Unit 24 – HOSPITALITY DIGITAL MARKETING

Hospitality Digital (Hudso and
Hudson, 2017)marketing

Table of Contents
Introduction: ....................................................................................................................................1
Lo 1:.................................................................................................................................................1
P1: present the overview of the digital marketing landscape and compare online and offline
marketing concepts.................................................................................................................1
P2: analyse the key hospitality consumer trends and insights that are fuelling the growth of the
digital marketing.....................................................................................................................2
M1: evaluate the opportunists and challenges facing the digital marketing landscape within
the hospitality sector:..............................................................................................................3
LO 2:................................................................................................................................................3
p3: Asses the key digital tools used by the various hospitality organisation.........................3
P4: examine the development of the E-commerce and digital marketing platforms and
channels in the comparison to the physical channels...........................................................5
M2: critically analyse the use of the appropriate digital tolls both hardware and software used
by the various hospitality organisation to meet the their marketing requirement ................6
Lo3: .................................................................................................................................................6
p5:” develop the digital marketing plan and strategy to build the multichannel capabilities for
the hospitality organisation.....................................................................................................6
P6: explain how the omni channel marketing is used to meet the business objectivity for the
organisation............................................................................................................................8
M3: apply the tools and technique to plan an end to end omni channel marketing campaign for
the organisation......................................................................................................................9
Lo 4:...............................................................................................................................................9
p7 : determine and evaluate the measurement technique and performance metrics for the
digital marketing plan.............................................................................................................9
P8 Illustrate a set of actions that are needed for improvisation of performance within digital
marketing..............................................................................................................................10
M4: critically evaluate application of the key digital measurement techniques and
performance metrics used in the digital marketing .\...........................................................11
Conclusion :...................................................................................................................................11

references : ....................................................................................................................................11

Introduction:
The digital marketing refers to the making better use of the internet and online modes to reach
out the final customer and increase their business operation at the international market places. In
the other words, it is considered as the platform to have more number of the customer in the
targeted market places by the means of the effective online advertisement and E- commerce and
have the profitable consumer in the mares places. Under this report, the Marriott hotel , which
is international hotel offering the premium services to its customer under the hospitality industry
at the large extends. Further their will be discussion on the opportunities and issue due to the
digital process and what are the effective tools used by the company.
Lo 1:
P1: present the overview of the digital marketing landscape and compare online and offline
marketing concepts.
The work environment of the hospitality sector keeps on changing so the organisation need to
adopt the new modes to reach out the customer and make them aware of the service and goods
which are offered by the organisation so that customer attracted towards the organisation
service. The digital marketing helps the organisation to improve their performance in the market
places and provide the effective service to its clients.
With the relation to the Marriott hotel, the manager make the effective marketing strategy in
the form of the 3 C's which helps the organisation to collaborate with the deals to have more
customer by identifying their needs and wants in the market places.
Online marketing : now-day the organisation uses the online modes to sale their services as it
is cheap as compared to the offline process. Some of the effective online marketing which are
used in the Marriott management levels creates the more opportunities for the organisation
growth in market.(Hudso and Hudson, 2017)
Websites: with the help of the websites , the organisation are able to place their goods and
service which helps in achieving the organisation objectives in the set time period.
Blogging : it is refers to the online diary where the people describable their interested topics
and about the events which will be taking place in the long run.
1

Social media: the Marriott organisation are join with the another organisation or channels such
as snap chart, Facebook and with the YouTube which helps in showing the organisation new
and luxury services offered.
Offline marketing: it is traditional marketing process to reach to its customer and ale their
goods at the market places. Some of the offline mode are as follows and their challenges
television : here the organisation advertised their service by the means of the television which
so make customer aware about the services. The issues the organisation faces is that it is costly
and time consuming modes.
Radio : it is also the mode which was used the organisation to promote its goods and services in
the market places . The issues the manager have is that it is difficult to describe the feature of the
goods and service .
Online marketing Offline marketing
It can be measurable .
It is more convenient and reach at the global
market place.
Here the competition is tough.
It helps in building the trust in the mind of the
customer .
It create the long impression in the market
places.
The effectiveness is difficult to measured .
P2: analyse the key hospitality consumer trends and insights that are fuelling the growth of the
digital marketing.
The digital marketing in the hospitality sector have grow to large extant as the consumer are
becoming more us of the advance technology which leads to asses the online market in proper
manners. The digital market have created lot of opportunity for the organisation to capture the
target market places. Some of the trends and factors that will fuel the expansion of the digital in
the Marriott organisation.
Changing technology : as the consumer are using the technology which helps the organisation
to go with the online services so that they can have more client for their services and earn the
desire profits.
2

Changing consumer : everyone nowadays, using the smartphone which helps the digital
marketers to make the place their service in the mind of the audience .
Changing trends: the business are going online where the various transaction can take place in
the market place among the customer and organisation and take the long term benefits in the
market place.
Changing the communication channels: this channels uses the medium of the email, logs ,
advertisement and various another social media to have flexible promotional and carry out the
business activates.
The customer trends have a importance at the market place as the organisation have to provide
the services according to the needs of the consumer at the targeted market .
With the effect of the globalisation, the power of the customer is increased as they can examine
the various kinds of goods and service and have comparison with the another brand so that they
can chose the most profitable methods. The digital marketing are useful for the organisation as
they help in expanding their business at the various international work location. Need and
desire of the consumer are helps in growing the market of the online where the organisation and
consumer are interacted and finish the work in the limited time.Minazzi,, 2015.)
M1: evaluate the opportunists and challenges facing the digital marketing landscape within the
hospitality sector:
In relation to the Marriott organisation,the manager has lot of opportunities to expand their
business with the help of the digital marketing at the international market place and at the
national and local regions. The organisation collaborate with the another digital marketer so that
effective results can be seen in the market places. The challenge is that some customer are still
using the old method of booking which delay the outcomes of the organisation as well as of the
consumer. Another issue is that the old people are not able to make effective use of the
technology or the online mode.
LO 2:
p3: Asses the key digital tools used by the various hospitality organisation.
With the references of the Marriott organisation, the they have productivity cooperate with the
another organisation such as deals with the Jackson harries and YouTube and various kinds of
3

the social application which are are used as the tools and technique for having the digital
marketing in the management level of the organisation.
From the mode of the Alexa to Facebook , the digital marketing have provided the ways to reach
out the targeted customer in the market place and attach more customer at different location
across the global market places.
The digital tools are used to redefined the 7 p's in the market place by the organisation,.
Product : in the relation to the Marriott company, the manager and leader place their services and
goods on the online websites so that customer can see the different kinds of product offered by
the organisation and select the effective services.
Price: the organisation places their prices for various kinds of the goods and services at the
online services so that consumer can compare prices. The Marriott manager put the price of its
goods at the online mode so that product with cost are showed.
Place: Now, the organisation can display their goods and service on the website and online
modes so that consumer don't need to visit the organisation. The organisation are available at the
different social media where the company can execute the work.
Promotion: digital platform , helps the organisation to promote and advertised their service in the
lesser time so that customer can be made aware . Going online is the most important process o
place their goods in front of the customer so that they can purchase such goods in the effective
manners.
Physical: digital marketing are available in the application so that it can be used or assessed by
the everyone in the organisation and consumer can used them in the smartphone .
people: online modes helps in connecting to the people in the most effective ,where the change
of information is done in the most profitable manners. The customer to the large extend uses the
various smart application to place their orders and fulfil their needs
process: the manager of the organisation have taken their business in online modes which helps
in performing the task and activate in the most profitable manners. It is easy and effective
process where the organisation can sale their goods and services and consumer can used them .
4

P4: examine the development of the E-commerce and digital marketing platforms and channels
in the comparison to the physical channels.
Over the period of time, the Marriott organisation have evolved their marketing channels and
started using the new E commerce and digital platforms to perform their work in the systematic
manners. Some of the digital tools that leads to growth of the online and E commerce :
Google keyword planners: this helps the organisation to searched the current market demand
in the hospitality sector so that proper service are provided to them.
Ahref: it is know as the popular and effective marketing tools to examine the backlinks, and
strength in the domain
snap-chat : the organisation gets the productivity audience by the means by snap chat as large
amount of young people are associated with such application which helps in making the
effective video about the organisation properties
storytellers: here the visitor of the organization are able to story which shows the service and
product which are offered by the organisation.
Millennials : it allow to make the last time booking by the consumer which leads to more profits
for the organisation( Gursoy, 2017)
Customer life cycle of digital adoption:
there are some steps which helps the customer to accept the new and advance innovation in the
market places.
Innovators(2.5%): they are the person who adopt first to the innovation and are willing to take
the risk and have the good social class and have the close relation with the scientific sources and
various other innovators.
Early adopters(13.5%): these people are high on the opinion leadership as compared to another
adopters. These individual are of the young age, belong to the educated background and are more
forwards in the market.
Early Majority (34%): here the person take more time to adopt the innovation as they are slow
in adoption process and affects the another people opinion.
Late majority ( 34%): the people in the market adopt to innovation after the average member of
the society have used in proper manners.
laggards(16%):under this stage, the people are last to adopt the innovation and leads to focus
on using the tradition methods.
5

The consumer life cycle defines the process and the time which are needed to adopt the new
innovation by the consumer in their personal as well as professional life. It take time to apply
and use the new methods as some consumer are not able to take the risk at the starting point of
the innovation . The consumer evaluate the new service in various ways so that they can
understand the service in the better ways and achieve the outcomes in the proper manners.
M2: critically analyse the use of the appropriate digital tolls both hardware and software used by
the various hospitality organisation to meet the their marketing requirement .
The critically analyse of the using the various kinds of the digital tools have affected
organisation in the positive and negative ways. The affirmative impMorrison, A.M.,
2018.act is that organisation are able to manage various activities and execute the task in the
most profitable manners. It also helps the Marriott organisation promote their services by the
mode of the online which leads to expansion of the business at the international market place.
The negative side is that some of technology are not effectively applied in the organisation
which harm the performance of the organisation.
Lo3:
p5:” develop the digital marketing plan and strategy to build the multichannel capabilities for
the hospitality organisation.
The digital plan needs to be formed by the organisation to survive and take the competitive
advantage in the market place. The leader of the Marriott organisation, make the strategies
which includes the various kinds of the marketing plan so that organisation are can make the
proper channels to have more customer by providing the online services to any place.
The Marriott organisation make the plan to have effective multichannel capabilities for the its
luxury business division and active holiday seekers:
digital marketing plan : it refers to the written document which helps the organisation to
complete the task in the set time frame and in the most profitable and efficient manners.
Mission and Vision: the Marriott vision to capture the hospitality sector by building the brand
name in the international market place.
Objectives: the aim purpose of the organisation to serve its customer with the best service by
using the online methods and profits in the long run.
6

Base Luxury business division Active holiday seekers:
Create the buyer personas:
objective :
identifying the channel:
Here the organisation focus on
its premium customer who are
looking for the luxury. The
organisation collect the
Gursoy, D. ed.,
2017information such as
income , interest and goals of
the customer .
The motive of this plan to
provide the luxury business for
the organisation by knowing
the demand of the clients.
The online and offline
channels are effective in
luxury services .
The customer who are traveller
and travel from time to
another places are considered
while making the plan.
Here the objective is to
provide the service to the
active traveller seeker
the online mode is more used
by the holiday seeker.
Segmentation: the Marriott organisation operates at the international market so its needs to
divide the targeted market according to the disposal income , age , their geographic location so
that proper segment can be made. This divide the organisation function into small division so
that work can be taken by step and step process.
Promotion and advertisement : the organisation focus on making proper advertisement about
the service which are offering in the market and also promote the new goods and service which
are going to launch in the coming two years for holiday seeker and luxury section.
This plan will helps the manager of the organisation to make the future plan and strategies so that
all the function in the management level are performance in the systematic manners.
7

P6: explain how the omni channel marketing is used to meet the business objectivity for the
organisation.
The omni channel is considered as the idea that uses the create one channel and it include the
traditional as well as the digital channels where the more business can be carried out in the
market, it also include the point of sale, and various kinds of the online experience .
It is used as the marketing which uses the digital channels to provide the effective information to
the customer about the organisation product and services ,regardless of whether the customer is
engaged with the brand or not. Some of the effective methods are stated as below:
 customer will receive the email or the message about the promotion while shopping in
the stores.
 The client gets the cart abandonment service on the various social medium.
The omni channel marketing helps the organisation to achieve the organisation objectives in the
time period.
Convenience: it is profitable ways to have strong customer experience and it is easy to use and
apply at the organisation.
Consistency : it is consequential to have the experience on the base of the unified brand
presence .
Relevance : the consumer have effective interaction with the people and examine the present
conditions.
empowerment: the brand awareness among the customer are used make good purchasing
new decision and creating the loyal customer for the organisation.
Agility : the organisation need to use the tools which are helpful in examining market condition
in the market places
in the context of the Marriott organisation , the manager make use of effective digital channel to
perform their task and the activates so that organisation objectives can be accomplished within
the time limit. This helps the organisation to offer the different kinds of services in the market
place and increase their market share across the international places.
8

M3: apply the tools and technique to plan an end to end omni channel marketing campaign for
the organisation.
To apply the omni marketing channels the organisation needs to put the customer at the highest
core so that customer are having the effective experience at the market place and all the
customer are involved and organisation tries to reach out to all clients . This channel have the
various means to include large number of customer and focus on using the various kinds of the
methods to re-tented the loyal consumer for the longer period of time . To have good omni-
channel following strategies are used(Morrison, , 2018.)
Plan the experience of the customer: here the organisation focus on understanding the
channels and their behaviour in the channels.
Use data as a base while strategies: the organisation uses the CRM data to make the strategies
which helps to study the reaction of the customer.
Segment the user and personalize the journey : after examining the behaviour of the
customer , the organisation make the various segment and provide them personalized journey.
Get the context right: the manager of the organisation focus on having the proper flow of
information among the organisation so that right kind of goods and service are offered to the
customer at right time.
Chosen the right marketing automation tools: the proper tools and technique helps the
organisation to make the effective plan which will helps in achieving the organisation gaols .
With the proper omni-channel the company can have the profitable consumer which helps in
achieving the desire profits in the market place and achieve the vision of the organisation in next
five to six years.
Lo 4:
p7 : determine and evaluate the measurement technique and performance metrics for the digital
marketing plan.
Marriott have partnered with Snapchat for mimic the properties which acts as a digital marketing
of their luxury business divisions and also aims at captivating holiday seekers. The measurement
techniques with reference to digital marketing plan are illustrated below:
Traffic Metrics:
9

1. Site Visits: The number of visits must be tracked as well as monitored to have idea
related with effectiveness of campaign (Chaffey, 2019). This number is supposed to grow
for Marriott and in case if do not happens then firm need to modify their plan.2. Traffic via Channels or Sources: This is crucial to segment sources of traffic to identify
which are underperforming and the ones those are over performing. This comprises of
direct visitors, referrals, search or organic and social media. According to this, firm can
make extra efforts with respect to those that are over performing so that amplified results
can be attained.
Conversion Metrics: Micro Conversion Rates: The marketers of Marriott track overall conversions which
acts as a good idea for tracking conversions at micro or campaign levels for making sure
that overall strategies are working as per desired marketing strategies.
 Funnel Rates: This will provide Marriott with acknowledgement of percent of
customers that are involved within conversion process along with behaviour or channels
prediction. This will provide organisation with information associated with return on
investment in which firm can direct their resources (Vieira and et. al, 2019).
P8 Illustrate a set of actions that are needed for improvisation of performance within digital
marketing.
Digital marketing has became critical aspect for each organisation through which they
can grab attention of their potential customers. It is necessary that firm like Marriott makes use
of precise set of actions to ensure that they are able to enhance overall image of the firm within
the market (Fahad and Tran, 2019). The certain actions that can be taken up by Marriott are
specified beneath:
 Technical aspects must be assessed: It is necessary for firm to identify the technological
stacks that are required for accomplishment of goals. The core platforms that can be
utilised by organisation are CRM (Microsoft Dynamics, Salesforce), CMS (Drupal,
WordPress), content management platform (like Kapost) and many other platforms must
be analysed. If firm have these platforms then it will be easy for Marriott to align their
operations with overall objectives. Optimised SEO: The emphasis must be laid on keywords like structure of URL, Google-
friendly HTML formatting correlates with product. This can be improvised by measuring
10

traffic, A/B testing and heatmap analytics. The results attained from this will assist
organisation within making alterations within their strategies for improvisation of overall
result that is being attained.
 Monitor Social Channels: This has became critical aspect for the organisation and this
can be understood by the fact that near about 71% of business to business marketers
make use of these (social media) for having precise results (4 Easy Ways to Improve
Your Digital Marketing, 2020). For enhancement of this aspect firm needs to identify
number of of reposts or shares made by leads and influencers along with impressions or
engagement that are being attained. For this, Marriott can opt for making use of Google
Analytics and SEM Rush for auditing of tools.
M4: critically evaluate application of the key digital measurement techniques and performance
metrics used in the digital marketing .\
The critically understanding of the digital measurement in the management level of the
organisation helps them to examine the performance of the organisation as per the plan and
compare it with the blueprint prepared by the organisation. The performance metrics are also
used to see any kind of improvement in the organisation after using the digital marketing
process in the market places. These measurement helps in understanding importance of the
online marketing where organisation can expand their business across the nation and at the
international market places.
Conclusion :
According to the above discussion, it can concluded that digital marketing provide the new way
to perform the given task in the most effective manners as the organisation can promote their
goods and service in the less time and cost , also helps in having the more consumer in the
present as well as in the future time. The leader of the organisation use tool and channels to have
huge market at the various location so that predetermine standards can be achieved in the market
place.
11

Morrison, A.M., 2018.Morrison, A.M., 2018.references :
Kotler, P., Bowen, J.T., Makens, J. and Baloglu, S., 2017. Marketing for
hospitality and tourism.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing
strategies, online reviews and hotel performance. IntMorrison, A.M.,
2018.ernational Journal of Hospitality Management, 72, pp.47-55.
Hudson, S. and Hudson, L., 2017. Marketing for tourism, hospitality & events:
a global & digital approach. Sage.
Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016. Hospitality
marketing. Taylor & Francis.
Demirçiftçi, T. and Kızılırmak, I., 2016. Strategic branding in hospitality: Case
of Accor Hotels. Journal of Tourismology, 2(1), pp.50-64.
Demirçiftçi, T. and Kızılırmak, I., 2016. Strategic branding in hospitality: Case
of Accor Hotels. Journal of Tourismology, 2(1), pp.50-64.
Leite, R.A. and Azevedo, A., 2017. The Role of Digital Marketing: A
perspective from Porto Hotels’ Managers. International Journal of Marketing,
Communication and New Media, (2).
Morrison, A.M., 2018. Marketing and managing tourism destinations.
Routledge.
Herrero, A., San Martín, H. and Collado, J., 2018. Market orientation and SNS
adoption for marketing purposes in hospitality microenterprises. Journal of
Hospitality and Tourism Management, 34, pp.30-40.
12

Buhalis, D. and Sinarta, Y., 2019. Real-time co-creation and nowness service:
lessons from tourism and hospitality. Journal of Travel & Tourism
Marketing, 36(5), pp.563-582.
Dadwal, S.S. and Hassan, A., 2016. The augmented reality marketing: A
merger of marketing and technology in tourism. In Mobile Computing and
Wireless Networks: Concepts, Methodologies, Tools, and Applications (pp. 63-
80). IGI Global.
Nayyar, A., Mahapatra, B., Le, D. and Suseendran, G., 2018. Virtual Reality
(VR) & Augmented Reality (AR) technologies for tourism and hospitality
industry. International Journal of Engineering & Technology, 7(2.21), pp.156-
160.
Minazzi, R., 2015. Social media marketing in tourism and hospitality.
Gursoy, D. ed., 2017. Routledge handbook of hoMorrison, A.M., 2018.spitality
marketing. Routledge.
Semeradova, T. and Vávrová, J.N., 2016. Using a systemic approach to
assess Internet marketing communication within hospitality
industry. Tourism Management Perspectives, 20, pp.276-289.
Roblek, V., Stok, Z.M. and Mesko, M., 2016. Complexity of a sharing economy
for tourism and hospitality. In Faculty of Tourism and Hospitality
Management in Opatija. Biennial International Congress. Tourism &
Hospitality Industry (p. 374). University of Rijeka, Faculty of Tourism &
Hospitality Management.
HRISTOFOROVA, I.V., SILCHEVA, L.V., ARKHIPOVA, T.N., DEMENKOVA, A.B.
and NIKOLSKAYA, E.Y., 2019. Improvement of Digital Technologies in
Marketing Communications of Tourism and Hospitality Enterprises. Journal of
Environmental Management and Tourism, 10(4), pp.829-834.
Ivanov, S. and Webster, C. eds., 2019. Robots, artificial intelligence and
service automation in travel, tourism and hospitality. Emerald Publishing
Limited.
Kannan, P.K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), pp.22-45.
13

Leung, X.Y., Xue, L. and Bai, B., 2015. Internet marketing research in
hospitality and tourism: a review and journal preferences. International
Journal of Contemporary Hospitality Management.
Bilgihan, A. and Nejad, M., 2015. Innovation in hospitality and tourism
industries. Journal of hospitality and Tourism Technology.
(Hudso and Hudson, 2017) Kızılırmak, I., 2016Leite, R.A. and Azevedo, A.,
2017.Minazzi, R., 2015Gursoy, D. ed., 2017.emeradova, T. and Vávrová, J.N.,
2016Kannan, P.K., 2017Bilgihan, A. and Nejad, M., 2015.
(Hudso and Hudson, 2017)
14