Digital Marketing for Marriott Hotel

This document provides a detailed analysis of digital marketing strategies and tools used by Intercontinental hotels and resorts, with a focus on Marriott Hotel. It includes an environmental analysis, key digital tools and platforms, and a plan for digital marketing activities to support Marriott Hotel.

HOSPITALITY
DIGITAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
Develop the digital marketing report on Marriott hotel and require to provide an
environmental analysis in detail manner.....................................................................................1
TASK 2 ...........................................................................................................................................4
Key digital tools, platforms and channels used by various organisations and comparing its
digital presence............................................................................................................................4
TASK 3............................................................................................................................................6
Develop a plan for digital marketing activities to support Marriott Hotel..................................6
TASK 4............................................................................................................................................9
Methods to evaluate, monitor and measure digital marketing effectiveness..............................9
CONCLUSION..............................................................................................................................10

INTRODUCTION
Hospitality digital marketing defines the development and keeping the existence of hotel
with the help of online modes and channels and it depicts those channels that are based on
system and useful in making and developing the worth of commodity from the consumer to
developer. Digital marketing is introduced in era 1990s to 2000s and also make prominent
modifications regarding the marketing methods which is useful in enhancing business and also
make prominent use of suitable technology in business environment (Bowie, and et. al., 2016).
Moreover, digital marketing is useful in developing and describing different areas and sections of
organisations to reach new and existing customers and also cover more market area. Moreover,
marketing methods are useful in supporting the digital technologies to promote their products
and services and these things are done with the use of internet. This assignment depicts the
understanding of various opportunities and challenges that influences the digital conditions and
also evaluate the primary digital tools that are used hotel companies. In addition to this, it also
determine the digital marketing actions and also enhance different marketing channels for the use
of hotel, lastly, it evaluates the different ways of measuring and monitoring the digital activities
in prominent manner in relation with Intercontinental hotels and resorts which is a multinational
diversified hotel company that manages the wide functions of hotel and other concerned
facilities.
TASK 1
Develop the digital marketing report on Marriott hotel and require to provide an environmental
analysis in detail manner
Digital marketing is useful in advertising the goods and services to number of individuals
and also offer proper support to business and other companies to earn more profitability in short
time period. Moreover, digital marketing helps in improving the proper areas of organisation and
marketers to reach new customers and acquire new market area (Jauhari, 2017). For this,
PESTLE framework is opted by Intercontinental hotels and resorts as it is a strategic tool and
useful in determining and examining the market conditions in an effective manner. Moreover, it
is also useful in involving the impact of these factors on Intercontinental hotels and depicts the
long term growth. Thus, its detail explanation is described as under:
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Political: This component carry various laws like trade policies, digitalisation and other
concerning policies and regulations. It also influences the government policies of concerning
nation and also overlook the digital presence of an organisation. By considering the situations of
different nations, they set there own policies and norms in respect of company such as
Intercontinental hotels and resorts analyse all the concerning laws regulations for the smooth
functioning of company (Morrison, 2018). For this, the political environment of UK is quite
stable and government also support company in the expansion of business in an effective
manner. Therefore, it offer prominent opportunities to Intercontinental hotel and resorts in their
expansion and business also provide high customer services. For instance, various countries like
North Korea and Vietnam, internet connection is banned and on the other side UK legislation
body advertises digitalisation in order to offer convenience to their clients. Moreover, the climate
conditions of country is quite supportive and also offer various platforms for company to explore
and expand their business in effective manner.
Economical: Here, global and national environment conditions and their events
influences the situations that include major impact on the Intercontinental hotels and resorts and
their business conditions also. As it include inflation, GDP, interest rates and so on and when the
country has low conditions in their business that indicates the people have less income instead of
developing nation (Altinay, Paraskevas, and Jang, 2015). In relation with UK, their digital
marketing plays important role in enhancing and improving the scale of business as it helps in
offering better services with the help of digital technology. Moreover, government also spend
more money on their virtual marketing in order to facilitate the usage and gain new experience.
Therefore, big expansion in digital marketing and technology tends to enhance the economy of
country and also support in their betterment.
Social: This factor consider the individual requirements and preferences which influences
the requirements of people as due to this, background and environmental conditions get affected.
By analysing the conditions of UK and their overall population which is moving towards the
digitalisation and generally work on the various platforms like Facebook, Twitter, LinkedIn and
many more as most of the people use advanced technology in their day to day activities as it is
useful in offering appropriate opportunities for Intercontinental hotels and resorts in order to
implement digitalisation for their customers. This method helpful for organisation in offering
better services and provide convenience to people in their booking.
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Technological: As the name describes technology, it is related with technical conditions
and advancement of technology and automation for the empowerment of economy and
development of nation and company. These are the factors that are helpful for company in
offering better services to consumer that help them in improving their sales and revenues for
company (Camilleri, Camilleri, and Acocella, 2018). As in relation with UK digitalisation,
many of the people relies on technology and also prefer innovation in their product for their
convenience. Moreover, it describes the drastic change in the presence of UK as many
companies done full automation in their premises to attract customers. In relation with
Intercontinental hotels and resorts their management need to implement advanced technology
like pre booking with the help of website and apps and also provide chat box option to their
customers in clarify suitable doubts regarding the hotel.
Legal: This factor is useful for an organisation in order to follow concerning rules and
regulations that describes the requirements and needs to government. This component include
concerning policies, government regulations and norms. For this, it directly influences the
working conditions of organisation and management that is responsible in order to bind
companies in terms of smooth functioning of company including rules and regulations (Kotler,
and et. al., 2017). In relation with legal factor of UK which are adhered and also comply all the
relatable laws as it helps in offering stability to government. Moreover, public bodies have
various departments and sections, in order to manage and control the activities of government in
terms of digitalisation to reduces the risk factor that is present in market. It is more feasible for
an organisation like Intercontinental hotels and resorts in order to expand its business actions
with the help of all the rules which relies under the government conditions of UK. Despite of
this, legislative bodies always support the digitalisation that is beneficial for company in order to
support and expand their business for longer period of time.
Environmental: This component plays an important role in order to fluctuate and control
the temperature and weather conditions that is concerned with country and organisation. It also
influences the digital services of hotel as government develop various laws and norms for the
protection of environment that leads to develop pollution which is generate by various
organisations. In relation with UK government their population is concerned with weather
conditions as it becomes the major duty of hotel to use less carbon emission and also offer safe
and healthy working environment to individuals. In terms of Intercontinental hotels and resorts,
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their management have to be improve their plan and also execute their policies that is beneficial
for an organisation to develop less carbon as it is useful in creating awareness about the brand
image and reputation of company on larger basis. In addition to this, company should use 3R
method that is reuse, recycle and reduce to support the environmental conditions. With that
contribution of company, digitalisation gets increase and their customer base is capable enough
to acquire the huge customer base for longer period of time.
TASK 2
Key digital tools, platforms and channels used by various organisations and comparing its digital
presence
Digital methods are useful for company in order to conduct their business activities and
operations. For this, digitalisation plays major role as it becomes the huge part for the every day
life of individuals (Kim, and Law, 2015). By considering the current scenario of company,
promotion and marketing actions that are used by company is also performed with the help of
internet. In relation with hospitality industry, they also develop their presence in digital market
and use digital techniques to market their products in order to offer and reach their products to
their potential customers. This section of report is based on the digital marketing techniques that
are opted by Intercontinental hotels and resorts for promoting and offering their products and
also attract potential customer. Despite from this, comparison is done within the digital platforms
and various channels of company with Hilton hotel that is useful for marketing its products in
terms of Intercontinental hotels and resorts.
Intercontinental hotels and resorts
Digital marketing tools and techniques that are opted by Intercontinental hotels and
resorts are helpful for them in effectively done their marketing and advertisement with the help
of online mode (Tresidder, 2015). Intercontinental hotels and resorts invest in around 38% to
their funds in digital marketing in order to enhance and promote its use in effective manner.
These promoting tools and techniques are useful in updating and enhancing the digital presence
of company that is useful in acquiring the success and increasing the customer base. For this, few
tools and techniques are discussed as under:
Google Ads: Intercontinental hotels and resorts use digital marketing which is considered
as the most prominent and influential marketing tool in order to promote products. With the help
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of google ads company now reaches to maximum amount of customers in order to promote their
services by using pop ads that are visible on screen and also searches for the same opinion on
google application. It is also considered as the most prominent tool of marketing in order to
enable the customer base of Intercontinental hotels and resorts by reaching huge number of
customers and convert them into their buyers.
Social media: It is considered as the most commonly used promotion tool in order to use
digital platform and media. It also consider the various number of channels to promote their
products that include Instagram, Facebook and other social media websites that provide relevant
information about other people in their operational actions (Baker, and Magnini, 2016). For
example, Intercontinental hotels and resorts post their poster on Instagram, Facebook and twitter
in order to provide information to public and also regarding the new packages in order to develop
their products in various market areas of society and also target the current customers of
company.
Hilton hotel
Hilton also uses digital marketing in order to show their online presence in market and
also cover around 1 billion people that is very close to expand their business in other areas. For
this, organisations use innovative and creative method to attract more customers. For this, they
use various digital tools in order to enhancer their business and their productivity as in regard of
this, they gain further opportunities.
Modern Traveller: It defines an individual who is connected with the advancement of
technology and internet connection. This traveller efficiently enjoys their luxurious life as these
people are more interested in spending their life in quality instead of quantity and also follow the
healthy life. In relation with Intercontinental hotels and resorts, their managers develop suitable
strategies in order to present themselves on digital area and for this they target modern traveller
those are internet friendly and also live their life by their own way (Dadwal, and Hassan, 2016).
For this, organisation use those platforms that are related with their customers and also keep
them into their priority as in this, company use online media in order to promote their hotel and
other concerning services in order to find new area for that.
Search engine and website: It describes the procedure which is useful in enhancing the
quantity and quality of life of individuals by making website traffic free and also increasing the
visibility of webpage clearly to other individuals. It is useful in enhancing the outcome that
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removes direct user form it. In modern era, lifestyle and fashion is important for people they
believe on their own research instead on travel agent. As most of the travellers and visitors use
search engine or other concerning official website in order to enhance and grow their presence
and sustainability on internet and credibility of hotel (Choi, and et. al., 2016). For this, managers
use search engine due to their unpaid policy and also offer exact and worthy outcomes.
Moreover, company use visual advertisement and media in order to develop their innovative
website and also engages other concerning audience.
Social media: In modern world, people are mostly conscious about sharing their
experiences and suggestions as it is termed as very significant regarding the business and its
presence on social media. For this, digital media is significant factor specially for the online
presence and experience (Kruja, and et al., 2016). For this, Hilton hotel opt social media in order
to attract and retain their respective customers for longer period of time. This factor is useful for
social media as most of the people share their experience while opting it and also conduct low
prices to promote their hotel on this platform. Moreover, Hilton advertise their business actions
in terms of number of people that are present on Facebook, Instagram and so on. For this, best
and prominent tool is online media that deserve the best services and display proper ambience in
front of their customers. It is also considered as the best way to involve people and engage them
on online media.
TASK 3
Develop a plan for digital marketing activities to support Marriott Hotel
Intercontinental hotels and resorts is operate their business in hospitality industry as it is
their main business function that tuns them into become more competitive in dynamic business
environment. It directly influences the performance of organisation to become more effective in
order to attain competitive position in market area. This report is based on the Intercontinental
hotels and resorts in order to invest huge capital in digital marketing to earn maximum amount of
profit without any barrier (Lu, and Stepchenkova, 2015). There are various competitors who are
facing challenges in Intercontinental hotels and resorts in market area like Hilton hotel, Marriott
hotel and so on. In order to deal with other competitors and achieve competitive edge
Intercontinental hotels and resorts in order to develop plans and policies for this two new
extensions are discussed as under:
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a) Luxury Business Division Identify channels: It is considered as the first stage of this plan in which Intercontinental
hotels and resorts need to understand their prominent channels to reach their respective
customers in an appropriate way. Intercontinental hotels and resorts, they are quite active
in terms of the use of digital marketing as they use various digital platforms to market
their products and services that is offered by people, like various holiday packages,
restaurant and concerning in house services (Minazzi, 2015). Therefore, according to the
current state of UK population, it is determined that majority of population use online
platforms and various website applications to grasp the information and concerning data
of the services of company that include brand and products. Moreover, consumers prefer
their comfort zone in hotel industry to provide services like bookings with the help of
various applications and other social media channels that is beneficial part for
Intercontinental hotels and resorts. In addition to this, customers are also attracted
towards their luxurious services specially in hotels or resorts that needs to be empowered
by Intercontinental hotels and resorts to attain its predetermined targets in an effective
manner. Thus, in terms of enhancing luxurious business division, Intercontinental hotels
and resorts need to analyse major marketing channels like social media platforms, google
ads, Instagram, facebook and so on in order to protect their marketing offerings. With the
help of these marketing platforms Intercontinental hotels and resorts need to smoothly
manage their sales and other concerning operations to attract maximum number of
people. It is also useful in enhancing the brand awareness regarding the global market
area of Intercontinental hotels and resorts.
 Developing objectives: When the suitable channels are analysed the next stage comes on
developing and enhancing an objectives to improve the overall performance of
Intercontinental hotels and resorts in order to operate in effective manner (Xu, and
Gursoy, 2015). In terms of Intercontinental hotels and resorts their goals are as follows:
 To enhance their revenues by 25% in upcoming one year.
 To increase its customer base by 20% in next 6 months.
 Additionally, improves the online presence with the help of digital channels and other
platforms and techniques.
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In terms of achieving its relevant objectives, Intercontinental hotels and resorts need to
maintain their quality and also offer best products by concerning their visitors and guests
perspective. It is done by organising market determination and undertaking consumer demands
and preferences. These practices are useful in allowing Intercontinental hotels and resorts to offer
best experience to their respective customers. Determine target audience: This factor is in relation with the determining the prominent
customer base or segment in society as it is useful in enhancing the market share and size.
Intercontinental hotels and hotels, put emphasis on the quality instead of their pricing
strategy, their targeted audience are families as their desire is to spend some leisure time
with in lavish manner (Jiang, Ramkissoon, and Mavondo, 2016). Reason behind this is
targeting rich class area because they are more active on internet and digital tools that
enables Intercontinental hotels and resorts to reach them rapidly that enhances their brand
promotion. Generate integration: It is considered as the final step of this plan in which
Intercontinental hotels and resorts manage their marketing team as it combines its online
and offline marketing channels and also make them work in collective manner to achieve
prominent outcomes. Integrating various marketing channels describes Intercontinental
hotels and resorts to understand requirements of individuals or their target market. It is
also motivate them in terms of taking corrective measures to gain competitive edge. It
allows hotel to increase their customer base and also improve their purchasing
experience.
b) Active holiday seekers Identifying channels: It is termed as the basic step as it helps in taking prominent
initiative for Intercontinental hotels and resorts and also wishes to expand their business
across the world. In terms of Intercontinental hotels and resorts, due to this factor also
helpful in gaining profitability ration of their travel areas (Kruja, and et al., 2016).
Therefore, with the enhancement rate of using online methods and internet tools among
the population, Intercontinental hotels and resorts develop prominent attempt for the
usage of social media and other concerning channels like e-mails, promotions with the
help of online and offline techniques and search engine. By adopting, these types of
channels, it helps in enhancing the Intercontinental hotels and resorts in order to attract
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the attention of people across the world and also improves their overall proficiency
among their rivals. Developing objectives: With the help of this method, Intercontinental hotels and resorts
can easily analyse their market conditions on the grounds of executing the best strategic
decisions to attain their sales and objectives in particular period of time (Lu, and
Stepchenkova, 2015). It is also helpful in determining the suitable goals of
Intercontinental hotels and resorts as its main objective is to pool its different culture and
beliefs to develop strong and healthy relations among customers and company. Determining target audience: With the help of this component, Intercontinental hotels
and resorts examine their customers and determine that who give their best contribution
to improve the capabilities of an organisation and its prominent profitability factor
(Minazzi, 2015). Additionally, to attain the improvised level of sales in travel division,
Intercontinental hotels and resorts can easily target those families and young travellers as
because of this, if also provide different services like adventure tour and vacation
package etc. Due to this, it also allows them to expand their business and sales as it is
useful in improving their overall performance and productivity that helps in fulfilling the
existing trends of customers preferences and demand in effective manner.
 Generate integration: Due to the rapid growth and expansion of business, they prefer
various marketing channels in order to communicate with their customers as it is useful
for Intercontinental hotels and resorts to integrate their methods in various marketing
communication channels to deal with various types of competitors and creative way. By
executing prominent strategies and tools, it helps in developing the relationship of
customers and also useful in analysing new and probable manner to attract customers.
Additionally, by determining the integration channels as it is useful in supporting
Intercontinental hotels and resorts in terms of acquiring and suggesting their probable
experience for the development of goods and services in an effective manner in
comparison to their competitors.
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TASK 4
Methods to evaluate, monitor and measure digital marketing effectiveness
There are different which are using digital marketing tool which are essential to create as
well as promote the awareness of the products to create effectively decision for the company. By
identifying the different method firm can expand and explore the business effectively. For the
organisation this has become essential tool through which management can bring out effective
result and this will helpful in capturing large market share (Xu, and Gursoy, 2015). There must
be proper marketing campaign and creativity should be done to capture huge market share
effectively. There are some methods which is used to manage and create effectively decision for
the longer time period.
CTR (Click through rate): This is the method through which firm can earn more profit
and earn higher revenue to some extent. For the organisation like Continental hotel must use
such method which help in increasing the revenue and marketplace (Jiang, Ramkissoon, and
Mavondo, 2016). With the help of this prominent method, companies can analyse the various
attributes and frame of mind of targeted market and customers. Apart from this, management can
contentiously can pop the message when customer open there laptops and mobile.
Questionnaire: This is consider as the most effective method through which firm can
achieve desire aims and objectives effectively. As the demand of the customers is changing
constantly so this is vital for the firm to be flexible and more competitive (Bowie, and et. al.,
2016). The hotel like Continental manager can develop questionnaire through the firm can get
idea regarding how they can change the current performance of the company and bring out
effectively result. By considering this way, it supports Continental hotel for the expansion of
profit and also enlarge the market share among business competition.
Return on investment metric: There must be proper analyse which should be done to
accomplish desire aims effectively. This is one of the best method through which most of the
hotel take effective decision which are beneficial for the company to figure out there
performance effectively. This metrics provide clarity regarding the all the possible outcomes to
earn more profit for the longer time period (Jauhari, 2017). Apart from this it is consider as the
cost effective techniques through which hotel can earn larger revenue for the company.
Hence, this has been analysed that hotel chain have to focus on the digital marketing
which is essential now a days to provide high quality service to customers. As the market is very
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dynamic there must be proper evaluation and safety measure should take place by the company
so that they can sustain for the longer time period in this competitive marketplace effectively.
CONCLUSION
Therefore, it is concluded that to survive in the changing business environment, effective
and efficient digital marketing is significant and helps in acquiring more and more employees.
Moreover, it is also useful in in enabling the digital marketing ways to determine the needs and
preferences of customers and also helps in developing effective strategic decisions to attain
competitive edge of market. In addition to this, PESTLE framework is conducted to determine
the external components and also develop prominent strategic decisions regarding the expansion
of an organisation and also determine the market share and size. Furthermore, enhancement of
digital marketing plans and concerning improvement is useful in allowing and understanding the
marketing challenges that leads to improve the performance of market in an appropriate manner.
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REFERENCES
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