Unit 31 – HOSPITALITY DIGITAL MARKETING

Hospitality Digital
Marketing
Feedback.
Good effort but needs some attention as
indicated.

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Evaluation of challenges, opportunities and impact of digital marketing on the hospitality
industry........................................................................................................................................3
P2 Analysis of key hospitality trends..........................................................................................4
TASK 2............................................................................................................................................5
P3 Digital tools used in hospitality industry...............................................................................5
P4 Evaluation of growth of E-commerce in hospitality industry................................................7
TASK 3............................................................................................................................................7
P5 Digital marketing strategies for Radisson Blu Hotel.............................................................7
P6 Evaluation of Omni marketing channels in achieving the objectives....................................8
TASK 4............................................................................................................................................8
P7 Evaluation of performance management techniques and metrics for a digital marketing
Strategy.......................................................................................................................................8
P8 Actions to improve digital marketing strategy.......................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11
Books and Journals ..................................................................................................................11

INTRODUCTION
Digital marketing is an effective tool which involves the utilisation of the digital
platforms to build connections with the potential customers. Hotels apply digital marketing as a
way of reaching their customers which will enhance the awareness of their brand. Radisson Blu
Hotel is an international chain of hotels operated by Radisson Hotels. This brand has its roots in
1960 but Radisson Blu came into existence in 2009 (De Pelsmacker, P., Van Tilburg, S. and
Holthof, C., 2018). This report focuses on the application of digital marketing tools in the
hospitality sector. Also, this report will provide a brief understanding of the trends of the
hospitality industry which ensures its success. Lastly, this report will explain the importance of
digital marketing channels in comparison to traditional channels.
MAIN BODY
TASK 1
P1 Evaluation of challenges, opportunities and impact of digital marketing on the hospitality
industry.
Digital marketing landscape can be defined as a platform where customers engage with
effective content and buying services and goods. This landscape creates awareness of the
products and the organisations that are offering that products and services. In context with the
hospitality industry, there are some of the opportunities which enhance the overall performance
of their operations. These opportunities are explained below:
 Social media marketing is an effective opportunity for the hotels as they can inform their
guests about their offers in the current scenario (Amaral, 2019). This will help them in
enhancing their customers which will elevate their productivity and profitability.
Furthermore, the hotels will be able to regenerate the services according to the customer
preferences.
 The digital marketing will help the hotels to access their customers and competitors
which will enhance their growth prospects in near future. This will help them in attaining
their marketing goals by connecting with the customers digitally. Also, there might be
chances that the customers will get impresses from the services of the hotels and they will
rate them the highest on the digital media which will enhance their followers.

 The digital marketing will help the hotels in expanding their websites and also designs
innovative email marketing campaigns that will attract large customers (Hudson, S. and
Hudson, L., 2017). Also, these marketing campaigns will enhance the business
opportunities and provide them product development ideas in order to enhance their
business worldwide.
Moreover, despite of the opportunities the digital marketing has the following impact on
the hospitality industry which creates challenges in their success path:
 The common mistake that the organisation does is not defining their target audience.
There is no product that appeals to every consumer. The company must focus on the
factors of the consumer behaviour which will help them in targeting the audience
effectively (Porcu, and. et. al., 2019). The target audience must be defined clearly as it
will be easier for them develop strategies which will help them in attaining the goals of
the company.
 The allocation of budget is also a major challenge for Radisson Blu Hotel as the budget
provided by finance department is not utilised correctly by the hotel and this will increase
the wastage of their resources. Budget helps them in allocating the resources and funds in
an appropriate manner which will enhance the growth level of the hotel.
 Furthermore, the hotel faces the challenge of managing the website and generating leads
for the website. Radisson Blu Hotel focuses on making their website on the top in the
search engine optimisation. For managing the website, the hotel must recruit effective
workforce which will work towards the enhancement of the followers and positive image
of the company (Liberato, Liberato, and Rocha, 2018).
Basis Digital marketing Offline marketing
Cost This platform is economical
and affordable in terms of the
expenses for the hotel.
Offline marketing requires
spending of lots of money by
the hotels (Watson, Weaven
and Palmatier, 2018).
Exposure Online marketing has no
barriers of the boundaries to
reach their customers.
Offline marketing does not
guarantee maximum exposure
and has its own limit.