot in improving the
performance in order to achieve the desired results or to achieve the short-term as well as
long-term goals, targets and objectives in the future. Thus Hilton Group can use the KPIs
to identify the potential gaps in their performance and sorting them out quickly so that it
can achieve its objective of restructuring its business after the impact of coronavirus
pandemic and achieving maximization of level of profits.
P8: Actions for improving performance
There are various actions which firms can be taken in order to improve their performance
using digital marketing techniques. These actions are as follows-
Assessment of technology- A thorough assessment needs to be done on the technology
which is being used for the digital marketing (Shabani, Munir and Hassan, 2018). It has
to be seen whether the technology has been providing with the required output in the
terms of actual sales or not. Hilton Group can use it for improving the performance of its
digital marketing campaign. If there are any shortcomings in the tech then they should be
removed so as to ensure the success of marketing campaign.
Optimizing SEO- Optimization of SEO needs to be done so as to ensure that the firm is
on the right track in using the digital marketing tools and techniques. Hilton Hotel can
make use of it to optimize its performance and therefore take the necessary actions for
improvement to achieve its aims and objectives.
Measurement of reach- Measurement of reach can be done to assess how far the digital
marketing techniques of firm can reach. Hilton Hotel can make use of it to measure the
reach of its tools and techniques which can be both internal as well as external in nature.
The level of reach a firm will go to has to be identified clearly.

Tracking of social channels- Tracking of social channels is an essential activity which
needs to be carried out by the business firms (Sousa and et.al., 2019). Social media is a
very effective tool of digital marketing through the use of its varied channels. However
the performance of these channels also needs to be monitored properly so that
shortcomings may be identified quickly. Thus, Hilton Hotel uses social media channels
for its digital marketing and therefore must oversee that its channels are performing in the
right manner. This will make sure that they are used optimally and the best performance
is derived from them. Thus overall this work has to be done by the management of the
Hilton Hotel.
M4: Critical evaluation of key digital measurement techniques
The digital marketing performance techniques are highly effective in order to measure the
required performance. The management of Hilton Group can use them to regularly check the
status of its digital marketing efforts. If the managers feel that the efforts being done are not
sufficient then additional work must be done in order to improve the performance. Thus it can be
said that these techniques are very much useful for the managers of a company to measure the
performance.
D2: Digital plan and marketing strategy
As there has been a huge impact due to the lockdown in the entire world due to the
COVID-19 pandemic impact the digital plan and marketing strategy of the Hilton Group needs to
be reframed. Now the group has to focus on restructuring its business after heavy losses suffered.
After the restructuring process has been completed then the group should focus on adopting
aggressive marketing techniques in order to be effective in its plans. It should make a detailed
focus on achievement of goals and objectives for the next 5-year period. If it takes the right
actions its business will return to profitability once again.
Reflective report
As I have been given the charge of Digital Marketing by the Hilton Group to frame the
right strategies to uplift its business after the losses suffered due to lockdown here are the steps
which the hotel group can take-
For a big hotel group like Hilton the focus should be made on safety of customers first.
Since the impact of the pandemic is going to stay for a while therefore regular hygiene
measures are required to be ensured in my opinion because now the customers will
prioritize it over anything else.
Also, the company should not try to be over-aggressive in its approach immediately after
the lockdown is lifted. The market has been badly affected and thus I feel that the hotel

must make sure that it is able to restructure its business in different countries first and
then take the right route for ensuring the success of the organization in the long-run.
Thereafter, I feel that the prices can be kept low for a while and the hotel can do with
reducing its profit margin. This is so because in the current situation, it is important to
reestablish the business first. The profits can be increased later on.
Also, I think that with the use of right techniques and approaches, Hilton Group would be
able to restructure its business and will once again assume the same market share in the
market and also will earn higher levels of profits in the future.
CONCLUSION
From the above report it can be concluded that in the hospitality sector digital marketing
assumes as significant role. There is a difference between it and physical marketing. Different
trends in the sector are ensuring its growth. There are various types of tools used by various
organizations. The digital channels have ensured higher growth than the physical ones. A plan
can be framed for it. Omni-channel marketing can be used for meeting objective. The
performance metrics can be used to evaluate effectiveness. Also, different actions can be taken in
order to improve the overall performance for achieving goals and objectives.

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