Digital Marketing Plan Project for Corinthia Palace Hotel

This project presents a comprehensive digital marketing plan for the Corinthia Palace Hotel, a luxury establishment in Malta. The plan begins with an introduction and an overview of the company, detailing its strategy, vision, mission, and core values. It then delves into the marketing strategy, including the marketing mix (product, price, place, promotion, people, process, and physical evidence). The core of the project focuses on the digital marketing strategy, outlining objectives, target audience personas, current marketing practices, and goals based on the 5 S's (sell, speak, serve, save, sizzle). The project also proposes specific digital marketing tactics, including SEO, social media strategies, and customer retention approaches. Finally, it discusses digital marketing operations, resource allocation, and a reflection on the overall plan. The project aims to enhance the hotel's online presence, increase sales, improve customer engagement, and achieve specific marketing objectives. This detailed plan provides valuable insights into the digital marketing landscape for luxury hotels, emphasizing the importance of understanding the target audience and adapting strategies to the evolving digital environment.

Digital marketing plan
Course project and
assessment

Contents
INTRODUCTION...........................................................................................................................3
OVERVIEW OF COMPANY.........................................................................................................3
Company Strategy.......................................................................................................................3
Marketing Strategy......................................................................................................................4
Digital Marketing Strategy..........................................................................................................6
Digital Marketing Tactics............................................................................................................9
Digital Marketing Operations....................................................................................................10
Resources and budgets...............................................................................................................10
Reflection.......................................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Digital marketing plan is considered as essential tool for business development. Developing
the digital marketing plan can be helpful to identify the business uniqueness getting up
competitive edge form competitors. Marketers have faced up various level of challenges in the
year 2020 impacting on business in economic manner (Leite, and Azevedo., 2017). Digital
marketing strategy will look out in dept analysis revealing the new opportunities to give out
business expansion focusing on specific audiences by identifying their needs, interest and pain
points. This will help out delivering more effective plans achieving marketing objectives.
The report will be on hotel Corinthia Palace hotel is the luxurious certainly located in
one of the less-touristy areas of Malta, in a quiet, upmarket, and largely residential
neighbourhood positioned right in the centre of the island. The report will pay major level of
emphasis on the formation of firm digital marketing strategy gaining up major competitive edge
creating global reach and personalisation for firm customer.
Part 1
Company Strategy
The Corinthia Palace Hotel and spa is the luxury property set in a grand 19th-century
villa with a polished, adult-oriented vibe. The location is unusual in that it's set in an upmarket,
largely residential neighbourhood in the dead centre of the island, away from most attractions
and beaches, though free shuttle service is provided. The resort is the family friendly with its
weathered sandstone facade, neoclassical columns, and balustrade balconies overlooking
manicured gardens with numerous trickling fountains, the Corinthia Palace immediately feels
distinguished. The atmosphere is considered to be very much elegant and quiet looking to major
space for lunging activities. The hotel rooms are more spacious and modern holding up larger
windows and balconies. the décor is providing up general touch.
Vision
Company believed to have long-term fostering multicultural forces and relationship with
employee and customer by providing maximum satisfaction.
The goal for company is very simple, favourite travel company for masses throughout
world choosing with work ethics and company culture making out it as possible achieving the
business success.
Mission
3

The firm is enhancing their mission with customer lives with creation and enabling unsurpassed
vacationed and leisure experience in better manner.
Firm is paying out major emphasis on the enhancements of customer lives providing out
premium services establishing itself as profitable company’s in longer term (Damnjanović,
Lončarić and Dlačić., 2020). Creating with enable surpassed vacations and leisure experiences.
Hotel Corinthia Palace is going extra mile providing customer better friendly experiences that
will create higher value for the customers. Right from the hotel room, the company is proving
their premium quality services.
Core values
The company have believed up in strength putting the customer first, pursuing up excellences,
acting in integrity and serving the world in better manner.
 Putting people first with creating company cultures securing the customer priority.
culture have been critical factors expecting employee to have well equipped mine and
skillset.
 Embracing up change is creating major change in modern hospitality business and
adopting it accordingly.
 Acting with integrity is one of most important factor helping firm to grow with
trustworthy brand name expecting employee to execute duties with utmost integrity.
 Serving the world, with completion of employee expectation committed towards the
society and planet along with company.
Marketing Strategy
Hotel Corinthia Palace is now believing to have social media strategy focusing on
marketing with respect to culture and customer of country. The marketing approach of hotel is
taking place such as advertising, marketing and branding etc. the marketing team of hotel have
to understand the different aspect such as economic, social, legal, political, technology and
demography. Hotel is using the latest technology at their workplace to develop the business as
international and global scales creating up portals of customer (Kayumovich., 2020). The
Corinthia Palace is building up there automate portals for marketing with help of different
marketing materials with proper customization in easy and cost-effective manner.
Marketing mix of the hotel
 Product
4

Company’s dealing is succeeding with luxurious service and authentic hospitality. Bars,
restaurants, spacious rooms with advanced amenities and modern facilities, uninterrupted
Wi-Fi connection, suitable transport choice and a wide range of food and beverage option are
vital part of Corinthia Palace. The resort is the family friendly paying up major emphasis on
np noisy programmes activities. The atmosphere is considered to be very much elegant and
quiet looking up major space for lunging activities. All activities have need to make
employee well trained and serve its customer with high efficiency and warmth.
 Price
Corinthia Palace believe in the comprehensive understanding the want of customer and
desire putting up the best forward with offering the excellent product and services in the
luxurious level of setting. the team will be high level of dedication with best option available
in meeting both customer and company. Hotel have adopted up with premium pricing policy
for its respective products catering up high profile business class and upper section of
society. Company is dealing with major vouchers, complimentary suites and lucrative deals
with of social media strategy.
 Place
Company have focus on the major level its presence in the Malta. In addition, the
company is dealing with its presence in various countries. The hotel is in a secluded, relaxing
area of Malta, but close to the nightlife district and area hot spots. A free shuttle ferries
guests around the area all day long. The hotel campus has the wide varsity of dining options
serving up modern Maltese cuisine and molecular cocktails (De Pelsmacker, Van Tilburg and
Holthof., 2018.). Finally, guest have craved privacy and business to accomplish the
advantage.
 Promotion
Corinthia Palace is implemented with Top notch marketing strategy top notch marketing
advantage build and maintain positive awareness and brand value customer conceivable
needs. It has reward programmes, discount and promotions to members severing with
eloquent taglines. Guest have the high best advertising medium with top services prompting
up the guest promotion through mouth publicity. On the other hand, company is looking to
implement the social media strategy to get out the view of pandemic.
 People
5

The hotel has to pay up major level of emphasis on the determining the experiences for
customer. Hotel have to look into their people with suppliers regarding obtaining of raw
material playing up important roles in maintaining and improving quality of final products
ever produced. employee should undergo the training sales forces with customer services and
purchasing people delivering value to customer.
 Process
The process has to look into integrated buying exposure from the prime segments with
contact and generally through network website.The company is looking to online booking of the
tickets and room accomplishment. This is continuously providing the business marketing
opportunities understanding customer through feedback collect in customer relationship
management along with helpline in social media pages.
Physical evidence
The hotel is situated at the is a huge waterside resort with plenty of space for lounging or
socializing, and none of the typical early-morning battle for prime lounge chair space (Nayyar,
Mahapatra and Suseendran., 2018). The resort is more friendly family looking for spacious
rooms with advanced amenities and modern facilities, uninterrupted Wi-Fi connection, suitable
transport choice and a wide range of food and beverage option are vital part. on the other hand,
company have need to develop online website allowing customer to view product and services
with high quality images taken from various angels.
Digital Marketing Strategy
Digital marketing objectives
 To increase the sales by 15% from the existing customer by march 2021.
 To improve traffic conversion rate by 25% by dec 2020.
 To increase customer retention by 10% by the end of financial years.
 To receive 20000 visitors per month from google and Bing natural results by end of
march 2020.
 To have reduction of bounce rate below by 30% from all the traffic sources by dec 2020.
Build persona of target audience
Background
The target audience will be rich Ann used to live luxurious lifestyle, including the people who
used to travel and having a good travel history.
6

Age
The target audience will be between the age group of 22 to 40 Who like to enjoy with their
friends and planning for the travelling I stay in the luxurious hotel.
Target market
Target market will be the home market of Hotel Corinthia Palace Which is Malta. marketing
team of the hotel will target the local audience of the Malta.
Interest
Company will target the audience who are interested in luxurious Hotel and spa services.
Habits
Target audience will be those people who have habit to take premium and luxury services and
who want everything premium.
Present day Marketing
The company is currently residing in the luxury sector only paying major attention on the
premium quality customer. The hotel is in a secluded, relaxing area of Malta, but close to the
nightlife district and area hot spots. The resort is the family friendly paying up major emphasis
on np noisy programmes activities. The hotel rooms are more spacious and modern holding up
larger windows and balconies
Goals
The digital marketing goals of the hotel is paying up the major focus on the developing 5 S i.e.,
is sell, speak, serve, save and sizzle. The hotel will pay emphasis om growing up sales as the
important transaction leading out to increase revenue and profit (Sarnoski., 2018). On the
company website and social customers services with paying attention to quality service with key
support in capability to sell, Speak, Save and Sizzle. This will show up value in gaining online
cost saving as aspect reducing the service cost and save on traditional media like print and post.
Sizzle in extending with hotel brand online creating effective strategy engaging with digital
presences and interaction within site.
Target group
Hotel is targeting up the upper-class family members, corporates, honey moo and
travellers such as premium business and leisure to its target markets in perfect manner. This
have believing in proper serving with integrity and excellences. Marriot have using up the
multistage segmentation with tailored their brand-named catering to distinctive target markets.
7

Strategy
In the prevailing business conditions, hotel digital marketing scenario to establish proper
connection and reconnection with loyal customer and prospectus. The hotel has not need to be
restricted towards the URL in digital space the only ways to win over OTA have to be step ahead
on the basis of term of services, price and trust. The strategy will be such as creation of simpler
step which will be helpful in bolstering up the direct booking of company.
 Be top on the mind of customers in the search bar as more than 30% of the hotel
booking searches are done on search engines. For this purpose, hotel will be looking for
the two ways to perform this strategy as looking for organic search and another one is
Paid search.
 Promoting the organic search with marketing tactics looking at the keyword’s
optimization and link building leveraging on organic SEO. On the other hand, paid SEO
will be giving immediate results reaping out toral results.
 Retargeting will be helping out to retaining with existing customer engaging in constant
communications with community to hold on.
 Social media strategy will be right places looking around the 80% of brand including in
Facebook branding efforts. Keeping social frequency enough for hotels back in minds
planning up trip out.
 Keeping the customer tied will be customer beyond expectations will be beginning for
hospitality with constant and engaging communication loop. This will keep booking
offering special loyalist discounts keeping maximum customer retention.
Message
Hotel Corinthia Palace is going extra mile providing customer better friendly
experiences that’s will help in higher growth for the Corinthia Palace. Hotel is looking with
new age traveller concerned with ethnicity and crafted experiences. In their new in ages have
ever expanding digital interconnectivity with professionals adopting in the customer demands
(PAWA., 2017). The company is paying major focus on delighting clients with daring and
imaginative initiatives in better manner. Hotel Corinthia Palace is dedicated to have
development of digital marketing strategy helping the customer and business for maximization in
better manner. The company is building with conversion and looking up in management
services or franchise affiliation providing the brands, tool and resources owners need to get into
8

success. Company is looking to be build digital marketing strategy to increase sales, traffic
conversion rates and customer retention in the hospitality business in upcoming years. in
addition, company will speak to get up in clause with customer through dialogue and
participation. Serving will add values.
Media
The major hotel digital marketing options are available for the hospitality industry are as follows
 Social Media Marketing (Facebook, Instagram, Snapchat, Twitter, LinkedIn)
 Email Marketing (own and 3rd party databases)
 Search Engine Marketing (Eg Google Adwords or Display networks)
 Publisher Networks (Eg Direct advertising campaigns on specific websites)
 Programmatic Networks (Using user-intent and contextual marketing targeting travellers)
 Review websites: (Eg Sponsored content and advertising banners on platforms such as
TripAdvisor)
Digital Marketing Tactics
The year 2020 have been the tough years for the hotel industry as the pandemic have decreased
to the occupancy rates to hotel all around the globe. The biggest challenges for the hotel
industry for convincing out the potential guest to travel out and book their rooms.
Tactic one Managing Instagram and Pinterest Via Tailwind.
Digital marketing of the hotel requires the use of multiple social media platforms. Hotel
have need to post regularly, growing up with community along with engaging for hotels
followers can be difficult task without right tool and management team. Tailwind provides
Instagram and pin interest campaigns. On average Tailwind users enjoy 1.8 times more likes on
Instagram and 6.9 times more ripen by pin interest.
Tactic two Build effective landing page with Lead pages
Another ideal approach with coming digital marketing for hotel, resort with optimizing
with landing page ability generating leads to business. business have 7 seconds to impression
correctly with right approach in testing and marketing boosting conversion rate 300%. It has
created web wage in matter of few minutes.
Tactic Three Hiring up the Top Tal freelancer for website.
9

There is growing trends among hotels, resorts with website dedicated app booking
simpler for potential guest. The hotel ties up with booking website, nothing beats accommodate
booking arrangements and answer inquires. Though process improving hotel booking rate
requirements with good money to implements.
Tactic Four Improve Email marketing campaign with constant contact.
This is almost digital marketing strategies is $42 for every $1spent. This will be effective
strategy for the email user. there are around 3.9 billion email user trend 4.3 billion email user by
2023. this is potential benefit reap form email marketing as constant contract in one all tool used
by business on websites and social media marketing strategies.
Tactic Five Hosting the hotel website Via Bluehost.
Blue host is the premier choice of the of industry players including the hotel industry.
Blue host is known as impressive and consistent uptime level expected up to be up 99.99%.
Bluehost is compatible with Word press making with website (Griesmayr., 2019). Hosting
service provider with daily backup in offering website restoration.
Tactic Six Develop sound content strategy by hiring Top content creators and strategist
with writer access.
Website are highly informative and engaging content getting up top results pages
struggled content left behind. SEO have high quality content attracting right market for hotel
building trust with niches and positively affect conversions. Hotel member should have
resemblance building up relationship with leads until buying products and availing from service.
Hence the final thoughts on the digital marketing will be providing up greater attraction
of guest investing through the digital marketing strategies, with the help of correct digital
marketing approach, it is very possible for company to secure guest in the upcoming years in
better manner.
Digital Marketing Operations
Execution plan
While the execution of plan with moving all the statistics blundering with distillers into
the action plan looking to important fives marketing strategies. There is need for execution
perfectly order to see result in perfect manner.
 The website has need to be findable be online as 97% of consumer go online finding
product and services.
10

 The website has need to more fast, secure and mobile friendly driving out 52% of web
traffic and account nearly out 2 every 3 minutes spent online.
 There is need to have volumes to have great website contents
 The firm have need to establish trust with reviews and testimonials as most of 82% of
people wot browse unsecured (HTTP) website.
 There is need to stay in touch with customer increase its chances ranking in search
engines by 434%.
Resources and budgets
6 components which are needed to be included in social media budgets
Content creation is important for hotel have spent up more the half in social media
budgets on content creation only. This has inclusion to important section such as photography
and graphics, Video, Talents, Production cost, Copywriting and translators.
Software tools have usage of SEO and keyword search, content hosting, project
management systems, marketing automation s and different analytical tools.
Paid advertising where social media channels marketers have ways in boosting up post
or full-fledged campaign e such as different ads on Facebook, Instagram’s, twitter, YouTube,
snapchat ads.
Paid partnership where influencer marketing has co-branded campaign using up the
basic formula for bench marketing in budgets. There is collaboration with possibilities with
company budget.
Training have to look into social media training resources developing team skill level and
campaigned needs such as Linked Learning, Blueprint Live and Hootsuite Academy.
budget
Particulars January
Februar
y March April May June July
Cash inflows
Opening cash
inflow 5750 7050 9432 11895.88 14441.447 17068.432 19776.482
Sales revenue 10000 10200 10404 10612 10824 11041 11261.624
Other income 2000 2000 2000 2000 2000 2000 2000
11

Total cash inflows 17750 19250 21836 24507.96 27265.769 30109.24 33038.106
Cash outflows
social media 2500 1530 1560.6 1591.812 1623.6482 1656.1212 1689.2436
digital expense 2000 2000 2000 2000 2000 2000 2000
maintaining and
controlling 2200 2288 2380 2475 2574 2677 2783.7018
Administration
expenses 4000 4000 4000 4000 4000 4000 4000
Total cash
outflows 10700 9818 9940.12 10066.513 10197.337 10332.758 10472.945
Cash deficit /
surplus or closing
cash balance 7050 9432 11896 14441 17068 19776 22565.161
Analysing KPI and Goal Comparison.
Key performance indicator is Measurable tool that helps to identify the progress and
performance of the campaign, displaying advertising, social media and search engine
optimization (Alghizzawi., 2019).
Customer acquisition cost
Every business has to look twice in years by splitting it to different channels or campaign per
quarters such as organic trafficking, paid trafficking, social trafficking and email marketing
campaign.
Landing page conversion rates is great marketing tools as gaining into successful completion of
intended goals and plays up significant roles.
Mobile traffic conversion rate looking into the predicted shift as more customer revisiting
website from mobile devices as comparing to desktop.
12

Part 2
Reflection
This assessment has helped me a lot in understanding the digital marketing aspect in better
manner. I have understood how digital marketing create positive impact on the firm performance
in the hospitality industry. While researching about the report, I have developed a critical
understanding regarding the hotel as it has believed to have long-term fostering multicultural
forces and relationship with employee and customer by providing maximum satisfaction. on the
other hand, atmosphere is considered to be very much elegant and quiet looking up major space
for lunging activities.
This had made me believe that during this report, research and analytical skill over the
different topi in providing up strength in successful report completion. But on the other hand,
time management skill was not good to accomplished the different business task on the time. I
was lacking behind my team mate fever accomplishing different task on time. This makes up
lack in coordination to differ report activities. Due to this, decision making skill have also got
weak. as I am not able to take up the right decision on time creating negative impact of the
report completion.
While completion of the report, I have developed up clear understanding over digital
marketing. I have concluded as Digital marketing a strategy looking out for the dept analysis
revealing up new opportunities to give out business expansion focusing up on specific audiences
by identifying their needs, interest and pain points. This will help out delivering more effective
plans achieving marketing objectives. Previously, I only though digital marketing is just about
social media strategy but I was wrong. it has been wide concept dealing in differ business
strategies and reaching out customer with highest portability in business success. my tutor and
friends have helped me a lot in identifying the different resources ad Key performance indicators
helping the firm in reaching business in successful manner. I have successful made financial
budget which is feeling of quite achievement for me.
On the other hand, I have developed looking in more prosperity as paying out major
emphasis on the enhancements of customer lives providing out premium services establishing
itself as profitable company’s in longer term.
13

This will allow to get into maximum visibility with attracting up right people right
towards the business strategy of hotel. The digital marketing will be providing up greater
attraction of guest investing up with proper digital marketing strategies, with the help of correct
digital marketing approach. On the other hand, I have focused with that company is paying major
focus on delighting clients with daring and imaginative initiatives in better manner. I have
developed a critical analysis over the personality in differ business over managing personality
test. I have developed my strength and weakness which will be developed through personal
development plan.
As per the above report I have learned about the importance of digital marketing plan and how it
helps companies to achieve their goals and objectives. it is necessary for the marketing team to
have proper knowledge an understanding of marketing plan and elements of marketing. it can be
helpful for me in career development as a marketing manager of the company.
The knowledge I have gained from the above assessment will help me to grow effectively within
the organisation and I will able to run up proper marketing plan and campaign for the company
where I will work. It is necessary for the marketing managers and professional to have
knowledge of marketing tools and planning so they can effectively achieve goals and objectives
of the company. marketing is the initial part of the company which help organisation to meet
their desirable customers, who can buy their product and services and help to satisfy the needs of
their customers.
I can create my career successfully as a marketing manager if I gain proper knowledge and
understanding of the marketing plan and how it worked for the company to achieve goals and
objectives.
14

15

REFERENCES
Books and Journals
Online
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).
Ferrone, A., 2019. Digital marketing in the hospitality industry.
Damnjanović, V., Lončarić, D. and Dlačić, J., 2020. TEACHING CASE STUDY: Digital
marketing strategy of Accor Hotels: shaping the future of hospitality. Tourism and hospitality
management. 26(1). pp.233-244.
Kayumovich, K. O., 2020. Prospects of digital tourism development. Economics, (1 (44)).
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management. 72. pp.47-55.
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.
Zsarnoczky, M., 2018. The digital future of the tourism & hospitality industry. Boston
Hospitality Review. 6.
PAWA, M .P., 2017. EXPLORING DIGITAL MARKETING TRENDS & OPPORTUNITIES
IN THE HOSPITALITY INDUSTRY (Doctoral dissertation, THAMMASAT UNIVERSITY).
Griesmayr, C., 2019. Digital marketing in the hospitality industry: what influence does digital
platform economy have on the booking rates of the hotel industry.
Alghizzawi, M., 2019. The role of digital marketing in consumer behavior: A survey. Int. J. Inf.
Technol. Lang. Stud. 3(1). pp.24-31.
16

17

18

19