Unit 24 - Hospitality Digital Marketing

Hospitality Digital
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
Develop the digital marketing report on Marriott hotel and require to provide an
environmental analysis in detail manner ....................................................................................3
TASK 2 ...........................................................................................................................................5
Key digital tools, platforms and channels used by various organisations and comparing its
digital presence............................................................................................................................6
TASK 3............................................................................................................................................8
Develop a plan for digital marketing activities to support Marriott Hotel..................................8
TASK 4..........................................................................................................................................11
Methods to evaluate, monitor and measure digital marketing effectiveness............................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Hospitality digital marketing refers to developing and maintaining the presence and
existence of hotel by using online channels and its defined channels which are system based and
helps in creating and developing the value of product from the customer to producer. Digital
marketing is firstly introduced in 1990s to 2000s and make modifications in its marketing
methods of developing business and also make use of suitable technology in business
environment (Adeyinka-Ojo and Abdullah, 2019). Digital marketing is useful in enhancing the
various segments of organisations in order to reach to new customers and acquire more and more
market segment. This marketing method supports the digital technologies in order to advertise its
goods and services and it is mostly done with the help of internet. This report describes the
understanding of opportunities and challenges which impacts the digital conditions and also
analyse the basic digital tools which is used by hotel companies. Additionally, it identifies the
digital marketing activities and also develop various channels for hotel. At last, it also evaluates
the various methods of monitoring and measuring the digital activities in an effective manner in
terms of Marriott which is a multinational diversified hotel company which manages the broad
functions of hotels and other related facilities.
TASK 1
Develop the digital marketing report on Marriott hotel and require to provide an environmental
analysis in detail manner
Digital marketing assist in promoting the product and its services to the larger people and
it also provide ease to support the business to earn more profit in a shorter time span. Digital
marketing enhances the area of companies or marketers to reach new customers and grasp more
and more market segment (Dewnarain and et., al., 2019). Pestle analyses is the strategic tool
which stands for political, economical and technological factors. Marriott hotel must use such
kind of factor which help to understand the market effectively. Further it also involves the effect
these factors on Marriott hotel revenues and its long term growth prospects. Here is the detail
explanation of pestle which is explained down below:
Political factor: This factor is consist of different laws such as trade policies,
international trade law, digitization and different norms and policies. This also impact how the
government of respective nation sees the digital presence of the company. As different nation

have there own set of laws and regulation for so company like Marriott hotel to identify all the
norms as well as regulation for the smooth functioning of the hotel. For country like UK the
political environment is stable and the government support the organization to expand the
business effectively. Hence this provide opportunity to Marriott hotel to expand the business and
provide high services to consumer (Dinis, Breda and Barreiro, 2020). For example in different
countries like Vietnam and North Korea the internet is banned and on the other hand UK
legislation body promotes digitization as to provide convenience to visitors. Further the political
climate of nation is supportive and provide different platforms to company to explore and expand
business effectively. The major challenges of this factor is to tackle the changing rules and
legislation of nation and keep update about the new policies. There is vast opportunities present
such as government support through which firm can expand.
Economical factor: National and international environment situations and the events
impact the situations which are the major factor which impact the Marriott hotel and the
business. This include inflation, interest rate and the gross domestic product. If the country has
the has low business which indicates that people have less incomes respective to develop nations.
In the case of UK the digital marketing have the significant role in improving the scale of
business as this aid to provide better services with the assistance of digital technology. The
government is spending more the cloud computing and virtual marketing as to facilitates uses
with the new experience. Hence the vast expansion in the digital marketing and technology have
increase the economy of the country and have support in enriching the life of people effectively.
The main difficulty of this particular factor is Brexit as this impact the sales and growth
opportunities to an extent. On the other hand there is opportunities for the company to bring new
customer to developed nation for earning more profit.
Social factor: These are the factor which consist of individuals needs and preference.
There are different factor which effect the requirements of person as because of there
backgrounds and environment of particular nation. In UK the population is more towards
digitization and they usually work upon different platform such as Facebook, Twitter, LinkedIn,
YouTube and etc. Most of the people use technology to day to da activities as this provide
opportunities for Marriott hotel to implement digitization for there customer (Filimonau and
Naumova, 2019). This method aid organisation to provide better services and also provide
convenience for user to book hotels and also can conduct payment with the help of digitization.