Digital Marketing Strategies in Hotel Industry

The provided document is a compilation of research papers and articles related to digital marketing in the hotel industry. It includes studies on the impact of online ratings and reviews, social media usage, and digital marketing strategies for improving business performance. The assignment is likely designed for students in a hospitality or marketing program, requiring them to analyze and summarize the provided research papers.

Proposal Report on Role of Digital
marketing in hospitality industry

Table of Contents
INTRODUCTION...........................................................................................................................3
Background:................................................................................................................................3
Context: ......................................................................................................................................3
TITLE: .......................................................................................................................................3
Aim: ...........................................................................................................................................3
Objective: ...................................................................................................................................4
RESEARCH QUESTION ..........................................................................................................4
Rationale of conducting the report: ............................................................................................4
LITERATURE REVIEW ...............................................................................................................4
Research Methodology of digital marketing the hospitality industry..............................................6
Research philosophy- .................................................................................................................6
Research method – .....................................................................................................................6
Research approach- ....................................................................................................................7
Data collection – ........................................................................................................................7
Data sampling- ...........................................................................................................................7
REFERENCES...............................................................................................................................8

INTRODUCTION
Hospitality industry provides facilities of leisure, foods and relax. It includes restaurants,
hotels and beverages providing industries. This project report will provide the main idea behind
digital idea that will helpful in clearly analyzing the role of digitization in Hospitality industries.
The purpose of this proposal report is to conduct a study in order to achieve a digital marketing
base for promoting various different kind of hospitality industries. This report is based on Hilton
Hotel in order to increase the number of customers in hotel. This project will mainly provide a
proper strategy for promoting digitization in the field of marketing this report will help in
undertaking actions that lead to the development of digital marketing agency which tends to
attract increase the number of visitors in Hilton hotel.
Background:
Internet has revolutionized the communication which have helped individuals and organizations
in overcoming the time constraints which in turn allow consumer and hospitality companies to
connect around the world (Ayob, Wilson-Evered and McGrath, 2017). According to a survey,
influence of digital marketing plays a important role in improving the current profitability of the
Hilton Hotel
Context:
Digital marketing will enable the Hilton Hotel to advertise its products and it will also
help in developing strong relations with consumer and specially helpful in identifying targeted
features that help in improving the good as and services of Hospitality industry. This research
will also enable the company to observe consumer demands and implementation of new
technology in company will also help in identifying the latest trends of the society.
TITLE:
To analyze role of social media in building strong customer relation. A case study on
hospitality sector.
Aim:
This project is aimed at designing and developing a digital way to allow the company to
deal and communicate with the world using a social media platform that will improve the
customer relation and in turn it will also help in increasing the popularity and status of the Hilton
hotel in society.

Objective:
 The main objective of this report is to establish a powerful relationship with customers by
implementing the use of digital technology in organization.
 To use support of social media platform in taking the feedback of consumer that help in
improving the various field that help in imp[roving the services.
 To use concept of popularity and status for increasing the customer relations and support.
RESEARCH QUESTION
Question 1:
What is the role of digital technology in organization ?
Question 2:
How social media can help to take feedback from customers so that services can be
improved ?
Question 3:
How customer support and long term business relations can be improved.
Rationale of conducting the report:
This report is mainly conducted in order to make employees of the organisation aware
about the use of digital technology. Due to this modern and technology based world every thing
nowadays revolve around the internet (Qin, Peng and Nahar, 2018). Main motive for preparing
this proposal report is to influence the use of digital technology in order to support the
profitability and growth of the company. This research is mainly conducted to take online
reviews from customers and digital marketing will provide such tools and equipment from which
they can derive several benefits.
LITERATURE REVIEW
According to Karjaluoto, Mustonen and Ulkuniemi, 2015 the changing technological
scenario has significantly affected the development and operational processes of hospitality
organisations. The digital marketing strategies have given vast opportunities to customers in
terms of choosing the best quality of services. For Hilton hotel it is essential to promote its
services via digital tools. Along with providing cost benefits digital marketing also permits

organisation to interact with its consumers. Thus, this type of marketing has introduced new
levels of quality.
In the same context Leeflang and et.al., 2014 has stated that when all hospitality
organisations promotes their services on same platform then it becomes very easy for consumers
to make a wise decision in selection. For example customers can easily compare the cost,
services and reviews of Hilton with its other competitive organisations. As per the view of
Järvinen and Taiminen, 2016 earlier it was easy for the organisations to neglect the review of a
particular consumer but with advent and growth of digital marketing the negative as well as
positive feedbacks can spread quickly. Thus, it has become mandatory for organisation to review
its social presence through digital marketing.
According to Yadav, Joshi and Rahman, 2015 digital marketing has become integral part
of hospitality organisations. This can be supported by two theories namely economic and social
theory. As per economic theory, the digital marketing provides financial support to
organisations. Hilton can interact with its followers all over the world without much investment.
The digital marketing trends can also provide quick response and thus Hilton can evaluate its
performance and popularity by continuous monitoring (Saura, Palos-
Sanchez and Correia, 2018 ). Contrary to economic theory the digital marketing has provided
new definition to customer organisation relation. Hilton hotel can directly interact with its
customers from diversified culture.
The popularity of organisation among social groups also motivates the investors to
support the organisation. Stone and Woodcock, 2014 suggested that if Hilton and other
hospitality organisations will not use digital technology into their practices then it may become
impossible to operate at global level. They will limit to a definite geographical region only.
According to Stephen, 2016 competitive analysis is also a key factor which promotes the digital
marketing. The quick response, better understanding of consumer behaviour and wide approach
are some key benefits of digital marketing. Thus, all hospitality organisation are adopting this
approach (de Queiroz Falcão and et.al., 2018). Hence, Hilton can easily compare the
performance and brand value of its competitors by using digital platforms.
Apart from promotion digital marketing tools have made it possible for the customers to
access the services of Hilton quickly. For example customers can check for room availability,
branches of Hilton in different corners of world as well as attractive discount offers given by the

organisation. The conventional marketing methods make it difficult for the Hilton to address
such huge customer base with current financial limits (GavilanAvello and Martinez-Navarro,
2018). The organisation has not completely shifted from conventional to digital marketing
because conventional methods such as hoardings, banners and advertisements reminds people
about the presence of organisation when they are not using digital platforms. However, it is
analysed that digital marketing has become essential tool for survival in hospitality
organisations.
Research Methodology of digital marketing the hospitality industry
Research methodology is a process or systematic way to solve the issues and problem. It i
s basically analysed the specific procedure or technique to identify the particular process and also
analysing the information about the digital marketing in the hospitality industry. According to res
earch, it will be identified that there are two different types of methodologies such as qualitative
and quantitative (Ayob, Wilson-Evered and McGrath, 2017). Qualitative method is to classify th
e complete description of observation and also involves the circumstances and events. Quantitati
ve methodology is classified the features and create specific statistical model. This topic will be
used the different data that could be easily identified the actual calculations.
Research philosophy-
Research philosophy will use for gathering, collecting and analysing the data in proper m
anner. This strategy will be provide the various philosophies such as epistemology, ontology,
realism and
positivism regarding the digital method that applicable in the Hilton hotel. The predication could
be made on the basis of survey and observation. It will be observed that digital marketing plays i
mportant for increasing the business profit and production according to the statistical data and inf
ormation. The report will use epistemology philosophy to conduct the research.
Research method –
Research methodology used for collecting the data and information for the purpose of ma
king business decision(Leite and Azevedo, 2017). This includes interviews, survey, techniques a
nd publications etc. Hospitality industry used the quantitative method to analyse the entire data a
nd information of the organization. This process will help for classified the different department t

hat used the digital marketing concepts. The research report will analyse the publications and
journals for analysing information.
Research approach-
Research approach is the best plan and process that acquire the data collections and interp
retation analysis (Raguseo and Vitari, 2017). It will depend on the research nature and what prob
lem addressed. Research approaches can be classified into tow different ways:
Data analysis – This will help for digital marketing to gather all necessary information that requi
res for Hospitality industry. It will analyse the data according to the research in order to find dem
onstrate logics. Data can be analyse in two different ways such as qualitative and quantitative .
Quantitative approach will be useful for analysing the proper documentation to identify their nee
d and requirement of digital marketing in the hospitality industry. On the other hand
quantitative methodology is classified the features and create specific statistical model.
Research approach: In the report inductive research approach has been used to achieve aims and
objectives. In this approach observation and test results are used to define a pattern. On the basis
of pattern a conclusion is made.
Data collection –
This research will be collecting all the important data that are used for the business proce
ss in the hospitality industry. In this way, this methodology will be gathered and measured all the
information and established in systematic ways (Qin, Peng and Nahar, 2018).
Data sampling-
It is statistical analyse technique and approach which used for selected the particular data
and analyse or manipulating in proper manner (SauraPalos-Sanchez and Correia, 2018). Digital
marketing approach used for organization to identify the accurate statistical information that repr
esenting in a proper way. This process will modify the big data into the small because it helps for
managing the business operations and functions of hospitality industry.

REFERENCES
Books and Journals
Ayob, F., Wilson-Evered, E. and McGrath, M., 2017. An empirical study of the web presence m
odel to evaluate the web features of Small-and-Medium-Sized Hotels (SMHs) in the Mala
ysian hotel industry. CAUTHE 2017: Time For Big Ideas? Re-thinking The Field For To
morrow, p.205.
Järvinen, J. and Taiminen, H., 2016. Harnessing marketing automation for B2B content
marketing. Industrial Marketing Management, 54, pp.164-175.
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing,30(6), pp.703-
710.
Leeflang, P.S., Verhoef, P.C., and et.al., 2014. Challenges and solutions for marketing in a
digital era.European management journal, 32(1), pp.1-12.
Leite, R.A. and Azevedo, A., 2017. The Role of Digital Marketing: A perspective from Porto Ho
tels’ Managers. International Journal of Marketing, Communication and New Media, (2).
Qin, J., Peng, Y. and Nahar, D., 2018, April. The analysis of story-telling videos concerning user
engagement in social media: Case study of hotel marketing campaigns. In ISCONTOUR 2
018 Tourism Research Perspectives: Proceedings of the International Student Conference
in Tourism Research (p. 196). BoD–Books on Demand.
Raguseo, E. and Vitari, C., 2017. The effect of brand on the impact of e-WOM on hotels’ financi
al performance. International Journal of Electronic Commerce, 21(2), pp.249-269.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
Stone, M.D. and Woodcock, N.D., 2014. Interactive, direct and digital marketing: A future that
depends on better use of business intelligence. Journal of Research in Interactive
Marketing, 8(1), pp.4-17.
Yadav, M., Joshi, Y. and Rahman, Z., 2015. Mobile social media: The new hybrid element of
digital marketing communications. Procedia-social and behavioral Sciences,189, pp.335-
343.

Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2018. Digital Marketing Strategies Based on
the E-Business Model. Organizational Transformation and Managing Innovation in the F
ourth Industrial Revolution, p.86.
de Queiroz Falcão, R.P. and et.al., 2018. Improving business performance of budget hotels
through social media. REVISTA ACADÊMICA OBSERVATÓRIO DE INOVAÇÃO DO
TURISMO, 12(1), pp.45-65.
Gavilan, D., Avello, M. and Martinez-Navarro, G., 2018. The influence of online ratings and
reviews on hotel booking consideration. Tourism Management, 66, pp.53-61.