Digital Marketing Landscape in Hospitality Industry

This document provides an overview of the digital marketing landscape in the hospitality industry, including an analysis of key consumer trends driving the growth of digital marketing. It also discusses the key digital tools used in the industry and the development of e-commerce platforms and channels. The case study focuses on Radisson Blu, an international upscale hotel chain.

Hospitality Digital
Marketing

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
P1 – Over View Of Digital Marketing Landscape .....................................................................3
P2: Analysis of key hospitality consumer trends & insights for fuelling the growth of digital
marketing....................................................................................................................................5
TASK 2.................................................................................................................................................6
P3-Key Digital Tools For Hospitality Industry...........................................................................6
P4-Development of e-commerce, digital marketing platforms and channels ............................7
TASK 3.................................................................................................................................................8
P5: Development of a digital marketing plan & strategy for multi channel capability for the
selected hospitality organisation.................................................................................................8
P6: Explanation of the way omni channel marketing is adopted for meeting business objectives
...................................................................................................................................................10
TASK 4...............................................................................................................................................11
P7: Determination and evaluation of measurement techniques & performance metrics for digital
marketing strategy and plan......................................................................................................11
P8: Presentation of set of actions for improvement of performance on digital marketing ......12
CONCLUSION..................................................................................................................................14
REFERENCES ..................................................................................................................................15

INTRODUCTION
Digital marketing is regarded as important marketing component that is based on utilisation
of online based digital technologies that includes mobiles phones, desktop computers & other such
aspects for promotion at the market place, additionally digital marketing is regarded as advertising
medium that is delivered by use of digital channels such as websites, mobile applications, social
media. Present report is based on Radisson Blu that is international upscale hotel chain operating
across different continents of world (Chaffe and Smith, 2017). It was started in year 1960 when they
open their first chain in Denmark. It is based on making a evaluation of digital marketing landscape
by making a comparison of offline and online marketing concepts with a analysis of the key
consumer trends that is leading the growth of digital marketing. With the present situation of
outbreak of COVID virus there has been complete shift in the preferences of people towards online
mediums so there has been more focus on use of digital marketing tools. Further, there is
development of a digital marketing strategy for building up of a multi channel capability for
Radisson blu.
TASK 1
P1 – Over View Of Digital Marketing Landscape
There are many kinds of digital platforms which support hospitality industry very well. The
digital marketing landscape is useful element to analyse an electronic place where a customer can
spend their time on buying goods and services. Awareness is a major point for modern customers in
present time. Most probably people aware about digitalisation and it's effect on their life and also in
business. Search is an another landscape,in this Radisson has a great search engine which support to
deal with customers and solve their problems very quickly. To continue with this, Research is a path
in digital landscape to know something about in detailed, each and every hospitality industry
updated their websites for researchers. In present time Radisson has a lot of opportunities and
challenges with great capabilities to survive in competitive hospitality industry. Here are some
important elements which discussed below-
Digital presence of Redisson:
Radisson blu appointed accenture interactive to handle and support digital marketing
activities for hotels. It increase the digital presence of Radisson. Accenture interactive helped
Radisson to design a different and specific chat portal for event planners and meeting. It will also
help to increase the level in current value chain. This is an effective strategy of Radisson to achieve
digital marketing goals successfully.

Capabilities:
From 1960s to present time Radisson listed top in an international chain of hotels. In present
competition of hospitality industry, this hotel compete with a wonderful strategy plan. Radisson has
more than 1100 hotels in whole world with seven distinctive hotel brand. Along with this Radisson
group mainly focused on safety, security and good health of customers during stay at their hotel,
and also focused on the same factors for employees, workers and business partners. These are
impressive and attractive features about the hospitality which is very important for customers and
also for employees.
Opportunities during COVID -19
Redisson has many opportunities to grow more and more. For example during covid 19
many hotel brands were failed to survive in competitive market so that they are not able to commit
with the business continuously in this Radisson has a best opportunity to acquire these weak brands
or hotel to expand the business. Changes in health related policies is also beneficiary for Radisson
to attract customers like sanitization of room and restaurants, take away system, and follow many
more COVID guideline by government . This strategy increases Radisson's goodwill business and
position in hotel value chain.
Challenges:
In present competitive market of any industry is not easy to secure a position. In hospitality
industry there are many successful hotel brands which achieve their goals with effective strategies
in decided time period. Radisson has a major challenges to make the position stable in all situations
because if the strategies are not working well it will a biggest lose of company.
Concept of online and offline marketing:
In online marketing content is important and in offline marketing product is important but in
the industry of hospitality both has their values only online marketing not give success. Offline
techniques increase the online effort for brand. It can be said that digital marketing efforts can
measured simply but offline efforts not. Example of offline marketing : banners, templates, ads in
newspaper and T.V.
Online marketing includes : e mail marketing, social media marketing, etc.

P2: Analysis of key hospitality consumer trends & insights for fuelling the growth of digital
marketing
There are some of the key hospitality consumer trends that has lead to the growth of digital
marketing. Some of such trends are mentioned below:
 Catering to millennials: millennials are representing the age group between 18-34 years,
this generation is going to represent 50 percent of travellers across different parts of the
world by coming year 2025. organisation have to define strategies based on demographic
personality, habits and traits (Pelsmacker, Van Tilburg and Holthof, 2018).
 Tech explosion: Majority of guests are trying to be self sufficient, tech savy travellers who
are comfortable in using mobile websites and applications. They have to offer high quality
tech equipments and use of digital marketing technologies for the purpose of approaching
target segment of customers.
 COVID situation: with the present outbreak of COVID virus there is reason to focus on
reduction of offline mediums of marketing. Further there has been also promoting of the
scenario of contactless payments. The pandemic is leading to use of system of making
payments through online transactions. It is leading to preferences for digital marketing tools
for the purpose of approaching customers by hospitality brands. In context of Radisson
social media application such as facebook, Instagram, snap-chat are some of the common
platforms that are used in order to build up some effective marketing campaigns by offering
huge discounts, loyalty packages to attract the target segment of customers (Bala and Verma,
2018).
New hospitality trends through application of data:
 Use of chatbots: Chatbots are use for improving customer experiences as part of hospitality
marketing strategies. In relation to Radisson these bots allow to develop rapid response of
customer questions regardless of the availability of staff. This medium leads to providing of
responses to customers in multiple languages (Chester and Montgomery, 2017). This
technology is basically used at the booking stage for supporting the staff and encouraging
the completion of bookings. This technique is also leading to up selling, cross selling and
potentially assisting business to maximize their revenue.
 Personalized marketing: Personalized marketing is a tool that is allowing organisations for
delivering of individualised context of the target market by use of appropriate technology of
data collection and automation technology. For Radisson the main objective of this
marketing strategy is to engage the customers by communication with them by use of e

mails, text messages to inform the customers by use of personalized messages.
 Influencer marketing: It is a tool that is used by many hospitality brands as one of the
fastest growing marketing strategies for the hospitality business. It is a digital counterpart
where there is focus on travel bloggers for the purpose of marketing and promoting a
particular brand (Kim, Kang and Lee, 2019). In Radisson this technique is adopted by
offering free of cost stay packages or heavy discounted packages that can lead to promoting
the brands.
Radisson launched a new social media video campaign with local agency script to
showcase their new breakfast offerings. That was inspired by moments taking place across the
breakfast table. The main aim of this campaign was to celebrate the moments with
#superbreakfastmoments. It was a creative execution that comprised of these videos celebrating
the Radisson breakfast concept, the main key message was to capture the best travel moments as it
created a emotional connection that is super breakfast at each morning for their guests (Goldfarb
and Tucker,, 2019). This campaign was launched in social media and it was driven all across Africa
and official branding channels. It was basically to engage the target segment of customers to take
picture of their favourite items of breakfast and share it on social media platforms by using the
hashtag. It included three videos celebrating the creative concept also lead to attracting of people
across different parts of world by engaging in this campaign (Radisson Blu launches
'#SuperBreakfastMoments' social media campaign, 2017).
TASK 2
P3-Key Digital Tools For Hospitality Industry
In present time, hospitality industry is completely changed because of digital marketing.
Now, people have lots of choices about hotels and their services. In this way Radisson blu is a big
hospitality chain of present competitive market (McGruer, 2019). Digital marketing is very
important in current world of competition, to survive in this environment every hospitality
organisation planned their strategies, targets, goals. To make the organisation a successful brand
every hospitality organisation gave best product and services, by utilized right key tools. There are
some effective digital marketing rules in which SEO (search engine optimisation), e mail
marketing, social media marketing, online events, websites, influencers are most important.
Radisson blu is known for serving best to their customers, sending strong message with good
personalized service quality. Each and every hospitality try to perform well and want to achieve
targets. From physical to digital is a great journey of each sector or industry because of present
demand . The important tools which every organisation is used to enhance their level in

competition chain are e mail marketing. In this, organisation send various promotional, targeted,
opened smartphone email on daily or monthly basis to consumer and companies.
From past data of Radisson and Hilton it can be said that 86% consumer prefer companies
sent monthly promotional mails and only 15% sent daily (Chaffey and Smith, 2017). This is the
effective and cheapest technique to achieve goals and target customers. SEO is very important in
the world of digital marketing, this helps to boast up the speed of website in search of anything.
Local SEO helps in searching something locally. for example if a customer search hotel near me so
SEO focus on the location which customer actually want. ADS also is key element of digital
marketing because people used their mobile phone or laptop regularly than during work they saw
lots of ads, if the ads is effective, attractive and related with customer at that time than they also try
to open website and think upon it (Polanco-Diges and Debasa, 2020). E mail is medium which
helps the organisation to connect with their customers.
Along with this social media market is the most effective tool because it is a simple and
unavoidable media market where organisation can engage with their customers easily. In this every
organisation choose their social media platform very carefully,where customer can connect with the
organisation in a friendly manner. For example: Instagram , facebook , LinkedIn , is more effective
in this way where hospitality organisation create pages on these applications and upload best
pictures there and connect with customers with their reviews. Online event is another tool for
Radisson Blu and other organisation also, in this different events can planned by management teams
where media persons, influencers (experts &celebrities) of organisation and other followers also
invited. By this Radisson blu enhance the goodwill in value chain and competitive market . Just like
Radisson Blu the other big brand in hospitality “HILTON” is also successful in digital market in this
way. Influencers are very important for each organisation because they create an effective image in
people 's mind usually celebrities life style, fashion,travel and beauty effect directly. So influencer
like the hotels and give some review on it than followers also try to do the same this process is
known as digital promotion which is very important tool in digital world (Chaffey and Ellis-
Chadwick, 2019).
P4-Development of e-commerce, digital marketing platforms and channels
From last few year the changes can be noticed in world of digitalisation. Basically there is
little difference between e-commerce and digital marketing. E commerce is an important factor
behind sales and digital marketing is a platform to attract the customers (Kiradoo, 2017). Radisson
Blu is a big chain of hospitality industry, in this way many more are here to compete with it like
Hilton, Marriott etc. Before digitalisation all organisations maintained their work in physical/paper
format so the promotion process, account management, reviews of customers maintained manually

(Özoğlu, and Topal, 2020). Management of all issues is difficult manually for each hotels but after
all these now it is simple and easy to make record in online platform. To make record and payment
secure many options available like E-Book, word pad etc. Before digitalisation few platforms and
channels available for each and every hospitality, they promote their service, quality , facility
through banners, templates, newspaper, magazines etc.
But now there are many options to attract customers via digital marketing. In this way
Radisson Blu maintained the high level sales of their service by accepting booking for events,
meetings, rooms, restaurant through e mail, social media market, and many more digital channels.
Hilton, is also a successful brand in hospitality chain which, compete with Radisson Blu frequently.
Align with this brand popularity of Radisson and hilton is 3.0 star and 5.0 star through social and
digital media marketing (Oklander and Oklander, 2017). It can be said that development of e-
commerce, digital platforms and channels are most effective and powerful changes in the industry
of hospitality because customers can search hotels according to their required facility, quality, and
satisfaction level from any where, it can be possible by only through digital platforms. This kind of
development is connected in positive manner for each hospitality. From past to present there is a
huge change in hospitality brands through digital marketing, which can be examined easily. Before
digitalisation there are many problems faced by hospitality industry like dates of check in and check
out in physical format, but now it is easy to maintain all these. It can be seen that competition in
hospitality is greater than other industry and maintain the same position is also a difficult challenge
for every company (Preniqi, Sylaj and Krasniqi, 2020). Digital development is not only important
for management team of Radisson to pay attention and expand their business online, it will also
helpful for customers whom mostly like to save their time , take advantages of discount scheme and
many more schemes. In this to improve the level of digitalisation among people big brands hotels
offers discount for specific time period to increase the sale and try to built trust among people. All
this become easy in present competitive time because of various platform and channels of digital
marketing (Yankovets and Vyshnevska, 2019).
TASK 3
P5: Development of a digital marketing plan & strategy for multi channel capability for the selected
hospitality organisation
Summary: With the changing external environment especially because of the spread of COVID
virus there is need to focus on use of digital marketing channels for the purpose of promoting and

marketing the brand for target segment of customers. The present strategic plan is based on making
a detailed evaluation of the way laid objectives can be achieved related to digital marketing strategy
of Radisson blu.
Vision: Vision of radisson blu is to be a hospitality Brand of choices for their target segment of
customers.
Mission: Mission of radisson blu is to ensure that each team members posses the required level of
dedication for well-being & satisfaction of their guests. There is requirement to be empathetic,
imaginative and understand.
Objectives:
the objectives laid down in the present business plan is mentioned below:
 Enhancing customers experiences and creation of foundation for competitive differentiation
by offering 10 percent savings on upcoming stays.
 Achievement of a higher market share by 5 percent for coming time period of 20-21.
Marketing mix of radison blue:
For the purpose of achieving the laid objectives tin the marketing plan there will be focus on
application of marketing mix tactics and strategies as mentioned below:
 Product: Radisson blu will be focusing on the amenities that they is offering of luxury
atmosphere in their services (Leite and Azevedo, 2017). There will be focus on air
conditioners, comfortable, elegant experience. Other different services includes 24*7
reception, spa, salon services, wi-fi, banquet options. Further there is offering of different
dining options with varieties of cuisines.
 Price: Radisson is targetting honeymooners, business travellers, wedding parties and leisure
travellers as their potential customers. They are operating a diversified range that include
luxury, premium and mid scale.
 Place: Radisson has a global presence across 990 locations that is operated across 73
countries. They are also operating 158 hotels across continents of Africa, Asia and Europe.
They are having a widespread distribution network that includes operations & management
by use of franchise system. It is a key aspects that can be used as a promotional element (El
Junusi, 2020).
 Promotion: Radisson is a global brand that is delivering contemporary products & services
across the hospitality sector. The present digital marketing plan is based on achieving the
laid business objectives that is achievement of higher market share by offering 10 percent

flat discount on up coming stays. There will be attractive offers on new booking experiences
so that visitors can be encouraged to join the radisson rewards loyalty program. Further
benefit for other existing members will be by offering them discounted rates & providing
them opportunity to save in upcoming stays.
From the above mentioned aspects it can be said that these attributes of marketing mix will be used
as a tactics in order to achieve the high market share in coming time period.
P6: Explanation of the way omni channel marketing is adopted for meeting business objectives
Omni channel marketing strategy is a luxury marketing efforts that is offering a distinct
way for their customers. It is based on content of dynamic and a personalized way by focussing on a
multichannel sales approach. It will lead to development of a integrated shopping experiences.
There are basic two divisions of customers of Radisson blu that includes the luxury business
division and the active holiday seekers. Presently there is analysis of the different ways in which
omni channel marketing can be used for the purpose of making a initiatives to organize digital
marketing activities.
Multi channel marketing in radisson blue for:
Luxury business division: luxury holiday seekers are generally people having preferences for
seeking of experiences just like wealthy locals so that they can experience the real flavour of local
culture. For Radisson blue there will be development of bespoke packages to strike a balance
between challenge and comfort (Bala and Verma, 2018). There will be use of multi platforms that
is a combination of many different platforms such as
Active holiday seekers: For active holiday seekers there is no focus on luxury instead they are just
willing to go for normal amenities that is having a cohesive messages across channels. It leads to
continuous evolution of the message according to the information gathered per customers. It
includes focussing on different types of platforms which can be focussed together such as there will
be use of e mail marketing, social media for connecting with customers especially the millennial
generation can be attracted by organizing of campaigns on such social media applications. There
can also be emphasis on print media by use of catalogues of the attractive packages that are offered
by Radisson.
Way multi channel marketing is contributing towards achievement of business objectives:
Omni channel luxury market is a move towards personalized communication with the
target customers. In this there is determination of the best channel for communicating with the
customers. Effective marketing programs are supported by sound data where there is cohesive

experiences across appropriate platforms to reach the target segment. In hospitality industry
especially Radisson blu it is going to provide customers with a “Personalised experiences”. It is
also going to lead towards gaining of advantage over other competitors. For instance there will be
offers based on loyalty members and guest to explore entire portfolio of guest across 1100 hotels
worldwide, the development of application is going to lead towards delivering a personalized digital
experiences. The app and website will be major hubs for viewing earnings and redeeming points
(Dytman-Stasieńko, and Węglińska, 2018).
The radissonhotels.om website is a focal point of the new multi brand approach towards hospitality
arriving under name of radisson hotels. It is based on invitation to go everywhere, location is also a
factor for guests travel plans.
TASK 4
P7: Determination and evaluation of measurement techniques & performance metrics for digital
marketing strategy and plan
Digital marketing KPI or key performance indicators are quantifiable goals that can assist on
tracking and measuring of success. In the present situation of global pandemic the presently laid
down strategic plan is going to assist in achievement of the laid objectives. For this there is need to
consider some of the measurement and evaluation techniques for reviewing of the achieved level of
performance. These are useful ways where digital marketers can set expectation and analyse a
particular digital marketing strategy.
Total site visits: It is a tool that is used for tracking and monitoring of progress to analyse how
effective campaign has been able to drive traffic. In case of Radisson if the number is increasing
with time after completion of specified time period then it will lead towards success of the
marketing plan.
Traffic by channels and sources: It is very useful for the purpose of segmenting the traffic sources
and dealing with the underperforming in the whole marketing campaign. There will be break age in
four channels and sources:
Direct visitors: who are visiting the site of radisson blue by typing the URL in the browser.
Organic/search: These are visitors who are arriving at site based on the search query
Referrals: these are identifies as those visitors who are coming from links from other blogs or
websites.
Social media: If there is any social media presence then there is need to measure the visitor who are

coming from the site from social media platforms. Social traffic also provides general insight about
the effectiveness of content marketing and other types of digital campaigns.
Number of new visitors & number of return visitors: It is a distinction to track the return visitors
that is a indication of content quality and usefulness. For radisson it has to be analysed whether the
content is formed in such a way that it is enough for attracting multiple visit. If there will be a high
ratio of new visitors as compared to previous month then it will that the new content is working
towards driving of traffic.
Interactions per visits: it is regarded as more detailed analysis of the website traffic as it yields the
actionable insights so that it can be interpreted. There is looking at variables of how many pages
users are visiting, the time duration at which they are staying on individual pages and activity on
each page.
Bounce rate: It is the number of people who are visiting the site and leaving right away without
there is performing of any type of meaningful action, if there is high bounce rate then it can lead to
a indication for radisson that there are several flaws in the present digital marketing campaigns,
weak landing pages and irrelevant traffic sources.
Cost per visitors and revenue per visitor: These are regarded as the broad measurement that
provides a simple formula of measuring the profitability of each marketing channel. In case the
RPV exceeding the CPV then it is going to create a profitability situation for the present marketing
campaign of Radisson. CPV is calculate by Dividing of the total investment of a particular channel
by total number of visitors that are generated.
P8: Presentation of set of actions for improvement of performance on digital marketing
There is a need to focus on some of the actions to enhance the performance of digital marketing.
For this some of the measures in context to Radisson are mentioned below:
 Focusing on conversion and not on leads: The marketing department of Radisosn has to
lay emphasis on data and metrics that is influencing each & every decision. For B2C
marketing of radisson there is need to use a existing approach of wide net by ensuring
advances in big data & machine learning so that there can be dig deeper and analysing if the
conversion rates at individual level. For instance by use of multi channel marketing strategy
Radison is targetting two marketing segments that includes the luxury business division and
the active holiday seekers.
 Setting the stage for creation of long term value: Marketer have to consider the long term
value while making strategic decisions. In radisson the marketing department has to

understand where the brand is fitting from the prevailing trends before moving to any final
decisions that can affect the long term revenue and growth of this brand.
 Formation of a digital marketing team: In this there has to be assigning of new roles so that
the process of a successful digital marketing campaign is started right from the beginning for
this there will be requirement of creation of certain positions that includes story teller
focusing on developing of content that is high quality, compelling and original.
 Another is content curator who must ensure that content has to be original. Another
position is data manager that having sometimes for collecting & managing the data and
extract of important pieces of information. Social media manager will ensure that the
social media marketing efforts are according to the schedule by using of right type of
content and other related tools.
 Optimisation of SEO: in this there has to be laying of emphasis on SEO optimisation that is
ensuring that the content that is being used in the digital marketing campaign is focussed on
key words, google friendly HTML formatting and a URL structure that is correlating with
the product keywords. There can be tracking of SEO success by analysing the traffic
heatmap analytics and A/B testing that is testing of various subject lines & calls to action to
see where the approach is clicking.
 Measuring of content reach: In this there is need to focus on editing of the B2B marketing
strategy. There is need to ensure the external and internal reach that can create a a boarder
picture of the content type, messaging and topics in a effective scenario. Measuring of
external reach can be done by analysing the numbers of number of engagement per month,
10 most engaged assets per quarter and persona, content type & sales type.

CONCLUSION
It can be summarized from above discussed aspects that digital marketing is a tool that is
becoming more popular means that is leading to creation of a effective marketing strategy for
attracting of customers. Multi channel marketing is a concept that is promoted by application of
digital marketing tools for the purpose of promoting a hospitality brand. There is need to make
analysis of the digital marketing activities so that further plan can be formulated to support
initiatives of organisation according to their target market that is general luxury business divisions
and the active holiday seekers according to the market segmentation.

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Online
Radisson Blu launches '#SuperBreakfastMoments' social media campaign, 2017 [online], Available
through<https://www.mediaupdate.co.za/social/142472/radisson-blu-launches-
superbreakfastmoments-social-media-campaign>