Digital Marketing Strategy and Plan for Corinthian Hotel

This project is a comprehensive digital marketing plan developed for the Corinthian Hotel, a luxury establishment in Malta. The report begins with an introduction to the importance of digital marketing in business development, followed by an overview of the hotel, including its company strategy, marketing strategy, and core values. The core of the project focuses on the digital marketing strategy, detailing objectives such as increasing sales, improving conversion rates, and enhancing customer retention. It includes building a customer persona, identifying target groups, and outlining specific strategies such as search engine optimization (SEO), paid search, and retargeting to achieve these goals. The project also addresses digital marketing tactics, operations, resource allocation, and budget considerations. The plan emphasizes the importance of social media, customer service, and online presence to enhance brand value and drive direct bookings. Finally, the project includes a reflection on the overall plan.

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
up the digital marketing plan is helping in identify the business uniqueness getting up
competitive edge form competitors. Marketers have faced up various level of challenges in the
year 2020 impacting up business in economic manner (Leite, and Azevedo., 2017). Digital
marketing strategy will look out in 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.
The report will be on hotel Corinthian 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.
OVERVIEW OF COMPANY
Company Strategy
The Corinthian 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 Corinthian Palace immediately feels
distinguished. The atmosphere is considered to be very much elegant and quiet looking up 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 our
business success.
Mission
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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 Corinthian is going extra mile providing customer better friendly experiences that’s is
many worth. 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 making up 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 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 Corinthian is now believing up 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 up the latest technology to develop the business as international and global scales
creating up portals of customer (Kayumovich., 2020). The company 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
Company is dealing is succeeding with luxurious service and authentic hospitality. Bars,
restaurants, spacious rooms with advanced amenities and modern facilities, uninterrupted
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Wi-Fi connection, suitable transport choice and a wide range of food and beverage option are
vital part. 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
Company is believing up in the comprehensive understanding of 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
Hotel is implemented with Top notch marketing strategy top notch marketing advantage
build and maintain positive awareness and brand value customer conceivable needs. It is
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
for the social media strategy to get out the view of pandemic.
 People
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
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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. Customer are paying emphasis training for the
staff becoming with top priority for organization today. 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
Background Corinthian hotel is the luxurious hotel is 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 resort is
the family friendly paying up major emphasis on np noisy programmes
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activities.
Demographics The hotel is looking for the high-income individuals, family friends and
the couple who are looking for the relaxing and soothing place.
Challenges Getting into the proper solution of looking into COVID 19 situation.
Hotel goals 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.
The digital marlerting goals of the hotel is paying up the major
focus on the developing 5 S i.e. is sell, speak, serve, save and sizzle.
Strategies Be top on the mind of customers in the search bar as more than 30% of
the hotel booking
Promoting the organic search with marketing tactics looking at the
keyword’s optimization and link building leveraging on organic SEO
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
Present day situation
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
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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.
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.
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 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 Corinthian is going extra mile providing customer better friendly experiences
that’s is many worth. 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
Corinthian is dedicated to have development of digital marketing strategy helping the customer
and business for maximizing the business values for their hotel investments 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 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
up 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.
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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 hotel followers
can be difficult task without right tool. This will allow to get into maximum visibility with
attracting up right people right in hotel. 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.
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 given growing 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
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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 up with proper 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.
 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.
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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 February 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
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 looking at digital marketing represent with measurable values
looking at indication in campaign performances in every digital marketing channels displaying
advertising, social media and search engine optimization (Alghizzawi., 2019).
Customer acquisition cost
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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.
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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 up 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 have made be believed 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.
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
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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.
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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.
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