Digital Marketing Landscape in Hospitality Industry

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.