Digital Marketing Strategy of Hyatt Hotel

Running head: DIGITAL MARKETING
Digital Marketing
Name of the Student:
Name of the University:
Author Note:

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Executive Summary:
The report discusses about the integrated digital Strategy of Hyatt Hotel through the mention of
background information and the marketing objectives. Analysis of the company’s opportunity
from digital marketing is done through a situation analysis, Google analytics customization,
target audience and SWOT in the report. The report also describes strategies adopted by Hyatt
Hotel in achieving those objectives. A review on digital market channel effectiveness and the
action plan implemented by the company is also a part of the report. Further, the report discusses
about the converting leads of the Hyatt Hotels and their focus on engaging customers through
digital means.

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Table of Contents
Introduction:....................................................................................................................................5
1. Summary of Integrated Digital Strategy......................................................................................5
a. Background Information of Tourism or Hospitality Company...............................................5
b. Analyze the company Marketing Objectives...........................................................................6
2. Analyse the Company Opportunity from Digital Marketing.......................................................6
a. Situation Analysis – Where Are We Now...............................................................................6
b. Google Analytics customization..............................................................................................7
c. Target Audience Personas........................................................................................................7
d. Digital channel specific SWOT analysis.................................................................................8
3. Strategy to Achieve Objectives...................................................................................................9
a. Smart Objectives and track KPIs using a digital marketing performance...............................9
b. Digital Channel Growth Opportunity Analysis.....................................................................10
c. Core Digital Governance or Management plan.....................................................................10
d. Digital Marketing Strategy – How do we get there?.............................................................10
e. Customer Segmentation and Targeting..................................................................................11
f. Online Value Proposition and Experience.............................................................................11
4. Digital Media Channel Effectiveness Review...........................................................................12
a. Search Marketing...................................................................................................................12
b. Owned and Earned Media.....................................................................................................12

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c. Paid media..............................................................................................................................12
d. Online Customer Acquisition, Campaign plans and budgets................................................12
5. Actions Plans.............................................................................................................................13
a. Customer Journey Analysis...................................................................................................13
b. Website visitor and customer lead capture and profiling......................................................13
c. Optimize content....................................................................................................................14
d. Optimize Landing or Entry Pages..........................................................................................14
e. Content - Campaign planning................................................................................................14
6. Converting Leads.......................................................................................................................14
a. Lead Nurturing.......................................................................................................................14
b. Web Personalization..............................................................................................................15
c. Multichannel selling...............................................................................................................15
d. Conversion Rate Optimization (CRO)...................................................................................15
7. Engage Customers.....................................................................................................................15
a. Customer Digital Experience.................................................................................................15
b. Customer Service and Success..............................................................................................16
c. Customer Email marketing....................................................................................................16
d. Social media...........................................................................................................................16
Conclusion:....................................................................................................................................17
References:....................................................................................................................................17

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Introduction:
The report gives an overview of the integrated digital Strategy of Hyatt Hotel through
background information and the marketing objectives. The report also analyses the company’s
opportunity from digital marketing through a situation analysis, Google analytics customization,
target audience and SWOT analysis. The report also gives a description of the strategies adopted
by Hyatt Hotel in achieving those objectives. There is also a review on digital market channel
effectiveness and the action plan implemented by the company. The report also discusses about
the converting leads followed by Hyatt Hotels and their focus on engaging customers through
various digital means.
1. Summary of Integrated Digital Strategy
a. Background Information of Tourism or Hospitality Company
Jay Pritzker purchased Hyatt House Motel located near Los Angeles International Airport
in 1957 and renamed it Hyatt. Over the decade, Jay Pritzker and his brother, Donald Pritzker
worked in unison with other members of the family to grow the company into a hotel ownership
and North American management company. The Hyatt international formed in the year 1968 as a
separate public company. However, Hyatt International Corporation and Hyatt Corporation taken
over by the Pritzker family as separate business entities in the year 1979 and 1982 respectively.
However, the Hyatt International Corporation and Hyatt Corporation consolidated under a single
entity in December 31, 2004 and known as Hyatt Hotel Corporation. The Hyatt Hotels
Corporation operates in several chains (Cannon & Summers, 2014). The Hyatt Regency brand

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has been the oldest brand in the company with the introduction of Park Hyatt and Grand Hyatt in
the year 1980. Some Hyatt brands are resort properties and facilitated with recreational and spa
facilities. Hyatt Corporation also has a brand known as Hyatt Place specifically meant for
business travelers. The company has five portfolio hotels in Australia known as Park Hyatt
Sydney, Park Hyatt Melbourne, Grand Hyatt Melbourne, Park Hyatt Canberra, and Hyatt
Regency Perth.
b. Analyze the company Marketing Objectives
The marketing objectives of Hyatt is designed for securing and building a brand value
and awareness while maintaining the specific needs for business necessary for its operations. The
company believes in differentiating and building a brand position of itself and its sub brands in
order to not only increase the company’s demand and brand preference but also enhance the
other business related imperatives (Green & Lomanno, 2012). The company along with each of
its brands focuses and targets on a specific customer segment and thereby supports the need of
the hotels through application and analysis of analytics and data. Thus, the company adopts a
marketing objective which is SMART, an acronym essential for analyzing the marketing
objectives of a company and is elaborated as follows:
Specific: The Company makes sure that the goals are defined in a clear manner
Measurable: The Company adopts goals that are measurable and can be defined with the
help of required metrics
Achievable: Hyatt Hotel focuses on objectives that are attainable
Relevant: The Company also set goals keeping in mind the overall goals of the business