Digital Marketing Plan: Hilton Hotels and Hospitality Sector

This report presents a comprehensive digital marketing plan for the hospitality sector, with a specific focus on Hilton Hotels. It begins with an evaluation of various marketing channels, including direct selling, franchising, and online distribution, and assesses how these channels serve communication objectives within an organizational context. The report then delves into designing communication objectives, utilizing the PASTA model to analyze the organizational situation and develop strategic plans. Justifications for the selection and integration of communication strategies are provided, emphasizing the importance of social media and integrated marketing communication. A detailed marketing communication plan is created, incorporating a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. The report concludes with an examination of measurement techniques and performance metrics in digital marketing, along with actionable recommendations to improve performance, such as hiring marketing managers and utilizing social media platforms effectively. Overall, the report provides a strategic framework for enhancing Hilton's digital marketing efforts.

Hospitality digital
marketing Plan

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Evaluate the different types of marketing channels and how they serve communication
objectives with organisational context .......................................................................................3
TASK 2 ...........................................................................................................................................4
P2 Design communication objectives for the organisational situation ......................................4
P3 Provide justifications for the selection and integration of communications..........................8
TASK 3 ...........................................................................................................................................8
P4 Create a marketing communication plan which effectively meets communication
objectives for a given organisational context .............................................................................8
TASK 4..........................................................................................................................................11
P5 Determine and evaluate the measurement techniques and performance metrics in digital
marketing ..................................................................................................................................11
P6 Present a set of actions to improve performance in digital marketing ...............................12
CONCLUSION..............................................................................................................................12
Reference.......................................................................................................................................13

INTRODUCTION
Digital media is playing a very major role in increasing everyday communication with
the target customers for various organisation. with use if technology there has been social media
use increasing at a very fast rate. The present report is based on understanding of challenges and
effect of social media application on hospitality sector. In the present report there is a detailed
assessment of Hilton Hotels and comparative study is made of digital presence of this hotel.
There is a development plan which is prepared for supporting initiatives taken for digital
marketing activities of a organisation. There are various key process have been discussed having
relation with digital marketing activities.
TASK 1
P1 Evaluate the different types of marketing channels and how they serve communication
objectives with organisational context
Marketing channels are used for making products and services from the manufacturer for
making them available to consumers. There are various activities for transferring goods from
manufacturer to customer (Buchanan, Kelly, and Yeatman, 2017). Products and goods are
managed and marketed in such a way that the distribution of goods are organised perfectly.
There are different ways of marketing channels that are used by manufacturers of the company
are mentioned below -
Direct selling - This is known as the oldest way of marketing channel. A manufacturer
is an individual who sells goods and products and sell them directly to consumers from any retail
store. There is no intermediator between customer and the manufacturer. In the present scenario,
direct selling has also changed (Online Distribution Strategy, 2020). The new model of direct
selling includes one on one demonstrations, personal contact arguments, party plan, internet
sales, etc. the direct selling method is further divided into following sub categories -
Manufacturer to the customer - This is a way of selling products in which consumers
but products and goods directly from manufacturers. There are no additional costs of
intermediators within this kind of marketing channel. This is generally used by the local
business operators.
Networking - There are different networking organisations which do their business on
the basis of direct selling. According to this type of marketing channel, products and goods of the

company are sold face to face. A salesperson provides provides demonstration of product
features and facts to customers.
Online selling – This is modern type of direct selling. In this kind of marketing channel,
technology plays an important role. Products of company are sold online through websites,
internet or on mobile. There are basically two ways of selling goods online – using e-commerce
websites and selling goods on own website.
Franchising - There are companies that sell their franchise to retailers. According to this
type of marketing channels, manufactures are having full control of the store. The owner of shop
has to work under owner of the company. Any individual if he is starting any franchisee, there
are various advantages such as there is no need for advertising and marketing the brand.
Company markets brand effectively at national as well as international level.
The marketing channel used by Hilton is online distribution strategy. The Hilton
corporation has started electronic and online distribution strategy for incorporating various
components like price integrity, third party online merchants, brand websites enhancements, etc.
According to this strategy, brand standards of the company need each and every hotel to offer
consistent rate across different distribution channels such as Hilton reservations worldwide call
centres, Hilton family proprietary websites, etc.
TASK 2
P2 Design communication objectives for the organisational situation
Social media is needed for advertising and marketing products and services of the
company for attracting lot of customers in less time. This is an effective platform where
companies can share an promote the facilities or services they provide to the customers
(Chaffey, and Ellis-Chadwick, 2019). Social media is used by customers to provide their
feedbacks and opinions about service. There are plans within marketing system which are
strategic in nature. For analysing a good marketing plan a model is used which is PASTA model.
This is defined as a roadmap for solving operational marketing and communication issues. Hilton
can use this model for adopting digital marketing. The different types of plan are mentioned
below -

The activities of a company are initiated by a business plan. This includes marketing plan, which
is followed by marketing or communication plan. Advertising through media is very important
nowadays to grab attention of lots of people. The hierarchy of plan is described in the following
picture -
A business plan helps in setting out objective for whole organisation according to a
specific time frame. A marketing plan includes marketing goals and strategy for achieving goals,
increasing market share and distribution channels. Marketing plan is the initial stage of
communication or marketing plan. The first two plans in hierarchy are strategically oriented and
the last two have an operational objective. The strategic planning captures implementing of plan
effectively. The main objective of Hilton is to increase the market share and number of loyal
customers by promoting services and facilities properly. The PASTA method is used for
developing an operational plan. The different steps involved in this model are Problem
definition, Analysis, Strategy, Targeting, Objectives, positioning, proposition, tactics and action.
In context of Hilton hotel, digital marketing is started in this organisation and this is mentioned
below -

Problem definition - This is known as the problem identification in plan decided by the
company. Marketing plan must be clear and company should have clear objectives about what is
to be done and how planning is effective within market. Hilton is starting plans for using digital
marketing. The main problem is that there must be proper information related to where this hotel
organisation can reach to multiple potential customers.
Analysis – This is defined as analysing market and business environment effectively. For
creating an operational plan, there is need for examining the customers, objectives and product of
the company (Crittenden, and Peterson, 2019). For Hilton, it is concluded that this company is

using digital media for promoting its services. This will help in increasing profits and sales of the
company. Hilton organisation ensures to increase the level of brand awareness by using social
media sites. There are various competitors of Hilton within market and thus this hotel has to
maintain it's status by providing good facilities to different travellers.
Strategy – Hilton is using strategy which includes compilation of keywords for targets.
This has helped in keeping message focused and short. Hilton has developed ongoing press
releases, articles and link building strategies. This brand has maintained good reputation with
online travel agencies and online sire reviews. This helps in having positive impact on customer's
mind as people who visit Hilton have to provide their feedback on online reviewing sites. This
helps in developing good image in front of customers.
Target Group – This includes the customers who are focused for promoting new product
or service. In context of Hilton, it is concluded that target customers are potential individuals
who are informed about services and facilities offered by Hilton in effective manner. Digital
media and social networking sites are used for grabbing attention of number of customers.
Positioning - This is known as creation of distinctive position relative to competitors in
perception of consumer. In context of Hilton, the positioning used is transformational
positioning. By analysing the needs and demands of customers, marketing department of Hilton
have evaluated that promotions and marketing can be done easily by using social networking
sites.
Proposition, Tactics - This is defined as bundle of services and products which
represents value for customers. In context of proposition design, Hilton forms list of their
facilities and services and these are described effectively (De Pelsmacker, Van Tilburg, and
Holthof, 2018). Tactics is known as next step for determining techniques, tools and devices used
for making a good communication tool used for promoting products and services offered by
Hilton.
Action – The action plan is made for Hilton in order to attract more customers towards
knowing about new services and facilities offered to Hilton clients. The action plan is described
in the following table -
Time
To reach maximum number of potential
customers through digital marketing within an

year.
Budget 50000
People required
It is needed by Hilton that it should hire
expertise marketing managers for promoting
products and services through social media
sites.
P3 Provide justifications for the selection and integration of communications
Integrated marketing communication is an approach for creation of unified experience for
consumers to interact with brand. This includes different concepts related to marketing like
advertising, sales promotion, direct marketing, social media, methods, channels, public relations,
through methods or media. There are various recommendations made for Hilton hotel. The
communication environment is growing rigorously with the technological advancement. The
media ecosystem has changed a lot and thus it is concluded that Hilton must develop effective
digital strategies to provide good services to customers. Hilton hotel and resorts have invested in
technology and there is employment provided to new innovative and talented employees. This
will help in solving problems related to essential services like room booking service. In this
operation, there is need of incorporation of effective technology in web portal of Hilton's website
(Ferdous, 2019). This hotel organisation must consider investing more resources on the presence
of this on internet for adding value to it's marketing communication strategy. Internet creates lot
of opportunity for business for growth and development. Online presence of luxury brands
targets diversified customers and this is important for luxury brands which operates globally like
Hilton.
TASK 3
P4 Create a marketing communication plan which effectively meets communication objectives
for a given organisational context
Organisational background: Hilton is one of the best Hotel and property dealing brand
across the world. This is very common among the customers and it has plenty of loyal customers
in different countries it is operating. Staff of Hilton includes wide managers, employees and

representative authority who work together for attaining organisational goals and objectives.
Hilton provides services in mainly two sectors i.e. active holiday seekers and luxury business.
Initiatives: The marketing managers of Hilton are starting digital transformation in
which business members are putting efforts for doing interactions with potential customers. This
is helpful in enhancing knowledge of customers regarding various facilities and services offered
by this hotel organisation such as advance business centre, audiovisual tools, etc (Kannan,
2017). Hilton is using social media channel for promoting services and facilities it is providing to
customers. Hilton hotel is planning to effectively utilise all social media platforms like YouTube,
LinkedIn, Facebook, Twitter, Online Blogs for enhancing information about hotel's services.
There are several people around the world who uses internet and thus at this platform, there are
chances of grabbing a lot of customers.
SWOT analysis (situational analysis):
Strength Weakness
Digital media strategy for marketing
services and facilities is an effective
process that can be adopted by Hilton for
attracting lot of customers. Hilton hotel
can use more innovations and technology
while providing services and facilities.
Hilton hotel is able to be the best hotel
service provider around the world.
The marketing department of Hilton has decided
to adopt new marketing strategy for attracting
attention of customers. This department is hiring
new talented employees and staff who are skilled
in digital technology knowledge. This hotel has
decided to provide training and development
sessions to existing employees. This hiring of new
employees and training tenure requires a lot of
investment. The shifting of Hilton hotel marketing
strategy from traditional way of marketing to
digital marketing is not easy and this needs
strong efforts from all employees and staff.
Opportunity Threat
Digital marketing strategy is helpful for
organisations to attract a lot of customers in
The main threat which Hilton faced within market
is severe competition. There are many other hotel

less time. By using social media, Hilton is
able to promote it's new offers and deals to
customers easily (Mandal, and Joshi,
2017). Feedback on online sites and social
media sites are helpful for knowing what
are the exact problems faced by the
customers and they can be managed
effectively.
organisations like Marriott, Peninsula,
Intercontinental Hotels, etc. Hilton must develop
unique strategy for sustaining in marketplace for
longer duration.
Targetted market as well as customer segment: Hilton is providing services across the
world. This hotel is using digital marketing strategy for targeting both national as well as
international customers. STP approach is used by marketers for promoting their products. While
adopting social media marketing strategy, the STP approach is mentioned beneath:
STP approach
Companies use STP approach for developing effective marketing strategies within
company as it helps in reaching potential customers in an effective manner.
Segmentation: This is part of the STP approach in which customers are targeted on the
basis of various factors such as age, gender, income level and so on. In the present scenario of
Hilton, it is adopting digital marketing for promoting it's products and services. Within this
strategy, all customers using internet and social media are target customers.
Targeting: This step takes place after segmentation as company target market or
customers according to it. The main objective of this step is to target right customers who will
use service or facility provided by the company. This is helpful in increasing sales and profit of
the company.
Positioning: It is refer as developing a positive brand image in the mindset of customers
about an organisation products or services (Patrutiu-Baltes, 2016). In context of Hilton, it is
concluded that digital marketing strategy is effectively used by marketers for attracting
customers across the world.
Sales promotion: This is marketing communication tool which is used for promoting
business as well as products for increasing sales and profits of the company. There is need of
attaining organisational goals by developing effective strategies in company. In context of Hilton

organisation, social media marketing and transactional marketing is used for organising social
media campaigns.
Public relation: This is an element of communication mix which is helpful in managing
information about people. Hilton managers have categorised the customers on the basis of their
needs and demands. They have used classification of consumers as active holiday seekers,
developing new information, building prosperous brand identity in hospitality sector.
Budget: There is proper management of money required for using digital marketing for
attracting customers. Budget set for using social media marketing strategy in Hilton is mentioned
below -
Particular Amount (In £)
Research and development 150
PR and Events 100
Website and infrastructure 80
Online Blog subscription 100
Total 430
TASK 4
P5 Determine and evaluate the measurement techniques and performance metrics in digital
marketing
It is important for a Hotels such as Hilton to evaluate effectiveness of their digital
marketing functions so that they are able to properly address various aspects of their plan. Main
reason for such evaluation is assisting managers for formation of strategies which suit the present
business situations. Below discussed are some of methods which can be used for assessment,
observation and measurement of effectiveness of a digital plan:
KPI: This is a effective technique which can be used as a indicator of measurement of
marketing activities of a company. In Hilton this technique is used by managers for measuring
the effectiveness of their activities and make analysis of digital marketing activities are taking
place according to requirements. various parameters such as view points, comment, likes, shares,

re-tweets of the digital content. Managers in Hilton are setting population numbers connected
with their social handles as KPI measure.
Online Metrics: Online metrics is a tool which helps companies to measure activities of
digital marketing. For measuring of the web content digital marketing officers in Hilton are using
this method. Various online metrics includes HotSuite to cover communication process of
measuring effectiveness of digital marketing activities.
Google AdWords: For measuring of effectiveness of digital marketing operations
Adword can also be used as a important tool which is helpful in monitoring success of various
activities. This is a tool which managers can use in Hilton so that they are able to monitor
effectiveness on their activities.
Above discussed are various aspects which can be used for measuring various digital
marketing campaigns in Hilton. These tools are very helpful in developing a understanding of
various activities and functions of digital media.
P6 Present a set of actions to improve performance in digital marketing
For improvement of performance of digital marketing in Hilton there is requirement of
focus on management of various activities which can help in effective utilisation of resources.
Some actions used in Hilton for their digital marketing activities are discussed below:
Review Strategies: With help of review strategies there is a requirement For Hilton
Hotel to improve the overall performance of campaigns of digital marketing performance. This
entity can also use outsourcing by employing various experts who can help in improvement of
loopholes in digital marketing activities of Hilton.
Exploring of present trends: another action which can be used with help of various
digital marketing platforms (Todor, 2016). According to various trends taking place in the
market performance has to be monitored so that if there are any loopholes that can be corrected
and timely action can be taken.
CONCLUSION
It is analysed from the above mentioned report that digital marketing is the way by which
companies advertise and promote their product or service by using social media platforms or
internet. This is an effective way by which organisations either small or big are able to market
their products by posting videos and pictures on social media websites. An environmental

analysis is helpful for identifying the opportunities and challenges that a company has while
promoting products through social media. This is helpful in analysing challenges as well as
opportunities within the digital environment. Businesses have digital presence on different
channels, online tools, social media like YouTube, Instagram, LinkedIn, etc. Different
campaigns and marketing activities are organised by companies promote products and services
online.

Reference
Books & Journals
Buchanan, L., Kelly, B. and Yeatman, H., 2017. Exposure to digital marketing enhances young
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Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Crittenden, V. and Peterson, R.A., 2019. Digital disruption: The transdisciplinary future of
marketing education.
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.
Ferdous, A., 2019. Digital Marketing and Communication Practices by Texort Digital Marketing
Agency: A hands-on initiative through social media communication.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Mandal, P. and Joshi, N., 2017. Understanding Digital Marketing Strategy. International Journal
of Scientific Research and Management, 5(6), pp.5428-5431.
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing
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V, 9(2), p.61.
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
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Online
Online Distribution Strategy.2020. [Online]. Available
through:<https://www.hotelbusiness.com/hilton-integrates-new-online-distribution-strategy/>
PASTA model.2017[Online]. Available through:<https://www.smartinsights.com/managing-
digital-marketing/planning-budgeting/marketing-cdommunications-planning-using-pastamodel/>