Digital Marketing Campaign for Marriott International

This report covers the digital marketing campaign for Marriott International, focusing on building multi-channel capabilities and targeting holiday seekers. The campaign aims to expand business into new locations, enhance sales and profit. The report includes a SWOT analysis of Marriott International.

Hospitality digital
marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
LO1..................................................................................................................................................3
P1- Explanation of digital marketing landscape and comparison between online and offline
marketing concept.......................................................................................................................3
P2- key Hospitality consumer trends and insights that are fulling the Digital growth.............4
LO2..................................................................................................................................................5
P3-Key Digital tools Used by Hospitality organizations............................................................5
P4- Development of E- commerce and digital marketing and the comparison with Physical
Channels......................................................................................................................................7
LO3..................................................................................................................................................8
P5- digital marketing Campaign for Marriott International.......................................................8
Marketing Mix ...........................................................................................................................9
P6- Explanation of Omni Channels and their use in the business...........................................11
LO4................................................................................................................................................12
P7-Measurement techniques for measuring effectiveness of performance of digital marketing
plan............................................................................................................................................12
P8- Set of action to improve Performance of Digital marketing .............................................12
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Digital marketing is the new way of marketing and useful tool for the business which
helps to aware about companies product and arability in the market. Digital marketing tools is
cap-able to target the audience according tho the product specification and their features which
are related to customers interest. Its easy to use and most of the people nowadays use social
media so its easy for the companies target their audience.
This report will cover the case study of Marriott international Hotel which is American
multinational Hotel and providing their guest luxury and premium Hospitality experience. This
hotel is working worldwide and having their presence in more than 6,906 and there are more
than 176000 employees are working in their Hotel.
This report will provide digital marketing campaign of the Marriott international which
will be based on developing good brand image and attract holiday seekers at their hotel.
LO1
P1- Explanation of digital marketing landscape and comparison between online and offline
marketing concept
Digital marketing is the top marketing tool which is growing day by day and helping
business to create their presence in the market through the Digital Marketing. As per the GDP
growth UK developed economy on the global landscape and the opportunities for the business
are incredible, specially for the digital marketing. This is not just a assumption but this is the
future where every business will be depended on the online Digital marketing (Bayoude and
et,al., 2018). Their is high demand of the digital markers in the UK market because most of the
companies are depended on ion the Digital marketing campaign, and they always look for the
marketer who have good knowledge of the digital marketing.
In the UK market Virtually all adults aged 16 to 44 years in the UK were a recent internet
users (99%) in 2019, compared with 47% of adults aged 75 years and over. 7.5% of adults had
never used the internet in 2019, down from 8.4% in 2018. 91% of adults in the UK were recent
internet users in 2019, up from 90% in 2018. Dependency on the internet make the business in
the UK to use digital marketing and this is the best way for the new business to use the Digital
marketing because it is less costly but marketers need some knowledge about it and should
have knowledge of digital analysis.

Thanks for the rapid development of the telecommunication infrastructure which make
available internet for the people in fewer prices so people are able to connect with the internet
and this all benefited to the companies in UK. Now every company in the UK market is using
Digital marketing tools and showing their presence. Its helpful for the business become its more
easy as compare to the traditional marketing and also save money of the business for the
marketing, and they can able to reach their target audience in less Budget.
Online marketing VS Offline marketing
Online marketing and Digital marketing are two different marketing strategy which
completely different from each other and there are some differences like their target audience
is totally different, Tools are different etc.
Online marketing is known as the internet marketing where business get the position
like, content writing, SEO, social media marketing and many more. This is different from the
Traditional marketing because in the traditional ,marketing which is known as offline
marketing. Marketers of the company have to visit the market to convey their message to their
audience and if the company is using the TV advertisement and News paper which are tools of
the tradition marketing are also complicated because there is no target audience (Chaffey and
Smith., 2017). Advertisement will be visible for every person and the cost of per advertisement
is five times high as compare to the Digital marketing. But the Digital marketing is easy to use
but the marketers should have the knowledge about the tools and there are various tools which
is useful for the markets to convey their message they have t handle their campaign through
computer and their they can also analysis how many people have visited their website and their
responses and its less costly as compare to the traditional marketing and company can target
their audience as well according to age group and their interest.
P2- key Hospitality consumer trends and insights that are fulling the Digital growth
There are many customers trends in the Hospitality industry which are helping the
business to use the digital market and it is also growing the digital marketing. This is necessary
for the Marriott international to look for those trends to take competitive advantages in the
markets and this is affecting digital growth of the company as well (Chaffey and Smith., 2017).
Online Booking
This is the new customers trend where people can book their Hotel online and confirm
their stay in for the future so when they will go top the hotel they will get their room ready

and this also include the times, facilities and date of the booking ad customers can also cancel
their booking whenever they want (Cummins, Peltier and Dixon., 2016). Online booking is
growing the digital marketing because it can aware customers about the Hotel and their website
and most of the digital marketing campaign come with the offers so customers can book their
Hotel from the online with discount.
Mobile Phone
Each any every person use the mobile and their they search for the things they want
and digital marketing can be good tool for the Marriott international, and they can use the
digital marketing tools to attract customers. They can use content writing and make their content
with the attractive and key world which can come top of the research bar. When people will
search for the Hotels then this will show the Marriott international website on the top.
Premium services in affordable price
This is the new customers trends where customers are demand for the premium services
with affordable prices (Girchenko and Ovsiannikova., 2016). The affordable Hotel helps to
satisfy the needs and demand for the customers and here digital marketing is the best way to
aware people about this offer. Marriott international can run their campaign on the social media
and target their audience which are looking for the offers where they will get the Premium
Hospitality services and guest experience in affordable prices. This will help the company to
attract new customers and Marriott international ca show their presence in the International
market.
LO2
P3-Key Digital tools Used by Hospitality organizations
In a Recent time each and every organization who are running their business at the
international level are using the digital tools to take competitive advantages in the market.
There are two top hotels on the international level are using various kind of digital tools to take
competitive advantages in the market here they are operating their business (HRISTOFOROVA
And et.al., 2019). This provides them higher growth in the market, and they can also attract and
target the audience through the digital promotion of the various platforms. here is the
comparison between Marriott international and Four Seasons Hotel on the Basis of Digital
marketing -
Marriott international Seven seas Hotel

Content marketing
Hotel Marriott has their focus on the Content
marketing strategy and this strategy help this
company to achieve huge success in their
business. They hire a content writer who make
a proper and attractive content for ro their
Hotel which they pest on the Google (Ivanov.,
2019). This helps this company to attract
customers, and they are able to get their desire
customers and addition competitive reward in
the Hospitality industry at the international
level. They Hire professionals for their
content marketing, and they all get paid for it.
Facebook
Seven seas Hotel is active on the Facebook
platform which is one of the best platform for
the digital marketing. In this Platform Seven
seas Hotel Run their campaign their main
targets are the people who like to travel and
visit new places. They provide the huge
discount top t their guest for the room book .
This makes possible for them their marketing
which has good experience of the digital
marketing.
You tube
Noways people are shifting toward the you
tube because it has potential to attract huge
audience for the companies. They are
collaborating with the Jackson harries from
the JacksGap, this social media influence has
the you tube channels which has around 4
million subscribers, and he had creat5ed the
short video which is focusing on the
Destinations that Marriott International
currently services.
Instagram
Instagram is the another platform where
company Seven seas Hotel have their own
account. They used to share their post, but they
do not have huge followers but their main
motivate on the Instagram is to promote their
brand, so they are having connect with the
Instagram influences who used to share their
post on the stories and also share their
experience with the other people (Jin and
Hurd., 2018). This attracts people to visit the
Seven seas Hotel.
Snapchat
Marriott Hotel is also collaborating with some
influencer on this platform as well ,one of the
Twitter
Twitter is the best pace to0 run the campaign
and this opportunity has been grabbed by the

famous name like Casey Neistat. He has also
done the promotion of the Marriott
International on the Snapchat and show the
services provided by the hotel.
Seven seas Hotel where they used to run their
campaign by using the # tags to target their
audience. They are also successful in this
social media Platform.
P4- Development of E- commerce and digital marketing and the comparison with Physical
Channels
The e commerce and the digital marking are the run by using the internet, and they both
have their own capability to attract customers and their audience but the Physical channels are
the offline way of marketing b and this is totally different from the both e-commerce and the
digital marking (Kingsnorth., 2019). All the channels have their own capability and capacity to
attract customers o but their product.
E- commerce
E- commerce channels are the new trend in which people can buy heir product on
online and the company will deliver their product on their home. This is the new trend because
people do not have to visit the physical store of the company, and they can directly buy product
services on their website. Marriott international have their own website where people can book
their room and edit the facilities which they want (Koskinen., 2016). This makes easy for the
guest to book their room, and they can enjoy the other services as well.
Digital marketing
Digital marketing is getting popular among the brands now a days and it6 is more
effective and best way to attract customers for the firms to buy their services and their product.
This is the best way to aware people about their present so companies run their campaign on
the digital platforms like Facebook, Twitter, Instagram etc (Liebhart and Bernhardt., 2017).
Most of the people are using the social media so its make easy for the companies to get the
desire customers who can but their services and their product because they can target their
audience according to there interest so its make easy for the them to get new customers. This is
less costly and better as compare to the Physical Channels.
Physical Channels
Physical Channels are Email marketing, TV advertisement and the new channels
advertisement. This is also good marketing tool, but they are costlier than digital and E-

commerce. Companies have to pay high price to these channels for their advertisement and this
can be out of budget for the most of the customers.
LO3
P5- digital marketing Campaign for Marriott International
Executive Summery
This report will cover digital marketing campaign for the Marriott International and
their initiative will be to building multi-Channel capabilities as the Luxury business division and
their active Holiday seekers (Liu And et.al., 2018).
Mission
“To enhance the lives of our customers by creating and enabling unsurpassed vacation
and leisure experience.”
Vision
"To be the World's Favorite travel Company."
Objectives
 TO expand business into 1 new location till the end of 2021
 To enhance the companies sales by the 10 % till 2021.
 To enhance Profit of the company by 5 % till the end of 2021
Swot Analysis
Strength
 Marriott International has good reputation in the international market, and they are
having presence in more than 122 countries, and they also have 600 properties under
them with the 1.2 million Room to their credit (Opresnik., 2018).
 In the whole Hospitality Marriott International is the most competitive brand, and they
are giving their effort toward stay in the competition by innovation at their workplace.
Weakness
 Marriott International is focusing to expand their business and due to the rapid expansion
of their business they are not able to control their standers of the services and this is
resulting as the brand Dilute

 The Image of this company has marred by the controversies, which is putting them into
the problems. One of the latest controversy was the locking of the personal WI-Fi of the
customers starting privacy risks. Such negative marketing puts the brand poor lights.
Opportunities
 Innovation in the company can be opportunity for the Marriott International, so they
should bring new technology which can satisfy needs of their guest.
 Global travel is increasing and company have the opportunity to make the good profit
by grabbing this opportunity.
Threats
 Competition in the Hospitality industry is creating threat for the Marriott International.
There are many competitors of the company like TESCO, Seven Seas Hotels etc are
creating threat for them.
Marketing Mix
Product
Marriott International is providing luxury s and premium services to their customer and
this campaign will also base on this where they will provide their customers luxury
accommodation services to their guest (Payne Peltier and Barger., 2017). This will allow their
customer to enjoy their services and enjoy their holidays by booking their room in Marriott
International with their family and their friends.
price
Prices of the holiday packages will be affordable so the guest will able to enjoy the
luxury and high class-services in this summer with the affordable prices range. This wills
satisfy their needs ad their demand so Marriott International can gain competitive advantages .
Place
Marriott International has their presence in all over the world and now they are thinking
to expand their business in some of the Asia countries where they are already having the good
market. The expansion plan will help the company to show their presence as the Luxury brand
in the market, and they will also target the people who are looking for the Holidays in the new
market.
promotion

Marriott International will use the digital marketing tools like Facebook and You tube
to run their campaign and their main target will be audience who have age group between 24-30
who are looking for the Holiday plan with their family or their friends.
Marketing Strategy (STP plan)
Segmentation
Marriott International will target the rich lifestyle people who used to travel and
looking for the holidays to spend their time with their family and their friends. Fro their holiday
they will get the many traveling activities and enjoyable activities.
Targeting
Target customers of the Marriott International for this campaign will be 25 to 30 age
group people because in this age group people like to go for the traveling, and they look for
the hotels which cam satisfy their needs, and they can stay and take the accommodation services
in the Hotels and make their holidays good (Sarlis, Drivas and Sakas., 2017).
Positioning
Symbolic Positioning
Luxury and prestige brands operate in this realm. These are the aspirational elements of your
offering; the characteristics of the brand that fulfill customers’ self-esteem.
Budget
Estimated budget of this digital marketing campaign is 70000 and marketing team of the
company will use 200000 top promote their marketing message in different countries where
they want the expand their business (Khurana., 2017). 300000 will be used in the new equipment
to increase productivity and 100000 for implementation and training for the employees which
will include this leading to use those equipment. Other money 10000 will used for the market
research.
Monitoring and controlling
Feedback
Company will use feedback techniques to know how their marketing plan is performing.
They will take review from the employees who are working in the Marriott International to
measure the performance of the campaign. This will provide the proper controlling on the
campaign if they will find any problems in the campaign then can make the new strategy to
overcome from their problems. They can also take suggestion from the employees.

knowledge performance indicators
There are some knowledge performance indicators which allow companies in knowing
their actual position and effectiveness of performance (Rees and et.al., 2016). One of the main
aims of using this indicator is making improvements at initial stage and making digital marketing
plan successful and attracting customers to the great extent as well. By making different KPIs,
Marriott can identify customers lifetime value, satisfaction level of customers and contact
volume by each channel used by the hotel.
P6- Explanation of Omni Channels and their use in the business
Omni- Channel experience is the multi- Channel approaches to the marketing, selling
and the serving customers experience. This channels is make with the many different channel.
This is the way to create an integrated and the cohesive guest experience no matter how or
where the customers reaches out.
The multi Channel experience is what the business is investing today and same with
the Marriott International, and they are having presence I the multiple channels like Website,
blogs, Twitter They use each of these platforms to engage and connect with customers. However,
in most cases, the customer still lacks a seamless experience and consistent messaging across
each of these channels (yazali And et.al., 2019). This help them to achieve their objectives and
the set goals of their business which makes the Marriott International one of the top brand in
the hospitality industry and show their presence in the market and create good image.
At their core, Omni channel is defined as the multi- Channels sales approaches which
helps to provide the guest of the Marriott International with an integration customers
experience. With the helps of the multichannel Marriott International make their customers
experience better, and they will able to use the companies services . Their website is one of
them where guest can book their hotel room in the Marriott International which makes easy for
the guest to Hotel before any other person book the hotel (Yao, UNIVFY Inc, 2016). Same it is
Mobile application is also a part of Omni channel where guest can carry the application in their
mobile and whenever they want they can see the updates about the Marriott International, and
they also book their Hotel room with huge discount.
Omni channels help the Marriott International to achieve their objectives and their goals
because with the help of these channels company make the new customers and create good
image among the customers mind and also provide their customers good experience which

help them to gain the loyalty of the customers and company can take the competitive advantages
in the market where they are operating their business.
LO4
P7-Measurement techniques for measuring effectiveness of performance of digital marketing
plan
After making digital marketing plan it is important for Marriott hotel to identify and
evaluate effectiveness of planning as it is going on in the right track or require some changes or
improvement. There are some tools and techniques by which Marriott hotel can measure
performance such as:
KPI: There are some knowledge performance indicators which allow companies in knowing
their actual position and effectiveness of performance (Rees and et.al., 2016). One of the main
aims of using this indicator is making improvements at initial stage and making digital marketing
plan successful and attracting customers to the great extent as well. By making different KPIs,
Marriott can identify customers lifetime value, satisfaction level of customers and contact
volume by each channel used by the hotel.
Analytical performance: There are some software and tools are available which helps
companies in identifying errors in projects, areas of improvement and actual position of the
company in regard to the project. By making use of appropriate tools, Marriott can accomplish
its goals and can know as whether its marketing planning is effective or not.
Measurable tactics: There are several ways by which company can measure performance and
its effectiveness such as: page views or total numbers of customers, new visitors, traffic by
sources, the most visited page and the most used channel. By reviewing all channels in a detailed
manner the best platform can be identified which can allow Marriott to focus on it and attracting
customers to the great extent.
P8- Set of action to improve Performance of Digital marketing
Digital marketing in the Marriott International plays important role to create good
customers relationship and aware the people about their brand and their services (Payne Peltier
and Barger., 2017). It is necessary for the company to continuous improve their marketing.
Improvement in their digital marketing will help them to become a strong brand in their industry,
and they will also able to take competitive advantages.

There are some set f action which can used by the marketing team of the Marriott
International to improve their digital marketing-
Training and development
It is necessary or the HR department of the Marriott International to provide training
and other education programs to the marketing team of the company, so they can gain new
experience in the program and can perform the digital marketing activities more better and
accurate. Strong marketing team and knowledge marketing team will help the Marriott
International to achieve their set goals, and they will successfully run the companies campaign
in the various digital platforms.
Follow new trends
Trends in the digital marketing is changing and there are many new trends which are
provide brands competitive advantages. Marketing team of the Marriott International should
follow the new trends and they should also aware about it, so they can use the new trends and
help company to be successful in their business.
Improving Channels
Marriott International is using multiple channels to run their digital marketing and their
digital marketing can be improved if they will brig the improvement in their channels as well.
Company will also able to create good experience for the customers (Opresnik., 2018).
CONCLUSION
As per the report has been Discus about the digital marketing and their importance in
the success of the brand. It also has been made digital marketing plan of the Marriott
International and discussed the Omni channels which are used by the company and properly
expand how this channels help them to achieve their objectives and their goals. It also has
been provided the techniques to measure the performance of the Digital marketing plan and in
the end of this report has been provided the set of actions which helps Marriott International to
improve their digital marketing.

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